GROUP 4 –

1.GAURAV SHARMA A - 28
2.GUNJAN ANAND A - 29
3.HIMANSHU DUA A – 31
4.JATIN DHIR A - 33
5.KARANJEET KAUR A - 34
6.KUMARI RACHNA ROY A - 35
7.KUNAL KAPOOR A – 36
8.Ashish Kumar Singh A-15
 CONTENTS
Chapter No. Particulars Page No

1 Executive Summary

2 Critical Review of Literature

3.0 Research Methodology

3.1 Primary Objective(s)
3.3 Research Design
3.4 Sample Design
3.5 Scope of the Study
3.6 Limitations

4 Company Profile

5 Industry Profile

6.0 Data findings

6.1 Analysis

7.0 Recommendations
7.1 Conclusions

8 Bibliography

9 References

10 Case Study

11 Appendix and Annexure

2
 CHAPTER 1

EXECUTIVE SUMMARY

This is the project about profiling the brand personality of air

conditioner brands. The project involves the study of the whole
Air Conditioner market. In this study we have studied the five of
the major players in AC that is LG, Samsung, Hitachi, Videocon,
Voltas. The report included the survey of the customer’s of these
particular brands and then analyzing what kind of their customers
are, the brand targets which segment of the customers, the
customer’s age group, income group, their education level.

The objectives of the research includes:

• To identify the AC market, products and the players within

this segment.
• We Have taken the major competitors in AC segment as LG,
Samsung, Hitachi, Videocon, Voltas and did an in depth
comparison of the same on certain parameters, which will be
defined in the due course of the proposal.
• To ascertain potential market and competition.
• Ascertain the consumer preferences and satisfaction factor
• To highlight the perception of the consumers for the Air
Conditioners.
• To do the brand profiling.
• To know the personality traits, likings of the customers for
individual brands.
• To know which customer prefer which brand.
• Why do they purchase this brand only?
• How does this brand matches to their personality.

3
 • Which brand targets or is liked by the customers of which
age group
• Which brand is affordable by which income group.
• Do the customers want to repurchase this brand? If yes,
then why so.
• What are the characteristics of the customer the brand
targets?
• To know the profile of the customer for a particular brand.

A brand is the promise you make to customers combined with the

customers’ judgment about how well you deliver on that promise.
A successful, brand becomes an emotional bond that builds
customer loyalty. A brand includes your logo, color scheme,
taglines, slogan, design elements and more. Think of branding as
the personality of your enterprise. Define that and the logo and
other marketing messages will follow.

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 only from the
corporate.

4
 CHAPTER 2

CRITICAL REVIEW OF LITERATURE

Carrier Corp., headquartered in Farmington, Conn., is the world's

largest provider of heating, air-conditioning and refrigeration
solutions. With 2007 revenues of $14.6 billion, Carrier has
approximately 43,000 employees worldwide and operations in
more than 170 countries. Carrier is part of United Technologies
Corp., a Hartford, Connecticut-based provider of products and
services to the aerospace and building systems industries
worldwide.

Air Conditioner Market

THANKS TO the fabled Indian middle-class, the air-conditioner
market is hooting up. An inordinately hot summer in 2004 appears
to have convinced the people the comfort of an air-conditioner
and a large number appears to have decided to take one home this
year. Indeed, in the last few the years, the demand for air-
conditioners from the household sector has been growing rapidly.
Still, the demand growth in 2004 was particularly noticeable, and
was also the most significant change in the industry during this
period.

According to some industry estimates, growth in volume terms

has been 45-50 per cent this fiscal. But official statistics
underestimate this and even report a decline in production.
Nevertheless, by all accounts, including a study by the
Confederation of Indian Industry, there has been a noticeable
jump in the demand for air-conditioners from the household
segment. After several years of relatively modest growth, which

5
was totally at variance with the latent potential of the product,
the sharp growth in demand the summer past was very welcome
for air-conditioner companies in many respects. One, it relatively
reduced their dependence on the corporate sector which is still
the major demand driver. Corporate traditionally accounted for
about 60 per cent of the total demand for air-conditioners. But
the burgeoning demand from the household segment could level
the ratio in the near future

One of the significant factors influencing the fortunes of the

industry is the taxation structure. The industry has come a long
way from the time when the excise duty structure favoured only
the unorganized sector. The steady fall in the excise rate in the
1990s helped the organized sector cope with the competition
from the unorganized sector on more favorable terms. Still, the
unorganized sector continues to meet a sizeable proportion of the
demand for non-ducted products.

