This research is dedicated to my Parents, Teachers, and all those whose prayers
have always paved the way to success. The ultimate dedication is towards those
innocent people who died by suicide bomb blast in Pakistan before their time.
All praise to Almightily Allah and His last Prophet (PBUH) who have bestowed upon me
Their blessing, which helps and enabled me to accomplish this research successfully. At
the outset, I feel obliged to express my profound gratitude to my research supervisors Mr.
Haroon, who has throughout the research work provided me with endless help, valuable
guidance and encouragement. His expertise, experience and ability to open new vistas of
appreciate my friends and class fellows who have helped me immensely in making my
research achievable and complete. Their support and guidance made this project possible.
the latest technology that has baldy struck the domestic market of Pakistan that is
consisted of Gujrat, Gujranwala and Faisalabad and many other cities of Pakistan. Now a
days Pakistan’s domestic manufacturers are facing lot of problems like their sales are
declining, market share has been decreasing and above all customers are also decreasing.
This study is based on the problem “sale declining of fans”. The main purpose of this
study is to identify the reasons of study and clear the dilemma of split units. In this
research report the data gather from companies of fans in Pakistan are Wahid Industries,
General Fan Company, Millat Industries and Super Asia Electronics. Theories of
researchers like Niki Owen and Larsson H.J and others have also been used as reference
The data has been gathered through the questionnaires and interviews conducted from the
customers, users of fans and the various shop owners. The results of data analysis are
shown through graphs. The conclusion part of the research describes that what are the
factors and reasons which influence sales of fans negatively and how dilemma of split
units exists.
For the last couple of years Pakistan’s economy has been increased in the world and has
also becomes an identified challenging country. There are many factors that help Pakistan
to become stronger in the world. The industry whether it is an education, sports or media
Pakistan has never stop to progress and meet the upcoming challenges of the world.
Pakistan’s another significant aspect that also boosts the economy of Pakistan is foreign
investment that has been doubled for the last couple of years. The countries like Norway,
U.A.E, Netherlands, Singapore, Japan and China has now become the most significant
investors in Pakistan. The popular industries of investment are banking, telecom and
investment and the latest technology that has baldy struck the domestic market of
Pakistan that is consisted of Gujrat, Gujranwala and Faisalabad and many other cities of
Pakistan. Now a days Pakistan’s domestic manufacturers are facing lot of problems like
their sales are declining, market share has been decreasing and above all customers are
also decreasing. One of the industries is the Fan industry of Pakistan. The people of
Pakistan should know about the domestic market, so this study will help them to have a
This study is descriptive study that defines that various reasons of what has happened in
domestic market that cause the trouble like this. Essentially, this study will provide the
information like, customers behavior about the industry, what are the opinions of the shop
owners? What are the reasons behind low sales? And how can sales be increased?
Fan is a daily use item. Its utility increases, especially in the summer season. The industry
is producing about 5 to 6 millions fans per annum and meeting successfully the local as
well as export demand. Out of the total production, approximately 30 percent fans consist
of pedestals, 7 percent consist of brackets and remaining 63 percent are ceiling fans. The
industry belongs to light engineering industry category, and is one of the industries that
existed at the time of independence. In the early 1950s it was declared as cottage industry
and its more than 50 percent units still fall in this category.
Fan industry is mainly confined to Gujranwala and Gujrat, cities of Punjab province of
Pakistan. The reason for its remaining a cottage industry is that majority of the units does
not have full facilities of production under one roof. They usually give offers to the units
having machines for different parts like fan guard, blade castings, core lamination etc.
These units have lathes, shapers, milling machines, and power pressers, die casting
machines and electroplating equipments. Therefore, most of the units are simply
assembling units. Thus, they do not give brand names to their products.
Besides small and medium units, a few units are quite large and have integrated system
i.e. from motor winding to high-pressure dies castings. These companies have reputed
brands names and the qualities of their products are of international level. The units are
The industry is producing a variety of products indifferent sizes and designs. The major
products are: Ceiling, Pedestals, Table, Table-Cum-Pedestal Fans, Circumatic Fans, Wall
million fans, on single shift basis. The production is equal to demand, including a
nominal quantity of exports. The actual production has remained about 2.5 million fans
per annum, showing a 50 percent idle capacity. The demand for fan is continuously
increasing due to increase in population and speedy migration towards a big cities, and
exports. The other factor is that during the last few years, local demand for quality
products is increasing fast as compared to low price goods. This means people are
from different countries. Irregular and constrained supplies of some basic inputs are the
main bottlenecks. Some of the raw materials used in the manufacturing of a fan are:
electric steel sheets, aluminum, enameled copper wire, ball bearing, steel rod and PVC.
Major fan producing countries are Japan, Korea Taiwan Hong Kong India and China.
Japan is covering high quality market segment of fan market. Korea and Hong Kong are
in middle segment of market while Pakistan India Taiwan and China are supplying
1.1.2 Exports
Although fans exports have great potential, their exports are negligible. In 1992-93, only
two hundred thousand fans were exported to only two countries, Iraq and Yemen. But
from RS 134 thousand to 209 million rupees, the trade is fluctuating a great deal. As
against ceiling fans, the increase is pedestal fan export is quite stable i.e., continuously
rising.
Pakistan has also started exporting parts of fans. During the last four years, as shown in
table II, the amount earned from export rose from RS 4.2 million to RS 107 million in
1998-01, but decreased to about fifty percent the very next year, 2001-02. However, in
spite of big fluctuations, it is believed that if some bottlenecks are removed there is a big
The situation is that from very the beginning, the government has not given any
incentives to encourage fan industries., whatever progress the industry made, it has made
on its own resources, and is due to its dedicated and hard working manufacturers and
laborers. In spite of lack of proper training the industry ha innovated and uplifted the
standard to the level where its products can compete in the world markets.
1.1.3 The main constraints hindering the growth of industry as well as export are:
Ball bearing is an important part that ensures smooth running and noiseless working of an
electric fan. Fan manufacturers are now importing this item because of smuggled ball
bearings local units are not producing quality products. Thus, anti-smuggling measures
should be taken to save the local industry, which in turn would ensure regular supply of
ball bearing to fan industry at reasonable prices. In the meantime, the import duty on ball
However, due to ESS shortage and high prices, fan manufacturers are using Mild Steel
Sheet (MSS). The motors manufactured from this material are not good quality and use
more electricity.
Prices of raw material are a major constraint in export. For instance, in some cases C & F
prices of raw material in Pakistan are greater than C & F price of fans from India.
