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Project Report on Symphony Air Cooler
1. 1
A STUDY ON CONSUMER BUYING BEHAVIOUR FOR
THE BRAND
A Project Report Submitted
In The Partial Fulfillment of the Requirements
For The Degree of
Bachelor of Business Administration
By
RONAK JAIN
(Y16180509)
BBA-4th
Semester
DEPARTMENT OF BUSINESS MANAGEMENT
DR.HARI SINGH GOUR CENTRAL UNIVERSITY
SAGAR (M.P), INDIA
“SYMPHONY AIR COOLER”
2. 2
DECLARATION
I hereby declare that the project titled on the study of Consumer buying behaviour for the brand-
“Symphony air cooler” under the guidance of Dr. Shri Bhagwat (Assistant Professor),
Department Of Business Management. Dr.Hari Singh Gour Central University, Sagar, Madhya
Pradesh is my own work and the same has not been submitted for the award of any other
Degree/Diploma/fellowship or other similar titles and prizes.
RONAK JAIN (Y16180509)
BBA-4th semester
3. 3
CERTIFICATE
This is to certify that Ronak Jain has worked for her BBA 4th semester project entitled on the
study of Consumer buying behaviour for the brand“symphony air cooler” in partial fulfillment
of the degree of Bachelor of Business Administration. She has completed her project under my
supervision. Her work is original, satisfactory and is not submitted anywhere else for the award
any degree.
I hereby forward this project and wish her success in future endeavor.
Signature of Supervisor Signature of HOD Signature of examiner
4. 4
ACKNOWLEDGEMENT
First and foremost let me sincerely thank almighty for the great opportunity and blessings that he
has showered up on me for the successful and timely completion of my project work.
It is a great opportunity for me to express my sincere thanks to Professor Y.S Thakur, Head,
Department Of Business Administration, Dr Hari Singh Gour Central University, Sagar, (M.P).
I would like to pay my special gratitude to Dr. Shri Bhagwat, who supervised my work, and for
her valuable guidance and constant encouragement throughout my project work.
I am very thankful to the all respected faculty members of the department, who supported me in
the preparation of my project.
Finally I want to thanks my parents, my friend without whom the completion of my project
would not have been possible.
Ronak Jain
(Y16180509)
BBA-4thsemester
5. 5
PREFACE
I’m glad to present this assignment to Dr. Shri Bhagwat. This assignment is about the study of
consumer buying behaviour to the brand-“symphony air cooler”
This project contains about how consumer behaviour affect their decision while purchase of
brand –“symphony air cooler”. I have given information in this project by conducting a survey
on consumer buying behaviour of the assigned brand by using questionnaires filled by
respondents and by consulting books and different useful websites and some research papers
concerning previous study.
This includes the profile and overall analysis of company- Symphony limited, description of the
brand – “symphony air cooler” (overall benefits, features, innovationand range of the coolers),
Review of literature that shows the previous research of the air coolers, Research methodology to
analyse the objectives and need for such study despite of its limitations and Analysis or
interpretation of overall buying behaviour, factors affecting the buying decision of consumer to
the symphony air cooler, Annexure which consists of the questions being addressed to consumer
during survey for the purpose of study. After all, findings, suggestions and conclusion have been
derived from the study done.
Ronak Jain
(Y16180509)
B.B.A- 4th SEMESTER
6. 6
TABLE OF CONTENTS
COVER PAGE………………………………….…………..…….………………..………… 1
DECLARATION…………………………..…….………….………….…………………..… 2
CERTIFICATE……………...…………………….…………….…….…………………….. 3
ACKNOWLEDGEMENT……………………………………….…….………………….… 4
PREFACE………………………………..…………….……………....………………….…. 5
CHAPTERS TITLES PAGE NO.
