PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of “MARKETING STRATEGIES OF TOP FIVE BRANDS OF AIR
CONDITIONAR”. the whole business organization and its ultimate objective concern
for marketing must penetrate all areas of the enterprise. Market survey in today’s
competitive world is a must for every organization.

This project is a study of. The rational behind this particular study is to find out
the present market scenario of various brands & to find out the corporate need and
perception. It was a pleasurable experience to conduct a research on behalf of TOP
FIVE BRANDS OF AIR CONDITIONAR. pertaining to the study of the Chocolate Sector.

Conclusion and there by recommendation has been arrived at by proper and

justified interpretation of the result derived from the above said analytical tools and
techniques.

~1~
 ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to
get support from a large number o persons. I wish to express my deep sense of gratitude to
all those who generously helped in successful completion of this report by sharing their
invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected , Head of

Department Dr.Pramesh Gautam, Miss Amarta Rao, Department of Business
Management , Swami Vivekanand Institute of Technology, College Sagar for allowing me to
undertake this project.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of Miss Amarta Rao He rendered me all possible help me guidance while
reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all
those whose encouragement has infused courage in me to complete to work successfully.

(Montu Singh Lodhi)

B.B.A IInd Sem.

~2~
 DELCLARATION BY THE CANDIDATE
Date :

I declare that the project report titled " TOP FIVE BRANDS OF AIR CONDITIONAR

" on Market Segmentation is nay own work conducted under the supervision of Miss

Amarta Rao Department of Business Management , Swami Vivekanand Institute of

Technology, College Sagar To the best of my knowledge the report does not contain any

work , which has been submitted for the award of any degree , anywhere.

(Montu Singh Lodhi)

B.B.A IInd Sem.

~3~
 CERTIFICATE

The project report titled " MARKETING STRATEGIES OF TOP FIVE

BRANDS OF AIR CONDITIONAR " been prepared by Mr. Montu Singh Lodhi BBA II nd

Semester , under the guidance and supervision of Miss Amarta Rao for the partial

fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

~4~
 CONTENTS

PAGE
TOPIC NO.
TITLE

1. Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of A.C

6. History of Air conditioner

7. Scope of the Study

8. Limitation of the Study

9. Research Methodology

10 Market Segmentation

11 Company Comparison

12 Data analysis & Interpretation

13 Swot Analysis of A.C.

14 Findings

15 Suggestions & Recommendation

16 Conclusion

17 Bibliography

18 Questionnaires

INTRODUCTION

When you're in the market for new cooling products, it pays to learn all you can about them
first. With the proper facts in hand, you can make choices that will save you money and help
protect the environment.

~5~
The EnerGuide rating and ENERGY STAR® symbol can help you identify the most energy-
efficient products available in Canada.

In summer, high relative humidity, elevated air temperatures and bright sunshine can
combine to produce an uncomfortable indoor environment. Air conditioning can provide
comfort for occupants by lowering both the air temperature and the humidity level in the
home.

There are three main options available:

 central air conditioners

 heat pumps

 room air conditioners

Central air conditioners cool only while and heat pumps also provide heat in winter. Central
air conditioners and heat pumps are used to cool an entire living area. Central air
conditioners cool only while heat pumps also provide heat in winter. Room air conditioners
can effectively cool up to three rooms at low cost, and can be installed with minimum effort.

Before you decide what to buy, ask yourself if the whole house must be air-conditioned or if
your needs would be satisfied by cooling one or two rooms. The answer will determine which
type of air conditioner would be more appropriate.

While your basic choice will be between central air conditioners and room air conditioners,
there are several different kinds within each type. The most common are listed here, but
there are other designs and larger sizes.

Central Air Conditioner Types

Single-package unit

A single-package unit contains all the components and generally mounts through the wall or
on the roof. Ducting to and from the unit conveys air to and from the rooms. This type is not
commonly used in residential applications.

Split-system unit

A split-system unit consists of indoor and outdoor sections. The indoor heat exchanger, or
coil, mounts above the furnace, inside the ducting. The outdoor section contains the
remaining components, and the two sections are joined by refrigerant lines connecting the
indoor coil to the refrigeration components in the outdoor section.

Mini-split and multi-split units

Mini-split and multi-split units are split systems but contain more than one indoor coil
connected to one outdoor unit. They have many indoor units. Because they do not require
ductwork, they are ideal for new additions to homes. The indoor section simply mounts on an
inside wall, the ceiling or the floor. The outdoor and indoor units generally have a very slim
profile compared to conventional split-systems.

~6~
Small-duct high-velocity units

Small-duct high-velocity units are central air conditioners distribute air through plastic pipes
in partition walls to outlets and inlets. These units can be retrofitted in homes with electric or
hydronic baseboard heating that have no ductwork.

Overview of the Company

We pride ourselves in giving honest and accurate advice whether buying, hiring or installing

air conditioning products.  Our air conditioning service is comprehensive, efficient, fast and
competitive.  We cover residential, commercial, industrial, Military and Emergency air
conditioner.  Our friendly expert staff welcome the opportunity to discuss your requirements

~7~
in a ‘jargon free’ manner. Our product range includes Portable Air Conditioners, Fixed Air
Conditioners, Fitted Air Conditioning Systems, Air Conditioning Units and Air Purifiers.
We are best known for having the largest fleet of Portable Air Conditioners for Sale or
for Hire in the United Kingdom. If you require an air conditioner we will have one to suit your
requirements. 

We are able to deliver any of our portable air conditioning units within a 50 mile radius of

London within 4 hours and are able to offer same / next day delivery (the choice is yours!) to
all other areas. We have an enviable Customer List including many of the UK's major blue
chip companies and Government Departments and Local Authorities. However, as
impressive as our list might appear, it may give you the impression that we are very
expensive! Nothing could be further from reality. The vast majority of the large, and often
very small, contacts we undertake are generally won against other competitive quotations.
So let us prove ourselves to you and your company and we hope you join our Customer
List! Our air conditioning hire service operates 24/7.  Our response time is generally within
4hrs. We also offer ongoing air conditioning maintenance contracts at very reasonable cost. 

