A

PROJECT REPORT

ON

Market Research for Analyzing the Potential Of

Revamp/Repair Business with Old Installation

Of BLUE STAR LIMITED

SUBMITED TOWARDS PARTIAL FULFILMENT OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY VIKAS THAKRAN

FACULTY GUIDE:
INDUSTRY GUIDE:

MRS. RAJEETA DIXIT

MR. DEEPAK JAIN

PROFESSOR
REGIONAL HEAD

INSTITUTE OF MANAGEMENT & ENTREPRENEURSHIP BLUE

STAR LTD.

PUNE.

1
 BHARTI VIDYAPEETH UNIVERSITY, PUNE

INSTITUTE OF MANAGEMENT AND ENTREPRENUERSHIP

DEVELOPMENT, PAUD ROAD, ERANDWANE, PUNE-38

CERTIFICATE OF COMPLETION

This is to certify that Mr.VIKAS THAKRAN is a bonafide student of MBA

program of the university in this institute for the year 2009-2011. As a part of
the University curriculum, the student has completed the project report titled
“Market Research for Analyzing The Potential Of Revamp/Repair Business
With Old Installation Of Blue Star Ltd.”.The project report is prepared by the
student under the guidance of PROF RAJITA DIXIT.

(Teacher Guide) Program Co-coordinator Director

2
 Date:

Place: Pune

DECLARATION

I, Vikas Thakran, hereby declare that this project report titled as “Market
Research for Analyzing The Potential Of Revamp/Repair Business With Old
Installation Of Blue Star Ltd.”, Focus- NATION CAPITAL REGION, is my
original work under the guidance of Mr. Deepak Jain, towards partial fulfillment of
the requirements for the MBA course of Institute of Management &
Entrepreneurship Development, Pune.

I also affirm that the information given in this report is materialized and
authentic.

Place: - Pune

Date: -

3
 VIKAS THAKRAN

ACKNOWLEDGEMENT

First and foremost, I extend my deepest thanks to Mr. Deepak Jain for
giving me this opportunity to work in such a prestigious organization as well as for
giving me a wonderful live project. He has been a perfect guiding force and source
of inspiration throughout the tenure of the project. Without his constant guidance
and feedback, I would have never been able to complete the project in the manner
that I did.
I wish to express my gratitude to our director Mr. Nitin Nayak of IMED for
having offered me an opportunity to work on this project.

I also express my sincere thanks to Mrs. Rajeeta Dixit , my project guide and
to the Staff Members of Blue Star Ltd. who assisted me in completing this project
work.

Two months with Blue Star Ltd. has been full of learning and sense of
contribution towards the organization. I would like to thanks Blue Star Ltd. for
giving me an opportunity of learning and contributing through the project. I also
take this opportunity to thank all those people who made my experience a
memorable one.

4
 SERIAL No. TITLE PAGE No.

CHAPTER-1 6
1.1 HISTORY 7-10
1.2 COMPANY PROFILE 11-12
1.3 PRODUCT LINE 13-24
CHAPTER -2 25
2.1 RESEASCH METHODOLGY 26
2.2 OBJECTIVE OF STUDY 27-28
2.3 RESEARCH METHOD 29
2.4 SOURCES OF DATA COLLECTION 30
CHAPTER - 3 31
3.1 DATA ANALYSIS 32-36

CHAPTER-4 37
4.1 FINDINGS & SUGGESTION 38-39

CHAPTER-5 40

5.1 CONCLUSION 41
CHAPTER -6 42

6.1 BIBLIOGRAPHY 43

TABLE OF CONTENT

5
CHAPTER – 1
HISTORY

6
1.1 HISTORY

Blue Star was founded in 1943, by Mohan T Advani, an entrepreneur of exemplary

vision and drive. The Company began as a modest 3-member team engaged in
reconditioning of airconditioners and refrigerators.

Within three years, the Company secured the agency for US-based Melchoir
Armstrong Dessau's airconditioning equipment. Shortly after, the Company was
selected by Worthington, the US leader in airconditioning, as its India based
partner - these were the first of numerous foreign associations to follow.

An expanding Blue Star then ventured into the manufacture of ice candy machines
and bottle coolers and also began the design and execution of central
airconditioning projects. Then came the manufacture of water coolers. In 1949, the
proprietorship company set its sights on bigger expansion, took on shareholders
and became Blue Star Engineering Company Private Limited.

