Surendra Management Thesis I

8/9/2019 Surendra Management Thesis I

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A Final Report

On

Customer satisfaction towards Blue star Air conditioner with respect to star rated

and non star rated Air conditioner in Nellore City

Submitted to

Ms. R.INITHA RINA

Faculty member

INC Nellore

Submitted by

Mr.R.SURENDRA

III SEM MBA

Enroll no: - 0801214624

Class of 2008-10


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CERTIFICATE


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CERTIFICATE

This is to certify that this Management Thesis titled Customer satisfaction towards Blue star Air

conditioner with respect to star rated and non star rated Air conditioner in Nellore City is

bonafied work done by Mr.R.SURENDRA Enroll no: 0801214624 and carried out under my guidance

and supervision in partial fulfillment of the award of MASTER OF BUSSINESS ADMINISTRATION

from INC UNIVERSITY

FACULTY MEMBER

Mrs. R.INITHA RINA

ICFAI National College

Nellore.


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DECLARATION


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DECLARATION

I, Mr. R.SURENDRA a bonafied student of ICFAI NATIONAL COLLEGE,

NELLORE, Class of 2008-2010 hereby declare that the Management Thesis entitled

Customer satisfaction towards Blue star Air conditioner with respect to star rated and

non star rated Air conditioner in Nellore City, submitted in partial fulfillment of the

requirements for Master of Business Administration degree of ICFAI UNIVERSITY, is the

original work done.

PLACE: R.SURENDRA

DATE: (0801214624)


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ACKNOWLEDGEMENT

I would like to convey my sincere gratitude to the center head Ms. S.JYOTHIRMAYE

REDDY and my faculty supervisorMs. R. INITHA RINA for their kind assistance and

supervision and giving me their worth full suggestions at every stage of this Management

Thesis report and this will be helping me in building my career in future and will

certainly stand in positions good in my future academic pursuits.

I would like to thank my all friends and my well wishers for their cooperation in sharing

their views in this project.


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ABSTRACT


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ABSTRACT

This research study is entirely based on identifying the customer satisfaction followed by the

marketers of Blue star Air conditioner with respect to star rated and non star aretd Air conditioner

in Nellore city only. It starts with process of understanding the concept first and makes a

systematic analysis of different sources of information, people who we have to meet, strategies to

be implemented in order to make a right approach and methods to be used to get the information

from the management and as well as from the customers. This research also gives detailed

information on customer satisfaction towards Blue star Air conditioner, what type of strategies that

are helpful to increase the business standards and what are the benefits that the organizations can

get by implementing these kinds of strategies.

It is hoped that by doing this research study I came to know what is customer

satisfaction, what are the different satisfaction levels, what is the impact on business by

implementing customer satisfaction strategies etc.


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INTRODUCTION


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INTRODUCTION

Customer satisfaction: -

In a world of cut-throat competition, companies can survive only when they

outsmart competition; adapt themselves to the changing marketing environment rather

than just pushing the sales. But how do marketers do this? The answer is simple, yet very

complex-customer satisfaction.

Satisfaction-fulfillment or gratification of need, desire or appetite.

Customer satisfaction or dissatisfaction is the feeling derived by the consumer when he

compares the products actual performance with the performance that he expects of it.Customer form their expectations on the basis of past buying experiences, advice of their

reference group and the promises of the marketers and their competitors. When the

product performance matches the expected performance, the customer experiences

satisfaction; when it falls short of the expectation, he experiences dissatisfaction. And

when the performance exceeds expectations, the customer is highly satisfied or delighted.

It becomes much easier for a company to serve a delighted customer.

Complete customer satisfaction is achieved by understanding customer requirements

and delivering superior quality goods and services. Companies must provide the

customers with a continuous flow of new ideas/offers and constantly enhance their

service levels to build up satisfaction among customers. Understanding the customer and

providing satisfaction is not the prerogative of the marketing department alone. Every

function/employee needs to contribute to understanding the consumer needs and then

fulfilling them.

Organizations needs to map customer needs and wants with their products. If the

products do not fulfill customer needs and wants, organizations need to take the initiative

to improve their products. Customers should be an integral part of the product


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development and improvement process. As customer needs and wants do not remain

constant, organizations also need to monitor the trends in the changes in customer needs

and wants continuously so that they can modify their products and services continuously

to satisfy their customers in the long run.


