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Table of Contents

ABSTRACT ............................................................................................................................................... 2
INTRODUCTION ....................................................................................................................................... 3
AIR-CONDITIONING MARKET IN INDIA ..................................................................................................... 4
MARKET SHARE ....................................................................................................................................... 5
COMPANY PROFILE.................................................................................................................................. 7
SERVICE QUALITY .................................................................................................................................... 8
MODEL OF SERVICE QUALITY GAP ........................................................................................................... 9
MAIN TEXT ............................................................................................................................................ 11
SWOT ANALYSIS .................................................................................................................................... 14
QUESTIONNAIRE DESIGN ....................................................................................................................... 15
APPENDIX .............................................................................................................................................. 16
REFERENCES .......................................................................................................................................... 21
ABSTRACT

Businesses have long sought to distract and attract the attention of potential customers
that live in a world of ever-increasing commercial bombardment. Indian air conditioning
industry is dominated by a number of players reflects the changing dynamics of
consumer behavior – luxury goods are now being perceived as necessities with higher
disposable incomes being spent on lifestyle products. There is a discernible shift in the
consumer preference in favor of high-end, technologically superior branded products, the
demand being spurred by increasing consumer awareness and preference.

This project focuses on studying the gaps in order to find out the needs of the dealer
enabling end-user satisfaction. Carrier, the world's largest producer of heating, ventilating
and air conditioning equipment, was UTC's second largest employer in India. In the US,
Carrier produces a residential air-conditioning unit every six seconds. It caters to
different market segments.

So my project focuses on studying the Kolkata AC market, where I have to study the
different competitors of Carrier air conditioners and do a comparative analysis with
Carrier. Than I have to proceed to the exclusive dealer Aircare Enterprises assigned to
me, where I have to do a day-to- day monitoring of the operations of the dealer, study
there organization structure, and to recommend a strategy for the business development.

This project would help the organization to recognize and reduce the various gaps that
exist between the dealer and the company, the dealer and the end customer; the important
variables which consumers do keep in mind while purchasing the air conditioner. All this
will lead to the formulation of a strategy for business development for the dealer,which
will in turn lead to the business development of the Organization.
INTRODUCTION

Objective of the Project : The objectives of the project are given inline :

To study the service quality of “Carrier”.


Analysis of SERVQUAL using 7-gap model. To identify
the key buying factors of the lost customers
To recommend the strategy for business development that
will cater to the current and future needs of the lost
customers of the respective dealer( Aircare Enterprises).

Methodology : Methodologies for this project are given below :

Collection of primary data from the exclusive dealer assigned to me.


Collection of data for competitor brands from all parts of Kolkata in
order to prepare a comparative chart with Carrier.
Network Analysis of the various dealers of Carrier as well as its
competitors in different parts of Kolkata.
Gap analysis in order to identify the needs of the dealer and the
customers.
Business Model Design( i.e. value proposition, target customer
segment)

Limitations: There are a few limitations to this study

Time Constraint: As the duration of the project is 14 weeks so the survey cannot be
conducted on a very large sample size.

Area : As the research is carried out in Kolkata,the result may not represent the same
views as in the other parts of the country.

Linguistic Barriers : Problem of communication for not having a grasp over the local
language.

Co-operation : Co-operation of the dealer as well as the customers cannot be predicted.


Plus the information provided by them is not always correct.
AIR-CONDITIONING MARKET IN INDIA

The size of the air-conditioner industry in India is about Rs 2,000 crore. The industry can
be sub-divided into non-ducted and ducted products. The demand for non-ducted
products -- window air-conditioners and mini-splits -- comes from both households and
corporate. The demand for ducted products -- central plants, packaged air-conditioners
and ducted splits -- is mostly from the corporate

AIR CONDITIONER- PRODUCT TREE


MARKET SHARE

MARKET SHARE OF SPLIT AC

Indian air-conditioner market can be analyzed for the window and split AC, between the
major players in this category which are Carrier, LG, Voltas, Samsung, Hitachi,
Videocon and others.

Market Share of Split AC Market


samsung
voltas
13%
19%

hitachi
11%
lg
41% carrier
others 9%
7%

LG has maintained its leadership position in the Indian AC market accounting for a
market share of 41%. The company achieved its milestone of sales of 500000 air
conditioner in 2005 and has been growing. LG is focusing on offering a comprehensive
range of air-conditioners that provide all indoor air quality solutions. Within the split
segment the market condition is as shown below in the pie-chart.
MARKET SHARE OF WINDOW AC MARKET

Market Share of Windows AC Market

samsung
14%
lg voltas
35% 13%

videocon lg
8%
samsung
voltas
others
hitachi
18% videocon
7%
hitachi
carrier
carrier
5%
others

LG rules the window AC segment again with 35%.Followed closely by Samsung with
14%. Voltas and Videocon have a share of 13% and 8% respectively. And Carrier is
growing fast with a 5% share.
COMPANY PROFILE

Founded in 1915 by Dr.Willis Carrier, the inventor of modern air-conditioning, Carrier has
developed into being the largest global manufacturer of air-conditioning, heating and commercial
refrigeration systems. Over the decades, the Carrier name has become synonymous with
reliability, innovation, commitment, superior technology, cutting-edge manufacturing and world-
class performance.

