The Role of Communication and Loyalty Marketing, Impacting Alcohol Consumption in India

73 Pages Posted: 10 Sep 2012

Date Written: September 10, 2012


In this research I have chosen to identify the impact of communication and loyalty marketing in the Indian liquor industry. As in the Indian market, no direct advertisements are allowed, companies use surrogate ads and promotional events to lure and retain their customers. During this research I also analyzed what influences alcohol consumption, at what age people are introduced to alcohol and where do the consumers get the information on alcoholic products.

I have used the quantitative approach in this research by distributing questionnaires and gathering necessary information. I have also read various journal articles, online gateways and databases, online journals, Government and other regulatory body publications, books in the context of the alcohol industry and reference texts.

From all the knowledge and data that I have gathered during this research I have noticed that there has been steady growth in the alcohol industry in India. All the restrictions, taxations, media restrictions and policies introduced by the government have still not been able to hinder the growth of this industry.

At the end of this paper, I have been able to suggest a few recommendations on how the Indian government can reduce the exposure of youth to alcoholic products and also some means to control the impact of advertising by the liquor Industry.

Keywords: alcohol, India, loyalty marketing, consumer behavior, surrogate advertising, alcohol consumption

Suggested Citation

Sukumaran, Abhilash, The Role of Communication and Loyalty Marketing, Impacting Alcohol Consumption in India (September 10, 2012). Available at SSRN: or

Abhilash Sukumaran (Contact Author)

affiliation not provided to SSRN ( email )

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