Regular air conditioner maintenance is a paramount consideration if your fixed air

conditioning system is located in a strategic room, for example, a server room.  So often our
air conditioning maintenance team is called out to a server room where both the main air
conditioner and its back-up have failed.  More often than not the main reason for the failure
is the very fact that theair conditioning systems had not been serviced, in some cases, for
many years.  For many companies the breakdown of aserver room air conditioner and the
subsequent failure of the servers that depend on them can run into the hundreds of
thousands of pounds.  We very strongly suggest that air conditioning servicing should be
very much a priority for any company who is exceptionally reliant upon their servers
continued operation. In the unlikely event that your aircon systems develop a major fault,
then air conditioner hire is the way forward as an emergency solution. We have the largest
fleet available for air conditioner hire in the UK.

Air conditioning maintenance contracts are available at what is really very little cost and
should form part and parcel of any company’s Plan Preventive Maintenance Program and
again we cannot stress that air conditioner maintenance ought to form part of any potential
damage limitation exercise.  Whilst the majority of our air conditioning maintenance contracts
allow for a twice a year visit, an air conditioner in a strategic server room ought to be
serviced four times a year.  If you do suffer an air conditioner breakdown, more often than
not we will be able to send one of our specialist air conditioning breakdown teams to your
offices within 24hrs.  If you have an Air Conditioning service contract with us then, more
often than not, we should be able to repair the breakdown within 4 hours.  Some of our
larger customers subscribe to our Diamond Air Conditioning Repair Service ensuring that we
will arrive at your offices within 2 hours (this service is only available within the M25) 24hrs a
day.

History

The idea of air conditioning started before a machine was created to produce the cooling
effect desired. The first attempt at building an air conditioner was made by Dr. John Gorrie
(1803-1855), an American physician, in Apalachicola, Florida. During his practice there in
the 1830s, Dr. Gorrie creating an ice-making machine that essentially blew air over a bucket
of ice for cooling hospital rooms of patients suffering from malaria and yellow fever.

~8~
In 1881, when President James Garfield was dying, naval engineers constructed a box-like
structure containing cloths saturated with melted ice water, where a fan blew hot air
overhead. This contraption was able to lower a room by 20 degrees Fahrenheit but
consumed half a million pounds of ice in two months' time.

A close ancestor to the modern air conditioner units was first made in 1902 by an American
engineer by the name of Willis Carrier. The machine at that time was called "Apparatus for
Treating Air" and was built for the Sackett-Wilhelms Lithographing and Publishing Co. in
Brooklyn, New York. Chilled coils were used in the machine to cool air and lower humidity to
55%, although the apparatus was made with enough precision that the humidity level
desired was adjustable.

After the invention by Carrier, air conditioners began to bloom. They first hit the industrial
buildings such as printing plants, textile mills, pharmaceutical manufacturers, and a few
hospitals. The first air-conditioned home was that of Charles Gates, son of gambler John
"Bet a Million" Gates, in Minneapolis in 1914. However, during the first wave of their
installation, Carrier's air conditioner units were large, expensive, and dangerous due to the
toxic ammonia that was used as coolant.

In 1922, Carrier had two breakthroughs - he replaced the ammonia with the benign coolant
dielene and added a central compressor to reduce the size of the unit. The next advance
was when Carrier sold his invention to movie-theater operators, with a notable debut in 1925
at the Rivoli on Broadway in New York City. In a short amount of time, air conditioners were
installed in office buildings, department stores and railroad cars. The United States House of
Representatives had air conditioners installed in 1928, with the Senate, White House and
Supreme Court following suit in the years after. After World War II, window units air
conditioners appeared, with sales escalating from 74,000 in 1948 to 1,045,000 in 1953.

Today, air conditioners have been said to be a partial cause for the changes in the South,
and for most of us who have experienced its cooling benefits in times of searing heat waves,
it is an invention that is hard to live without.

THE MEGA BRAND SAMSUNG :

From Wikipedia, the free encyclopedia

~9~
Samsung Electronics (SEC, Korean: 삼성전자,
 KRX: 005930, KRX: 005935,LSE: SMSN, LSE: SMSD) is a South
Korean multinational electronics and information technology company headquartered
in Samsung Town, Seoul.[1][2] It is the flagship subsidiary of the Samsung Group. With
assembly plants and sales networks in 65 countries across the world, Samsung has as
many as 200,000 employees.[5]

In 2009, the company took the position of the world’s biggest IT maker by surpassing the
previous leader Hewlett-Packard.[6] Its sales revenue in the areas of LCD and LED displays
andcomputer chips is number one in the world.[7]

In the TV segment, Samsung’s market position is dominant. For the four years since 2006,
the company has been in the top spot in terms of the number of TVs sold, which is expected
to continue in 2010 and beyond. In the global LCD panel market, the company has kept the
leading position for eight years in a row.[8]

With the Galaxy S model mobile phone, Samsung’s smartphone lineup has retained the

second-best slot in the world market for some time.[9] In competition to Apple's iPad tablet,
Samsung released the Android powered Samsung Galaxy Tablet[10], despite Samsung
manufacturing the iPad's CPU.

History

Samsung Group headquarters atSamsung Town, Seoul.

Samsung Electronics was founded in 1969[11] in Daegu, South Korea as Samsung Electric

Industries, originally manufacturing electronic appliances such as TVs, calculators,
refrigerators, air conditioners and washers. By 1981, the company had manufactured over
10 million black and white TVs. In 1988, it merged with Samsung Semiconductor &
Communications.

