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International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Consumer Preferences for Domestic Wines in Delhi-N.C.R. Region

1MohitMalik, 2Dr. Apeksha Bhatnagar, 3Dr. JaswinderKumar 1Research Scholar, Amity University Jaipur Rajasthan. 2Asistant Prof, Amity University Jaipur Rajasthan. 3Asistant Prof. Panjab University Chandigarh

Abstract In India the wine market is in a formative process. Wine is considered a refined beverage and in reality considered safer than other alcoholic beverages like Whiskey, Vodka, and Rum etc. Even among women and the young starters this element has made it famous. Drinking wine is a growing trend in India. Drinking wine is no longer viewed as a bad topic by customers. This research aims to establish a deeper picture of the consumer preferences in Delhi for domestic wine. The research was conducted through a method of questionnaire surveys in NCR's Delhi and tri-city areas. Online survey approaches gather quantitative data consisting of standardized questions that are only aimed at Delhi-NCR wine customers and evaluated using SPSS 16.A total of 149 customers were surveyed about their preferences of domestic wine and purchasing behaviour. This paper finds out that India's wine industry is largely informal and at a nascent stage of production. Wine producers can enhance their efforts in wine-making by understanding emerging technologies and market demands. Strategies for regional business growth will help encourage domestic wine and often concentrate on the application of innovative techniques. The study contributes to the analysis of wine marketing & customer behaviour by defining the characteristics and customer desires and motives that are essential to the broad Indian wine industry in order to sell wine Keywords: Domestic wines, consumer preference, wine consumers, market demand, Delhi,N.C.R

1 Introduction:

India's large and increasing customer base poses a variety of possibilities – and almost as many obstacles – for a major potential market for wine.It is the world's second most populous country with 1.3 billion residents, and has the world's largest youth population of over 800 million citizens under the age of 35, generating unparalleled growth opportunities across all consumer products1.

Compared to the global average of 4liters per year per capita, wine intake in India is very small at about 10 milliliters per year ((Technopak, 2012). The analysts expect the Global Wine Market for the duration 2018-2022 to rise at a CAGR of 1.59 per cent. Expanded travel and teaching, as well as advancement in interchanges, for example, expanding worldwide through broadcasting firms and the internet, have led to the assembly of preferences and inclinations in different groups of products large and wide like wine.

During the past five years, the not-so-developed young Indian wine industry has experienced rapid development. The industry has seen expansion in all wine types. Many of the doctors in India are promoting wines as a healthy beverage for wellbeing. With rising wine festivals and informative wine yard tours contributing to increased awareness among consumers, the growth line of Indian wine demand is projected to continue to rise and extend to new heights in the immediate future2.

According to the study "India Wine Market Review, 2018-2023," with a CAGR of approximately 25% and increased imports from foreign countries such as USA, France, Germany, Australia, Italy, etc. the

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Indian wine industry has achieved excellent growth in the past five years. While foreign wine imports have seen growth in recent years, some consumers still do not consider Indian wines can compete with international wines in terms of quality. In modern India sales of alcohol are on the rise. Maharashtra is the largest wine producer region in India and Nashik, Sangli, and Pune are the major sub-regions there. With wide vineyards and wineries present in this area, such as Sula Vineyards, York Winery, Soma Vineyards, Four Seasons, Grover Zampa, etc. The other big region is Karnataka (Bangalore) with the existence of Grover Vineyards, Himachal State (Himachal Pradesh) with the existence of wide regions cultivating grape3.

The Indian wine industry reported a double-digit compounded annual growth rate of over 14 per cent between 2010 and 2017, making it India's fastest rising alcoholic product. Metropolitan cities in India form the centre for wine consumption. Mumbai is in the top spot representing 32% of overall wine consumption in India, followed by Delhi NCR and its Gurugram tech-city at 25%; Bangalore at 20%; and Pune and Hyderabad at 5% and 3% respectively4.

