Syed Blue

Customer Satisfaction Towards Blue Star Air Conditioner
SL:NO CHAPTERS
1 INTRODUCTION
STATEMENT OF THE PROBLEM
OBJECTIVES
RESEARCH AND METHODOLOGY
SCOPE OF THE STUDY
LIMITATIONS
2 INDUSTRY PROFILE
COMPANY PROFILE
BACKGROUND HISTORY
VISION MISSION AND VALUE
ORGANISATION STRUCTURE
COMPETITORS
SWOT ANALYSIS
GROWTH PROSPECTIVE
3 DATA ANALYSIS AND INTERPRETATION
4 FINDINGS
SUGGESTIONS
CONCLUTION
5 QUESTIONAIRE
BIBLIOGRAPHY
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CHAPTER 1
 INTRODUCTION
 STATEMENT OF THE PROBLEM
 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE OF THE STUDY
 LIMITATIONS
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INTRODUCTION
Blue Star is India’s largest central air conditioner company with an annual
turnover of Rs 2700 crores, a network of 29 offices, 7 modern manufacturing
facilities, over 1600 dealers and around 2800 employees.
It fulfils 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 also offers comprehensive 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; Eaton - Williams, 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,

Wada and Ahmedabad 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 nature of products and markets, business
drivers, and competitive positioning, the lines of business of Blue Star can be
segmented as follows:government organizations as well as commercial
establishments such as showrooms, restaurants, banks, hospitals, theatres,
shopping malls and boutiques. The Company has started pursuing the residential
segment with its wide range of sleek and contemporary Room ACs. In accordance
with the
Blue Star was founded in 1943 by late Mohan T Advani, an entrepreneur of

exemplary vision and drive. It started as a modest three-man operation, which was
engaged in reconditioning of refrigerators and air conditioners. In 1969, Blue Star
became a public limited company with its corporate headquarters at Kasturi
Buildings in Mumbai.
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Blue Star manufactures and markets a wide range of air-conditioning and

commercial refrigeration systems and products. These include large central air-
conditioning plants, packaged air-conditioning systems, split and window air
conditioners, water coolers, bottle coolers, bottled water dispensers, ice-cube
machines, deep freezers and cold storages. Blue Star's other businesses include
marketing and maintenance of hi-tech professional electronic and industrial
products such as testing machines, data communication
Equipment, medical and analytical instruments and special control valves. Thus,
the core businesses of Blue Star are air conditioning, commercial refrigeration and
distribution of professional electronic and industrial equipment.
The company has manufacturing facilities at Thane, Dadra, Barouche and

Himachal which use state-of-the-art manufacturing equipment to ensure that the
products have consistent quality and reliability.
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OBJECTIVES
1. The primary objective of the study is to determine the satisfaction

level among the users of the Blue star air condition.
2. The realization of the above objective upon some of the secondary
issues such as :
3. To study the need and preferences of Customer towards Blue star
air condition.
4. To know the customers preferences, opinion, perception, and
expectations regarding the Blue star air condition.
5. Satisfactory level of the customers with regard to the Blue star air
condition installed.
6. To know the mode of media which influence the buying behavior
of the customers.
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RESEARCH METHODOLOGY
NATURE OF DATA
Data are facts, figures and other relevant materials, past and present,
serving has a basis for study and analysis. Without any analysis of factual data, no
specific inferences can be drawn on the questions under study. Inferences based
on imagination or guesswork cannot provide correct answers to research
questions. The relevance, adequacy and reliability of data determine the quality of
the findings of a study.
For the purpose of present study, data from two sources has been collected mainly
PRIMARY AND SECONDARY DATA.
Method of Data Collection
1. Primary data was collected with the help of QUESTIONNAIRE
2. Secondary data was collected from REFERANCE BOOKS & INTERNET.
PRIMARY DATA:
Primary data are original sources from which the research directly collects
data that have not been previously collected. In the present study, primary data has
been collected using questionnaires. For collecting the same, 100 respondents as
been visited. In this study primary data plays a vital role for analysis,
interpretation, conclusions and recommendations.
The information about Consumers satisfaction for Blue star was collected through
structures questionnaires from all the customers’ précising. The samples from 40
customers were filled to study their satisfaction to arrive at a particular decision.
SECONDARY DATA
These are sources containing data, which have been collected, and
complied for other purposes. The secondary sources consist of readily available
data and already complied statistical statements and reports whose data may be
used by researchers for their studies.
Secondary data has been collected by way of personal meeting with officers of the
company and reports collected from them. Some information has also been
collected from web sites.
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SCOPE OF THE STUDY
1. The study is mainly concerned with the discovery and analysis of