Ever since, there has been a constant and profitable growth. Blue Star diversified
and took up agencies for Material Testing Machines and Business Machines. The
export arena beckoned and the Company began exporting water coolers to Dubai,
where in fact, 'Blue Star' soon became the generic name for water coolers.

The sixties and the early seventies witnessed Blue Star continuing to expand and
thrive. A team of dedicated professionals aided Mohan T Advani in ever furthering
his vision of a profitable company dedicated to its ideals of professionalism and
7
success. Employee strength crossed the 1000 mark and the company went public in
1969 to become Blue Star Limited, as it continues to be called today.

In 1970, the Company took up the all-India distributorship of Hewlett-Packard

products, a business relationship which continues today and has grown ever
stronger through the years. As the Company's reputation for delivering the goods in
the most challenging of airconditioning projects grew steadily, the early seventies
saw a series of prestigious projects being entrusted to Blue Star - skyscrapers such
as Air India Building, Express Towers, the Oberoi Hotel in Mumbai, apart from
several others. Revenues touched the Rs. 10-crore mark and staff strength doubled
to exceed 2000.

As its Indian presence reached greater heights, the Company began building
determinedly upon its existing overseas presence, Blue Star set up a joint venture
with Al Shirawi in Dubai and went on to execute some outstanding projects in
Syria, Iraq and Saudi Arabia. To complement its airconditioning projects and
undertake turnkey industrial projects, an Industrial Division was set up in 1978.

Always moving with the times and ever on the lookout for business possibilities,
Blue Star next set up a software export unit at Seepz, Mumbai in 1983. Then came
associations with more global leaders - a collaboration with York International of
USA for central airconditioning equipment and joint ventures with Motorola and
Yokogawa.

In 1984, Ashok M Advani & Suneel M Advani, the sons of Mohan T Advani, took
over the reins of the Company, after spending nearly 15 years within the Company
steadily climbing up the ladder. A renewed thrust was placed on the company's
core business areas - airconditioning and refrigeration and the distribution of
professional electronics equipment - and the company emerged a market leader in
these focus areas.

The nineties witnessed India entering an era of economic liberalisation and an

upsurge in competition as the dynamic business scenario attracted the world's most
forward-looking corporations. It was time to re-look at existing business
competencies, re-engineer those that were obsolete and forge ahead in acquiring
new business competencies. Blue Star was more than equal to the challenge and
expansion continued unabated.

In keeping with this focus, an advanced manufacturing facility was set up at Dadra
in 1997, in technical collaboration with Rheem, USA, to enhance manufacturing
competency. Today it bears the distinction of being regarded as the best such plant
8
India-wide. The dealer network was strengthened and expanded to bring products
within easy reach of every customer.

With the advent of the much awaited new millennium in 2000, the action
continued. The software unit was spun off into a separate company, Blue Star
Infotech Ltd., the export of airconditioning products from the Dadra factory began
and contract manufacturing for local and foreign brands commenced. A new
Corporate Vision was developed - "To deliver a world-class customer experience".
Every employee is determined to follow this vision and keep their organization a
competitive and forward-looking one.

Blue Star crossed the Rs. 500 crore milestone in 2000 and the Rs. 600 crore
milestone in 2002-03. With the boom in construction activity and increased
infrastructure investments, the Company leveraged its leadership position to grow
aggressively. In the following three years, the Company nearly doubled its
turnover, clocking Rs 1178 crores in 2005-06.

Even more than size, Blue Star enjoys an enviable reputation as an ethical
corporation, ever mindful of its obligations towards customers, shareholders,
dealers, business partners, employees and the environment in which it operates.

"To deliver world class customer experience", has been the core philosophy of
Blue Star. The Manufacturing division of the company also aspires to be of world-
class caliber.

Blue Star's foray into manufacturing was a modest effort at producing ice candy
machines in the 1940s, at first from a small office in Forbes Street at Colaba in
Mumbai. It was only in the mid 1960s that Mohan T Advani expanded Blue Star's
manufacturing base by buying a factory in Thane, then a distant suburb in Mumbai.

The second plant was built in 1980 in Bharuch in Gujarat to manufacture water
coolers, deep freezers and bottle coolers.

In the late 1990s with the software boom driving the economy, investments in
manufacturing sector were dwindling. Manufacturing facilities started become an
unviable proposition. As a result, a lot of manufacturing units had to be closed
down. However Blue Star management was convinced that manufacturing would
be an important driver in the value chain and was important for the company to be
successful in the longer run.
9
A new and exciting chapter began with the inauguration of a world-class factory in
Dadra in July 1st, 1997. The project at Dadra was incorporated with state-of-the-art
technologies, quality standards and manufacturing process with consultations from
Rheem USA.