Therefore, if the government really wants sot increases export of fan, custom duties on
There is an urgent need to establish a research department for innovation and to improve
Institute’s (PSI) procedure should be simplified and the latest technical laboratory should
be set-up to test the fans. The PSI should establish its testing laboratory in the area where
industry exists and test fans on two standards i.e., at local and international. The test
reports should be given in a specific period. Further, an institute of labor training should
immediately be established with the help of PEFM Association. The other measures to
enhance the exports include organizing seminars, doing surveys of the foreign markets
that would give the idea of how to export, where to export and what to export.
1999-00 817621826
2000-2001 1863615137
2001-2002 255232432
2002-2003 1568966370
2003-2004 5925161554
2004-2005 208963183613
Years
Millions
2001-2002 4.2
2002-2003 16.6
2003-2004 109.7
2004-2005 67.9
Mission
To enhance its reputation its reputation for quality in all its operation, providing a better
quality product to the customers and make their satisfaction through which to maximize
Company profile
Wahid Industry was setup in Gujrat as a modest manufacturing unit in 1936. It started its
operation with the manufacturing of light engineering and utility goods. In 1945, for the
first time in this region, the company embarked on the manufacturing of electric fans. It
is a pioneering achievement of Mr. Abdul Wahid, the founder and lifetime chairman of
difficulties. His determined efforts were finally crowned with success. The project not
only tool off under his dynamic policies but also register a phase of rapid growth and
expansion, capturing a major share in the country’s markets. Thanks to the founder
Presidents dictum, “no compromise on quality”, Pak fan today is not only synonymous
with top quality fans but also an identified symbol for Wahid industries. Towards making
Wahid industries limited, a self-reliant concern a modern automatic Japanese plant was
wire and marked under the brand name if Pak Super. This brand has taken a major share
in local market. So the company is adopting those methods of production and quality
sensitive testing equipment. Every product is subjected to the most rigid test and eaves
the factory only when it is finally “passed” by the experts. True to the company’s
progressive business philosophy. Mian Ehsanullah, the director and son of founder
president Mr. Abdul Wahid, is always on the look out for the world’s latest technologies
to adopt and assimilate in the production of Pak fan. His father motto, “no compromise
no quality” is a creed for Mian Ehsanullah, which he adheres to most strictly. To live up
to its progressive image the company keeps itself a breast of the latest technological
developments around the world and this enables the company to continually introduce
ever-new concepts in electric fans. The remote controlled and louver fans are quite recent
processes, Pak fan remain the number choice- both at home and abroad, including the
Middle East. In year 1999-2000 Pak fan achieved the highest international quality award
ISO 9002 certified company. Pak fan also won the FPCCI trophy 1999-2000 and now
Pak fan is the largest exporter and manufacturer and electric fans of Pakistan. Towards its
role as a deposable corporate citizen, Wahid industries keeps on and encouraging and
contributing to social uplift programs. The company runs a modern hospital named
“Wahid Trust Hospital” equipped with the latest facilities and leading medical
practitioners.
quality assurance. In near future organization is interested in increasing its business area
and wants to capture more market that it already has but not fully captured. This is why
the management is keen to introduce the new iron under the name of Pak Iron Industry.
Address
WAHID INDUSTRIES PRIVATE LIMITED
G.T Road
Gujrat, Pakistan
Telephone +92-053-352528
Vision
The management and the workers of GFC FANS have a vision to supply in near future all
types of electric fans to all the countries of the world where fans are being used. We see
ourselves as one of the largest and most renowned fan manufacturing company in the
world providing all types of fans to all the countries according to their required
specifications and needs. Our vision is to enlarge our market from the present day Middle
East to whole of Africa, Europe, and America including South America, Central America
and Caribbean. We believe that we have a unique product, which has been developed by
GFC, and no other country manufactures a pedestal fan like ours. This product is most
useful in the hot tropical humid climates. We want to mark this product throughout the
world and we foresee this product to dominate the entire International market. We want to
set up an excellent after-sales-service and spare parts supply service to each and every
country. We also want to set up home service centers throughout the world. We believe
About company
General Fan Company (Pvt.) Ltd. was formed in 1954 as a small manufacturing unit for
electric fans. The company grew rapidly from its modest start because of the quality of its
products. The company was one of the major exporters of fans in 1960's to Iraq.
However, the company was in trouble in late 1970's due to differences in its partners. The
present management took over the company in 1978 and Engineer Muhammad Ilyas took
over as Chief Executive of the company. Under his dynamic leadership the company rew
Muhammad Ilyas, the Chief Executive who is a foreign trained Electrical Engineer,
brought in new technologies for fan manufacturing from developed countries and
and Die Casting Machines were introduced in 1982. Automatic Winding Machines were
brought from Taiwan in 1985. A Japanese made modern Enameled Wire Manufacturing
Plant was installed in 1987 for the manufacturing of quality enameled copper wire for
own consumption as well as for the sale in the local market. Plastic Injection Molding
Machines were installed in 1993 to manufacture own plastic parts for plastic fans like
Exhaust Fans, Bracket Fans, Circumatic Fans and Table Fans. A modern tool room was
set up for the manufacture of Dies, Molds and Models etc. The tool room consists of Wire
Cut Machines, EDM Machines, Surface Grinders, Cylindrical Grinder, Shaper Machines,
CNC Milling Machines and Copy Milling Machines. Automatic Rotor Balancing
Machines were introduced in 1995 to further improve the quality of fans. Modern
Continuous Stamping Presses were installed in 1997 for manufacture of motors of all
type of fans such as Ceiling, Pedestal, Bracket, Exhaust and Circumatic Fans etc. Slitter
Machine for slitting the electrical steel sheet coils was installed in 1999. The company
started manufacturing Washing Machines in 1996. Due to its quality and excellent finish
the product has become an instant success. Gas & Electric Geysers are being
manufactured since year 2000. The Chief Executive Mr. Muhammad Ilyas is a pioneer in
the export of electric fans from Pakistan. To initiate the export from Pakistan he attended
Yemen, Saudi Arabia, Dubai, Bahrain. Qatar, Sudan, Egypt, U.S.A. etc. G.F.C. was the
first Pakistani company to export fans to the Middle East. G.F.C. Fans became an instant
success due to their quality and durability in all the markets where these were introduced.
General Fan Company has also set up a unit to manufacture capacitors used in electric
fans, Washing machines and motors. Mr. Muhammad Ilyas (Chief Executive) and Mr.
Muhammad Ijaz (Finance Director) are always on the look out for the latest technology
for manufacturing of electric fans as well as for corporate management of the company.
Now G.F.C. has established a new Computer department which keep its Executives
update about any inquires. This shows the interest of management not only in
manufacturing technology, but they also know the importance of information technology.