consumers’ attitude, reactions, and preference towards the Blue star air
condition.
2. Since data is collected is collected from Blue star air condition users, it
enables us to understand Blue star air condition strengths and weakness.
3. This study would bridge the gap between consumer’s preferences and the
products actual performance.
4. This study helps the marketers too, in adopting various marketing
strategies to market their products successfully.
5. The study is conferred to Bellary city only. It is focused mainly on families
and housewives who are the main motivating factors to the purchase of a
Blue star air condition.
6. A study of this helps to put theoretical aspects into practice. The project
aims to give information to Blue star air condition.
7. The study covers information about the satisfied and unsatisfied
customers.
LIMITATIONS OF THE STUDY

The main limitations of the study are listed below:
1. Limited admittance to information
2. The sample size is small when composed to a large population in Bellary
city and this is due to time and finance constrains.
3. Some respondents were not willing to reveal the precise information and
some respondents were having opinion about particular company’s Blue
star air condition.
4. The study was conducted under the assumption that the information given
by the respondents is authentic and concrete.
Sometime the respondents were not co-operative enough; they were very much
reluctant to respond.
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CHAPTER-2
 INDUSTRY PROFILE
 COMPANY PROFILE
INDUSTRY PROFILE
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Air conditions are the removal of heat and from indoor air for thermal comfort.
In other sense the term can refers to any form of cooling heating ventilation or
disinfection in an appliance system or machine design to stabilized the air
temperature and humidity with and area (used for cooling as well as heating
depending on the air properties at a given time) typically using air refrigerators
cycle but some time using evaporation commonly for comfort cooling in building
and motor vehicles.
The concept of air conditioning is known to have to been applied in ancient Rome,
where aqueduct water was circulated through the wall of certain houses to cool
them, similar techniques in medieval Persia, involved the use of eastern and wind
to wars to cool building during the hot season during the 19 th century, and the first
large scale electrical Air condition was invented and used in 1902 by Willis
hawlind carrier.
In 1902 the first model electrical Air conditions unit was invented by Willis and
carrier in buffalo, New York, after graduating from cornel university carriers a
native of Angola, New York, found a job at the buffalo forge company , while
there carrier began the experimental with air conditioning as a way to solve an
application problem for the skeet wine less lithographing an publishing company
in Brooklyn, new York, and the first air conditioner design built in buffalo by
carrier began working 17th July 1902.
The 2nd-century Chinese inventor Ding Huan (fl 180) of the Han Dynasty invented
a rotary fan for air conditioning, with seven wheels 3 m (9.8 ft) in diameter and
manually powered. In 747, Emperor Xuanzong (r. 712–762) of the Tang Dynasty (618–
907) had the Cool Hall (Liang Tian) built in the imperial palace, which the Tang
Yulin describes as having water-powered fan wheels for air conditioning as well as
rising jet streams of water from fountains. During the subsequent Song
Dynasty (960–1279), written sources mentioned the air-conditioning rotary fan as
even more widely used.
In the 17th century, CornelisDrebbel demonstrated "turning summer into winter"

for James I of England by adding salt to water.
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In 1758, Benjamin Franklin and John Hadley, a chemistry professor at Cambridge

