A

PROJECT REPORT

ON

“MARKET POTENTIAL SURVEY FOR COLD ROOM IN PUNE REGION”

AT

CARRIER AIR-CONDITIONING AND REFRIGERATION CO. LTD.

SUBMITTED TO

UNIVERSITY OF PUNE.

IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

BY

PRAVIN D. CHAVHAN

MBA (MARKETING)

(2006-2008)

VISHWAKARMA INSTITUTE OF MANANAGEMENT PUNE- 411048

1

Acknowledgement

Every project has a number of persons involved in it, some directly others indirectly.

Everyone has contributed to its success; the critics who spur you into action with renewed

enthusiasm and the supporters who steadfastly encourage you all through till the end. I

would like to take this opportunity to express my gratitude for all those who provided

valuable criticism, appreciation and guidance to make this project a success.

I thank Mr. Uday Gadikar my Training Coordinator, CARRIER for the project,

whose inspiration, who’s sharing of anecdotes to exemplify the advice he would give,

helped me see through this project swimmingly.

I thank Dr. Vandana Gote my Project Guide for her guidance, motivation and attention.

She was very much approachable with all my doubts! It was indeed a privilege to have

done my project at CARRIER AIR CONDITIONING AND REFRIGERATION LTD.

The learning experiences at CARRIER AIR CONDITIONING AND REFRIGERATION

LTD. are something that I would cherish for the rest of my life. Having worked in this

corporation gives me the confidence and an outlook out of the box much needed before I

take steps in the professional world.

PRAVIN D. CHAVHAN

Pune

2

CERTIFICATE

This is to certify that Project Report titled “Market potential survey for cold room in Pune

region” is a bonafide work carried out by Mr. Pravin D. Chavhan of MBA- II

(Marketing) of Vishwakarma Institute of Management in the partial fulfillment of Master

of Business Administration course of University of Pune (2006 - 2008).

He has worked under our guidance and direction. His work is found to be good and

complete in all respect. During the period we found him hardworking, sincere and loyal.

We wish him all the best for future.

DR. SHARAD L. JOSHI DR. VANDANA H. GOTE

(DIRECTOR) (PROJECT GUIDE)

3

TABLE OF CONTENTS

Sr.

No.

PARTICULARS Page

No.

1 EXECUTIVE SUMMARY 1

2 OBJECTIVE & SCOPE OF STUDY 4

3 COMPANY PROFILE 6

4 PRODUCT PROFILE 13

5 RESEARCH METHODOLOGY 19

6 DATA ANALYSIS AND INTERPRETATION 25

7 SUGGESTIONS AND FINDINGS 37

8 CONCLUSION 39

9 LIMITATION 42

10 BIBLIOGRAPHY 45

11 ANNEXURE 47

4

CHAPTER 1

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project titled MARKET POTENTIAL SURVEY FOR COLD ROOM IN PUNE

MARKET for the company Carrier Air-conditioning & Refrigeration Ltd. PUNE was

5

undertaken with a prime motive to understand the actual process involved in market

potential activity, carried out for cold room. Cold rooms are basically the refrigeration

products utilized for maintaining temperature in a space below surrounding. The

temperature range varies from -60 Deg C to +10 Deg C. The cold rooms are basically

used in process industries such as Pharmaceutical, Ice-cream, Food, Floriculture, Dairy

etc.

This project was chosen with an intention to unrevealed market potential carried out for

industrial products and also since it is the area of interest for making a carrier in industrial

marketing i.e. business to business marketing. The company Carrier Air-conditioning &

Refrigeration ltd. was specifically chosen since it is into manufacturing and marketing of

refrigeration products. Another reason for selecting this company is that it has huge and

diversified customer base for air-conditioning in Pune for its products providing good

scope for the study.

The location chosen for the study was restricted to the companies within Pune and

surrounding Pune .The project was carried out with reference to the objectives. The

actual survey was done by mostly visiting the companies and interacting with both

maintenance/purchase/projects manager with reference to products and then a detailed

survey report was prepared on the basis of this interaction. This was done mainly to know

out of all the brands available in the market which brands do customers prefer and

To know other things like:

Awareness about the cold room in the market.