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INDUSTRY PROFILE

INDUSTRY PROFILE


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Most systems are made up of individual components that are designed, engineered

and balanced to work together in unison in an effort to provide a comfortable

indoor environment.

There are many kinds of air conditioning units to fit every budget and need.

Whether an individual or company requires a repair on an old unit or wants to

install a new one, there are many cooling options for every situation.

Residential Air Conditioning Systems

Central Air Conditioners - These units use the latest technology to keep an

entire home cool through a central cooling system.

Room Air Conditioners - This equipment provides cooling options for a

single room or space through the use of a standalone unit.

Building Cooling Systems - This equipment employs commercial andindustrial buildings with cooling systems for offices, warehouses, and more.

Lodging Air Conditioners - These units provide cooling options in hotels,

motels, resorts, and other lodgings.

Emergency and Temporary Cooling- There are portable air conditioning

options on a rental and temporary basis.

Marine Systems - This equipment provides air conditioning and cooling

products for every commercial marine application, from cruise ships to oil

tankers.

Preventative Maintenance

Many people might think of their air conditioning system as a simple unit that can

be turned on or off in order to control temperature; however, a cooling system is a

lot more than that. It doesn't just control the amount of cool air in a house or office.

It has an impact on the air that is breathed, including the amount of moisture and

mold in a room or house.

The system also has an effect on the amount of energy that is used and the amount

of money that is spent each month. Air conditioning systems also have an influence

on an individual or family's health through the air quality that is filtered through a

house or office building.


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COMPANY PROFILE

COMPANY PROFILE

ABOUT COMPANY:

Blue Star is Indias largest central air-conditioning company with an annual

turnover of Rs 2270 cores, a network of 24 offices, 5 modern manufacturing


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facilities, 650 dealers and around 2500 employees (Figures as of 2008). It fulfills

the air-conditioning needs of a large number of corporate and commercial

customers and has also established leadership in the field of commercial

refrigeration equipment ranging from water coolers to cold storages. Blue Stars

other businesses include marketing and maintenance of hi-tech professional

electronic and industrial products.

Blue Star has business alliances with world renowned technology leaders such as

Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams, UK; Thales e-Security

Ltd., UK; Jeol, Japan; ISA, Italy and many others, to offer superior products and

solutions to customers.

Blue Star was founded in 1943, by Mohan T Advani, an entrepreneur of

exemplary vision and drive. The Company began as a modest 3-member team

engaged in reconditioning of air-conditioners and refrigerators. Within three

years, the Company secured the agency for US-based Melchoir Armstrong

Dessaus air-conditioning equipment. Shortly after, the Company was selected by

Worthington, the US leader in air-conditioning, as its India based partner - these

were the first of numerous foreign associations to follow.

An expanding Blue Star then ventured into the manufacture of ice candy

machines and bottle coolers and also began the design and execution of central

air-conditioning projects. Then came the manufacture of water coolers. In 1949,

the proprietorship company set its sights on bigger expansion, took on

shareholders and became Blue Star Engineering Company Private Limited.

Ever since, there has been a constant and profitable growth. Blue Star diversified

and took up agencies for Material Testing Machines and Business Machines. The

export arena beckoned and the Company began exporting water coolers to Dubai,

where in fact, Blue Star soon became the generic name for water coolers.


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The sixties and the early seventies witnessed Blue Star continuing to expand

and thrive. Employee strength crossed the 1000 mark and the company went

public in 1969 to become Blue Star Limited, as it continues to be called today.

In 1970, the Company took up the all-India distributorship of Hewlett-Packard products. As the Companys reputation for delivering the goods in the

most challenging of air-conditioning projects grew steadily, the early seventies

saw a series of prestigious projects being entrusted to Blue Star - skyscrapers

such as Air India Building, Express Towers, the Oberoi Hotel in Mumbai, apart

from several others. Revenues touched the Rs. 10-crore mark and staff strength

doubled to exceed 2000.

The Company began building determinedly upon its existing overseas presence,

Blue Star set up a joint venture with Al Shirawi in Dubai and went on to execute

some outstanding projects in Syria, Iraq and Saudi Arabia. To complement its air-

conditioning projects and undertake turnkey industrial projects, an Industrial

Division was set up in 1978.