It is noteworthy that Samsung Electronics has grown in leaps and bounds in a business
notorious for cyclical fluctuations. Founded in 1938 as a food processing and textile
purveyor, the parent group entered the electronic business as late as in 1969 when it
created under its wings an electronic component subsidiary. It was a decision made after
considering the fast-growing domestic demand for electronic goods.

~ 10 ~
Just one year after its founding, the Samsung Group established in 1970 another subsidiary
Samsung-NEC jointly with Japan’s NEC Corp. to manufacture electric home appliances and
audio-visual devices. In 1974, it expanded into the semiconductor business by acquiring
Korea Semiconductor, one of the first chip-making facilities in the country at the time. It was
soon followed by the 1980 acquisition of Korea Telecommunications, an electronic switching
system producer.

In February 1983, Samsung’s founder Lee Byung-chull made an epoch-making

announcement, dubbed the “Tokyo declaration,” that his company would enter
the DRAM (dynamic random access memory) business. And only one year after the
declaration did Samsung became the third company in the world that developed the
64k DRAM after the United States and Japanese predecessors. The march from then
onward as the pioneer in the memory chip-making industry has continued to this day for
almost three decades.

Although Samsung Electronics was already one of the biggest companies in Korea as early
as the 1990s, it now is by far the most important company with unrivaled influence on the
economy through a large network of supplier and partner companies as well as through its
own revenue-generating power. Since the onset of the 1997 Asian financial crisis, the
company has become more powerful: While most other high-tech companies were hit by
cash-flow problems after the crisis, Samsung could avoid financial difficulties by broad-
based structural reforms.

After the crisis subsided, Samsung emerged as a global corporation. For four consecutive
years from 2000 to 2003, it posted more than 5-percent net earnings when 16 large
conglomerates out of 30 top companies of the nation went out of business in the wake of the
unprecedented crisis.[12] [13]

On 2009 and 2010, the US and EU fined Samsung Electronics with 8 other memory chip
makers for its part in a price fixing scheme from 1999 to 2002. Other companies fined
included Infineon Technologies, Elpida Memory (Hitachi and NEC) and Micron Technology.
In December 2010, The EU granted immunity to Samsung Electronics for its part in
informing on other members (LG Display, AU Optronics, Chimei InnoLux, Chunghwa Picture
Tubes and HannStar Display) of a price fixing scheme.[19][20]

On April 2011, Samsung Electronics Co. have sold their HDD commercial operation

to Seagate Technology for about $1.4 billion with payment of 45.2 million of (Samsung-
Seagate) shares (9.6 percent of shares) with value of $687.5 million and the rest will be paid
in Cash.[21]

~ 11 ~
LG Corp
LG Corp. (Korean: LG 법인) is the second-
largest South Korean conglomerate company
following Samsung, and it is headquartered in the
LG Twin Towers in Yeouido-
dong,Yeongdeungpo-gu, Seoul.[3] LG
produces electronics, chemicals, and
telecommunications products and operates
subsidiaries like LG Electronics, LG Display, LG
Telecom and LG Chemin over 80 count ries.

History

LG Corp. founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp. in 1947.[4] In
1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became the first Korean company
to enter the plastics industry. As the company expanded its plastics business, it
established GoldStarCo., Ltd., (currently LG Electronics Inc.) in 1958. Both companies Lucky
and Goldstar merged and formed Lucky-Goldstar.

Goldstar produced South Korea's first radio. Many consumer electronics were sold under the
brand name GoldStar, while some other household products (not available outside South
Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its line of
hygiene products such as soaps and HiTi laundry detergents, but most associated with its
Lucky and Perioe toothpaste.

In 1995, to better compete in the Western market, the Lucky-Goldstar was renamed "LG",
the abbreviation of "Lucky-Goldstar". More recently, the company associates the letters LG
with the company tagline "Life's Good" This tagline came from Australia, where many of the
products are tested first by LG. Since 2009, LG also owns the domain name LG.com.[5]

In 1996 LG formed a joint venture with IBM.This joint venture was later terminated.[6]

On 1 April 2000, LG Chemical was split into three separate companies, namely LGCI, LG
Chem and LG Household & Health Care. Later, in July 2007, LG Chem merged with LG
Petrochemical[7]

Since 2001 LG has two joint ventures with Royal Philips Electronics: LG Philips
Display andLG.Philips LCD, but Philips sold off its shares in late 2008.[8] In 2005, LG entered
into a joint venture with Nortel Networks, creating LG-Nortel Co. Ltd.

LG has a joint venture with Hitachi, Hitachi-LG Data Storage, which makes optical data

storage devices like DVD-ROM drives, CD writers, etc. LG acquired American
television manufacturing company Zenith in 1999.

~ 12 ~
LG has owned the LG Twins baseball club in Seoul, South Korea since 1989.

The stocks are separated into four parts, 52% are owned by the CEO, 22% are distributed
and the other 26% are owned by the next generation CEO who's currently attending a
university in Orlando, Florida getting her degree in business and Recording Arts.[clarification needed]

The company logo of LG features the letters “L” and “G”, presented in the form of a smiling
human face.[9]

Commodore Business Machines, rebranded products of GoldStar, Philips, Magnavox mostly

monitor displays.[clarification needed][citation needed]

Associated companies

 GS Group
 LS Group

 LIG Group

Introduction

Voltas Ltd is a Tata group company. They held 27.3% stake at end of Dec06. Voltas’ main
business has been air conditioning and refrigeration. Over the period, it has been
transformed into an engineering company with central skill being in the area of air
conditioning and refrigeration. Today’s Voltas is a global air conditioning & engineering
services company. It now has three main business

segments:

1. Electro-Mechanical Projects & Services (EMPS)

2. Engineering Products & Services (EPS)

3. Unitary Cooling Products for comfort & commercial use (UCP)

Business Segment wise Revenues & Earnings Profile

Electro-Mechanical Projects & Services (EMPS)

