VOLUME-I, ISSUE-IV
ISSN (Online): 2350-0476
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INTERNATIONAL JOURNAL OF MULTIFACETED AND MULTILINGUAL STUDIES
AN ANALYTICAL STUDY OF WOMEN WINE CONSUMERS IN MUMBAI.
Dr.Aditi Raut
Assistant Professor
Dr.Jayashree Bhakay
Director,
Chetana`s R.K.Institute of Management and Research
Abstract
Today, Indian wine market is one of the fastest growing markets in the world. After globalisation India witnessed a growing middle class
adopting new lifestyle products. Wine is one of them. Indian wine consumers consider that the drink wine is a stylish, sophisticated drink .Women
wine consumers constitute a growing part of it. Considering emergence of women wine consumers and growth potential of wine market in India,
a study was conducted in Mumbai city in order to understand perceptions of women towards wine consumption. The focus of the study was on
factors influencing wine consumption. It was observed that socializing, professional activities and food habits do influence the wine consumption
by women. This paper attempts to throw light on women wine consumers in Mumbai. It majorly focuses on relationship between socializing and
wine drinking.
Keywords: globalization, lifestyle products, consumption, women wine consumers.
INTRODUCTION: The wine market in
India a decade ago was virtually nonexistent. Since then, it has become the
fastest-growing wine market in the world.
Fundamental changes including government
regulations, consumer behaviour, higher
incomes, industry advancements, media and
increased globalization have contributed to
this sector growth. While wine consumption
remains low the market has grown and
developed
considerably,
experiencing
growth of approximately 25-30% annually.
Despite certain advancements, challenges
still remain in the industry with regards to
consumer culture, importing and state
regulations. However, with continued
estimates of future growth for the wine
industry in India, and a growing middle
class, there are considerable possibilities for
opportunity in this market. The future of the
market, at least in the short-term, appears to
lie in providing wine that is affordable and
accessible, thus increasing consumption
within
the
mass
market.
Table-1 gives a clear picture about the wine market in India in value terms.
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Source: Datamonior 2009, http://www.ats.agr.gc.ca/asi/5542-eng.htm
WINE CONSUMPTION IN INDIA:
India’s wine consumption is rapidly
increasing and is forecasted to grow at a
compounded annual growth rate of 27 per
cent from 2010-12. India has emerged as
one of the fastest growing markets for wine
consumption on the global map.
According to the Nielsen Syndicated Wine
Study 2010; Indian wine industry has been
witnessing phenomenal growth in recent
years and the proliferation of brands has
only led to an evolution in consumer taste.
The Indian consumers are becoming more
and more discerning, an outcome of the
increasing choices that they have available
in the market. But one thing is for sure,
whatever wine they consume Indians
consider the drink a stylish, sophisticated
drink meant for successful people, Some
consider wine a drink for romantic occasions
and also consider it for gifting purposes. The
Nielsen survey was conducted across the
three metros – Mumbai, Delhi, and
Bangalore,
and
gauged
consumer
perceptions about
wine and their
consumption and purchase habits. The study
pointed out following interesting facts about
wine consumption.
ASSOCIATION WITH WINE: In Delhi
consumer’s associate wine for business
occasions, In Bangalore wine is associated
with success and relaxation. In Mumbai
wine is a drink suited for any season.
PRICE: In Delhi consumers consider wine
as an expensive drink, In Bangalore wine is
considered as expensive drink.In Mumbai,
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and wine consumers are not concerned about
price of wine.
DIFFERENT VARIANTS OF WINE:
Indian wine consumers prefer red wine over
other variants of wine in Delhi, Bangalore,
and Mumbai.
EXPERIMENTATION OF BRANDS:
The level of experimentation with different
brands is higher in Delhi and Bangalore than
Mumbai.
“Wine holds a distinct position in the Indian
consumers’ mind. It is seen as a
sophisticated, stylish drink as compared to
other alcoholic beverages, like Whiskey,
Scotch and Rum that are considered men’s
drink or Gin, which is considered a woman’s
drink. Lately with more international players
entering the market, the Indian consumer
has only progressed in their indulgence of
wine,” said Arti Verma, Associate Director,
The Nielsen Company.
The Same Wine Study also throws light on
consumer perceptions about wine and
consumption habits of Indian wine
consumer.
PERCEPTIONS
ABOUT
WINE:
Perceptions about wines are galore,
including some myths and some realities.
Nearly eight in ten (78%) Indian wine
consumers believe that wine should be
served in wine glasses only. While 76
percent believe that the wine should match
the type of food eaten, very few actually put
that to practice.
“Wine does not dictate the choice of food.
