Determinants of Factors Influencing Beer Consumption and its Impact on First time Drinkers: Evidence from Indian Beer Market
Keywords:
Beer, Influence, Personality, Consumption, Consumer Behaviour, Psychological FactorsAbstract
Beer consumption has increased in the recent years due to increase in disposable income and change in perception of the consumer vis a vis other alcoholic beverages. Rise in young population and elimination of social stigma from women drinkers has boosted beer market in India. This study identifies several factors which influences the consumption and selection of a beer brand for the first-time drinkers. Survey was conducted through questionnaire administered to 215 beer consumers selected through non probalistic convenience sampling and the data sop gathered was analysed with SPSS tool to get the result and interpretation. Structured questionnaire was used consisting of questions divided into three segment of factors viz: extrinsic factors, intrinsic factors and influential factor preferences. Results revealed that the extrinsic factors play a significant role in selection of beer. Among intrinsic factors, alcohol content has a significant influence on the preference of beer. Research also validated that there is a significant impact of personality of the consumer with respect to the choice of his/her first beer and different personalities have different preferences of brand. Similarly friends influence on selection of beer brand was significant. It was inferred that, it is better to identify the personality of the consumer segment which company is planning to target keeping all social, emotional and other factors in consideration as these factors also have an significant influence on the consumer selection of beer. This study is an original work on the influence of factors like personality on the first-time drinkers in India and the results can be directly implicated for any future study to be conducted on similar research.
References
Abhimanyu, A., Anjor, B., Bart, M., & Anneleen, V. (2011). Opening the Beer Gates: How Liberalization Caused Growth in India’s Beer Market. In A. B. Abhimanyu Arora, The economics of beer ,308-332.
Ackerman, C. (2017, JUNE). Big Five Personality Traits & The 5-Factor Model Explained. Positive Psychology Articles.
Banerjee, S. (2016). Influence of consumer personality, brand personality, and corporate personality on brand preference. Asia Pacific Journal of Marketing and Logistics, 28(2), 1355-5856.
Banerjee, S. (2016). Influence of consumer personality, brand personality, and corporate personality on brand preference. Asia Pacific Journal of Marketing, 28(2), 198-216.
Beer trends shift upward. (2001). Retrieved from beverage industry: http://www.bevindustry.com
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
Bhavna, R. (2007, october). An introduction to the drinks industry in India: Management briefing: Beer. Just Drinks, 7.
Carvalho, N. B., Minim, L. A., Nascimento, M., Ferreira, G. H., & Minim, V. P. (2018). Characterization of the consumer market and motivations for the consumption of craft beer. British Food Journal, 20(2).
Dept., E. (2018, march 24). Indian Beer Market Set for Strong Growth in 2018. beer connoisseur-BMI research.
Feng, J. (2017, april). All About The Beer Industry. Retrieved from world Atlas: https://www.worldatlas.com/articles/all-about-the-beer-industry.html
Gururaj G, G. N. (2006). Burden and Socio-Economic Impact of Alcohol — The Bangalore study. South east asia: World Health Organization.
Hassan Ghorbani, S. M. (2014). The study impact of consumer personality traits on brand personality and brand loyalty. International Journal of Academic Research in Business and Social Sciences, 4(1), 371-285.
Kazmin, A. (2016). Drinks industry: India's battle with the bottle. London: Financial Times Limited.
Marija Cerjak, R. H. (2010). Brand familiarity and tasting in conjoint analysis An experimental study with Croatian beer consumers. British Food Journal, 112(6), 561-579.
Murray, D. W., & O’Neill, M. A. (2012). Craft beer: penetrating a niche market. British Food Journal, 114(7).
Schmitt, j. A.-M. (2007). Geographic distribution of big five personality traits:patterns and profiles of human self descriptionacross 56 nations. Journal of Cross Cultural Psychology, 38, 173-212.
Schultz, E. J. (2012). Beer goes on passage to India. Advertising Age, 83(28).
Seimiene, E. (2012). Emotional connection of consumer personality traits with brand personality trait: Theoretical considerations. Economics and Management, 17(4), 1472-1478.
Siddhartha, S., Dinesh, S., & Kalro, A. D. (2016). Private label brands in an emerging economy: an exploratory study in India. International Journal of Retail & Distribution Management, 44(2), 203-222.
Sinha, B. (2018, March). Beer Market by Type, Packaging and production- Global Opportunity Analysis and Industry Forecast, 2017-2025. Retrieved from Allied Market Research: https://www.alliedmarketresearch.com/beer-market
Stacey, K., & Kazmin, A. (2017). Businesses stirred by new Indian alcohol curbs . London: The Financial Times Limited.
Suman, D. (1993, june 15). India's liquor concerns hope to expand through alliances with foreign firms. Wall Street Journal, p. A14.
SyndiGateMedia. (2017, may 29). Here's some good news for all beer lovers. Asian News International, 1-4.
Temi Bidjerano, D. Y. (2007). The relationship between the big-five model of personality. Learning and Individual Differences, 69-81.
Trez, C. D. (2016). Consumer Identity and Brand Image in the Craft Beer Industry. South Africa: Louvain School of Management.
Vashishth, A., & Tripathi, N. (2016). study on Market Analysis of Indian Beer Industry. International Journal of Business and Management Invention, 5(7).
Wanninayake W.M.C.Bandara, C. M. (2012). Consumer Ethnocentrism and Attitudes Towards Foreign Beer Brands: With Evidence from Zlin Region in the Czech Republic. Journal of Competitiveness, 4(2), 3-19.