Voltas has been in the business of providing Heating, Ventilation, Central Air-Conditioning &

Refrigeration solutions to commercial buildings & complexes. This business is popularly

known as HVACR. Lately and especially in the Middle East & South East Asia, it has
expanded this business from HVACR to EMPS. Besides HVACR, EMPS also includes
providing electrical system, building management system, lift management system, security
system, information management system, etc. These solutions are provided on turnkey
basis. Voltas manufactures key equipments like Central AC plants, Chillers, Commercial air
conditioners & refrigerators required for these projects. Other equipments are procured

~ 13 ~
from outside. In India, it mainly executes HVACR projects, as EMPS concept has not yet
taken off in India. International projects are mainly EMPS projects. It has executed projects
in over 30 countries. It’s India’s largest exporter in the field of Electro-Mechanical. Blue Star,
Carrier Aircon, and ETA are major competitors in India. Voltas has 25% market share in the
domestic market in this business. For international projects, it competes with many other
players. In this business, Voltas is currently executing projects in India and the Middle East
with total order book size of Rs.24bn. It customers are from diverse sectors such as
Airports, Malls, Hotels, large commercial and residential projects, IT & ITES, and Hospitals.
It also provides maintenance services to smaller projects. Large projects arrange for the
maintenance on their own.

Some of the projects that Voltas executed in India are:

• Magarpatta Cybercity, Pune

• Saifee Hospital, Mumbai

• ITC Hotel, Mumbai

• Ambi Mall, delhi

• TCS Office Complex, Hyderabad

Some of its international projects:

• Conference Palace Hotel, Abu Dhabi - EMPS

• Mall of Emirates, Dubai, UAE - HVAC

• New Hong Kong International Airport, World’s largest passenger terminal (1995)

• Changi Water Reclamation Project, Singapore – EMPS (completed in QE Mar07)

Engineering Products & Services (EPS)

In this segment, Voltas is largely a distributor of engineering & capital equipments for which
it gets sales commission. It also provides repairs & maintenance service in case of major
breakdowns. As it is largely a commission & service revenue business, apparent revenues
are lower and apparent margins are very high. At present, this segment contributes over
half of Voltas’ operating profit. It represents over 40 manufacturers from across the globe
for:

• Textile machineries

• Machine tools

• Mining & construction equipments

~ 14 ~
• Material handling equipments

Voltas offers total solutions from concept to commissioning, training and maintenance. It
operates as a product support arm for principal manufacturers. Textile Machineries It
distributes spinning, knitting, and weaving machineries & accessories. In spinning, it
represents LMW group and has over 60% market share. Voltas does 75% of LMW’s sales,
balance is done by LMW group co Super Sales. Voltas makes 4% commission on these
sales. In knitting & weaving, it Impetus Advisors -Company Research: Voltas Ltd
Page 4 of 14 represents Terrot, Germany and Heliot, France. Some of its competitors are
Kirloskar Toyota (ring frames for spinning) and India Card Clothing (carding equipment for
spinning).

Machine tools

It represents 11 manufacturers from India, Germany, Switzerland, and Japan. It is one of the

leading machine tools suppliers in India mainly for automotive segment. It recently added
food processing equipments in the range. Mining & construction equipments Voltas
represents seven manufacturers from the US, Switzerland, Australia, the UK, and Korea.
Coal India is its major customer for mining equipments. In this business, it competes with
companies like BEML, L&T, and Ingersoll Rand. Voltas is market leader in Mobile Crushers
for road construction.

Material handling equipments

It represents three principals from Sweden, Germany, and France and sells mainly to
automobile segment. In this business, it also does manufacturing of Forklift Trucks and is
now amongst the largest manufacturers of forklift trucks with 36% market share in India.
Godrej is a major competitor in Forklifts. Unitary Cooling Products for comfort & commercial
use (UCP) This business segment involves marketing & distribution of branded air
conditioners (Window ACs, Split ACs, Specialized ACs) commercial refrigerators, water
coolers, and water dispensers for use in residences, offices and other commercial
establishments. It imports some of its products for sale in India and also exports some of the
products that it makes here. Voltas is market leader in water coolers, commercial freezers &
coolers. It supplies deep freezers, visi-coolers, chest freezers and other commercial cooling
systems under Coldcel brand to customers like Pepsi, Nestle, Cadbury, Mother Dairy, and
Amul. It manufactures water coolers, dispensers and

commercial refrigerators itself.

It has second highest market share of 16% in Room ACs (Window+splits). LG has the
highest market share in RACs. RACs are manufactured by Universal Comfort Products Pvt
Ltd, a joint venture between Voltas and Fedders International Inc, USA. The JV is a
manufacturing-only JV and entire production is marketed and distributed by Voltas. Fedders

~ 15 ~
International is, however, moving out of small tonnage ACs and therefore there is a
possibility of Voltas buying Fedders out in the JV. RACs business is a seasonal business
with most of the sales taking place prior to or during summers. However, the impact of
seasonality is diminishing with change in climatic conditions, construction boom, shift from
WACs to Splits, and growing share of commercial & office segment. Voltas had a presence
in domestic refrigerators also. It, however, exited this business in Jun-06 by closing down its
refrigerator plant at Hyderabad by offering VRS to all the employees there. This plant also
used to make commercial refrigerators and water coolers. Voltas has shifted manufacturing
of these to a new unit in Pant Nagar, Uttaranchal. Domestic refrigerator business is
intensely competitive with huge over capacity. Voltas has been making significant losses in
this

Voltas Air conditioning is the removal of heat from indoor air for thermal comfort.

