Few years back liberalization was not there in the Indian market. But slowly and gradually scene changes and liberalization paves its way in the Indian market. Advent of liberalization policy has changed the whole scenario. Liberalization policy
Leads to entry of MNC’s
Leads to technological Advancement
Leads to Fierce Competition
Which inturn Makes the Customer a King
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Therefore, today's winning companies are those who succeed best in satisfying target customers. In other words winning companies are those who provide value for money. They are market focused and customer driven, rather than solely product focused or customer driven. The most wrenching change that the business scenario is experiencing involves acquiring a strategy to cope with liberalization. The main focus of this report is to study consumer buying behaviour and the customer satisfaction level with the product performance. Industry Scenario Rising temperature and unexpected climate has lead to the invention of Airconditioner system. Thus this leads to birth of new industry known as AC Industry. A.C. INDUSTRY The air-conditioning industry has a total market size of approx. Rs. 1500 crores. It can be classified into windows, split, packaged and Chiller Airconditioners. The split is divided into ducted and non-ducted. The window and split A.C. have a current market of Rs. 900 crores and the central including Chillers command a market of Rs. 600 crore. Air-Conditioner in India Product Segment Window and Split Central and Chiller Size (Rs. in crores) 900 (Approx.) 600 (Approx.)
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The domestic Window Air-conditioner has been growing at the fastest rate but this has been accompanied by increasing competition leading to low profit margins. Profits in this segment are driven by volume growth. Against most developing countries, Indian market is Window A.C. oriented - both commercially as well as household. Considering the low penetration of A.C.s, the segment is likely to grow, at least for the next 5 to 10 years. An important player in the Window A.C. segment is the unorganised sector. Current market share of organised and unorganised players are 60% and 40% respectively. The market for air-conditioners was earlier dominated by the unorganised sector as a result of high excise duty. This sector accounted for around 55 to 60% of the market share only 2-3 years ago. The proportion used to be 30:70 during 91-92. Then lowering of excise duties from 110% to 40% favoured the organised sector by narrowing the price gap e.g., a 1.5 ton air-conditioner which costs Rs.45,000/- in 91-92, now costs below Rs. 30,000/- in the organised sector against Rs. 24,000/in the unorganised sector. This has led to the organised sector entering into the unorganised sector's share and also due to brand awareness on part of the customers.
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000/. the govt.s The attitude of the government to the industry in general has been influenced by the perception of white good as a luxury item.000 75. The excise duty was reduced from 80% to 60% in 1994-95 and from 60% to 30% in the following years.000 4. However margins in the window segment are the least. Only after 1993 did the government liberalise its attitude towards white goods.000 30. between a broad range of 10 to 20%.05. excise duty on ACs varied from Rs.7. Even then. NEW DELHI
. 9.5 tonne models.5 tonne ACs to Rs.Industry Segments Volume (Units) Value (Rs. Profitability Margins in the industry vary depending upon the segment. for players who have their own Compressor
IGNOU.000 for 1. Till 1994. But these are reasonable in the case of Split ACs.C. In the 1994-95 to 1996-97 budgets.00. ACs continued to be in the negative list which means they cannot be imported without licence or as baggage.for 0. gave considerable relief to the Air-conditioning sector.000 900 300 290 1490
The Government Policy Regarding A. in
crore s) Window Air-conditioner Split Air-conditioner Package Air-conditioner Total 3. model and sizes. In the Exim policy.
The three world leaders in compressor technology Copeland. Also it cannot withstand voltage fluctuations which are common in India and once spoiled it cannot be repaired. margins are higher. The rotary compressor is suitable for conditions where temperature does not exceed 55 degree Celsius. Since this is a volume driven business in the window segment and technology driven in the package segment. distribution network and after
IGNOU. The most common type is reciprocating compressor. Beyond this. Important Factors The important factors that govern profitability in the Air-conditioning Industry are Product Technology. After Sales Service and Aesthetics. Hence it is suitable for coastal areas like Mumbai where temperatures are low as compared to central and northern India. is very efficient under variety of conditions and can be repaired instead of being replaced. Volumes. its cooling efficiency decreases. This is well suited for the Indian conditions where dust and ambient temperatures are relatively high. consuming less power with negligible wear and tear problems. But the advantage is that it is much more efficient than the reciprocating one at moderate temperatures. It has no part which can cause wear and tear. Most critical in the Product Technology is the Compressor which contributes about 40% of the total cost. NEW DELHI
. But the wear and tear is quite high necessitating frequent repairs. Margins are highest in Central and Packaged Air-conditioning segments ranging between 20-24%. Bristol and Tacumbch already have a presence in India through their collaboration with Kirloskar.Manufacturing facilities. Carrier Aircon and SIEL respectively. Distribution Network. The latest compressor technology is the scroll compressors.
. esp. supply is expected to keep pace with demand. white goods is one of the most brand driven product segments where companies success depends upon marketing power in terms of building brand equity and being able to maintain and support nation-wide sales and distribution network is a prime requirement for effective market penetration. Today.sales services are the deciding factors in these two segments respectively. While the growth rate in the domestic window segment is expected to be highest at around 50%. Being a consumer durable industry the activities aspect too is important. The cost of servicing and maintaining big distribution network
IGNOU. Outlook During 1999-2000 a total of about 7 lakh air conditioning units were sold and this is expected to rise to a phenomenal 10 lakh units by the year 2003. washing machines and refrigerators. Increasing income levels and change in life-styles have led to heavy demand for consumer durables. The industry has been growing at a healthy compound rate of 30% for the past three years and this pace is expected to continue in the near future. With all the major players investing money towards higher capacities and new entrants setting up their plants. While 40 to 45% of the sales in the window segment comes from first three months of April to June and the rest from the other months. other segments are also expected to register healthy growth rates of around 28%. so companies have to manage inventory with minimum cost. there is no such seasonality in other segments. Since last two three years they have penetrated most urban households. Air conditioners.
as more electronic gadgets are used at the work place.is phenomenal and this is one of the factors that resulted in regional restriction of some brands. The focus will shift from comfort cooling.
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. to process cooling where precise ambient conditions have to be maintained which naturally means that technology will play an important role. In future demand composition is expected to tilt towards corporates.
IGNOU. A Compressor and 4.
In other words. Dehumidification within a confined space. which heats. cools. A compressor pumps the vapour to condenser. NEW DELHI
. The refrigerant absorbs heat from air and becomes vapour as it flows through the evaporator. cleans and circulates air and its moisture content. which discharges the heat and turns the vapour back to liquid.ABOUT THE PRODUCT
Definition of an AC Air conditioning is simultaneous control of air for: • • • Temperature control Air freshness Filtration. A Fan Motor Working of an Air-conditioner A Window air conditioner cools room air by means of refrigerant. A Condenser Coil 3. A. is defined as a process.C. Components of an Air Conditioner The Air-conditioner consists of the following components 1. A Cooling Coil (evaporator coil) 2.
2. Room side close cycle Outdoor open cycle The Refrigerant cycle
The room side close cycle AC sucks the hot air from the room. NEW DELHI
.C. The refrigerant cycle The closed cycle in which compressor compresses the refrigerant gas and delivers it to the condenser coil and then to the evaporator coil and back. Type of Air-Conditioners Window A. dehumidified and redelivered back to the room.Three important working cycles of an AC are: 1. It also takes motor for both compressor and cooling side. versatile and cheapest advantage air-conditioning of using system. which is
IGNOU. Outdoor open cycle The fan on the condenser side sucks the air from outside atmosphere and delivers it back to the atmosphere after taking the heat from the condenser coil. The air is cooled. during the process the room gradually becomes cold. 3. Window AC is the most compact. It also takes into advantage of the usage of humidity. It has for the both
compressor and cooling side.
In central air conditioning a final airconditioning is done through cold/hot water running through tubes. It consumes less power. Central A. It has the advantage of cooling any place irrespective of its location and just need a passage three inch in diameter so as to connect both sides of split AC.absorbed. It is the most versatile and cheapest air conditioning system where window A. In split AC area covered is higher than the window AC.0 tonne-15 tonnes).C. Split A. Package A. It is used for cooling the area where the tonnage required is more than 50 tons. 3. NEW DELHI
IGNOU. from cooling sides to lower temperature of condensing side.s cannot be provided.C. It is used for larger areas where the tonnage is higher (approx. Though the capital cost is higher but the running cost is very economical.
and the nonmarketing sociocultural influences. pricing policy. NEW DELHI
. INPUT The input components of the consumer decision-making model draws on external influences that serve as sources of information about a particular product and influence a consumer’s product-related values. The model is designed to tie together many of the ideas on consumer decision making and consumption behaviour. problem-solving) consumer and. These inputs to the consumer’s decision-making process take the form of specific marketing mix strategies that consist of the product itself (including its package. size. personal selling. affect the consumer’s purchase decisions. and output. and the selection of distribution channels to move the product from the manufacturer to the consumer. the emotional consumer. which when internalized. attitudes. inform. direct marketing. Chief among these input factors are the marketing mix activities of organizations that attempt to communicate the benefits of their products and services to potential consumers. and other promotional efforts. process. The model below has three major components: input. and persuade consumers to buy and use its products.
IGNOU. to some degree. and guarantees): mass-media advertising. Marketing Inputs The firm’s marketing activities are a direct attempt to reach.A MODEL OF CONSUMER DECISION MAKING
It presents an overview model of consumer decision-making that reflects the cognitive (i. and behaviour.e.
which can motivate the consumer to make the purchase. Thus marketing inputs are very important for AC's.Ultimately. its price. any promotional scheme and availability of the product (cognitive behaviour). Similarly in case of a microwave oven the consumer is affected by the product features. the impact of a firm’s marketing efforts is governed by the consumer’s perceptions of these efforts. NEW DELHI
. The consumer develops different perception for different brands because of the differences in the marketing inputs of the respective brands. It is also affected by the advertising appeals sent by the marketer for the consumer (emotional aspect).
Family 2. Trial 2. Price
Consumer Decision Making Psychological RECOGNIT Process ION Field
1. Other noncommercial sources
Firm’s Marketing Efforts 1. Promotion 3. Informal sources 3. 3. 2. NEW DELHI
. Repeat purchase
IGNOU. 4. Product 2.External Influences
Sociocultural Environment 1. Motivation Perception Learning Personality
Evaluation of Postdecision Behaviour
advertisements. their awareness of various product choices. we must consider the influence of the psychological concepts. usage by a family member. NEW DELHI
. the sociocultural environment. The psychological field represents the internal influences (motivation.Sociocultural Inputs : The second type of input. an editorial in the newspaper. although less tangible. the comments of a friend. their information-gathering activities from shops."