Lack of proper knowledge about wines is a
reason for such consumption patterns. There
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is scope to educate the Indian consumer on
map clarifies the geographical spread of
the right pairings of food and wine so that
Indian wine consumers. Eighty percent
the experience with the wine can be
consumption of wine in India is confined to
enhanced for the consumer,” said Verma.
major cities such as Mumbai (39%), Delhi
CONSUMPTION HABITS: More than six
(23%), Bangalore (9%) and the tourist
out of ten (62%) Indians consume wine only
dominated state of Goa (9%), while rest of
out of home, typically at a friend’s place or
India accounts to only 20% consumption.
in restaurants and pubs. Even for those who
The market dominance of Mumbai and
consume wine both in and out of home
Delhi ensures their place as the fulcrum
(32%), out of home consumption is much
points for any producer or distributor
higher. Wine consumption is mainly during
looking to increase sales to India. The city
special
occasions
like
birthdays,
of Bangalore with its high-tech industry
anniversaries, etc. for both in home and out
flow and the State of Goa with its tourism
of home consumption. Other occasions
sector are secondary, yet important markets.
include change in taste and before or with
Chennai and Hyderabad have much
any meal, for in home consumption and
potential due to the growth in their IT
business meetings and giving company to
industry but their government policies are
someone, for out of home consumption.
not yet conducive to wine sales
GEOGRAPHICAL
SEGMENTATION
OF INDIAN WINE CONSUMER: The
Map spread of wine consumers in India.
Source: Indian Wine Inc.,mhttp://www.imaginmor.com/wineindustryindia.html
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as wine. Consumer confidence is affected by
FACTORS INFLUENCING DEMAND
macroeconomic
factors
such
as
FOR WINE IN INDIA
The factors that determine the overall level
employment, interest rates and inflations, as
of demand for wine are:
well as political events.
DISPOSABLE INCOME: In general,
higher disposable income allows consumers
to spend more on discretionary products,
including wine. It can also serve to shift
consumers from low-price to high-price
products. No evidence of “trading down” –
in fact, consumers are “trading up” to
premium products due to increased spending
power and growth in young drinkers.
RELATIVE PRICES: Wine consumption
in India has been encouraged by the
favourable movement in wine prices relative
to beer and whisky prices. In past, this
resulted from the relatively favourable
treatment of beer and whisky as opposed to
wine.
CONSUMER TASTES: Wine is a close
substitute for beer and whisky. As such,
demand for wine depends on its appeal
relative to beer and whisky. Consumer
preferences are influenced by marketing and
beverage taste.
CURRENCY CONVERTIBILITY: The
increasing proportion of imports for this
industry means that exchange rates are an
important determinant of demand.
CONSUMER CONFIDENCE: Along with
growth in disposable income, greater
confidence among consumers in the outlook
of the economy stimulates higher
consumption of discretionary products such
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HEALTH CONSIDERATIONS: Some
research shows benefits to wine drinking in
moderation. Conversely, research has shown
the many negative aspects of drinking beer
and whisky. Beer in particular, due to its
high calorie content, is vulnerable to
consumer health considerations.
SOCIETAL ACCEPTANCE: In the past,
Indian consumers have not encouraged
alcohol consumption as a part of its society
and culture. However, with growing
awareness and new perceptions of young
consumers, alcoholic beverages like wine
may receive better social acceptance and
demand may shift.
WOMEN WINE CONSUMERS: The past
five years have seen a dramatic shift in the
drinking habits of affluent urban Indians.
More and more sophisticated city-dwellers
are giving up their old hard liquor habits and
switching to the softer option of wine. In the
90s, wine was still an afterthought at
celebrations or evenings out at the club, but
with increased availability of good,
affordable locally produced wine, drinking
patterns are changing fast.
During the last three years the trend has
accelerated, with wine consumption in India
jumping 25 per cent annually, a rate that
shows no signs of slowing down anytime
soon. What are the reasons for the spurt in
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wine drinking, and what was the tipping
heart disease of any ethnic group, so many
point?
doctors are advising their patients to switch
to wine.
One of the biggest factors is the social
RATIONALE OF THE STUDY: Keeping
acceptability of women having a drink. Until
in mind the developments in wine
recently it was still a tiny subset of women
consumption and the environmental changes
who would drink openly, while today most
in the country, this paper tries to explore the
college graduates think nothing of having a
wine consumption among women in India.
glass or two on a social occasion. Women
Since Mumbai segment accounts for 39% of
naturally gravitate towards wine, which has
wine consumption, we thought of conducting
the dual benefit of being more socially
a study restricting to women in Mumbai city
acceptable than hard liquor, and also more
only. The study is completed by
suitable to a woman's physiology.
administering a questionnaire to 140 women
in the city. The response rate was 130,
That shift is mirrored in Bollywood,
i.e.92.3%.
where not so long ago a woman who drank
After further analysis we noticed that only 96
on screen was perceived to be a vamp,
respondents are consuming wine. Therefore,
seductress or fallen woman. Then in Dil
the data is analysed for these 96 respondents
Chahta Hai you had Aamir Khan gifting a
and findings are presented in the paper.
bottle of wine to Preity Zinta, and that set
the trend. Today's heroine enjoys a glass of
wine with her man, as Priyanka Chopra does
OBJECTIVES:
with Abhishek Bachchan in Bluffmaster,
with absolutely no aspersions cast on her
 To understand effect of the social
character by the audience. The same
and professional activities on wine
actresses, potent role models for young
consumption among women
women, are seen daily on Page 3 holding
 To understand women wine
glasses of wine at fashion shows and gallery
consumers’ perception towards
openings.
health and wine consumption.
