Master Thesis Proposal/Problem Identification Stage One

Working title: Factors of brand in conjunction with personality and its impact on consumer
buying intention: Evidence from Alcohol Industry with special reference to Gender.

Rationale behind the choice of research:

➢ An Explosion of New Products—Domestic and Imported

➢ Consumer Demand Is Growing
➢ Greater Market Access and Regulatory Assistance
➢ According to the most recent data from IWSR Drinks Market Analysis, sales of beer
and spirits such as whisky, vodka, and gin increased 17-18% by volume in the previous
calendar year, the fastest growth in more than a decade, due to a low base and increased
in-home consumption.

Topics selected : Sales and Consumer Behaviour

Industry selected: Alcohol Industry

Introduction

The global alcohol consumption fell by 8% to 279.3 billion litres. According to the Statista
Consumer Market Outlook, consumption will begin to rise in 2021 and reach 322 billion litres
by 2025. Whisky accounted for more than 68 percent of the sales value of Indian-made foreign
liquor in India in fiscal year 2021. Furthermore, white spirits are expected to expand at a pace
of more than 9% in the country from fiscal year 2021 to 2025. Even though alcohol, such as
wine or fermented juice, is used for medicinal purposes in Ayurveda, it is a contentious and
frequently politically charged issue among Indians. Alcohol consumption trends differ across
the country due to diverse cultural variety and various regulations governing Indian states. The
Indian subcontinent's liquor market has seen significant upheaval as a result of the
creation of cheaply priced premium brands and changing customer behaviour, particularly
among the younger population. On the one hand, excessive alcohol intake can result in chronic
health issues, while on the other hand, alcohol sales are a major source of revenue for the
majority of Indian states. According to an August 2021 poll of internet users in top online
markets, 26 percent of respondents in Mexico believe celebrities, sports stars, and influencers
are efficient at advertising alcoholic beverages. China and the United States of America tied
for second place, with each receiving 24 percent of the vote. In comparison, 15% of Hong Kong
participants said alcohol influences were successful. Beer and wine were the most popular
alcoholic drinks among the majority of Indian customers, according to a poll on the most
approved alcoholic beverages performed in February 2022. By contrast, 10% of customers
favoured cider.

Review of Literature

• Convergence in global markets and consumer behaviour. (n.d.). Customer behaviour