IGNOU. For example. As pictured in the process component of the overview decision model. and (3) evaluation of alternatives. also exerts a major influence on the consumer. and subculture. articles. or an article in Consumer Reports are all specific and direct noncommercial sources of information. perception. Need Recognition: The recognition of a need is likely to occur when a consumer is faced with a "problem.
phaphlets. Sociocultural inputs consist of a wide range of noncommercial influences. The influences of social class. Process The process component of the model is concerned with how consumers make decisions. Since we see that AC's are a luxury product for the Indian consumer thus the Indian consumer is really effected by the sociocultural inputs. and attitudes) that affect consumers' decision-making processes (whether they need or want a microwave oven or not. learning. the act of making a consumer decision consists of three stages: (1) need recognition.etc and their evaluation of alternatives based on their own prefrence). culture. To understand this process. (2) prepurchase search. are important input factors that are internalized and affect how consumers evaluate and ultimately adopt products. personality.
Among consumers. such as becoming hungry and purchasing a candy bar from a vending machine.g. as the actual state and the desired state gradually move apart. Complex problem recognition. The consumer usually searches his or her memory (the
psychological field depicted in the model) before seeking external sources of information regarding a given consumption-related need. Simple problem recognition refers to needs that occur frequently and that can be dealt with almost automatically. NEW DELHI
. is characterized as a state in which a problem develops over time.g. The recollection of past experiences (drawn from long-term memory storage) might provide the consumer with adequate information to make the present choice. he or she may have to engage in extensive search of the outside environment for useful information on which to base a choice... On the other hand.
Prepurchase Search: Prepurchase search begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product. a normal oven or toaster griller no longer keeps a problem when a product fails to perform satisfactorily (e. a normal oven no longer bakes or cooks properly). Past experience is considered an internal source of information. Need or problem recognition also can be viewed as either simple or complex. In contrast. when the consumer has had no prior experience.
IGNOU. there seem to be two different need or problem recognition styles. Some consumers are actual state types. however. other consumers are desired state types. who perceive that they have a problem when a product fails to perform satisfactorily (e. for whom the desire for something new may trigger the decision process.
as the amount of total search effort increased. An examination of the external search effort associated with the purchase of different product categories (e. The degree of perceived risk can also influence this stage of the decision process. consumers are likely to engage in complex information search and evaluation. Not surprisingly.. TVs.g. How much information a consumer will gather also depends on various situational factors.e. Many consumer decisions are based on a combination of past experience (internal sources) and marketing and noncommercial information (external sources). It follows that the less consumers know about a product category and the more important the purchase is to them. VCRs. the less external information the consumer is likely to need to reach a decision.
IGNOU. the more time they will make available and the more extensive their prepurchase search activity is likely to be. Many consumers prefer to approach a new and somewhat complex decision with more deliberation and consideration of the options (i. in low-risk situations. firms are assisted in their efforts to devise better products and to promote their products' strongest points. In high-risk situations. microwave ovens or personal computers) found that. they are likely to use very simple search and evaluation tactics. the external search effort was greatest for consumers who had the least amount of product category knowledge.The greater the relevant past experience.. Additionally. consumer attitudes toward shopping became more positive. NEW DELHI
. and more time was made available for shopping. by conducting focus groups and other consumer research on how expectations of a product influence consumers' subsequent interpretation and evaluation of product information.
the evoked set refers to the specific brands a consumer considers in making a purchase within a particular product category.. NEW DELHI
. (The evoked set is also called the consideration set. The five terminal positions in the model that do not end in purchase would appear to have perceptual problems. they are seen as "inferior").g. often consisting of only three to five brands. Making a selection from a sample of all possible brands is a human characteristic that helps simplify the decision-making process.) A consumer's evoked set is distinguished from his or his inept set. which consists of brands the consumer excludes from purchase consideration because they are felt to be unacceptable (e. consumers tend to use two types of information: (1) a "list" of brands from which they plan to make their selection (the evoked set) and (2) the criteria they will use to evaluate each brand.considering competitors' services and/or options that can be added onto the core service). It is essential that product be part of a consumer's evoked set if it is to be considered at all. a consumer's evolved set tends to be quite small on average. Evaluation of Alternatives: When evaluating potential alternatives. Regardless of the total number of brands in a product category. and from the inert set. which consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages. For example: (1) Brands may be unknown because of the consumer's selective exposure to advertising media and selective perception of advertising stimuli: (2) Brands may be unacceptable because of poor qualities or attributes or inappropriate positioning in either advertising or product characteristics: (3) Brands may be perceived as not having any special benefits and are regarded indifferently by the consumer: (4) Brands may be overlooked because they have not been clearly positioned or sharply targeted at the
IGNOU. Evoked Set: Within the context of consumer decision-making.
IGNOU. This may also require a change in product features or attributes (more or better features). the implication for marketers is that promotional techniques should be designed to impart a more favourbale.consumer market segment under study: and (5) Brands may not he selected because they are perceived by consumers as unable to satisfy perceived needs as fully as the brand that is chosen. In each of these instances. Criteria Used For Evaluating Brands: The criteria consumers use to evaluate the brand that constitute their evoked sets usually are expressed in terms of important product attributes. perhaps more relevant product image to the target consumer. NEW DELHI
purchase action and finally. post purchase behavior. biscuits) Dissonance reducing or Limited problem Solving or brand loyalty (e. Given this we can categorize the different decision making processes into four categories. previous experience. as discussed above. conceptually and sequentially the following stages are relevant: problem recognition. NEW DELHI
. cement. when consumers seek information about brands and the extent of the information search. two factors are particularly useful in explaining how consumer decide. information search. alternatives evaluation. and so on. The stages in the buying process. inertia (Inexpensive pen) steel)
IGNOU. Though he may not pass through all the stages for all products choices. based on the extent of consumer’s involvement with a purchase decision and his perception of the degree of differentiation between brands. However.DECISION MAKING BY CONSUMER
A consumer moves from one stage to another in order to arrive at a final purchase decision.g. are influenced by an array of factors such as time pressure. The matrix below simply illustrate the stages through which the consumer is likely to pass while making different types of brand purchases. friends’ advice. TYPOLOGY OF CONSUMER DECISION PROCESSES PETRCEIVED BRAND DIFFERENCE SIGNIFICANT CONSUMER INVOLVEMENT HIGH LOW
Extended problem Solving Tendency to limited or complex decision Problem solving or variety making.-AC'S seeking behavior (Ice cream.
he will be able to evaluate the available brands. EPS occurs when consumers are involved in the purchase and when they perceive significant difference between competing brands in the same product field. The search for information would first start in his own memory and. and. NEW DELHI
. Such is the case for AC'S.Extended Problem Solving / complex decision making. This recognition triggers a need to resolve the problem. etc). He might take action quickly. if he feels particularly strongly. he will embark on a path to resolve it depending upon his urgency to act and his environment (e. Mostly though in COMPLEX DECISION MAKING situation he is unlikely to feel confident to rely on memory alone
IGNOU. financial situation.. if he feels confident that he has sufficient information already. confidence. time availability. or more likely he will become more attentive to the product-related information and buy a brand sometime later. In such a case the consumer passes through the five stage shown below: COMPLEX DECISION MAKING
Problem recognition Feed back Information search Alternative evaluation Post-purchase evaluation
The decision process starts with the consumer becoming aware of a problem.g.
Thus the marketers have to overcome. The perceptual process may lead to some interest being aroused in a message to which then the attention will be paid. Even here. In any one day people are bombarded by hundreds of marketing messages. So he will begin to scan the external source (visit shops. the next challenge is to develop the content of the message in such a way as there is harmonty between what the marketer puts into the message and what the consumer takes out of the message. however. Consumer’s perceptual process protects him from information overload and helps him search and interpret new information. As he gets more information. Even so he does not single-mindedly search for information about one particular purchase. these beliefs begin to mould an attitude.(more so for infrequently purchased brands). a consumer would evaluate them against these criteria deemed by him to be most important. one estimate puts it. Brand beliefs are then formed. If they can achieve this. While mentally processing messages about competing brands. In turn. three main problems when communicating a brand proposition. the highly involved consumer will start to learn how to interpret the information in his evaluation of competing brands. among other things. of the few information sources that he takes notice of. they are attentive to less than 2%. If a sufficiently positive attitude evolves. then there is a
IGNOU. the next challenge is to make the message powerful enough to be able to reinforce the other marketing activities designed to persuade the consumer to buy the brand. NEW DELHI
. ask friends). of which. Having overcome these two hurdles. First they have to fight through the considerable ‘noise’ in the market to get their message heard. he is likely to ignore the points that do not conform to his prior expectations and interprets some of the other points within his own frame of reference.
If he finds sufficiently reassuring information confirming a wise choice. Should the customer be dissatisfied though. He is likely to talk to others about his experience. Once the product reaches home. Were this to be so. the consumer would be proud of his purchase and praise its attributes to his peer group. Having decided which brand to buy then the consumer would make a purchase. assuming a retailer can be found for that particular brand and that the brand is in stock.
IGNOU. he would seek further information about the purchase to provide reassurance that the correct choice was made. In the event that the customer is satisfied with the brand purchase and repeats it in a relatively short period of time he is unlikely to undergo such a detailed search and evaluation process. the consumer would look favorably at this company’s brands in future purchase. but also influencing others that the brand should not be bought. Here problem solving means that problem recognition would be followed by memory search which. the consumer would discover its capabilities and assess how well his expectation were met by the brand. Brand loyalty would ensure which would be reinforced by continued satisfaction. NEW DELHI
. not only vowing never to buy that brand again.greater likelihood of a positive intention to buy the brand. Instead he is likely to follow what has now become a more routing problem solving process. He would undertake a post purchase evaluation. With a high level of satisfaction. leading to purchase. he will become more satisfied. with prior satisfaction would reveal clear intention. Satisfaction with different brand related dimensions will strengthen positive beliefs and attitudes towards the brand. Without such positive support he will become disenchanted with the brand and overtime will become more dissatisfied.
