Customer opinion survey of packaged air - conditioners in the twin cities of Hyderabad and Secunderabad; Blue Star Limited, Secunderabad

Abstract

This Project is an extension /continuation of the project done last year (i.e. 1991) by Mr. D.Vijay Kumar (11M, Bangalore).The objective of this project was to study the customer satisfaction level at various customer interface points, regarding the air-conditioning units supplied by the competing brands only . A comparative study was also done regarding the above, between BSL & its competitors. Data for BSL customers was largely drawn from last years report. The factors affecting the purchase decision about a particular brand were also analysed. Personnal interviews were conducted with the customers, who were mostly functionaries, directly associated with the purchase & functioning of the Air-conditioning unit in the establishment. Based on the information provided by them, the satisfaction level & other ratings were evolved. Like last year, it was found that there was no significant difference between the brands, but Voltas did enjoy a higher level of product superiority & brand awareness/image. A very important finding was the rapid expantion of Carrier Aircon in the market (especially in the split-unit category) which & threatens to capture a large segment of it in near future. The suggestions given are --reach the customer at the earliest, be in constant touch with him, concentrate on image building efforts, imp rove the technical services.