scientists, such as economic experts and marketing researchers, are interested in the extent
toward which global convergence is occurring in various consumer behaviour dimensions,
particularly the extent to which product consumption patterns appear to evolve and become
more similar across different parts of the world. Traditional civilizations throughout the
world are convergent in many respects as globalisation and cultural cross-fertilization
increase. A particularly intriguing example of this evolutionary path to convergence is the
strategic marketing of flavoured alcoholic beverages. Consumers from many cultural
backgrounds are acquiring preferences for the same items, indicating a rising convergence
around global product identity. The findings of a study on the evolutionary process are
presented in this article.
• Intergenerational Analysis of Consumer Behaviour on the Beer Market. (2016, June 7).
Intergenerational Analysis of Consumer Behaviour on the Beer Market - ScienceDirect.
Retrieved October 21, 2022, from
https://www.sciencedirect.com/science/article/pii/S1877042816306255 The purpose of
this article is to examine customer behaviour in the beer industry. The primary purpose is
to explore how consumer behaviour changes across two European marketplaces and two
separate age groups (Generation X and Generation Y) (Czech, British). The research is
based on an online poll that was done in both nations. The data show that age groups have
a significant impact on the described features of customer behaviour (frequency of beer
consumption, beer criteria preference, brand loyalty, brand switching). This article also
looks at causes for brand change. Changes in beer quality (taste) are a crucial concern for
this problem.
• CASSWELL, S. (2004, December 1). ALCOHOL BRANDS IN YOUNG PEOPLES’
EVERYDAY LIVES: NEW DEVELOPMENTS IN MARKETING | Alcohol and
Alcoholism | Oxford Academic. OUP Academic. Retrieved October 21, 2022, from
https://academic.oup.com/alcalc/article/39/6/471/211462?login=false Because of their use
of modern technologies and the importance brands play in their life, new advancements in
 alcohol marketing are anticipated to be especially crucial for younger parts of the
population. This article examines how young people react to this marketing, the purposes
it serves for the alcohol business, and the need for new legislative responses.
• van Schalkwyk, M. C., Petticrew, M., Maani, N., Hawkins, B., Bonell, C., Katikireddi, S.
V., & Knai, C. (2022, January 12). Distilling the curriculum: An analysis of alcohol
industry-funded school-based youth education programmes. Distilling the Curriculum: An
Analysis of Alcohol Industry-funded School-based Youth Education Programmes | PLOS
ONE. Retrieved October 21, 2022, from
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0259560 Corporations
such as the cigarette and fossil fuel companies have exploited youth education programmes
and schools for decades to promote discourses, ideas, and values favourable to their
viewpoints, as well as to pre-empt regulation that threatens earnings. However, no
comprehensive study has been conducted on alcohol industry- funded youth education
programmes. This paper fills a significant gap in the literature. We examined teaching
materials from three school-based youth education initiatives that focus on alcohol
consumption and health harms: Drinkaware for Education, The Smashed Project, and Talk
About Alcohol, using a discourse theoretical approach informed by post structural
discourse theory and critical discourse analysis. These materials, some of which are
distributed globally, are distributed to schools through intermediate organisations funded
by the alcohol industry.
• Lower alcohol wines in the UK market: some baseline consumer behaviour metrics |
Emerald Insight. (2014, July 1). Lower Alcohol Wines in the UK Market: Some Baseline
Consumer Behaviour Metrics | Emerald Insight. Retrieved October 21, 2022, from
https://www.emerald.com/insight/content/doi/10.1108/BFJ-03-2013- 0077/full/html The
goal of this study is to give greater insights into and identify the important consumer
behaviour indicators of the UK wine market's lower alcohol category (11% ABV).
An online poll of 598 frequent UK wine consumers was used to obtain data. Five research
questions were developed to operationalize the study. To determine the answers to the study
questions, a highly structured statistically guided questionnaire was created. Non-
availability of the items, poorer quality judgments, taste difficulties, lack of understanding,
lack of alcohol's &gutfeel impact, quote; and absence of a reduced alcohol drinking
occasion were all barriers to further penetration of the product category.
• Bucher, T., Deroover, K., & Stockley, C. (2018, November 1). Beverages | Free Full-
Text | Low-Alcohol Wine: A Narrative Review on Consumer Perception and Behaviour.
MDPI. Retrieved October 21, 2022, from https://www.mdpi.com/2306- 5710/4/4/82 Low-
and reduced-alcohol drinks are becoming increasingly popular in many nations, with
several variables driving the beverage industry transformation. The current narrative
review aims to (a) offer an introduction to low-alcohol wine and (b) provide an overview
of the literature on studies that explored perception and behaviour in relation to low-alcohol
wine consumption. Wines with lower alcohol concentration can be an appealing product to
a wide range of stakeholders since they can provide advantages to consumers while also
having the ability to reduce alcohol use and so contribute to the reduction of alcohol-related
damage. More research and marketing efforts are required to raise knowledge about the
availability and quality of these items.
• How dependent is the alcohol industry on heavy drinking in England? (n.d.). To
comprehend the extent to which the alcohol business is financially reliant on drinking over