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 Air-conditioning 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 Gurgaon 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.
SERVICE QUALITY

Managers in the different sector specially service sector are under increasing pressure to
demonstrate that their services are customer focused and that continuous performance
improvement is being delivered. It is therefore essential that customer expectations are properly
understood and measured and that, from the customers’ perspective, any gaps in service quality
are identified. This analysis then assists a manager in identifying cost –effective ways of closing
service quality gaps and of prioritizing which gaps to focus on.
One of the aims of this study involves the use of SERVQUAL instrument in order to
ascertain any actual or perceived gaps between customer expectations and perceptions of the
service offered.

Service quality can be defined as “the collective effect of service performances which determine
the degree of satisfaction of a user of the service”

Dimensions of service quality

Reliability
Tangibles
Responsiveness
Assurance
Empathy

SERVICE QUALITY DIMENSIONS: A PICTORIAL VIEW


Edvardsen, B., Tomasson, B. and Ovretveit , J. (1994), Quality of Service: Making it Really Work,
McGraw-Hill, New York, NY .
MODEL OF SERVICE QUALITY GAP

MODEL OF SERVICE QUALITY GAP


Parasuraman et al., Curry, 1999;Luk & Layton,2002

Gap 1: Customer’s expectations versus management perceptions: a result of the lack


of marketing research orientation, inadequate upward communication and too many
layers of management.
Gap2: Management perceptions versus service specifications: a result of inadequate
commitment to service quality, a perception of unfeasibility, inadequate task
standardization and an absence of goal setting.

Gap3: Service specifications versus service delivery: a result of role ambiguity and
conflict, poor employee-job fit and poor technology-job fit, inappropriate supervisory
control systems, lack of perceived control and lack of teamwork.

Gap4: Service delivery versus external communication: a result of inadequate


horizontal communications and propensity to over-promise.

Gap5: The discrepancy between customer expectations and their perceptions of the
service delivered: a result of the influences exerted from the customer side and the
shortfalls (gaps) on the part of the service provider. In this case, customer expectations
are influenced by the extent of personal needs, word of mouth recommendation and past
service experiences.

Gap6: The discrepancy between customer expectations and employees’ perceptions:


a result of the differences in the understanding of customer expectations by front-line
service providers.

Gap7: The discrepancy between employee’s perceptions and management


perceptions: a result of the differences in the understanding of customer expectations
between managers and service providers

What is Satisfaction?

Satisfaction = function of {Expectation and Perceived delivery}

A person is said to be dissatisfied when the perceived delivery is lower than expectation;
he/she is satisfied when they match; delighted when the delivery exceeds expectation and
astonished when the delivery far exceeds expectation. The following equations explain
these relationships.

Perceived Delivery < Expectation --> Dissatisfaction


Perceived Delivery = Expectation --> Satisfaction
Perceived Delivery > Expectation --> Delight
Perceived Delivery >> Expectation --> Astonishment
MAIN TEXT

This project focuses on studying the gaps in order to find out the needs of the dealer
enabling end-user satisfaction. The purpose of the report is to list down all the
information that will be gathered during the course of completion of the project. The
report talks about the company, the various aspects relating to customer needs, leading to
dealer satisfaction, finding out the gap between the expected and perceived service and
finally about how the company should position its product so as to cater the needs
efficiently to create “Customer Satisfaction”.

www.kiwipumps.com/customer-satisfaction.html
The following processes need to be accomplished in order to fulfill the aim of the project
successfully.

Understand the customer behavior particularly their key buying factors.


Analysis of the “gaps” between the different levels, that will be the basis for
customer satisfaction.
To recommend the strategy for business development that will cater to the current
and future needs of the lost customers of the respective dealer( Aircare
Enterprises).

