Documente Academic
Documente Profesional
Documente Cultură
ABSTRACT ............................................................................................................................................... 2
INTRODUCTION ....................................................................................................................................... 3
AIR-CONDITIONING MARKET IN INDIA ..................................................................................................... 4
MARKET SHARE ....................................................................................................................................... 5
COMPANY PROFILE.................................................................................................................................. 7
SERVICE QUALITY .................................................................................................................................... 8
MODEL OF SERVICE QUALITY GAP ........................................................................................................... 9
MAIN TEXT ............................................................................................................................................ 11
SWOT ANALYSIS .................................................................................................................................... 14
QUESTIONNAIRE DESIGN ....................................................................................................................... 15
APPENDIX .............................................................................................................................................. 16
REFERENCES .......................................................................................................................................... 21
ABSTRACT
Businesses have long sought to distract and attract the attention of potential customers
that live in a world of ever-increasing commercial bombardment. Indian air conditioning
industry is dominated by a number of players reflects the changing dynamics of
consumer behavior – luxury goods are now being perceived as necessities with higher
disposable incomes being spent on lifestyle products. There is a discernible shift in the
consumer preference in favor of high-end, technologically superior branded products, the
demand being spurred by increasing consumer awareness and preference.
This project focuses on studying the gaps in order to find out the needs of the dealer
enabling end-user satisfaction. Carrier, the world's largest producer of heating, ventilating
and air conditioning equipment, was UTC's second largest employer in India. In the US,
Carrier produces a residential air-conditioning unit every six seconds. It caters to
different market segments.
So my project focuses on studying the Kolkata AC market, where I have to study the
different competitors of Carrier air conditioners and do a comparative analysis with
Carrier. Than I have to proceed to the exclusive dealer Aircare Enterprises assigned to
me, where I have to do a day-to- day monitoring of the operations of the dealer, study
there organization structure, and to recommend a strategy for the business development.
This project would help the organization to recognize and reduce the various gaps that
exist between the dealer and the company, the dealer and the end customer; the important
variables which consumers do keep in mind while purchasing the air conditioner. All this
will lead to the formulation of a strategy for business development for the dealer,which
will in turn lead to the business development of the Organization.
INTRODUCTION
Objective of the Project : The objectives of the project are given inline :
Time Constraint: As the duration of the project is 14 weeks so the survey cannot be
conducted on a very large sample size.
Area : As the research is carried out in Kolkata,the result may not represent the same
views as in the other parts of the country.
Linguistic Barriers : Problem of communication for not having a grasp over the local
language.
The size of the air-conditioner industry in India is about Rs 2,000 crore. The industry can
be sub-divided into non-ducted and ducted products. The demand for non-ducted
products -- window air-conditioners and mini-splits -- comes from both households and
corporate. The demand for ducted products -- central plants, packaged air-conditioners
and ducted splits -- is mostly from the corporate
Indian air-conditioner market can be analyzed for the window and split AC, between the
major players in this category which are Carrier, LG, Voltas, Samsung, Hitachi,
Videocon and others.
hitachi
11%
lg
41% carrier
others 9%
7%
LG has maintained its leadership position in the Indian AC market accounting for a
market share of 41%. The company achieved its milestone of sales of 500000 air
conditioner in 2005 and has been growing. LG is focusing on offering a comprehensive
range of air-conditioners that provide all indoor air quality solutions. Within the split
segment the market condition is as shown below in the pie-chart.
MARKET SHARE OF WINDOW AC MARKET
samsung
14%
lg voltas
35% 13%
videocon lg
8%
samsung
voltas
others
hitachi
18% videocon
7%
hitachi
carrier
carrier
5%
others
LG rules the window AC segment again with 35%.Followed closely by Samsung with
14%. Voltas and Videocon have a share of 13% and 8% respectively. And Carrier is
growing fast with a 5% share.
COMPANY PROFILE
Founded in 1915 by Dr.Willis Carrier, the inventor of modern air-conditioning, Carrier has
developed into being the largest global manufacturer of air-conditioning, heating and commercial
refrigeration systems. Over the decades, the Carrier name has become synonymous with
reliability, innovation, commitment, superior technology, cutting-edge manufacturing and world-
class performance.
Carrier started its operations in India with the setting up of Carrier Aircon Limited in 1987 and
Carrier Refrigeration in 1998. Its competitive advantage lay in the fact that for the first time, the
Indian consumer was provided access to advanced technology and air-conditioning and
refrigeration products from the worldwide product portfolio of Carrier. Carrier Corporation owns
96% of the equity in Carrier Aircon Limited and 100% of the equity in Carrier Refrigeration.
Carrier Air-conditioning Ltd., Gurgaon operations are spread across 20 acres having full-fledged
manufacturing facilities starting from Window Room Air conditioners, Duct Free Splits, Ducted
Splits and Chillers supported by strong R&D facility. The Corporate office is also located in the
same campus. Carrier Refrigeration, based in Gurgaon has full fledged manufacturing and
distribution facilities of cold chain equipment: comprising of cold rooms/stores; Truck
Refrigeration & Bus Air-conditioning; Chest Freezers/Coolers and visi coolers.
Carrier's mission is leadership in every segment of the Indian air conditioning and refrigeration
industry through advanced technology, high quality service and a full range of air-conditioning
& refrigeration solutions.
SERVICE QUALITY
Managers in the different sector specially service sector are under increasing pressure to
demonstrate that their services are customer focused and that continuous performance
improvement is being delivered. It is therefore essential that customer expectations are properly
understood and measured and that, from the customers’ perspective, any gaps in service quality
are identified. This analysis then assists a manager in identifying cost –effective ways of closing
service quality gaps and of prioritizing which gaps to focus on.