What kind of preference they give while purchasing a product.

6

What type of services do they expect?

What's the customer's strong reason for being loyal towards Particular brand's products?

What kind of preference they give to price while purchasing a product.

All this information, which is collected, will help in analyzing the market situation

related to cold room and to increase sales of cold room by modifying marketing plans

according to market situation. Other survey method likes such as sending emails and

telephonic interviews were also carried out.

Also feedback was taken from the customers regarding the price offered by the company

for the cold room, whether they are satisfied with the after sales service provided by the

company. And after this feedback for each of the above mentioned parameters each was

analyzed individually to earn some productive results for the company.

Finally from data analysis it is found that most of the customer is satisfied with service

provided by the company, large numbers of cold rooms are present in floriculture area

and also market share of Carrier is less as compared to Blue Star and there is huge market

for carrier clod room in future.

7

CHAPTER 2

OBJECTIVE AND SCOPE OF THE STUDY

OBJECTIVE OF THE STUDY

To find out the market potential for carrier cold room in Pune market.

To find out the level of awareness about cold room.

8

To find out customer preference while selecting the cold room

To find out the most lucrative market in which the company could enter.

To find out influence of advertisement on customer and to find which media of

advertisement is more effective.

To find companies having expansion plan or future requirements of buying new

cold room.

To find out satisfaction level of the customers.

SCOPE

The scope of project was among the companies within and surrounding Pune at around

total 100 companies were interacted in the process of due completion of this project.

9

CHAPTER 3

COMPANY PROFILE

COMPANY PROFILE

History of the company

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

10

synonymous with reliability, innovation, commitment, superior technology, cutting-edge

manufacturing and world-class performance.

Carrier, a global player in the HVACR market with operations in 172 countries, 71

manufacturing locations and 18 design centers, employing approximately 41,000 people

worldwide and revenues of $13.4 billion in 2006. It has the broadest product offering in

the world with strong technology / innovation focus and 348 patents in the last 4 years. It

also has one of the most prestigious installation bases in the world.

Carrier is a part of United Technologies Corporation, a $47.8 billion, in 2006,

conglomerate operating in the high technology space. The UTC group leads with

businesses in aerospace & building systems with companies like Carrier (air-

conditioning), Otis (Elevators), Pratt & Whitney (Jet- engines), Sikorsky (Helicopters),

UTC Fire & Security (Chubb + Kidde), Hamilton Sundstrand and UTC Power.

Carrier started its operations in India with the setting up of Carrier Aircon in 1986, and

Established Carrier Refrigeration in 1992. It was the first global company to bring to the

Indian consumer, access to advanced technology and air-conditioning and refrigeration

products from the worldwide product portfolio of Carrier. In Oct. 2006, both these

companies merged to form a new entity called “Carrier Air-conditioning & Refrigeration

Ltd.”.

Carrier's Gurgaon manufacturing facility produces air conditioning equipments including

Window Room Air conditioners, Hi- Wall Splits, Slimpak Splits, Cassette Splits, Ducted

Splits and Chillers. It also manufactures Refrigeration Equipments including Cold chain

equipment comprising of Cold Rooms, Truck Refrigeration & Bus Air-conditioning

11

system, Freezers, Visi Coolers & Super Market Products. All these are supported by the

Willis Carrier Engineering Center.

Historical Milestones

1902  Carrier Engineering Corp. is founded in New York.

1906 U.S. patent issued for “Apparatus for Treating Air”

1915 Carrier Engineering Corp. is founded in New York.

1922 Carrier develops a new coolant and a centrifugal refrigerating machine that

enables the cooling of public spaces, changing the face of urban architecture.

1939 Carrier invents a system for air conditioning skyscrapers.

1965 Carrier installs ground-based environmental control systems for the Apollo-Saturn

V moon program.

1979 UTC acquires Carrier, the world’s largest manufacturer of air conditioning and

Refrigeration equipment.