1.1.2 BRANCH OFFICES:

Corporate Head Quarters: Mumbai

Manufacturing Facilities:

Kala Amb

Bharuch

Dadra

Wada

Thane

Regional Headquarters:


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Gurgaon

Mumbai

Kolkata

Chennai

Sales and Service office:

Thiruvanantha puram, kochi, Banglore, Panaji, Secunderabad, Vizag,

Pune, Bhubaneswar, Vadodara, Nagpur, Ahmedabad, Bhopal, Guwahati, Jaipur,

lucknow, Newdelhi, Chandighar.

The company has its head office in Hyderabad for entire AP. They reach

their customers through its dealers across India and also approaching customers

personally. They also work with all well established retail out lets and electronic

showrooms.

ABOUT NELLORE:

SHOP NAME: BHARATHI AIR CONDITIONERS

FOUNDER: AJAY KUMAR REDDY

ESTABLISHED: 2004

MAN POWRE: 6 TECHNISIONS

2 SALES EXECUTIVES

AVERAGE MONTHLY SALES: 12-15 AIR CONDITIONERS


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OBJECTIVES

OBJECTIVES

Primary objective:

To Know the Customer satisfaction towards Blue Star Air Conditioners with

respect to star rated and non star rated Air Conditioners in Nellore City.


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LIMITATIONS

LIMITATIONS

1. The data collected through interaction is prone to biased inputs by the person.

2. This project is limited to only one geographical location that is Nellore which may

lead to less accuracy.

3. It is time consuming to interact with the people.

4. Difficult to get permission to enter into the residential area.


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NEED FOR STUDY

NEED FOR STUDY

Marketing is changing, and changing fast! Customers are becoming more

discriminating and demanding, and so traditional marketing techniques are declining.

Also, marketers are now mature and saturated, and therefore retaining customers is the

key. Companies also have to focus on price because differentiation possibilities are

decreasing. At the same time, technological developments, which provide new solutions

and products, are appearing continuously.


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So what should companies do? We argue that they should embrace

customer satisfaction and do so passionately. This study is majorly aimed to know the

customer satisfaction and satisfaction levels, customer perception and strategy followed

by BLUE STAR Air Conditioner company.


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METHODOLOGY

METHODOLOGY

SOURCES OF THE INFORMATION

The information can be collected through two sources

. Primary data

. Secondary data


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Primary Data :

Data will be collected from the customers by using questionnaire and

through direct interview with the management of the organization

Secondary Data :The Secondary data will be collected from various websites, internet,

journals and news papers.

Analysis of data:

Data will be analyzed using mathematical tool like percentage method.

Data interpretation:

using bar chart and pie chart

Sample Unit:

Past customers of the Blue Star Air conditioners.

Sample Size:

100 customers

Sampling Method: Convenience sampling.


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DATA INTERPRETATION

Data Interpretation

EMPLOYEES:

1. Table showing necessity in maintaining customer satisfaction in business.

Table: -

S.NO Particulars Percentage

1Yes 100%

2No 0%


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Diagram: -

INFERENCE: -

From the above 3D - Column chart we can easily understand that maintenance of customer

satisfaction in the business is definetely necessary.

2. Table showing major reason in maintaining customer satisfaction in the market?

Table: -

S

NO

Particulars Percentage

1 Business Development 35%

2 Healthy Competition 25%

3 Enhanced Service 25%

4 Others 15%


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Diagram: -

INFERENCE: -

By observing the above 2D Column chart we can understand that the major reason

for maintaining satisfaction in market is Business development which is (35%), healthy

competition (25%), enhanced service (25%), and others (15%).

CUSTOMER:

3. Table showing which model of Blue Star air conditioners are you using.

Table: -

S

NO

Particulars Respond Percentage

1 Window 40 40%

2 Split air conditioner 45 45%

3 Mega split air

conditioner

10 10%

4 Others 5 5%


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Diagram: -

INFERENCE: -

From the above 3D Pie diagram we can say that which model of Blue star

should be prefered when there is window (40%), split air conditioner (45%), mega

split air conditioner (10%) and others (5%).

4. Table showing which rated air conditioner are you using

Table:-

S NO Particulars Respond Percentage

1 Star rated 70 70%

2 Non star rated 30 30%

Diagram:-


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INFERENCE:-

From the above 3D bar diagram we can say which rated air conditioner

should be preferred when there is star rated (70%) and non star rated (30%).

NON STAR RATED:

5. Table showing region to buy a non star rated air conditioner.

Table:-

S NO Particulars Respond Percentages

1 Price 3 10%

2 Features 15 50%


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3 Design 3 10%

4 Power consumption 6 20%

5 Others 3 10%

Diagram:-

INFERENCE:-

From the above 3d pie diagram we can say which the region to buy the non

star rated air conditioner when there is a price (10%), features (50%), design (10%),

power consumption (20%), others (10%).