Chapter 1
INTRODUCTION
1.1-CONSUMER BUYINGBEHAVIOR
(factors influencing, consumer behaviour model, consumer
buying decision process)
1.2-COMPANY PROFILE-SYMPHONYLIMITED
(introduction, milestone, product range, achievements)
1.3-ABOUT BRAND- SYMPHONYAIR COOLER
(brand description, benefits and features,product innovation,
range of coolers)
9
11
14
Chapter 2
REVIEW OF
LITERATURE
2.1- ABOUT REVIEW OF LITERATURE
2.2- REVIEWS
18
19
Chapter 3
RESEARCH
METHODOLOGY
3.1- RESEARCH METHODOLOGY
3.2- OBJECTIVES OF THE STUDY
3.3- NEED FOR THE STUDY
3.4- RESEARCH DESIGN
3.5- SAMPLINGDESIGN
3.6- METHODS OF DATA COLLECTION
3.7- LIMITATIONS OF THE STUDY
21
21
21
22
22
23
23
7. 7
Chapter 4
ANALYSIS AND
INTERPRETATIO
N
4.1- ABOUT ANALYSIS AND INTERPRETATION
4.2- DETAILED ANALYSIS OF DATA
25
26-42
Chapter 5
FINDINGS AND
SUGGESTIONS
CONCLUSION
5.1- FINDINGS
5.2- SUGGESTION
5.3- CONCLUSION
43
44
45
BIBLIOGRAPHY………………………………………………………………………..……46
ANNEXURE…..……………………………………………………………………………….47
9. 9
1.1- CONSUMER BUYING BEHAVIOUR-
Consumer buying behavior refers to the selection, purchase and consumption of goods and
services for the satisfaction of their wants. There are different processes involved in the
consumer behavior. Many factors, specificities and characteristics influence the individual in
what he is and the consumer in his decision making process, shopping habits, purchasing
behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each
and every one of these factors. Initially the consumer tries to find what commodities he would
like to consume, then he selects only those commodities that promise greater utility. After
selecting the commodities, the consumer makes an estimate of the available money which he can
spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision
about the commodities he should consume. Meanwhile, there are various other factors
influencing the purchases of consumer such as social, cultural, economic, personal and
psychological.
1.1.1- FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR
The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are:
1. Internal or Psychological factors
2. Social factors
3. Cultural factors
4. Personal factors.
10. 10
1.1.2- CONSUMER BEHAVIOUR MODEL-
1.1.3- CONSUMER BUYING DECISION PROCESS-
The stages in process of consumer buying behaviour involves five major steps which are as-
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase evaluation
11. 11
1.2- COMPANYPROFILE-“SYMPHONYLIMITED”
Symphony Comfort Systems Ltd was incorporated on February 5,1988 as Sanskrut Comfort
Systems Ltd. (SCS). The company commenced its operations in February 1988 with the
manufacture of air–coolers; it has been promoted by Achal Anil Bakeri.Symphony today has
established itself as a world leader in evaporative air coolers. It is a joint stock, publicly held,
listed company.
Sensitivity to good design is a universal phenomenon. Symphony's global popularity is testament
to this sentiment. Its products are already being sold in U.S.A, Europe, Middle East, Africa, and
South–East Asia & shortly will be available in many other countries. Symphony air coolers are
designed to give very high air delivery efficiency. This means that the Symphony air coolers give
very high air delivery at very low power consumption. This has been achieved by a combination
of several design parameters.
These air coolers are designed using latest engineering and computerized techniques
and further analyzed and tested at a very high–tech state of the art validation center – one of its
kind in the world! Be it 3D modeling, be it computer simulations like stress analysis, mould flow
analysis, air flow analysis, acoustic analysis, dynamic analysis, vibration analysis, thermal
analysis, psychometric analysis, rapid prototyping etc.Best of the technology across the world
has been procured and put to use for designing and developing the air coolers. Several aspects
helping Symphony air coolers to achieve extra low power consumption are elaborated as below.