the government's low-risk recommendations in England.
• Scenario modelling was performed using descriptive analyses of pooled data from the 2013
and 2014 waves of two nationally representative surveys: the Health Survey for England
(HSE) and the Living Costs and Food Survey (LCFS) (LCF). We calculated the percentage
of alcohol sales income accounted for by consumers over the guidelines, and how these
changes by beverage and store type. We then calculated the impact on sales income if the
entire population decreased their alcohol consumption to within guidelines, as well as the
average price increases required to compensate for such a revenue loss.
• The global alcohol industry: an overview David H. Jernigan 23 December 2008
https://doi.org/10.1111/j.1360-0443.2008.02430.x To characterise the worldwide alcoholic
beverage business, including its size, key players, and operations.
• The principal sources of information regarding the worldwide alcohol industry are market
research businesses and business journalism, which are used to characterise the size and
membership of the three major industry sectors of beer, distilled spirits, and wine. Branded
alcoholic beverages account for around 38% of total global alcohol consumption. These
beverages are typically produced by enormous multi- national firms that rely on marketing
for existence. Marketing activities encompass both traditional advertising and a wide range
of additional operations such as new product development, product placement, and the
 development and promotion of social responsibility programmes, messages, and
organisations.
• Vested interests in addiction research and policy. Why do we not see the corporate interests
of the alcohol industry as clearly as we see those of the tobacco industry? Sally Casswell
Recent developments in the global political arena have underlined the perceived gap
between the alcohol and tobacco sectors, allowing alcohol firms to engage in the global
governance arena in ways that cigarette corporations could not. Over the last three decades,
global alcohol makers have fought a sophisticated and effective campaign, involving
sponsorship of intergovernmental events, support of educational projects, research,
publishing, and sponsorship of athletic and cultural events. The structuring of arguments to
weaken perceptions of the amount of alcohol- related damages to health by promoting
concepts of a balance of benefits and harms has been an important part.
• The alcohol industry and trade agreements: a preliminary assessment Donald W. Zeigler;
trade agreements eliminate trade barriers, boost competition, cut prices, and encourage
alcohol use. However, international treaties negotiated by free trade experts in close
consultation with corporate lobbyists and with little, if any, public health input, contain
significant provisions that will result in increased alcohol consumption and may challenge
other nations' public health measures as trade constraints. Alcohol control methods,
on the other hand, attempt to restrict access and use, raise costs, and limit advertising and
product promotion. Increased alcohol use and associated consequences are expected over
the world. US state alcohol sales compared to survey data, 1993–2006 David E. Nelson,
Timothy S. Naimi,Robert D. Brewer, James Roeber Across years, state survey estimates of
consumption accounted for a median of 22% to 32% of state sales data. Nonetheless,
estimates of state consumption from both sources were highly associated, with yearly R-
values ranging from 0.55-0.71. State sales data correlated moderately to strongly with
survey estimates of current drinking, heavy drinking, and binge drinking (R-values ranged
between years: 0.57-0.65; 0.33-0.70; and 0.45-0.61, respectively), but exhibited a smaller
link with alcohol-impaired driving (range of r- values: 0.24–0.56). The magnitudes of
correlation coefficients did not show any trends.
• According to Donovan and Rossiter (1982) Time spent in the store, interpersonal
interaction inclinations, willingness to return, and projected monetary expenditures were
all significantly influenced by pleasure and arousal. Arousal extended the time spent in the
store, willingness to interact with sales employees, and excessive spending in pleasant
 situations, whereas pleasure raised the time spent in the store, willingness to engage with
sales personnel, and excessive spending in pleasant environments.
• Dittmar, Beattie, and Friese (1995) demonstrated that impulsive purchases were much
more probably to occur for things that indicated a preferred or ideal self, and that social
characteristics such as gender had an impact on impulsive purchasing. Men cited personal
identification as a motivator for purchases, whereas women cited social identity as a
motivator.
• Badgaiyan and Verma (2014) conducted a study on “Does urge to buy impulsively differ
from impulsive buying behaviour? Assessing the impact of situational factors”. The goal
of the study was to see how situational variables influenced impulsive buying behaviour.
In total, the influence of 9 situational variables on the constructs 'urge to buy
impulsively' and 'impulsive buying behaviour' was investigated. These
variables were classified as personal (money availability, economic health, social
influences, time constraints, and credit card use) and in-store (sales promotion, store
atmosphere, pleasant store employees, and store music). Examining the term 'urge to
buy impulsively; and its association with numerous situational variables was another key
addition of the study. The findings revealed that the availability of money, nice store staff,
and the use of a credit card have a substantial impact on the desire to buy impulsively. This
brought to light the fact that store staff have an impact on the desire to buy, which is
subsequently translated into impulsive purchasing.