6
There was a significant change in the excise duty structure in
2000. The rate was raised from 30 per cent to 32 per cent and
this was expected to adversely impact the industry. However, the
shift to a maximum retail price based system for the levy of
excise appears to have helped the manufacturers. In the MRP-
based system, an abatement of around 40 per cent was provided.
This ensured that the impact of the increase in excise was
minimal if not positive. Another major fiscal change is the
removal of quantitative restrictions on imports. Imports are,
however, not all that competitive considering the Customs duty
structure. An import duty of 44 per cent along with a
countervailing duty, which is equivalent to the excise duty, is a
large enough protection for the domestic companies.

Growth of AC market
The demand for non-ducted products grew steadily in the latter
half of the 1990s. The demand for mini-splits has grown at a
higher rate compared to window ACs because of the lower base.
The demand switch from mid-sized ducted products, such as
packaged ACs or ducted splits, to mini-splits is also one of the
reasons for the larger growth rates in the latter segment.

Another major reason for the growth in demand was the

increased attention this product category has attracted in the
recent past. Prices of air-conditioners dropped sharply in the
past few years because of competition. Most established players
upgraded their manufacturing facilities, while fresh capacities
were created by companies such as Matsushita (National brand).
The marketing and advertisement spend by companies has also
been on the rise.

7
With such investments flowing into building both the product and
the brand, the expansion of the market was inevitable. As seen
with other consumer durables, in the initial years of increased
intensity of competition, both existing and new players invest
more cash. This leads to a drop in prices, fuelling demand and the
result is a much larger market. And the non-ducted segment has
attracted a lot of players in the last few years. The latent long-
term demand potential from Indian households has led to a
number of multinational companies making a beeline to set up base
in the country.
Major players in this product category are Carrier Aircon, Voltas
and Blue Star. Brands such as Hitachi, Videocon and Godrej also
have a sizeable presence. Among the recent entrants, the Korean
brands such as Samsung and LG have been able to make an
immediate impact. Other brands that have positioned themselves
for a share in this fast-growing market are National, Fuji General
and Daikin. On a much smaller scale, Whirlpool and Electrolux
have entered the market to cater to household demand.

Initially, the entry of new players did have an adverse impact on

the established players -- especially Voltas and Carrier Aircon.
The reduced sales of window ACs by Carrier Aircon and Voltas in
1999-2000 compared to 1998-99 is testimony to the adverse
impact caused by the entry of the new brands, especially
Samsung and LG. However, since the beginning of 2000-01, it
does appear that the established players -- Carrier Aircon and
Voltas -- have started to hit back. They may have even picked up
some of the market shares they lost in the earlier period. Again,
initially, margins of established companies suffered as larger
outlays in selling and distribution failed to translate into superior
sales growth. The trend now appears to have been reversed.

8
History

When Willis Carrier invented the first system for “manufactured

weather” in 1902, he sparked an industry that revolutionized the
way in which we live, work and play. From that defining moment –
and through to the present day – Carrier has been a company
built on a legacy of innovation. For more than a century, our
research, expertise and forethought have resulted in market-
leading innovations and “firsts” that have shaped and defined the
heating, air conditioning and refrigeration industry. Through our
history of product excellence and committed customer service,
we have evolved into a global company serving millions of people
and businesses in 172 countries on six continents around the
world.

Carrier India Vision:

To be recognized as the leader in every segment we operate in by

• Being ‘customer focused’ in everything we do and following

ACE diligently
• Delivering ‘best in class’ quality in the product as well as
aftermarket service
• Being ‘environmentally conscious’ in areas of energy
efficiency and pollution

9
• Establishing a performance culture that respects human
values & team work
• Remaining embedded in our core values of EH&S and ethics

Thereby growing profitably and ahead of the market every

year, making Carrier a destination of choice for all within
HVAC&R industry.

10
 CHAPTER 3

RESEARCH METHODOLOGY

1. Problem Definition:

The main problem that is considered in this project is to find

out the reasons why the profits of the Carrier AC are
declining inspite of its market share. The various Air
conditioner brands in market are loosing out their market
share to the high-end players. The additional problem that we
need to analyze is as to which class of people is carrier
targeting and what kind of customer and what they should
target.

• Primary objective:

To conduct a market feasibility for CARRIER AC in India.

• Secondary objectives:

To analyze the scope of Carrier AC market in India.

2. Research Question:

What is the reason for declining sales of Carrier AC?

