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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 ISSN: 2005-4238 IJAST 3205 Copyright ⓒ 2020 SERSC 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 ISSN: 2005-4238 IJAST 3206 Copyright ⓒ 2020 SERSC 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 ISSN: 2005-4238 IJAST 3207 Copyright ⓒ 2020 SERSC 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.