Symphony limited was founded in the year 1988 by Achal Bakeri. Then later in the year 1990,
symphony aired its first TV campaign.Symphony went public in the year 1994 and was also
listed at Bombay, Ahmedabad and Delhi stock exchanges. It also included water heaters in its
range of products in the same year. In the year 2000, symphony introduced the world's largest air
cooler, sumo, which got the Guinness world record certification. It launched mid-segment
coolers, in the year 2001. For coastal markets, in the year 2004, symphony launched the h! Cool
air cooler. Symphony's winter air cooler and sauna water heater were introduced in the year
2005. In 2006, symphony expanded itself into 33 other countries and also introduced the
surround cooler.
12. 12
In 2008, it separated the range of air coolers in two different ranges. Also launched jumbo jr., h!
Cool with ionizer in the same year. In 2009, it launched sauna water heater, India’s first water
heater with a 5-star power savings rating. It also acquired imp co, USA, in the same year. In
2010, symphony introduced industrial coolers in Indian market. Symphony introduced air
coolers with remote control, in the year 2011. In 2012, symphony launched digital models named
storm 70e and storm 100e.
1.2.1- MILESTONES-
2010-
Launch of industrial air cooling solutions in India introduced first summer campaign.
2011-
Launched a TV campaign for the South American/Mexico market- first by any evaporative
cooler company in the region.
2012-
Symphony wins Award for Excellence in Financial Reporting by The Institute of Chartered
Accountants of India for its Annual Report of FY 2009–2010.Symphony received coveted
recognition of Star Export House from Govt. of India. Recently, the Ministry of Science and
Technology, Government of India accorded the certificate of recognition to Symphony's in–
houseR&Dcentre. Introduced Storm – world’s largest tower cooler with advanced electronics.
13. 13
1.2.2- PRODUCT RANGE OF THE COMPANY
Evaporative Air Coolers
Desert Coolers
Room Coolers
Personal Coolers
Air Conditioners
Window Air Conditioners
Split Air Conditioners
Water Heaters
Sauna Heaters
1.2.3- ACHIEVEMENTS/ RECOGNITION:–
Awards-
Young Achiever Award
Advertisement Award
Viewers Choice Award
Certificate-
ISO90001
Certificate for Saudi Arabian standards organization
Certificate for authorization to mark
Symphony has also created the world's largest functioning air cooler and this has been certified
by Guinness World Records Ltd.
14. 14
1.3. ABOUT THE BRAND
Symphony residential range of air coolers is designed to meet all kinds of cooling needs.
Whether it is an expansive living space, small urban room, an outdoor area, a shop, office,
showroom or banquet hall, we have a cooler for your needs.
1.3.1- BENEFITS AND FEATURES OF SYMPHONY AIR COOLER-
Benefits can be as-
Runs on operating cost of fan.
Also works on inverter power.
Use it inside, use it outside.
Deliver fresh, filtered air cooler.
World leader in air cooling comes with world of features-
Intelligent remote.
Systems restore function.
Cool flow dispenser.
Dura dump technology.
Feather touch digital control panel.
SMPS technology.
Whisper quiet performance.
Empty water tank alarm.
Large tank capacity.
Powerful air throws with auto-swing.
High efficiency cooling pads.
Multi-stage air purification.
SYMPHONY AIR COOLER
15. 15
1.3.2- PRODUCT INNOVATION-
Symphony industry leading innovation are integrated in latest range of air coolers as it has-
The world first wall mounted air cooler.
IPure technology.
UV mosquito repellent technology.
Humidity control.
18. 18
2.1- A REVIEW OF LITERATURE IS…..
A literature review is a text of a scholarly paper, which includes the current
knowledge including substantive findings, as well as theoretical and methodological
contributions to a particular topic. Literature reviews are secondary sources, and do not report
new or original experimental work.