1986 Carrier establishes first of several joint ventures in China.

1996 Carrier introduces its first product line of high efficiency residential air

conditioners and heat pumps using the environmentally sound, non-ozone-

depleting Puron® refrigerant.

2006 Carrier pushes the performance of some Infinity models to 21 SEER (Seasonal

Energy Efficiency Ratio), saving consumers more than half the energy some

previous products required

Recent Innovations

12

2007 Introduces Hybrid Heat system that combines the benefits of intelligent control for

both gas and electric heating to create an intuitive system that automatically selects

the most efficient fuel source

2006 Launches Infinity Air Purifier that captures and kills airborne allergens, bacteria,

molds and viruses

2006 Launches a new range of 13 SEER energy efficient products for U.S. market

2006 Launches Deltek™ hybrid diesel electronic technology, Vector™ 1800 all-electric

trailer refrigeration unit and ComfortPro™ auxiliary power unit which reduces

engine idling time 90 percent to reduce fuel costs and emissions for the North

America truck/trailer market.

2006 Introduces Thin LINE™ DT container refrigeration system, the only system on the

market to offer a dual-temperature capability

2005 Introduces Evergreen® chiller – first water cooled variable speed screw chiller.

Awards

2007 AHR (Air Conditioning and Refrigeration) Expo Innovation Award to

Aquaforce™ chiller (U.S.)

2007 Home Magazine Building Product Awards for innovation and energy efficiency to

13

Carrier Infinity™ (U.S.)

2006 Dealer Design Silver Award to Aquaforce chiller (U.S.)

2006 Comfortech Best in Show Award for Carrier Infinity 14 Hybrid Heat™ Packaged

System (U.S.)

2006 Consumers Digest Best Buy Award for Bryant Evolution™ Plus 90i™ Gas

Furnace and Evolution™ 288A Heat Pump (U.S.)

2006  China Construction Energy Saving Air Conditioning Product Gold Award for

Aquaforce chiller.(China)

Corporate Responsibility

Carrier’s growth and success has been built on a foundation of trust – in the quality of our

products and services, in the dedication of our people, and in the many ways we

contribute to the well-being of our communities. This is directly in line with the corporate

philosophy of Carrier’s parent company; United Technologies Corporation (UTC).Our

commitment to responsible corporate citizenship infuses every aspect of our business. We

consistently pursue fair and ethical standards, whether delivering products and services to

our customers, forging relationships with industry partners, or fostering the personal and

professional development of our employees.

Social

Carrier actively supports the communities where we live and work through community

service and charitable contributions. It is an essential aspect of our overarching mission to

make the world a better place, today and well into the future.

14

Sustainability

As the world’s largest provider of heating, cooling and refrigeration systems, we believe

market leadership obligates environmental leadership. Focused on reducing the impact of

manufacturing operations across the globe, Carrier has set the industry standard for

environmentally sound business practices and a commitment to sustainability across its

products, production, people and processes.

Carrier Fact Sheet

Carrier Corporation is a leader in providing heating, ventilation, air conditioning and

refrigeration (HVACR) systems, components, controls and services for residential,

commercial, industrial and transportation applications; and food service equipment. It is a

subsidiary of United Technologies Corporation

Mission

To be our customers’ first choice for air-conditioning, heating and refrigeration solutions

everywhere around the world.

Purpose

We make the world a better place to live by creating a comfortable, productive and

healthy environment, regardless of climate, and by ensuring the global food supply is

transported and preserved for safe consumption.

15

Revenues

$13.5 billion in 2006

Current Employment

Approximately 41,000

Operations

The company has a network of research and development centers and 71 manufacturing

facilities and 18 design centers 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.

16

CHAPTER 4

PRODUCT PROFILE

PRODUCT PROFILE

What is a Refrigeration System?

Refrigeration is defined as the transfer of heat from a lower temperature region to a

higher temperature one. Refrigeration devices that produce refrigeration operate using the

vapor-Compression cycle (reversed Carnot cycle) or vapor absorption system. Some

examples of refrigeration devices are heat pumps, refrigerators, automotive air-

conditioners and residential/commercial air-conditioners. All of these devices have one

thing in common, to reduce the temperature of an enclosed environment.

