Introduction

1. Company Profile

Company Overview

Usha International Limited (UIL) is one of India’s known consumer durables marketing and distribution

companies. UIL is a multi-product consumer durable marketing and distribution company with a diverse

product portfolio that includes the following six product lines: electric fans, sewing machines, home

appliances, engines, electrical motors & pump sets, drinking water coolers & dispensers, and auto

components.

UIL has been marketing its products since 1957 under the brand name Usha. UIL has 16 locational

offices across India with a location head in Delhi to ensure capture of synergies across product lines. It

serves over 50 million customers, including DLF Ltd., Unitech, Prestige, Indian Oil Corp., Indian

Railways, State Electricity Boards, Delhi Development Authority, Infosys Ltd., Indian Hotels Ltd (Taj

Group), Reserve Bank of India, Punjab National Bank and World Vision (NGO).

UIL also has joint ventures with Hunter Fan Company, USA and Janome Sewing Machine Company,

Japan. UIL is part of the Siddharth Shriram Group, one of India’s renowned business groups with

interests as diverse as sugar, edible oils and industrial chemicals to fans, appliances and automobiles.

The main object of the company is to manufacture and trading.

1

Description and history

The Company was incorporated on 3rd April, under the name and style of Agents and Distributors Ltd.

The main object of the company is to manufacture Trading. 1956 – The world `private` was added to its

name by the Assistant Registrar of Companies, West Bengal on 9th June. 1961 – The name of the

Company was further changed to Usha Sales Pvt. Ltd. vide fresh Certificate of Incorporation dated 13th

November, issued by the Registrar of Companies at New Delhi. 1975 – The word `private` was deleted

from the name of the company on 9th April, pursuant to provisions of Section 43A of the Act. 1982 –

With effect from 15th September, the name has been changed to Usha International Ltd. – The Company

is one of the largest consumer durable marketing company in India. The range of merchandise presently

includes sewing machines, electric fans, diesel engines, pistons, pins and rings, fuel injection equipment,

knitting machines, hand tools, valves, marine products, marble and granite, brass ware, etc. The

Company also exports its merchandise to a number of countries. It belongs to the Shriram Group of

Enterprises.

The Company was taken over Jay Engineering Works Ltd and it was delisted from Bombay stock

exchange on 16 July 2008.

2

2. Business Line

A multi-product consumer durable marketing and distribution company with a diverse product portfolio that includes the following six product lines: electric fans, sewing machines, home appliances, engines, electrical motors & pump sets, drinking water coolers & dispensers, and auto components

Product Categories

• Fans: The Company has strengthened its distribution network by adding more than 450 direct dealers/redistributors to its fold. Today, Usha fans are present in most of the towns with a population upwards of 20,000. Usha has the widest range of fans across segments - ceiling, table, pedestal, wall, exhaust and others... At the super-premium end of the market, Usha has successfully established this niche segment by targeting the hospitality industry and upmarket households. Looking at the strong growth in the infrastructure and housing sector, the Company's encouraging performance in this category is expected to continue.

• Sewing Machines: In the sewing machine market, Usha dominates the organized sector. Ushas’s revenues in the category grew by 25%, well ahead of the industry average. Thanks to the regular introduction of new products, the Company has established its presence in different segments - straight stitch, semi zig-zag, automatic zig-zag, computerized embroidery machines, industrial and hi-speed

• Appliances: The Usha range includes kitchen appliances, room coolers, water heaters, heating product s and electric irons. Usha is one of the few players with a marked presence across all major small appliance categories. Mixer grinders are an important product category and there has been good growth here

• Engines and Pump sets: The engines and pump set industry is strongly impacted by agricultural trends in the country. During the financial year 2006-07, the industry witnessed growth owing to an above average monsoon, availability of institutional finance and a good kharif crop. This is a growing segment where Usha has established a presence. These engines serve as prime movers for concrete mixers and find application in the construction industry.

• Electrical Motors and Pumps: The use of electrical pump sets is increasing, both in domestic and agricultural applications. This is owing to a drop in water table levels and a rapidly growing population.

• Water Coolers & Dispensers: Safe drinking water is becoming an increasingly scarce commodity. The market for water coolers/water dispensers is on the upswing, and is poised for further growth. It caters to both the domestic and commercial market segments.

3

3. SWOT Analysis for the Company

Strengths

1. Strong distribution network: Usha International Ltd. has a strong distribution network, with a presence across all metros, class me and II towns, as well as potential class III, IV and V towns achieving distribution Depth and productivity are defined responsibilities of the sales team.

2. High market share: Usha has a dominant market share and a high brand recall in most of its product categories. The bran d is associate d with quality, trust and reliability as well as modernity for the "core” Usha customer.

3. Extensive product range: The Company offers a wide range of products in each of the categories it is Present in.

4. Large customer base A large satisfied customer base of Usha products can be found across the country. They have been loyal to the brand across generations. It is possible to offer a wide range of branded products from Usha International to this large base of customers throughout their lifetime.