NETWORK ANALYSIS - A network analysis of the air conditioning dealers all over
Kolkata is done in order to know the technical specifications, prices ,etc, of the various
competitor brands like LG, Hitachi, Samsung, Blue star, Voltas, Daikin. I collected
information from about 21 dealers from all over Kolkata, which I have presented in a
tabular form below. The various places visited in Kolkata were Garihat, Golpark, Behala,
Ultadanga, Maniktala, Park Street, AJC Bose Road, Beck Bagan Mithai, Howrah, Prince
Anwar Shah Road, Kankurgachi.
DEALERS IN KOLKATA SAMSUNG LG HITACHI CARRIER OTHERS

GARIHAT
1. ANAND MELA YES YES YES YES

2.CAPITAL ELECTRONICS YES YES


3.HEERA DEEP YES YES YES
GOLPARK
1.MULTICHANNEL
ELECTRONICS YES YES
2.SHREYA DISTRIBUTORS YES
BEHALA
1.SALES EMPORIUM YES YES YES

2.FAIRDEAL YES YES


3.JOY REFRIGERATION YES YES

4.CAPITAL ELECTRONICS YES


ULTADANGA
1.ACCUMEN YES
2.CAPITAL ELECTRONICS YES
3.SALES EMPORIUM YES YES
MANIKTALA
1.GOLDEN TRADING CO. YES
PARK STREET
1.KHOSLA ELECTRONICS YES
AJC BOSE ROAD
1.CRYSTAL REFRIGERATION YES
BECK BAGAN-MITHAI
1.KHOSLA ELECTRONICS YES YES
HOWRAH
1. KHOLSA ELECTRONICS
PRINCE ANWAR SHAH ROAD
SPENCERS YES YES YES YES
KANKURGACHI
1.PANTALOONS YES YES YES
2.HEERA YES
SWOT ANALYSIS

SWOT Analysis is a strategic planning tool to evaluate the Strengths, Weaknesses,


Opportunities, and Threats involved in a project or in a business venture or in any other
situation of an organization or individual requiring a decision in pursuit of an objective. It
involves monitoring the marketing environment internal and external to the organization
or individual.

STRENGTH WEAKNESS
1.First to develop exclusive dealer network. 1.Poor IMC techniques that leads to poor
2. It has a strong setup, Willis Carrier penetration among the masses.
Engineering Center, to provide technological
support to develop new products and upgrade
existing ones.

SWOT
THREAT
1.Likely to face fierce competition from domestic
OPPORTUNITY
companies as they have well-acknowledged 1.Advent of internet provides an excellent
brands, an extensive distribution network and opportunity to reach to a large base of customers
better insights about the local market conditions. and cut costs.
2.Increased threat from cheaper
imports, especially from China
QUESTIONNAIRE DESIGN

In this section I will discuss the various aspects of questionnaire format

There are basically three questionnaires

Key buying factors

Dealer feedback questionnaire

Gap analysis questionnaire

KEY BUYING FACTORS - This section comprises on questions where respondents were
asked to rate the different kind of attributes which they keep in mind while buying an air-
conditioner. They are asked to rate the attributes on the level of importance they attach to
them while buying an air-conditioner .

Different attributes are as follows

 Brand
 Price
 Awareness
 Output quality
 Functional quality

DEALER FEEDBACK QUESTIONNAIRE – This section consist of feeback from the


exclusive dealer (Aircare Enterprises) on the attributes linked to Carrier which are

 Promotional Scheme
 Company Policy
 Sales Support
 Service Support

GAP ANALYSIS QUESTIONNAIRE – This questionnaire consist of questions based on


expectation and perception of service quality by the customers, which will be correlated
with customer satisfaction.This questionnaire will basically deal with the various gaps
that exist between the management, the dealer and the end customer.

After filling up of questionnaire the analysis will be done using statistical tools like
SPSS, in order to provide a proper recommendation to the Organisation, that will act for
the twin benefits of the company as well as the dealer and will cater to the needs of
business development.
APPENDIX

QUESTIONNAIRE FOR KEY BUYING FACTORS

Name:

Contact No.:

(Put  mark on appropriate option)

Age: a) 20 – 30 yrs b) 30 – 40 yrs c) 40 – 50 yrs d) 50 yrs and above

Annual Income: a) below 3 lacs b) 3 – 6 lacs c) 6 – 12 lacs d) 12 – 24 lacs e) 25 lacs and above

1. What brand name comes to your mind when you hear of AIR CONDITIONER?

Samsung LG Carrier Hitachi Daikin Voltas Others(specify)

2. I agree that Brand name is important while purchasing an AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

3. I think advertisement affects my purchase intention while choosing any AIR


CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

4. I agree that price is an important factor while buying any AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

5. I think quality of product is important while purchasing AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

6. After sales service matters to me while purchasing an AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree
7. I think BEE star rating matters while purchasing AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

8. I think AIR CONDITIONER should be eco-friendly?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

9. I think quality of service affects your purchase intention while buying an AIR
CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