17

REFRIGERATION CYCLE

There are four main components in a refrigeration system

The Compressor

The Condensing Coil

The Metering Device

The Evaporator

Two different pressures exist in the refrigeration cycle. The evaporator or low

pressure, in the “low side” and the condenser, or high pressure, in the “high side”

These pressure areas are divided by the other two components. On one end, is the

metering device which controls the refrigerant flow, and on the other end, is the

compressor.

The Compressor

The compressor is heart of the system. The compressor does just what its name is. It

compresses the low pressure refrigerant vapor from the evaporator and compresses it into

a high pressure vapor. The inlet to the compressor is called the “Suction Line”. It brings

the low pressure vapor into the compressor. After the compressor compresses the

refrigerant into a high pressure vapor, it removes it to the outlet called the “Discharge

Line”.

18

Metering Devices

Metering devices regulate how much liquid refrigerant enters the evaporator. Common

used metering devices are small thin copper tubes referred to as “cap tubes” thermal

expansion valves and single opening ‘orifices”.

The metering device tries to maintain a preset temperature difference or “superheat”,

between the inlet and outlet openings of the evaporator.

As the metering device regulates the amount of refrigerant going into the evaporator,

the device lets small amounts of refrigerant out into the line and looses the high

pressure it has behind it.

Now we have a low pressure cooler liquid refrigerant entering the evaporative coil

(pressure went down- so temperature goes down).

Cold room:

19

Introducing world class Cold Rooms from Carrier Refrigeration. A result of over50 years

experience blended with technological know-how in the field of preservation

Carrier panels are manufactured in thickness of 60mm, 80mm, 100mm, 120mm and

150mm.

Carrier offers indigenous equipments ranging from 1 HP to 5 HP for positive temperature

and 1.6 HP to 3.2 HP for negative temperature applications.

For larger refrigeration equipments, Carrier offers imported equipments from own

overseas factories and sourcing partners.

Carrier offers end to end solutions from farm to retail covering wide spectrum of

applications such as Pre-cooling, Blastfreezer.

The cold room concept

Each of these Cold Rooms consist of precisely engineered components that are designed

keeping in mind durability and reliability during usage

Panel

Carrier Refrigeration uses high pressure injection molding equipment to inject

environmentally sound polyurethane foam in to the panels. The complete process of

injection is microprocessor controlled to ensure precise quality and ratio of mixture to

produce polyurethane foam of high quality.

20

Specially engineered jigs are utilized to facilitate proper binding between the metal

cladding and the expanding foam. The attention to detail at every step ensures the

production of panels that have uniform K factor. Regular quality assurance tests and

check by quality teams ensures that the panels always measure up to the high quality

standard of Carrier.

Features of Panel:

o The panel are prefabricated with Poly Urethane Insulation material

o They are rigid and weather proof

o They are twice as good as Polystyrene or mineral wool

o The panel contains polyurethane Foam layer sandwiched between the two

plates under high pressure with automatic dosage, thus forming a light,

sturdy, efficient insulation.

o Panels are available in following thickness: 60mm, 80mm, 100mm,

120mm, and 150mm.

Door:

Maintaining the high quality standards of Carrier, the Carrier Door is a carefully

engineered component of the Cold Room. The door sections are reinforced for rigidity.

The threshold is provided with durable Noryl. Swing doors, injected with PUF are

provided as standard. Sliding doors are available as options.

21

Floor:

Two types of floorings are offered

Floor panel finished with the aluminum chequered sheets

Recessed PUF slab insulation finished with tiles.

22

CHAPTER 5

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY AND DATA COLLECTION

With the objective of the survey clearly defined, the next stage of the marketing plan is

the developing of the research plan i.e. developing the most efficient plan for gathering

the needed information. The plan was designed such that it was related to the type of data

sources that needed to be used, the type of research approach to be used during the

survey, sampling plan and contact methods. The research was a descriptive type of

research, which aimed at studying the presence of carrier cold room in the different sector

23

and to get knowledge about the potentiality of the market. The data has been collected

from the respondents in Pune.