After the success of Dadra, Blue Star has been able to transplant the manufacturing
philosophy and attitude to the other factories at Thane and Bharuch as well.

The two fundamental transformations of Blue Star's manufacturing took place in

improving operational efficiencies and quality improvement resulting in
competitiveness in terms of price and delivery. Blue Star remained competitive in
the market where prices of airconditioning products fell constantly since the late
1990s. The introduction of world class manufacturing facilities coupled with IT,
automation and an overall positive morale amongst the employees resulted
reduction of manufacturing cost.

With the addition of Himachal Plant in 2005, which was built with in-house
expertise, Blue Star has been able to meet the increasing market demand. Himachal
plant has the advantage of scale of operations and also enjoys tax benefits.

Wada facility is the most recent one set-up by the Company. With a plot size of
around 36 acres, this facility is planned to eventually be Blue Star’s largest
manufacturing facility. Wada factory is a state-of-the-art facility and follows
world-class manufacturing practices.

Blue Star's five modern manufacturing facilities coupled with a robust product
development team and a significant contribution from the original equipment
manufacturers and export market has given Blue Star a cutting edge in
manufacturing.

10
1.2 COMPANY PROFILE
Blue Star is India's largest central air-conditioning company with an annual
turnover of Rs 2556 crores, a network of 29 offices, 5 modern manufacturing
facilities, 700 dealers and around 2600 employees.

It fulfills the air-conditioning needs of a large number of corporate and commercial

customers and has also established leadership in the field of commercial
refrigeration equipment ranging from water coolers to cold storages. The Company
has also started offering Electrical Contracting and Plumbing & Fire Fighting
Services. Blue Star's other businesses include marketing and maintenance of hi-
tech professional electronic and industrial products.

Blue Star has business alliances with world renowned technology leaders such as
Rheem Mfg Co, USA; Hitachi, Japan;, UK; Thales e-Security Ltd., UK; Jeol,
Japan and many others, to offer superior products and solutions to customers.

The Company has manufacturing facilities at Thane, Dadra, Bharuch, Himachal

and Wada which use state-of-the-art manufacturing equipment to ensure that the
products have consistent quality and reliability.

Blue Star primarily focuses on the corporate and commercial markets. These
include institutional, industrial and government organizations as well as
commercial establishments such as showrooms, restaurants, banks, hospitals,
theatres, shopping malls and boutiques. In accordance with the nature of products
and markets, business drivers, and competitive positioning, the lines of business of
Blue Star can be segmented as follows:

Fact Sheet

• Total Income: Rs.2556 Cr

• Net Profit: Rs.211 Cr
• Employees: 2600
• Manufacturing Units: 5
• Offices: 29
• Dealers: 720

11
Electro Mechanical Projects and Packaged Airconditioning
Systems
This comprises central and packaged airconditioning as well as electrical projects.
The central and packaged airconditioning business involves design, engineering,
manufacturing, installation, commissioning and support of large central
airconditioning plants, packaged airconditioners and ducted split airconditioners.
In addition to this, Blue Star promotes after-sales service as a business, by offering
several value added services in the areas of upgrades and enhancements, air
management, water management, energy management and LEED certification
consultancy for Green Buildings.

The Company also executes building electrification contracting projects and offers
expertise in the areas of electrical design and engineering, supply and installation
of entire power systems as well as liasioning, approvals, commissioning and asset
management.

Cooling Products

Blue Star offers a wide range of contemporary window and split airconditioners.
The Company also manufactures and markets a comprehensive range of
commercial refrigeration products and services that cater to the industrial,
commercial and hospitality sectors. These include water coolers, bottled water
dispensers, deep freezers, cold storages, bottle coolers, ice cube machines and
supermarket refrigeration products.

Professional Electronics and Industrial Systems

For over five decades, the Electronics Division has been the exclusive distributor
in India for many internationally renowned manufacturers of hi-tech professional
electronic equipment and services, as well as industrial products and systems. The
Company has carved out profitable niches for itself in most of the specialized
markets it operates in, such as analytical instruments, medical electronics, data
communication products, material testing, and test and measuring instruments.

