INTRODUCTION

In this research I have surveyed the product performance and buying behaviour of the famous brand of Air Conditioners Carrier. During this research I have interacted with people of different areas through IT (EMail). After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, brand loyalty etc. I also came to know which particular brand of air conditioner is most preferred by people of different age groups. Trend of ongoing changes in their likings has been shown in the report. In this report I have tried to explain the entire research and facts product wise.

CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the Time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Today the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behaviour affect the demand for the basic raw materials, for the transportation, for the banking, for the production; they effect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this.

PREFERENCE (Or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, Utility they provide. More generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods

after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketers objectives. The scope of this study restricts itself to the analysis of consumer preferences, perception and consumption of Carrier Air Conditioner.

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Focus Group Discussions Elite Market Research specialized in this form of qualitative research. A group of people are asked about their thoughts and feelings towards a product or brand to obtain thorough understanding about that topic.

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COMPANY

PROFILE

FOUNDED Willis Carrier invented modern air conditioning in 1902. Company was founded in 1915, New York. REVENUES $12.5 billion in 2005 CURRENT EMPLOYMENT WORLD WIDE Approximately 45,000 OPERATIONS The Company has a network of research and development centers and 78 manufacturing facilities around the world. Carrier distributes to, and services its customers via a worldwide network of owned and independent distributors and dealers in more than 170 countries on six continents. In North America, Carrier has in excess of 200 distributors and 20,000 dealers. LANDMARK INSTALLATIONS The Sistine Chapel, the U.S. Library of Congress, the Great Hall of the People in Beijing, George Washingtons Mount Vernon and the Tate Modern art gallery in London. LANDMARK INSTALLATIONS IN INDIA The Rashtrapati Bhawan, The Taj Place, Delhi Metro and many fast food joints such as Mc Donalds and many more to add to the list.

CARRIER AIRCON Carrier Aircon is a 51 per cent subsidiary of the American air-conditioner major -- Carrier Corporation -which in turn forms part of United Technologies, US. Carrier Aircon is a major producer of room, window and central air-conditioners.

Carrier started its operations in India with the setting up of Carrier Aircon Limited in 1987 and Carrier Refrigeration in 1998. Its competitive advantage lay in the fact that for the first time, the Indian consumer was provided access to advanced technology and air-conditioning and refrigeration products from the worldwide product portfolio of Carrier. Carrier Corporation owns 96% of the equity in Carrier Aircon Limited and 100% of the equity in Carrier Refrigeration. Carrier Aircon has many firsts to its credit:

First air-conditioning company to introduce the concept of a Comfort Shop.

Setup the Willis Carrier Engineering Center to provide technological support to develop new products and upgrade existing ones.

First to develop exclusive dealer networks in the country. Today, there are over 400 Carrier Aircon exclusive dealers in India.

Introduced finance schemes that have taken air-conditioners out of the luxury category and made it affordable for the homebuyer.

Carrier Aircon Ltd., Gurgaon operations are spread across 20 acres having full-fledged manufacturing facilities starting from Window Room Air conditioners, Duct Free Splits, Ducted Splits and Chillers supported by strong R&D facility. The Corporate office is also located in the same campus. Carrier Refrigeration, based in Bangalore has full fledged manufacturing and distribution facilities of cold chain equipment: comprising of cold rooms/stores; Truck Refrigeration & Bus Air-conditioning; Chest Freezers/Coolers and visi coolers.

