RESEARCH PROJECT REPORT

On
DRINKING PATTERN OF WOMEN AGED
BETWEEN 20-30 YEARS

Towards partial fulfillment of

POST GRADUATE DIPLOMA IN MANAGEMENT

(PGDM)
(IILM Academy of Higher Learning, Lucknow)

Guided by Submitted by
Dr. Neha Tiwari
Suraj kumar Dutta, Vageesha Gupta, Diksha
Shukla, Anmol, Anshika Shukla, Nivesh Gahoi

Session

2020-2022

ILM Academy of Higher Learning

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 ACKNOWLEDGEMENT

We have taken efforts in this project. However, it would not have been possible without the kind

support and help of many individuals. We would like to extend our sincere thanks to all of them.

We are highly indebted to Dr. Neha Tiwari for her guidance and constant supervision as well as

for providing necessary information regarding the project & also for their support in completing

the project.

We would like to express our gratitude towards our parents and classmates for their kind co-

operation and encouragement which helped us in completion of this project.

Our thanks and appreciations also goes to all those who helped us in developing the project with

their abilities.

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 PREFACE

Through this research study, we aimed at studying the drinking pattern of woman aged between

20 to 30 years in the urban middle class setting. Considering the ever-growing share of women in

the alcohol consumer market, this topic provides an interesting and rewarding ground for

learning and practicing research skills.

This study helped us to enhance our knowledge regarding where the society is heading, does

every gender contributing equally to industries these days, does women segment is increasing

their contribution in every possible industry, what is their mind-set/psychology regarding the

alcoholism.

The study helps in drawing some conclusions about how much women segment spend on their

drinking, what was the reason that they started consuming alcohol, average age when they started

it, or do they consume more in certain situations or consume more when it’s of the brand they

most prefer, and lastly what was the pattern of their drinking. Major Alcohol companies in India

participate in a very fierce competition to take more and more market share and as time passes,

the best way to expand would be to target new audiences. Focusing on the women segment and

capturing their trust and loyalty could mean a huge addition in the market share of any company.

We hope that the conclusions drawn in the study are helpful for companies to market their

products more efficiently to the new target segment.

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 TABLE OF CONTENTS
Title Page Nos.
Introduction 5
Industry profile 6
Objectives of the study 10
Research Methodology 11
Method of data collection ..
Data Source ..
Sample design ..
Universe ..
Sample type ..
Sample size ..
Sample Unit ..
Statistical tools to be used ..
Problems and limitations 18
Findings, Analysis & Interpretations 19
Conclusion 31
Bibliography 32
Appendix 33

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 INTRODUCTION
There are several alcoholic drinks that have prevailed since ancient times in India. Alcohol says lot
about Indian culture and customs. Research attention to drinking pattern of women which is
influenced by culture norms and has been greatly increased in recent decades.
The research has been focused on a few basic questions like what age of women do drinking, are
they independent or not, what kind of drinks they prefer and whether they are into regular or just
take occasionally etc.
Alcohol consumption among women is rapidly increasing, not only because she wants to relax and
have fun but there’s more to know. Questions like ‘Are women more prone to absorb bigger drinks?’
‘Do women have higher alcohol levels in their blood than men?’ are being asked and studied.
According to our survey, women in the age group of 22-25 are more high frequency drinkers when
they are student as compared to women when salaried or house maker and are on their own.
This study of women helps us to firms and organizations to improve their marketing strategies by
understanding the issues like how women think, feel and select among different alternatives.

INDUSTRY PROFILING
An alcoholic drink is a drink that contains ethanol, a type of alcohol produced by fermentation of
grains, fruits, or other sources of sugar. The consumption of alcohol plays an important social role in
many cultures.

India alcoholic beverage industry is one of the biggest alcohol industries across the globe only
behind from two major countries such as China and Russia.

Growing youth segment and working women population, rising incomes and rising purchasing
power, higher brand consciousness, changing consumer preference, growing urbanization and
Increase in number of upper middle class are the biggest drivers in the growth of Alcoholic
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 Where do you Have you or Do you feel guilt or Is your family Can you stop
prefer to drink? somebody else remorse after aware of our drinking whenever
been injured as a drinking? drinking? you want to?
result of your
drinking?

Valid 59 59 59 59 59

Missing 13 13 13 13 13
Mean 1.3898 2.0000 1.8475 1.7797 1.0508
Median 1.0000 2.0000 2.0000 2.0000 1.0000
Std. Deviation .49190 .37139 .36263 .72082 .22157

Range 1.00 2.00 1.00 2.00 1.00

FREQUENCY TABLE

AGE

Frequency Percent Valid Percent Cumulative Percent

19 5 6.9 8.5 8.5

20 6 8.3 10.2 18.6
21 8 11.1 13.6 32.2
22 9 12.5 15.3 47.5
23 15 20.8 25.4 72.9
Valid 24 8 11.1 13.6 86.4
25 5 6.9 8.5 94.9
26 1 1.4 1.7 96.6
29 1 1.4 1.7 98.3
10.00 1 1.4 1.7 100.0
Total 59 81.9 100.0
Missing System 13 18.1
Total 72 100.0

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 Occupation?

Frequency Percent Valid Percent Cumulative

Percent

Student 40 55.6 67.8 67.8

Salaried 17 23.6 28.8 96.6

Valid Bussiness/Self Employed 1 1.4 1.7 98.3

Housewife 1 1.4 1.7 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

What is your pattern of drinking?