12
1.3 PRODUCT DETAIL OF BLUE STAR

Central Airconditioning

• Screw Chillers
• Scroll Chillers Room Airconditioners
• Double Skin Air
Handling Units • Window Airconditioners
• Fan Coil Units • Split Airconditioners
• Packaged Acs • Cassette Airconditioners
• Hiper Packaged Acs • Verticool Split Acs
• Hisen Packaged
Acs • Concealed Split Acs
• Ducted Splits

• Vrf Systems

Commercial
Refrigeration

• Deep Freezers
• Ice Machines Cold Storages
• Water Coolers
• Modular Cold Rooms
• Flexi Water Coolers
• Refrigeration Units
• Bottle Coolers
• PUF Insulated Panels
• Milk Coolers
• Bottled Water • Ripening Chambers
Dispensers

• Supermarket
Display

13
 Speciality Cooling
Products Exports

• Process Chillers • Chillers

• Telepacs
• Precision Control
Packaged Acs
• Bulk Milk Coolers
• Mortuary Chambers
• AIR SIDE PRODUCTS
• Room Airconditioners
• Special Applications
• Refrigeration

PRODUCT INFORMATION

1. WINDOW AIR CONDITIONER

With aesthetically appealing designs

and superior performance, Blue Star
Window Airconditioners come with
some brand new exciting features. A reliable and accurate electronic thermostat,
fuzzy logic control that adjusts performance automatically and a low energy
consuming compressor, besides others. They also include dependable
components, excellent after-sales service and stunning looks. After all, you can't
expect anything less than that from the leaders.

FEATURES

• Great Looks Power Saver Compressor

14
 • Long Life
• Advanced Fan Motor
• 3-Speed Cooling
• Inner Grooved Condenser
• 4-Way Air Distribution
• Capacities: 0.75TR to 2TR

Remote Features:

• Digital Display
• Electronic Thermostat
• Programmable Timer
• Backup
• Sleep Mode
• Quick Start*

2.SPLIT AIR CONDITIONER

Star Rated Hi-Wall Split ACs

Mega Split Airconditioners
Capacity: 2.5 TR to 3 TR
Capacity: 1 TR to 2 TR

Blue Star, leaders in central airconditioning, also bring you a state-of-the-art range
of split airconditioners that suit corporate, commercial and residential needs

15
3.CASSETTE AIR CONDITIONER

Blue Star's cassette airconditioners not only look contemporary, but are also
extremely quiet and installation friendly. They blend beautifully with stylish
interiors by virtue of their excellent looks, fit and finish. Their compactness and
ability to distribute cool air uniformly in four directions without ducting make
them an ideal choice where it is not practical to have a ducts for air flow (due to
structural constraints such as low cross beams).

Features

• Available in 1.5, 2, 3 and 4 TR

• Aesthetic design
• Preferred choice for commercial/residential spaces with low ceilings
• Integrated drain pump ensures that condensed water is drained effectively
without damaging the false ceiling

4.VERTICAL SPLIT AIR CONDITIONER

16
A versatile air-conditioning solution for large commercial spaces such as open-
layout offices, showrooms and banks particularly when
you need it in no time.

Features

• Available in 2.5, 3.5 and 4.5 TR

• Ideal for air-conditioning existing open layouts
without obstructing partitions
• Needs no ducting or false ceiling, hence quick to
install
• It does not need wall or window space, an unused
corner or space beside a column in the room will do
• Cold air is delivered efficiently from a good height and can therefore reach
up to 25 ft., enabling effective cooling of a large area
• Power saver
• Long life
• Blue fin condenser for highly efficient heat transfer
• Fuzzy logic control for intelligent cooling
• Oscillating louvres for uniform cooling
• Low noise
• Dry Mode dehumidifies the air and removes extra moisture from the room
• User-friendly Remote Control

5. CONCEALED SPLIT AIR CONDITIONER

17
Apart from being reliable and trouble-free, the unique low noise feature makes it
the quietest in the category. Its low height makes it easy to conceal, offering a
central airconditioning look with higher head room. A big bonus when wall and
floor space is limited.

Features

• Available in 1, 1.5, 2, 3, 4, 5 and 7.5 TR

• Low noise and low height
• State-of-the-art compressor saves 10-15%
electricity bills
• Programmable timer
• Time delay feature for longer life of compressor
• Auto-restart
• Fuzzy logic control for intelligent cooling
• Detachable fan panel for easy servicing of fan motor and coil
• Salt spray-tested GI panels for longer life and aesthetic appeal
• Highly efficient permanent split capacitor motor

6. FLEXIBLE DUCTED SPLIT AIR CONDITIONER

This product offers you the ease of installation of a non-ducted AC even while
giving you the power of a ducted system. These units adapt themselves to any
space, even those with low height ceilings. The flexible design not only allows
freedom in layout and design, but also means economical, speedy ducting
solutions. These can be installed in residences, clinics, eateries, commercial spaces,
offices, shops and many more other locations.