 To understand women wine
WINE AND HEALTH: Health has become
consumers perception towards wine
much more important among the affluent
and food pairing.
and educated which is clear with number of
gyms spreading all over. Wine gains from
HYPOTHESIS:
this trend, as it's perceived as a much
The study worked on following hypothesis:
healthier choice than spirits. The media has
extensively covered the health benefits of
1. The more a woman socializes the more is
wine, especially red wine, over the past few
her wine consumption.
years, and this definitely influences people's
Null Hypothesis (H0) - There is no relation
opinions. Indians have the highest rate of
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between women having more social
Null Hypothesis (H0) – The health
exposure and Wine consumption.
conscious wine drinking women believes
Alternate hypothesis (Ha) - There is direct
that wine consumption is bad for health.
relation between women having more social
Alternate hypothesis (Ha) - The health
exposure and Wine consumption.
conscious wine drinking women believes
that moderate wine consumption is good for
2. The wine drinking women who are health
health.
conscious
believes
that
moderate
consumption of wine is good for health.
THE ANALYSIS OF THE STUDY:
1. Total number of consumers drinking wine.
Out of 130 sample size, 74% of consumers drink wine, while 26% of consumers don not drink
wine.
2. Age:
Out of 96 women wine drinkers 42% come from age group of 18-25, 17% come from age group
of 26-40, 33% come from age group of 41-60, 17% come from age group of 61.
3. Education:
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Out of total women consumers 8% consumers are on doctorate level of education ,42% are
graduate level of education ,8% graduate level of education, other 42% consumers are on
Professional level of education.
4. Occupation:
Out of total women wine consumers 33% belong to business category, 8% belong to home maker
category, 17% women are of professional category, 42% women are from salaried category.
5. Number of years drinking wine.
8% of total women wine consumers are consuming it for less than a year.50% of them are
consuming for 2-5 years,42% are consuming for 5-10 years.
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6. Wine drinking frequency
33% are drinking wine monthly; while 25% are drinking wine occasionally and rest 42% is
drinking wine weekly.
7. First time wine drinking place.
8% are consuming wine at friend`s party,33% are consuming at home,17% are consuming on
board, rest 42% are consuming at office party.
8. Quanity of drinking wine.
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Out of 96 women drinking consumers, 33% women wine consumers drink one glass of
wine,42% of women wine consumers drink 1-2 glass of wine,17% of consumers drink 2-3 glass
of wine. Rest 8 % of consumers drink 3-4 glass of wine.
9. Social activities of Women
We classified social activities as travelling; get togethers with friends, weekend activities,
attending parties and then concentrated on wine consumption during these social activities, the
results are presented in the Graph.
10. Professional activities of Women
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The professional activities were identified as business meal, business flier, and professional
gatherings and during these activities the wine consumption was considered. The results are
presented in the graph.
11. Consumer drinking wine more at socializing
All women wine consumers drink more quantity of wine, while socializing.
12. Health conscious wine consumers
19% of consumers are not health conscious, while 78 % consumers are health conscious.
13. Consumers drinking more wine at socializing
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Women wine consumer drink more quantity of wine while socializing because 33% feel good
about it.17% find wine at a fundrink,25% lit wine, rest 25% feel nothing specific about it.
14. Wine drinking Consumers feel moderate wine drinking is good for health.
9% of women wine consumers feel that wine drinking is good for health, while 87% of women
feel that wine drinking is not good for health.
15. Wine and food
24% of the women wine consumers feel that wine can be enjoyed fully if it is paired with right
kind of food. While 72% of the women wine consumers do not feel that wine can be enjoyed
fully if it is paired with right kind of food
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Based on survey questionnaires following
questions are related to this analysis
1. Question to quantify social exposure.
2. Question to quantify Wine consumption.
Testing hypothesis
Bivariate Correlation test performed on 96
samples from women population drinking
wine. For statistical analysis socialism is
quantified using numeric score of one being
low on scale, two being medium and three
being highest on scale. Wine consumption
is represented in liters per years unit.
TESTING OF HYPOTHESIS
Testing #1 Hypothesis
The first hypothesis is that more the woman
socializes more is her Wine consumption,
Null Hypothesis (H0) - There is no relation
between women having more social
exposure and Wine consumption.