Frequency Percent Valid Percent Cumulative Percent

Occasionally 47 65.3 79.7 79.7

Socially 10 13.9 16.9 96.6

Valid
Regular 2 2.8 3.4 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

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 What Drink Do You Prefer?

Beer 18 25.0 30.5 30.5

Wine 8 11.1 13.6 44.1

Whiskey 13 18.1 22.0 66.1

Valid Vodka 15 20.8 25.4 91.5

Rum 3 4.2 5.1 96.6

Other 2 2.8 3.4 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

Why did you start consuming alcohol/drink?

Frequency Percent Valid Percent Cumulative Percent

peer pressure 1 1.4 1.7 1.7

curiosity 31 43.1 52.5 54.2

Valid it felt good 20 27.8 33.9 88.1

adult influence 7 9.7 11.9 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

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 Where do you prefer to drink?

Frequency Percent Valid Percent Cumulative Percent

indoor 36 50.0 61.0 61.0

Valid outdoor 23 31.9 39.0 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

Have you or somebody else been injured as a result of your drinking?

Frequency Percent Valid Percent Cumulative Percent

yes 4 5.6 6.8 6.8

no 51 70.8 86.4 93.2

Valid
maybe 4 5.6 6.8 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

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Do you feel guilt or remorse after drinking?

Frequency Percent Valid Percent Cumulative Percent

yes 9 12.5 15.3 15.3

no 50 69.4 84.7 100.0

Valid

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

Is your family aware of our drinking?

Frequency Percent Valid Percent Cumulative Percent

yes 23 31.9 39.0 39.0

no 26 36.1 44.1 83.1

Valid
maybe 10 13.9 16.9 100.0

Total 59 81.9 100.0

Missing System 13 18.1

Total 72 100.0

Can you stop drinking whenever you want to?

Frequency Percent Valid Percent Cumulative Percent

yes 56 77.8 94.9 94.9

Valid no 3 4.2 5.1 100.0

Total 59 81.9 100.0

Missing System 13 18.1
Total 72 100.0

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 ANALYSIS

With the represented data we could see that women of age group of
between 21-25 years have high frequency drinking capacity when they
are most probably in the student phase as per the graph 2 of occupation.

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 The study also defines that woman most probably like to drink
occasionally and are not daily drinkers their drink preference is less
alcoholic drink which has less alcohol content which is beer, as shown in
the below graph of drink preference.

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The graph considerably shows that most of the women started drinking
out of curiosity and mostly prefer to drink indoors in the comfort zone.

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When asked women about any injury caused by them after drinking in
came into consideration that no one has been injured by their drinking
habit and women of modern age do not feel guilt after drinking.

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When this question has been asked to women segment that whether their
family know about this, than it is concluded that most of their families
are not aware about this habit of them, and if in case they have to have to
stop drinking in future they can do it probably as they are not the regular
consumer of it.

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 INTERPRETATION

As expected, women in the age group of 22-25 are more high frequency drinkers.
It is seen in the survey that the students are sharing the major area of charts, they
tend to drink more as compared to any other category. Also the number of students
aged between 20-23 years is the age where they tried their first drink( any alcohol)
is more as compared to any other category is because of the curiosity they have at
their age which stimulates them to drink.

From the study it can be interpreted that women segment is not a frequent drinker
unlike male segment. They mostly drink occasionally or may be sometimes in their
social gatherings.

Also later in the survey when we asked, why did they start drinking (any alcohol)
is only because of the curiosity.

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Women segment generally drink indoors as because they usually drink with their
friends or with the people they are comfortable with. They don’t prefer to drink
outdoors generally.

Thus this study shows that women comparatively drink more often when are in
their student life as compared to when have a define income and are settled.

CONCLUSION
Drinking per se and high-volume drinking were consistently more prevalent among

women of age group 22-24. Women in all age groups were consistently more

likely to have stopped drinking after the age of 25. Among drinkers, the prevalence

of high-frequency drinking was consistently greatest in the youngest age group.

Unexpectedly, the prevalence of drinking per se did decline consistently with

increasing age, and declines. The study shows that women prefer fewer alcoholic

drinks like beer as compare to alcoholic drinks and the underlying reason could be

any. The study shows out of 100, 54% women started drinking out if curiosity.

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As expected, women in the age group of 22-25 are more high frequency drinkers

when they are a student as compared to women when salaried or a house maker

and are on their own. This study shows that women comparatively drink more

often when are in their student life as compared to when have a define income and

are settled.

BIBLIOGRAPHY

1. Kothari, C.R. Research Methodology. 2nd ed., New Age International Publishers, 2004.

2. “Convenience Sampling - Research Methodology.” Research-Methodology, https://research-

methodology.net/sampling-in-primary-data-collection/convenience-sampling/. Accessed 24

Apr. 2020.

3. The Truth about Marketing to Women. https://www.marketingdonut.co.uk/marketing-

strategy/your-target-market/the-truth-about-marketing-to-women. Accessed 24 Apr. 2020.

4. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2844334/

5. https://www.ambrosiaindia.com/2020/12/binge-drinking-is-cool-for-indian-women/

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6. https://www.alchemer.com › Blog

7. https://lo.unisa.edu.au/mod/book/view.php?id=646443&chapterid=106605

8. https://www.educba.com/what-is-spss/

APPENDIX

QUETIONNAIRE

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