5. Committed team: Smooth business operations, thanks to a highly committed and capable human resource base.

6. Sound IT capabilities: The Company took steps in 2002 to install SAP this has given the company the advantage of real time data analysis , faster response time , lower costs and greater accuracy.

Weaknesses

1. Material costs and price concerns: The rise in prices and the volatile cost of raw materials (copper, aluminum, pig iron and polymers) puts pressure on the Company’s margins and profitability as it is not possible to easily pass on these cost increases to the customer.

2. Global operations: Export markets are competitive and expansion of global operations is difficult as the company does not have global competitiveness.

4

Opportunities

1. Strong economic performance: A growth rate of 8%-9 % and rising income levels are expected to result in greater demand for consumer durables.

2. Upswing in construction activity: Growth in construction, housing and hospitality sectors will add to the demand for fans. However, the recent increase in interest rates for home loans might pose a threat and limit this uptrend.

3. Potential for home appliances: .The present level of penetration of home appliances in India is very low. As incomes rise and the standard of living goes up, this category has a strong potential for growth.

4. Opportunities in retail: Changes in the retail scenario, the growth of shopping malls and large format stores opens up new opportunities. This however poses new challenges as Well – channel conflict and competition from private labels.

5. Potential of reaching rural India: Give n the Company’s extensive product range and distribution strength, it is in a position to capture emerging demand from small town s and rural areas.

6. Favorable government policies: The government's emphasis on rural development and support for under-privileged sections provides opportunities for promoting the sale of product s like pump sets and sewing machines.

Threats

1. Competition from SSIS players: In most product categories, there is intense competition from the very large small-scale industry, as well as from low-cost manufacturers. This restricts the company's margins.

2. Talent retention: Attracting and retaining talent is becoming difficult and poses a threat for future growth.

3. Impact of macro factors on exports: Government policies with respect to export incentives, as well as the strengthening of the rupee will have an adverse effect on the Company's exports, which accounts for 9% of the turnover.

4. Low price import s from China: The prices of imports from China are a threat to the company. The government’s policies on regional and free trade agreements could result in opening the door to more imports at far lower costs, resulting in unequal competition. Imports from China could upset the existing price structure and pose a challenge to the Company.

5

4. Air Cooler Market in India

• There are an estimated 247 million households in India and about 65% own fans, while only

4% of these households own air conditioners and 8% own air coolers.

• The overall Indian air cooler market size is estimated to be around Rs 3,000 crore.

• Around 30% of this is in the organized sector and the unorganized segment players cater to rest

• Symphony is the current market leader in branded air cooler segment with an estimated

share of 50%.

• The Indian air cooler market is witnessing a major shift in consumer preferences, with a spurt in

demand for high-end coolers priced Rs 10,000 and above.

• Prices of air-conditioners have been going up due to stricter energy rating norms imposed by the

Bureau of Energy Efficiency (BEE).

• These norms have led to an increase in the prices of air-conditioners by 9-15%.

• This increase in the price has led to an increase in the demand and prices of air coolers. (70%

lower capital costs and 90% lower running costs).

6

Objectives of the Project

Objective of my internship is to generate a “AIR COOLER MARKET”In this project I was expected to do the following to achieve my objective:

1) Complete Spec. Analysis of USHA and its Competitors.

2) Market Survey, Research and Analysis.

3) Customer mapping through Questionnaire and Interviews and its analysis.

This mapping will be done through questionnaire method also known as pilot survey that will help me find out the factors that influences the buying behaviour of the customer before and after the sale of product and in turn help me frame ideas for a better product with the product development team of the company.This will finally help me derive a better understanding of the Air Cooler market and adding value to the existing product by the introduction of new features that also act as the USP of the product.

The Research conducted Comprises of both Qualitative and Quantitative Data:

Qualitative Research

Qualitative research provides "directional" research and is often used very early in the

investigatory process. While there are others, in-person interviews and focus groups are the most

common forms of qualitative research.

Quantitative Research

Quantitative research leverages the opinions of hundreds if not thousands of people to

understand consumer attitudes, preferences and market opportunities. Quantitative research is

typically conducted via the use of market research surveys, including telephone, mail, in-person,

mall intercept and online.

7

Market research is a key factor to maintain competitiveness over competitors. Market research

provides important information to identify and analyse the market need, market size and

competition.

Market Research of Water Dispenser industry was the major part of my project. And the

analysis of the industry was done in detail.

Analysis is done on generated responses from prospective respondents through direct questionnaires and through direct calling with the help of SPSS.

Questionnaire Design: Likert Scale with five levels, Multiple-choice, Checkboxes and text figure has been used and both open ended and closed ended questions have been used in the questionnaire.

8

1. Project Methodology

Market Visit and Analysis

Visited 20 Dealers in Delhi NCR region Visited Jafrabad market to get a better understanding of the unorganized air cooler industry. Mapping of MOP’s of Usha, Kenstar, Bajaj & Symphony Air Coolers. Purpose-Understanding the Air Cooler Market completely through collecting secondary

information from dealers and market visits. Then Classifying Competition on the basis of their Spec analysis (specification) along with their

concerned company’s name.

