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Contents

Page No. 1. 2. 3. 4. Chapter 1 Introduction Chapter 2 Company Profile Chapter 3 Reserch Design Chapter 4 Summery of Findings and strategic market Intervention Conclusion 1 32 66

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5.

SYNOPSIS
Important to the perception process are the so-called key informations, which save the consumer a further search and processing of information. In general, the appearance of fruit and vegetables is the dominant criterion for consumer perception. However, in the case of tomatoes, a significant segment of the consumer population may use the information on the origin and the production method as additional information. In the apple market important information is the variety, especially in the case of familiar varieties such as Cox Orange and Booskop. If a product image is positive (negative), the consumer tends to exhibit a selective perception of the positive (negative) product properties which leads to a perception distortion and a stabilization of the positive (negative) image. Taste tests with identical tomatoes with different origin labels show that these so-called halo-effects exist in the tomato market. The taste perception of organic and/or field grown tomatoes is distorted in a positive direction, while glasshouse tomatoes demonstrate a negative halo-effect. Taste tests with apples show a positive halo-effect for the familiar varieties such as Booskop and Cox Orange. Consumer Perception Theory (CPT) illustrates and explains one method through which advertising is effective. There are two basic

concepts that need to be accepted in order for CPT to be understood: cultural filtration, perceptual reality. Cultural filtration is simply the reason that people perceive day to day life differently from one another. Each person is unique and has had a unique set of life events that shape the way they experience. An easy way of understanding cultural filtration is by comparing the cultural filter to a pair of sunglasses. When we wear tinted glasses we view the world as being the color of the lens, the same applies with our cultural filters. We gather our experiences on a wide variety of topics (politics, education, experience, vocabulary, travel, geographic location, cultural knowledge, tradition, family, heritage, race, ethnicity, sexuality, habits, etc) and form our own unique cultural filter. It is through this unique filter that we experience everything, including advertising. In the model above the pink tinted rectangle represents the cultural filter. With cultural filtration in place, we can proceed through the steps of the model which define the theory. The process of CPT starts with the consumer: an individual toward which the message is directed. The consumer must first have a perceived need or want, then actively experience an advertisement in the product category where the need or want exists. It is a catalyst for the model if this advertisement occurs at strategic timing in the process. After exposure, the consumer forms an opinion about the product. This perception becomes the reality of that product to the consumer. It is

possible that this truth could change with exposure to competitive messages from a wide variety of sources (other media, friends, advice columns etc). If, however, the product is perceived, and therefore assigned the truth, of being positive it is then evaluated as to whether or not it fills the need or want. If it does indeed fit the need, it is likely that the consumer will proceed to the purchase stage of the model. In the purchase stage the consumer decides to purchase or not to purchase the product. Again, there are a number of variables surrounding this decision, as surround each step and decision in the model.

Our Mission
Design.Quality.And Service. Always the foremost. Innovation and Improvement. Always the Endeavour. Customer Comfort. Always the Inspiration.

Corporate Philosophy
Constant innovation has been the core mantra at Symphony. "Every Employee is an Artist of Innovation",

A statement which reflects the corporate credo at Symphony. It is this attitude of encouraging innovativeness that has made Symphony the company that it is today. Symphony is ISO 9001 certified and most of the Symphony products are UL listed (Underwriters' Laboratories Inc.), carry the 'CE' mark and also meet the technical standard requirements of many countries like SASO (Saudi Arabian Standards Organisation) etc. Evaporative Air Coolers Unlike the dry artificial air of an Air Conditioner, Symphony Mobile / Portable Evaporative Air Coolers deliver cool moist air and doors/windows can be kept open without affecting the performance. Symphony Mobile / Portable Air Coolers are ideal for residences, shops, show rooms & offices where doors are frequently opened. The technology being completely natural there are no emissions of harmful CFCs. Symphony Mobile / Portable Air Coolers are packed with unique features and state-of-the-art design, combined with economy, reliability and efficiency. Global Network

Symphony Air Coolers reaches 23 countries across the world becoming the world leaders in Portable Evaporative Air coolers.

Certification
Guinness Certificate ISO 9001 UL CE SASO Awards

Young Achiever Award


Our Chairman and Managing Director Mr. Achal Bakeri won India Young Business Achiever Award. The award was sponsered by Worldcom Group Inc, a consortium of independentaly owned public relations counselling firms having a network of business associates spanning 120 countries.

Advertisement Award
Our Kaizen New Aircooler Television Commerial was judged winner at Creativity 31 a Cincinnati , U.S, based award programme. This is a well-coveted and contested award & there were entries from 30 countries.

Viewers Choice Award


Symphony advertisement was awarded viewers choice award by a leading satellite channel. Product Design and Development Innovation & Continuous Improvement are imbibed very deeply in Symphony and are a very integral part of our culture. The Customer's Voice flows into the organization accurately and timely, which is then translated into 'engineering artefacts'. There are structured processes to anticipate, identify, verify and validate the future trends across markets and to ensure that we continuously keep on adding value to the products. The Robust Designed products have Quality & Reliability built into the design and the Performance of the product extracted, exceeds customer exceptations. The Product Development Process is such that TIME TO MARKET is drastically reduced and the products are FIRST TIME RIGHT & ALL TIME RELIABLE. For achieving the above, the Cross Functional Teams use contemporary Design Tools, Techniques & Initiatives like QFD (Quality Function Deployment), CE (Concurrent Engineering), DOE (Design of Experiments), PST (Problem Solving Techniques), VE (Value Analysis & Engineering), Benchmarking, FMEA (Failure Mode and Effects Analysis) etc. The deployment

and use of state-of-the-art CAD software, Pro ENGINEER, helps 3D Modeling and subsequent analysis, verification and validation of the design.

CONCLUSION
Researcher doing the Project on Consumer Perception of AirCoolers with special reference to Symphony Air-Cooler. There are different brand of Air-Cooler available in Bhubaneswar city. Out of these brand Symphony Sales maximum cooler in Bhubaneswar Market. So the Consumer Perception about Symphony Cooler is good.