There are many wine attributes like price, colour, packaging, brand and taste etc. contributes to uncertainty the cycle process of purchasing of wine. This presents big problems for distributors when it comes to selling the correct commodity mix. Issues like consumer preferences and perceptions are important in emerging Indian wine market for better development (Ritu Mehta, NiveditaBhanja, (2018).Wine is one of India's highest taxed goods because it is considered a privilege, not a requirement. N.C.R. is the centre for the introduction of Supermarkets to boost wine delivery systems to supply customers with various styles of wine (COMPREHENSIVE STUDY OF THE INDIAN WINE MARKET). The pattern for wine consumption in India is much different from other developed countries.

I.I Wine Consumption In India Is On The Rise

The Indian customer competitive sector is largely divided between urban and rural markets and draws foreign marketers. The market comprises an overwhelming middle class, a fairly broad wealthier community, and a tiny socially deprived population. India's per capita GDP is forecast to hit 3,273.85 US$ in 2023 from 1,983 US$ in 2012. Maximum consumer expenditure is expected to arise in the areas of food, lodging, FMCG, and transportation and communication5. India ranks among the world's fastest rising economies. With both population and disposable income rising, India is projected to see wine consumption rising (Ponnam, A., et al 2017). Recently, focus has shifted to new markets in Asia, including India, such as the US, Latin America and emerging countries. India is the world's second – most populated nation (World Bank Estimates, 2014). Just 1-2 per cent of India's 123,000 acres of vineyards are used for wine-making. Indian wine-producing areas include Nashik, Pune, Bangalore, Hampi Hills, Bijapur, and Karnataka6.

Table -1

Major wine producing wineries in India

Name of winery Location Sula Vineyards Gangapur Dam Nashik Grover Vineyards Bangalore, Karnataka Chateau d’Ori Vineyards NheraOri hills Nashik Fratelli Winery Solapur York Winery Nashik Soma Vineyards Nashik Four Seasons Vineyards Baramati, Pune Charosa Vineyards Charosa

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` According to consumers in India wine is costly compared to other alcoholic drinks such as beer, whiskey, rum, vodka etc. and a few male informants, wine is rather pricey so they believe they should get additional mugs of beer at the same amount ((Ponnam, A., et al 2017). Indians are not still well educated about wine and match wine with food, as it not traditional in Indian culture.

Fig:-1

Indian wine market value (INR Cr.),

Imported: 175,

Domestic: 1075

Source: Industry Sources, Technopak Analysis

The total Indian wine industry can be measured at a selling price of 9.75 lakhs, or INR 175 crore (USD 31.59 million), and is rising at a 20-25 per cent CAGR. The aggregate demand can be split into domestic and foreign industries comprising 70% and 30% respectively. In terms of distribution outlets, supermarket and institutional revenues, which account for 60 per cent and 40 per cent respectively, the Indian wine environment, can also be bisected7. Australia is India's top wine exporter by value and volume. India purchased 5.2 million liters of wine in 2018, at an extremely low valuation of US$ 27.4 million (about A$ 40 million). Roughly 550,000 cases of wine were imported by the government, an improvement of 75,000 on 2017.Although there is a large retail bottle market priced below A$ 30, heavy duty and taxes on imported wine indicate importers are better aiming to pay a small FOB price-about A$ 2 to A$ 3.50 FOB per bottle8. As Indian cities draw more and more affluent people, exclusive opening of new wine bars and cocktail clubs, and the number of restaurants and high-quality hotels has risen in the cities.

I.ii. Consumer behaviour

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` From the client's viewpoint in India it is obvious that a consumer has a position with a family in a society. The family takes in explorers who are motivated by sound exchanges. Cultural factors, socioeconomic influences, human components and behavioural variables greatly affect their buying actions throughout the selection process. The principal problem to be asked is the reaction of customers to various forms of marketing strategies (REKHA MISHRA,NEERAJ KAUSHIK, 2014). Consumer behaviour is the analysis of the collection, acquisition, usage and disposal of products, resources, ideas or interactions by people, groups and organisations to fulfil their desires and wishes. For a number of factors and uses the buyers purchase specific good and service (E. Thangasamy&Dr.GautamPatikar, 2014).