In another sense, the term can refer to any form of cooling, heating, ventilation,
or disinfection that modifies the condition of air.[1] An air conditioner (often referred to as AC
or air con.) is an appliance, system, or machine designed to stabilise the air temperature and
humidity within an area (used for cooling as well as heating depending on the air properties
at a given time), typically using a refrigeration cycle but sometimes using evaporation,
commonly for comfort cooling in buildings and motor vehicles.
History

The concept of air conditioning is known to have been applied in Ancient Rome,
where aqueduct water was circulated through the walls of certain houses to cool them.
Similar techniques in medieval Persia involved the use of cisterns and wind towers to cool
buildings during the hot season. Modern air conditioning emerged from advances
in chemistry during the 19th century, and the first large-scale electrical air conditioning was
invented and used in 1902 by Willis Haviland Carrier.

The 2nd-century Chinese inventor Ding Huane (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.
[2]
 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.
[3]
 During the subsequent Song Dynasty (960–1279), written sources mentioned the air
conditioning rotary fan as even more widely used.[4]

In the 17th century, Cornelius Drebbel demonstrated "turning Summer into Winter"

for James I of England by adding salt to water.[5]

~ 16 ~
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 7°F while the ambient temperature was 65°F.
Franklin noted that soon after they passed the freezing point of water (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 7°F. Franklin concluded, "From
this experiment, one may see the possibility of freezing a man to death on a warm summer's
day".[6]

In 1820, British scientist and inventor Michael Faraday discovered that compressing and

liquefying ammonia could chill air when the liquefied ammonia was allowed to evaporate. In
1842, Florida physician John Gorrie used compressor technology to create ice, which he
used to cool air for his patients in his hospital in Apalachicola, Florida.[7] He hoped eventually
to use his ice-making machine to regulate the temperature of buildings. He even envisioned
centralized air conditioning that could cool entire cities.[8] Though his prototype leaked and
performed irregularly, Gorrie was granted a patent in 1851 for his ice-making machine. His
hopes for its success vanished soon afterwards when his chief financial backer died; Gorrie
did not get the money he needed to develop the machine. According to his biographer,
Vivian M. Sherlock, he blamed the "Ice King", Frederic Tudor, for his failure, suspecting that
Tudor had launched a smear campaign against his invention. Dr. Gorrie died impoverished
in 1855 and the idea of air conditioning faded away for 50 years.

In 1902, the first modern electrical air conditioning unit was invented by Willis Haviland
Carrier in Buffalo, New York. After graduating fromCornell University, Carrier, a native
of Angola, New York, found a job at the Buffalo Forge Company. While there, Carrier began
experimentation 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 were to
help maintain consistent paper dimensions and ink alignment. Later, Carrier's technology

~ 17 ~
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", 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 change 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. This
evaporation of water in air, to provide a cooling effect, is now known as evaporative cooling.

The first air conditioners and refrigerators employed toxic or flammable gases, such

as ammonia, methyl chloride, and propane, that could result in fatal accidents when they
leaked. Thomas Midgley, Jr. created the first chlorofluorocarbon gas, Freon, in 1928.

Freon is a trademark name owned by DuPont for any Chlorofluorocarbon (CFC),

Hydrogenated CFC (HCFC), or Hydrofluorocarbon (HFC) refrigerant, the name of each
including a number indicating molecular composition (R-11, R-12, R-22, R-134A). The blend
most used in direct-expansion home and building comfort cooling is an HCFC known as R-
22. It is to be phased out for use in new equipment by 2010 and completely discontinued by
2020.

R-12 was the most common blend used in automobiles in the US until 1994 when most
changed to R-134A. R-11 and R-12 are no longer manufactured in the US for this type of
application, the only source for air conditioning purchase being the cleaned and purified gas
recovered from other air conditioner systems. Several non-ozone depleting refrigerants have
been developed as alternatives, including R-410A, invented by Honeywell (formerly
AlliedSignal) in Buffalo, and sold under the Genetron (R) AZ-20 name. It was first
commercially used by Carrier under the brand name Puron.

Innovation in air conditioning technologies continues, with much recent emphasis placed on
energy efficiency, and on improving indoor air quality. Reducing climate change impact is an
important area of innovation, because in addition to greenhouse gas emissions associated
with energy use, CFCs, HCFCs and HFCs are, themselves, potent greenhouse gases when
leaked to the atmosphere. For example, R-22 (also known as HCFC-22) has a global
warming potential about 1,800 times higher than CO2.[9] As an alternative to conventional
refrigerants, natural alternatives like CO2 (R-744) have been proposed.[10]

here was a time back, hair was an expression of maturity and dignity. Then came the sixties
and beards associated with the waste and the hippie culture. We hippies destruction

~ 18 ~
adjacent to accompany some of our best hippies got, but in the Sixties, the Code at any time
saw the bristlesas an attribute of the skill or expertise.

SHAVER PRODUCT

However, now that is changing. In this day and age, which is absolutely a professional? How
do we determine success? Visitors to the millionaires who made their fortunes take back to
2000. Children in our younger days to become rich and famous to agree to pull up some
video of air conditioning on YouTube. The child you see at Starbucks mohawked consistent
with the ability Ramones shirt decisive six skilledAbstracts in recognition arm is running a
business. To keep the old bouncer aggressively in this economy, they acknowledge that the
inclusion of Alfresco expect the box, because now everyone can be a millionaire if they
appear with the same idea.

Philips Air conditioner

What to look for a detour, used correctly bristles administration says, "I am a professional, I
qualified, I got this job seriously prey. But, I can wait outside the area, are creative and I can
not accept the nomination of some fun
Christmas deal to date a stick in the mud.
"

Bristles with a Norelco trimmer, you can

use the visitors said about most of the
performance because it takes anniversary tomorrow barber, also below. Simply place the
bristles Norelco trimmer on the width of your appetite and go about your bristles with him,
and so on, make a cut in analogy with bristles to have confidence in the apple you're a pro,
but that is not compliant, some T-Shirtno power of humor.