11
3. Formulation of Hypothesis.

Ho [null hypothesis]: The decline of sales of CARRIER AC is

dependent on inferior After Sales Service.

H1 [alternative hypothesis] : The decline of sales of CARRIER AC

is independent of inferior After Sales Service.

4 Research Design :

For completion of this research work we have selected the

Exploratory & Descriptive research design because we have to

find out the behavior of the existing customers towards Carrier

AC which is experiencing declining sales. For finding their

response for the AC that they are already using, we designed

questionnaire and tried to find out the information about the

various parameters that they think are faulty and which need

improvement.

12
Exploratory research design has been used to find out the

satisfaction level in existing customers.

5 Sampling Design :

Sampling technique is judgemental in this research which is a Non

Random Sampling Method. All the respondents were selectively

picked, these were the respondents which were already using

Carrier AC’s. Questionnaire both in printed and electronic form

were given to the respondents and their respective responses

were collected.

The respondents included housewifes and working professionals.

3.6 Scope of study:

13
1. To find out the common problems that are faced by Carrier AC

Users i.e. the problems they come across while using and

maintaining the AC.

2. To study the main purpose for which the air conditioners are

purchased i.e. whether they are purchased for home use or for

office use.

3.7 Limitations:

1. Credibility of information given by respondents.

2. Shortage of time and funds.

3. Inexperience of researchers.

4. Small sample size.

14
 CHAPTER 4

COMPANY’S 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 , a global player in the HVACR market with operations in
172 countries, 71 manufacturing locations and 18 design centers,
employing approximately 41,000 people worldwide and revenues of
$13.4 billion in 2006. It has the broadest product offering in the
world with strong technology / innovation focus and 348 patents
in the last 4 years. It also has one of the most prestigious
installation bases in the world.

Carrier is a part of United Technologies Corporation, a $47.8

billion, in 2006,conglomerate operating in the high technology
space. The UTC group leads with businesses in aerospace &
building systems with companies like Carrier (air-conditioning),
Otis (Elevators), Pratt & Whitney (Jet- engines), Sikorsky
(Helicopters), UTC Fire & Security (Chubb + Kidde), Hamilton
Sundstrand and UTC Power.

Carrier started its operations in India with the setting up of

Carrier Aircon in 1986, and established Carrier Refrigeration in
1992. It was the first global company to bring to the Indian
consumer, access to advanced technology and air-conditioning and
refrigeration products from the worldwide product portfolio of

15
Carrier. In Oct. 2006, both these companies merged to form a
new entity called “ Carrier Airconditioning & Refrigeration Ltd. ”
Carrier's India operation has many firsts to its credit :

• First air conditioning company to introduce the concept of a

Comfort Shop.
• First to develop exclusive dealer networks in the country.
Today, there are over 345 Carrier exclusive dealers in
India.
• Setup the Willis Carrier Engineering Center to provide
technological support to develop new products and upgrade
existing ones.

Introduced finance schemes that have taken air-conditioners out

of the luxury category and made it affordable for the
homebuyer.

Carrier's Gurgaon manufacturing facility produces air

conditioning equipments including Window Room Air conditioners,
Hi- Wall Splits, Slimpak Splits, Cassette Splits, Ducted Splits and
Chillers. It also manufactures Refrigeration Equipments including
Cold chain equipment comprising of Cold Rooms, Truck
Refrigeration & Bus Air-conditioning system, Freezers, Visi
Coolers & Super Market Products .All these are supported by the
Willis Carrier Engineering Center.

16
 SNAPSHOTS

Environmental timeline
2005

INNOVATION

Evergreen VSS, Featuring World Class

Non-ozone-depleting Efficiency
Carrier debuts Evergreen VSS chillers,
featuring new technology that combines
HFC-134, a non-ozone-depleting refrigerant
and a high efficiency Variable Speed Screw
(VSS) compressor-based chiller system.
2004

EVENT

Carrier Leads Industry Support For 13

SEER
Carrier leads industry compliance with 13
SEER, the government-mandated energy
efficiency standard for residential central
air conditioners and heat pumps in the U.S.
2003

AWARD

EPA recognizes UTC and Carrier as

17
 Climate Leaders
The Environmental Protection Agency names
UTC and Carrier Climate Leaders.
2002

AWARD

China Ozone Protection Award

Carrier establishes the China Ozone
Protection Award with the Chinese
government.
learn more
2001

INNOVATION

EliteLINE Container Unit Generates

Lowest Total Equivalent Warming Impact
Carrier introduces the EliteLINE container
unit, generating the lowest total equivalent
warming impact.
2000