Carrier's mission is leadership in every segment of the Indian air conditioning and refrigeration industry through advanced technology, high quality service and a full range of air-conditioning & refrigeration solutions. Carrier Corporation, the world leader in air-conditioning and refrigeration systems, entered the Indian market some 20 years ago. In 1993, its move to introduce a range of new-generation household ACs in the country catapulted it to the number one position in a market dominated largely by the small-scale industry and some Indian players. But over the years, Carrier lost its market share in this segment primarily to Korean multinationals LG and Samsung, though its leadership in the commercial segment remained intact. With investment pouring into the retail sector, it's eyeing a big market in cold chain refrigeration. Our Mission To be our customers first choice for air conditioning, heating and refrigeration solutions everywhere around the world. Making the World a Better Place To Live, Work and Play From the time our founder invented the basics of modern air conditioning in 1902, Carrier has been the world leader in air conditioning, heating and refrigeration systems. A wholly-owned subsidiary of United Technologies Corporation, Carrier is built upon a legacy of innovation and commitment. Through our market-leading products and solutions, we are constantly striving to help people live more comfortable, healthy and productive lives. Ensuring Comfort and Peace of Mind, Everywhere Around the World Across the globe and in virtually every facet of daily life, Carrier is there. We create comfortable environments, regardless of the climate. We safeguard the global food supply by preserving the quality and freshness of food and beverages. We ensure health and well-being by enabling the proper transport and delivery of vital medical supplies under exacting conditions. We provide solutions that maintain exceptional indoor air quality controlling humidity, allergens and harmful pollutants. At every touch point with consumers and in every commercial undertaking we pursue, we are committed to delivering exceptional products and services that meet our customers diverse needs.

As a global citizen, we also recognize the vital importance of maintaining a responsible balance between the comfort we create today and the world we live in tomorrow. Carrier is an industry leader in energy efficiency, dedicated to creating environmentally sound products and solutions that fulfill our customers demands while preserving our precious natural resources. Leading the Global Market Headquartered in Farmington, Connecticut, USA, with approximately 45,000 employees in 172 countries, Carrier combines its global HVAC and refrigeration expertise with the responsiveness of its local operations to lead nearly every geographic market, on every continent. Our continued success is a testament to our staunch commitment to providing the highest level of quality and service to our customers around the world.

Sharing Our Legacy of Success and Innovation Our web site serves as your link to the world of Carrier. We invite you to view our showcase of successful installations, gain a glimpse into the revolutionary vision behind the development of modern air conditioning, and learn about Carriers dedication to balancing the promise of innovation with the critical need to preserve our environment for generations to come. Our Values Performance Our performance is a vital reflection of who we are and a testament to our ability to deliver on promises to our customers. We are committed to achieving world-class performance, and strive for continuous growth and improvement to reinforce our leadership position. Innovation We are a company of ideas, committed to applying cutting-edge research and development techniques to create solutions that improve environments and enhance human comfort. Our founder inspires us to always reach for the next innovative, powerful and marketable idea.

Employee Development Our employees are our most valuable asset. We believe in building a culture of inspiration and mutual respect where personal and professional development is encouraged, and diversity is celebrated. Customer Care Providing optimal service to our customers is a top priority. In every vertical market we serve, across every continent on the globe, we aim to achieve 100% satisfaction, building a strong, loyal and ever-expanding customer base. Business Practices Our business is driven by a fundamental sense of global citizenship and responsibility. We maintain the highest ethical and environmental standards, and actively support the communities in which we do business. Quality We believe in the relentless pursuit of quality in everything we do. We are committed to creating innovative products with the durability and efficacy to exceed our customers expectations. The transformation that has become a way of life with the Group is best reflected by the commitment its different constituents bring to the concept. Consider the case of Carrier , which has embraced change with as much enthusiasm as any offspring dedicated to its familys overall development. Expansion and innovation have been the key in Carrier s endeavour over the last few years to strengthen its standing in its core business, which remains air-conditioning and refrigeration. The Rs 1,000-crore company has done this by making a mark in the highly competitive global market, and by introducing novel products in India. A new range of air-conditioners launched in January 2002, is an example of the way Carrier has redefined, reshaped and reorganised its businesses to focus on customers. Keeping air-conditioning and refrigeration at the centre of the equation is logical, given that this division contributes about 75 per cent to Carrier s turnover. The range will help Carrier fortify its image with the retail and household customer. The idea is to offer American quality at Chinese prices." The cost factor is crucial and scores on this count,