In this type of brand purchase decision. The consumer would experience mental discomfort. It is important for the marketer to identify these attributes. NEW DELHI
. as well as reinforcing its unique differential positioning. by refusing to discuss it with the person giving conflicting views) or by selectively seeking those messages that confirm prior belief. Consumer is likely to seek information from several sources. Dissonance Reducing This type of brand buying behavior is seen when the consumer is highly involved with the purchase. Following the purchases the consumer may feel unsure. a choice will most probably be made based on other reasons such as a friend’s opinion or advice given by the retailer. As such brand advertising may succeed by presenting relatively detailed information explaining the benefits of the brand. particularly if he receives information that seems to conflict with his reasons for buying. the consumer makes a choice without firm brand belief and then changes his attitude after the purchase – often on the basis of experience with the chosen brand. or what is known as ‘post purchase dissonance’ and would attempt to reduce this state of mental uncertainty. Without any firm belief about the advantage of any particular brand. learning occurs on a selective basis to support the original brand choice. so the marketer should use a multimedia promotional approach. Such consumers may be confused by the lack of clear brand differences. the
IGNOU.When consumers are deeply involved with the brand purchase and when they perceive large differences between brands they are likely to seek information actively in order to make a decision about which brand to buy. But he perceives that competing brands have only minor differences. This could be done either by ignoring the dissonant information (for example. Finally.
the advertising should reduce post purchase dissonance through providing reassurance after the purchase. This case is not very common in case of AC's but in some cases due to a brand prefrence it may take place. any packaging should try to stress a point of difference form competitors and sales staff has to be trained to be “brand reassurer’ rather than being ‘brand pusher’. When consumers are involved in a brand purchase.
IGNOU. promotional material close to the point of purchase is particularly important in increasing the likelihood of a particular brand being selected. NEW DELHI
. as consumers are unsure about which brand to select. Similarly. DISSONANCE REDUCTION Problem recognition Purchase decision Evaluation of brands Brand belief formed By active learning from ads.consumer being attentive to positive information and ignoring negative information relating to this brand. Even if it takes place it happens with not more than 1% consumers. but perceive very little brand differentiation or lack the ability to judge between competing brands. as AC's are a high involvement purchase with significant differences in brands. Also.
No Further Need For Information Or External Search. Including Personal Selling. Further Search Is Made To Know If Alternatives Have Emerged That Can Be Bought The Next Time. NEW DELHI
. Are Tapped
Once A Choice Is Made. Passive Recognition Of A Problem That May Be Solved.
Loyalty Continues If The Brand Continues To ‘Perform’. But Due To Sheer Inertia.
Prior Evaluation Has Led To The Selection. And Beliefs About It Are Formed Only On The Basis Of Consumption Experience.
Alt ern ativ es Eva luat ion Pur cha se
Multiple Criteria Are Used For Evaluating Perceptually Different Brands. Displays.
No Effort Is Spared To Buy The Best Suitable. No Further Evaluation Of Brands. Purchase Is Pre Meditated. Except That It Should Not Cause The User Trouble. And Not Because The Bought Brand Is The Best.
No Careful Evaluation Of Brands Is Under Taken: It Is Not Worth The Effort.
Prior Evaluation Leads To Brand Choice.
Brand Is Evaluated Only Post Purchase. Purchase Is Repeated. No Careful Evaluation.TYPE OF DECISION MAKING STAGE AND BEHAVIOUR
Type Behaviour Of Complex Decision Making---Microwave Oven Stage In Buying • Pro ble m Re cog niti on Info rma tion Se arc h Customer Proactively Identifies A Problem Customer Passively Recognizes Problem Conscious Recognition Of A Problem That Needs Solution.
Purchase Is Routine.
Purchase Is Repeated.
Pos t Pur cha se Eva luat ion
Careful Evaluation A Positive Result Will Mean Increased Loyalty.
Consumer Switches Brands For Novelty That Is Assessed Through Packaging. One Or Two Important Criteria Are Employed To Evaluate.
Hardly Any External Search For Information Is Made. Etc. But No Compromises. Variety Seeking Loyalty Inertia
The company has established the No. 1 positioning in the Heavy Air-conditioning segment as well. and today after almost 100 years. India the other 49% is held by FI’s FII’s and a proximately 20.
IGNOU. Carrier Aircon is guaranteed a steady stream of technologically advanced air conditioning in India can match. continues to remain the undisputed leader. USA. By virtue of this 51% holding by Carrier
Corporation. Since then the company he founded – Carrier Corporation. worldwide.CARRIER AIRCON LIMITED
COMPANY PROFILE In 1902. Carrier Corporation owns 51% of the equity of carrier aircon limited. Carrier's manufacturing facility Carriers main manufacturing facility and corporate office complex is located on the main Delhi-Jaipur highway. 1Air Conditiioning Company in India today. It has been recognized by carrier as one of its finest in the world and is arguably the most sophisticated air conditioning facility in the country. has led the world in air conditioning. Willis Havil and Carrier invented and secured the patent for a revolutionary weather control concept – air-conditioing. 1 position in the in the Window AC and Split AC segments and is striving for the No. 40 Kms SW of Delhi. Dr.000 India investors. Carrier India is the No. NEW DELHI
The call center is online with all their dealers who acknowledge the complaint immediately. In Delhi city they have started with a dedicated call center wherein our customers can login their complaints 24 hours a day. Distribution Carrier India has the widest distribution network of any air conditoning company in India. Moreover many of their dealers have mobile service vans equipped with mobile phones to give prompt service. on each city is mentioned in the brochure.
IGNOU. from Hermetic reciprocating compressors to Chillers. NEW DELHI
. These locations have trained manpower. To refer to our entire gamut of products please refer to the brochure enclosed. Service In addition to our 400 dealers. each of whom forms a service point we have our own service centers at all our office locations. In addition to this we have over 400 authorized sales and service dealers in almost every city in the country.Carriers range Today Carrier Aircon manufactures the widest and most
comprehensive range of air conditioning products in this country. stock all necessary spares and are equipped with tools and other equipment required to provide service to our valued customers. including 30 marketing and service offices a list of telephone nos.
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.Their customers A list of their customers reads like the Who’s who of the business world. The most prestigious names. Today carrier is also a household name with a major share of our sales going to the residential segment. To give them “Comfort” is their ultimate objective. from government departments to leading private sector companies are using Carrier Air
conditioners. Their customers are their inspiration and the purpose of their business.
primarily to take advantage of sales tax benefits.122001 Telephone: 01272 323231 Fax: 01272 323230 Website:
www.com Carrier Aircon is the market leader in the domestic window air conditioner industry. the biggest US maker of air-conditioning equipment and a subsidiary of the $ 30 bn multinational United Technologies Corporation. Carrier has a global presence. It made its maiden public issue in 1987 with this Carrier’s (parent company) holdings was reduced to 40%. hermetically sealed compressors and heat transfer coils. Later in March 1994. It has an assembly unit at Silvassa. Carrier. USA Carrier. in 1988. USA. It is a 51% subsidiary of Carrier Corp. in 1985 to manufacture airconditioners. set up in May 94. The strong R&D and high quality service standards have enabled Carrier to strengthen its market leadership.BACKGROUND
CAL was set up by Carrier. CARR commissioned its main plant at Narsinghpur (Gurgaon. The parent has been providing technology for the products
IGNOU. though its penetration in Japan (the largest AC market is low). Kherki Daula Post. Haryana).carrierindia. Gurgaon . a division of United Technologies is the world leader in HVAC systems. the company made a preferential issue to parent company to increase its stake to 51%. NEW DELHI
. USA. Registered Office: Narsingpur.
Director G Darnis .10.Director Robert E Galli . The consumer durable segment can be segregated into consumer electronics (TVs. washing
IGNOU.manufactured by Carrier Aircon in India.17 crore. This gives the company the ability to respond quickly to the changing market demands. 23. As much as 70 percent of the company's revenues come from window AC and split AC segment. introducing newer and more technologically advanced products. 224.Director G Raghavan Alternate Director The main line of activity of Carrier Aircon is air conditioners. Ramesh C Sarin -
Chairman A K Srivastava Managing Director J B
Dadachanji . 2001.Director J T Bowler Jonathan W Director Ayers -
Director Nicholas T Pinchuk . as on 18th May.80 and the market capitalization of the company is around Rs.Director P C D Nambiar . NEW DELHI
. Haryana.Director Vijay P Gokhale Director Akhil Johri . The company has a share capital of Rs. The face value per share is Rs. The stock is currently.34 crore. trading at Rs.95. with a market share of around 21 percent in the window AC and 35 percent in the split AC segment.4 crore and number of total shares outstanding amount to 2. VCRs/VCPs and audio systems) and consumer appliances (also known as white goods) like refrigerators.Director P S Dasgupta . Carrier manufactures a wide range of air-conditioners at its plant at Gurgaon.
in white goods segment with rural markets yet to develop due to infrastructure bottlenecks.130 will be direct retailers and around 700 retailers will be offering multi-brand products. introduction of state-of-the-art models. air conditioners (ACs). 120. price discounts and exchange schemes. Carrier Aircon plans to increase its retail network to 1. refrigerators. double-income families. The factors hurting the growth of the industry are rising raw material costs. demand for consumer durable has increased with rising income levels. Over the years. which is witnessing a huge capacity build-up.