INNOVATION

ComfortID, Demand Control Ventilation

For Commercial Buidings
Carrier develops ComfortID, a demand

18
 control ventilation solution for commercial
buidings.
1997

EVENT

UTC To Reduce Energy & Water Use By

25% Of Sales
UTC introduces a program to reduce its
Energy & Water usage by 25% of Sales by
2007.
1996

INNOVATION

Puron, Non-ozone-depleting Residential

Central Air Conditioners
Carrier introduces Puron, non-ozone-
depleting residential central air conditioners.
1995

AWARD

EPA Stratospheric Ozone Protection Award

Carrier is awarded the Stratospheric Ozone
Protection Award by the Environmental
Protection Agency (EPA).

19
1995

INNOVATION

1st Non-ozone-depleting Centrifugal

Chiller
Carrier develops the 1st non-ozone-depleting
Centrifugal Chiller.
1994

INNOVATION

1st Non-ozone-depleting Rooftop &

Residential Units
Carrier develops the 1st non-ozone-depleting
rooftop & residential units.
1993

INNOVATION

Carrier Pioneers Worldwide CFC Phase-out

Carrier leads the industry in the worldwide
phase-out of CFCs.
1993

EVENT

20
 US Green Building Council (USGBC) Charter
Member
Carrier becomes a US Green Building Council
(USGBC) Charter Member.

SWOT ANALYSIS OF CARRIER AC

Definition

SWOT Analysis is a strategic planning tool to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a

project or in a business venture or in any other situation of an

organization or individual requiring a decision in pursuit of an

objective. It involves monitoring the marketing environment

internal and external to the organization or individual.

SWOT Analysis

Strengths

21
 • First air-conditioning company to introduce the concept of a
Comfort Shop.
• First to develop exclusive dealer network in the country.
Today, there are over 400 Carrier Aircon exclusive dealers
and 60 Carrier compressor dealers in India.
• It has a strong setup, Willis Carrier Engineering Center, to
provide technological support to develop new products and
upgrade existing ones.
• It has successfully introduced finance schemes that have
taken air-conditioners out of the luxury category and made
it affordable for the home buyer.
• Carrier has a strong nation-wide infrastructure with around
20 offices and 400 odd exclusive dealers.
• Carrier was the first in the industry to introduce non-ozone
depleting commercial and residential air-conditioning
systems.

Weaknesses
• Highly dependent on its parent company for R&D and
technology support.
• After sales services is one of the most crucial aspects.

Opportunities
• Growing Indian middle class characterized with low
penetration level of consumer durable.
• Advent of Internet provides an excellent opportunity to
reach to a large base of consumers and cut costs.
• There is a changing dynamics of consumer behavior where in
luxury goods are being perceived as necessities with higher
disposable incomes being spent on lifestyle products.

22
Threats
• Likely to face fierce competition from domestic companies
as they have well acknowledged brands, an extensive
distribution network and better insights about the local
market conditions.
• Increased threats from cheaper imports, especially from
China.
• Inflation effect
CHAPTER 6
INDUSTRY PROFILE

Industry overview
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 only from the
corporate.

Industry Trends

A vast majority of middle-class Indian homes have traditionally

battled the summer heat with the help of fans or giant fan-driven
water coolers which blast cool air. "All these years companies
have thought of an AC as an expensive luxury product but that's
no longer true,” (The AC) has moved from its luxury status to a
necessity item just like any washing machine or refrigerator. Air
conditioner companies see India as a potential gold mine as it
offers a winning combination of rising disposable incomes and AC
ownership levels of just 1.1 percent of households. And average
prices for air conditioners in India have dropped by about 20

23
percent over the past two years thanks to new companies
entering the fray, making them more accessible to consumers.

With average incomes rising, AC penetration to follow the same

trajectory as colour TV ownership which is pegged at 18 percent
of all households and whose sales have also been spurred by
falling prices. Indians bought 6.2 million colour TVs in the year to
March 2002 and sales could leap 30 to 35 percent this year,
industry estimates say. The Indian middle-class, estimated at
between 40-70 million people, is the main target for air
conditioner companies. AC sales grew 8.0 percent in 2001 and
would have raised more but early rains cooled temperatures and
chilled demand. The dismal supply of power where outages, lasting
hours, are a part of life in large swathes of India, could still
throw a spanner into the bullish hopes of AC companies. The big
problem is the quality of power supply and the cost of running an
AC running costs are upwards of three rupees an hour depending
upon electricity tariffs. Also hurting growth is the unofficial
"grey" market that accounts for close to 15 percent of the sales.
But that is down from 70 percent a decade ago, as competition
among established players and growing preference for brand
name ACs among consumers who want after-sales service has
narrowed the gap to around 3,000 rupees from 7,000 earlier. It
will shrink further and further as markets mature and consumers
get educated.