priced as it is at a mere Rs l9,000 (for a one-tonne room air-conditioner). "The plan is to achieve this through our manufacturing only joint venture with the US-based Fedders International, and become the lowest-cost producer of air-conditioners in India." Going south on cost does not mean compromising on quality or technology, as regional vice-president (cooling applications business division) says we, not only matches international standards, but the products are from a range that competes with the finest in the world, he says. "Also, product boasts the latest technology, and it is an energy saver to boot." The partnership with Fedders is important. The American company is a leading global manufacturer of airtreatment products, including air-conditioners, air-cleaners and thermal technology devices. Fedders brings plenty to the joint venture: expertise in manufacturing and product development, a global sourcing network, and cutting-edge technology. The primary objective of the joint-venture company, called Universal Comfort Products Private Limited, is to achieve international quality and technology standards in a cost-effective manner. Besides the Fedders advantage, the new company will be banking on Carrier s decades of experience in climate control. "The joint venture will give us the opportunity and competitive edge to capture a winning share of the growing retail segment in India. The product range will facilitate Carrier s foray into the residential segment through retail channels. We have traditionally had a significant presence in this segment, and we have a strong dealer base." The range includes optimum features, among them economy mode, whisper-quiet functionality, microprocessor controls and an air-purifying filter. To top it off, window and split air-conditioners in capacities ranging from 0.75 to 3 tonnes comes in designs that combine convenience, aesthetics and durability. There is, of course, more to Carrier s air-conditioning. The micro processor-based Verdant range has hightech models with their own clutch of outstanding features, and the popular brand is the companys tough workhorse.

All the products have one thing in common they are backed by Carrier s crystal care service package. Quality service has been fundamental to the company securing the trust and confidence of its one millionstrong customer base, unmatched in the Indian air-conditioning industry. This package offers full-life service

through a nationwide network of service centres. Well-trained engineers, technicians and a fully computerised network response system support each centre. On the marketing front, Carrier has positioned itself aggressively. The products launch will be supported by a three-fold increase in the companys advertising and promotion budget, in addition to a customer relationship management programme, a streamlined dealer network and easy finance schemes. All of which mean that Carrier is ready to deliver, as always, a whole lot more than just cold comfort. Carrier India, a part of Carrier Corporation, global leader in providing air-conditioning, heating and refrigeration solutions, has launched the GenX Series. The new advanced series of Hi-wall split air conditioners is available in two models SX1 & SX2. These air conditioners are equipped with climate control and superior cooling technologies to help make life more comfortable in Indias unpredictable climate. Carrier Corp. is a subsidiary of United Technologies Corp. (NYSE: UTX). Unique to Carrier, the GenX Series incorporates innovative design using state-of-the-art rotary compressor combined with high efficiency coils that operates under extreme climatic conditions, even at 50 degrees Centigrade. The stylish new split systems are compact, quiet, and represent high quality and value. Designed to suit everyones needs, the SX1 boasts of features such as:

Superior quality internal grooved copper tube that enhances heat exchange efficiency leading to higher cooling capacity and energy savings

Blue hydrophilic aluminum fins that enable unrestricted flow of condensate between the heat exchanger fins, thereby improving cooling performance

 

Powerful airflow technology and air management system that ensures high CFM leading to uniform cooling Contemporary fresh styling with unique 3-4 folds evaporator that makes the unit compact in size

LCD remote control for fingertip convenience

A technically more advanced SX2 has the following key features:

Best in class energy efficiency, with 4 bend heat exchanger and hydrophilic aluminum foils.

Carrier global design with contemporary fresh styling with a truly international look.

A self diagnosis and auto protection function that makes the unit easy to operate and service

Unique bi-directional rotary air vane technology and its large diameter cross flow fan that reduces noise level

LCD remote control for fingertip convenience

Active carbon and electrostatic fibre filter that eliminates odors such as ammonia and harmful chemical glass and traps dust particles, smoke etc.

RESEARCH OBJECTIVES The study was done keeping in mind the following objectives: y To study the effectiveness of sales methods being practiced at carrier Franchisee by being a part of sales team.

To identify loopholes and weakness in existing techniques and methods.

To suggest any changes or new techniques to make them more effective and productive.

To get reviews of employees and customers regarding some changes to be made in sales methods to make them more effective.

To get feedback of dealers regarding sales method and various aspects of Air-conditioners.