G.F.C. has stepped in this Millennium fully equipped with manufacturing and
information technology for Corporate Management and Marketing. G.F.C can rightly
claim that they have all the best technologies in its workshops and in office, which are
available for Design. Production and Management. Our products are now of International
Standard, and we are truly an International Company. Our 600 Employees and
Credentials
General Fan Company (Pvt) Ltd. is a pioneer in the export of electric fans from Pakistan.
electrical appliances in 1993 in Abu-Dhabi. The company also participated in many trade
Bahrain. Qatar, Sudan, Egypt, U.S.A. etc. G.F.C. was the first Pakistani company to
Research Report on Sales Fluctuation in Fan Industry Page 12
Qazi Ashfaq
export fans to the Middle East. G.F.C. Fans became an instant success due to their quality
• G.F.C. has been getting the Export Trophy from FPCCI for the export of electric
fans for many years. The growth rate of fan export from G.F.C. has been
continuously more than 100% per annum for the last 5 years.
• 1/3rd of the total fans exported from Pakistan are G.F.C. Fans. G.F.C. has large
International orders many times more than the previous years for the financial
year 2001-2002 and we are looking forward to export fans to all parts of the world
• Water and Power development authority has issued the renewal of Registration in
• Contract agreement for supply of G.F.C. Fans for "Army Housing Directorate" at
institution hereby grants to G.F.C. Fans. (Hereinafter called "the License") this
Five decades now MILLAT has undoubtedly been a household name when it comes to
the premier quality fans, thus making it the technology of this century. The third
generation is now relishing the superb quality of its products after the two cherished it in
their lifetime. The company came into operation in 1947 and became the pioneer
facility in the heart of Karachi at Lawrence Road. Due to its commitment to superior
quality and innovative designs, Millat quickly became the market leader among the breed
of brands. With increase in customer demand the company moved from Lawrence Road
to its premises in site in 1960’s. From then on the company enjoyed a healthy market
share and remained on the path of success due to its through commitment in producing
quality products. With this addition of products, HM Esmail & Co now has a variety of
electrical products to offer. The management of HM Esmail & Co has added same new
designs in the areas of ceilings, bracket and ventilation fans along with the existing range
including the everlasting ceiling, table, pedestal, wall and bracket fans and a full range of
Our Products
We started with a big capacity of fans per annum and during a span of a decade, the
company established itself among the top manufacturers in Pakistan. At present, Millat
has been using latest technology, production machines and testing facilities with the
Our products are ISI marked and also approved by apex test houses. The company is
We follow strict quality control at each and every step right from procurement of raw
materials to in process goods. Each & every belt is checked and passed by our expert
Services
We have a fully equipped technical department to cater to the various needs of the
customer. We fully assist you in designing & modifying your belt pulley drive
arrangements. In case you face any kind of belt failure problem our service engineer
promptly attends to rectify faults at your end. Up gradation is a continuous process in our
factory & we take regular feedback from customers to improve on our quality
Recognition of its achievements in quality products is manifested in the form of the ISO
9002 certification. The success tale spread well over 25 years when Super Asia produced
the first washing machine of Pakistan. Later on Super Asia started producing room air
coolers, gas and electric geysers. Keeping in view the requirements and purchasing power
of all the segments of the society Super Asia has introduced different washing machines
to meet their demands. Super Asia has the honor to produce complete plastic body
washing machine for the first time in Pakistan. Another hallmark in quality products is
introducing the double action washing technology through side and center Plaster. In
Pakistan Super Asia has not only introduced a large range of Room Air Coolers in plastic
body, but in different sizes and values as well. Super Asia in order to maintain its
superiority in producing public utility products has introduced hot and cold, and only
cold-water dispenser. It was an instant success' due to its design, effectiveness and
affordable price amongst the consumers. Similarly the complete range of super Asia fans
is of international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket,
Circumatic and Exhaust Fans. Research based products of Super Asia enjoyed a sense of
superiority over similar products in the open market. The objective is, however, to offer
consumers products of international quality at affordable price and this can be judge by
the fact that they are being exported to Saudi Arabia, Dubai, Bangladesh, Sri Lanka and
Myanmar from the last so many years, and their demand is growing day by day.
The success story of Super Asia is due to its chairman Haji Mohammad Yousaf while
Managing Director Haji Muhammad Afzal looks after the production aspects of the
factory. He has a critical approach towards the products and their prices offered by their
Research Report on Sales Fluctuation in Fan Industry Page 16
Qazi Ashfaq
competitors. Haji Muhammad Ashraf, Chief Executive of Super Asia has played a leading
role in the marketing aspects of the products. He is fully aware of modern trends in the
International Markets.It will not be out of place to mention the services of Mr. Faisal
Afzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umer Ashraf, that is looking after
different departments of Super Asia. These four young fellows with their higher
education and thriving on the experience of their seniors have produced excellent results.
Apart from looking after the affairs of factory, chairman Haji Muhammad Yousaf is
equally paying his attention towards religious affairs and social work. He has constructed
a Mosque, Mian Muhammad Din Trust Hospital is another example, where free medical
treatment is being provided to factory workers, and the needy of nearby localities.
Company Profile
Established in1980, manufacturer of ELECTRIC fans in Pakistan in the brand name of
Super Sonic, in different designs and sizes. It includes special varieties of ceiling,
pedestal, exhaust, bracket fans, table and which display their professional expertise, skill
and are equally renowned locally and abroad. As a corporate policy we believe in
providing best of services to our clients with correct information. Our extra friendly
activities keep our members and dealers cheerful and always ready to provide a helping
Our Clients:
We export our products to Bangladesh, Sri Lanka, Singapore, Dubai, Saudi Arabia, South
Africa, Nigeria, and Pakistan.We have metal the above quality certifications criteria due
to our highly qualified, experienced and devoted operational staff under the supervision
Service:
It begins and ends with caring, we are for you, fastest, innovative and always with a
vision of future services today. We can develop design according to the requirement of
our clients.
Values:
Our workers are skillfully trained and great emphasis is on attitude and workmanship.
fans of all types and sizes, washing machines, room coolers, gas appliances. Super Indus
electrical industry is working in Pakistan from last 35 years. We export our products to
Bangladesh and Middle East countries since 15 years. Our motto is to provide excellent
difficult challenge of the marketers. There are many factors in the customer’s mind that
makes sale to happen. Customers make purchase for the particular product because they
have the need that is to b fulfilled. The decision behind of choosing a particular product
for that is been a direct challenge for the marketers to understand the customers. This
study revolves around the similar kind of situation in which the sales of particular product
i.e., FAN has been declined. It occurs because the consumer perceives that the other fan
product offers the right product features, image, or level of quality at the right price or
may be the substitute is available like Split AC. This study answers such questions that
make the sales of fans to decline. The most essential questions that has to be answered by
• The common dilemma, is it really the split units that cause trouble for fans?
• Does competition plays role in making low sales for the particular organization?