• According to Khurram, Qadeer and Sheeraz (2018), there is a strong and positive link
between customer brand awareness and actual purchase. These findings are in line with
prior study, which found a substantial link between brand recall and brand purchase intent.
The larger the brand's recall in the consumer's mind, the more likely it is to be
regarded and purchased.
• Badgaiyan and Verma (2014) conducted a study on “Does urge to buy impulsively differ
from impulsive buying behaviour? Assessing the impact of situational factors”. The goal
of the study was to see how situational variables influenced impulsive buying behaviour.
In total, the influence of 9 situational variables on the constructs 'urge to buy
impulsively' and 'impulsive buying behaviour' was investigated. These
variables were classified as personal (money availability, economic health, social
influences, time constraints, and credit card use) and in-store (sales promotion, store
atmosphere, pleasant store employees, and store music). Examining the term 'urge to
 buy impulsively' and its association with numerous situational variables was another
key addition of the study. The findings revealed that the availability of money, nice store
staff, and the use of a credit card have a substantial impact on the desire to buy impulsively.
This brought to light the fact that store staff have an impact on the desire to buy, which is
subsequently translated into impulsive purchasing.
• A study conducted on The Effect of Shopping Emotions and Perceived Risk on Impulsive
Buying: The Moderating Role of Buying Impulsiveness Trait by Lee and yi(2008) found
out that customer ; experienced pleasure and arousal significantly predicted their impulsive
purchase intention, but arousal and perceived danger linked highly with impulsive buying
behaviour. Arousal was found to be the sole significant predictor of both impulsive buying
behaviour and impulsive buying intention, according to the evidence. The findings imply
that arousal, or how stimulated, excited, or frenzied one feels, is the most significantly
linked to impulsive buying. Furthermore, both pleasure and arousal shopping emotions
were found to be strongly linked to impulsive purchasing intent. As a result, there was a
relatively high link between shopping emotions and impulsive purchase, and our research
backs up previous results that impulsive buying is accompanied by intense emotional states.
• Kirti Singh Dahiya and Kirti Miglani (2013) highlighted that relevant studies should be
undertaken to analyse commercials that promoted illegal products in order to promote them
indirectly. Various product categories have been produced and advertised under the same
brand name of prohibited to promote products. The main goal of these commercials is to
get customers to remember the latent product's brand name. Another goal of this type
of advertising is to build brand positioning for forbidden products in order to promote
products in customers' subconscious minds. These adverts turn unlawful acts into
legal ones. The issue of surrogate advertisements should be thoroughly investigated.
• Mehta and Mishra (2021) discover that Surrogate advertising is one of various options
for promoting products that are prohibited from being advertised directly, such as cigarettes
and tobacco. TV commercials have greater clout than any other form of advertising.
Surrogate advertising is endorsed by some of Bollywood's most well-known actors
and athletes. The government has banned direct advertising of forbidden products, forcing
businesses to rely on surrogate advertising. Celebrities have a lot of clout when it comes to
surrogate ads. A sizable portion of the population believes that commercials encourage
them to consume more.
• Manjunath and Sreekanth (2015) highlights that after a court ruling in 1995 prohibiting
televisions from broadcasting tobacco and alcohol advertisements, the concept of surrogate
advertising was born. As a result, numerous businesses devised the concept of surrogate
advertising in order to sell their goods. The Association Standard Council of India (ASCI)
has taken the decision to ban advertising products that are damaging to people's health
when consumed. Liquor and tobacco-related products were among the products that were
prohibited from being advertised. Surrogate advertising arose as a result of this, and it
became a new approach to reach out to customers.
• A study on Surrogate Advertising: A Clandestine Attempt at Influencing People's
Choices – The Indian Perspective by Nayak et al.(2019)reveals that a country's
governing body has a significant obligation to safeguard its inhabitants' interests. It
is especially important to discourage the use of deplorable commodities such as tobacco
and alcohol, which hurt both direct users and those in the immediate neighbourhood. To
prevent potential consumers from succumbing to addictive chemicals, governments in a
number of nations have banned ads of deplorable commodities in popular media.
Companies dealing in prohibited products, on the other hand, look for surrogate advertising
to promote every permitted product under the same brand name, save the one that is
prohibited or deemed harmful to health. As a result, there is a hidden message underpinning
approved commercial methods.
• Modi and Jhulka (2012) It’s really difficult to figure out why consumers buy. The buyer’s
mind is a black box whose operation can only be deduced in part. The customer is subjected
to a variety of impulses that follow a convoluted path through his mind, finally leading to
overt purchasing responses. The study’s findings clearly illustrate that a variety of elements
influence a consumer’s purchasing decision in one way or another. It has also been noted
that Indian consumers are emotional, with family necessities taking precedence over other
factors.