Alternate hypothesis (Ha) - There is direct
relation between women having more social
exposure and Wine consumption.
Descriptive Statistics
Mean
Std. Deviation
N
TypeOfSocialization
2.0000
.91766
96
WineConsumption
9.3900
11.38128
96
Correlations
Type Of
Wine
Socialization Consumption
Type Of
Socialization
Pearson Correlation
.853**
1
Sig. (2-tailed)
.000
Sum of Squares and Crossproducts
Covariance
N
Wine Consumption Pearson Correlation
Sig. (2-tailed)
80.000
846.720
.842
8.913
96
96
.853**
1
.000
Sum of Squares and Crossproducts
Covariance
N
846.720
12305.693
8.913
129.534
96
96
**. Correlation is significant at the 0.01 level (2-tailed).
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Statistical inference – The value against
wine consumption is bad for health.
Pearson correlation i.e. 0.853 is the RAlternate hypothesis (Ha) - The health
Value. Since, that is positive and
conscious wine drinking women believe that
significance (2 tailed) value of 0.000 is
moderate wine consumption is good for
below 0.01, we reject the null hypothesis
health.
(H0) and accept alternate hypothesis (Ha)
Based on survey questionnaires following
that women with high social activity have
questions are related to this analysis.
higher wine consumption.
Testing hypothesis
A cross tabulation test performed
Testing #2 Hypothesis
on 96 samples from women
population drinking wine.
The second hypothesis is that the wine
drinking women who are health conscious
believe that moderate consumption of wine
is good for health.
Null Hypothesis (H0) – The health
conscious wine drinking women believe that
Case Processing Summary
Cases
Valid
N
HealthConcious *
ModerateWineConsumpti
onGoodForHealth
Missing
Percent
96
N
100.0%
Total
Percent
0
N
Percent
.0%
96
100.0%
Health Conscious * Moderate Wine Consumption Good For Health Cross
tabulation
Count
ModerateWineConsumptionGoodForHealt
h
No
HealthConcious
Total
92
0
0
92
No
0
1
1
2
Yes
0
1
1
2
92
2
2
96
Total
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Yes
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Chi-Square Tests
Value
Asymp. Sig.
(2-sided)
Df
Pearson Chi-Square
96.000a
4
.000
Likelihood Ratio
33.255
4
.000
N of Valid Cases
96
a. 8 cells (88.9%) have expected count less than 5. The
minimum expected count is .04.
Statistical inference – The Pearson chiconsumers lead an active social life. Women
Square p-value cross tabulation of frequency
wine consumers consume wine at home,
count of Yes and No answers for Health
office party or social party. They prefer to
conscious wine drinking women against
drink wine but they consume more wine
their belief for degree of freedom 4 and
while socializing than drinking alone at
sample size 96 is 0.000. Since, Asymp
home. One of the interesting facts is women
significance p-value of 0.000 is below 0.05,
wine consumers associate wine drinking to
we reject the null hypothesis and accept
health. They associate wine and food. It
alternate hypothesis that health conscious
shows a good knowledge about wine. This
wine drinking women have a belief that
segment of market can be further explored
moderate consumption of wine is indeed
by the wine marketers and design their
good for health.
promotion
strategy
accordingly.
CONCLUSION: This study clearly
indicates that Indian women wine
References:
1. Berry Ben,2010,The Wine Market in India: Opportunities for Canadian Wine Exporters.2010
[Online]. Available:http://www.ats.agr.gc.ca/asi/5542-eng.htm
2. Berry Ben,2010,The Wine Market in India: Opportunities for Canadian Wine Exporters.2010
[Online]. Available:http://www.ats.agr.gc.ca/asi/5542-eng.htm
3. Administartor indianwine.com, 2011 - India gets a taste for wine!
[Online]. Available: http://indianwine.com/cs/blogs/indian_wine/archive/2011/04.aspx
4. Banerjee Biswarup, 2010,Wine … a sophisticated and stylish drink for Indians
[Online]. Available: http://in.nielsen.com/news/20100713.shtml
5. Author unknown, 2010, Wine Industry India
[Online]. Available: http://www.imaginmor.com/wineindustryindia.html
6. Author unknown, 2010, Wine Industry India
[Online]. Available: http://www.imaginmor.com/wineindustryindia.html
7. Samant Rajeev, 2007, Through The Wine Glass
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[Online]. Available: http://articles.timesofindia.indiatimes.com/2007-08-04/editpage/27964041_1_red-wine-wine-consumption-wine-glass
8. . Samant Rajeev, 2007, Through The Wine Glass
[Online]. Available: http://articles.timesofindia.indiatimes.com/2007-08-04/editpage/27964041_1_red-wine-wine-consumption-wine-glass
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