The purposes of the review are:
to define and limit the problem you are working on
to place your study in an historical perspective
to avoid unnecessary duplication
to evaluate promising research methods
to relate your findings to previous knowledge and suggest further research
A good literature review, therefore, is critical of what has been written, identifies areas of
controversy, raises questions and identifies areas which need further research.
19. 19
2.2- REVIEWS-
1. R. Patel Niraj (2009)–the object of the study was to understand “how personal factors of
consumer influence buying behavior with reference to Air Conditioner in Surat city.” The
findings of the study was that majority of the customers came to know about the brand
from television advertising.
2. Kedarshukla and Amol Rault29 (2011) conducted a study on “EmergingTrends and
Challenges in Air-conditioning Industry in India”. The objective of the study was to
know the marketing position of the Air conditioning Company in India and to analyses
the factors influencing the purchase of Air conditioners in India. The data were collected
from various Air conditioning companies in India. The SWOTanalysis was used for
statistical analysis. It was concluded that Air conditioningindustry has a huge growth
potential taking cognizance of higher push oninfrastructure development in India. There
are many players in the market to fulfill thedemand but the required techno-managerial
talent pool has become a scarecommodity. Also, the research focus of this industry is
lesser as compared to other industry.
3. Rajarajan & Priyanga (2013) have studied the consumer behavior towards selected
household appliances such as refrigerator, induction cooker, mixer grinder, and air
cooler. The relationship between consumer behavior and home appliance products can
thus be seen as an individual‟s purchases and use of products and services where these
choices constitute part of consumer‟s life style expression and its reflection
21. 21
3.1-RESEARCH METHODOLOGY-
“A research design is the specification of methods and procedures for acquiring the information
needed. In this study, researcher used Descriptive Research. A research design thus specifies, the
type of information required the sources of the information and the methods or techniques ofdata
collection.
The research methodology enabled the team to organize their efforts into one cohesive
and conceptual product idea generation task for us.
You need to have a good research methodology in place when trying to figure out new
ideas for your company.
3.2-OBJECTIVES OF THE STUDY-
To know the consumer buying behaviour of the “symphony air cooler”.
To be aware of the reason which affect consumer the most while purchase of “symphony
air cooler”.
Describe how the consumer makes a purchasing decision to air coolers.
To offer suitable suggestions based on the study
3.3-NEEDFOR THE STUDY-
The study was conducted to analyse the consumer buying behaviour on the brand “symphony air
cooler”. This study on consumer buying behaviour will be helpful in identifying consumer
rational behavior, attitude, and actions toward the assigned brand “symphony air cooler”. Thus,
this study will be helpful for us to be being aware of usage of the particular product.
22. 22
3.4-RESEARCHDESIGN-
Research Design is important primarily because of increased complexity in the market as well as
marketing approaches available the researchers. In fact, it is the key to the evaluation of
successful marketing strategies and programs. It is important tool to study buyer’s behavior,
consumption pattern, brand loyalty, and focus market changes. A Research Design specifies the
method and procedures for conducting a particular study.
Descriptive research-The study is conducted using the descriptive Research Design
method. This type of research is also the grouping that includes any particular research
methodologies and procedures, such as observation, surveys, self reports and tests.
Unlike qualitative research descriptive may be moreanalytic.
3.5-SAMPLING DESIGN-
Sampling is a means of selecting a subset of units from a target population for the purpose of
collecting information. This information is used to draw inferences about the population as a
whole. The subset of units that are selected is called a sample. The sample design encompasses
all aspects of how to group units on the frame, determine the sample size, allocate the sample to
the various classifications of frame units, and finally, select the sample.
3.5.1-Sampling unit:
The survey was conducted in Sagar city.
3.5.2-Sampling size:
The size of sample is 50. It was decided arbitrarily. The target groups of the respondents are the
consumer of the symphony air cooler. The limitation of the time, energy and research facilities
compared to the limit size to 50.
3.5.3-Sampling method:
The survey is based on random as well as non probability method of sampling in which research
is done according to the convenience of the researcher.