There are no easy answers to these questions, yet they trouble marketers in their day-to-
day running of organizations plans and the future of both company and their selves. The
reality behind sales decision is that the level of mind of customers and what motivates
the product facing high competition and affecting constantly from their competitors in
behaviors that may lead to difficulties in making sales higer. This study will explore the
customer’s perceptions illustrates the need for more research on customer’s perceptions
about sales and for programs that make customers aware of product information as well
as their actual influence. The aim of this research is to characterize and find out the
different reasons that causes the sales of fans to fall. This study also tells the opinion of
shop owners and customers about the domestic market of Pakistan. Some of the people of
Paksitan still feels that in paksitan quality of products is igored so this also surved a good
purpose. Finally, the most important and highly appreciated purpose of this study is to
ellaborate the dilemma of split units that they cause the sales of fan to decreased.
factors associated with the problem so my study lies in the field of co-relational study
where I would like to explain the extent of impact of variables on the customers ratio.
The study under consideration is descriptive in nature where the characteristics of the
phenomenon of sales and customers ratio. In the present case the independent variables
my interest lies on the Customers and shop owners from where I would collect data
through questionnaire and interviewing and would not affect the normal life of the target
investigation. The objectives can be stated as research questions. In this study, there are
Primary objectives
companies product.
Secondary objectives
• To make recommendations that will lead to increased the sales and customer ratio
Rawalpindi. Moreover, the goal of this research is to describe the impact of split units on
fans sales and the overall industry review. The analysis within this study will be based on
both businessmen and salaried. Respondents belong to the upper-middle class, middle-
middle class and low class. The age group is above twenty-five years.
1.9 LIMITATIONS
The scope of this study is limited to only to business area and citizens of
Rawalpindi.
The researcher does not possess any prior experience in this particular field and
• Moreover due to limited funds the researcher is faced with mobility problems and
• Respondents may not be honest while giving interviews and filling the
• The researcher may not be able to create a perfect questionnaire covering all the
important aspects of the study. Where on the one hand, too many questions may
result in the respondent losing interest and too few may not cover every feature of
the research.
are influenced by the competitors and substitute products in different ways that require to
be identified clearly so that appropriate measures can be taken by the marketers to sustain
In order to find out the factors, which influence the brand loyalty so, the problem
“How sales of fans have been declined and what is the impact of split units on sales of
fans?”
OR
performed. The literature will cover areas linked to reasons and outcomes to give a
general idea of what has been previously studied by other researchers. Also, this part will
There are number of researchers who provide the reasons and causes of sales declining.
In their research they have proved how different factors affect the sales and force it to
fall. The major threat to domestic manufacture is international manufacturers but besides
that there are man other major threats who cause low sales. Those factors depend upon
the type of product of course but there are exceptions, which mean some of the factors
influence sales regardless of the type of the product. Researcher called those factors
major threat and problems and they recommend marketers to observe and study those
factors before entering in the market. According to Niki Owen (expert in the field of sales
training and sales management training development), following are the main factors
• Price
• Substitute product
• Quality
• Competitors
• Unawareness
management training development. She has developed a remarkable sales training and
sales development system – Sales Activator® which helps to increase sales. She has also
provided some basic reasons other than above that causes downfall in sales. In her sales
research findings particularly in manufacturing concerns, she has discovered four key
aspects of successful selling and according to her, their absence will causes sale
Metaphor: The little three pigs. “Then I will huff and I will puff and I will blow your
house down!”
Poorly defined sales process always dilutes sales revenue. In other words, a well-defined
Metaphor: Goldilocks and the three bears. “Whose been sitting in my chair- and broken it
into pieces”
If the product is not targeting the right audience it can never be successful and unable to
generate sales. A product that is targeted to wrong area and unconcerned people can
easily destroy all the resources of producer. A target is necessary for the sales as income
for the business. A good target market not only enhances the sales but also helps to
The product is very good and according to the needs of the consumer but how it can
generate sales if its awareness in target market in zero which means no one knows that
there is a product of their demand .a good promotion increases the sales volume and
market share.
If product is not beneficial and does not meet the requirement of the consumer it cannot
be successful in the market thus the result would be no sales .the product should speak
sales and also a key reason of declining sales. The website describe that sometimes
promotion itself became the reason of sales declining due to ineffective promotion. The
article by Bob Leduc on the website gives 5 common advertising mistakes which affect
the sales negatively. These 5 common advertising mistakes cause you to lose sales. But
you can easily avoid these mistakes once you become aware of them.
Many businesses reduce their advertising when they are getting plenty of sales. Then they
increase their advertising when sales decline. This pattern of stop and go advertising
creates a repeating cycle of high sales volume and low and sales volume. it also prevents
volume. Continuous advertising produces steady growth. It also reduces the time you
Businessmen often devote al of their advertising efforts to attracting new customers. But
they devote little or no effort to cultivating theses prospects for further sales.
Most prospective customers will not buy the first time they hear or see your sales
message. But many will buy later if you follow up with them. Your follow up can be a
TIP: Customers are prospects too. Stay in contact with them. Find or develop other
products or services you can offer them. It’s easier to make a sale to a previous customer
• Copycat advertising
Businesses often copy their competitors advertising ideas. This can be effective for a
short time. But results quickly decline as more and more competitors copy the same idea.
For example, give your customers a reason to buy from you instead of form a competitor.
This can be as simple as including a unique bonus only you can offer – or providing the
Many businesses got poor result from their advertising because they reach too many
prospects with little or no interest in what they are selling. This often occurs because they
some time to research and plan your advertising efforts. Look for ways you can reach
TIP: Look for alternative media your competition may be overlooking. For example,
many online marketers have started using direct mail postcards to generate traffic to their
websites. It’s a low cost way to bypass the heavy competition online.
Advertisers often promote facts about themselves or their products in their advertising.
But facts don’t sell. Benefits sell. For example, which of the following has more impact?
1. “We provide complete marketing services for starting your own business”
2. “No more time clock. Work when you want. Take long vacations”
The first focuses on the company and describe the services it provides. It’s boring and
unattractive. The second focuses on the benefit provided by that service. It attracts
These 5 common advertising mistakes cause you to lose sales. How many are you
making? Apply the information revealed in this article to avoid these mistakes – and
phenomenon sales before occurring pass through the number of processes in the mind of
the customers. Customers have many things running in their mind and when a need or
want about particular thing arises this is the time when customers desires about
something and eventually search for the completion of it. When the customer goes out for
him that it is the one he is searching for. The decision of making purchase comes to
happen when customers make the decision of the right product to satisfy the need and he
buys it. The phenomenon attraction also exists when there is more one product available
for the need fulfillment. It is the time where customer gets confused. In this situation
customer buys that product about which he has heard or listened through friend or any
promotional medium. Thus, making sales totally depends upon the decision of the
customers unless the marketers do something to grab their attention towards their product
through promotion or something beneficial. The researchers have defined sales through
following equation.