Survey and Customer Visit

No. of respondents of Questionnaire Survey-93 73 were USHA customers from the database given, the other 20 were collected from friends and

family. Key activities-Designing Questionnaire containing questions which help me to get primary data

on company’s profile, Studying the Consumer Behavior mainly what the consumer looks for while purchasing the product and their expectations in the existing and the new product. The data collected was both Qualitative and Quantitative.

Data Analysis and Interpretation

Analysis and Interpretation of results from the pilot survey and its analysis on excel, helped me find out the factors that influence the consumers to buy an Air Cooler and also the factors on which the purchase is made. The consumers satisfaction with the product and also the new features the consumer wants to see in the product.

9

2. Scope of the Project

Scope of the Project:

Understanding Customer needs

Probe Product Opportunity Gaps

Gauge Trade Feedback

Evaluating Competitive Offerings

Develop New Concept/Ideas

Product development is the process of designing, creating and marketing new products or services to benefit customers. Sometimes referred to as new product development, the discipline is focused on developing systematic methods for guiding all the processes involved in getting a new product to market.

Product innovation is the creation and subsequent introduction of a good or service that is either new, or an improved version of previous goods or services. This is broader than the normally accepted definition of innovation that includes the invention of new products which, in this context, are still considered innovative.

3. Limitations of the Project

10

Limitations of the Projects:

As it is a market research and survey, the major drawback would be reliability of data. Many of them don’t give appropriate and required information which may lead to a wrong feedback result and in turn a wrong analysis.

Availability of data is an equally bothering drawback because everybody is not willing to reveal the information and do not therefore give a proper response due to time and confidentiality issues.

Responses are recorded through Questionnaire and the questionnaires maybe long and a bit redundant, these results in less number of responses from sample population.

This study requires a lot of time; hence there would be a question of time constraint.

Gathering and processing data could be expensive at times.

The market survey collected was limited to the prospective users of Air Coolers in the Delhi NCR regions. So major institutions and other users of this product located in these areas were the only lot targeted.

Industry Research

11

1. Types of Air Coolers

Trends in the Market

Metallic Body Vs. Plastic Body – (Evolution through features)

12

2. Major Competition

Metal Body-Metal body air coolers are

sold by the unorganized sector.

-These units are cheaper than plastic units.

-But, these units require more maintenance as they

are prone to rust.

New Features IntroducedHumidifier - Increases humidity (moisture) in a single room Smart Sleep -Reduces fan speed over a period of time Ionizer - Feature to help purify the air.-Carbon Dust Filter - Carbon filtering is a method of filtering that uses a bed of activated carbon to remove sand and dust particles Honeycomb Pads - Pads made from paper, durable and requires less maintenance.Remote - To control the Air Cooler from a distance Timer - To set time limit, after which the air cooler automatically shuts downMemory Mode - The device remembers the last used settings and uses them the next time its switched on. Digital Display/LCD Display - A screen that shows the various settings of the device.

Plastic Body-Plastic Body coolers are more durable as they are rust proof. -Plastic can be molded into more attractive designs and also has many color options.-All the organized player(Usha, Symphony, Bajaj, etc.) manufacture their products with plastic bodies only.-Now the unorganized players have also started shifting to plastic bodies.

13

Portfolio Analysis

14

MRP/MOP Mapping

15

1.Desert Coolers

2.Personal Coolers

16

3.Window Coolers

17

Market Analysis

18

1. Market Visit Methodology

Visit conducted as a prospective buyer. Purchase for Domestic Purpose. Sales person was asked about his suggestions and recommendations. Enquiry about availability of USHA air coolers. Pictures of the display counter along with the product were taken. MOP’s of various Air Coolers were asked and recorded. Visiting Cards were taken from each of the shop visited. Shop keepers were asked about a demonstration of the features of Air Coolers.

Area Covered

Kalkaji Jaffarabad Yusuf Sarai Sarojini Nagar Jail Road/Vikas Puri Pitampura Rohini Gurgaon Noida

Procedure

Pictures of the display counter along with the product were taken. MOP’s of various Air Coolers were asked and recorded. Visiting Cards were taken from each of the shop visited. Shop keepers were asked about a demonstration of the features of Air Coolers.

2. Product Placement Photos (Market)

19

*Depictions- Some of the Air Cooler products are placed on display on the main floor of the showroom and the bulk storage of these very same products are either kept in their warehouses or storage facility of the showroom, in some case the product is kept in display while being inside the carton only.