The company plans to achieve a Rs 500 crore sales target by the end of the current financial year March 31. high quality service and a full range of airconditioning solutions. availability of credit.machines. In a bid to counter competition and be more cost competitive the company has
IGNOU. 2001. Carrier Aircon's mission is . There are more than a dozen companies operating in the white goods segment. Most of the segments in this sector are characterized by fierce competition. vacuum cleaners and dishwashers. delay of capital projects .as a result of shift to contract manufacturing. There is low penetration. changing lifestyles. and washing machines) and supply is expected to continue to outstrip demand.200 retailers. stiff competition leading to higher advertisement expenditure. competition from new entrants. out of which 400 will exclusively be Carrier outlets. increasing consumer awareness and
introduction of new models. emergence of new companies (especially MNCs). AC's.leadership in every segment of the Indian air conditioning industry through advanced technology. There is excess capacity in all the three sub-segments (ACs. NEW DELHI
0 78.797 7.727 +12. The sales breakup of the company for FY01 and FY02 are as follows:
Period ended Sales value (Rs mn) Chillers Compressors Room air conditioners Stabilizers Sales volume (unit) Chillers (Nos) Compressors (Nos) Room air conditioners (Nos) Stabilizers (Nos) Unit realisation (Rs/unit) Chillers (Nos) Compressors (Nos) Room air conditioners (Nos) Stabilizers (Nos) 101.692 7.0 2.8% 03/01 03/02 % Change
IGNOU.9 232.93% -23.534.88% -2.4 2.738.538 2.03% 1.2 275.95% -6.393.0 2.811.072.728 114.0 37.0 6.189 37.35% 184.0 +11. introduction of a new global product range.9% -5.9 2.7 206.027.0 28.2 6.032 2.87% +2.5 +26.0 75.15% -0.0 2. NEW DELHI
.undertaken many strategic initiatives namely resolving of labor unrest. launch of a new retail thrust in the form of dealer financing.04% -3.366 35.33% -24.818. warranty and increased ad-spend.779.163.4% +7.373.
Carrier Aircon is currently the largest manufacturer of comfort air conditioners (73% of FY02 sales) in India.PRODUCTS Air-conditioners have the highest market share in split air
conditioners in India. Industrial AC's account for 6% of the company's sales. NEW DELHI
. there are over 400 Carrier Aircon exclusive dealers and 60 Carrier compressor dealers in India. It has a strong setup. Opportunities: Confederation of Indian Industry (CII) has urged the government to reduce special excise duty(SED) on air-conditioners from 16% to 8% in the forthcoming budget. It has successfully introduced finance schemes that have taken airconditioners out of the luxury category and made it affordable for the home buyer. Today. Willis Carrier Engineering Center. Weaknesses: Highly dependent on its parent company for R&D and technology support.
IGNOU. First to develop exclusive dealer network in the country. to provide technological support to develop new products and upgrade existing ones. Carrier has a strong nation-wide infrastructure with around 20 offices and 400 odd exclusive dealers.SWOT ANALYSIS
Strengths: First air-conditioning company to introduce the concept of a Comfort Shop.
250 m) characterized with low penetration level of consumer durable. especially from China
IGNOU.Growing Indian middle class (approx. NEW DELHI
. an extensive distribution network and better insights about the local market conditions. Increased threat from cheaper imports. Advent of internet provides an excellent opportunity to reach to a large base of customers and cut costs. Threats: Likely to face fierce competition from domestic companies as they have well-acknowledged brands.
The total capacity of AHUs is 300 units and of chillers is 150units. which are also sold to other AC manufacturers. However the company has the facilities to manufacture chillers and AHUs(air handling units).5 and 2ton (TR) and split ACs ranging from 1 TR to 15 TR. It has decided to expand its compressor capacity from 60000 units to 110000units. The company has a network of 18 Carrier Comfort Shops in leading cities. CARR has a countrywide marketing network of about 406 exclusive dealers. to demonstrate live the working of its products. 1. 1.3 and 4 TR range.5. who are technically trained for efficient marketing and servicing. 2. NEW DELHI
. Besides regular R&D work undertaken by the parent company enables CARR to introduce new products.Hermetically sealed compressors (the main component in an AC) and heat transfer coils are backward integrated products. CARR is not a very active player in central AC.
IGNOU.CARRIER AIRCON LTD
Room ACs CAL manufactures window ACs of 1.000 compressors.000 room ACs and 60. They have recently launched the ‘Global’ series of high wall split room ACs in the 1. The company plans to phase out ozone depleting CFCs and instead use HCFCs in its ACs. The company has the capacity to manufacture 36.
CAL has outlined an e-business strategy as per which 30% of its supplies would be procured through B2B e-commerce. marketing chief. etc. NEW DELHI
IGNOU. which include zero percent finance schemes. The company is in the process of setting up call centres in the major metros to improve after sales services. The company has sold products worth Rs10mn online through a tie up with jaldi. a FORTUNE 500 company which in its fold amongst others. OTIS and. coil. The
company’s web site is incorporating a facility for NRIs to gift ACs in India. In addition to the new range of products.com. an engineering head for R&D operations and director services. This business would also target the secondary market and in the long run help improve margins. HAMILTON STANDARDS. The combined technological resource sharing amongst these global giants helps keep CARRIER at the forefront of the industry.Recent developments CAL intends to strengthen its existing service network. a new Managing Director and CFO. It has also taken some new marketing initiatives. CARRIER is a part of UNITED TECHNOLOGIES. The company has also put in place a new management team for operations. PRATT & WHITNEY. the parent is also increasing its investments in core technology including compressors. five-year warranty schemes and doubling of its ad and promotion spends. names like SIKORSKY. CAL has recently introduced new and more efficient room ACs with specialized features like carbon filters.
CARRIER AIRCON LIMITED. Stock of all the spares needed is available either in the factory at Gurgaon or at local offices from where warranty services are provided.
IGNOU. NEW DELHI
. They are capable of undertaking any size of project under our guidance and supervision. and project exposure has proved to be good air conditioning contractors. INDIA Technical execution & service support is available to Carrier's India from Carrier's Asia Pacific head quarters in Singapore for any job involving new generation equipment launched by Carrier or
otherwise. Some of such dealers having very sound technical know how. Carrier is known for its extensive dealer network.
The Global Series is armed with the DFX. Noise level. you will never have to compromise with your comfort indoors. CARRIER has combined the advanced temperature controls screw technology to develop the screw Chiller. the great looking Hi-Wall and the futuristic and compact Slim Pac. gives you the purest air. the CARRIER Flotronic chillers have been utilized in diverse applications like schools. Carrier also offers the ultimate in split air-conditioners. So no matter what becomes of the outdoors. offices & industrial process applications worldwide. Millennia. taking in to cosideration all the needs of customers such as. the top-of-the-line Celesta and Aspira of the Global Series. On the other. With a history of proven
performance & reliability. Now you can stop worrying about the growing pollution and let your generations. With operations in 165 countries. size of equipment. NEW DELHI
. Power consumption.5 billion (Rs. 280 billion). equipped with Low Temperature Catalyst (LTC) and Bactericidal Enzyme Filter Media (BEFM). among other things. the air-conditioner designed for the next
millennium. the Designed For extra philosophy. will get comfort within the reach of millions. the Carrier portfolio includes 350 air-
IGNOU. Field serviceability. inherit pure air for a healthy living! Carrier Corporation US is the global leader in air-conditioning with a turnover today of about US$ 6. The chiller has been developed after extensive research & development by UNITED TECHNOLOGIES R & D center.FUTURE GENERATION PRODUCTS For more than a decade. On one hand. that takes on the adverse environmental conditions of the future.
The competitive advantage of Carrier Aircon Limited derives itself from the fact that Indian consumer has access to advanced technology and air-conditioning products from the world wide product portfolio of Carrier. HVAC. there are over 400 Carrier Aircon exclusive dealers and 60 Carrier compressor dealers in India.
Carrier started its operations in India with the setting up of Carrier Aircon Limited in 1987. Heat Ventilation & Air-conditioning industry in India is undergoing a revolutionary change and customer is increasingly becoming interested and curious about the information being fed to him about Air-conditioning from various sources. India.000 Indian investors.
Today. Carrier Corporation owns 51% of the equity in Carrier Aircon Limited. NEW DELHI
products. Its operations in Gurgaon are spread across 20 acres having full-fledged manufacturing facilities starting from compressors. resulting in confusion among some customers. the luxury liner Queen Elizabeth II. the other 49% is held by approximately 20. This situation can be harmful not only to
IGNOU. windows splits and chillers supported by strong R&D facility. Carrier has another state-of-the-art
manufacturing facility in Daman. The Corporate office is also located in the same campus that gives Carrier fast and effective control over the product decisions. This information may at times be tempered and mislead. the Imperial Palace in Japan. the Great Hall of the People of China. the Sistine Chapel in Rome among others.
conditioning solutions for some of the most famous landmarks in the world: The White House in the USA.
which no other competitor can match. where all our products are rigorously tested before the launch. Fan Coil Units. Air-Handling Units & the Big Chillers. The probability of these increases as the
competition. Duct Free (Splits). These superior models incorporating contemporary international features are ideal for residential and moderately sized commercial applications providing wall to wall air conditioning with no chilled corners or warm zones. A feature. positive and correct decision. Ducted Air-conditioners. Carrier Aircon has the State-of-the-art manufacturing base in India (Gurgaon & Daman) to produce the widest range of products in terms of Window. NEW DELHI
IGNOU. In fact Carrier India has largest number of models available. Carrier Aircon has the best & World Class Air-conditioning
Research & Development Center in INDIA. As a Worldwide giant and leader in Air-conditioning industry. Carrier launches its World wide latest products (like Global Series in Window & Split Air-conditioners segment) in India simultaneously with other countries. which assists him in making objective. it becomes our moral responsibility to educate the consumers about the ground realities.the customers but can result in bringing bad name to the entire HVAC industry. in the shape of the newborn multi nationals has been spreading in India from the last few months.
Common Features - Global Series Window ACs Splash-up System This adds to convenience and performance as well as appearance, because there’s no need for a drain hose to carry off water. Slide-out Chassis The construction of Carrier’s window-type air
conditioner, allows easy installation even in high places. service. Slide-out chassis facilitates after-sales
Fresh Air The vent-control option discharges the stale air out of room, and at the same time frsh air can enter the room. To enable the fresh air to enter the room the vent has to be kept in ‘OPEN’ position. 7 Element Lanced Fins
Unique Equilateral design enables better heat transfer and gives better cooling.
IGNOU, NEW DELHI
Cross-Hatched/Internally Grooved Copper Tube The inside of the copper tube features grooves which dramatically increase exchange efficiency. 5 Year Warranty Every Global Series window room air-conditioner comes with a 5year warranty on the compressor. Add-on Comprehensive
Maintenance Contract options are also available. Suction Slinger Fan Uniquely designed fan with radically positioned blades generate higher air quantity. Special suction slinger ring uses the condensate water to enhance cooling performance. Carrier Compressor Every Carrier air-conditioner is built around world class, power saving Carrier compessors, manufactured to the quality standards of Carrier Corporation, USA. Reciprocating compressors ensure : • • • • • • High energy efficiency ratio; low power consumption Wide operating voltage (187V to 253V) Built in safety features for reliability and durability Low noise Light, compact and available in 1.0, 1.5 & 2.0 tonnes. Rotary compressor available in select models.