Consumer conduct is determined by the consumer psychology that applies to researching market purchasing propensities (Figure 2). It is researching people, meetings or organizations and the processes they utilize to select, utilize, and dump items or administrations in order to satisfy their needs and wishes. It is highly necessary for marketers to consider what encourages a consumer to purchase a specific object, and what stops it from purchasing it (Manish Kumar Srivastava, A K Tiwari, 2014). Consumer activity consists of individual perceptions, emotions, observations and behaviours, with external environmental variables such as commercials, costs and commends. In fact, customer behaviour is a complex phenomenon owing to the frequent shifts in consumers' thoughts, expectations and actions as an person or as a collective (Peter, and Olson,. 2008).

Fig:-2 Consumer Psychology Model

Source:https://www.semanticscholar.org/paper/Digital-marketing-impact-on-the-consumer-decision- Reddy/27ff00118ce5e8232f131bbdcb4a9bbbeafd273a

I. iii. Consumer characteristics analysis:

Customer satisfaction mediates the interaction between customers' views and their loyalty either in full or in part. The direct or indirect impact of commodity and service quality experience as well as perceived market parity on consumer satisfaction are attributed to the varying degrees of intangible value correlated with each of the specific service, product and industries (Lien-Ti Bei Yu-ChingChiao, 2006). Consumers consider the "availability" and "price" of the goods as important reasons for their buying decisions in relation to consumer characteristics. On the other side, the demand is considered negligible as a means of buying decision. "Availability," one of the key variables (determinants) of buying decisions, is defined by size of the family and rate of transactions. When purchasing frequency declines, buyers search for goods of a higher price level; therefore they are price seekers (RaufNisel, 2006).

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Consumers build standards, evaluate, meditate and eventually behave using price as a starting point. It has been shown that the measured price is relative to a reference point, resulting in losses and benefits from this relation, whose effect was also founded on the choice of brand (Rodolfo V á zquezCasielles, Bego ñ a Á lvarezÁlvarez, 2007).

2 Revıew Of Lıterature

The importance of the brand as a way of purchasing wine increased for those customers who drink wine more frequently. Price is the most influential element affecting the consumer's choice to buy wine from a wine shop. Cost became more influential for those customers who purchased wine less regularly than others who consumed wine less than $15.00 a bottle (Batt, P. J. ; Dean, A.2000). The private label influences customer preferences just marginally, with a detrimental or positive impact based on the original price of the product (Anna Hertz Berg, GiulioMalorgio,2008).Consumer desires may be determined by examining customer decision patterns that look at various motivating factors (R. ArborettiGiancristofaro, V. Boatto, T. Tempesta& D. Vecchiato (2015). With a comprehensive communication approach, a marketer will find a way to consider consumers' wants, expectations and requests (Leonardo Casini, et al, 2008). Consumers have strong potential demands on rising commodity category due to the lack of commodity variety in Delhi-NCR sector (RekhaMishra, NeerajKaushik, 2013). The buying of a wine does not take place without taking into consideration a variety of considerations, such as area of origin, level of purchase, market experience, commodity quality and customer tastes, etc. (Thomas S. Atkin& Sandra K. Newton (2012). Some customers recognize what they want and pick a wine based on their knowledge, or the labelling signs of the product.The promotion of a wine kit consisting of many interrelated signs (bottle form, colour, closing, and product design), interfaces with main variables in customer engagement, wine awareness, self-confidence, and the ability to make buying choices (Nelson Barber MS, CPA & Barbara A. Almanza RD, PhD, CFSP (2006). Consumers have in certain instances demonstrated a desire to pay a premium for environmentally sustainable goods. Consumers are continuing to adjust their actions and incorporate environmental factors into their decisions, such as how good goods suit their desires and how such items impact the natural world (Nelson Barber (2012). Pairing wine with meals was listed first as the intention of consuming wine while advice from family or acquaintances played a significant role in decisions to purchase wine (AdarshBatra,2008). Area of origin ranges in value within market circumstances and preconditions as a criterion of preference. Area of origin plays a fairly high role in the decision-making phase of customer wine-buying, while wine style and grape variety are the most significant variables of choosing in the cycle of purchase (Johan Bruwer , Elton Li , Simon Lang & Sylvia Chaumont (2012). Japanese wine consumers give important to wine’s area of origin and based on the condition surrounding use and perceived social risk amount (Johan Bruwer Courtney Buller,(2012).Loyal customers are good for a business.