6. Table showing satisfaction level of non start rated air conditioner.

Table:-


1 Highly satisfied 3 10%

2 Satisfied 9 30%

3 Moderate 15 50%

4 Dissatisfied 3 10%

5 Highly dissatisfied 0 0%


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From the above 3d bar diagram we can easy to understanding rates of

customers satisfaction levels for non star rated air conditioner.

8. Table showing satisfied with the service provided of non star rated air

conditioner.

Table:-

Diagram:-

INFERENCE:-



2 Satisfied 09 30%

3 Moderate 15 50%




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From the above 3d pie diagram we can easy to understand service provide of

non star rated air conditioner with moderate (50%).

STAR RATED:

9. Table showing region to buy a star rated air conditioner.

Table:-

Diagram:-


1 Price 07 10%

2 Features 14 20%

3 Design 07 10%

4 Power consumption 42 60%

5 Others 00 00%


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INFERENCE:-

From the above 3d pie diagram we can say which the region to buy the star

rated air conditioner when there is a price (10%), features (20%), design (10%), power

consumption (60%), others (00%).

10. Table showing satisfaction level of start rated air conditioner.

Table:-

Diagram:-

INFERENCE:-



2 Satisfied 35 50%

3 Moderate 21 30%




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From the above 3d pie diagram we can say easy to understand satisfaction

level of star rated air conditioner with in highly satisfied (10%), satisfied (50%),

moderate (30%), dissatisfied (10%), highly disstisfied (00%).

11. Table showing Rate of your satisfaction levels for star rated airconditioner?

Table:-

Particulars Highly

Satisfied

Satisfied Moderate Dissatisfied Highly

Dissatisfied

Total

Price 07 21 35 07 00 70

Features 07 21 42 00 00 70

Design 14 42 14 00 00 70

Power

consumption

14 49 07 00 00 70


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Others 21 35 07 07 00 70

Total 63 168 105 14 00 350

Table:-

Diagram:-

S NO Satisfaction levels Percentages

1 Highly satisfied 18%

2 Satisfied 48%

3 Moderate 30%

4 Dissatisfied 04%

5 Highly dissatisfied 00%


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INFERENCE:-

From the above 3d bar diagram we can easy to understanding rates of customers

satisfaction levels for star rated air conditioner.

12.Table showing satisfied with the service provided of star rated air conditioner.

Table:-

Diagram:-



2 Satisfied 42 60%

3 Moderate 07 10%




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INFERENCE:-

From the above 3d pie diagram we can easy to understand service

provide of star rated air conditioner with satisfied (60%).

13. Table showing satisfied with service of the Bharathi air conditioner.

Table:-

Diagram:-



2 Satisfied 25 25%

3 Moderate 15 15%




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INFERENCE:-

From the above 3d pie diagram we can say customer satisfaction levels

with service of the Bharathi air conditioner.

14. Table showing satisfied with free services offered by company.

Table:-

Diagram:-



2 Satisfied 45 45%

3 Moderate 30 30%




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INFERENCE:-

From the above 3d pie diagram we can say customer satisfaction levels

with free service offered by company is satisfied (45%).


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FINDINGS


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FINDINGS

1. It was found that 100% of the employees are select necessity to maintain

customer satisfaction in business.

2. Major Reason In Maintaining Customer Satisfaction In The Market Is

Market Development (35%).

3. It was found that 45% of the people prefer the split a/c of blue star air.

4. It was found that 70%of the people select the star rated in split air

conditioner.

Non star rated:

5. It was found that 50% of the customers prefer to buy a Non Star Rated Air

Conditioners because of its features.

6. It was found that 50% of the Customers are moderate with the Non Star

Rated Air Conditioners.

7. It was found that 40% of the customers are moderate with the Non Star

Rated Air Conditioners because of its features.

8. It was found that 50% of the Customers are moderate with the Service

Provided of Non Star Rated Air Conditioners.

Star rated:

9. It was found that 60% of the customers prefer to buy a Star Rated Air

Conditioners because of its power consumption.

10. It was found that 50% of the Customers are moderate with the Star Rated Air

Conditioners.

11. It was found that 48%of the customers are satisfied with the Star Rated AirConditioners because of its power consumption.

