Final DSI

8/10/2019 Final DSI

1/18

Submitted By: Chiranjive R Jagadal

USN: 1DS12MBA17

INTERNAL GUIDE:

Dr.LAKSHMI JAGANNATHAN

Professor, Department of

management studies

Dayananda Sagar College ofEngineering

EXTERNAL GUIDE:

Mr.R.K.KULKARNI

Branch Manager Hampi

Heritage Bijapur

8/10/2019 Final DSI

2/18

Viticulture in India has a long history dating back to the time of the Indus

Valley civilization when grapevines were believed to have been introduced

from Persia.

In the 1980s and 1990s, a revival in the Indian wine industry took place as

international influences and the growing middle class increased started

increasing demand for the beverage.

By the turn of the 21st century, demand was increasing at a rate of 20-30% a

year. Per capita consumption of wine in India is 9 milliliters

Indian Grape Scenario

Area under cultivation - 60,200 ha (0.78% of the world)

Annual production -1,600,000t (1.83% of the world)Productivity -20 t / ha

Per capita availability -1.2 kg / person

Annual turnover -Rs.1200 crore

Export of table grapes - Rs.106 crore

8/10/2019 Final DSI

3/18

Hampi Heritage Vineyards Pvt Ltd. Has been incorporatedunder companys act 1956 having its registered office atArakeri road bhutanal tank, Bijapur-586101, Karnataka

Incorporated in the year 1999 , Financed by SBI.

100 acre plot was exclusively developed for growing Frenchvariety grape

With expert management practices, good wine cultivation andconstant supervision at all stages has been the success story.

Mr. Ramesh C Jigajinagi is the man behind the krishna valleywinery success story. He along with Horiculture Scientist DrShikhamani.

8/10/2019 Final DSI

4/18

Vision To be one of the most trusted and leading

wine manufacturer in our country.

Mission

To be the most admired leader in the wineindustry by creating unique high quality

brands for consumers, driven by highlymotivated employees and supported by best-

in-class processes and continued

8/10/2019 Final DSI

5/18

Product Profile

Hampi Sauvignon Blanc (White wine)

Hampi shiraz(Red wine)

Hampi Cabernet Shiraz (Red wine)

Hampi Manthan (Red wine)

Hampi Sauvignon Chenin Blanc (White wine)

Kinvah Sauvignon Blanc (White wine)

Kinvah shiraz(Red wine)

Kinvah Cabernet Shiraz (Red wine) Kinvah Manthan (Red wine)

Kinvah Sauvignon Blanc (White wine)

8/10/2019 Final DSI

6/18

STRENGHTS WE KNESSES

Indian wine consumption has grown 25-30%

annually over a period of 5 years

Good climate for grape growing

Urban population is growing

Youth are craving an alternative to hard

liquors and developing more refined taste

Wine is becoming more acceptable to women

and youth

Storage capacity is less

Difficulty in storing wine due to lack of

advanced cellars and refrigeration

Poor awareness of wine and infrastructure

People still prefer hard liquors like whiskey,

rum etc over wine

OPPORTUNITIES THRE TS

Supermarkets are emerging to

support wine distribution

Domestic market with increasing

disposal income

Growing tourism industry

Indian constitution discourages

alcohol consumption

Wine is viewed as a sin by some.

Foreign Brands are being introduced

Beverages are banned in some parts.

8/10/2019 Final DSI

7/18

The main objective is to examine the influence of

consumer lifestyles on quality attributes of wine

It depends on the following secondary objectives:

To understand important attributes of wine and its impact on

customer preference. To understand the impact of occupation of customer on the

packaging of wine.

To understand the impact of economically-conscious lifestyleof consumer on the brand of wine preferred.

To study the impact of various demographics and its impact onwine consumption.

To Relate and interpret the impact of various lifestyles onpreference of type of wine.

8/10/2019 Final DSI

8/18

RESEARCH TYPE: Descriptive research

SAMPLING PLAN:

Sample size-125

SAMPLING METHOD: Convenience sampling method

QUESTIONAIRE TYPE AND THE

STRUCTURE:

The structured questionnaire

comprises of closed questions and

point scale questions

RESPONDENTS OF THE STUDY: Wine consumers.

The following various statistical tools using SPSS software were used to analyze the

data.ANOVA

T-TEST

LINEAR REGRESSION

8/10/2019 Final DSI

9/18

S.Satish & Dr.A.Rajmohan ,Consumer Behaviour and Lifestyle Marketing, Vol.1Issue 10, October 2012, ISSN 2277 3622

Nowak Ulrich , Towards offering wine to the consumer in optimal condition thewine, the closures and other packaging variables, July 2005

Anna Hertzberg , Giulio Malorigo , Wine demand in Italy: an analysis of consumerpreferences , June 2004

Demetris Vrontis , Brand and product building: the case of the Cyprus wineindustry , August 2005 Linda Nowak, Liz Thach and Janeen E. Olsen , Wowing the millennial: creating

brand equity in the wine industry , January 2012

Ulrich R. Orth Marianne McGarry Wolf Tim H. Dodd , Dimensions of wine regionequity and their impact on consumer preferences, May 2007

Chiara Seghieri, Leonardo Casini and Francesco Torrisi , The wine consumersbehaviour in selected stores of Italian major retailing chains, September 2009

Antonio J. Verdu Jover a, Francisco Javier Llorens Montes , Measuring perceptionsof quality in food products: the case of red wine , 10 August 2002

Stephen Charters, Simone Pettigrew , "I Like It, But How Do I Know if It's AnyGood?": Quality and Preference in Wine Consumption , May 2003

8/10/2019 Final DSI

10/18

Due to time and resource constraints the study was limited to

Bijapur.