University, conducted an experiment to explore the principle of evaporation as a
means to rapidly cool an object. Franklin and Hadley confirmed that evaporation
of highly volatile liquids such as alcohol and ether could be used to drive down
the temperature of an object past the freezing point of water. They conducted their
experiment with the bulb of a mercury thermometer as their object and with a
bellows used to "quicken" the evaporation; they lowered the temperature of the
thermometer bulb down to −14 °C (7 °F) while the ambient temperature was 18
°C (64 °F). Franklin noted that, soon after they passed the freezing point of
water 0 °C (32 °F), a thin film of ice formed on the surface of the thermometer's
bulb and that the ice mass was about a quarter-inch thick when they stopped the
experiment upon reaching −14 °C (7 °F). Franklin concluded, "From this
experiment one may see the possibility of freezing a man to death on a warm
summer's day"
below freezing. To cool a small room, the ice was placed in a basin suspended
from the ceiling, with a pipe above the basin extending upward through the ceiling
and roof. As air contracted around the cold ice, it created enough vacuum to pull
in outside air from the chimney pipe, and as this outside air was drawn over the
elevated ice, heat's compulsion to rise forced the cooled air down into the room.
Gorrie contracted with the Cincinnati Iron Works to build a working prototype of
his ingenious invention, and filed his patent on 27 February 1848. He spent the
next seven years searching unsuccessfully for financial backers to manufacture the
machine, and died bankrupt. Of course, he was wrong about cooled air combating
malaria and yellow fever - diseases that we now know are transmitted by
mosquitoes. But modern refrigeration is descended from principles first put to use
by Gorrie, and he is generally credited as the inventor of mechanical refrigeration,
ice making, and air conditioning. A working replica of Gorrie's machine is housed
in the John Gorrie Museum State Park in Apalachicola, Florida.
Electromechanical cooling
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Willis Carrier
In 1902, the first modern electrical air conditioning unit was invented by Willis
Haviland Carrier in Buffalo, New York. After graduating from Cornell University, Carrier, a
native of Angola, New York, found a job at the Buffalo Forge Company. While there,
Carrier began experimenting with air conditioning as a way to solve an application
problem for the Sackett-Wilhelms Lithographing and Publishing Company
in Brooklyn, New York, and the first "air conditioner", designed and built in Buffalo
by Carrier, began working on 17 July 1902.
Designed to improve manufacturing process control in a printing plant, Carrier's

invention controlled not only temperature but also humidity. Carrier used his
knowledge of the heating of objects with steam and reversed the process. Instead
of sending air through hot coils, he sent it through cold coils (ones filled with cold
water). The air blowing over the cold coils cooled the air, and one could thereby
control the amount of moisture the colder air could hold. In turn, the humidity in
the room could be controlled. The low heat and humidity helped maintain
consistent paper dimensions and ink alignment. Later, Carrier's technology was
applied to increase productivity in the workplace, and The Carrier Air Conditioning
Company of America was formed to meet rising demand. Over time, air conditioning
came to be used to improve comfort in homes and automobiles as well.
Residential sales expanded dramatically in the 1950s.
In 1906, Stuart W. Cramer of Charlotte, North Carolina was exploring ways to add
moisture to the air in his textile mill. Cramer coined the term "air conditioning",
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using it in a patent claim he filed that year as an analogue to "water conditioning",

then a well-known process for making textiles easier to process. He combined
moisture with ventilation to "condition" and changes the air in the factories,
controlling the humidity so necessary in textile plants. Willis Carrier adopted the
term and incorporated it into the name of his company. The evaporation of water
in air, to provide a cooling effect, is now known as evaporative cooling.
COMPANY PROFILE
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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 air conditioners and refrigerators.
Within three years, the Company secured the agency for US-based Melchoir
Armstrong Dessau's air-conditioning equipment. Shortly after, the Company was
selected by Worthington, the US leader in air-conditioning, 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 air-
conditioning 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
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 air-conditioning 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
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with Al Shirawi in Dubai and went on to execute some outstanding projects in

Syria, Iraq and Saudi Arabia. To complement its air-conditioning 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 air-conditioning 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 - air conditioning 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 liberalization 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
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 air-conditioning 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".
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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 milestones in 2000 and the Rs. 600 crores
milestones 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.
In 2008, the Company ventured into the electrical contracting business, offering
customers mechanical, electrical and plumbing (MEP) services. From a logistical
and technological perspective, this move was facilitated by the company's
acquisition of Bangalore-based Naseer Electricals Private Limited.
In 2010, the company strengthened its electro-mechanical projects business