A central feature of business strategies has been the ability to consider the way customers make their purchases, and in particular the ability to recognise variables affecting customer engagement for individual goods (Leonardo Casini , Cam Rungie& Armando Maria Corsi (2009). The powerful conviction that de-alcoholic wine has safety benefits has led to its low demand by the popular community of moderate or no alcohol consumption (OlusegunLasekan, Joe M. Regenstein, (2012). High wine problems appear to favour wine formulations associated with the so-called foreign model of high ethanol and sugar above the dry wine stage (Manuel Malfeito-Ferreira, Charles Diako& Carolyn F. Ross (2019). Marketing campaigns encouraging the accessibility of awareness will improve knowledge-based decision-taking, minimize perceived risk of making incorrect choices and raise the trust of wine buyers in their options (Steven R. McClung, Kimberly A. Freeman & David Malone (2015).Wine advertisers pursue a better understanding of their clients, the socialization mechanisms that drive buyers to embrace wine in their lives are a common concern (DrJaneen E. Olsen, Liz Thach And & Linda Nowak (2007).

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Global borders and conventional cultural borders are being blurred, customer tastes for styles of alcoholic drinks, particularly wine, seem to be influenced less by past national norms and more by increasing tolerance of cultural change (David E. Smith & Darryl J. Mitry (2007). Wine is daunting, often frustrating to customers at times. A lack of awareness regarding making wine decisions will contribute to less wine intake and too little exploration (D. Christopher Taylor PhD , Tim H. Dodd PhD & Nelson Barber PhD (2008). Younger buyers continue to favor Italian wines to American wines although certain older customers also favour international, affordable wines. Many domestic wine buyers have demanded higher costs, reflecting likely a limited market for Albanian high quality wines (EdvinZhllima, et al, (2012). When a customer is unsure regarding having a wine pick, women are more likely than men to request guidance from shop employees, waitress, and sommelier or winery workers. While wine area is of great significance to both men and women, women depend more on medals and prizes than men.Often, labelling and shelf tags are significantly more important to women (Thomas Atkinet, al, 2007).This paper is primarily on recognizing Indian wine consumers' inspiration and attitudes. Linked foreign publications also provided important perspectives for the study's emphasis. There are very few studies accessible on Indian consumer attitude towards domestic wines in N.C.R. Hence this paper also aims to fill the void in information.

3 Aım For The Study

In India, the trend of wine consumption is somewhat distinct from in developing countries. This work is therefore aimed at examining the attitude and behaviour of consumers towards domestic wines in Delhi- NCR.

4 Objectıves

This research would define the general user of wine with age, gender, and family structure, degree of education, occupation, and income classification. This would also investigate customer perceptions in Delhi-NCR. Finally, it will investigate the domestic wine preference of Delhi-NCR consumers.

Therefore the objectives are as follows:

i. To study customer attitude towards domestic wine in Delhi-NCR market. ii. To study the demographic distribution of wine consumers in Delhi-NCR. iii. To study the buying behaviour of domestic wine consumers. iv. To explores implications for domestic wine producers and marketers in Delhi-NCR market.