DATA COLLECTION

1.) Primary Data The data, which are collected for the first time, directly from the respondents to the base of knowledge & belief of the research, are called primary data. The normal procedure is to interview some people individually or in a group to get a sense of how people feel about the topic. So far as this research is concerned, primary data is the main source of information provided by the respondents.

2.) Secondary Data When the data is collected and compiled in the in a published nature it is called Secondary data. So far as this research is concerned internet, many brochures and magazines have been referred too.

a) SAMPLING DESIGN It is true that it is very difficult to do research with whole universe. As we know that it is not feasible to go with population survey because of the numerous Doctors and their scattered location. So for this purpose sample size has to be determined well in advanced and selection of the sample also has to be scientific so that it represents the whole universe. So far as this research is concerned, the sample size is 100.

b) INSTRUMENT Taking into consideration research instrument selected by us is questionnaire because it gives more flexibility in terms of data and it has been asked to the responder personally and has an idea of getting an important unknown data that can be collected through their behaviour.

c) MODE OF DATA COLLECTION Data collection mode is sending e-mail requesting filling up of questionnaire.

DATA ANALYSIS

Market Share Of Carrier

S.no 1 2 3 4 5 6 7 8 9

Companies Carrier Voltas Hitachi Videocon Others Samsung L.G. National O.General

Percent 29 11 6 8 15 9 12 6 4

Percent 1 Carrier 6% 4% 29% 2 Voltas 3 Hitachi 4 Videocon 5 6 7 8 9 Others Samsung L.G. National O.General

12%

9% 15% 8% 6% 11%

Question no. 1- Which brand offers maximum number of features to the consumer?

In S.no 1 2 3 4 5 Options L.G. Samsung Carrier

In

numbers percent 12 8 18 24 16 36 10 14

Videocon 5 Voltas 7

Total

50

100

In numbers

14% 10%

24%

1 L.G. 2 Samsung 3 Carrier

16% 36%

4 Videocon 5 Voltas

On asking 50 dealers of air conditioners in Delhi about which air conditioner offers maximum number of features,18 dealers feels that carrier provides its customer with maximum numbers of features,12 dealers said L.G.,8 dealers goes for Samsung,5 said Videocon and 7 dealers said that Voltas provides maximum number of features to its customer.

Question no. 2- Which brand offers the best after sale service?

In S.no 1 2 3 4 5 Options L.G. Samsung Carrier

In

numbers percent 15 6 13 30 12 26 14 18

Videocon 7 Voltas 9

Total

50

100

In numbers

18% 14% 26%

1 L.G. 30% 2 Samsung 3 Carrier 12% 4 Videocon 5 Voltas

On asking 50 dealers that which company provides with best aftersales service,15 dealers voted for L.G.,6 dealers goes for Samsung,13 appreciated Carrier,7 dealers goes with Videocon and 9 dealers said Voltas.

Question no. 3- Which is the most important criteria for a consumer while buying an air conditioner?

In S.no 1 2 3 4 Options Price Features Warranty Brand Name After Sale 5 Service 3

In

numbers percent 18 12 7 10 36 24 14 20

Total

50

100

In numbers

1 Price 2 Features

6% 24% 14% 24% 5 After Sale Service 36% 3 Warranty 4 Brand Name

On asking 50 dealers about most important criteria that customer keeps in mind while purchasing,18 dealer said that customer keeps in mind price,12 said features,7 said warranty,12 said brand name and 3 said after sale services.

Question no.4- Which brand is perceived as best in terms of technology?

In S.no 1 2 3 4 5 Options L.G. Samsung Carrier

In

numbers percent 11 9 18 22 18 36 10 14

Videocon 5 Voltas 7

Total
In numbers

50

100

14% 10%

22%

1 L.G. 2 Samsung 3 Carrier

18% 36%

4 Videocon 5 Voltas

On asking 50 dealers about the technology used by companies,18 dealers feels that Carrier uses best technology,11 dealers goes with L.G.,9 dealers thinks that Samsung uses good tehnology,5 dealers said Videocon and 7 dealers goes with Voltas.

