BRM Presentation FINAL

7/30/2019 BRM Presentation FINAL

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Business Research

Roll No. Name

A006 Nirnay Chavda

A016 Amol Mathpati

A020 Ankit Parmar

A026 Gaurav Vasani

A029 Jayesh Gohil


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Research on Consumer

Preferences for PUBS


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Primary Investigations

Primary Investigating areas:

Q. What is it that attracts people to pubs?

Q. Which is the age group that visits pubs most?

Q. What are the incomes and spending of this population?

Q. What features do they like/dont like in pubs?

This would help in understanding consumer behavior on pubs.


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Testing of Hypothesis

Alternate Hypothesis:

Assuming Alternate hypothesis to investigate that the relation between

variables (Independent and Dependent) exists.

If this dont hold TRUE, it will be concluded as NULL Hypothesis.

Independent Variables: Preferences (service, ambience, open till late

night, crowd etc.)

Dependent Variables: Reasons for Visiting PUBS.


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Research Design

Explanatory Design:

It will derive the cause and effect relationship among 2 defined

variables (independent and dependent).

Research Tool:

Survey Questionnaire with set of related questions.


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RESEARCH TOOL

Customer Questionnaire

Set of Questions put forward to get the data forresearch:

1. Your Gender?

Male / Female2. What are you doing currently?

Service / Business / Student

3. Reason for visiting Pubs?

Stressed at work / Non Stressed

4. Your Age group?21 30 / 31 40 / 41 50 / 50 above

5. Are you married?

Yes / No


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cont.

6. What is your monthly Income slab?

0 25k / 25k 50k / 50k above

7. How much on an average in a month you spendin a Pub?

8k 9k / 10k 12k / 12k 14k

8. Which Mumbai Pub you visit most frequently?

9. What do you specially look for in Pub?

Crowd / Music / Drink

10. Which features that you would like these Pubs toincorporate/ Improve?

Over Crowded / Bad Music / Food / None


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cont.

11. How Frequently visiting Pubs?

Once a week / Twice a week / Twice a month

12. Do you go with your family?Yes / No


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Concept Map

Reasonsfor visiting

PUBS

Service

Ambience

Open till

LateNights

Crowd

/ People

Locationof the pub

Entry fee


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Gant Chart


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Analysis of various attributes of

Dependentand Independent

Variables.


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Percentage of males visiting pubs(Grouped Age-wise)

Conclusion: 21-30 age group males are the potential customers.


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Percentage of females visiting pubs(Grouped Age-wise)

Percentage of females visiting pubs (grouped

age-wise)

71%

29%0%0%

21-30

31-40

41-50

50 and above

Conclusion: 21-30 age group females are the potential customers.


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Percentage of married/unmarried population

Percentage of married/unmarried population

40%

60%

Married

Not Married


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Percentage of married males visiting pubs

with family.

Perc of Married Males who visit pubs with family

80%

20%

Conclusion: 80% are married males who visit pubs with family.


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Percentage of unmarried females visiting

pubs with family.

UnMarried Females who visit pubs with family

33%

67%

Conclusion: 33% of unmarried females are visiting with family.


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Occupation-wise Distribution

Occupation-wise Distribution

40%

53%

7%

Service

Business

Student

Conclusion: 21-30 age group customers visiting pubs are either frombusiness or service.


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Percentage of population stressed at work

Percentage distribution of people stressed at

work

93%

7%

Stressed

Not Stressed

Conclusion: Over 90% of customers are stressed.


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Frequency of pub visit

Frequency of pub visit

74%

13%

13%

Once in a week

Tw ice a week

Tw ice a month

Conclusion: Average frequency of visiting pub is once a week.


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Prime pub attractions

Prime pub attractions

53%40%

7%

Crow d

Music

Drinks

Conclusion: Pubs are considered as destination where people can have fun.


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Average Monthly Spends on pubs

Conclusion: Average spend in pubs is 2500 Rs per week

Average Monthly Spends

47%

40%

13%

8000-9999

10000-11999

12000-14000


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Pub Categories

High end

Enigma

Insomnia

Medium

Rock Bottom

J49

Razzbery

Velocity

Low end

Brass Monkey

Cascade

Criteria

For high end clubs

Stag Entry allowed only on week-days

Entry Fees : Rs 3500-4000 on weekends

: Rs 2500 (approx) on weekdays

For Medium clubsStag Entry allowed only on weekdays & sometimes on

weekends.

Entry Fees : Rs 2500-3000 on weekends: Rs 2000 (approx) on weekdays

For Low End clubsNo restrictions on entry.

No entry fee are applicable. They charge on food

and beverages.


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Pubs Preferred

Most Popular Pubs

14%

5%

16%

11%7%5%

42%

Enigma

Insomnia

J49

Rockbottom

RazberryVelocity

Others


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Features dislikes

Things people dont like in pubs

34%

20%13%

33% Over Crow ded

Food and Beverages

Bad Music

None

Conclusion: 47% of the customers dislike over crowded pubs playing bad music.


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Improvements in pubs desired

Improvement factors

20%

13%

34%

33%Late night

Happening Music

More variety in Drinks

Better Ambience

Conclusion: 47% of customers suggested to improve ambience.


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Frequency of visit v/s Additional Features

Freq of visit vs additional features desired

0

5

10

15

20

25

30

Once in aweek

Twice aweek

Twice amonth

Freq of visit

Percentage

of

responden

ts

Late nightHappening Music

More variety in Drinks

Better Ambience

Conclusion: 1) Good ambience will satisfy a customer

2) Variety of drinks will delight them.


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Findings & Conclusions

Age Group 21-30 Yrs have capacity to spend.

This age group comprises of around 80% of the pubvisiting customers.

To ensure this potential customers create marketvalue for them

Create a better ambience for them (Primary Need)

Provide with Variety in Drinks (Delight Factor)

Create Promotions using ICONIC SOCIABLE

people for targeted age group.

Documents

BRM Presentation FINAL