Research Gap:

In most of the research papers there was no gender analysis which can help us understand that
It is insufficient to use half of the people, half of the ideas, or half of the energy. Gender analysis
into research is a crucial step toward producing more inclusive research findings. There is also
no emotional analysis which can indicate on how the moods can affect usage of alcohol.
Sentiment and emotion analysis allows organisations to monitor how their customers perceive
their offerings. This definitive book delves into how insights acquired from studying sentiment
and emotion may help to strengthen consumer connections and loyalty.

Research Design

Aim: To understand the consumer behaviour of alcohol drinkers to finds the right way to
market products for them.

Research Objective:

➢ To understand the gender analysis of Indian alcohol market

➢ To understand the emotional or sentiment analysis of Indian alcohol market.
➢ To analyse the factors that can increase the purchase intention of consumers
➢ To study the impact of different campaigns of alcohol market

Working Principles of the Research

➢ AAU Model

Awareness, attitudes, and usage (AAU) studies enable marketers to quantify consumer
knowledge, perceptions, beliefs, intentions, and actions. The findings of these surveys are
referred to as "tracking" data in certain firms since they are used to follow long-term changes
in consumer knowledge, attitudes, and actions.

➢ Tri-Component Model

A cognitive component, an emotive component, and a conative component comprise the

tricomponent model of attitudes. The cognitive component captures a consumer's product and
service knowledge and views (i.e., beliefs). They are as follows: Affective Element - A
product's or service's feelings and emotions. Cognitive Element - Product or service knowledge
and beliefs. Conative or Behavioural Element - Actions and behaviour in relation to the product
or service
➢ Big 5 Model

Many modern personality psychologists think that there are five basic aspects of personality,
which are sometimes referred to as the "Big 5" personality traits. Extraversion (sometimes
called extroversion), agreeableness, openness, conscientiousness, and neuroticism are the five
basic personality qualities.

Extraversion is associated with friendliness, agreeableness with compassion, openness with

creativity and curiosity, conscientiousness with thoughtfulness, and neuroticism with
melancholy or emotional instability.

Without taking a personality characteristics exam, understanding what each personality feature
is and what it means to score high or low in that attribute may provide insight into your own
personality. It can also help you understand people better depending on where they lie on the
continuum for each of the identified personality qualities.

