A STUDY ON CONSUMER ATTITUDE AND PERCEPTION TOWARDS KINGFISHER BEER

Abstract

Marketing concept starts with consumers’ needs and their behavior in meeting their needs. In order to satisfy their needs consumers make many buying decisions every day. And marketers need to study these consumer purchase decisions in order to find answers to questions about what, why, where and how much they buy and align their marketing program to that effect. For making a successful marketing program it is necessary for marketers to study the consumer behavior so that they would know the psychology of consumers. Consumer psychology has various components such as perceptions, knowledge, attitude, intention, motive and the like. This research paper is done particularly on the two components of consumer psychology namely perception and attitude. The purpose of this study is to survey the perception and attitude of NCR consumers towards Kingfisher Beer. Kingfisher Beer is the pioneer and still the dominant beer brand worldwide. And in recent days the Brand’s market share has significantly increased and it is becoming a synonym of beer across the globe. This wide acceptance and dominance in India’s beer industry, indirectly signifies a positive consumer attitude towards the brand. But the actual attitude of beer consumers towards Kingfisher beer, the reason behind the attitude and its implication on the behavior or consumption of the beer is the rationale of this research. The study based itself on the information collected from primary source by taking a sample of 80 beer consumers from bars and restaurants around Delhi NCR and distributing self-administered questionnaires. Secondary sources such as books, journals and research papers written on similar topic are also reviewed. Appropriate statistical analysis such as frequency, correlation analysis are used according to respective objective and descriptors. Based on the findings of this research, it can be concluded that most beer consumers have positive attitude towards the beer Kingfisher and this is resulted due to its product quality and promotional activities. The Kingfisher Beer’s taste, aroma, foam and thirst quenching attributes are found to be very satisfactory. And the advertisements are also different from the other competing beer brands in a way that they are creative, seasonal, cultural and entertaining. With regard to other promotional mix, the public relation efforts such as participating and sponsoring sports and supporting other programs and festivals are positively perceived by the respondents which in turn contribute to the increase in sales volume and market share of the Brand. One important point pointed out is the intention to switch, even though most of the respondents like and consume Kingfisher, still 50% of them want to switch to other brand only half of them are loyal, and this is an assignment for Kingfisher because it requires it more work not only to attract but also maintain its consumers. In other words it should catch the hearts of its consumers and create loyalty.