23. 23
3.6-METHODSOF DATA COLLECTION-
There are two major methods of data collection used in various situations varied according to use
of data. The study is based on empirical research based on survey methods; the data collection
for the study includes both primary data and secondary data.
The primary data have been collection through the survey method by direct personal
questions.
The secondary data was collected from various, websites and journals.
Since, the objective of the research was to find out the extent to which the various factors of
behaviour of respondents, their attitude and reaction towards the usage of Symphony air cooler;
it was considered appropriate to collect this information by distribution of questionnaires among
the respondents.
3.7-LIMITATIONS OF THE STUDY-
The samples have been taken only from 50 respondents.
This result was conducted only in particular area so this result cannot suitable to other places.
Only selected home appliances have been studied.
Some customers does not take interest in the survey and hence don’t respond satisfactorily.
It is not possible to check whether the information so provided by the costumer is correct or
not.
25. 25
DEMOGRAPHIC PROFILE OF RESPONDENTS
ATTRIBUTES GROUP OF RESPONDENTS NO OF RESPONDENTS TOTAL
AGE a. 15-20
b. 20-25
c. 25-30 50
GENDER a. MALE
b. FEMALE 50
OCCUPATION a. HOUSEWIFES
b. PROFESSTIONALS
c. SERVICEMAN
d. OTHERS 50
INCOME a. BELOW 100000
b. 100000-400000
c. 400000-800000
d. ABOVE 800000 50
INTERPRETATION-
From the following data it has been interpreted that the majority of respondents who are
surveyed are of between the of 15-30. Both males and females are supposed to fill the
questionnaire and the both are the consumers of symphony air cooler. People of all occupation
are users of symphony air cooler as the air cooler is essence to all. However the demand for
cooler is majorly affected by the income of different respondents.
26. 26
1. Are you a consumer of symphony air cooler?
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE%
1. Yes 50 100%
2. No 0 0%
INTERPRETATION-
From the above chart it is interpreted that according to data collected, 100% respondents are
aware of the cooler and are consumer as well and neither respondent is unaware of the product.
So this shows that everyof the respondents are fully aware of this product and uses the brand as
per the level of their preference.
100%
0%
NO. OF RESPONDENTS
1 Yes 2 No
27. 27
2. In your opinion which media attracts and influences the purchase decision
for symphony air cooler?
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGES
%
1. TV advertisement 34 68
2. News/Magazine 3 6
3. Friends and relatives 5 10
4. Show room 6 12
5. Others 2 4
INTERPRETATION-
From the following graph and interpretation it has been analyzed that the respondents has come
to know about this product mainly from TV advertisement which consists of 68% of all
respondents and after that 12% of respondents are being aware of the brand “symphony air
cooler” from news/magazine. 10% of respondent’s constitute their awareness from showrooms,
and 6% of others.
68%
6%
10%
12%
4%
No. of respondents
1 TV advertisement 2 News/Magazine 3 Friends and relatives 4 Show room 5 Others
28. 28
3. Reason for selection of the brand- “symphony air cooler”.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGES
%
1. Price 4 8
2. Quality 27 54
3. Less power consumption 6 12
4. Less maintenance 8 16
5. Effective after sales service 5 10
INTERPRETATION-
As from the chart presented, it has been clear that the large no. of respondents buys this product
because of quality which affects 54% of total no.of respondents. Then the respondents who are
influenced by price more than the quality are just 8% and people who notice less power
consumption are 12%. Respondents who seem the less maintenance are 16% in size and 10% of
respondents attracted towards the effective after sales service.