The equation states that customer makes sale only when he sees a desired benefits in the
product that will satisfy his need than he makes a final decision of purchasing it. The
better the benefits offered the higher the sales of the product. Inversely, sometimes
customers are dissatisfied by the product and they want to switch their purchase to
another available product for satisfy their need. This situation happens when need is not
satisfied by the product and another product is available which makes the customer curios
When this sort of unwanted situation occurs in the external environment of the
organizations, the ultimate result is the declining of the customers ratio or sales declining
customers are human and very curious and difficult to understand, marketers sometimes
get confused about setting the price according to quality or according to the market. The
companies around the globe have now become customers oriented and when a company
becomes customer focused, everything starts to look different. That is because everything
in a business can be viewed from a customer perspective. For this reason good customer
The different effects observed in previous studies lead one to consider whether other
variables could act to moderate these effects. The present study is to point out such
that the particular effects of price promotions depend on the image of the promotional
brand, as well as consumers’ loyalty status. (Kocas, 2005; Shor and Oliver, 2006)
loyalty consumers who are more affectively and cognitively affiliated with a brand are
more sensitive to the compatibility between price incentive and brand image than low
loyalty consumers and also if the more customers are loyal to then brand the customer
For prestigious brands, using price incentives to promote prestigious brands can damage
the exclusive status of the brand in high loyalty consumers’ minds. Thus price incentive is
expected to have a negative effect on high loyalty consumers’ brand affect for a
prestigious brand. For low loyalty consumers of a prestigious brand whose affiliation
with the prestigious brand is weaker than that of high loyalty consumers, they are less
sensitive to the incompatibility between the incentive and the brand image. Therefore,
Research Report on Sales Fluctuation in Fan Industry Page 31
Qazi Ashfaq
price incentive should have a weaker impact on low loyalty consumers than on high
expected to be more compatible with the image of a non-prestigious brand than with a
prestigious brand. “Moreover, for high loyalty consumers who buy non-prestigious
brands for the reason of price advantage, they tend to regard price advantage as an
important brand benefit. Hence price incentive would have a positive effect on the brand
affect of high loyalty consumers. In contrast, for low loyalty consumers who are less
sensitive to the compatibility issue, price incentive is expected to have weaker impact on
their brand affect than on high loyalty consumers for a non-prestigious brand”. (Allenby
Nonetheless, evidence arguing otherwise also exists. Neslin and Shoemaker (1989)
pointed out that the negative relationship between incentive and repurchase probability
on the aggregate level could result from the way the data were aggregated. They
the same. Moreover, Davis et al. (1992) conducted a field experiment and found that
price incentives did not have negative impacts on consumers’ brand evaluations. They
used price incentives to promote four grocery items for 4 months, and compared
consumers’ brand attitudes before and after the promotions. No negative change in brand
evaluations was found in their study. Finally, Ehrenberg et al. (1994) also found no
also found.
“Effective image results in a loyalty of the customers and brands as well. Three mandates
that support it include knowing customers, aligning the corporate resources to deliver the
desired results and monitoring the impact and effectiveness of the image and the changes
in the marketplace. Organizations try to plan to create customer loyalty for their products
or services. To get profits the loyalty should be on the foundation of the brand image.”
(Roberts, Helen, 2000). The consumer needs to pampered these days because this is how
is forced to come back to you. If you will not deal with him or her the way they expected
then they will never come back to you. “The customers are required to attach emotionally
to a brand. Many companies, now days are emphasizing on this issue. Building up
relationships and making customers come back is part of strategy these days. Customers
are convinced that they are getting for what they pay. Now a days rather than targeting
the mass market, the emphasis is on establishing valued emotional relationships with
individuals.” (Walton, Thomas, 2001). If the customer is attached to a brand once he will
never go unless he feels that he is not getting the same from the product or the selling
person. “It is clear that brands begin and end with people, and that companies suffer for
lack of deep knowledge of the end customer-how she thinks, perceives, and acts within a
natural cultural context. Confusion, faulty assumptions, and bad decisions are the natural
consequence of that information deficit. (Bill Vernick, Knowing Your Customer, vol6,
try too show their brands on line and creat better image in the consumer’s mind as well.
This has very serious concern with the brand loyalty and the position of a brand in the
mind of the consumer. It can bring either positive or negative impact but mostly it is
positive. “The customer who is prepared to pay a substantial premium for consumer
electronics but who discovers, upon visiting a company website, that brand images take
an interminably long time to build-or that crowded pages and unclear navigation make it
next to impossible to locate a brand image. Both cases would severely undermine this
customer's confidence in the brand and his or her motivation to purchase. (Jackson, 2002)
Marketers have long courted consumers based on the age, gender, culture and attitudes
that brand loyalties are formed early in life and dictate our purchases at retail for decades
to come. The image we get, the loyal we are, marketers have assumed. Consumers have
the exclusive on being open-minded about brands, right?( Christina, 2001). In some
categories, that are true, according to recent Roper surreys, but on the whole, the
relationship between brand loyalty and image has been vastly overstated. In reality, it is
not one's brand that dictates consumer choice, but rather one's image. And image teaches
us not just to become "creatures of habit." Instead, we also learn to ask the right questions
and look for proof of claims; it enables us to examine life from a broader perspective.