through the strategic acquisition of D S Gupta Construction Private Limited, the
largest independent plumbing and fire fighting contracting company in India. This
move fortified Blue Star's position, placing it amongst the country's leading
companies in the MEP field.
In 2011, the Company forayed into the residential air-conditioning segment. The
Company was witnessing a significant demand from the residential segment given
the higher disposable income and the growing middle class who are upwardly
mobile and seek comfort. Despite the fact that Blue Star room air conditioners
were not available in retail channels, Blue Star's sales came from the residential
segment, mainly from consumers who believe that a specialist is better than a
generalist and a conviction that if Blue Star is a leader in cooling large spaces, its
room air conditioners must be good. Considering the above, the Company thought
it prudent to aggressively target the residential segment and leverage on the
expertise in cooling that Blue Star has built over the years. The Company
significantly altered its marketing mix to focus on the residential segment. On the
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product front, it launched a new contemporary and stylish range of split air
conditioners to appeal to home consumers.
Blue Star, India's leading central air conditioning company, presents a state-of-
the-art range of Split Air conditioners.
1. AIR CONDITIONERS:
A. screw chillers.
b. packaged a.c’s
c. ducted splits.
d. long distance piping packaged a.c’s.
e. room a.c’s
f. window a.c’s
g. split a.c’s
h. cassette a.c’s
i. verticool split a.c’s
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Concealed Split AC
Hi-Wall Split A
Cassette Air-conditioningWindow a.c’s
Systems
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TYPES OF AIRCONDITIONING
The diagram below gives a broad idea of the different kinds of air
conditioning systems available in the market for various applications.
Air conditioners are divided into Ducted Systems and Non-Ducted products
(unitary products). Ducted systems are normally chosen for air conditioning large
spaces like office floors, showrooms, departmental stores, restaurants, etc.
Whereas non-ducted products (split air conditioners and window air conditioners)
are mainly used for
Air-conditioning smaller spaces like individual rooms in an office or residence. As

the name implies, split air conditioners are split into two basic components - the
indoor unit (IDU) and the outdoor unit (ODU). These two units are connected by
refrigeration tubing and electrical wires that pass through an opening in the wall,
barely 10 cams in diameter. By keeping the relatively noisy components, such as
the compressor and condenser fan in the outdoor unit, the air-conditioned space
tends to be quiet. Split air conditioners are relatively more expensive than window
air conditioners but are preferred for spaces where there is no window or which
require a quiet environment.
Sample design:
1. Convenience sampling, type has been used.
2.This research study targeted the families using Blue star Air
Conditioner
TOOLS AND TECHNIQUES OF DATA COLLECTION:
1. Analysis takes place soon after the collection of data.

2. Each question in the questionnaire was classified and tabulated and then
subject to analysis.
3. In this study, mainly 60% analysis has been done to analyze the data.
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4. Pictorial representation of information is given by using different types of

diagrams such as pie diagram.
5. The research instrument used in collecting primary data is questionnaire.
Questionnaire for personal information was also included.
6. The primary data has been gathered from 40 respondents.
7. Secondary data has been gathered from a variety of published sources such
as company reports, and web sites.
VISSION
Blue Star will be the entrepreneurial leader in the high performance lubricants and
metalworking fluid industry. We will be persistent in our pursuit of customer
satisfaction. Intelligent and successful ideas will translate into customer growth,
employee growth and business growth. We will be the chosen and preferred
partner for our target customers and will earn this distinction through excellent
technology coupled with highly competent field support to create the highest
productivity standards. The Blue Star brand will be synonymous with
EXCELLENCE as conveyed in each and every customer experience.
Mission Statement
For our customers; become the compelling supplier of choice for high
performance lubricants and metalworking fluids. provide exceptional
opportunities and rewards for achievement. be the most imaginative and
resourceful company in the business
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Core Values
Blue Star is founded on five core values:
1. Relentless pursuit of customer satisfaction

Striving for customer satisfaction is our foremost commitment. Blue Star is
customer-centric in everything we do. Being a reliable partner and creating
sustainable value for our customers is vital to our success as a company.
2. Follow through on commitments
Blue Star’s integrity hinges on honoring the commitments we make to our
customers and employees. They are promises by which we measure ourselves.
We will do everything in our power to accomplish a task and hold ourselves
accountable to achieve success.
3. Shoot high in expectations and performance.
An entrepreneurial spirit will be pervasive in everything we do. We will grow, as
individuals and as a company, by reaching for goals that initially appear to exceed
our grasp. We will hold ourselves to standards of performance that demand our
best efforts.
Be a leader
Blue Star will not be constrained by the historical behavior of any competitive
company. We will, however, leverage the collective experience of our people to
build a better
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Organisation structure
Competitors of bluestar
o DAIKIN
o VOLTAS
o SAMSUNG
o OGENERAL
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SWOT ANALYSIS OF THE BLUE STAR COMPANY
Strengths:
Only Blue Star manufactures open-type centrifugal chillers with ozone