8%
54%
12%
16%
10%
NO. OF RESPONDENTS
1 Price 2 Quality 3 Less power consumption
4 Less maintenance 5 Effective after sales service
29. 29
4. Do you consider air cooler as-
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGES
%
1. Luxury 6 12%
2. Comfort 15 30%
3. Essentials 20 40%
4. Others 9 18%
INTERPRETATION-
As per the opinion of consumer towards an air cooler on the basis of affordability is concerned
the large no. of consumers agreed with the fact that a cooler is a essential with consideration of
40% respondents, 30% treat it as a comfort, 12% of respondents believes that a cooler is a item
of luxury and not considered for all class of people. Rest of 18% of respondents voted it as
others.
12%
30%
40%
18%
NO. OF RESPONDENTS
1 Luxury
2 Comfort
3 Essentials
4 Others
30. 30
5. Price of symphony air cooler is affordable?
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 20 40%
2. Disagreed 10 20%
3. Neutral 5 10%
4. Agreed 10 20%
5. Strongly agreed 5 10%
INTERPRETATION-
So from the graph it is analyzed that the 40% of respondents are strongly disagreed that the price
charged for the cooler is symphony air affordable and 20% of respondents are just disagreed for
the price. The respondents who are strongly agreed are 10% and agreed are 20%. The no. of
respondents who are neutral towards the price charged for the brand that is 10%. This shows that
the price of the brand is still high for some people and is beyond their capacity to buy.
0
2
4
6
8
10
12
14
16
18
20
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
31. 31
6. The brand image influences you to buy this air cooler.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 2 4%
2. Disagreed 4 8%
3. Neutral 7 14%
4. Agreed 12 24%
5. Strongly agreed 25 50%
INTERPRETATION-
As per the chart represented, it is sure that the brand image influences the buyer to purchase the
symphony air cooler, as the 50% of the respondents strongly agreed to the fact, 24% are just
agreed, 14% of consumer are neutral to the brand image of the cooler. Some buyers are disagreed
to the same fact too which obtains 8%, and the strongly disagreed are for 4%. This shows that the
large no. of consumers are influenced by the brand image of the symphony air cooler.
0
5
10
15
20
25
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
32. 32
7. The cooling effectof symphony air coolergood.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 4 8%
2. Disagreed 8 16%
3. Neutral 7 14%
4. Agreed 14 28%
5. Strongly agreed 17 34%
INTERPRETATION-
Cooling effect of a cooler is the most important feature of any air cooler as it is the first need of
any consumer cooler. 34% of respondents are strongly agreed that the symphony air cooler has a
effective cooling effect, while 28% are agreed too. Respondents who are neutral towards the
cooling effect are 14%. There are some respondents who are strongly disagreed with the fact,
which are 8% in total, and 16% are disagreed.
0
2
4
6
8
10
12
14
16
18
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
33. 33
8. Symphony air cooler occupy huge power consumption.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 10 20%
2. Disagreed 15 30%
3. Neutral 8 16%
4. Agreed 14 28%
5. Strongly agreed 3 6%
INTERPRETATION-
Power consumption is another important feature which influences the buyer. In case of
symphony air cooler it has been observed through survey that the 30% of consumer disagreed
that the symphony takes huge power consumption, 20% are strongly disagreed. Respondents
who are neutral to power consumption are 16%. There are some consumers too who are agreed
that cooler occupies huge power consumption are 28%, agreed with are 6%.
0
2
4
6
8
10
12
14
16
Strongly disagreed Disagreed Neutral Agreed Strongly agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
34. 34
9. Advertising of symphony air cooler make you change your preference
towards the brand.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 3 6%
2. Disagreed 4 8%
3. Neutral 5 10%
4. Agreed 15 30%
5. Strongly agreed 23 46%
INTERPRETATION-
Advertising of symphony air cooler is as effective that enables to change the preference of
consumer towards the symphony air cooler and 46% of total respondents are strongly agreed to
it. 30% of consumers are agreed to this. The no. of respondents who are neutral to advertisement
is 10%. Then, 6% of consumers disagreed that the advertisement has so strong effect that can
change their preferences, and 8% are strongly disagreed to that.