Features

• Available in 3 & 5 TR.

• Highly flexible, installation friendly design.

18
 • Available in a standard diameter of 200 mm, with fiberglass insulation of 25
mm or without insulation.
• Easy-to-connect to supply air grilles and diffusers.
• No sheet metal fabrication work at site.
• Low operating cost
• Reliable and energy efficient Copeland compressor.
• Galvanized steel, pretreated and polyester powder-coated sheet metal for
long life and corrosion-free operation.
• User-friendly Corded Pendant Controller offers fuzzy logic operation.

SERVICES SOLUTION PROVIDED BY BLUE STAR

Why is it important to service your airconditioning and refrigeration system?

All airconditioning and refrigeration systems, like any other machine, depreciate
with time. And if not properly maintained, they progressively lose efficiency,
consume more power, and drain your profits.

Without regular maintenance an airconditioner looses its original efficiency

steadily every passing year. It is common knowledge that these inefficiencies
accelerate in the absence of adequate monitoring and maintenance. Thereby,
causing a lot of inconvenience.

The good news however, is that you can recover most of that lost efficiency
through regular maintenance. Studies show that with regular tune-ups a unit will
maintain up to 95% of its original efficiency. This means that the cost of a periodic
tune -up is recovered very quickly in savings on your monthly power bill and
reduced running and repair costs.

Why Blue Star?

19
Blue Star, India's largest airconditioning and commercial refrigeration company,
has been providing expert cooling solutions for over six decades. Blue Star
provides you with the finest and most comprehensive range of services, to take
care of your airconditioning system. With our experience and expertise, we
optimize your system and ensure maximum energy efficiency, perfect air
distribution and provide superior indoor air quality.

Very often, customers tend to believe that maintaining airconditioning systems

needs no great expertise, and in case of a breakdown, any local AC repair
technician can repair it. But while local technicians might be an easy option, they
don't have the kind of extensive knowledge required on the science of cooling.
They lack adequate understanding of indoor air quality, airside management and
energy efficiency. Neither do they know the designs and circuits well enough for
them to optimize your system periodically, nor do they have the infrastructure and
resources necessary to handle your system, in case of eventualities. In fact, relying
on them can only cause inconvenience, apart from potential loss of business and
productivity. On the other hand, Blue Stars' experts and customer focused
professionals periodically check your entire system, repair and replace the
necessary parts and calibrate the system for perfect air distribution and balancing.

Blue Star has the largest pool of qualified and trained airconditioning and
refrigeration engineers. Company has a wide network of channel partners all over
India and across the globe to meet customer requirements. We understand the
geography and have complete knowledge of the application and customer profiles

Corporate Social Responsibility

20
Blue Star’s Corporate Social Responsibility (CSR) philosophy is built on three
pillars namely

• Environment protection
• Energy conservation
• Community development around its facilities.

The Company is highly committed to the cause of protecting the environment.

Energy efficiency of its products remains a corner-stone of its research and
development efforts Air, water and energy management services as well as LEED
(Leadership in Energy and Environmental Design) consultancy for Green
Buildings have been part of its business and practices. The Company has also been
contributing in the technical domain in the use of eco-friendly refrigerants in its
products.

Energy Conservation goes beyond using efficient products. A huge amount of

energy is wasted nationally due to sheer ignorance and lack of awareness. Blue
Star helps deserving institutions such as hospitals and colleges to save power by
conducting free walk-through energy audits. The Company has conducted several
such audits with energy recommendations for Jai Hind College, St Xavier’s
College, Nirmala Niketan College of Social Work, National Association for the
Blind (NAB), Bombay Natural History Society (BNHS), JJ School of Architecture
and Dilkhush Special School, amongst others.

In its efforts towards community development around the Company’s facilities, the
Company has initiated and sponsored a study in the villages around its Wada Plant
to understand the immediate needs. Vocational training and health emerged as
pressing needs in this underdeveloped region. Blue Star has sponsored the
vocational training courses offered by an NGO, KSWA in Wada. This centre was
set up to support a vocational training initiative for school and college dropouts to
make them employable contributing members of their families and communities.
Regular visits by the Company’s employees have aided in technical support to
KSWA for conducting the courses.