Sometimes brand image makes us more loyaly. (Carolyn Setlow, 2002). Moreover,
customers ratio varies more by category than by image, depending on such factors as the
number of brands in a category, the range of price points and the real/perceived
differences among brands (Gale Group, 2002) Just as consumers in many categories
Differentiating between the brand triggers such as a brand name, a distinctive logo or
even a distinctive product design and image (i.e. the shape of a BMW), or a color scheme
(BP) etc. and the brand associations (brand image) triggered by them is a first step to
understanding what makes good brand management. Since these triggers are learned -
and often loved - by consumers, they have to be kept consistent over time. If brand
triggers change suddenly, the access to the associations stored in the mind can get
irritated. Consumers ask themselves, "Is this really still the same product?" A suddenly
changed brand trigger can cost millions of hard-earned brand-equity dollars and ruin
brand profits by throwing consumers back into a search mode. (Guenther Mueller-
Heumann, 2000)
advertising-intensive markets the products are nearly homogenous. This suggests that
advertising could be used to redistribute buyers amongst sellers and not (only) to increase
demand. Scherer and Ross (1990) note: “double-blind experiments have repeatedly
priced beer brands, but exhibit definite preferences for the premium brands when labels
Many advertising campaigns have rather an emotional content and try to attract
consumers by associating the product with attitudes or feelings that have no relevant
Fitzpatrick observed that they “may look disorganized, but every detail is cold-heartedly
calculated. People see the scenes they want to identify with. [...] It’s not verbal. It’s not
rational. It’s emotional, just the way people buy cars” (see Scherer and Ross 1990 p. 573,
originally from “On the Road again, with a Passion”, New York Times October 10th,
1988.) Persuasive advertising could be a way to influence such customers to a brand and
defines itself as being “about everything that is young and fresh, a celebration of the
creative spirit. It is about the kind of attitude that challenges the norm with new ideas, at
every step of the way”. Advertising contributes towards loyalty prevailing in consumer’s
advertising at the University of Florida, noted that “Advertising is becoming art. You
don’t need it, but it’s fun to look at” (see Herald Tribune, January 10, 2003). Loewenstein
(2001) remarks “while conventional models of decision making can make sense of
misleading), much advertising- for example, depicting happy, attractive friends drinking
Coca-Cola seem to have little informational content. Instead such advertising seems to be
intended to create mental associations and brand loyalty that operate in both directions,
causing one to think that one should be drinking Coca-Cola if one is with friends (by
evoking a choice heuristic) and to infer one that one must be having fun if one is drinking
Coca-Cola (playing on the difficulty of evaluating one’s hedonic state).” See also
Camerer et al. Advertising results in the creation of loyal consumer groups attached to the
advertising may be used to relax price competition (Ugur Akgun, Ramon Caminal,
Xavier, 2003) Remember that you owe your insight to the consumer, who should always
drive your efforts. If you get off track and the consumers tell you, you must listen. This is
the reason you have to keep checking with them, to make sure you have stayed true to
their original guidance. Simply listen to consumers, because it's the best way to improve
any new product, advertising, marketing, and packaging. Jack Gordon (AcuPOLL); Bill
Vernick and Bob Sukys (BrandMine, 2003). Being a brand loyal in the current scenario is
very difficult because of variety of substitutes and bombardment of adds. This makes a
consumer confuse about the selection of a product and remembering the actual product.
This is not only for expensive or big products but for all. So if a company comes with a
success preference is set which results in the creating brand loyalty. “For understanding
actually know things so it plays important role in building brand loyalty. The second
thing is to know true and false brand loyalty. It is also very important to know the way
the marketers uses our sense to position the product in our minds.” (Bill Nissim, 2004)
1999 Doyle, 2000 ; Mouritsen 2000) and the more valuable assets include brands and
their reputations (Hall, 1992; Rust, Zethaml and Lemon 2000). In a highly competitive
business environment, customers have become one of the most important strategic
Despite of the completely new ones, customers can be divided into two groups: those
with high loyalty and those with low. Donna and Theodore indicate that the expense for
getting new customers is about six to ten times the cost for keeping existing ones.
Reichheld and Sasser's research point out that if a company can reduce 5% lose of
corporate prosperity. Another factor strongly related to services brand success is the
quality of brand and nature of customer service. (L. de Chernatony and S.L. Drury, 2005)
importance of high quality customer service is well grounded in the literature. Gronroos
(2000) conceives a model of the levels on which a service can be offered. At the basic
level, a core service exists which is accompanied by facilitating services and providing
quality brand to customers (which make it possible for customers to use the core service)
and supporting services (which can be used to increase the value of the core service).
One aspect of quality service, treating customers with respect and not patronizing them,
is noted as particularly important. This is in line with the work of Bitran and Hoech
(1990), who found that high quality service brand involves focusing upon frontline
increase their brand loyalty. Respondents from the more successful brands referred to this
both implicitly and directly, One of the choices organizations face is whether to adopt a
‘loose’ or ‘tight’ style of brand management (Authors 3, 2001). Tight branding is the
increasing brand loyalty. However, the importance recognized by managers of the more
successful brands of maintaining the quality is more in keeping with the idea of loosing
brand loyalty. There is a realization that senior management must reduce their dominant
control over the brand, so staff can be allowed, or even encouraged, to personalize the
experience for consumers. It will create a stronger relationship with consumers and a
of a marketing action by one firm depends to some extent on the reaction of its
appropriately, competitive response, can take on many forms. One way of examining
competition is to distinguish between how firms compete between and across strategic
There is limited empirical evidence regarding the type of competitive interaction that
competitive interaction, which did not even begin until the late 1970’s and early 1980’s
(e.g., Gollop and Roberts 1979, Bresnahan 1981; see Bresnahan 1989), suggests that
there is significant variation in the competitive interaction observed across categories and
Since the outcome of a firm’s action depends at least partly upon the behavior of its
rivals, it is important for firms to understand the nature of the game being played.
important first step in this direction requires an understanding about the type of
example, Raju and Roy (1997) define three forms of competitive interaction: independent
player takes its rival’s strategic actions as given and acts to maximize its own profits.
Under leader-follower behavior, one firm acts as the leader (i.e., it does not react to its
rival’s actions), while its rival follows changes in the leader’s strategic behavior. Under
collusive behavior, firms act to maximize joint profits. In practice, it may often be the
case that firms compete vigorously on price, but accommodate changes in the feature
A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991).
And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives
shown following points that are present in environment but are not visible. Researchers
have to do extra work on external environment to detect them. Following points stop
Exports to U.S. and to EU countries have both weakened due to the influence of U.S.
economies slowdown and the euro depreciation is the past, respectively. Further,
reflecting the economies slowdown is U.S. and in Asian countries, exports to Asian
countries, mainly electric machinery, have declined, and exports as a whole are
decreasing. In the future, the continuing slowdown of the U.S. economy is expected to
Imports of Chinese-made textile products are increasing, but as imports of machinery and
increasing moderately. Imports from EU countries show an up-trend due to the euro
depreciation in the past, but imports from Asian countries are increasing at a moderate
pace due to the decrease in imported machinery and equipment. Imports from the U.S.
As for the balance of international payments, surplus registered in the trade and service
account is decreasing due to a decline in the export volume and a risen the import
volume, although in terms of price, the surplus expansion effect is at work de to the
industries and the robust trend is expected to continue for the present, but there
Business investment has remained on upward trend since it started to rebound at he end
of 1999, thus becoming a factor to prop up the economy. So far, the advance has been led
manufacturing industries and started to rise from the preceding year in non-
Also judging from the bank of Japan’s Tankan survey, the business investment plan for
fiscal year 2000 shows the highest growth rate in recent years for both large firms and
small and medium-sized firms in manufacturing industries, and even compared to the
preceding survey, a significant upward revision (a year on year increase of 16.4% and
11.3% respectively for large firms and small and medium-sized firms) has been made.