IGNOU, NEW DELHI
Multifunctional filters to purify air The Global Series air-conditioners are equipped with the state-ofthe-art Filters - the Bactericidal Enzyme Filter (BEF) and Low temperature Catalyst - (LTCMD2). The BEF filter doesn’t merely trap bacteria, it kills them. The LTC-MD2 eliminates cancer-causing substances which comprises of formaldehyde. Features • • Pre-filter traps dust particles. Bactericidal Enzyme filter actually kills Bacteria, Fungi, Viruses and other micro-organisms by Lytic Enzyme action, thereby preventing secondary contamination of the room environment besides removing dust particles and smoke. • Low Temperature Catalyst removes harmful and unpleasant odours from the room environment, by catalytically breaking them down into non-odourous compounds. • Specifically removes cancer-causing Formaldehyde commonly present in room environment. • This filter also has a long life - atleast 10 years.
4 -Stage Filter This filter is designed for the new millennium. It has four stages of filteration to process the air. The standard filter to get rid of larger dust particles and the other three special filters to make the air bacteria-less, smokeless and odourless.
IGNOU, NEW DELHI
0 Ton.Features 1st Stage .Persimmon Catechin filter traps and kills bacteria.
Features and Benefits of DYNA Rotary Compressor Light-weight air-conditioner 4-way air distribution Designed for hi-ambient conditions Pure air Anti rust Stylish aesthetics
IGNOU.Pre-filter for removal of larger dust particles. 2nd Stage . Available in 1.An Electrostatic filter traps minute particles of smoke. DYNA The lightweight Dynamic Performer from the Carrier Family. It is equipped with features to give you power saving and better aesthetic experience. as well as the suspended particulate matter present in the air. 3rd Stage . NEW DELHI
5 and 2. powerful motor. Thus vowing you and your family with optimum performance in the worst of atmospheric conditions. Features and Benefits of OPTIMA No field lubrication 4-way air distribution Designed for hi-ambient conditions Powerful cooling Anti rust Stylish aesthetics 2-way removable filter Pure air
IGNOU.0 tonnes. anti-rust mechanism and new looks makes this model stand apart. Available in 1. better heat transfer.Easy accessible filters OPTIMA The faster cooling. NEW DELHI
5 TR 5.54 Reciprocatory NE 1900 BB PSC
2 TR 7.Technical Specifications .42 Reciprocatory NE 2100 BB PSC 2 1250 230±10%-1-50 468x673x744 870 R-22
No of speeds 2 Nominal speed(rpm) 940 230±10%-1-50 468x673x744 650 R-22
Power supply Unit Dimensions(mm) Refrigerant Charge (GMS) Refrigerant
IGNOU.0 24000 2850 480 8. NEW DELHI
Model Nominal (Btu/hr) Power input (Watts) Air circulation (CFM) EER Type Compressor Model Type Fan Motor Cooling capacity (KW)
1.43 18600 1950 410 9.
It is designed for the new millennium! Fully featured and equipped with Digital LCD remote control to give you a celestial air conditioning experience.CELESTA
Celesta is a designer's air-conditioner. Features and Benefits of Celesta Digital LCD remote control Filter cleaning indicator (filter itself) Turbo Sleep mode Auto timer on/off Room temperature indicator Indoor Air Quality filters for healthy & purified air No field lubrication Quiet operation 4-way air distribution
IGNOU. Celesta is all set to capture the heart of your better half.5 and 2. Available in 1. beauty personified. in other words.0 tonnes. NEW DELHI
. With carefully selected eye-pleasing design and colours.
43 18600 1950 410 9.Celesta
Model Nominal Cooling capacity (KW) (Btu/hr) Power input (Watts) Air circulation (CFM) EER Type Compressor Model Type No speeds of NE 1900 BB PSC 2 NE 2100 BB PSC 2 1.Designed for hi-ambient conditions Powerful cooling Pure air Anti rust Stylish aesthetics Easy accessible filters Technical Specifications .42 Reciprocatory
Nominal 940 speed(rpm) Power supply Unit Dimensions(mm) Refrigerant Charge (GMS) Refrigerant (V-ph-Hz) HxWxD 230±10%-1-50 468x673x744 650 R-22
1250 230±10%-1-50 468x673x744 870 R-22
IGNOU. NEW DELHI
.5 TR 5.0 24000 2850 480 8.54 Reciprocatory 2 TR 7.
. this machine is equipped with features that gives you a comfortable and silent air -conditioning experience!
Available in 1. Features and Benefits of Silencia Quiet operation High Energy Efficiency Ratio Rotary Compressor Powerful cooling Stylish aesthetics Anti rust Slide in slide out chasis Easy accessible filters 4-way air distribution Green fins 12 hour programmable timer*
IGNOU.5 tonnes.Silencia True to its name.0 and 1.
.5 Rotary Totally Enclosed
Power input (Watts) Air circulation (CFM) EER Compressor
230±10%-1-50 230±10%-1-50 428x659x730 Manual 428x659x730 Manual
IGNOU.25 18000 1894 450 9.5 TR 5.Silencia
Model Nominal (Btu/hr) Cooling capacity (KW) 1.5 Type Type Fan Motor No speeds Power supply Unit Dimensions(mm) Control (V-ph-Hz) HxWxD of 3 3 Rotary Totally Enclosed 1.Technical Specifications .5 12000 1263 360 9.0 TR 3.
the Sierra Infinity combines a soft-touch remote control. It is built rugged to face the toughest Indian summer. noiseless working and the comfort of placing it anywhere you want to.
IGNOU. Features and Benefits of SIERRA INFINITY Modular Air Conditioning System : This system comprises an outdoor unit housing the condenser and patented compressor giving noise-free comfort and an indoor unit which can be installed anywhere up to a distance of twenty five feet from the outdoor unit. 3 & 4 ton capacities. the refrigerant charge needs to be adjusted according to site Flexible Installation : Can be installed anywhere. 2. with no screws visible. at window level or as a low wall Indoor Unit : Compact. light and sturdy. Beyond this distance.5. NEW DELHI
. Under the ceiling. it is designed to blend with the décor any room. Available in 1.SIERRA INFINITY
Great value for money. 1. Remote Control : Offers one-touch control of aircon functions with state-of-the-art corded remote. sleek lines. An elegant home accessory.
Outdoor Unit : This unit houses the power-saving Carrier compressor which provide a range of comfort features specially suited for Indian conditions . Air Purification System : A standard nylon net Air Filter effectively removes large micro particles ( up to 10 microns) from the room-air. minimal noise. The powder-coated outdoor unit is allweatherproof being anti-corrosive. Machining and superb Materials Technology. Easy Maintenance : Slide-out feature keeps maintenance simple and convenient Auto Restart Function : This feature (optional) allows the unit to return to its original operating mode after power failure. undisturbed flow and low noise levels brought together through Computer Aided Design. thus minimizing the
disturbances to the occupied area. NEW DELHI
. Three levels of cooling : Ergonomically designed blower for three levels of cooling.Silent Blower Designs : A silent blower for smooth. durability and unmatched reliability. and is ideal for coastal areas
IGNOU.wide operating voltage.
Technical Specifications . NEW DELHI
INDOOR UNIT Model Nominal (Kcal/hr) Cooling 42DN 012 42DN 012 42DN 012
OUTDOOR UNIT 51MSB 51MSB 51MSB 51MSC 012 018 024 036D 12000 3000 18000 4500 24000 6000 36000 9000 51MSC 048D 48000 12000 -
(Btu/hr) 12000 18000 24000 3000 400 (189) 4500 525 (247) 6000 700 (330)
Nominal air volume CFM (L\sec) Power Supply Type Fan Qty Discharge Type Qty Fan Motor Power Watts(HP) Hi Speed Low Speed Medium Speed Ht (mm) Dimensions Width (mm) Depth (mm) Net weight (Kg) Refrigerant Power consumption Control type
230±10%.single-50 Direct Driven DIDW Forward curved Centrifugal fan 2 2 3 1 1 1 Horizontal Permanent Split capacitor Type 1 1 1 1 92 (1/8) 920 541 740 320 60 1 92 (1/8) 920 541 740 320 62 R-22 80 110 120 1550 1950 2750 4050 5100 1 92 (1/8) 920 541 740 320 64 1 150 (1/5) 920 541 1030 435 105 1 150 (1/5) 920 541 1030 435 110 Propeller Fan 1 1
25 37 37 (1/30) (1/20) (1/20) 920 850 800 610 760 260 32 1250 1200 1150 610 760 260 34 1075 1000 925 610 1110 260 50
4. Its advanced design.0.5. Available in 1. economical running and futuristic styling perfectly complement residential and small
IGNOU.0. this new generation Hi-Wall Split Air-Conditioner from Carrier is available with a full-function cordless remote control. 2.0 ton capacities. NEW DELHI
. Features and Benefits of HI-WALL K-SERIES Remote Control Options : One touch aircon functions available in cordless versions for easy access.HI-WALL K-SERIES
Great looks. 3. Silent Blower Design : For smooth undisturbed airflow and low noise levels. Wide-Angled Airflows : Special outward-curving louvers ensure uniform cooling. Air Purification System (Optional) : For clean air devoid of polluted particles. great performance.