In addition to the above CSR efforts, the Company sponsors various philanthropic
activities through its Trust, Blue Star Foundation, which has been supporting
several activities in the areas of children education and healthcare apart from relief
measures in national calamities.

21
OUR STRENGTHS
• TRAINED PERSONNEL:

Our engineers and technicians are intensively trained to handle the costly,
sophisticated airconditioning equipment.

• PRIORITY SERVICE:

All customers who opt for our annual service solutions are offered priority
service, so that your calls get attended quicker and the system is up faster.

• PREVENTIVE CHECKS:

Under all our service solutions, we offer preventive maintenance checks

which help in identifying problems early, preventing costly down times.

• GENUINE SPARES:

By opting for our service solution, you are assured of genuine spares that
will go a long way in ensuring high uptime for your system.

• EXTENDED LIFE:

Genuine Spares and regular maintenance help in extending the life of your
system.

• SEASONAL SETTINGS:

In summer, you would prefer lower temperatures and when the climate is
cold you often feel the need to change your settings to higher temperatures.
Before the onset of a season, our engineers calibrate the airconditioning
system to suit.

Services
22
Why is it important to service your air-conditioning and refrigeration system?

All air-conditioning and refrigeration systems, like any other machine, depreciate
with time. And if not properly maintained, they progressively lose efficiency,
consume more power, and drain your profits.

Without regular maintenance an air conditioner loses its original efficiency steadily
every passing year. It is common knowledge that these inefficiencies accelerate in
the absence of adequate monitoring and maintenance. Thereby, causing a lot of
inconvenience.

The good news however, is that you can recover most of that lost efficiency
through regular maintenance. Studies show that with regular tune-ups a unit will
maintain up to 95% of its original efficiency. This means that the cost of a periodic
tune -up is recovered very quickly in savings on your monthly power bill and
reduced running and repair costs.

Standard services
At Blue Star, you will find a wide spectrum of Service Solutions to meet all your
requirements. Apart from the Standard Maintenance solutions, we also offer
premium value added services for your critical needs:

• Risk Protection Contract:

This comprehensive contract includes all labour, spares and consumables, it

covers routine preventive maintenance and attending to break downs.

• Labour Maintenance Contract:

This contract includes labour for only routine preventive maintenance and
attending break downs. The spares and consumables are separately charged
for.
• Operating Contracts:
This is a pure labour contract. The operators are stationed for single, double,
round the clock or 365 days shift, depending on your needs. They regularly
monitor the operating status.

Customer service number

23
• National Customer Service Number: 1860 266 6666
• Alternate Toll-Free no: 1800 209 1177
• Dealer / Associate Toll-free Number: 1800 209 1133
• SMS facility: Send “Service” to 57007
• Email: customerservice@bluestarindia.com

Online registration services.

All the fields are mandatory.

Name

Address

Telephone
E-Mail
Product Purchased
Invoice Details
Name of the dealer

24
 CHAPTER - 2
RESEARCH METHODOLOGY

25
2.1 RESEARCH METHODOLOGY

In every aspect of project which is designed on the basis of some observation and
research is made with adapting particular methods and techniques .while doing the
research it is necessary that every information should be unbiased and not
prejudiced based on truth and veracity.

So for every project a proper methodology should be used which can minimize our
efforts and give us the maximum output with optimal use of the resources.

Type 1: Qualitative Market Research

Qualitative research helps to understand customers and their needs

Qualitative research is used to help us understand how people feel about

company and products. And help to find out why they feel as they do. It
is concerned with collecting in-depth information asking questions
related to product. Samples colleted for this method are smaller. Depth
interviews gives good information related to research. Question asking
related to product quality, services provided by the company, related to
customer satisfaction and market potential.

TYPE 2: Quantitative Market Research

Quantitative research helps to segmenting customers.

Quantitative research is used to measure how many people feel, think or act in a
similar manner about company and products. These surveys tend to include large
samples. Structured questionnaires are usually used incorporating mainly closed
questions - questions with set responses. There are various vehicles used for
collecting quantitative information but the most common are personal interviews.

2.2 OBJECTIVE
26
Research objective

To know the performance and after sales services provided by the company are up
to the mark or not. Focus- NCR.

Secondary Objectives Of the research are

(a) Finding the customer satisfaction.

(b) Keeping hold of the potential customers.

(c) Finding of new prospect customers.

(d) Maintaining and adding value to the brand image in the market.