Indian air conditioner market is already flooded by players like

Hitachi, Whirlpool, LG, Haier, Samsung, Voltas, Videocon and many

more. Each competing on the basis of price and features.

24
 Brand being used
Carrier
Hitachi
samsung
LG
other

Carrier has played a pioneering role in the growth of air

conditioners in India. Carrier has established itself as the market
and brand leader in the Air Conditioner market in India. The
company has built a diverse product portfolio to meet the needs
of different consumer segments, ranging from middle income
buyers to high class buyers, who look for high performance and
better quality.

25
PRODUCT LINE:

Air Quality Solutions

Improve the quality of air in your home.

Controls and Thermostats

Innovative controls that manage all aspects of your home

comfort.

Air Conditioners and Heat Pumps

for Split Systems

Cooling solutions for split systems. Choose a heat pump for A/C
and extra heating.

Furnaces for Split Systems

Heating solutions to work with your preferred fuel source.

26
Fan and Evaporator Coils

Coils connect to the refrigerant line from Heat Pumps or A/C

units. Fan coils add air flow.

Duct-Free Split Systems

Can't install ducts in your home or room? Consider a duct-free

solution.

Packaged Products

Carrier's All-In-One external solutions for whole home heating

and cooling.

Room By Room Solutions

Solutions for cooling and heating for individual rooms.

27
Boilers

The perfect heat source for your home's radiant heat system.

Generators

When power goes out, your home health and comfort are on the
line. Back yourself up with a state-of-the-art Carrier.

Carrier is famous in India because of its high quality, innovation

and ability to cater to consumers of various strata’s of life.
Across the globe, Carrier ship one residential heating/cooling
system every 3 seconds and install a unit every 6 seconds. No
matter what home and office comfort needs, people can count on
Carrier to keep them comfortable.

28
 CHAPTER 6
FINDINGS AND ANALYSIS

FINDINGS:

According to our survey with sample size of 15 Carrier AC users,

we found following results.

SPSS ANALYSIS:

These are some very interesting, informative and decisive

information generated by SPSS processor. It includes report of

current customers and their responses to Carrier, Price range

their brand loyalty, and their expectations with Carrier AC.

29
Regression

30
 Notes
Output Created 25-Mar-2008 16:58:57
Comments
Input Data C:\Documents and
Settings\hp\Desktop\sfd.
sav
Active Dataset DataSet0
Filter <none>
Weight <none>
Split File <none>
N of Rows in
21
Working Data File
Missing Value Definition of User-defined missing
Handling Missing values are treated as
missing.
Cases Used Statistics are based on
cases with no missing
values for any variable
used.
Syntax REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF
OUTS R ANOVA
/CRITERIA=PIN(.05)
POUT(.10)
/NOORIGIN
/DEPENDENT q7
/METHOD=ENTER q4 q1
q3 q2 q5 q6 q8 q9
/METHOD=ENTER q1 q2
q3 q4 q5 q6 q8 q9.

Resources Processor Time 00:00:00.063

31
[DataSet0] C:\Documents and Settings\hp\Desktop\sfd.sav

Variables Entered/Removedb
Mode Variables Variables
l Entered Removed Method
1 q9, q5, q2,
q6, q1, q8, . Enter
q3, q4a
a. All requested variables
entered.
b. Dependent Variable: q7

Model Summary
Std. Error
Mode R Adjusted R of the
l R Square Square Estimate
1 .861a .740 .394 .32218
a. Predictors: (Constant), q9, q5, q2, q6, q1, q8,
q3, q4

32
 ANOVAb
Sum of Mean
Model Squares df Square F Sig.
1 Regressio
1.777 8 .222 2.140 .185a
n
Residual .623 6 .104
Total 2.400 14
a. Predictors: (Constant), q9, q5, q2, q6, q1, q8,
q3, q4
b. Dependent Variable: q7

