Submitted By: Chiranjive R Jagadal

USN: 1DS12MBA17

INTERNAL GUIDE:
Dr.LAKSHMI JAGANNATHAN
Professor, Department of
management studies
Dayananda Sagar College of
Engineering

EXTERNAL GUIDE:
Mr.R.K.KULKARNI
Branch Manager Hampi
Heritage Bijapur

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

Hampi Heritage Vineyards Pvt Ltd. Has been incorporated

under companys act 1956 having its registered office at
Arakeri road bhutanal tank, Bijapur-586101, Karnataka

Incorporated in the year 1999 , Financed by SBI.

100 acre plot was exclusively developed for growing French

variety grape

With expert management practices, good wine cultivation and

constant supervision at all stages has been the success story.

Mr. Ramesh C Jigajinagi is the man behind the krishna valley

winery success story. He along with Horiculture Scientist Dr
Shikhamani.

Vision
To be one of the most trusted and leading
wine manufacturer in our country.

Mission
To be the most admired leader in the wine
industry by creating unique high quality
brands for consumers, driven by highly
motivated employees and supported by bestin-class processes and continued

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)

STRENGHTS

WEAKNESSES

Indian wine consumption has grown 25-30%

Storage capacity is less

annually over a period of 5 years

Difficulty in storing wine due to lack of

Good climate for grape growing

Urban population is growing

Poor awareness of wine and infrastructure

Youth are craving an alternative to hard

People still prefer hard liquors like whiskey,

advanced cellars and refrigeration

liquors and developing more refined taste

rum etc over wine

Wine is becoming more acceptable to women

and youth

OPPORTUNITIES

Supermarkets are emerging to

THREATS

support wine distribution

Indian constitution discourages

alcohol consumption

Domestic market with increasing

Wine is viewed as a sin by some.

disposal income

Foreign Brands are being introduced

Growing tourism industry

Beverages are banned in some parts.

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 lifestyle
of consumer on the brand of wine preferred.
To study the impact of various demographics and its impact on
wine consumption.
To Relate and interpret the impact of various lifestyles on
preference of type of wine.

RESEARCH TYPE:

Descriptive research

SAMPLING PLAN:

Sample size-125

SAMPLING METHOD:

Convenience sampling method

QUESTIONAIRE TYPE AND THE

The structured questionnaire

STRUCTURE:

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

S.Satish & Dr.A.Rajmohan ,Consumer Behaviour and Lifestyle Marketing, Vol.1

Issue 10, October 2012, ISSN 2277 3622

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

Anna Hertzberg , Giulio Malorigo , Wine demand in Italy: an analysis of consumer

preferences , June 2004

Demetris Vrontis , Brand and product building: the case of the Cyprus wine
industry , 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 region
equity and their impact on consumer preferences, May 2007

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

Antonio J. Verdu Jover a, Francisco Javier Llorens Montes , Measuring perceptions

of 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 Any
Good?": Quality and Preference in Wine Consumption , May 2003

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 know
they 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.

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.
Result- The hypothesis was accepted.
Inference- Economically conscious personality has major impact on the
brand of wine consumed by the respondents

Hypothesis 3: There is significant relationship between home-oriented

consumer lifestyle and taste of wine consumed.
Result- The hypothesis was accepted.
Inference- Home-oriented consumer lifestyle has major impact on the Taste
of wine consumed by the respondents

Hypothesis 4: There is significant relationship between Health-conscious

consumer lifestyle and age of wine consumed.
Result- The hypothesis was accepted.
Inference-there is significant relationship between Health-conscious
consumer lifestyle and Age of wine consumed and it can be inferred that
Health-conscious consumer lifestyle has major impact on the age of wine
consumed by the respondents.

Hypothesis 5:There is significant relationship between Active consumer

lifestyle and Taste of wine.
Result- The hypothesis was accepted .

Hypothesis 6:There is significant relationship between Independent

consumer lifestyle and Bottling of wine.
Result- The hypothesis was accepted.
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.
Result- The hypothesis was accepted.
Inference-there is significant relationship between socially conscious
consumer lifestyle and aroma of wine consumed and it can be inferred that
socially consumer lifestyle has major impact on the aroma/smell of wine
consumed by the respondents.

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 with
packaging consumed by the respondents.
It was found that economically conscious lifestyle has major impact on the
brand of wine consumed by the respondents.

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.

Periodically feedback should be taken from the consumers to know

whether 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 should
understand 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.

Company should come up with more varieties of wines made of different

fruits 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 with
the requirements of customers.

There are many players in wine industry in Bijapur market. This has
affected the sales of Hampi Heritage wine products. The study on An
Empirical study on influence of consumer lifestyles on various quality
attributes of wine is 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 customers
preferred different quality attribute in a wine. Further it was found that
Ricco wine is the preferred wine in the market, so Hampi wines must reinvent 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