Scope of the Survey

To know the performance and services during my project was confined to National
Capital Region only. It covers most of the Big, Medium and Small scale industries
and corporate offices of NCR. The sample size of my survey is 50 companies.
Survey of companies is very much beneficial to the organization. Only an
understanding of the relevant markets can help in analyzing of marketing
opportunities and device suitable marketing strategy accordingly. In order to meet
competition at the market place, the marketing managers are using various
methods to add final value to the final products, which will reach to the hands of
consumers. This means in the ever changing marketing environment, there is
growing concern to go for a careful study of the behavior.

Market Research will help the company to increase the knowledge of different
brands available in the market. With the help of the topic company will know what
are the strengths, weaknesses, opportunities and threats in the market and which
are the areas in which company is lacking.

RESEARCH METHOD

27
1. Observational.
2. Market Survey.

SAMPLING PLAN

Sampling Procedure

 Formulation of project objective.

 Field Work.
 Sampling Plan.
 Data Tabulation and Analysis.

Method of Contact

1. Personal Interview
2. Mail Survey

28
 2.3 SOURCES OF DATA

(1) Primary Data (2) Secondary Data

The primary data are those, which are collected afresh and for the first time and
thus happens to original in chapter i.e. they have no past record. Primary was
collected through interview, questionnaire and schedules etc.

The secondary data are those which have already been collected by someone else
and which already had been passed through the statistical process. Secondary data
was extracted from various published materials like magazines and newspapers to
support the additional information.

Primary Data can be collected by:-

(a) Personal interviews

(b) Questionnaire

Secondary data can be collected from:-

(a) Newspapers
(b) Magazines
(c) Internet

29
2.4 METHODS USED FOR DATA COLLECTION
Both Primary and secondary sources were used for data collection.

1. Questionnaire Method:

Based on the prepared list of the closed –ended question help to collect the
data of the company .Questionnaire helps to find the market potential, customer
satisfaction survey and also the competitor’s analysis.

2. Observation Method:

Using the observation method for data collection it’s also help to find out
possible result for the research. Some companies are not ready to give the data
so based on the observation finding the data.

30
 CHAPTER - 3
DATA ANALYSIS

31
 DATA ANALYSIS:

After Sales Service Feedback

PARTICULARS VERY GOOD GOOD NOT

SATISFIED
NO. OF 23 62 15
CUSTOMERS

AFTER SALES FEEDBACK

VERY GOOD
GOOD
NOT SATISFIED

Interpretation: - when I asked about the after sale services feedback of blue star AC
than the response of the respondents is quite good.

32
Customer Satisfaction about the Relation maintained by the dealer of
BLUESTAR

PARTICULAR HIGHLY SATISFIED NOT

SATISFIED SATISFIED
NO. OF 17 58 25
CUSTOMERS

SATISFACTION LEVEL

HIGHLY
SATISFIED
SATISFIED

NOT SATISFIED

Interpretation:- when I asked about the customer satisfaction regarding about the
relation maintained by the dealer of blue star than the response of rspondents is
58 % satisfactory , 17 & are highly satisfactory & 25 % not satisfied.

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 PRODUCT PERFORMANCE

PRODUCT EXCELLENT VERY GOOD POOR

PERFORMANCE GOOD
NO OF 11 17 57 15
CUSTOMERS

PRODUCT PERFORMANCE

EXCELLENT
VERY GOOD
GOOD
POOR

Interpretation:-

The product performance was found quite well as the data representing.

34
AVAILABILITY OF SPARE PARTS IN THE MARKET

AVILABILITY AVAILABALE MOST HARDLY NOT

OF SPARE AVAILABLE AVAILABLE AVAILABLE
PARTS
NO. OF 19 47 27 7
CUSTOMERS

AVAILABILITY OF SPARE PARTS

AVAILABLE

MOST
AVAILABLE
HARDLY
AVAILABLE
NOT AVAILABLE

Interpretation:-

Out of 100 customers 19% of the customers are saying that the spare parts of
BLUE STAR are easily available in the market. 47% of the customers believe that
spare parts are mostly available in the market. 27% says that they are hardly
available in the market and rest of the 7% says that the spare parts are not available
in the market.

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CUSTOMERS WHO ARE PLANNING TO SWITCH TO OTHER BRANDS

PARTICULARS PLANNING TO NOT PLANNING TO

CHANGE CHANGE
NO. OF 13 87
CUSTOMERS

NO. OF CUSTOMERS PLANNING TO

SWITCH TO OTHER BRANDS
TO CHANGE TO CHANGE
PLANNING
NOT

Series1
PLANNING

0 20 40 60 80 100

Interpretation: - The fifth graph shows the no. of customers who are planning to
switch to other brands. 13% of the customers are planning to switch to other brands
and rest 87% are going to continue with the same brand.