Coefficientsa
Standardiz
ed
Unstandardized Coefficient
Coefficients s
Model B Std. Error Beta t Sig.
1 (Constan
1.231 .736 1.672 .145
t)
q4 .358 .247 .608 1.447 .198
q1 -.216 .081 -.733 -2.679 .037
q3 -.035 .093 -.123 -.372 .723
q2 -.067 .097 -.223 -.693 .514
q5 .277 .133 .484 2.091 .082
q6 -.230 .164 -.711 -1.400 .211
q8 -.111 .106 -.320 -1.055 .332
q9 -.039 .100 -.118 -.392 .708
a. Dependent Variable: q7

33
T-TEST
/TESTVAL=0
/MISSING=ANALYSIS
/VARIABLES=q1 q2 q3 q4 q5 q6 q7 q8 q9
/CRITERIA=CI(.9500).

T-Test

34
 Notes
Output Created 25-Mar-2008 17:03:25
Comments
Input Data C:\Documents and
Settings\hp\Desktop\sfd.
sav
Active Dataset DataSet0
Filter <none>
Weight <none>
Split File <none>
N of Rows in
21
Working Data File
Missing Value Definition of User defined missing
Handling Missing values are treated as
missing.
Cases Used Statistics for each
analysis are based on the
cases with no missing or
out-of-range data for any
variable in the analysis.
Syntax T-TEST
/TESTVAL=0
/MISSING=ANALYSIS
/VARIABLES=q1 q2 q3
q4 q5 q6 q7 q8 q9
/CRITERIA=CI(.9500).

Resources Processor Time 00:00:00.000

Elapsed Time 00:00:00.015

35
 One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
q1 15 2.4000 1.40408 .36253
q2 15 3.2000 1.37321 .35456
q3 15 2.8000 1.47358 .38048
q4 15 2.2667 .70373 .18170
q5 15 3.6667 .72375 .18687
q6 15 2.7333 1.27988 .33046
q7 15 1.2000 .41404 .10690
q8 15 2.4667 1.18723 .30654
q9 15 3.1333 1.24595 .32170

One-Sample Test
Test Value = 0
95% Confidence
Interval of the
Sig. (2- Mean Difference
t df tailed) Difference Lower Upper
q1 6.620 14 .000 2.40000 1.6224 3.1776
q2 9.025 14 .000 3.20000 2.4395 3.9605
q3 7.359 14 .000 2.80000 1.9840 3.6160
q4 12.475 14 .000 2.26667 1.8770 2.6564
q5 19.621 14 .000 3.66667 3.2659 4.0675
q6 8.271 14 .000 2.73333 2.0246 3.4421
q7 11.225 14 .000 1.20000 .9707 1.4293
q8 8.047 14 .000 2.46667 1.8092 3.1241
q9 9.740 14 .000 3.13333 2.4434 3.8233

36
From the above whole survey and analysis of various Air
conditioner brands, we can analyze that the Carrier is the major
player in this segment.

• Carrier customers are highly quality oriented and Brand

conscious. They are also brand loyal.

• They are not at all pricing conscious. It can be due to the fact
that Carrier provide quality products and their products are
very much affordable and the products matches according to
the quality and prices charged. Customers consider these
prices as “Value for Money”.

• Customers do purchase other brands as a secondary option

when they purchase two or three ACs for their homes, they
purchase one of this brand.

Hence from the whole survey, we can say that Carrier enjoys the
high market share but the customers of Carrier do not share
good experiences by word of mouth. Rather when they are not
satisfied by after sales service, they do not recommend the
product to other people.

CHAPTER 7.1

37
 RECOMMENDATIONS

After studying the various parameters of Carrier AC, we have

found out that the sales of the product is decreasing because of

inferior after sales services.

We recommend the following:-

1) Improved After Sales Service – It has been found out that

customers find the after sales services of other AC’s better than

their Carrier brand. So ,improvement in after sales service can

help in increasing sales.

2)Improve the marketing strategies i.e. advertising and all.

This could certainly help Carrier to penetrate the tough Indian

market and to keep the market share intact.

CHAPTER 7.2

CONCLUSION

From above Literature review and findings we can say that

Carrier needs to redesign its marketing strategies and improve

38
its after sales services in order to make a success in India. The

null hypothesis is accepted as r-square is .740 hence consumers

value after sales services alot; however if Carrier improves the

services, then there are quite good chances of a grand success as

Indian air conditioner market is growing very fast. So Carrier has

two options:

1. Improve the marketing strategies i.e. advertising and all.

This could certainly help Carrier to penetrate the tough

Indian market and to keep the market share entact.

