alexa Perception Study of Wine MarketCulture of an Emerging M
ISSN: 2169-0286

Journal of Hotel & Business Management
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Research Article

Perception Study of Wine MarketCulture of an Emerging Market-India-Will it Emerge from Infant to Growth Stage?

R.K. Srivastava*

Professor and HOD SIMSREE, University of Mumbai, India

*Corresponding Author:
srivastava RK
Prof and Research Guide
HOD Mkt, and academic head simsree
University of Mumbai-150, India
Tel: 0091-9819836861
E-mail: [email protected]

Received October 15, 2013; Accepted December 19, 2013; Published December 24, 2013

Citation: Srivastava RK (2013) Perception Study of Wine MarketCulture of an Emerging Market-India- Will it Emerge from Infant to Growth Stage? J Hotel Bus Manage 3:106. doi: 10.4172/2169-0286.1000106

Copyright: © 2013 Srivastava RK. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 

Abstract

Purpose: The purpose of this paper is to find out the consumer perception towards wine in emerging market like India. Design/methodology/approach: This study is based on questionnaire administered to respondents in the city on Nashik, which is the largest producers of wine in India and SARC countries, and Mumbai-the financial capital and mini India due to its population mix in the second phase. Total 280 respondents from both the cities of different age groups participated in this study. 150 are from Mumbai. It is a descriptive study. Findings: There is no wine culture in India. Age groups of 25 to 35 consume wines more compared to others. There is lack of awareness about the various types of wines and their consumption pattern. The most preferred brands are from Australia, Chile followed by France in India. Managerial Implications:This research may help in to develop a framework for consumer- centered planning. Small wineries mangers can evolve strategic marketing management based on contemporary developed consumer behavior and country-of-origin effects. Originality/Value: This is the first study to address on consumer perception towards wine in India. Since wine industry is in infancy stage in India, the present study represents an important contribution to understanding the interface between commercial interests and consumer’s perception towards wine

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