Only Blue Star manufactures variable air volume systems for economic localizedcooling control
Only Blue Star manufactures air handling units with dependable ratings to factoryprecision and
the widest choice with single skin, double skin, horizontal, vertical,ceiling suspended and unitary.
Air-conditioning of the largest number of synthetic fiber plants in India exceeding25,000 Tons
and 36 customers
Largest Industrial air-conditioning contracts in India - RBI Note Mudran PrivateLimited: Rs.40
crores.
First to manufacture semi hermetic reciprocating compressors in India tointernational standard
First air-conditioning company to introduce the concept of a Comfort Shop.
It has a strong setup, Willis Carrier Engineering Center, to provide technologicalsupport to
develop new products and upgrade existing ones.
It has successfully introduced finance
Weaknesses
Considered as premium brand so middle class people think it is unaffordable.
Although BLUE STAR protects its Position in Domestic AC market but isregularly losing
market share.
Market penetration is still very low.
Low qualities resulting in exports prices being non competitive.
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Opportunities
Confederation of Indian Industry (CII) has urged the government to reduce specialexcise duty
(SED) on air-conditioners from 16% to 8% in the forthcoming budget.
Opportunity to influence Growing Indian middle class in influencing their decisionswith regard
to the products offered by Blue Star through comparatively lowerprices.
Advent of Internet provides an excellent opportunity to reach to a large base of customers and cut
costs.
The increasing presence of multinationals in India for manufacturing be itSamsung, LG, Carrier,
Hitachi, thus providing an opportunity for upgrading thequality of manufacture in the country.
THR EATS
Likely to face fierce competition from domestic companies as they have well-acknowledged
brands, an extensive distribution network and better insights aboutthe local market conditions.
Increased threat from cheaper imports, especially from China
MNC’s like Samsung, Carrier, LG and Voltas are continuously raisingtheir share while Blue Star
despite of increasing sales is losing its marketshare.
GROWTH PROSPECTIVE
Blue Star has identified mega air-conditioning projects within the country and abroad asan
opportunity area for growth. At the other end of the spectrum, the Company hasaggressive plans
to enhance its share in the growing market for window and split airconditioners, with a specific
focus on corporate and commercial customers. Blue Star hasambitious plans to expand its
commercial refrigeration business as well. Encouraged bythe recent break-through orders from
Sri Lanka, Yemen, Maldives and Armenia for watercoolers, room airconditioners and packaged
airconditioners, the Company wants tostrengthen its exports operations as well
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THEORETICAL FRAME WORK
Satisfaction is a person’s feeling of pleasure of disappointment resulting from

comparing a product’s perceived performance (or outcome) in relation to his or
her expectations.
As this definition makes clear, satisfaction is a function of perceived

performance and expectations. If the performance falls short of expectations, the
customer is dissatisfied. If the performance exceeds expectations, the customer is
highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers who
are just satisfied still find it easy to switch when a better offer comes along. Those
who are highly satisfied are much less ready to switch. High satisfaction or delight
creates an emotional bond, not just a rational preference. The result is high
customer loyalty. Xerox’s senior management believes that a very satisfied
customer is worth 10 times as much to the company as a satisfied customer.
How do buyers form their expectations? From past buying experiences, friends
and associates, advisers and marketers and Competitors information and promises.
If marketers raise expectations too high, the buyer is likely to be disappointed. For
example, holiday in ran a campaign a few years ago called “no surprise”. Yet hotel
guests encountered a host of problems, and holiday in had to withdraw the
campaign. However if the company sets expectations too low, it wont attract
enough buyers (although it will satisfy those who do buy).
The key to generating high customer loyalty is to deliver high customer

