brm presentation final
TRANSCRIPT
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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.