FINDINGS AND RECOMMENDATIONS

Quality and Performance rating of CARRIER Air-Conditioners:

Quality and Performance rating of "CARRIER" Air-Conditioners

26%

21% Average Good Excellent No idea 44%

9%

Out of the total builders that we covered, 44% have rated the quality and performance of CARRIER as Good, 21% have rated as Average, 9% have rated as Excellent,26% have no idea. CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. In this we came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH: Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, colour, and quantity etc. of their favourite air conditioner.

PRICING RESEARCH: This includes ability to consume, to pay for the product, how much a person can spend on his/her favourite air conditioner. In this I have tried to find out consumers price expectations and reactions.

ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness. From the one and half month experience of our research project with Consumer preference towards Carrier Air Conditioners, We have come to know lot things and it has enhanced our knowledge to great extent. We found many things which are well executed by distributors. Here are some of the key findings given by us are purely based on our research. It doesnt have any kind of bias from our side. They are given as under:

SUGGESTIONS AND RECOMMENDATIONS:

Air Conditioner products are now available everywhere in comparison to previous years, but still there is requirement of development in Air conditioner products. Due to increasing overall cost in Air conditioner Products everywhere, cost format should be made as such that it is affordable to each and everyone in the society. In this we also found that if the demanded brand is not available, so at that time the customers switch over the brand of the Air Conditioner so, here the company should build up the healthy distribution channel by which company can attract the customers and company loose the fear from the market. Company should concentrate more on television for advertisement, as mostly people get attracted through television only. For promotional offers, company should go for free gifts rather than going for other ways. People are unsatisfied with the price of Air Conditioner so companies should concentrate in this regard also.

LIMITATIONS y The time period assigned was limited for survey. This prevented from carrying out survey in wider areas otherwise a more authentic and reliable information could have been collected.

The sample size was not large; a large sample size would have increased the reliability of the conclusion.

Individual bias may have existed among certain number of respondents during survey.

It is been ensured that secondary data collected is up to date but some data may be obsolete.

A questionnaire was the only source of primary data. Other sources of primary data could have considered for better results.

CONCLUSION It can be concluded from the research that all the aspects of sales are been considered as significant part of Carrier. For carrying out sales different distribution networks are been set, advertisements spends are been carried out sharply, head offices powers are reduced and operations are decentralized. Carrier has formed its forte in terms of sophisticated, quality products and wide range of dealers with a sound technology base who understand the product and sell it further. It has helped the company in capturing high margin market worldwide. But no companys sales methods are foolproof, so it also carries some limitations which are as follows: y Though it provides very sophisticated features in its ACs and other products but yet somewhere it lags behind its competitors namely LG and Samsung.

Also it is not been able to provide after sales services at par with its competitors which is again a weak point.

Even in terms of the brand having superior technology, LG and Samsung again surpasses it, leaving it as an aspect which requires extra effort by the company to lead .Also Carrier somewhere lags behind its major competitors in terms of creative selection.

REFERENCES

BOOKS

y y

Sales Management by S.A. Chunawala, Himalaya Publishing House; fourth edition. Sales management by Richard litt

INTERNET

y y y y

www.carrier.com www.carrierglobal.com www.carrierresidential.com www.goliath.com

Appendix A STUDY OF CONSUMER PREFERENCE TOWARDS CARRIER AIR CONDITIONERS IN GHAZIBAD QUESTIONNAIRE

Market analysis questionnaire on performance of a product in the market

Question no. 1-Which brand offers maximum number of features to the consumer?

S.no 1 2 3 4 5

Options L.G. Samsung Carrier Videocon Voltas

Question no. 2- Which brand offers the best after sale service?

S.no 1 2 3 4 5

Options L.G. Samsung Carrier Videocon Voltas

Question no. 3- Which is the most important criteria for a consumer while buying an air conditioner?

S.no 1 2 3

Options Price Features Warranty

Brand Name After Sale

Service

Question no. 4- Which brand is perceived as best in terms of technology?

S.no 1 2 3 4 5

Options L.G. Samsung Carrier Videocon Voltas