5 Research Desıgn

The study used was descriptive in nature and focused primarily on population consist of consumers of domestic wines in Delhi-NCR. The sampling technique used was convenient sampling. Data was collected from primary data sources that from wine consumers and also from secondary data sources that is from wine marketers, which consisted of some well know wine bars, hotels and restaurants in Delhi- NCR, who is serving Indian and international wines. One hundred and forty nine responses were received via online questionnaire, face to face and telephonic interviews. Different statistical methods were used to do data analysis using SPSS 16 and to draw inferences for the research. The data obtained for the analysis is restricted to Delhi-NCR consumers of domestic wines. The research is subjective in nature and

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` sensitive to the perception and analysis of the meaning by the researcher and the input from the respondent.

Table-2

Demographic Analysis

S.No Variable Parameter Frequency Percentage

1. Gender Male 105 70.46

Female 44 29.53

2. Age Between 25 to 35 16 10.73

Between 35 to 45 37 24.83

Between 45 to 55 65 43.62

Above 55 31 20.80

3. Marital Single 29 19.46 Status Married 103 69.12

Separate 17 11.40

4. Education Senior secondary 11 07.38

Graduate 69 46.30

Post- Graduate 37 24.83

Above Post- Graduate 32 21.47

5. Profession Students 19 12.75

Job holder 53 35.57

Business-men 49 32.88

Others 28 18.79

6. Income* Between 25 to 35 13 08.72

Between 35 to 45 27 18.12

Between 45 to 55 42 28.18

Above 55 67 44.96

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` *Income in thousand.

6 Results And Dıscussıons

The distribution of gender indicates 70 per cent of respondents being male & indicating that, Delhi-NCR wine industry is male-dominated when it comes to wine consumption. But it's showing that women's section is still significant and that segment in the city growing for wine consumption. Delhi-NCR wine consumers the age distribution shows that dominant group is between the age of 45 and 55 years, with 43.62 per cent respondents, between 35 to 45 years were 24.83 per cent, above 55 years was 20.80 per cent and Between 25 to 35 were only 10.73 per cent lowest in the group. It may be attributed to the prevalence of spirits and hard liquor among the youth of Delhi but rising popularity of wine in the next age group is a good sign. The respondent's marital status indicates 69.12% is married, 19.46% is single and 11.40% is living separate. This indicates that domestic wine is more common with married people compared with single & separate individuals.

The majority of respondents have a high standard of education as 92.6 per cent of respondents were graduates, postgraduates and above. This data indicates that, highly educated people have good knowledge of Indian wines or wines. The respondent's employment status is stated as 35.57 per cent were job holder and 32.88 per cent were in company that consisted of housewives and retired people. That’s mean servicemen spending a good amount on wines. Income allocation comprises primarily of the high- income respondent who receives above 55 thousand, being 44.96 per cent and others who constitute the middle-income community being 28.18 per cent. Very few respondents from the low-income community 08.72 per cent showed that this category lost confidence in wine consumption.

Table-3

Purchase & consumption frequency, first purchase, and repetition of wine

S.No. Variable Parameter Frequency Percentage 1 Purchasing By myself 62 41.61 Power By family member 22 14.76 By friend 33 22.14 By me and another person 32 21.47 2 Shopping 1 to 2 times in a week 31 20.80 Repetition 2 to 4 times in a week 46 30.87 Every after 15 days 37 24.83 Within a month’s period 35 23.48 3 Rationale for For pleasure 42 28.18 wine drinking To relieve stress 27 18.12 For its health benefits 55 36.91 Other reason 25 16.77 4 Wine purchase More than 10 years ago 26 17.44 for the first time 5 to 10 years ago 37 24.83 2 to 5 years ago 53 35.57 2 years ago 43 28.85 5 Frequency of Daily 32 21.47 wine-drinking Weekly 44 29.53 Monthly 36 24.16 Occasionally 37 24.83

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` In India consumption of wine is restricted to a specific section of society. Consumers with good interest with wine know just what their taste is, and prefer to select their own wine. Around 42 % of the respondents reported that they are the only one who always went for the purchasing of a wine bottle. This is indicating that purchasing of wine bottle is generally a personal decision in the Delhi-NCR. 22 % said that they asked to a friend who has knowledge of wine to bring a wine bottle. 21 % respondents said that they love to buy a wine bottle with a friend or with a family member and only around 15 % respondents agree to buy a wine bottle by family member. This is exhibited in Table 3.