One of the aims of this study involves the use of SERVQUAL instrument in order to
ascertain any actual or perceived gaps between customer expectations and perceptions of the
service offered.
Service quality can be defined as “the collective effect of service performances which determine
the degree of satisfaction of a user of the service”
Reliability
Tangibles
Responsiveness
Assurance
Empathy
Gap3: Service specifications versus service delivery: a result of role ambiguity and
conflict, poor employee-job fit and poor technology-job fit, inappropriate supervisory
control systems, lack of perceived control and lack of teamwork.
Gap5: The discrepancy between customer expectations and their perceptions of the
service delivered: a result of the influences exerted from the customer side and the
shortfalls (gaps) on the part of the service provider. In this case, customer expectations
are influenced by the extent of personal needs, word of mouth recommendation and past
service experiences.
What is Satisfaction?
A person is said to be dissatisfied when the perceived delivery is lower than expectation;
he/she is satisfied when they match; delighted when the delivery exceeds expectation and
astonished when the delivery far exceeds expectation. The following equations explain
these relationships.
This project focuses on studying the gaps in order to find out the needs of the dealer
enabling end-user satisfaction. The purpose of the report is to list down all the
information that will be gathered during the course of completion of the project. The
report talks about the company, the various aspects relating to customer needs, leading to
dealer satisfaction, finding out the gap between the expected and perceived service and
finally about how the company should position its product so as to cater the needs
efficiently to create “Customer Satisfaction”.
www.kiwipumps.com/customer-satisfaction.html
The following processes need to be accomplished in order to fulfill the aim of the project
successfully.
NETWORK ANALYSIS - A network analysis of the air conditioning dealers all over
Kolkata is done in order to know the technical specifications, prices ,etc, of the various
competitor brands like LG, Hitachi, Samsung, Blue star, Voltas, Daikin. I collected
information from about 21 dealers from all over Kolkata, which I have presented in a
tabular form below. The various places visited in Kolkata were Garihat, Golpark, Behala,
Ultadanga, Maniktala, Park Street, AJC Bose Road, Beck Bagan Mithai, Howrah, Prince
Anwar Shah Road, Kankurgachi.
DEALERS IN KOLKATA SAMSUNG LG HITACHI CARRIER OTHERS
GARIHAT
1. ANAND MELA YES YES YES YES
STRENGTH WEAKNESS
1.First to develop exclusive dealer network. 1.Poor IMC techniques that leads to poor
2. It has a strong setup, Willis Carrier penetration among the masses.
Engineering Center, to provide technological
support to develop new products and upgrade
existing ones.
SWOT
THREAT
1.Likely to face fierce competition from domestic
OPPORTUNITY
companies as they have well-acknowledged 1.Advent of internet provides an excellent
brands, an extensive distribution network and opportunity to reach to a large base of customers
better insights about the local market conditions. and cut costs.
2.Increased threat from cheaper
imports, especially from China
QUESTIONNAIRE DESIGN
KEY BUYING FACTORS - This section comprises on questions where respondents were
asked to rate the different kind of attributes which they keep in mind while buying an air-
conditioner. They are asked to rate the attributes on the level of importance they attach to
them while buying an air-conditioner .
Brand
Price
Awareness
Output quality
Functional quality
Promotional Scheme
Company Policy
Sales Support
Service Support
After filling up of questionnaire the analysis will be done using statistical tools like
SPSS, in order to provide a proper recommendation to the Organisation, that will act for
the twin benefits of the company as well as the dealer and will cater to the needs of
business development.
APPENDIX
Name:
Contact No.:
Annual Income: a) below 3 lacs b) 3 – 6 lacs c) 6 – 12 lacs d) 12 – 24 lacs e) 25 lacs and above
1. What brand name comes to your mind when you hear of AIR CONDITIONER?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
4. I agree that price is an important factor while buying any AIR CONDITIONER?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
7. I think BEE star rating matters while purchasing AIR CONDITIONER?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
9. I think quality of service affects your purchase intention while buying an AIR
CONDITIONER?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
10. I think response time is important for purchasing any AIR CONDITIONER?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
Name:
Contact No.:
Annual Income: a) Below 3 lakhs b) 3 – 6 Lakhs c) 6 – 12 Lakhs d) 12 – 20 lakhs e) 20 lakhs & above
10. CARRIER INDIA does not tell customers exactly when services will be performed. ( )
11. You do not receive prompt service from CARRIER INDIA's employees. ( )
12. Employees of CARRIER INDIA are not always willing to help customers. ( )
13. Employees of CARRIER INDIA are too busy to respond to customer requests promptly. ( )
15. You feel safe in your transactions with CARRIER INDIA's employees. ( )
17. Employees get adequate support from CARRIER INDIA to do their jobs well. ( )
20. Employees of CARRIER INDIA do not know what your needs are. ( )
21. CARRIER INDIA does not have your best interests at heart. ( )
22. CARRIER INDIA does not have operating hours convenient to all their customers. ( )
REFERENCES
http://www.emeraldinsight.com
http://www.carrierindia.com
http://www.google.com
http://www.wikipedia.com
Zeithmal A.V.,Bitner M.J.,Grembler D.D.,and Pandit A., 2008.Services
Marketing,4th Edition.New Delhi: Tata McGraw-Hill Publishing Co. Ltd.
Parasuraman A., Zeithmal A.V. and Berry L.L.,1985.A Conceptual Model of
Service Quality. Journal of Marketing