value. A company’s value proposition is much more than it’s positioning on a
single attribute; it is a statement about the resulting experience customers will
have from the offering and their relationship with the supplier. The brand must
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represent a promise is kept depends upon the company’s ability to manage its
value – delivery system includes all the communications and channel experience
the customer will have on the way to obtaining the offering.
In addition to tracking customer value expectations and satisfactions,

companies need to monitor their competitors’ performance in these areas. For
customer – centered companies, customer satisfaction is both a goal and a
marketing tool. Companies that achieve high customer satisfaction ratings make
sure that their target market knows it.
A satisfied customer:
1. Buys again
2. Talks favorably to others about the company
3. Pays less attention to completing brands & advertising
4. Buys other products too from the same company.
For Example:
One Japanese business man recently told the magazines, “Our aim goes
beyond satisfying the customer”. On fact, this is a higher standard and a deeper
quest and may be the secret of the great marketers. They go beyond meeting the
mere expectations of the
Customers. When they delight a customer, the customer talks to even more and
more acquaintances about the fine company. The delighted customers are more
effective advertisers than the advertisements paced in the media.
Similarly, the political environment will also play an important role in the
availability of the various categories of products in the market. the government
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has adopted various new policies and reforms in the form of industrial licensing
policies and trade policies, which has had a direct impact on the economic
institutions of our country like the banking sector and capital market in particular.
This in turn will affect the savings of the consumers, a large chunk of which will
flow into the capital markets and this will have a direct effect on the consumption
of the buyer.
The Literature and Consumer Views of Satisfaction
While the literature contains significant differences in the definition of

satisfaction, all the definitions share some common elements. When examined as a
whole, three general components can be identified;
1) Consumer satisfaction is a response (emotional or cognitive)
2) The response pertains to a particular focus (expectations, product,
consumption experience, etc.)
3) The response occurs at a particular time ( after consumption , after
choice , based on accumulated experience , etc)
Consumer responses followed a general pattern similar to the literature.
Satisfaction was comprised of three basic components a response pertaining to a
particular focus determined at a particular time.
Response type and intensity – consumer satisfaction has been typically
conceptualized as either an emotional response. More 77.3% of group interview
responses specifically used affective responses to
Describe satisfaction and 64 % of personal interview actual changed the question
term “satisfaction” to more effective terms. Both the literature and consumers also
recognized that this effective response varies in intensity depending on the
situation. Response intensity refers to the strength of the satisfaction response,
ranging from strong to week. terms such as “ like love” , “ excited”, “ euphoria”,
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“thrilled”, “ very satisfied”, “ pleasantly surprised”, “relieved”, “ helpless”,

“cheated”, “indifferent”, “ relieved”, “ apathy”, and “ neutral” revel the range of
intensity. In sum, the literature and consumers both view satisfaction as a
summary affective response of varying intensity.
Focus of the Response

The focus identifies the objects of a consumer’s satisfaction and usually
entails comparing performance to some standard. This standard can vary from
very specific to more general standards are directed including the product,
consumption, purchase decision, salesperson, or store/ acquisition. The
determination of an appropriate focus for satisfaction varies from context to
context. However, without a clear
focus, any definition of satisfaction would have little meaning since interpretation
of the contrast would vary from person to person (chameleon effects).
Timing of Response
It is generally accepted that consumer satisfaction is a post – purchase
phenomenon, yet a number of subtle differences exists in this perspective. The
purchase decision may be evaluated after choice, but prior to the actual purchase
of the product. Consumer satisfaction may occur prior to choice or even in the
absence of purchase or choice (ex: dissatisfied with out - of - town super markets
which were never patronized, because they caused local store to close.). It has
even been argued that none of the above time frames is appropriate since
satisfaction can vary dramatically over time and satisfaction is only determined at
the time the evolution occurs. The consumers responses rein forced this varied
timing aspect of satisfaction. In addition, the consumers discussed the duration of
satisfaction, which refers to how long a particular satisfaction response lasts.
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CHAPTER – 3
DATA ANALYSIS AND INTERPRETATION
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TABLE NO 1: Showing the no. of respondents owning the air conditioners