12. It was found that 60% of the Customers are satisfied with the Service

Provided of Star Rated Air Conditioners.


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13. It was found that 55% of the Customers are satisfied with the Service

provided of the Barathi Air Conditioners.

14. It was found that 45% of the Customers are Satisfied With the Free Services

Offered By Company.


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SUGGESTIONS


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SUGGESTIONS

1. Blue star have to find new techniques to make customers satisfy towards their

products.

2. Blue star should not consider Business development as a major reason in

maintaining satisfaction but also the factors such as service development, Healthy

competition etc.

3. Blue star is offering wide range of products for all the segments.

4. Blue star have to concentrate more on star rated products to increase more

quality.

5. Company has to minimize problems in star rated air conditioners.

6. Blue star ltd have to give training to all the dealers for improving the overall

sales.

7. They have to concentrate more on services to satisfy customers.

8. They have to provide EMI for their products.

9. They have to create awareness towards their new products.


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TIME ESTIMATES


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TIME ESTIMATES

S.NO WEEK NO DURATION SCHEDULE OF THE M T-I

1 1ST week July 13th to 19th Selecting the MT-1 title by discussing with faculty

supervisor.

2 2nd week July 20th to 26th Gathering of information from the customer data

base throw different models.

3 3rd week July 27th to Aug 2nd Submission of synopsis.

4 4th week Aug 3rd to 9th Preparation of the questionnaire and conducting the

pilot study.

5 5th week Aug 10th to 16th Collecting the data on the basis of questionnaire.

6 6th week Aug 17th to 23rd Analyzing the data and framing the report

7 7th week Aug 24th to 30th Submission of the interim thesis

8 8th week Aug 31st to Sep6st Interim thesis presentation

9 9th week Sep 7th to 13th Conducting interviews with the dealers andbuilding up the database

10 10th week Sep 14th to 20th Gathering information from various secondary

sources.

11 11th week Sep 21st to 27th Tabulation the collected raw data.

Analyzing the data.

12 12th week Sep 28th to Oct4th Analyzing and comparing the data as well as

drafting of final report.

13 13th week Oct 5th to 11th Preparation of the final thesis.

14 14th week Oct 12th to 18th Submission of the final report and presentation.


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BIBLIOGRAPHY

Text books: -

Marketing management ICFAI Press, July 2004.

Service management and marketing by Christian Gronoroos, 2nd edition.

Management of BLUE STAR: -

Mr. Ajay Kumar Reddy

Websites: -

www.bluestar india.com

www.wikipedia.com

www.google.com

www.arm.com
http://www.wikipedia.com/http://www.google.com/http://www.arm.com/http://www.wikipedia.com/http://www.google.com/http://www.arm.com/


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QUESTIONAIRE


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QUESTIONAIRE

1. Name of the customer:

2. Occupation:

3. Age:

4. Is it necessary to maintain customer satisfaction in the business?

a) Yes

b) No

5. What is the major reason in maintaining relations in the market?

a) Business Development

b) Healthy Competition

c) Enhanced service

d) Others (Specify)

6. Which model of Blue star air conditioners are you using?

a) Window

b) Split air conditioner

c) Mega split air conditioner

d)Others

7. In split air conditioner which rated air conditioner are you using?

a) Non star rated

b) Star rated

If you select the non star air conditioner go the next question,

otherwise go to the 12th question.


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Non star rated air conditioner

8. Why did you buy a non star rated air conditioner?

a) Price

b) Features

c) Design

d) Power consumption

e) Others

9. Are you satisfied with the non star rated air conditioner?

a) Highly satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

e) Highly dissatisfied

10.Rate of your satisfaction levels for non star rated air conditioner?

Particulars Highly

Satisfied

Satisfied Moderate Dissatisfied Highly

Dissatisfied

Price

Features

Design

Power

consumption

Others


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11.Are you satisfied with the service provided of non star rated air

conditioner?

a) Highly satisfied

b) Satisfied

c) Moderate

d) Dissatisfied


Star rated air conditioner

12.Why did you buy a star rated air conditioner?

a) Price

b) Features

c) Design

d) Power consumption

e) Others

13.Are you satisfied with the star rated air conditioner?

a) Highly satisfied

b) Satisfied

c) Moderate

d) Dissatisfied



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a) Highly satisfied

b) Satisfied

c) Moderate

d) Unsatisfied

e) Highly unsatisfied

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Surendra Management Thesis I