0 5 10 15 20 25
Strongly disagreed
Disagreed
Neutral
Agreed
Strongly agreed
12345
PERCENTAGE%
NO. OF RESPONDENTS
35. 35
10.The features of symphony air cooler unique and satisfactory.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 2 4%
2. Disagreed 7 14%
3. Neutral 6 12%
4. Agreed 22 44%
5. Strongly agreed 13 26%
INTERPRETATION-
Features of symphony air cooler are unique and satisfactory. 26% of consumer are strongly
agreed to it and 44% of consumer are agreed towards the sense.12% of respondents are neutral
that the feature are unique. Some respondents are disagreed to the fact which are 14% and 4%
are strongly disagreed.
0
5
10
15
20
25
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
36. 36
11.Durability of symphony air cooler is best.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 15 30%
2. Disagreed 10 20%
3. Neutral 7 14%
4. Agreed 13 26%
5. Strongly agreed 5 10%
INTERPRETATION-
Product is durable. Majority of respondents are strongly disagreed that the symphony air cooler
is durable which constitutes 30% of total respondents and 20% are just disagreed. 14% of the
respondents are neutral. However there are some respondents who are agreed that the product is
durable and 10% are strongly disagreed.
0
2
4
6
8
10
12
14
16
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
37. 37
12.Symphony air cooler provides best after sales service.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 7 14%
2. Disagreed 5 10%
3. Neutral 25 50%
4. Agreed 9 18%
5. Strongly agreed 4 8%
INTERPRETATION-
Symphony air cooler provides best after sales service. Majority of respondents are neutral that
the symphony air cooler gives best after sales service which constitutes 50% of total respondents
and 18% are just agreed. 8% of the respondents are strongly agreed. However there are some
respondents who are disagreed that the cooler after sales service is best that is 14% and 10% are
just disagreed.
0
5
10
15
20
25
Strongly
disagreed
Disagreed
Neutral
Agreed
Strongly
agreed
1
2
3
4
5
NO. OF RESPONDENTS
PERCENTAGE%
38. 38
13.Performance of symphony air cooler is satisfactory.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 3 6%
2. Disagreed 7 14%
3. Neutral 9 18%
4. Agreed 13 26%
5. Strongly agreed 18 36%
INTERPRETATION-
Performance of any brand matters a lot for its customers as it influences to buy the product again
and again. 36% of the respondents are strongly agreed that the performance is satisfactory and
26% are agreed too. Respondents who are neutral towards the performance are 18%. 14% of the
consumers are disagreed and the strongly disagreed are 6%. This shows that the performance is
effective.
0
2
4
6
8
10
12
14
16
18
Strongly
disagreed
Disagreed Neutral Agreed Strongly
agreed
1 2 3 4 5
NO. OF RESPONDENTS
PERCENTAGE%
39. 39
14.Symphony provides a variety of coolers to be adaptable by different
class/variety of people according to their choices.
S.NO RESPONSES NO. OF RESPONDENTS PERCENTAGE
%
1. Strongly disagreed 3 6%
2. Disagreed 7 14%
3. Neutral 6 12%
4. Agreed 15 30%
5. Strongly agreed 19 38%
INTERPRETATION-
Majority of the respondents are strongly agreed that the symphony provides a wide range of
coolers for different class of people which are 38%. 30% of the respondents are agreed and 12%
are neutral. Respondents who are disagreed are 14%. 6% of the consumers are strongly disagreed
thinks that the symphony does provide so much strong chain of products.
0 5 10 15 20
Strongly disagreed
Disagreed
Neutral
Agreed
Strongly agreed
12345
PERCENTAGE%
NO. OF RESPONDENTS
40. 40
15.Would you considerbuying/using this product in future?