DATA SOURCES

Primary Data:

Primary data and some information about the customer i.e. the plants were used during

the research study. The procedure adopted for collection of primary data included

interviewing people individually to get a sense of how people feel about the topic in

question and to obtain their views regarding the specific topic concerned.

Secondary Data:

Secondary data are that type of data, which are already collected, available, analyzed, or

assembled by someone else. And need not to collected from outside. These types of data

were

a. Company profile

b. Product profile

c. Competitor knowledge

The aforesaid data were collected through Internet and company’s financial reports,

newspapers, and interior products magazines.

RESEARCH APPROACH

The primary data collected for the research was obtained through means of a survey

carried out of the various customers. The survey method is best suited for the descriptive

research as was the case with my project. The survey was carried out to know about the

24

people s knowledge, beliefs, preferences, requirements and some other parameters and to

measure these magnitudes.

RESEARCH INSTRUMENTS

The research instrument used was the “Questionnaire”

The questionnaire basically consisted of a set of questions that were presented to the

respondents for their answers. This was far the best method used for the collection of

primary data. In the preparation of the questionnaire, care was taken to see that the

wording of the questions were as simple as possible and would not cause any strain to the

to the respondents in understanding or interpreting of the questions. Also the flow of the

questions has been kept in a logical order as was possible.

The questionnaire includes open end as well as closed end questions with more emphasis

on the closed ended questions. The closed ended questions include both dichotomous i.e.

yes / no type and the multiple-choice questions. The primary aim or objective of

including the open-ended questions was to obtain the perceptions of the people regarding

the industry and how they felt this industry would grow in the coming years. This type of

information was of vital importance to us.

SAMPLING PLAN:-

The sampling plan is basically related to three issues:

1. Sampling unit-Who is to be surveyed?

2. Sample size- How many plants should be surveyed?

3. Sampling procedure- How should the respondents to be chosen?

25

It was decided to target a mix of respondents based on the location as well on the

convenience.

In Sample Units the segment mainly includes Floriculture, Pharmaceuticals, Ice cream,

Food processing and dairy industries in Pune. The sample size selected was 100.This

figure was good enough Representative sample size. The sample size selected was plants

from 4 major clusters.

(1) Western

(2) Northern

(3) Eastern

(4) Southern region of Pune.

This figure was a good enough representative sample size and can be covered in available

time for survey. The respondents were 23 out of 100 because they have cold room.

CONTACT METHOD:

The technique of personal interviewing was employed during the survey in order to

obtain the necessary information about the plants. The objective was to get the right

person within the concerned organization to give the interview so that all the relevant

information that was required during survey would be obtained.

COLLECTION OF DATA:

After developing the research plan, the next stage that follows in research is data

collection phase that is generally most prone to error. With the addresses of plants gather

through internet, the next step was to fix the appointment with the concerned person.

During these interviews it was observed that most of the people (companies) were a bit

26

reserved about expressing their opinions & revealing certain information. Most of the

operators of their plants were very busy to reply .The interview was not meant to follow a

strictly rigid pattern in terms of the sequence of questions, but the objective was to have

as far as possible a free wheeling interview.

These plant operators were reluctant to reveal certain information. Probably they thought

that by doing so their shortcoming would be revealed to higher authorities and may be

some action will be taken against them. Also they said that even if they expressed their

concern for the plant, nothing is going to change, as the person who is supposed to take

the decision is some one in the higher authority.

Research methodology for this project:

Defining the Research objectives

27

Designing the Research

Data collection

Data Analysis

Data interpretation

Conclusion & Suggestions

Reporting the research work.

28

CHAPTER 6

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Places Visited During the Survey

Sr. No. Type of Company No. of Company Visited

1 Ice cream 24

2 Dairy 12

3 Floriculture 30

4 Pharmaceuticals 28

29

5 Food processing 6

Total 100

Places Visited During The Survey

24

12

3028

6

0

5

10

15

20

25

30

35

Type of Company

No

of

Co

mp

an

y V

isit

ed

No. of Company Visited

Interpretation:

The above graph shows that the survey was mainly concentrated on floriculture,

pharmaceuticals and Ice cream firms. Dairy and food processing companies were also

surveyed.