Conceptual Framework

A conceptual framework is an analytical tool that comes in a variety of forms and

circumstances. It may be used in a variety of fields where an overall image is required. It is
used to distinguish concepts and arrange thoughts.
 Image 1.1: Conceptual Framework

Consumer Behaviour

The factors that will be considered in this aspect would be the psychological factors Human
psychology is an important component that determines consumer behaviour. Among the key
psychological elements influencing consumer behaviour are:

• Motivation
• Perception
• Attitudes

Adding to this factor are the Social Factors as we are continuously attempting to imitate other
humans in order to fit in with our environment. As a result, social variables impact our
purchasing decisions:

• Family
• Social Surroundings

These considerations are crucial in steering the wheels of consumer behaviour. These are the
variables that marketers use to establish who their target clients are, whether they shop every
day or only sometimes, and whether they research what they want to buy or buy on a whim.
Psychographic Factors

Psychographics are a consumer's psychological and cognitive characteristics that indicate

their views, values, and ambitions. Psychographics are used in marketing in conjunction with
demographics to analyse and advertise to consumers' purchasing behaviours.

• Gender

Gender differences can influence consumer decision-making processes and decision-making

difficulty. Gender differences influence actions and attitudes as well. There are also
disparities in male and female responses to marketing advertisements.

• Lifestyle

Lifestyle psychographics describe how a person perceives himself in society. Relationships,

employment, and other major life decisions can all have an impact on this component.

Psychographic segmentation, like behavioural segmentation, creates groupings based on

more personal or individual characteristics.

Emotional Factors

When faced with a decision, emotions from our past involving comparable situations impact
the options we examine. These emotions shape our preferences, which influence our decision.
Most essential, emotions motivate us to take action. Marketers have always attempted to
establish hypotheses about why people buy. They make the error of starting with the
product's features and advantages and then seeking for corresponding needs and motivations.
However, they should begin with the customer, which requires a grasp of how emotions
influence behaviour. Understanding the impact of human emotion on consumer decision
making is critical for any product's success. (Anne Stephenson)

Purchase Intention

Purchase intent, also known as buyer intent, is the degree to which consumers are willing and
inclined to purchase a product or service from you within a specific time frame. Purchase
intentions can be used to pilot a new distribution channel, assisting managers in determining
if the concept merits further development and determining which geographic regions and
customer categories to target through the channel (Morwitz et al., 2007). The purchase
intention of a customer relates to the consumer's attitude toward a certain purchasing activity
as well as the consumer's readiness to pay. This is, in essence, a signal of consumer
purchasing behaviour.

Tools to be used

The data will be collected using an interview method and the questions will be designed to
research the purchasing intentions of the target group. The questions will start with the
informed consent section. Following informed consent, the questions will record the subject's
Personal Profile or Sociodemographic Data Sheet; subsequent sections will be in the form of
5-point Likert Scale questions. The Personal Profile (PART-A) will be designed to collect
participants' sociodemographic information such as their age, gender, occupation, marital
status, family size, and annual income.

Statistical tools:

Following data collection, statistical analysis will be performed using NVivo which is a
qualitative and mixed-methods research software tool. It is specifically used to analyse
unstructured text, audio, video, and picture data, as well as interviews, focus groups, surveys,
social media, and journal articles.

Sample Design

Defining the population

The population of the study this are people residing in Bangalore above the age of 21 and below
the age of 35

Sample Frame

From the total population of Bangalore, people (Gen Z and Millennials) in the urban areas are
chosen as samples.

Sampling Method:

The sample chosen to serve a certain function. A representative of the target audience is chosen
for the study. The target demographic for this study is Bangalore residents. The sample picked
must serve the goal of persons who consume alcohol. As a result, the purpose sampling
approach will be employed to generate this sample.

Sample Size
As a 'qualitative, 5 people from the age group of 21-25 to target the Gen Z and 5 people from
the age group of 26 to 26, totalling 10 people.

Alternate Hypothesis

o There is no significance between gender and purchase intention

o Emotion has no role to play in a customers purchase intention for a particular category
of alcohol

Themes

➢ Gender
➢ Personality
➢ Emotions
➢ Demographics