International Journal of Commerce & Business Management

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Study of Consumer Buying Behaviour for Wine with Special Reference to Sula Vineyards


Affiliations
1 College of Agriculture Business Management, Loni, Ahmednagar (M.S.), India
2 Mahatma Gandhi Mission, Krishi Vigyan Kendra, Gandheli, Aurangabad (M.S.), India
3 College of Agriculture, Loni, Ahmednagar (M.S.), India
4 Mahatma Gandhi Mission College of Agricultural Biotechnology, Aurangabad (M.S.), India
     

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The per capita consumption of wine in India is only 10 ml per annum as against 100 litres per year in Argentina and 65 litres in the European countries. Wine contains natural antioxidants that increase the life. Drinking of wine increases blood circulation that results into efficiency of working and decreases the tensions. Wine also contains mineral components that increase immunity power. So, it was felt necessary to study the consumer buying behaviour for wine with special reference to Sula vineyards. The findings of the study showed that majority of the consumers know about brand name and consider taste of the wine, while most preferred quality and only least think about the price of the wine. It was noted that White and Red wine have more demand in Nashik market. Sula vineyards has the most demand in Nashik market compared to its competitors. Through the study, it is reflected that customers are satisfied about the Sula product, its quality and service.

Keywords

Sula, Wine, Buying Behaviour.
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  • Study of Consumer Buying Behaviour for Wine with Special Reference to Sula Vineyards

Abstract Views: 376  |  PDF Views: 2

Authors

V. A. Vikhe
College of Agriculture Business Management, Loni, Ahmednagar (M.S.), India
T. B. Chavan
Mahatma Gandhi Mission, Krishi Vigyan Kendra, Gandheli, Aurangabad (M.S.), India
V. N. Anap
College of Agriculture, Loni, Ahmednagar (M.S.), India
G. B. Labade
College of Agriculture, Loni, Ahmednagar (M.S.), India
N. S. Chavan
Mahatma Gandhi Mission College of Agricultural Biotechnology, Aurangabad (M.S.), India

Abstract


The per capita consumption of wine in India is only 10 ml per annum as against 100 litres per year in Argentina and 65 litres in the European countries. Wine contains natural antioxidants that increase the life. Drinking of wine increases blood circulation that results into efficiency of working and decreases the tensions. Wine also contains mineral components that increase immunity power. So, it was felt necessary to study the consumer buying behaviour for wine with special reference to Sula vineyards. The findings of the study showed that majority of the consumers know about brand name and consider taste of the wine, while most preferred quality and only least think about the price of the wine. It was noted that White and Red wine have more demand in Nashik market. Sula vineyards has the most demand in Nashik market compared to its competitors. Through the study, it is reflected that customers are satisfied about the Sula product, its quality and service.

Keywords


Sula, Wine, Buying Behaviour.

References