Not everyone is a benefit to the richly abundant abundant beard, you know. Some guys can
not abundant in a goatee, while others do not like that abound. If you're one of them, who
have won abiogenetic effects and can be a variety of richly ZZ Top, if you go, how advanced
and one of the boys bristles actively Band Wagon, and none of them jump on a year from
now after every new thing I know that the air conditioning.

~ 19 ~
 OBJECTIVES OF THE STUDY:

1. To get familiar with their marketing strategies separately.

2. To view the segments being targeted by these brands in the market.

3. Up to what extent do the public respond to their products?

~ 20 ~
 4. To prepare a marketing plan for any brand that is planning to enter the India

A.C..

5. To be a relevant guide for any brand launch in India.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the

topic was kept in mind. Nevertheless, despite of fact constraints were at play during the

formulation of this project. The main limitations are as follows:

~ 21 ~
 Due to limitation of time only few people were selected for the study. So the sample of

consumers was not enough to generalize the findings of the study.

 The main source of data for the study was primary data with the help of self-administered

questionnaires. Hence, the chances of unbiased information are less.

 People were hesitant to disclose the true facts.

 The chance of biased response can’t be eliminated though all necessary steps were taken

to avoid the same.

RESEARCH METHODOLOGY

This book is designed specifically for students who do not have any previous experience or
knowledge of research and Research Methodology. This practical step-by-step approach
provides students with a strong framework of methods and procedures used in both
quantitative and qualitative research covering the different concepts through the use of

~ 22 ~
 simple examples and providing theoretical knowledge in a simple to complex progression.
This clear and concise text focuses on developing research skills in student through
providing qualitative and quantitative approaches in an integrated manner. The writing style
provides clear guidance through each section to simplify understanding of the normally
complex area.

Features

 Eight step model provides students with a strong content framework and

this practical step-by-step method gives clear guidance as to what is in each section
 Clear and concise writing style provides guidance through each section to simplify
understanding of this normally complex area.
 Combines both qualitative and quantitative research ensuring that a student is
exposed to both research types at the same time.
 NEW The paradigms of research have been expanded to present integrated
methods andprocedures that constitute the core of quantitative and qualitative research
using field examples.

About the Author

Dr Ranjit Kumar taught at Curtin University for 28 years. He has recently set up his own
research consultancy in Western Australia.

Table Of Contents

 Research: a way of thinking

 The research process: a quick glance
 Formulating a research problem
 Reviewing the literature
 Formulating a research problem
 Identifying variables
 Constructing hypotheses
 Conceptualising a research design
 The research design
 Selecting a study design
 Constructing an instrument for data collection
 Selecting a method of data collection
 Collecting data using attitudinal scales
 Establishing the validity and reliability of a research instrument
 Selecting a sample
 Sampling
 Writing a research proposal
 Writing a research proposal
 Collecting data
 Considering ethical issues in data collection
 Processing data

~ 23 ~
 Processing
 Displaying data
 Writing a research report
 Writing a research report
 Application of research in evaluation
 Research methodology and practice evaluation

RECOMMENDED MARKETING STRATEGY DESIGN

The study is based on the comparison of marketing strategies applied in LG. and Dawlance.
In this study, the main focus to see the effectiveness of the marketing strategies applied by
both the companies — Dawlance and LG, for selling their products particularly Refrigerators.

Just to understand the marketing strategies in general and refrigeration market in particular,
one should know that what marketing strategies ought to be? Who are the main players in

~ 24 ~
the market? What kind of other products do they produce? How do they promote and supply
their products? What type of competition is going on in the market? And finally what are the
marketing strategies being applied by both the companies? These are the questions to be
addressed, but the main theme is the marketing strategies of Dawlance and LG
Refrigerators. This paper is mainly divided in to four sections.

The first section deals with the marketing strategies in general. The second section focuses
on the main players of Refrigerators in the Pakistan market. The third section sheds light
upon the marketing strategies of Dawlance and L.G. Though the marketing strategies of all
the products may be the same. But mainly it has been focused on the refrigerator marketing
strategies here. Finally, the paper is concluded in the last section.

All the information that is presented in this paper has been acquired and extracted from
various primary and secondary sources. In this study, best possible efforts have been made
to collect the correct and uncovered information. For this, the information has been collected
by both primary and secondary sources. Primary data is based on the interviews from the
top officials of both the companies based on the semi-structured questionnaire. The
secondary data is based on the published reports and Internet.

1. MARKETING STRATEGIES IN GENERAL

Fluctuating customer requirements and competitive forces are putting more pressure on
marketing and are demanding superior marketing strategy and tactical execution. The cycle
time from product creation, to product launch, for a winning go-to-market strategy, leaves no
margin for error.

Marketing puts the customer at the center of the organization. The organizations, which do
so, reap the profits. The idle marketing ought to be or the key steps to a successful strategy
can be summarized as:

1.1 BE CLEAR ABOUT MISSION

The common, customer-orientated thread running through all the activities of the
organization and how we define the kind of market oriented organization we want to be.

1.2 MARKETING RESEARCH

In marketing strategy some one should do know about the marketing potential for his the
product and should find out through research that:

DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Air conditioner

~ 25 ~
The primary analysis found that “Price off” is the best sales promotion schemes offered on
Air conditioner (40% of the retailers agreed on this). “Product Bundling” was the next best
with 30% of the retailers in favour of the same.

S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC ENTA GE 20
15
10
5
0
P r ic e o f f P ro d u ct C a sh C ro ss P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration
40

30 25%
15%
20

10

0
15 Days – 1 Month – More than

1 Month 3 Month - 3 months

Theprimary analysis found that “1 month – 3 month” is the normal accepted duration of sales
promotion schemes (60% of the retailers agreed on this). “More than 3 months” was the next
best with 25% of the retailers in favour of the same

~ 26 ~
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON AIR
CONDITIONER

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%
The primary
analysis found that
“Less than 3 months” is the general perceived frequency for sales promotion schemes
offered on AIR CONDITIONER (75% of the retailers agreed on this). “3 months – 6 months”
was the next best with 20% of the retailers in favour of the same.