Technical Specifications .Hi Wall K-Series
INDOOR UNIT 42KKL 018 42KKL 024 6000 24000 227 480
OUTDOOR UNIT 51MSB 51MSB 024 018 4500 18000 6000 24000 51MSC 51MSC O O 36D 48D 9000 36000 12000 48000 -
(Kcal/hr) Nominal cooling capacity (BTU/Hr) (L/sec) Nominal air qty (Cfm) (Type) Fan (Qty) Discharge Type Qty Power (Watts(HP)) Fan Motor Hi-speed Med-speed Low-speed Dimension WxHxD Type Compressor Model Qty Net weight Refrigerant Power (Watts) (Kg)
4500 18000 209 440
Centrifugal Cross Flow One Horizontal/Down Permanent Split capacitor One 40(1/19) 1250 1150 1050 50(1/15) 1350 1250 1150
Propeller fan One Horizontal Permanent Split capacitor One 92(1/8) 150(1/8) One 920 740x513x320 1030x694x435
1100x335x205 12 R-22 60 80 1950 14
Reciprocating NE1900 BB 1 62 NE2100 BB 1 64 R-22 2750 4050 5100 NE1900 NE2100 BB BB 2 105 2 110
IGNOU. NEW DELHI
2. economical running and futuristic styling perfectly complement residential and small commercial applications.1 3. great performance This new generation Hi-Wall Room Split Air-Conditioner from Carrier is available with full-function remote control.5TR 4500 18000 9. Available in 1. NEW DELHI
.9 4.2 2.4
Permanent Split capacitor Three 1140 1066 995 1080 295 185 14 R-22 53 1280 1140 1032 1080 295 185 14
Permanent Split capacitor One 920 920 920 740 541 320 740 541 320 1030 694 435 1030 694 435
Reciprocating Carrier NE1900 NE2100 NE1900 NE2100 BB BB BB BB 1 62 1 65 R-22 1950 2650 4050 5100 2 105 2 110
IGNOU.0TR 6000 24000 9.0TR 6000 24000 -
OUTDOOR UNIT 51MSB 51MSB 51MSCO 51MSCO 018 024 36D 48D 1. Its advanced design. 3 & 4 ton capacities.P-Series
Units Model Feature Nominal cooling capacity ERR Power Supply Air Circulation (V-ph-Hz) CFM Type No.HI-WALL P-SERIES
Great looks.5TR 4500 18000 230±10%-1-50 590 53KPD 022703 2.0TR 12000 48000 9.of Speeds Fan Motor Hi-speed Med-speed Low-speed Dimensions Width (mm) Height (mm) Depth (mm) Type Make Compressor Model Qty Net weight Refrigerant Power Consumption (Watts) 53 (Kg) 535 (Units) (Kcal/hr) (BTU/Hr)
INDOOR UNIT 53KPC 018703 1.5. Technical Specifications .0TR 9000 36000 8.
Active Carbon Filter (optional) and the
Electrostatic Air Filter (optional). Features and Benefits of HI WALL-G-SERIES Post-modern Design : With an accent on compactness. the indoor unit utilizes the space saving two-vent evaporator system topped off by a high gloss powder coating celebrating aesthetic design. NEW DELHI
. Cordless Remote Control : The sleek LCD cordless remote incorporates a timer and sleep mode along with a real time clock. Sleek lines. bacteria. 3 & 4 ton capacities. ionised particles and mould spores. Available in 1. noiseless running and an international air purification system distinguishes the Carrier Hi-Wall Global Series of split air-conditioners. Enhanced Efficiency : High EER reciprocating compressor and double vent heat
exchangers provide efficiency and low operating costs while the Xhatch copper tubes and LSW (lanced sine wave) technologies effect faster cooling. soot. pollen. Air Purification System : With an Air Filter.5. smoke.HI WALL-G-SERIES
International styling in compact size. virus.
IGNOU. 1. 2. this tri-action effectively removes secondhand dust.
2 R-22 14 14 Reciprocating NE2000 BB 1 60 R-22 80 80 1550
NE190 NE210 NE190 NE210 0 0 0 0 BB BB BB BB 1 62 1 64 2 105 2 110
Net weight Refrigerant Power Control Type
1950 2750 4050 5100
IGNOU.Silent Blower Design : A silent blower for smooth.5(1/31) 1150 1050 1000 24. Machining and superb Materials Technology Technical Specifications . undisturbed flow and low noise levels brought together through Computer Aided Design.5(1/31) 1150 1050 1000
Propeller fan One Horizontal Permanent Split capacitor One 92(1/8) 920 1030x694x43 5 150(1/8)
(Qty) Discharge Type Qty
Power (Watts(HP)) 16(1/46) Hi-speed Low Medium 1050 950 850
815x260x18 1080x295x18 1080x295x18 740x541x320 5 5 5 9.Hi Wall G-Series
INDOOR UNIT 42KGB 012 42KGB 012 4500 18000 271 575 42KGB 012 5500 24000 271 575
OUTDOOR UNIT 51MSB 012 3000 12000 51MS 51MS 51MS 51MS B B C C 018 024 036D 048D 4500 6000 9000 12000 18000 24000 36000 48000 -
Nominal cooling capacity
(Kcal/hr) (BTU/Hr) (L/sec) (Cfm) (Type)
3000 12000 133 280
Nominal air qty
Centrifugal Cross Flow One Horizontal/Down Permanent Split capacitor One 24. NEW DELHI
Powerful. Is swivelling louvers distribute air quickly and uniformly while its elegant contours blend perfectly into any decor. making it ideal for cooling large rooms with minimum disruption to the decor. Modular Air Conditioning System : Suits all applications. Features and Benefits of SLIMPAC-N-SERIES Self Diagnostic Function : The intelligent electronic circuitry saves a tremendous amount of troubleshooting time and reduces maintenance bills. The new Carrier Slimpac split air-
conditioner that's way ahead of the competition.SLIMPAC-N-SERIES
Slim. The outdoor unit houses the condenser and patented compressor giving noise-free comfort while the indoor unit allows you the choice of installing it anywhere. NEW DELHI
IGNOU. This floor standing unit saves valuable room space. Available in 3 ton. Stylish. And it is easy to install.
Air Filter : The standard nylon net Air Filter effectively removes large
microparticles (up to 10 microns) from the room air. this tri-action effectively removes secondhand dust. Protective Casing : Aesthetically pleasing casing made from High Impact Polystyrene (HIP) to add rigidity and strength. bacteria. Digital Control Display : Allows easy manual operation of the unit. A pre-filter and drain tray treated with anti-fungus prevents formation of moulds thereby contributing to cleaner and healthier air.
IGNOU. Ambient temperature. three-speed fan movement and auto swing of louvers can be set at the press of a button. soot. Remote Control : One-touch control of aircon functions available with a LCD cordless remote. NEW DELHI
. Active Carbon Filter (optional) and the
Electrostatic Air Filter (optional). ionised particles and mould spores. virus. pollen. smoke.Air Distribution System : With an Air Filter.
. This sleek performer is the perfect complement to designer decor in large rooms Silent Blower Design : A silent blower for smooth. Elegant. Outdoor Unit : The outdoor condensing unit houses the power-saving Carrier compressor with a wide range of comfort features specially suited for Indian conditions .wide operating voltage.
Technical Specifications . Machining and superb materials.Slim Pac N-Series Model 53SC6(A) 51MSCO36D 36000 9000 230±10%-1-50 4150 21 -
Nominal cooling Capacity (Btu/Hr)36000 (Kcal/hr) 9000 Power Supply (V-ph-Hz) Power Consumption (W) Current (Amp) Nominal (CMH) Fan Type Qty Discharge Air volume 230±10%-1-50 430 1.Indoor Unit : Intelligent. Noiseless. low running cost and unmatched reliability. silent operation. undisturbed flow and low noise levels brought together through Computer Aided Design.8 (CFM) 820 386
SISW Centrifugal Blower Propeller 1 1 Horizontal Horizontal
Power Hi-speed Med-speed Lo-speed Control Type Dimensions W x H x D (mm) Compressor Type Model Qty. NEW DELHI
. Refrigerant No of units Net Weight (Kg)
Motor Permanent Split capacitor Permanent Split 1 1 (HP) 1 / 6 1 / 930 920 820 740 Wireless handset 600 x 1800 x 320 1030 x 665 x 435 capacitor 5
R-22 1 53
Reciprocating NE 1900 2 R-22 1 76
IGNOU.Fan Type Qty.
The pre-filter and the drain tray are treated with anti-fungus to prevent the formation of moulds. The outdoor unit. you can place the indoor unit wherever you choose. the source of error is indicated on the Digital Display Panel. The Purest Air Room : The standard net Air Filter effectively removes large microparticles from the room air. in commercial areas. Features and Benefits of SLIMPAC-G-SERIES Flexible Installation : With the Slim Pac's Modular Air Conditioning System. The Global Series Slim Pac is the most futuristic air-conditioner in its class.
comfortably outside. It is ideal for unused spaces. e. In the unlikely case of a malfunction. it is ideal for commercial spaces. soft touch remote control and noiseless working. full protection device. Packed with features like self-diagnosis.g corners. The Intelligent Air-conditioner : The intelligent electronic circuitry of the Slim Pac incorporates a 'self diagnostic' function. thereby giving you cleaner and healthier air. This saves a tremendous amount of troubleshooting time and reduces
Maintenance bills. housing the noise-free condensor and the patented compressor.SLIMPAC-G-SERIES
The ultimate cooling machine. NEW DELHI
Easy Operation : The Digital Display Unit. You can also use its oscillating louvers to focus cooling in one direction. three-speed fan movement and auto swing of louvers at the press of the button. NEW DELHI
. on the indoor unit. With it you can set ambient temperature. allows easy manual operation of the unit. Weather Control At Your Fingertips : With the sleek LCD cordless remote. Durable Casing : The aesthetically appealing casing is made of High Impact polystyrene HIP. you can control all the functions of the Slim Pac from anywhere in the room. Wall-to-wall Cooling : The four-way Air Distribution System allows uniform cooling of the entire room. This gives superior rigidity and strength that protects the internals from any accident.
Designer Appeal Outside : This sleek performer is the perfect complement to designer decor in large rooms. economical running and high durability. Not Heard : Now you can enjoy a good night's sleep without hearing even a whisper from your air-conditioner. It gives a wide range of features especially suited to Indian conditions . you can choose between three different levels of cooling. conference halls. NEW DELHI
IGNOU.wide operating voltage.Engineered Perfection Inside. Computer Aided
Design/Machining(CAD & CAM) coupled with superb materials technology has brought about an exceptionally silent blower. Three levels Of Cooling : Depending upon prevalent weather conditions. Built To Last : The condensing unit houses the hemetic reciprocating compressor. Air-Conditioners Should Be Felt. shops or living rooms. with the three speed fan. noiseless working. e.g corners. And where space is at a premium. A smooth. it's super slim design allows you to use otherwise unusable areas. undisturbed flow of air keeps noise levels low and air movement high. Be it restaurants.