The outlook for business investment is expected to continue to be robust for the present,
as machinery orders, a leading indicator, have continued to upturn in the second half of\
last year. However, there have already been signs of weakness for the future, such as the
Corporate profits have improves since 1999 and significantly rebounded particularly
since the second half of 2000 (according to Quarterly Survey Of Corporate Enterprises,
recurrent profit rose 31.9% in the October-December quarter as compared t the same
quarter a year earlier). The efforts of restructuring made by firms are raised as the reason
for the recent improvement, but factors such as the increasing sales volume in
industries since the beginning of 2000, too, have made great contribution to this.
and more firms in the whole corporate sector believing that business is unfavorable than
The number of business failure has remained somewhat high, such as business failures pr
• Domestic wholesale prices and consumer prices are both declining slightly.
Domestic prices are slightly declining from the beginning of 2005 due to the declining
prices of electric machinery and transport equipment. Domestic wholesale prices stayed
almost unchanged from the preceding February but are actually continuing to decline
from the preceding month, if the factor of temporary price increase due to the low
temperature is excluded from edible agricultural, livestock and aquatic products such as
eggs. Export prices declined as a result of the yen appreciation along with a decline on
the contractual currency basis. Import prices declined as a result of yen appreciation
along with a decline on the contractual currency basis. Further, the corporate service price
index has continued to decline from the month a year earlier. Consumer prices have been
declining slightly since the fall of 2004 due to the decline in the prices of textile products
and food service (the composite index excluding perishables in January down 0.5% from
the same month a previous-year). Further, consumer prices in the 23 wards of Tokyo in
index excluding perishables in February down 0.5% from the same month a year earlier).
relationship among several factors that have been identified important for the problem.
This study will resolve around the following dependent, independent and moderating
variables. Before going into the practical demonstration of variables through flow chart,
first we have to list and define the purpose of the each variable that will be used in the
research.
List Labels
Price Independent
Quality Independent
Availability Independent
Reliability Independent
Competition Independent
Advertisement Moderating
The dependent variable “Declining Customers Ratio” is the variable of primary interest
and to which the independent variables and moderating variable may cause to influence.
The basic purpose because of which the above variables are taken is all of them have a
market then everyone does not feel awkward to buy the product and the same is true for
cannot easily accessible then how it is going to be purchased. Lack o advertisement does
unknowingly. Finally less provision of reliability of local companies also increases the
Price
Quality
Customer Ratio
Availability
Dependent Variable
Reliability
Competition
Independent Variables
Advertisemen
t
Moderating Variable
method of research, respondents and their description, source of data, the sets of research
instruments that were used, treatment of data, and the statistical tools, which were used in
this study. The data has gathered from the sample of population. Random sampling
method will be used to make the sample true representative of the population.
upon the existing sources. The descriptive process of research was believed to be more
suited in this kind of investigation. The goal of the study is to describe relevant aspects of
study that presents the data in a meaningful form thus help to understand the
particularly of variables and problem and to offer ideas for further probing to make
workers are used as a research instrument for the study to gather and analyze the opinion
of the respondents. It also included formal/ written information from websites and the
forms as well as assistance from our professor and any concerned persons. Both field and
desk research has been conducted to compile this study. Sources of desk research include:
• Newspapers
• The Internet
Pakistan. The citizens of this city have every characteristic of being chosen as
respondents therefore the respondents of the study are the earning individuals of
Rawalpindi. The names of respondents who have participated while giving information
and their views regarding topic are mentioned in the appendix. The list only provides the
population of respondents. The samples were taken from the population on the basis of
simple random sampling. Needless to say, even if the intent of this study were to examine
every element of the population- time, cost and human resource constraints had made it
very hard to collect data, or examine every element. With respect to unstructured
interviews, the respondents of this study are the different earning individuals of
Rawalpindi city. So the sample is taken from the population “the earning individuals of
the mentioned city”. As also, the study revolves around the earning individuals so the
sample of total 100 respondents are considered good enough and further segmented into
two categories. The breakup of 100 respondents is 80 respondents are salaried persons
and the remaining 20 are the business owned persons. To analyze and get the results the
like Raja Bazaar and Pendora and Murree road, for getting information through
questionnaires, there were 9 interviews conducted, 6 from different persons who are
The owners told me about the brands they are selling and what incentives they are
providing to customers like installment facility to the customers. Most of the shop owners
are doing business from the last 15 to 20 years and they are successful. They informed
about the most selling brands of the fan industry like Pak fans and Yunas fans. In this
process of interviews the owners and workers told about the sales of fans, they said that
fans still has a good sales but the interval between two buying is now has increased. They
also agreed on the opinion of split AC’s attack on the sale of fans. They said that now
customers who have a lot of money preferred split units. My reaction to this sentence was
not good so I cross questioned that fan is one of the basic requirement of the room it
cannot be ignored then they replied that previously when there was no split units
customers were purchasing two sometimes three fans per room and now the situation is
changed and the number is reduced to one fan per room and I agree on the answer. When
the owners were asked to provide their opinion about how to increase the sales of fans?
They said in return that its not like that fans’ sales have been low, instead of it, now there
are many brands and producer are coming in market and the sales have shifted to many
other brands like Prime fans for Gujranwala is entering in market. In marketing
interviews that most of shop owners, regardless of their business, has installed split units
in their shops. And when they asked about it regarding the research they said in return
that yes it would cause the sales of fans. They said that now persons who have good
money in their hand and want to open any kind of shop or business, they install split units
in their shops. Some of them also said that it also depends on the weather, the shop
owners who have good profit they install split units because they want to get rid of
summer’s hotness as Pakistan is a very gifted country and it has very cool winter and also
very very hot summer. Finally, it seems necessary and purposely to mention the extra
opinion of one of the owner who said deliberately that he is very happy and proud that
now students are coming and concerning about the domestic market of Pakistan rather
than international or other sector which are currently at the top like banking and telecom.
He also said that the real gold is the domestic market of Pakistan about which people are
not aware of and they should be told about the richness of the Pakistani domestic
main purpose of this study was to disover the reasons behind the low sales of fans and
also clears the dilemma of split units causing the low sales of fans. Through this research
it is concluded that there are two major independent variables which have affect the sales
of fans negatively. Those variables are “prices” of fans and above all the “competition”
between fan manufacturers. And other main cause that has been acquired during the
interviews is the introduction of “split units” which has also decreases the sales of fans..
The moderating variable in this research was “advertising”. The survey shows that
advertisement does have a major affect on sales of fans or any product. Shop owners’
dealers and believed that advertisement creates more demand and awareness about the
fan and it should be increased. The reasons of the negative influence of independent
• Prices of fans are not high but most of the users are belong to the middle class and
the market of Pakistan has low literacy rate which result the price to effect the
sales of fans.