(4)AFFECT ON SALES OF AIR CONDITIONER DUE TO SALES PROMOTION SCHEMES

A ffe c t o n S a le s
100

80 75 %
S a le s
60

40
15 %
20 10 %
0
In c re a s e C ant say N o E ffe ct
in S a le s

The primary analysis found that sales promotion schemes offered on AIR CONDITIONER
caused an “Increase in sales” (75% of the retailers agreed on that). “Can’t say” was the next
best opinion with 15% of the retailers in favour of the same.

(5)COMMUNICATION OF SALES PROMOTION SCHEMES

~ 27 ~
 M o d e o f c o m m u n ic a tio n
fo r p ro m o tio n s c h e m e s
80
70
60
45 %
50
40 25 %
30 20 %
20 10 %
10
0
T h ro u g h S a le s T h ro u g h T h ro u g h T h ro u g h
R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n ic
M e d ia M e d ia

The primary analysis found that “Wholesalers” were the best medium of communication of
sales promotion schemes (45% of the retailers agreed on that). “Sales representatives” was
the next best with 25% of the retailers in favour of the same

(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION WITH

COMPETITOR

O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t
F re q u e n t
The
primary
analysis found that the level of servicing during sales promotion vis-à-vis competitors was
“Superior and more frequent (45% of the retailers agreed on that). “Similar and more
frequent” was the next best with 35% of the retailers in favour of the same.

(8)AFFECT OF SALES PROMOTION SCHEMES ON DIFFERENT AGE GROUP

~ 28 ~
The primary analysis found that “26-45 age group” were the most affected by sales
promotion (55% of the retailers agreed on that). “16-25 age group” was the next best with
30% of the retailers in favour of the same

(9)PROBLEMS FACED DURING & AFTER SALES PROMOTION SCHEMES

A f fe c t o f S a le s P r o m o t io n
90
80
70
60 55%
50
40 30%
30
20 15 %
10
0
16 - 2 5 26-45 46-60
A g e g ro u p

The primary analysis found that “Stock out” and “Handling problem” were major problems
faced during and after sales promotion schemes (with 45% of the retailers in favour of the
same)

P r o b le m s F a c e d
70

60
45% 45%
50

40

30

20 10%

10
0
H a n d lin g
P r o b le m S to c k o u t Im p ro p e r
in fo r m a t i o n

(10)INCENTIVES PROVIDED DURING SALES PROMOTION SCHEME

The primary analysis found that “Cash discount” is the best incentive provided during sales
promotion scheme offered on Air conditioner (55% of the retailers agreed on that). “Prizes”
was the next best with 25% of the retailers in favour of the same.

~ 29 ~
 55 55%
50
45
40
35
30 25%
25
20
15
10% 10%
10
5
0
Cash G if ts P r iz e s O t h e r s
D is c o u n t

(10)BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion schemes offered on
Air conditioner (55% of the retailers agreed on that). “Product Bundling” was the next best
with 20% of the retailers in favor of the same

~ 30 ~
 CONSUMER’S ANALYSIS
How would you rank following criterion for selecting a Air conditioner ?

T im in g C o n v e n i e n c e

90
80
70
60
50
40 25%
20% 20%
30 15%
20 5% 5% 3% 5% 2%
10
0
B r a n d P r ic e B e n e f its P r o m o t io n a l F r a g r a n c e C o lo u r P a c k a g in g W o r d o f A d v e r tis
v a lu e S chem es of S oa p of S oa p M outh em e nt

RECOLLECTION OF ANY ADVERTISEMENT OF A.C.

R e c o m m e n d a tio n

95%

10%

Yes No
MOST EFFECTIVE
MEDIUM OF SALES
PROMOTION

M e d iu m F o r P r o m o t io n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g

~ 31 ~
The primary analysis found that “Advertising” is the most effective medium for sales
promotion 30% of the consumers agreed on that). “Sales Promotion” was the next best with
30%(approx) of the consumers in favour of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons

The
primary analysis found that “Free Trial” is the most preferred promotional scheme (30% of
the consumers agreed on that). “Price Off ”, “Discount Coupons”, “Cross Promotion” was the
next best with 20%, 15%, 10% of the consumers in favour.

PERCEPTION ABOUT CHANGE IN QUALITY DURING SALES PROMOTION SCHEME

The primary analysis found that the perception about change in quality during sales
promotion scheme was “Superior” (70% of the consumers agreed on that). “No change” was
the next best with 20% of the consumers in favour of the same

P a y m e n t P re fe re n c e
70

60

50

40

30

20

10
0
S u p e rio r
N o chang e

TYPE OF IMPACT
The primary analysis found that the type of impact of sales promotion was No change in
buying behaviour” with 50% of the consumers in favour of the same.

~ 32 ~
 60
50%
50

40
30
20% 20%
20
10%
10
0
M akes yo u B u y it d u r in g C o n t in u e B u y in g No
s w it c h t o L u x S a le s P r o m o t io n e v e n a f t e r s a le s C hange
o ffe r P r o m o t io n o f f e r is
scra p e d

PROBLEMS FACED DURING SALES PROMOTION SCHEMES

The primary analysis found that “Stock Out” is the biggest problems faced during sales
promotion schemes (55% of the consumers agreed on that). “Coupons Not Encashed” was
the next best with 20% of the consumers in favour of the same.

