Annex I

Store Name: Location:

Name of the Shop-Keeper: Contact No:
The survey is conducted to understand general hard drink consumption in Nepal. The
information provided by you will remain confidential and only be used in this research.
1) In your shop which is sold more?
Approx Percentage (%)
White drink (Vodka/ Gin)
Brown drink (Whiskey/ Rum/ Brandy)
2) What do you think is the reason people prefer
White or Brown (please Circle) Reason:

3) Rank the following alcoholic beverages on the basis of yearly sales in your retail
store.
(1 = highest sales, 6 = lowest sales)
Alcoholic Beverages
Rank
Approximate
bottles sale per day
Vodka 30 UP (Russlan)
Vodka 40 UP (Vista, Minsk, etc.)
Gin 30 UP (Blue Ribband)
Gin 40 UP (Blue Diamond)
Whisky 25/30 UP (Royal Stag, Signature, etc.)
Whisky 40 UP (Virgin, Golden Oak, Gill Mary etc.)
Rum
Brandy

4) Why do you think people prefer [brand scoring highest in each of the segments]
Brand
Reason
Brand in Vodka 30 UP
Brand in Vodka 40 UP
Brand in Gin 30 UP
Brand in Gin 40 UP
Brand in Whiskey 30 UP

Brand in Whiskey 40 UP
5) What is the number of cases of the product with highest sales that is sold from
your store in a month? .
6) What is your thought towards general trend of Gin sales inside valley?
a) Increasing
b)
Decreasing
c) Same as before
7) How is the trend of sales of Gin over the period of one year? ( Surveyor can
further ask why retailers feel so about seasonal variation)
a) It increases/ decreases in summer
b) It increases/decreases in winter
c) It increases/decreases in monsoon
d) It remains constant all the time
8) Total number of Gin cases sold from your retail store in last year? .
9) Specific number of Gin bottles sold from your store per month?
.
10) On the basis of your observation /perception, what type of consumers prefer GIN
considering following grounds:

a) Gender
Male
Female

b) Age
Below 19

c) Profession
Student

20 to 30

Professional
Business person
Service

31 to 40
41 to 50
51 & above

d) Marital Status
Married
Unmarried

e) Class
High class
Upper middle
Lower middle
Low class

Others (Please
specify)
.

11) At what time period of the day, do they usually visit the store to purchase Gin?
a) Early morning
b) Noon
c) Late evening
d) Night

12) Any specific events (festivals, occasions, vacation), when you have noticed
increase in sales of Gin? ( Surveyor must be aware to notice any new case retailer
mentions about and thus can probe further)
---------------------------------------------------------------------------------------------------13) In your viewpoint, why consumers ask for Gin?
a) Its because price of certain Gin brands
b) Willingness to try new things
c) Uniqueness of the taste
d) Consumers own habit/preference
14) What are the percentages of commission on the following brands and which
brands provide the highest commission in each category?

Alcoholic
Beverages
Vodka 30 UP

Vodka 40 UP

Gin 30 UP

Gin 40 UP

Rum

Whisky 25/30 UP

Commission
a)
b)
c)
d)
e)
a)
b)
c)
d)
e)
a)
b)
c)
d)
e)
a)
b)
c)
d)
e)
a)
b)
c)
d)
e)
a)
b)
c)

1%-3%
4%-6%
7%-9%
10%-12%
More than 12%
1%-3%
4%-6%
7%-9%
10%-12%
More than 12%
1%-3%
4%-6%
7%-9%
10%-12%
More than 12%
1%-3%
4%-6%
7%-9%
10%-12%
More than 12%
1%-3%
4%-6%
7%-9%
10%-12%
More than 12%
1%-3%
4%-6%
7%-9%

Brands

Whisky 40 UP

d)
e)
a)
b)
c)
d)
e)

10%-12%
More than 12%
1%-3%
4%-6%
7%-9%
10%-12%
More than 12%

15) Besides commission, what are other benefits that you receive from distributors?
Alcoholic Beverages Benefits
Vodka 30 UP
Vodka 40 UP
Gin 30 UP
Gin 40 UP
Rum
Whisky 25/30 UP
Whisky 40 UP
16) What additional services do you expect from
distributors?..........................................
17) What services or incentives do you expect from distributors or a brand, so that
you feel like selling as well as pushing Gin to potential and current consumers
through your store?.......................................................................
18) According to you, what should be done by the producer or distributors of Gin
such that Gin can be accepted by general consumer and are popular in Nepalese
hard drink market? ( It may give some insight on something we might be missing)

THE FOLLOWING TO BE FILLED BASED ON OBSERVATION

a. Approximate size of the shop (in sq. ft.)
b. Type of shop (liquor only shop, kirana shop, cold store type, small department
store, big department store)
c. Brands displayed in shop (posters, danglers etc.)
d. Brands of liquor prominently displayed on shelves
e. If possible, take few pictures of the shop and displays

Biblography
http://www.ocr.gov.np/index.php/en/#