Status No. of respondents Percentage
Yes 21 42
No 29 58
Total 50 100
Interpretation:
1. It is still an economic factor to purchase an A/c. middle class people find
expensive.
2. But people are changing & their lifestyles too so with increase in their
income some people can afford.
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TABLE NO 2: Showing the respondents that how many air conditioners are they
using
A.C No. of respondents Percentage
1 27 54
2 10 20
3 8 16
4 5 10
Total 50 100
Interpretation:
1. Presently for house hold purpose 1 A/c is enough.
2. May be for office & industrial purpose more than 1 A/c’s are needed.
3. In this analysis we can clearly see that single A/c leads the requirement
category.
TABLE NO 3: Showing the respondents that which brand of air conditioners are
they using
Brands No. of respondents Percentage
18 36
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Philips 10 20
L.G 8 16
Bluestar 14 28
Total 50 100
Interpretation:
1. Every brand has its own unique competitiveness considering those factors
respondents tend to buy.
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TABLE NO 4: Showing the respondents that are they aware of Blue star A/c’s
Status No. of respondents Percentage
Yes 44 88
No 6 12
Total 50 100
Interpretation:
1. Electronic media has a very important role in present promotional
activities. It is also a major scenario by which the customer can come to
know about the present products which are released in the market.
TABLE NO 5: Showing the respondents that what parameters do they look in

A/c’s
Parameters No. respondents Percentage
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Brand 17 34
Price 20 40
Quality 11 22
Features 2 4
Total 50 100
Interpretation:
1. A major factor for Indian customers to buy an A/c is price. If price range
comes under their budget they are ready to buy.
2. Some go for brand option because by seeing which brands lead the market.
3. Quality & Features are also essential things to look for an A/c.
TABLE NO 6: Showing the respondents that which mode of purchase they want
to prefer
Preference No. of respondents Percentage
Full payment 38 76
Installment 12 24
Total 50 100
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Interpretation:
1. All most every individual wants to buy the product on full payment basis
2. In some cases some people may ask for the installment basis.
TABLE NO 7 Showing no. of respondents likes to prefer online shopping for air
conditioners
Parameter No. of respondents Percentage
Yes 9 18%
No 41 82%
Total 50 100%
Graphical representation
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Interpretation: from the above table it shows that 90% of customers responded that
they wouldn’t like to make a online purchase.
CHAPTER -4
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 FINDINGS
 SUGGESTIONS
 CONCLUSION
FINDINGS
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 The survey revealed that 35% of the sample of 40 respondents, represent

business class where as only 8.75% are self employed.
 The survey shows that 30% of the respondents are failing under the
income group of 15000-25000, who are purchasing Blue star Air
conditioner..
 The survey shows that 95% of the respondents are highly satisfied and
satisfied; where as a small percentage of 5% are not satisfied mainly
because of the service or by pricing of the product
 The survey shows that advertisements and publicity influence consumer
buying behavior.
 The survey shows that 53.75% of the respondents would definitely
recommend others to purchase a Blue star Air conditioner...
 The survey shows that 56.25% of the current customers are aware of the
other products offered by the company.
 Product knowledge and the extra benefits that come along with the product
has been publicized, as a large % of our findings clearly reveal that are
unaware of the helpline service.
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SUGGESTION
1. Blue star air conditioner should also reduce the communication gap
with its customer if there exists any.
2. Blue star should influence all sections of the people, having various
incomes in purchasing variety of models of Blue star.
3. The company must promote their Blue star Air condition in innovative
way.
4. Blue star should educate their customers about the products and the
services.
5. Blue star Air conditioner should pay more attention to advertising as it
is very essential for awareness as well as for increasing sales.
6. Blue star Air conditioner should provide some innovative schemes for
existing customer.
7. Blue star Air-conditioned should decrease its price slightly to make the
product more competitive
8. Blue star Air conditioner should provide more exchange offers for
customers.
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CONCLUSION
The survey was concerned with the fact of finding out the satisfaction enjoyed
by the customers of Blue star Air-conditioned the several areas in the Bellary
city. The survey was subjected to the satisfaction among the customers of Blue
star Air-conditioned. Mainly the family comprising of 2-4 members are using
Bluestar Air conditioner..
The survey was subjected to average monthly income of the customers of
Blue star Air conditioner.The survey was subjected to the period and
frequency of usage of a Blue star Air conditioner.
Executive elite model of Blue star Air conditioner is more popular.
The product successfully meets the expectation of the consumers and brings
in consumer delight.
For any product to be successful to be successful the after sales service plays
a very important role. Our findings clearly indicate the satisfaction level
among the customers using Blue star Air conditioner. Popularity of the
product not only depends on the quality of the product and the service
provided after sales but also the economies involved with it. Our findings are
clear indicators that pricing of the product are set to high; with a reasonable
% finding it affordable.
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BIBLIOGRAPHY
1. Customer Behavior : Leon. G. Sehiffman
Leslie Lozar Kanuk
2. Customer Behavior : Suja R. Nair
3. Website : www.Bluestarindia.com
Received information from internet and magazines.
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QUESTIONNAIRE
Respected sir/madam
I SYED MD VIKHAS student of BBC COLLEGE, Bellary
studying B.B.M 6th semester as a part of my study. I have undertaken project
work on “Customer Satisfaction towards BLUE STAR Air Conditioner”.
BELLARY
“Your co-operation is highly solicited”
Name:
Address:
Tel No:
1. Occupations
1. Business man 2. Professional
2. Executive 4. Self employee
5. Others
2. Monthly Salary
1. 5000-10000 2. 10000-15000
3. 15000-20000 4. 20000-25000
5. above 25000
3. Which are the various promotional instruments influencing the consumer
buying behavior?
1. Advertisement and publicity 2. Gift offers