2. Improve after sales service of the Air conditioner.

Finally we can conclude that the success(or Sales) of Carrier AC

is dependent on after sales service; null hypothesis is accepted.

Indian customers won’t buy it just because it is their brand; but

they expect value for money and satisfaction.

In other words we can also conclude that success of Carrier AC is

more dependent on its after sales service than its price as the

39
cumulative result of its enhanced (expected) version are quite

surprising and favorable for Carrier.

CHAPTER 8
BIBLIOGRAPHY

1.Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 1 :Page22-23.

40
2. Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 2 :Page 40-45

3. Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 3 :Page72-77

4. Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 4 :Page96-98.

5. Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 6 :Page140-144

6. Business Research Methods(BY Donald R Cooper& Pamela S

Schinder)Chapter 15,16,17,18 :Page402-526.

7. Research Methods ( BY Ram Ahuja) Chapter 1 :Pages 70-74

8. Research Methods ( BY Ram Ahuja) Chapter 3 :Pages 120-127.

9. Research Methods ( BY Ram Ahuja) Chapter 4 :Pages 155 -165.

10. Research Methods ( BY Ram Ahuja) Chapter 6 :Pages 193 -196

41
 CHAPTER 9
REFERENCES

www.marketresearch.com

www.economicstimes.com

42
www.timesofindia.com

www.surveysampling.com

www.residential.carrier.com

www.airmakers.com

http://books.google.co.in

http://finance.yahoo.com

43
CASE:

Project Objectives

Pioneer Plaza, LLC, the owner of Pioneer Plaza in Honolulu, Hawaii,

is dedicated to providing their tenants, such as the elite Plaza
Club, a comfortable environment. With the Plaza’s original chillers
becoming unreliable and with ever-increasing energy rates, it was
time to replace the aging chillers, especially since Hawaiian
Electric Company (HECO), the local utility company, provides
energy rebates for high efficiency equipment. The owners turned
to Power and Systems Inspection Group and its vice president,
Leslie Taniyama, for an energy efficient and environmentally
sound design.

Project Synopsis
Energy efficiency and the environment have always been very
important to Pioneer Plaza, LLC, owners of Pioneer Plaza, a multi-
use complex located in Honolulu’s Financial District and home to
the famous Plaza Club. Efficiency is so important to Pioneer Plaza,
LLC that they turned to the Power and Systems Inspection Group
to conduct an energy feasibility study.

“We studied everything from lighting to heating, to ventilation

and air conditioning,” said Leslie Taniyama, vice president, Power

44
and Systems Inspection Group. “The study recognized the
inefficiency of the original chiller plant and we recommended that
the existing chillers be replaced within the next five years,”
added Taniyama.

Power and Systems Inspection Group went on to design a solution.

“Efficiency was paramount,” stated Brandon Metter, facilities
engineer, Pioneer Plaza, LLC. However, the owners had other
objectives, too. They wanted a multiple chiller plant with
redundant pumps that used the existing electrical supply.
Limitations on size and weight would also be considered. The
original chillers could be distinctly heard in the Plaza Club so the
owners wanted a substantial reduction in plant sound levels. “As
our objectives were listed, we knew we wanted to look at
centrifugal chillers with variable frequency drives with the best
life cycle cost,” added Metter.

Visits to Carrier’s chiller plant in Charlotte, North Carolina, and

to a competitor’s facility were planned in order to take a closer
look at centrifugal chillers. During each visit, Metter and
Taniyama toured the manufacturing facilities and met with
engineers. “We were impressed with Carrier’s facility, their
engineers, and their 19XRV Evergreen® chillers and we have
always been impressed with Carrier sales and service in Hawaii.
We knew leaving Charlotte that the Carrier chillers were best for
this job,” stated Metter.

Since start-up, “The chillers are not only meeting our

expectations, they are exceeding them,” concluded Metter. “With
the CarrierOne™ interface to our EMCS, we have flexible
control, which has led to energy savings of over 14% in the first
five months of operation, while in one month the savings was over
20%,” added Taniyama. Raynard Marquina, property manager for
Pioneer Plaza, LLC agrees, “The new chillers are working beyond

45
expectations. We used to have to run both of the original chillers
to handle the loads in the cooler months, but with the new
chillers, we only had one running from December through April.
We are seeing significant energy savings.”

Solution

Two 350-ton Carrier 19XRV Evergreen® centrifugal chillers with

variable speed drives and CarrierOne™/BACnet® interfaces were
selected to replace two existing 300-ton centrifugal chillers. The
19XRV’s efficiency, reliability, size, weight, low sound levels, R-
134a refrigerant and the expertise of the Carrier engineering,
sales, and service staff were all factors in selecting Carrier.