The respondents were hesitating to respond to the

questionnaire as they feared others in their area would knowthey are consuming wine as the people around were very

conservative. They had to be convinced that the information

provided would be kept confidential to elicit the required

information.

It was a tough task to find the respondents who consume wine

and administer the questionnaire.

8/10/2019 Final DSI

11/18

Hypothesis 1: There is significant relationship between Occupation of

respondents and packaging of wine.

Result-The hypothesis was accepted.

Inference- Occupation has major impact on the type of wine with packaging

consumed by the respondents. So the company should change their

packaging in order to appeal various occupational consumers.

Hypothesis 2:There is significant relationship between economically

conscious Lifestyle and brand of wine consumed.


Inference- Economically conscious personality has major impact on thebrand of wine consumed by the respondents

8/10/2019 Final DSI

12/18

8/10/2019 Final DSI

13/18

Hypothesis 6:There is significant relationship between Independent

consumer lifestyle and Bottling of wine.


Inference- there is significant relationship between independent consumer

lifestyle and bottling of wine consumed and it can be inferred that

independent consumer lifestyle has major impact on the bottling of wine

consumed by the respondents.

Hypothesis 7:There is significant relationship between socially consumer

lifestyle and aroma of wine.


Inference-there is significant relationship between socially conscious

consumer lifestyle and aroma of wine consumed and it can be inferred thatsocially consumer lifestyle has major impact on the aroma/smell of wine

consumed by the respondents.

8/10/2019 Final DSI

14/18

It was found that majority number of respondents who consumed wine are

of age 18-24 i.e. (36%)

It was found that majority of the respondents who consumed wines were

employed i.e. (32.8%).

It was found that majority of the respondents consumed wine few times a

week i.e. (32%).

It was found that the respondents preferred Rico Wine to other brand i.e.

30.4%

It was found that the out of 125 respondents, 109 customers i.e. 87.2%

were satisfied with the wine they consume.

It was found that Occupation has major impact on the type of wine withpackaging consumed by the respondents.

It was found that economically conscious lifestyle has major impact on the

brand of wine consumed by the respondents.

8/10/2019 Final DSI

15/18

It was found that Health-conscious consumer lifestyle has major impact on

the age of wine consumed by the respondents.

It was found that Home-oriented consumer lifestyle has major impact on

the Taste of wine consumed by the respondents.

It was found that Active-living consumer lifestyle has major impact on the

taste of wine consumed by the respondents.

It was found that independent consumer lifestyle has major impact on the

bottling of wine consumed by the respondents.

It was found that socially consumer lifestyle has major impact on the

aroma/smell of wine consumed by the respondents.

It was found that aroma of wine, packaging of wine and brand of wine has

major impact on the bottling of wine consumed by the respondents.

8/10/2019 Final DSI

16/18

Periodically feedback should be taken from the consumers to knowwhether they are satisfied or not. Accordingly measures have to be taken

to meet the expectations of the customer to retain and attract more

consumers.

Packaging should include attractive and eye catching pictures, the aesthetic

look of the bottles should be improved. Company should come up with small wine packages such as 90 ml, 180ml

and 360 ml packs.

Bottling should be improved in order to appeal to various classes of

lifestyle.

As majority of customers preferred Ricco wine, company shouldunderstand their competitors and plan accordingly.

As the competition is increasing in the Bijapur market company must

provide sufficient margins to distributors so as to increase sales.

8/10/2019 Final DSI

17/18

Company should come up with more varieties of wines made of differentfruits like banana.

Identify tourist spots and make Heritage wine products available in the

vicinity to increase sales.

Entertainment programs can be organised under the banner of Hampi

Heritage Wine products to build the brand image. This may boost sales.

Company should understand their target market and the type of lifestyle

customers live, so that the quality attributes of wine are well-matched withthe requirements of customers.

8/10/2019 Final DSI

18/18

There are many players in wine industry in Bijapur market. This has

affected the sales of Hampi Heritage wine products. The study on AnEmpirical study on influence of consumer lifestyles on various quality

attributes of wineis an attempt to find out the type of customer lifestyles

in Bijapur city and its impact on the preference of attributes in wine.

Hampi heritage should understand its customer segment with respect to

lifestyle, as it was found that different types of lifestyles of customerspreferred different quality attribute in a wine. Further it was found that

Ricco wine is the preferred wine in the market, so Hampi wines must re-

invent their marketing and distribution strategies.

If Heritage brand of products adopts effective marketing strategies like

introducing attractive promotional schemes during festivals and vacations,offer wine in different quantities such as 90 ml, 180ml and 360 ml packs,

introduce entertainment programs in the banner of Hampi Heritage Wine

products to build the brand image, increase the variety of wines etc., to

improve sales

Documents

Final DSI