Study of Consumer Perception about Business Strategy and Brand of Carlsberg

Abstract

Beer is perhaps the oldest and most popular of all alcoholic beverages in the world. Even though beer is unable to compete with the liquor market in India, there still remains a growing market for the beverage. Carlsberg operates in India through South Asia Breweries. The main purpose of the study is to study the consumer perception about business strategy of Carlsberg and to know the consumer perception level about Carlsberg as brand. Methodology: The study commenced with interaction with senior officials of South Asia Breweries and understanding of objective, business plan, supply chain, marketing set up etc. relating to Carlsberg brand. Thereafter a representative sample was selected which included consumers of beer. Sets of questions were developed to gather primary information for the project covering all the parameters as required. A field study was done to know the consumer perception about the Carlsberg beer. Findings: Carlsberg has gained brand awareness among the customers in a short period of time of its establishment in the market, Carlsberg prices have been accepted by the consumers but continuous availability is a problem which can be sorted out by improving supply chain management, also visibility of the product lacks in certain area due to lack in continuous availability of the brand and it has an incomparable product packaging in comparison with other available brands.

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