196 2900 1 1/5 1030x694x435 Reciprocating NE 2100 BB 2 110 R-22 2/17 3/8 8. NEW DELHI
.0 24000 6000 620(1054) 230± 10% -1.50 Propeller Fan 1 Horizontal 51MSC048D 4.50 Propeller Fan 1 Horizontal
Permanent Split Capacitor 1 1/8 740x541x360 Reciprocating NE 2100 BB 1 63 R-22 2/16 1/8 3.0 40000 12000 230± 10% -1 .0 24000 6000 230± 10% -1 .Slim Pac G-Series
INDOOR UNIT Model Capacity (Tr) Nominal cooling (Btu/Hr) (Kcal/Hr) Nominal Air Quantity Power Supply CFM(CMH) (V-ph-Hz) Type Fan Qty Discharge Type Fan Motor type Qty Power(HP) Control Type Dimensions WxHxD(mm) Type Compressor Model Qty Net Weight Refrigerant Rows/FPI Coil Tube Dia (inch) Face Area(sq ft.433 200
OUTDOOR UNIT 51MSB024 2.50 Sirocco Fan 1 Horizontal 1 1/10 Cordless 500x1750x256 47 R-22 3/19 3/8 2.430 4700
IGNOU.) Power Consumption (Watts) (Kg) 42SD3C 2.Technical Specifications .
Available in 2 and 4 ton capacities. soot. Ideally suited for rooms with low cross beamed ceilings. Active Carbon Filter (optional) and the Electrostatic Air Filter (optional). The outdoor unit houses the condenser and patented compressor giving noise-free comfort while the indoor unit allows you the choice of installing it anywhere. This tri-action is highly effective in removing secondhand dust. smoke. Features and Benefits of CASSETTE Modular Air Conditioning System : Suits all applications. patented components and innovative materials give you unparalleled performance. Air Purification System : The three-phase Air Purification System consists of an Air Filter. the Cassette's advanced design. bacteria. pollen.CASSETTE
Unobtrusive Performer The Ultimate in comfort for commercial buildings. NEW DELHI
. ionised particles and mould spores.
from the coils to the condensate drain pump. Patented Grille Design : Designed and patented by Carrier. air distribution mode and 24-hours programming with power failure restart. makes handling easy. Quiet Comfort : Outfitted patented wing-shaped blades and a centrifugal fan design improves air-flow and considerably reduces noise levels.5 kg) and an approximate height of 1 foot. the grille permits increased air throws without creating draughts for the occupants.
IGNOU. three or two sides. The return air is filtered at the centre of the grille and can be distributed on four. fan speed.are optimised to achieve exceptional overall performance.Remote Control : A state-of-the-art LCD wireless remote with large liquid crystal display. NEW DELHI
. Simplified Installation : Exceptional installation versatility and simplicity. Its 575 x 575 mm dimensions suspended allow ceiling fast and An perfect integration control with box standard speeds
tiles. selectable operating mode. All components.
installation while a low grille weight (2.
11 51MSCO48D 48000
Power (HP -Watts) 1/22(34) Hi-speed (rpm) 1020
Med-speed (rpm) 940 Low-Speed (rpm) 780 EER -
IGNOU. Technical Specifications – Cassette
INDOOR UNIT OUTDOOR UNIT Model Nominal cooling capacity (kW) (Btu/hr) Air flow speed (l/s)cu. Outdoor Unit : The outdoor unit houses the power-saving Carrier compressor that gives a wide range of comfort features. economical running and high durability. Special outer-curving louvers ensure uniform cooling. continuous air sweep or automatic positioning.97 1 1/5(150) 920 9.Air Director System : Motorised louvers offer the option of six selectable air-flow directions.ft/min Type Qty (Nos ) Fan Motor 40GKX024 6. specially suited to Indian conditions . extremely low noise.a wide operating voltage. NEW DELHI
.7 23000 (250)530 1 51MSB024 24000 Permanent split capacitor 1 1/8(95) 920 7.
.Type Compressor Model Qty Nos Power Input (Watts) Piping couplings Filter Sound Pressure level dB"A" Height (mm) Net Dimensions Length (mm) Depth (mm) Net weight (Kg) Power Supply (V-ph-Hz)
Reciprocating NE 2100 BB 1 2800 2 5100 665 1030 435 110
Polypropylene net type 37 298 575 575 19 513 740 320 65
The products are targeted at residential and small commercial application and are available in one to four-tonne capacity. today announced the launch of a new range of `P-series' high wall split room ACs and a `rotary' range of window ACs. which claims to be the leader in India. competition in the burgeoning air-conditioning has begun hotting up. The products are from its international range but have been adapted to Indian conditions. said company officials. NEW DELHI
. They are focussing on capturing 30 per cent market share within two years and further consolidating their position in the Indian AC market.CARRIER AIRCON LAUNCHES P-SERIES
With summer knocking on the doors.
IGNOU. Carrier plans to expand its retail presence in India to further strengthen its distribution and customer service network. The rotary range has four variants with an improved compressor that consumes less electricity. Carrier Aircon. P-series is equipped with a sound minimised air management system with an indoor unit cross flow fan and air discharge to provide quiet running.
To do a market research through a Dealer survey to identify
the attributes that the buyer looks in the product (i. Air-conditioner)
To study and list the Products of Carrier Aircon and to find
out through Dealer survey. NEW DELHI
.OBJECTIVE OF THE STUDY
To study the Indian Air Conditioner Market with reference to
present trends and major players. which of the new variants of AC has potential to be launched by the Company.e. To find out the areas of improvement for the company
through the dealer survey.
when the unknown confronts us probe and attain full and fuller understanding of the unknown. One can also define research as a scientific and systematic search for pertinent information on a specific topic.
IGNOU. • Secondary Data It consists of information that already exists somewhere having been collected for another purpose.RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. They offer the advantage of low cost and ready availability. We all possess the vital instinct of inquisitiveness for. research is an art of scientific investigation. In fact. Data Sources: Information has to be gathered through primary and secondary sources. NEW DELHI
. This inquisitiveness is the mother of all knowledge of whatever the unknown. • Primary Data It consists of original information gathered for the specific purpose. Some people consider it as a movement from the known to unknown. It is actually a voyage of discovery. can be termed as research. This data is generally collected by observation and survey method.
Secondary data sources: Internet sites Company Annual Report Reference books
Sample size The sample size in total will include 25 dealers of air conditioners in New Delhi. All the collected data was analyzed and is presented in this report.The sources for the data collection were: Primary data sources are: Questionnaire: A detailed questionnaire was given to dealers in Delhi to get the information on AC market in Delhi. Discussions and In-depth interviews of some Dealers in Delhi were conducted to get the information on AC.
as they might not be interested in filling the form. 2. Time was the biggest constraint as all the interviews were to be conducted in person to get actual views of AC users. But all efforts were made to get information relevant to this project. NEW DELHI
. There may be some discrepancies in views as some people might give false information in the Questionnaire.LIMITATIONS OF THE RESEARCH
5 tr Celesta d 1.0 tr g x series 1. NEW DELHI
.0 tr Celesta D Hi .0 tr gx series
IGNOU.0 tr kx series 2. No. 1.0 tr kx series 3.5 tr Optima d e qr 1.0 tr Gx series 3.0 tr kx series 4.5 tr kx series 1. 5. 19. 17.Wall Split Airconditioners 8. 16. 3. 12. 11.5 tr Optima d plus 1.0 tr Silencia 1.0 tr kx series 4.0 tr p series 3. 20. 4.0 tr p series 2. 14.5 tr Optima d 2. 1. 15. 10. 6. Model MRP Minimum customer price
Window air Conditioners 1. 18. 9.5 tr p s eries 1.0 tr P series 29490 32890 38690 41990 40590 46390 49290 63490 75490 80990 70000 77000 84000 26690 30090 34990 38990 37190 41690 45590 58990 70990 77190 66400 74390 80790 21490 19490 2490 22990 26990 23990 27990 18000 18490 19790 20990 20490 22890 25490
4.5 tr Gx series 2.PRICES OF DIFFERENT MODELS S.0 tr Optima D 2. 13. 7. 2.
24. 23. 31.5 tr cassettee 2. 29.0 tr cassette 4.0 tr cassette 3. NEW DELHI
. 30.0 tr Dn 4. 22. 1.5 tr Dn 2.0 tr Dn 3. 1. 25.0 tr s lim pack 3.0 tr cassette 64900 71600 127990 118000 61600 67690 119000 114000 67490 69990 64490 68490 29490 36154 42077 62 990 67000 26690 32637 37981 58290 64500
IGNOU.0 tr Dn 1.0 tr Dn Slim pack (floor standing splits) 26. 2.Sierra infinity (ceiling /Floor) Mounted splits 21. 27.0 tr slim pack Cassette (Celling splits) 28.
12. Name Properitor Mr. Ph 25939797 Mallaika.. Ph 26011088 Ltimaate Aircond. Puram Ph 26183476 Gupta Airconditioning Co. Ashu Aurora Mr.
Mr.DEALERS OF AC'S
S. Ichan Assemling Own Ac’s LG 200/Annum 200/Annum
Dhruva Aircon Co. Satish
Amtrex Ichban Whirlpool
11. Safdarjung Enclave Ph 26173491 Happy Refrigeration Saket Ph 9810010326 Arkay Engineers. Name And Address Vibhu Enterprises Sheikh Sarai-1.
Mr. 9811142025 Swastic Enterprises Wz A1/1 Central Market. Anil Kapoor
3. R-6 Nehr Enclave Kalkajee Ph. R. 2. 10-B. Karol Bagh 25736238 8c/10wea Ph Ph. Chauhan
LG Assembling Own Ac’s LG Whirlpool
13. 6. Block Bharat Nagar.
7. Vikaspuri Gems Weathermster 924/3 Faiz Rd Karol Bagh Olton A-5 Dsidc Complex Kirtinagar Ph 25461899 Bliss Aircon. 1023 Arjun Nagar. C-Main Market Vasant Vihar Ph 9811011519
Mr.. Agrawal Of Product Handle Videocon Whirlpool LG. Chopra Mr. Vinay
LG. No. Sop No. New Friends Colony Ph 9810416515 Classic Aircon 39-B Bharat Nagar New Friends Colony Ph 981016515 Voltex Ircon.
Mr. Pathak Mr. 9. Hari Kothi. 8. Sanjay Kumar
IGNOU. 4. -12. Khurrana Mr.