60 55%
20% 5%
50
40

30
20 15%

10 5%
0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t Any
In fo r m a tio n R e c e iv e d E n c a s h e d O th e r

~ 33 ~
 FINDINGS

To save money and use less energy, you’ll want to buy the right air-conditioning unit for
your space. The cooling capacity of an air conditioner is measured in British thermal units, or
BTUs. Too many BTUs in a small space can waste energy, while too few won’t do the job
properly. A number of variables can affect the type of air conditioner you need, such as
windows, ceiling height, traffic and sunlight. Use this handy worksheet to collect some of the
information you’ll need to estimate the cooling capacity for your home. And for whole home
heating and cooling systems, you can call us at 1-800-HOMEDEPOT to schedule a free in-
home consultation.

o Room height: In. Ft.

o Room width: In. Ft.

o Room length: In. Ft.

 Once you’ve collected all this information

Now you’re ready to input these figures in our online calculator or you can clickhere for a
FREE in-home consultation and professional installation of a whole home heating and
cooling system. After you’re done, you’ll have a better idea of which air conditioning unit is
right for your space. Then visit The Home Depot to find quality brands you can count on,
including LG, Zenith and Everstar.
 Tips for air conditioner maintenance
A clean and well-maintained air conditioner is more efficient and can save you money. Here
are a few simple tips to keep yours running smoothly.
o Keep the filter and coils clean and replace them when necessary.
o Remove the outside housing and vacuum the interior to remove dirt, bugs and
leaves.
o Use a damp cloth to wipe the interior clean, but cover electrical parts first.
o Wash the foam filter in warm soapy water and let it dry thoroughly before
replacing it (more than one wash may be necessary).

~ 34 ~
 SUGGESTIONS AND RECOMMENDATIONS

A.C. are substances applied to the body to affect body odor caused

by bacterial growth and the smell associated with bacterial breakdown of perspiration in
armpits, feet and other areas of the body. A subgroup of A.C., antiperspirants, affect odor
as well as prevent sweating by affecting sweat glands. Antiperspirants are typically applied
to the underarms, while A.C. may also be used on feet and other areas in the form of body
sprays. In the United States, A.C. are classified and regulated as cosmetics by the U.S.
Food and Drug Administration (FDA). Antiperspirants are classified as drugs by the FDA.[1]

The first commercial Air conditioner , Mum, was introduced and patented in the late
nineteenth century by an inventor inPhiladelphia, Pennsylvania, whose name has been lost
to history.[2] The product was briefly withdrawn from the market in the U.S., [2] but is currently
available at U.S. retailers under the brand Ban. [3] The modern formulation of the
antiperspirant was patented by Jules Montenier on January 28, 1941.[4] This formulation was
first found in "Stopette" Air conditioner spray, which Time Magazine called "the best-selling
Air conditioner of the early 1950s".[5] Stopette was later eclipsed by many other brands as
the 1941 patent expired.

A small percentage of people are allergic to aluminium and may experience contact

dermatitis when exposed to aluminium containing A.C..[6] Aluminium-containing
antiperspirants are generally safe according to current research.

~ 35 ~
 CONCLUSION

The air particles are conditioned using auditory and visual response mechanisims to carry
less heat. They are shown short films on how heat ruins the world—from burning things to
allowing fat people to wear really skimpy clothing. Sensory deprivation follows, with the only
stimulation being a voice that says, ”Training good! Heat Bad!” (The film Zoolander depicted
much of this exact process).

As the particles excercise, they get hot and sweat, just like when a human being exercises
or when an American goes up a flight of steps. The heat and sweat needs to go somewhere.
This is why many air conditioning gyms (also known as air conditioning units) appear in
windows so that the particles can cool and dry sweat off.

Once conditioned to the proper standard, air is more disciplined, tidier and more confident.
Inadequately conditioned air may revert back to former habits unless given the proper
supervision.

~ 36 ~
BIBLIOGRAPHY

~ 37 ~
 http://www.Air conditioner india.com/home/index.asp

 http://images.google.co.in/images

A brand pyramid can help managers plan Theand

top analyse a brand’s
tier of the pyramididentity.
consists ofBrand
The top
brcore
theBrand tier
and
of the pyramid consists of the br and core.
core. Closely related tobrand
these :values
proposition
the core
promise
is the

 http://en.wikipedia.org/wiki/Air conditioner _plc

 http://www.Air conditioner india.com/brands/choco1.asp

. A brand
br
brand
opportunities
andextensions
stretching
extension
and
for

~ 38 ~
The parent brand
Family
is alsobrand
knownnames
as an:
 SVN INSTITUTE TECHNOLOGY OF SAGAR
CUSTOMER'S QUESTIONNAIRE
Researcher's Name : Mr. MONTU SINGH LODHI Name of Person : :___________

Class : B.B.A. IIND Sem Age : __________________

Occupation ______________
(1)Which brand of Air conditioner do you use ?
............................................................................................
(2) Is the same brand of Air conditioner used by your other family members?
If not , which brand of Air conditioner do they
use? ......................................................................................

(3) What comes in to your mind when you think about Air conditioner ?

o Air conditioner of film stars

o Nothing specific

(4) Can you recall any current advertisement of Air conditioner ?

o Yes.

o No.

o
(5) 100 points, allot the points according to your preference on the following promotional schemes?
Price off Internet

~ 39 ~
 o Out of total

o
o
Discount coupons

o
Contests

o
Scratch card

o
Cross promotion

o
Cash refund

o
Prizes
Free trial

(6) Do you perceive any change in quality of Air conditioner during the sales promotion scheme?

o Superior

o Inferior

o No change
(7) What type of impact does the sales promotion scheme on Air conditioner creates on you?

o Makes you switch to A.C.

o Buy it during sales promotion offer

o Continue buying even after sales promotion offer is scrapped

o No change in buying behavior

(8) How is the sales promotion scheme communicated to you?

o Through sales representatives

o Through print media

~ 40 ~