Awareness about the Cold Room

Result No of Respondents (%)

Yes 89

No 11

30

Awareness About The Cold Room

89%

11%

Yes

No

Interpretation:

The above graph shows that 89% of people were aware about and 11% people

Were not aware about cold room.

No. of Customers Having Cold Room

Result No. of Respondents (%)

Yes 23

No 77

31

Number of Customers Having Cold Room

23%

77%

Yes

No

Interpretation:

The above graph shows that 23% of customers have cold room and 77% of customers

don’t have cold room.

Market Share of Carrier Cold Room in Pune Market

Name Of Companies No. Of Respondents Market Share In Pune

Blue Star 11 48%

Carrier 8 35%

Western 3 13%

Manually Constructed 1 4%

Total 23 100%

32

Market Share Of Carrier Cold Room In Pune Market

48%

35%

13%4%

Blue Star

Carrier

Western

Manually Constructed

Interpretation:

The above graph shows that market share of carrier is 35%, blue star is 48% which is

highest, western is 13% and manually constructed is 4%.

Number of Cold Rooms Used in Various Firms According to Different Brands

Type of Firm Carrier Blue Star Western Other

Ice Cream 3 4 1 0

Dairy 1 1 0 0

Floriculture 2 3 1 1

Pharmaceuticals 2 2 1 0

Food Processing 0 1 0 0

33

3

4

1

0

1 1

0 0

2

3

1 1

2 2

1

0 0

1

0 00

1

2

3

4

Ice Cream Dairy Floriculture Pharmacuticals FoodProcessing

No. of Cold Rooms Used in Various Firms According to Different Brands

Carrier

Blue Star

Western

other

Interpretation:

From the above we can say that,

Number of cold room used in all firms is more for blue star as compared to

carrier, western and manually constructed.

Carrier has highest cold room users in ice cream firm.

Floriculture firm uses large number of cold room as compared to other firm.

There is only one cold room which is manually constructed in floriculture firm.

Preference of the Customer While They Buy Cold Room

Attributes No. of Firms

Electricity cost 7

Maintenance cost 9

After Sales Service 4

Availability of Spare Parts 1

Less Manpower 2

34

Total 23

7

9

4

12

0

12345

6789

Electricitycost

Maintancecost

After SalesService

Availabilityof SpareParts

LessManpower

Preference of the Customer While They Buy Cold Room

No. of Firms

Interpretation:

The above graph shows that consumer preference while they buy cold room mainly

depend on maintenance cost of cold room followed by electricity cost after sales service,

less manpower and less moving parts.

Overall Weightages for the Following Aspects While Selecting Cold Room

Attributes Weightage

Product Performance 45

Reliability of the Product 35

Price 20

35

Overall Weightages While Selecting Cold Room

45

35

20

Product Performance

Reliability of the Product

Price

Interpretation:

The above graph shows that product performance is most important factor followed by

reliability of product and price. Though price plays crucial role while purchasing

equipment but here other aspects are more important.

Influence of Advertisement on Customer to Buy Cold Room

Result No. of Respondents (%)

Yes 79

No 21

36

Influence of Advertisement on Customer to Buy a Cold Room

79%

21%

Yes

No

Interpretation:

From the above graph we can say that 79% of the customer are influenced by

advertisement and 21% customer do not give preference to the advertisement.

Effective Advertisement Media According to Customer

Advertisement Media No. of Respondents (%)Hoarding 17Television 29

Radio 6Print media 48

Total 100

37

Effective Advertisement Media According to Customer

17%

29%

6%

48% Hoarding

Television

Radio

Print media

Interpretation:

From the above graph we can say that the most effective advertisement media according

to customer is print media followed by TV, Hording and then Radio.

Satisfaction of the Customer about the company Service

Result No. of Respondents (%)

Yes 63

No 37

38

Satisfaction Of The Customer About The Company Service

63%

37%

Yes

No

Interpretation:

From the graph we can say that 63% customers are satisfied from the service provided by

the company and 37% customers are not satisfied from the service.