46
APPENDICES AND ANNEXURE:

Appendix I:

The Earth Times

FARMINGTON, Conn., March 3 /PRNewswire/ -- Carrier Corp., a

unit of United Technologies Corp. , was honored recently with the

Hartford Area Habitat for Humanity's first-ever Community

Ambassadors Award. The organization recognized Carrier for its

10th corporate house sponsorship as well as its ongoing support.

Carrier further supported the Hartford affiliate by donating 10

heating systems installed in new Habitat houses in 2007.

"Carrier has paved the way for other companies as it has raised

the bar on corporate giving and community service," said

Hartford Habitat's Executive Director Michael J. Brett. "We are

pleased to present them with the first Community Ambassadors

Award."

Carrier President Geraud Darnis accepted the award which was

47
presented at Habitat's Board of Directors Annual Meeting in

Hartford on Feb. 28. "This is a distinct honor for Carrier," said

Darnis. "As part of our corporate commitment to social

responsibility, we continuously seek opportunities to improve the

communities where Carrier's employees and customers live and

work. We feel privileged to have supported Habitat's efforts in

the Greater Hartford community over the past decade and look

forward to a strong partnership long into the future."

A long-time partner of Habitat for Humanity, Carrier has donated

more than $3 million in cash and equipment and built more than

100 homes on three continents. The company has enabled its

employees to volunteer upwards of 26,000 hours with Habitat for

Humanity affiliates around the world.

"At Carrier, our purpose is to make the world a better place to

live by creating a comfortable, productive and healthy

environment," said Darnis. "We do that with our innovative

products that are energy efficient and environmentally sound. We

48
also fulfill our purpose through the actions of Carrier employees

in their communities."

Carrier supports organizations, such as Habitat for Humanity,

that promote the use of green building practices and

environmental sustainability in urban centers. It is in this spirit

that Carrier helped the Hartford Area Habitat for Humanity

incorporate green building practices into its homes in 2006. The

Hartford Area Habitat for Humanity continues to design homes

that meet ecologically sound building standards through the use

of recycled materials, renewable resources and energy efficiency.

About Carrier Corp.

Carrier Corp., headquartered in Farmington, Conn., is the world's

largest provider of heating, air-conditioning and refrigeration

solutions. With 2007 revenues of $14.6 billion, Carrier has

approximately 43,000 employees worldwide and operations in

more than 170 countries. Carrier is part of United Technologies

Corp., a Hartford, Connecticut-based provider of products and

49
services to the aerospace and building systems industries

worldwide.

Annexure: Questionnaire

This questionnaire was given to the current customers of

CARRIER AC to find out that where the problem actually lie.

50
 ‘QUESTIONNAIRE’

YOUR SURVEY RESPONSES WILL BE STRICTLY

CONFIDENTIAL AND DATA FROM THIS RESEARCH WILL BE
REPORTED ONLY IN THE AGGREGATE.YOUR INFORMATION
WILL BE CODED AND WILL REMAIN CONFIDENTIAL.

Name:
Address:
Phone No:

1. Why did you prefer Carrier AC?

QualityCost Brand value Reference Service convenience

2. While you were deciding for the purchase of AC, which brand
gave you most quick and easy access to its product information?

LG HitachiSamsung Carrier Videocon Other Specify_______

3. Based upon your most recent interaction with Carrier employee

, how would you rate your overall satisfaction with us?

Excellent Good Average Fair Poor

4. Do you feel that your waiting time was:

51
less that expected reasonable too long

5. How often did you find problem with Carrier AC?

weekly monthly 1-3 times a year 4-6 times a year Other

6. How is the performance of your AC?

Excellent Good Average Fair Poor

7. If given a chance to exchange your AC, will you be willing?

Yes No

8. Which other brand would you prefer than carrier.

LG HitachiSamsung Voltas Videocon Other

9. Which of the following factors influence your decision to buy

Air Conditioner?

Cost After Sale servicesMaintenance Cooling Effect Electricity

Bill Other Specify_______

52
10. How would you rate our performance in the following areas?

Exceeded my expectation
Met my expectation
Did not meet my expectation

Employee cared about and understood my needs and concerns.

Service delivery was timely and responsive.

Employee was able to assist me or direct me to appropriate source.

Employee was courteous and friendly.

Employee was qualified, knowledgeable and well-informed.

53
54