Respondents were asked about their wine purchasing frequency. 31 % said that they buy 2 to 4 times in a week and 25 % said that they buy a bottle of wine after 15 days. 23 % said that they buy only once in a month and 21 % said that they buy 1 to 2 times in a week. This is exhibited in Table 3. Respondents were asked about their wine drinking frequency. 30 % said that they drink wine in a week and 25 % said that they drink on special occasions like birthday party or marriage anniversary. 24 % said that they consume wine only once in a month and 22 % said that they love to drink wine on regular basis because they believe wine is a healthy beverage and good from other alcoholic beverages. This is exhibited in Table 3. In Delhi-NCR 37% people think wine is a healthy alcoholic beverage this is the main reason of drinking wine for them. 28% respondents consume wine only for pleasure. 18 % wine consumers think they drink wine for stress reliving and 17 % wine consumers like taste of wine, bottle shape and they have other reasons behind wine consumption.

Table – 4

Preferred Place, time for Purchase & consumption of wine

S.No. Variable Parameter Frequency Percentage 1 Where to buy Retail outlet 22 14.76 wine Wine shop 85 57.04 Online 19 12.75 Other- 23 15.43

2 Place of wine At home 34 22.81 consumption With friends 29 19.46 Private get-together 31 20.80 Restaurants/Wine bars 55 36.91

3 Time to enjoy With dinner 37 24.83 wine Without dinner 32 21.47 Anytime 35 23.48 At parties & social get-togethers 45 30.20

In order to figure out the most preferred purchasing place for wine, among the wine consumers in Delhi- NCR are asked in which places they go for purchasing, when they want to buy a bottle of Indian wine. Before asking the question, four options were identified for purchasing wine in Delhi-NCR. Retail outlets, wine shop, online and others sources were include in the multiple choices survey. This is exhibited in Table 4. Respondents were free to mark the all choices. Majority of the consumer preferred wine shops nearly equally for purchase a wine bottle. 14.76 % preferred specialised retail outlets and around 57 %

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` preferred wine shops as a place of purchase a wine bottle. Around 13% respondents select online method for purchasing wine and around 16% people have different sources for wine purchasing. Result indicted that people around from south Delhi or Gurugram area more interested in purchasing wine by online method due to long office hours or they thing this is most suitable method for drinking wine in week days. If we talk about preferred wine consumption place then Delhi’s people to consume wine in restaurant or wine bar. Around 37 % respondents were like to go to restaurant for wine consumption. The main reason behind of that is to display social status. They think wine is luxury or fashion product. Around 23% wine consumers love to drink wine at home with family. Around 21% respondents love to enjoy wine in social gatherings and near about 20% respondents enjoy their wine with friends.