3. Counter Share & Brand Presence in Market

20

Counter Share

Shop Name Usha Kenstar Symphony Voltas Orient Bajaj Other(s)

M.K. ENTERPRISE, Sarojni Nagar

50% 50% 0% 0% 0% 0% 0%

HOME WAYS, Sarojni Nagar

50% 50% 0% 0% 0% 0% 0%

Garg Innovations, Yusuf Sarai

20% 40% 40% 0% 0% 0% 0%

Atul Expresscom Money Changers Pvt. Ltd., Yusuf Sarai

16% 16% 20% 0% 8% 8% 32%

M.G. Ezone, Yusuf Sarai 0% 0% 0% 100% 0% 0% 0%

KBM Electronics, Yusuf Sarai

0% 0% 0% 0% 50% 0% 50%

Sunrise Trading Co., Tilak Nagar

0% 30% 0% 0% 0% 0% 70%

Richi Rich Trader, Janakpuri

0% 33% 33% 0% 0% 0% 33%

Electronic Paradise, Piatmpura

0% 0% 0% 100% 0% 0% 0%

Yash Electricals, Rohini 0% 22% 45% 0% 0% 11% 22%

New Gulati Store, Kalkaji

0% 14% 14% 0% 0% 0% 72%

21

Brand Presence

BRAND SYMPHONY USHA BAJAJ KENSTAR

PRESENCE IN SHOP 10 4 4 10

% 66.7 26 26 66.7

4.Market Visit Findings & Recommendations

Findings –

USHA air coolers generally limited to USHA Stores and Retailers only.

Dealers preferred to push other brands over USHA products due to lower prices.

The salesmen are not able to explain the features to the customer.

Recommendations –

1. Company should increase market distribution to increase market share.

2. Introduction of entry level models to increase market share.

3. Training of sales force to better explain the unique features of USHA air coolers.

DATA ANALYSIS

22

The Data analysis was done through both, telephonic interviews & customer visits.

1. Objective of the Questionnaire Survey  

The data collected so far includes responses both from telephonic interviews and personal interviews:

Telephonic Calls: 115 Responses from telephonic Interviews: 58 Personal Interviews (Customer Visits) : 45 TOTAL RESPONSES: 103 

Data Collected From Primary Sources:The data collected from primary sources is from the market and also from the database provided by the company. Data Collected From Secondary Sources:This data was collected from my own contacts for which I collected by visiting markets and dealer interactions to understand the buying behaviour of the customers in order to meet their room cooling needs in the small and medium enterprises in the region and this study was supported by a questionnaire created with the industry guide.

The Primary Aim Of The Questionnaire To Collect primary data from customers about their satisfaction from USHA air coolers. To analyse the factors that led to the consumer selecting USHA products over other it’s

rivals. To find out which features appeal to the consumer and aid in their buying decision. To collect a feedback about the feature the consumers would like in future models of air

coolers.

2. Analysis Results

23

What is your profession?

39.36% of the customers interviewed are working in the Private Sector, while 26.60% had their own business.

What is your annual income level?

55.2% of the customers interviewed were in the 4-8 Lakhs/Yr. income bracket.

What is the size of your family?

24

43.43% of the customers interviewed had 2-3 people in their family.

Reason for preference of your brand

Consumer’s prime reason for selecting USHA was the superior quality of USHA products as compared to its competitors.

How did you come to know about your Air Cooler Brand?

25

51% of the consumers got to know about the product after visiting the shop & 28% through internet search.

Where did you buy the Air Cooler from?

The primary place of purchase was from nearby retailers, who carried other brands too.

Which type of Air Cooler you use?

26

71.43% of the consumers questioned had Desert Coolers (large capacity),

What is the capacity of the Air Cooler you own? (In Liters)

Almost 65% of the people questioned, owned Air coolers with capacity greater than 50 litres.

Which factors influence your Air Cooler buying decision?

27

Eco Friendly

Low Power Consumption

Low Cost

Air Flow/ Cooling Effect

Portability

Works on Invertor

Low Noise

0 10 20 30 40 50 60 70 80 90 100

26.2

82.2

55.3

26.2

53.4

55.3

5.8

Factors

Consumer motivation for purchasing Air Cooler was because of the products portability, ability to work on invertors & the fact that Air Coolers consumed lesser electricity than Air Conditioners.

How satisfied are you with your product on the basis of the following?

28

Power consumption, Features and Maintenance don’t affect the post purchase satisfaction of the customers.

Customers are happy with the build quality of the product but there are issues with the quality of the wheels used in the Honeywell CL601 PM model.

Issues with the Service team, after sales service not up to the mark.

What is your primary use for the Air Cooler?

29

Bed Room Living Room Outdoor use Office Parties Other0

10

20

30

40

50

60

70

52.358.2

15.3

8.73.9

7.8

Primary Use

52.3% & 58.2% of the consumers questioned keep their product in their bed rooms and living room, respectively.

Is storage during off season a problem for you?

Storage is not a problem for 73.4% of the respondents. Majority of the respondents keep the product at its place only.

30

Which of the following innovative features you feel would be a delighter in your Air Cooler?

Anti-Bacterial Filter

Charcoal Filter

Smart Features

Mosquito Away Technology

All weather coolers

Power Cool Button

Extended Warranty

Smart Sense

Rechargeable Battery

0 10 20 30 40 50 60 70 80 90

1.9

2.9

6.8

24.3

49.5

1.9

78.6

5.8

32

Response To Features Offered

Would you recommend your present brand and model of Air Cooler to anyone?