Willingness to Construct Cold Room in Future

Result No. Of Respondents (%)

Yes 69

No 31

39

Willingness To Construct Cold Room In Future

69%

31%

Yes

No

Interpretation:

Above Graph shows that 69% of customers are willing to buy cold room in future and

31% customer don’t want to construct cold room in future.

40

CHAPTER 7

OBSERVATIONS AND FINDINGS

OBSERVATIONS AND FINDINGS

The decision maker of respective companies does not easily disclose information

about the previous vendors, their pricings, the brand and models of equipments

they are using and their needs.

It was found that respondents give first preference to the product performance

followed by reliability of product and then to the price.

41

The decision makers regarding the product purchase lies in the hand of higher

management.

Product satisfaction is there for existing cold room in most of the customer but

few customers are dissatisfied.

Price also plays an important role in the decision making.

Name wont help to push the product until continuous follow up is made.

Most of the customers are satisfied from the service provided by the carrier.

Most lucrative segment targeted were Pharmaceuticals, Floriculture and Ice

Cream firm.

The most vital aspects while they purchase refrigeration system are electricity

cost and maintenance cost.

Market share of carrier is less as compared to blue star.

Floriculture sector consist most of the cold room so that there is huge market in

this sector in future.

42

CHAPTER 8

SUGGESTIONS AND CONCLUSION

SUGGESTIONS

Existing customers should be provided better response & services so that it would

help to get repeat orders and references.

Advertisements should be given in various media related to Cold Room.

Awareness should be created among the prospective clients.

After sales service should be increased.

Price should be in accordance with the competitors.

Proper credit facilities are to be provided to customers.

43

There should be proper sales promotion activities are to be taken to increase

market share.

There is a need of fast improvement in technology sphere.

Management has to look and work on the cost of production. The efforts have to

take on reducing cost of production.

There is vast scope for product, so effective marketing strategy must implement.

Company should focus on building a strong brand image in the minds of

customer.

CONCLUSION

After research it was found that there is a good potential market available for

Carrier in Pune market.

In Pune most of the companies are well aware about the cold room and its special

features.

Respondents give first preference to the product performance followed by

reliability of product and then to the price.

44

From analysis we can find that most lucrative market for cold room is Ice Cream

and floriculture firms.

Most of the customers are influenced by advertisement and according to their

opinion most effective media of advertisement is print media.

Most of the firms have planned to construct cold room in future so that Carrier

has a good chance to capture the market.

Most of the customers are satisfied with company service.

45

CHAPTER 9

LIMITATIONS

LIMITATIONS

In market research study, the collection of correct data and other relevant materials are

required but the data collection depends upon the researchers and the respondents to that

data. Hence it is imperative that some drawbacks and limitations are banned to exist in

the study. These limitations are,

1) Not proper knowledge:

In some cases I have observed that after asking questions to concerned person, he gives

wrong answers the questions and says that he don t know.

2) Non co-operative Respondents:

46

Sometimes it happens that even after taking appointment they refuse to meet due to work

overload, lack of time or any other reason. In some cases it is happen that respondent

denied giving information also some may give purposefully wrong information.

3) Human Factors:

Sometimes it also happen those researchers ask questions something else and the

respondents perceive something else. This happens due to human limitation like

behavior, attitude and perception are not stable at all.

4) Area of Limitation:

This study was limited to Pune area, but the findings may differ from the other parts of

India where I have not visited.

5) Resources:

To conduct the research one of money resources is Time and Money. However the

limitation had been effectively counter balanced as far as possible. But till this limitation

may affect the judgments.

6) Time frame:

The time allotted for the project was two months, was major constraint for the study.

47

48

CHAPTER 10

BIBLIOGRAPHY

BIBLIOGRAPHY

Marketing Management -Philip Kotler.

Marketing Management - Dr. Rajan Saxena.

Research Methodology - C R Kothari.

www.carrierindia.com

www.google.com

49

50

CHAPTER 11

ANNEXURE

51