36
 CHAPTER-4
FINDINGS & SUGGESTION

37
 4.1 FINDINGS:

Interpretation 1: The first graph shows the satisfaction of the customers about
service after sales. 23% of the customers said very good to the service whereas
15% said not satisfactory and 62% said the services are good.

Interpretation 2: The second graph shows the satisfaction of the customers

about the relation maintained by the Dealer of BLUE STAR LTD.. Here 17
customers say they are highly satisfied and 58 are saying it as satisfactory. Out of
100 customers 25 are saying it is not good.

Interpretation 3: The third graph shows the product performance. Out of 100
customers 11 said it is excellent, 17said it is very good and 57 said it as good. 15
customers said it gives poor performance.

Interpretation 4: Out of 100 customers 19% of the customers are saying that the
spare parts of BLUE STAR are easily available in the market. 47% of the
customers believe that spare parts are mostly available in the market. 27% says that
they are hardly available in the market and rest of the 7% says that the spare parts
are not available in the market.

Interpretation 5: The fifth graph shows the no. of customers who are planning to
switch to other brands. 13% of the customers are planning to switch to other brands
and rest 87% are going to continue with the same brand.

38
4.2 Recommendations/ Suggestions:-

• BLUE STAR Ltd. should provide some basic instruction manual and
support on internet as well to protect the product. So that the appropriate and
healthy use of product increases the life of the products.

• Before the delivery of product the product should be properly checked by

senior supervisor. After a week supervisor should call to the client and ask
about the performance of the product.

• Company should talk with those customers who are not happy with
company’s service and try to sort out their problems.

• Service man should show some attention towards the customer problems
and should solve it in given time period. So that client doesn’t face any
problem.

39
 CHAPTER- 5
CONCLUSION

40
5.1 Conclusion:-

• The customers are satisfied with the service and that BLUE STAR Ltd.
has successfully understood the service requirement of client and dealer.
They are also happy because BLUE STAR Ltd. takes care of client’s
product even after warranty period with some nominal charges.

• But BLUE STAR Ltd. should take care about their service center location
because they believe that service center is located interior.

• Support person’s attitude towards customer and dealer’s are fine. They
are very helpful with customer. But customer have some doubt about
knowledge of support person but I believe that knowledge of support
person is fine but they have to check the product properly before they
deliver the product.

41
 CHAPTER-6
BIBLIOGRAPHY

42
6.1 BIBLIOGRAPHY

1. RESEARCH METHODOLOGY
C.R. KOTHARI

SECOND EDITION WISHWA PRAKASHAN

2. MARKETING MANAGEMENT

PHILIP KOTLER & KEVIN LANE KELLER

ABRAHAM KOSHY & MITHILESHWAR JHA

TWELFTH EDITION PRENTICE HALL

3. www.wikipedia.com

4. www.bluestarindia.com

43
 Annexure
QUESTIONNAIRE

Name of the organization:-

……………………….....................................................

Address:-
……………………………………………………………………………..

Contact No.:-
…………………………………………………………………………

Email ID.:-
……………………………………………………………………………

Question 1:- How has been the performance of your Blue star Machine?

A. Excellent B. Satisfactory C. Bad

Question 2:- Now after so many years,are you facing any problem with the

machine?

A. Yes B. No.

Question 3- Would you like Bluestar to do a Health check up of machines at

a nominal rate of Rs.300/-per machine?

A. Yes B. No.

Question 4:- Would you like Bluestar to quote for any Minor/Major
Repairs/ replacement in your notice?

44
 A. Yes B. No.

Question 5:- If need arises, would you prefer to Buy Bluestar Machine again?

A. Yes B. No

Question 6:- Do you feel the need to replace any of your air conditioning

machine at present in a span of 6 month?

A. Yes B. No

Question 7:- Do you have the plan to expand your air conditioned space and

thereby need additional AC Machine?

A. Yes B. No

Question 8:- Do you feel that your heat load has increased and needs to be

Rechecked?

A. Yes B. No

Question 9:- In case the heat load is increased, would you to for additional

machine?

A. Yes B. No

Question 10:- What should be the convenient time to contact you for above

objective?

A. Immediate B. After a week C. After a month

45
46