Only 44% of the Usha customers questioned would recommend the product to others, while 37% customers said ‘No’.

31

Summary & Conclusion

1. Findings & Recommendations

Findings

1. Coolers with larger capacity (<40l) are preferred.

2. The general consensus amongst the sellers and the consumers is that these units provide more

cooling and better air throw.

3. Consumers expect warranty period to be greater than 1yr for a product costing more than Rs.

10000.

4. Remote control and auto start after features are demanded in all products.

5. The concept of all weather coolers are appreciated as this will give a year long return on the

investment.

6. Consumers not happy with after sales service.

7. USHA air coolers generally limited to USHA Stores and Retailers only.

8. Dealers preferred to push other brands over USHA products due to lower prices.

9. The salesmen are not able to explain the features to the customer.

10. USHA air coolers generally limited to USHA Stores and Retailers only.

11. Dealers preferred to push other brands over USHA products due to lower prices.

12. The salesmen are not able to explain the features to the customer.

32

Recommendations

1. Addition of more products with larger capacity.

2. Extend warranty period of the product, this will give the company an edge as all the other

competitors offer 1 yr warranty only.

3. Incorporation of these features in all the models.

4. Development, testing and market trials of All Weather Coolers.

5. Training and evaluation of the after sales team.

6. Company should increase market distribution to increase market share.

7. Introduction of entry level models to increase market share.

8. Training of sales force to better explain the unique features of USHA air coolers.

9. Company should increase market distribution to increase market share.

10. Introduction of entry level models to increase market share.

11. Training of sales force to better explain the unique features of USHA air coolers.

33

2. Response to the features offered

Features such as Anti- Bacteria Filter smart features, smart sense and power cool were notliked

by the consumers questioned.

Mosquito Away Features – 24.3% of the consumers interviewed were interested in this feature,

but wanted to see a demonstration first.

32% of the consumers questioned were interested in units with Rechargeable batteries.

While, 49.5% were interested in All Weather Coolers.

78.6% of the consumers questioned wanted the warranty period to be greater that 1 years(Since,

the product is only used for 2 months and the high cost(>10k) of the USHA product.

34

REFERENCES

1. http:// timesofindia.indiatimes.com/city/varanasi/Coolers-an-affordable-way-to-beat-heat/ articleshow/47511403.cms

2. http:// www.thehindu.com/business/Industry/voltas-to-sell-1-million-acs-this-season-forays-into- aircoolers/article7173564.ece

3. http:// articles.economictimes.indiatimes.com/2014-02-25/news/47671006_1_export-sales- premium-products-ad-expenditure

4. http:// articles.economictimes.indiatimes.com/2014-01-02/news/45799495_1_refrigerator-sales- ac-prices-refrigerator-prices

5. And other references provided by the company and own resourc

35

Annexure

Annexure – 1- Product Mapping Sheet (i)

Brand

Sympho

nySym

phony

Sympho

nySym

phony

Sympho

nyUS

HAUS

HAUS

HAUS

HAUS

HAKEN

STAR

Mode

l nam

eWI

NTER

iWI

NTER

JUMBO

SUMO

SIESTA

70 Ho

neyw

ell CL

70PE

Maxx A

ir Elec

tronic

CD504

Maxx A

ir Man

ual CD

503Ho

neyw

ell CL

601PM

Hone

ywell

CL48P

MSLI

MLINE

SUPER

Mode

l no

KCESSF

1W-EB

A

Image

Techni

cal Sp

ecifica

tions:

Water

Tank

Capaci

ty (Litr

es)

5656

5145

7070

5050

5540

40

Power

Consum

ption

(Watt

s)185

185185

160160

330190

190200

140170

Frequ

ency (

Hz)50

5050

5050

5050

5050

5050

Volta

ge (Vo

lts)

230230

230230

230230

230230

230230

230

Coolin

g Med

ia HO

NEYCO

MBASP

ENASP

ENASP

ENASP

ENHO

NEYCO

MB CO

OLING

HONE

YCOMB

COOLI

NGHO

NEYCO

MB CO

OLING

HONE

YCOMB

COOLI

NGHO

NEYCO

MB CO

OLING

Pine W

ood W

ool

Air Th

row Di

stance

(Ft.)

N/AN/A

N/AN/A

N/AN/A

2525

N/AN/A

35

Coolin

g Area

(sq.ft.