3. Price reduction 3. Nature and packing
5. Free samples with other products 6. Other factors
4. Which model of “blue star air conditioner” are you using?

1. Split air conditioner
2. Central air conditioner
3. Cassette air conditioner
5. Are you fully satisfied with blue star air conditioner?
1. Yes 2. No
6. Are you satisfied with after sales service of blue star air conditioner?
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1. Highly satisfied 2.Satisfied

2. Dissatisfied 4.Highly dissatisfied
7. What is your opinion about the pricing of a blue star air conditioner as compare
to other companies?
1. Higher
2. Reasonable
3. Lower
8. Would you recommend your friend and relatives to purchase blue star air
conditioner?
1. Definitely would 2. Probably would
3. Probably not 4. Definitely not
9. Are you aware of the other products offered by the company?

1. Yes 2. No
10. Any suggestion regarding Blue Star Air-conditions

Yes, my feed back about blue star is, it is very good in cooling and services. It
gives customer satisfaction to consumers. It has reasonable price and provides the
realible market prices to consumers
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Syed Blue

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Customer Satisfaction Towards Blue Star Air Conditioner

3 DATA ANALYSIS AND INTERPRETATION

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 STATEMENT OF THE PROBLEM

 SCOPE OF THE STUDY

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

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

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

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Blue Star manufactures and markets a wide range of air-conditioning and

The company has manufacturing facilities at Thane, Dadra, Barouche and

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1. The primary objective of the study is to determine the satisfaction

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SCOPE OF THE STUDY

1. The study is mainly concerned with the discovery and analysis of

LIMITATIONS OF THE STUDY

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In the 17th century, CornelisDrebbel demonstrated "turning summer into winter"

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In 1758, Benjamin Franklin and John Hadley, a chemistry professor at Cambridge

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Designed to improve manufacturing process control in a printing plant, Carrier's

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using it in a patent claim he filed that year as an analogue to "water conditioning",

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

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

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with Al Shirawi in Dubai and went on to execute some outstanding projects in

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

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In 2010, the company strengthened its electro-mechanical projects business

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Cassette Air-conditioningWindow a.c’s

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Air-conditioning smaller spaces like individual rooms in an office or residence. As

TOOLS AND TECHNIQUES OF DATA COLLECTION:

1. Analysis takes place soon after the collection of data.

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4. Pictorial representation of information is given by using different types of

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Blue Star is founded on five core values:

1. Relentless pursuit of customer satisfaction

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SWOT ANALYSIS OF THE BLUE STAR COMPANY

Only Blue Star manufactures open-type centrifugal chillers with ozone

Considered as premium brand so middle class people think it is unaffordable.

Low qualities resulting in exports prices being non competitive.

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THEORETICAL FRAME WORK

Satisfaction is a person’s feeling of pleasure of disappointment resulting from

As this definition makes clear, satisfaction is a function of perceived

The key to generating high customer loyalty is to deliver high customer

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In addition to tracking customer value expectations and satisfactions,