Fig-3

The most preferred domestic wine brand

Wine development in India is at growing stage and there is tremendous scope for growth in India's wine industry. The respondents were asked to choose from 5 most popular wines available in Delhi-NCR and the results are shown in fig-3 Sula wines were preferred by 62 respondents (41 per cent), Fratelli wines were the second most preferred brands with 43 respondents (30 per cent), 20 respondents (13 per cent) preferred Grover wines from Bangalore, Karnataka, 16 respondents (11 per cent) preferred Soma wines from Nashik and only 8 respondent (5per cent) preferred Four seasons wines in Delhi NCR. Sula is most preferred brand in Delhi-NCR, respondents told that they heard many about Sula wines or Sula wine feast organized by Sula Vinyards every year in the February month. People who love Fratelli they were talking about Sette. Favourable government policies coupled with forecast consumer demand for wine led to a number of wineries being developed. Such wineries are more based on production than oriented towards quality.Sula Vineyard which has its Nashik winery is one of the country's largest wine producers. They have a broad variety of wines in their "Rasa" luxury series, and they also have a selection of −Art, which is medium quality. Sula wines have long been on the market, and their wines have become famous. Sula wines have built their own brand identity, and so is the most desired one in India. Indian wine and Indian wine brands are increasing not only domestic but foreign popularity. Sula is India's largest winery & best wines are made in India's top wineries.

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Fig-4:

Consumer preference for different types of wine:

The consumer preference for different types of wine is shown in Fig- 4. The results indicated that the maximum number of wine consumers in Delhi-NCR preferred red wine i.e. 65 respondents (44 per cent), white wine was preferred by 48 respondents (30 per cent), 27 respondents (19 per cent) preferred sparkling wine, other wines were preferred by 9 respondents (7 per cent).The supremacy of red and white wine suggests Indian customers favour the conventional forms of wine. This indicates that awareness regarding wine varieties among Indian consumers is very small, and that wine is mainly consumed by the upper class people.

Table-5

Motivations towards Indian Wines in Delhi-NCR

S.NO. Motivational Factors Strongly Agre Neutra Disagre Strongly agree e e disagree 1. It makes me feel good 122 24 3 0 0 2. It reduces my level of 119 21 8 1 0 anxiety 3. It makes me more 129 14 4 0 0 outgoing 4. Most of my friends drink 106 25 11 5 2 it 5. I like the taste 113 29 7 0 0 6. I believe it is healthy for 131 16 2 0 0 me & my family 7. To get away from my 124 23 2 0 0 routine 8. The Wine Festival is 96 27 13 5 8 entirely special

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` 9. To increase knowledge 91 40 16 1 1 of wine 10. To obtain new ideas 103 31 9 4 2 regarding cheese and wine Source: Primary Data Analysis

The respondents were asked regarding the most driving element in Indian wine selection. The specific variables were ranked from 1 (Strongly Agree) to 5 (Strongly Disagree).Of course, we all believe we know what pushes them to drink wine, even without a structured test, we possibly will print off quite a number of the reasons on the paper. But here we added only 10 motivational factors. Wine growing as healthy alcoholic beverage and this is the biggest motivator for wine consumption in Delhi-NCR. People have less knowledge about wine because wine is not connected with our tradition and culture. But slowly people are developing wine culture in capital city. Mostly wine consumers think, wine is good for social gathering because of it low alcohol contain. In some part of NCR wine is good reason for make outing from regular life-style. For human internal factors like reducing anxiety or feeling good while consuming wine are good motivators. Some said they were drinking because they believed that the drink was healthy for them & some for getting knowledge about food and wine pairing.

Fig:-5

Source: Primary Data Analysis

Wine is less alcoholic in nature and tastes better as well. Alcohol also has a number of safety advantages and people have discovered that consuming alcohol is better than drinking certain heavy liquors. From the outcome it can be understood that the intake may be improved if the Indian consumers are informed regarding the health benefits of wine. Neither of the respondents were normal wine drinkers

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` Fig.-6

Factors influences to wine consumption

Several factors like social media advertisement, print articles in magazine, expert ratings, restaurant experience, and personal recommendations have an effect on the wine purchasing behaviour of the consumer. The result shown in Fig-, shows that 37 % (55 respondents) purchased a particular type of wine because it was recommended to them by somebody, 29 % (43 respondents) said that they chose a wine based on social media interaction with different people and photos upload by experts, different advertisements in front of retail outlets or wine shops, 26 %(39 respondents )said that expert suggestions & wine rated by them influenced their wine purchasing, 8 per cent(12 respondents) said that print articles & reviews about wines and wine serving restaurants influenced their wine purchasing.