)525

500437

.5437

.5462

.5345

860860

860615

N/A

Air De

flectio

n Syst

em

Blowe

r Contr

ol 3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 S

PEED

Fan Mo

tor Sp

eed (

rpm)

N/AN/A

N/AN/A

N/AN/A

N/AN/A

N/AN/A

1400

Air De

livery (

m3/Hr

s)450

0450

0400

0350

0370

0261

0340

0340

0261

0180

0230

0

Feature

s:

Water

Level

Indic

ator

YESYES

YESYES

YESYES

YESYES

YESYES

YES

Autom

atic W

ater Le

vel Co

ntroll

er YES

YESYES

YESYES

YESYES

YESYES

YESYES

Ice Ch

ambe

rNO

NONO

NONO

NONO

NONO

NONO

Dust fi

lter n

etYES

YESYES

YESYES

YESNO

NONO

NOYES

Opera

tes on

Inver

terYES

YESYES

YESYES

YESYES

YESYES

YESYES

Humi

dity C

ontro

lNO

NONO

NONO

NONO

NONO

NONO

Castor

sYES

YESYES

YESYES

YESYES

YESYES

YESYES

Motor

ised L

ouvre

Movem

ent

YESYES

YESYES

YESNO

NONO

NONO

YES- V

ERTICA

L

Auto

fill wa

ter in

letYES

YESYES

YESYES

YESYES

YESYES

YESYES

Open

able

coolin

g pad

sYES

YESYES

YESYES

YESYES

YESYES

YESYES

Fragre

nce ch

ambe

rNO

NONO

NONO

NONO

NONO

NONO

Hone

y comb

pad

YESNO

NONO

NOYES

YESYES

YESYES

NO

Timer

YESNO

NONO

NOYES

YESYES

YESYES

NO

Remo

teYES

NONO

NONO

YESYES

NONO

NONO

Blowe

rs/Fan

FANFAN

FANFAN

FANBLO

WER

FANFAN

FANFAN

FAN

Dimen

sions

(Prod

uct)

Len

gth630

630655

618618

658

Brea

dth445

445634

505505

344

Heig

ht110

5110

5773

1025

1115

1120

Mater

ial of

Body

PLASTI

CPLA

STIC

PLASTI

CPLA

STIC

PLASTI

CAB

S PLAS

TICAB

S PLAS

TICAB

S PLAS

TICAB

S PLAS

TICAB

S PLAS

TICPLA

STIC

Colou

rs Avai

lable

Warra

nty Pe

riod (

Years)

11

11

11

11

11

1

Certifi

cation

s

Weigh

t(kgs)

1212

1411.

513.

5

MRP

14491

12991

11991

11491

12990

18990

14240

12390

15490

13490

9790

MOP

11500

9841

10500

8800

11200

13500

11500

10200

13500

10300

7700

36

Annexure – 1- Product Mapping Sheet (ii)

37

Annexure – 2- Shop Visit Excel Sheet

Brand

Sympho

nySym

phony

Sympho

nySym

phony

Sympho

nySym

phony

Sympho

nySym

phony

Sympho

nySym

phony

Sympho

nySym

phony

USHA

USHA

USHA

USHA

Model

name

HICOOL

iNIN

JA iNIN

JAICE

CUBE XL

Storm

100i

Storm

70iDIE

T 50i

DIET 35

iDIE

T 22i

Diet 12

TDie

t 12i

Diet 8i

Honeyw

ell CL 2

01AE

Honeyw

ell CL 1

5AEHon

eywell

CL15AM

Honeyw

ell CL1

2AE

Model

no

Image

Technica

l Specifi

cations:

Water

Tank Ca

pacity (

Litres)

31

1717

17100

7050

3122

1212

820

1515

12

Power C

onsum

ption (W

atts)

185105

105105

270365

170170

170170

17080

24070

10570

Freque

ncy (Hz

)50

5050

5050

5050

5050

5050

50

Voltag

e (Volts

)230

230230

230230

230230

230230

230230

230

Cooling

Media

HON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

BHON

EYCOM

B COOLI

NGHON

EYCOM

B COOLI

NGHON

EYCOM

B COOLI

NGHON

EYCOM

B COOLI

NG

Air Thr

ow Dis

tace (ft.

)N/A

N/AN/A

N/AN/A

N/AN/A

N/AN/A

N/AN/A

N/AN/A

N/AN/A

N/A

Cooling

Area (s

q.ft.)

218.75

125150

150625

562.5

250218

.5375

125125

100280

160160

130

Air Defl

ection

System

Blower

Control

3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D7 SP

EED7 SP

EED3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 S

PEED

3 SPEE

D3 SP

EED4 SP

EED

3 SPEED

3 SPEED

Fan Mo

tor Spe

ed (rpm

)

Air Del

ivery (m

3/Hrs)

800490

480460

Feature

s:

Water

Level I

ndicato

r YES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YES

Autom

atic Wa

ter Lev

el Cont

roller

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

Ice Cha

mber

YESNO

NONO

NONO

YESYES

YESYES

YESYES

YESNO

NONO

Dust fil

ter net

YESYES

YESYES

YESYES

YESYES

YESYES

NONO

NONO

Operate

s on Inv

erter

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

Humidit

y Contro

lNO

NONO

NONO

NONO

NONO

NONO

NOYES

NONO

NO

Castors

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

Motori

sed Lou

ver Mo

vement

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

Openab

le cool

ing pa

dsYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

YES

Fragre

nce cha

mber

NONO

NONO

NONO

NONO

NONO

NONO

NONO

NONO

Honey c

omb p

adYES

YESYES

YESYES

YESYES

YESYES

YESYES

YESYES

NOYES

YES

Timer

YESYES

NONO

YESYES

YESYES

YESNO

YESYES

YESYES

YESYES

Remote

YESYES

NONO

YESYES

YESYES

YESNO

YESYES

YESYES

YESYES

Blower

s/Fan

BLOWE

RBLO

WER

BLOWE

RFAN

BLOWE

RBLO

WER

BLOWE

RBLO

WER

BLOWE

RBLO

WER

BLOWE

RBLO

WER

BLOWE

RBLO

WER

BLOWE

RBLO

WER

Dimens

ions (P

roduct)

Lengt

h500

450450

450635

635460

430300

300300

300

Bread

th380

287287

305500

500360

360330

330330

330

Heig

ht915

701701

701162

0112

5134

5115

5943

845845

780

Materi

al of Bo

dyPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICPLA

STICABS

PLASTIC

ABS PLA

STICABS

PLASTIC

ABS PLA

STIC

Colour

s Availa

ble

Warran

ty Perio

d (Year

s)1

11

11

11

11

11

11

11

1

Certific

ations

Weigh

t(kgs)

97

718

15.610.5

9.58

7.77.7

6.3

MRP979

1749

1749

1599

9199

91164

91119

91999

1949

1599

1799

1769

1134

90120

90109

90105

90

MOP

7900

6100

5600

4700

16300

14000

9800

8800

7700

5200

7050

4900

9200

8800

7900

7200

38

Annexure – 3- Questionnaire

IMAGES

13/1A, Shop No. 3, Tilak Nagar, New Delhi - 110018

13/1A, Shop No. 3, Tilak Nagar, New Delhi - 110018

12/4,Yusuf Sarai, New Delhi - 110016

13/5,Yusuf Sarai, New Delhi - 110016

5, D A V School Building, Main Mahroli Road,Yusuf Sarai, New Delhi - 110016

20/1-2,Yusuf Sarai, New Delhi - 110016

66.67%4SYMPHONY

Symphony

0.00%0BAJAJ

9250520250

33.33%2KENSTAR

0.00%0USHAKenstar6

0.00%0SYMPHONY

0.00%0BAJAJ

Kenstar 9250520250

28.57%2KENSTAR

0.00%0USHAOther7

0.00%0SYMPHONY

0.00%0BAJAJ

26854004

0.00%0KENSTAR

0.00%0USHAVoltas3

0.00%0BAJAJ

0.00%0KENSTAR

0.00%0USHAOrient26168317

0.00%0SYMPHONYHavells4

Other

Symphony

Orient

Kenstar26193454

20.00%5SYMPHONY

8.00%2BAJAJ

16.00%4KENSTARUsha

16.00%4USHABajaj25

40.00%2SYMPHONY

Symphony

0.00%0BAJAJ

Usha 26190201

40.00%2KENSTAR

20.00%1USHAOther 5

Display ShareCoolers on DisplayBrandsBrand on displayTotal Coolers on Display

(As on Card)

Contact Number

(As on card)

Address

39

A study on Air CoolersNameAddress

CityState

Pin Code

Landline Number

AGE

Mobile Number

+9

1 D D M M Y Y

Email Id @

4. What is your profession?o Government/Public Sector o Private Sectoro Self Employed/Free Lancer o Business

Other ________________________

5. What is your annual income level?o Below 4 lakhs o 4-8 lakhs o 8-12 lakhs o 12-18 lakhso Above 18 lakhs

6. What is the size of your family?o Below 2 o 2-3 o 4-5 o Above 5

7. Which of the following house hold appliances do you own? (Please select all that apply)

o Television ( ) Nos. o Fridgeo Washing Machine o Microwaveo Air Conditioner ( ) Nos.

8. Type of Vehicle Owned?o Car o Scooter o Motorbike o None

40

9. Which brand of Air Cooler you own/prefer? o Bajaj o Crompton Greaves o Kenstar o Voltas o Khaitan o Maharaja Whiteline o Symphony o Usha

Other __________________________

10. Reason for preference of your brando Price o Quality o Features o Less power consumption o Less maintenance o Effective after sales service

11. How did you come to know about your Air Cooler Brand?o Online/Internet search o Shop Visit/Demonstrationo Friends/Family o Hoardings/ Billboards o News Paper Ads

Other __________________________

12. Where did you buy the Air Cooler from? o Nearby Retailer o Company’s own showroom

o Through company’s web site o organized electronic retailers: Flipkart, Amazon

Other __________________________________

13. Which type of Air Cooler you use?o Personal o Desert o Tower o Window

14. What is the capacity of the Air Cooler you own? (In Liters) o 10-20 L o 21-30 Lo 31-40 L o 40-50 L o Above 50 L

15. How was the purchase decision made?o Self o with Spouseo Recommendation from Friends/Family o Sellers advice

41

16. On what factors was your purchase decision made? (Please select all that apply)

o Price o Innovation o Technology o Brando Discount

17. Which factors influence your Air Cooler buying decision?

(Rank in descending order)Factor Rank

Eco FriendlyLow Power ConsumptionLow CostAir Flow/ Cooling EffectPortabilityWorks on InvertorLow Noise