10. I think response time is important for purchasing any AIR CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

11. I think installation of AIR CONDITIONER matters during purchasing an AIR


CONDITIONER?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

12. What would be the best priced brand according to you?

LG Samsung Carrier Voltas Hitachi Others(Please


mention) if any

13. I agree that I see the ads of carrier?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

14. Which brand’s ads do you like the most?

LG Samsung Carrier Voltas Hitachi Others(Please


mention) if any

15. I agree I have visited the website of carrier?

a) Strongly agree b) Strongly disagree


16. Which of the following brands give true value for money?

Samsung LG Carrier Hitachi Daikin Voltas Others(specify)


QUESTIONNAIRE FOR GAP ANALYSIS

Name:

Contact No.:

(Put  mark on appropriate option)

Age: a) 20 – 30 yrs b) 30 – 40 yrs c) 40 – 50 yrs d) 50 and above

Annual Income: a) Below 3 lakhs b) 3 – 6 Lakhs c) 6 – 12 Lakhs d) 12 – 20 lakhs e) 20 lakhs & above

Please show the extent to which you think firm is offering.


( 1 – Strongly agree 2 – Agree 3 – Neither agree or disagree 4 - Disagree 5 – Strongly
disagree)

1. CARRIER INDIA should have up-to-date equipment. ( )


2. Their physical facilities should be visually appealing. ( )
3. Their employees should be well dressed and appear neat. ( )
4. The appearance of the physical facilities of these firms should be in keeping with the type of
services provided. ( )
5. When CARRIER INDIA promises to do something by a certain time, they should do so. ( )
6. When customers have problems, CARRIER INDIA should be sympathetic and reassuring. ( )
7. CARRIER INDIA should be dependable. ( )
8. CARRIER INDIA should provide its services at the time they promise to do so. ( )
9. CARRIER INDIA should keep their records accurately. ( )
10. CARRIER INDIA shouldn't be expected to tell customers exactly when services will be performed. (
11. It is not realistic for customers to expect prompt service from employees of this firm. ( )
12. Its employees don't always have to be willing to help customers. ( )
13. It is okay if they are too busy to respond to customer requests promptly. ( )
14. Customers should be able to trust employees of CARRIER INDIA. ( )
15. Customers should be able to feel safe in their transactions with its' employees. ( )
16. Its’ employees should be polite. ( )
17. Its’ employees should get adequate support from the firm to do their jobs well. ( )
18. CARRIER INDIA should not be expected to give customers individual attention. ( )
19. Employees of this firm cannot be expected to give customers personal attention. ( )
20. It is unrealistic to expect employees to know what the needs of their customers are. ( )
21. It is unrealistic to expect this firm to have their customers' best interests at heart. ( )
22. They shouldn't be expected to have operating hours convenient to all their customers. ( )
For each statement, please show the extent to which you believe Carrier India has the
feature
( 1 – Strongly agree 2 – Agree 3 – Neither agree or disagree 4 - Disagree 5 – Strongly
disagree)

1. CARRIER INDIA has up-to-date equipment. ( )

2. CARRIER INDIA's physical facilities are visually appealing. ( )

3. CARRIER INDIA's employees are well dressed and appear neat. ( )

5. When CARRIER INDIA promises to do something by a certain time, it does so. ( )

6. When you have problems, CARRIER INDIA is sympathetic and reassuring. ( )

7. CARRIER INDIA is dependable. ( )

8. CARRIER INDIA provides its services at the time it promises to do so. ( )

9. CARRIER INDIA keeps its records accurately. ( )

10. CARRIER INDIA does not tell customers exactly when services will be performed. ( )

11. You do not receive prompt service from CARRIER INDIA's employees. ( )

12. Employees of CARRIER INDIA are not always willing to help customers. ( )

13. Employees of CARRIER INDIA are too busy to respond to customer requests promptly. ( )

14. You can trust employees of CARRIER INDIA. ( )

15. You feel safe in your transactions with CARRIER INDIA's employees. ( )

16. Employees of CARRIER INDIA arc polite. ( )

17. Employees get adequate support from CARRIER INDIA to do their jobs well. ( )

18. CARRIER INDIA does not give you individual attention. ( )

19. Employees of CARRIER INDIA do not give you personal attention. ( )

20. Employees of CARRIER INDIA do not know what your needs are. ( )

21. CARRIER INDIA does not have your best interests at heart. ( )

22. CARRIER INDIA does not have operating hours convenient to all their customers. ( )
REFERENCES

http://www.emeraldinsight.com
http://www.carrierindia.com
http://www.google.com
http://www.wikipedia.com
Zeithmal A.V.,Bitner M.J.,Grembler D.D.,and Pandit A., 2008.Services
Marketing,4th Edition.New Delhi: Tata McGraw-Hill Publishing Co. Ltd.
Parasuraman A., Zeithmal A.V. and Berry L.L.,1985.A Conceptual Model of
Service Quality. Journal of Marketing