• Pakistan domestic market is very rich with manufacturers, so fan industry is full
competition variable causes the low sales of fans as there are many producers are
• The influence of split units is also negative on sales of fans because the customers
who have high income goes for the split units due to it cooling benefit. The split
owners who have installed split units in their shops instead of fans has been
• The dilemma of split units is exists because lot of fan manufactures thinks that
split unit is the main reason of the low sales so they also start producing of split
units.
There are some independent variables which do not affect the sales of fans. Those
independent variables are “quality”, “availability” and “reliability”. Quality of fans has
been good and the customers do not have any question or reason for not purchasing fans
because of quality. As Rawalpindi is diverse and very busy market thus availability also
does not cause the sales declining. Reliability variable has also not involved in the
causing the sales decline because fans producers are more concerned about quality and
conducting research I have found that in Pakistan due to poverty people cannot afford too
much prices of goods due to less earnings. So there should be low price while
maintaining the quality of product. Competition has been increased over the past few
years in many industries of Pakistan. Through this research I have found that fan industry
is also having many manufacturers. So the producers must observe their competitor and
their strategy of promotion in order of compete with them. New technologies are coming
daily. In this research I have found that the local manufacturers are not very keen to use
new technologies because of their financial problem and profits. It is very important to
use new technology to make customers loyal towards the company. Government can play
its role in making this possible. This research reveals that promotion of fan
Pakistan’s most market lives in rural areas. This research recommends the following
promotional techniques:
• Be newsworthy:
The manufacturers should use all available TV media to provide awareness about their
This should be entertaining and informative; it must offer them something useful in their
job or their life. Downplay the advertising element; this is definitely a soft-sell tool. Only
send it to clients and serious prospects, not cold prospects. Finally, keep it short and keep
the frequency reasonable; if you send them 1,000-word messages or contact them daily,
A common advertising phrase for sales is "up to XX% off," and the higher the number,
the bigger the attraction for customers -- but keep that number at a reasonable level.
Customers love to see and hear the word "free" in advertisements and sale notices. Your
job as a businessperson is to stick to the meaning of the word. The two most important
points: (1) If you have a "buy 1, get 1 free" sale, you can't raise the price of a good to
cover the cost of the free item, and (2) if there's a condition on receiving a free item, such
as buying three widgets, you need to state that condition clearly in all advertising.
Print ads get tossed in the recycling bin daily, and television and radio ads can fall victim
to TiVo or satellite radio. But if your customers have a reminder, say a flash memory
stick, with your logo and Web site on it, you'll stay top-of-mind.
If the competitor you've been comparing yourself to changes its prices, you need to either
find a new, high-priced competitor so that your claims remain true or change your
advertising.
• Be aware that if you use comparative pricing for only a few of your products,
customers might assume that the non-labeled products cost the same or possibly
60
50
40
Values
35
30
25
values
20
Q:2 You like
15
10
5
0
paksitani fans international fans
respondents
30
25
brand
Values 20
price
15
Quality
10
Reliability
5
0
Extremely Very Some Not very Not at all
important Important what important
important
Respondents
The survey shows that most of the customers pay attention towards price and quality of
the fans before making a purchase.
30
25 fans
20 coolers
v alue s
15 split AC
10
5
0
excellent very good good fair poor
responents
Almost 100% of customers do not complain about the electricity consumptions of fans.
45
40
35 less than 10000
30
10000-15000
values
25
15000-20000
20
15 20000-30000
10 above 30000
5
0
split ac fan room fan& split Fan &
cooler ac cooler
respondents
Purchase decision is highly depends upon the income of the customer. The higher the
income of the customer the more expensive product he will buy.
35
30
25
values
20 split ac
15 coolers
10
5 elecricity
0
prices
strongly disagree niether agree strongly
disagree agree not agree quality
disagree competition
respondents
Most of the customers of fans agree with that sales of fans have been declined because of
coolers and split units.
25
values 20
15 Q:7 scope of fans is still
10 there in small villages
5
0
strongly
agree not
disagree
strongly
disagree
agree
niether
The survey reveals that scope of fans is still there in small cities and villages.
50
40
30
20
10 Q:8 AC/room
0 coolers coolers are
Fans are unable The prices of given preferrence
to cope with AC/roomcoolers over fans due to
summer are affordable
Customers are of the view that fans are unable to cope with summer. So that’s why they
have switched to alternative products like coolers and split units.
25
20
v alue s
er
io
Tv
l
Al
ap
ad
sp
R
ew
N
Respondents source
Q: 10 Advertising of fans
30
25
20 good enough
values
15 should be increased
10
needs improvements
5
0
strongly
agree not
disagree
strongly
disagree
agree
niether
10
8
6 Q:12 Advertising of
4 fans should be on
2
0
er
m
io
TV
ad
he
ap
ft
R
sp
lo
ew
Al
N
According to the survey customers feel that advertising of fans should be on all available
medias.
customer ratio) Craig Terrill and Arthur Middle Brooks PB (NTC) American
publishing, copyright©1999
http://www.extension.iastate.edu/agdm/wholefarm/html/c5-54.html Customer
• http://www.crm.com/brand/loyaltymodels/html/m1m2.html
61.
Doubleclick.net.
104.
Through Database Marketing: A Mixed Data Factor Analyzer for Data Source:
• Young, Sam J., (2001), “Make the Most of Every Channel,” Catalog Age, 18
(March), 58-59.
• www.bizreport.com/2007/04/are_online_travel_sales_declining.html
• www.marketintelligencecenter.com/articles/335434
• www.brandsynario.com
• www.fdi.com.pk
• www.pakboi.com.pk\investments
• www.royalfans.com
• www.gfcfans.com
• www.wahid-industries.com
• www.millatfans.com
• www.bizreport.com
• www.businesweek.com
• www.marketintelligencecenter.com
• www.alibaba.com\pakistan\manufacturing-concerns
T%2CMISC&IndexArea=company_en&Country=PK&CompanyType=&Searc
hText=Fan
APPENDICES
Questionnaire I (for customers)
Q:1 Fan is a basic necessity.(Please tick one)
Yes No
Q:4 What is the level of importance for you towards following attributes of
fans?
1 2 3 4 5
Q:9 AC/room coolers are given preference over fans due to:
Fans are unable to cope with summer
The prices of AC/room coolers are affordable
Q:10 Where you have seen the advertisement of fans?(Please tick one or more)
TV Radio
Newspaper Billboards
Never seen Others_ _ _ _ _
(Please specify)
Q:11 Advertising of fans:
Good enough Need improvements
Should be increased Both second and third
1 2 3 4 5
Q:8 Electric consumptions of following substitute products are:
Excellent Very good Good Fair Poor
Fans 1 2 3 4 5
Split AC 1 2 3 4 5
Coolers 1 2 3 4 5