10. NEW DELHI
. Kirti Nagar. Voltas Annual Selling
1.K. 4 Sec-9. Videocon Assemling Own Ac’s Assemling Own Acs Assemling Own Ac’s Voltash Amtrex. S Handari Mrs.
Mr. Arwinderjeet Singh Mr.
Kaul Engineers Shop No 7 Balmiki Mandir Mkt. Vikashpuri Ph 25537374 Global Airconditional.14. Vipin Malhotra
16. Raghbir Singh
LG Hitachi O Genral LG Mitsubshi
25. Gr Een Park Main Ph 9810150724 Trade Link International.K. Jungpura Ph 9810075774 Allied Tech D-8ndse-2 Cool Care 4/1 Singh Sabha Road Shakti Nagar Ph 9811061989 Saini Electronic Kamla Nagar.D.
IGNOU. M212 Lodo Sarai Ph 9811072788 Harcomp H –18. Atul
17. 19. Ph
22. 23. Wazirngr Mubarakpur 9811244007 1537. 23845151 Concept Aircon Co. Ph 34. D137 Lajpat Nagar –1 Ph 8911388101 Pankaj Electronics Yusufsaraai Main Market Snowmax Refring 3.
Mr. Kotla Ph
Mr. Vikash Taneja
HCL Computer LG Hitachi
Mr. Shahpur Jat 9811013678 49-D. Kaul
Assembling Own Ac’s Assembling Own Ac’s Assembling Own Acs Hitachi Assembling Own Own Acs V-Con Videocon Amtrex
150 / Annum
Mr. R. A. Sharma
Assembling Own Ac’s
Mr. NEW DELHI
18. Jeevandeep Building Parliament Street Ph 9811013585 Surya Aircon.
Surya Erfrigation 22/2 Bhogal Road.
IGNOU. 2. 9. 5. 8. 7. Vibhu enterprises Ultimate aircon Happy refrig Arkay engin Mallaika Swastic enter Gems weather Bolton Blton LG No Yes Yes No No No No No No Yes No Yes Hitachi No No No No No No No No No No No No Amtrex No Yes Yes No No No Yes No No No Yes No Voltas No Yes No No No No Yes No No No No Yes Ichban No No No No No No Yes No No No No No Ogeneral No No Yes No No No No No Yes Yes Yes No Videocon Yes No Yes No No No No No No No No No Whirlpool Yes No No No No No No No No Yes No No Samsung Yes No No No No No No No No No No No Assembling No No No Yes Yes Yes No No No No No Yes
10. NEW DELHI
. 4. 6. Name of brand in which you deal in? DEALERS OF AC''S
Name of dealers 1.1. Bliss aircon 11. 3. Classic aircon 12.
Cool care 25. Pankaj elec. NEW DELHI
. Concept aircon. Co. Surya aircon 22. Trade link int 19. Global aircon 17. 24. Snowmax refri 21. Dhruv aicon 14. Surya refrig. Sainy electronic 26. 23.
No Yes No No No No No No Yes Yes No Yes Yes Yes
No No No No Yes No No No No No No No Yes Yes
No No No No Yes Yes No No No No No No No No
No No No No No No No No No No No No No No
No No No No No No Yes No No No No No No No
No No No No No No No No No No No Yes No
No No No No Yes Yes No No No No No No No
Yes No No No No No No No No No No No No
No No No No No No No No No No No No No
Yes Yes Yes Yes Yes No Yes No No No No No No
IGNOU. Allied techno. Gupta aicon. Harcomp 18. co 15.13. Kaul engineers 16. 20.
Which is the maximum selling brand from your showroom?
Brands Assembled LG Samsung O General Videocon Voltas
Responses 10 7 1 2 2 1
10 9 8 7 6 5 4 3 2 1 0
Assembled LG Samsung O General Videocon Voltas Ichban
IGNOU. NEW DELHI
How much AC's do you sale per annum? NIL 16 4 5
Less than 100 100-200 200-500 More than 500
16 14 12 10 8 6 4 2 0 Less than 100 100-200 200-500 More than 500
IGNOU.4. NEW DELHI
Which segment sells the best and most? 16 6 3
Window AC Hi-wall split AC Ducted
16 14 12 10 8 6 4 2 0 Window AC Hi-wall split AC Ducted Non-Ducted
which brands sells the most?
LG Hitachi Voltas Ichban O General Videocon Samsung Assembled
7 1 1 1 2 2 1 10
10 9 8 7 6 5 4 3 2 1 0
LG Hitachi Ichban O General Samsung Voltas Videocon Assembled
IGNOU. NEW DELHI
In Window AC.
In Hi-wall AC.7. NEW DELHI
. which brands sells the most?
LG Daikin Voltas Assembled
12 3 3 7
12 10 8 6 4 2 0 LG Daikin Voltas Assembled
. you consider are most important factors in consumer purchase decision?
Quality of product Dealer’s margin Advertisement Warranty period
25 3 12 9
0 Quality of product Dealer’s m argin Advertisem ent Warranty period Consum ption of pow er
Consumption of power
In your showroom. which brands are mostly asked by the customers?
LG Voltas Ichban O General Videocon Samsung Assembled
5 17 2 3 4 7 Nil
18 16 14 12 10 8 6 4 2 0 LG Voltas Ichban O General Videocon Sam sung Assem bled
IGNOU. NEW DELHI
9. Are you interested in dealing with Carrier Aircon? Yes No
IGNOU, NEW DELHI
CONCLUSION With the fall in AC prices coupled with the increasing purchasing power of the middle class and the perception that an AC is no longer a luxury but a necessity, the demand for AC’s has never been much better. According to industry sources, 70-80% of the AC’s sold are used for essential industrial applications, hospitals and pharmaceuticals and not merely for comfort, as it is widely believed. A large part of the demand comes from commercial and industrial sector; even the govt. is a major customer. The demand for AC’s is expected to grow at the rate of 25% per annum. In this segment, the demand for windows AC’s, which currently accounts for 80% of the total demand is likely to reduce to 70% by year 2005. Split AC’s which are not very popular now, are expected to pickup and account for 30% of the demand by 2005. This means that out of a total of 34 lakh units of AC’s sold in 2005, around 23 lakh will be window AC’s and the remaining 11 lakh units will be split types. Demand of AC’s is expected to leap by 25%. Household segment, fastest growing segment with market share of 25% followed by industrial. According to a study conducted by Refrigeration and AC Manufacturers Association, India has a potential to emerge as one of the largest market in South East Asia. The survey of twenty five dealers in Delhi showed that Assembled AC’s still rule the market because of a major price difference between assembled and branded AC’s. LG follows the list and other players sharing the rest of the AC market. The reason for LG to be a success in this emerging market
IGNOU, NEW DELHI
seems to be the price and advertisements that add to its sales. As per the dealers people go in for the quality of the product as far as purchase of AC is considered and also look for the power consumption before making the purchase decision. Dealers say that the features of all the branded AC’s are almost similar and thus these two factors effect the buyer’s buying decision.
IGNOU, NEW DELHI
It must also try to make a market presence by using advertising techniques and also a promotion drive across the country to make people aware of its world class product range.RECOMMENDATIONS
Carrier Aircon must try to improve its market share by using better Marketing strategies and must concentrate on quality and price to attract the customers.
IGNOU. It must also try improve on relationship with dealers by adopting more dealer oriented schemes t o make them committed to carrier Aircon. It must also improve on after Sales service for all its customers and also introduce customer oriented schemes to attract new customers. NEW DELHI
. And thus fulfill the commitment given to the customers during the purchase.
4. Carrier Aircon Annual Report 2002-2003 2. NEW DELHI
. Marketing Management by Philip Kotler
Hi-wall split AC Non-ducted
In window AC. Are you interested in dealing with Carrier Aircon?
IGNOU. NEW DELHI
. How much AC d o you sale per annum? Less than 100 More than 500 100-200 200-500
4. which brands sell the most? Ichban Hitachi Assembled Whirlpool Voltas
LG Samsung General Amtrex Videocon
7. Which factor. Name of brand in which you deal in? LG Samsung General Amtrex Videocon Ichban Hitachi Assembled Whirlpool Voltas
2. In your showroom.
In hi-wall AC. you consider as most important factor in consumer purchase decision? Quality of product Dealer’s margin Advertisement Warranty period Consumption of power After sales services 8. Which is the maximum selling brand from your showroom? LG Samsung General Amtrex Videocon Ichban Hitachi Assembled Whirlpool Voltas
3. which brand are mostly assed by customer? LG Ichban Samsung Hitachi General Assembled Amtrex Whirlpool Videocon Voltas 9. which brands sell the most? Ichban Hitachi Assembled Whirlpool Voltas
LG Samsung General Amtrex Videocon 6.QUESTIONNAIRE
1. Which segment sells the best and most? Window AC Ducted 5.
IGNOU. NEW DELHI
I would also like to thank all the staff members of Career Aircon Limited. Career Aircon Limited) for his kind cooperation and wise guidance. Akhilesh Mathur (Sales Manager. Sanjay Srivastva for having equipped me with the skills with contributed a great deal to be successful completion of the project.
IGNOU. help and support. I would like to express my sincere gratitude to Mr. New Delhi for their kind co-operation. NEW DELHI
. Last but not least.ACKNOWLEDGEMENT
It gives me immense pleasure in acknowledging the invaluable guidance extended to me by various persons of Career Aircon limited in successful completion of this project. I thank my project guide Mr.
IGNOU. NEW DELHI
TABLE OF CONTENTS
Topics Acknowledgement Abstract Introduction About the product Literature review Company profile Product profile Research methodology Finding and analysis Conclusion Recommendation Bibliography Annexure Questionnaire
IGNOU. NEW DELHI
IGNOU. M. NEW DELHI
.REPORT OF PROJECT TITLED
CARRIER AIRCON AIRCONDITIONERS: A STUDY OF MARKET IN DELHI
Project Guide: Mr. H. SANJAY SRIVASTVA
SANJAY KUMAR ENROLMENT NUMBER # 001483015 STUDY CENTRE # M. COLLEGE GHAZIABAD REGIONAL CENTRE # DELHI -2 PROJECT PROPOSAL NO#
SCHOOL OF MANAGEMENT STUDIES INDIRA GANDHI NATIONAL OPEN UNIVERSITY MAIDAN GARHI NEW DELHI.