7 Conclusıon

The study investigates consumer preferences for domestic wines in Delhi-NCR. The main contribution of the study is that it advances the research on consumption preferences of wines for Delhi-NCR alcohol market which has huge market opportunity for domestic wine producers & retailers. India's scope for Indian wine is huge owing to its very large young demographic, and has not yet thoroughly explored its ability. Throughout Delhi-NCR, Indian wine consumption is growing and this is obvious from the fact that citizens get awareness of wine or Indian wines from various sources.Consumers have strong future demands for Indian wines but due to the lack of govt. regulations, ads prohibited on alcoholic goods in India people are not that much aware about wines. Through integrating these ideas into the marketing strategy, domestic wine producers and marketers will learn from these results, thus strategizing their wines.

8 Implıcatıons

The study provides important insights to Indian wine producers & marketers regarding Indian wine consumers’ preferences with respect to Delhi-NCR wine market. The wine industry in Delhi-NCR needs more knowledge network and stronger facilities to meet more age groups to convince citizens to improve their alcohol-drinking habits. These aspects must be taken into consideration by the managers when planning the strategies. Domestic wine producers & marketers should give thought to family

International Journal of Advanced Science and Technology Vol. 29, No. 4s, (2020), pp. 3205-3220 ` arrangements, since most customers are young people and workers. In comparison, wine buyers are well educated, have a full-time job and are members of medium to high-income communities.

In fact, wine shops are the chosen place to purchase a wine bottle in Delhi-NCR due to the lack of certain means of selling such as no supply of specific wine brand retail outlets or niche wine shops due to lack of wine awareness &preferences. Supermarkets, however, establish their first position in the future preferences chart, because now govt. providing licences for selling wine in provisional stores and they have in any socio-group combined with Delhi-NCR lifestyle. Delhi-NCR consumers' future hopes are to see more specialty wine shops in the region, and have more wine labels on the market. As the desire for red wines may benefit from enhanced suitability for Indian cuisine, advertisers may recommend specific styles of cuisine to complement the various wines on the bottle label.

There is positive indication for domestic wine producers that high costs and fewer foreign brand supplies are the key reason for Indian wine markets to lure domestic wine consumers. Therefore certain qualities of wine such as price, labelling, distribution strategy must be checked by the companies. Indian wine producers create brand-building strategy is another metric that should be concentrated on by advertisers because young buyers seem to be searching for recognizable products. The current study reveals that buyers of Delhi wine notice the distinction in flavour and favoured red wines over other wines. Wineries will focus on producing strong red wines, with the consumer tastes in mind. Lastly, favourable govt. measures, eliminating prohibited promotional details will boost the Indian wine industry and be managed by private and government individuals or organizations through wine initiatives and educational seasons.

9 Lımıtatıons And Future Research

The current research shows just the average wine tastes for Delhi-NCR Indian wine consumers. Work is restricted to a relatively specific region, so user tastes may differ from area to area and single-level services can be used to classify the market and identify clusters of like-minded customers in the Indian wine industry. The research can also be performed with a survey from various age groups to reflect a larger segment of Indian wine drinkers. Drinking wine's motives may vary for various consumer groups and specific purchasing occasions.

Future research may also perform different analyses for Indian wine and foreign wine to see if gaps remain about key qualities and their relative significance in the buying decision. Since the present analysis shows that Delhi-NCR wine customers are likely to go with products they know about or stick to with very limited brands, future studies would be able to analyse demographic and psycho-graphic variables that can understand the desire of customers to seek and embrace new products. Another important extension of the research may be to explore Indian wine vs. foreign wine market tastes through various metropolitan cities, e.g. Mumbai, Bangalore, Chennai etc. Finally, as India will transition from an evolving wine market to a more developed wine market, replicating this research would be important to consider if wine consumers knowledge, income and tastes had matured over a period of time.

References

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