18. Which features influenced you to purchase the Air Cooler? (Please select all that apply)

o Ice Chamber o Fragrance Chambero Remote o Smart Sleepo Timer o Empty Tank Alarmo Digital Display o Memory Modeo Mosquito Net/Dust Filter o Humidity Control

Other __________________________________

19. How satisfied are you with your product on the basis of the following ?

42

(Please circle your option)Features Very

SatisfiedSomewhat Satisfied

Neither liked nor disliked

Somewhat Dissatisfied

Not Satisfied

at all

Build Quality 5 4 3 2 1

Noise 5 4 3 2 1Power

Consumption 5 4 3 2 1

Air Flow/ Cooling 5 4 3 2 1

Features 5 4 3 2 1

Maintenance 5 4 3 2 1

After Sales Service 5 4 3 2 1

Portability 5 4 3 2 1

20. What is your primary use for the Air Cooler?o Bed Room o Living Room o Kids Room o Guest Room o Outdoor use o Officeo Parties

Other __________________________

21. When not in use, where do you store your Air Cooler?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

22. Is storage during off season a problem for you?o Yes o No

43

23. Any new features you would like in your Air Cooler?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

24. Which of the following innovative features you feel would be a delighter in your Air Cooler? (Please select all that apply)Select Feature Description

Anti-Bacterial Filter Filter that absorbs all the bacteria and viruses

Charcoal Filter Charcoal filter absorbs smoke, odours and other contaminants

Smart Features Connect with your android/iOS device to control settingsMosquito Away

TechnologyUltrasonic sound waves reduce mosquitos ability to detect humans

All weather coolers Effective in all weather conditionsPower Cool Button Faster Cooling after pressing the button on the remoteExtended Warranty Warranty period is more than 1 year

Smart Sense Senses the number of people in the room and sets speed accordingly

Rechargeable Battery Device will work on the inbuilt battery

25. Would you recommend your present brand and model of Air Cooler to anyone?

o Yes o Noo Maybe o Can’t Say

-THANK YOU FOR YOUR TIME-

Annexure – 6 – Feature List Air Coolers

44

Brands Explanation USHA KENSTAR BAJAJ SYMPHONY

Features:

Water level indicatorGives an indication of the amount of water in the tank.

Ice Chamber

Chamber to put ice, so that the air temperature can be reduced.

Fragrance Chamber

A few drops of fragrance in the fragrance foam dispels a pleasing aroma throughout the room and el iminates the musty smell of water

Mosquito Net/Dust Filter

Net/filter prevents mosquitoes/dust from getting inside the cooler and breeding in the water simultaneously not letting the dust to get inside

Empty tank alarm

An alarm which indicates that the level of water is down.

Low water alarm dignal

Air Deflection System

This feature helps distribute air and cool the room evenly

Four way air deflection system

Quadraflow TechnologyFour way air

deflection system

Cool flow dispenser

Humidity ControlHelps maintain the humidity Advanced

Humidification Level

Openable Cooling PadsPads can be opened, which helps in cleaning

RemoteTo control the Air Cooler from a distance.

Remote Dock

An attachment that keeps the remote attached to the air cooler

N/A

Timer

To set time limit, after which the air cooler automatically shuts down

Memory Mode

The device remembers the last used settings and uses them the next time its switched on.

N/A System restore function

System restore function

Water level controller

Ensures that the water level is automatical ly replenished.

Continuous water supply connection

Float ValveContinuous

water supply connection

Auto Drain System

A valve/lever which when removed drains out the water from the cooler

CastorsSmall wheels that help in moving the air cooler.

Annexure – 7 – Feature List Air Conditioners

45

Brands Explanation Samsung Voltas LGPanasoni

cHitachi

Features:

Anti-Bacterial Filter Filter that absorbs all the bacteria and viruses.

YES YES YES Nanoe-G YES

On/Off Timer Timer to switch on the device at a fixed

time, the A/C starts at the time prescribed

YES YES N/A N/AOn/Off

Advanced Start

Power Index Shows the power consumption at different settings

N/A N/A N/A N/A YES

Humidity ControlSetting that helps save electricity and also ensures that the room is not too

coldYES YES

DEHUMIDIFICATION

MODEYES

Dry Mode

Temperature Indicator Shows the current room temperature YES YES YES YES YES

Quiet Mode Very little fan noise YES YES YES YES YES

ECONAVI Senses presence of people in a room, sets temperature accordingly

Single User

mode N/A N/A YES Isee

Solar refreshing filter Charcoal filter absorbs smoke, odors and other contaminants.

N/A N/A N/A YES N/A

Auto Restart Unit restarts at the set temperature in case of a power failure.

N/A N/A N/A YES N/A

46