S.NO RESPONSES NO.OF RESPONDENTS PERCENTAGES%
1. Yes 39 78%
2. No 11 22%
INTERPRETATION-
Many of the respondents are satisfied with the symphony air cooler and majority of the
respondents are strongly agreed that they will use or buy the product in the future too that are
78%. Often there are some respondents 22% in size who did not want to buy the product in
future again.
78%
22%
NO.OF RESPONDENTS
1 Yes 2 No
41. 41
16.Would you recommend this product to your friends/relatives?
S.NO RESPONSES NO.OF RESPONDENTS PERCENTAGES%
1. Yes 38 76%
2. No 12 24%
INTERPRETATION-
Respondents were also asked that would they prefer the symphony air cooler to their friends and
relatives, so the majority of respondents containing 76% say yes that will surely prefer the
product and the 24% of respondents didn’t want to prefer the product to friend and relative.
76%
24%
NO.OF RESPONDENTS
1 Yes 2 No
43. 43
FINDINGS
In the following study it has been found that –
TV advertisement is the major source from which the consumers come to know about the
symphony air cooler.
Quality is the major feature that influences the respondents to purchase the symphony air
cooler as the 54% of total respondents admit it.
Price of the symphony cooler is not as affordable as majority of consumers are disagreed
to this.
Majority of consumers are strongly agreed that the brand image influences them to buy
this air cooler that includes 50% of total respondents.
Advertisement of symphony air cooler makes the respondents change their preference
towards the symphony air cooler, 46% of total respondents strongly agreed to this.
38% of respondents are strongly agreed that the symphony air cooler provides a wide
range of coolers as per the need of the buyer.
Performance of the air cooler is satisfactory.
44. 44
5.2-SUGGESTION
Suggestion for the study can be as-
The price of product must be more reduced so, that low class people can also afford it.
Symphony should improve its after sales service as the respondents are disappointed with
its service.
The symphony air cooler must be more durable, it must offer some more warranty
schemes which will attracts the consumer.
The symphony air cooler require huge maintenance which must be less.
Symphony should also work to lessen the power consumption of the air cooler.
Features of symphony air cooler are satisfactory but they should be more improved and
unique.
45. 45
5.3-CONCLUSION
Symphony range of air coolers is designed to meet all kinds of cooling needs. Whether it is an
expansive living space, small urban room, an outdoor area, a shop, office, showroom or banquet
hall, we have a cooler for your needs that why it’s a leading company all over the world.
On the basis of the study done, it has been concluded that all of the respondents are consumers of
the symphony air cooler. Majority of respondents comes to know about the symphony air cooler
from TV advertisement, and quality is the major reason which affects the consumer decision
while purchase of symphony air cooler. Majority of respondents are disagreed that the price of
symphony air cooler is so much affordable as the respondents strongly disagreed were 40%.
Many of the respondents are strongly agreed that the brand image influences them to buy this air
cooler. Cooling effect of the symphony air cooler is also good. This air cooler occupies huge
power consumption as the majority of consumers are agreed with it. Advertising of the cooler is
also very effective as it enables the consumers to change their preference towards the brand.
Often the cooler should be more durable and the company should offer some more warranty
schemes and provide better after sales service. Performance of symphony air cooler is also
satisfactory.
Respondents also agreed that they will purchase and use the brand in future too, as they are fully
satisfied with the brand and would like to prefer the brand to their friend and relatives too.
46. 46
BIBLIOGRAPHY
Kedarshukla and Amol Raut (2011) “Emerging Trends and Challenges in Air
Conditioning Industry in India”. International Journal of marketing, Vol.8, No.2, p.47.
S. lakshmi and dr. v. kavida (2016) “impact of brand equity on customer satisfaction and
purchase intention of air conditioners in chennai”, international journal of innovative
research & development, vol.5, issue.3, p.262.
http://www.symphonylimited.com/product-range-residential.aspx
http://www.symphonylimited.com/
Research methodology, methods and techniques, C R Kothari /Gaurav garg
Marketing management, Philip kotler/ Kevin lane Keller
