A PROJECT REPORT ON

CONSUMER PREFERENCES OF SOLAR WATER HEATERS FOR MERLONI TERMOSANITARI (INDIA) LTD., BY ANKIT JAISWAL PAWAN GANBOTE CHETAN DHOKARE SUBMITTED TO, UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF THE MASTER OF BUSINESS ADMINISTRATION CURRICULUM

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this thesis. I want to thank Mr. .. & Mr . of MTS (India) Ltd., for helping and guiding us in understanding their product and business aspects. .. We also thank our director Anjali Kalkar for giving us permission to commence this project in the first instance, to do the necessary research work . We have furthermore to thank our very own sir Mr. Prashant Kalshetti for his esteemed guidance and encouraging us to complete this project successfully. Last but not the least I am very thankful to all the people on whom we have conducted the research, for their kind co-operation in the successful accomplishment of this project .

PAWAN GANBOTE ANKIT JAISWAL CHETAN DHOKARE

INDEX

EXECUTIVE SUMMARY COMPANY PROFILE INTRODUCTION OBJECTIVES RESEARCH METHODOLOGY DATA COLLECTION ANALYSIS AND INTERPRETATION CONCLUSION RECOMMENDATIONS LIMITATIONS ANNEXURE BIBLIOGRAPHY

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

This project was carried out for Racold solar water heaters The objective of the survey conducted was to know what the customers think about the solar water heaters of Racold. Another objective of the survey was to find out the preferences of the customers. Thus this makes the project more of qualitative and informative in nature. The methodology employed for finding the primary data is through market survey with help of questioning residents of bungalows, housing societies, and commercial buildings. Another methodology of this project was secondary data which was collected from internet through the websites. Finally all these primary data and secondary data was compiled and analyzed to find out the views of customers. According to our survey, the customers were very much aware of our product, its features and specification.

COMPANY PROFILE

COMPANY PROFILE

Youve got the forecast on one end of the process and the sales order on the other end. In the old days, it was almost like they were written in two different languages . . . [With SAP software], we have an integrated process that links demand planning and production planning seamlessly. Andrea Baffi, APO Implementation Manager, Merloni TermoSanitari

Merloni TermoSanitari (India) Ltd., an ISO 9001 company, is a fully owned subsidiary of Merloni TermoSanitari Spa Italy, the world leaders in Water Heaters with Ariston and Racold as their flagship brand. MTS, which is part of the 5.5 billion Merloni Group employs 7300 people worldwide and manufactures 6.8 million products and 30 million components annually. With 19 brands and 23 manufacturing units worldwide MTS has a global presence in 150 countries. The Indian operations include Indias largest and fully integrated water heater plant in Chakan near Pune, Maharashtra that has been operational since 1999. Today, Merloni TermoSanitari (India) Ltd. is the largest manufacturer and seller / exporters of water heaters in India, with Racold as its flagship brand.

MTS Group is a leading international company focused on manufacturing and delivering a complete range of heating and water heating systems and services. MTS Group aims to improve the quality of comfort by offering high technology, high quality and high efficiency products. Over the last 20 years the group has accelerated its presence in the heating industry and has greatly expanded its activities to become the most global player in the sector. The heating sectors role in contributing to a reduction in greenhouse gases and in delivering a low carbon economy is well known; the group demonstrates its commitment to energy efficiency issues through significant investments in renewable energies and in the development of sophisticated energy saving products.

MTS Group ValuesMTS Group values guide the behaviour of MTS Group people towards each other, towards customers, and other stakeholders. These values are reflected in the way people behave, the way they work and the way they are recruited and measured.

Reduction in Field Call Rate and improvement in Service Response Time Reduction in Internal Process Rejections Improvement in the ouality and reliability of procured components Training of employees

Quality Objective

About Merloni TermoSanitari India

An ISO 9001 : 2000 Company. Investment Factory : Employees Turnover : : INR 350 mn 80,000 sq. mtrs. : 400 INR 1000 mn

COMPANY HISTORYFROM THE CENTRE OF ITALY TO THE WORLD FROM WEIGHING MACHINES TO HIGH EFFICIENCY HEATING SYSTEMS..

THE BEGINNINGS : 1930 - 1960 1930 Aristide Merloni starts to produce weighing machines in the centre of Italy (Marche region). 1954 Industrie Merloni starts to make gas cylinders. 1957 The company starts to make electric water heaters. 1960 The Ariston brand is born. The commitment to Corporate Social Responsibility is established by Aristide Merloni from the birth of the company: There is no value in the economic success of any industrial initiative unless it is accompanied by a commitment to social progress.

1970

ITALIAN LEADERSHIP Industrie Merloni is organized into three separate divisions: water heating domestic appliances mechanics The water heating division produces baths, water heaters, sinks and components.

In 1977 it establishes its first factory outside of Italy, in Belgium and establishes subsidiaries in key European countries. The company becomes the Italian leader in water heaters.

1980 EUROPEAN LEADERSHIP The water heating division becomes an independent company called MTS Group. The group quickly becomes the European leader in water heaters and makes many important acquisitions throughout Europe. In 1987 the strategic decision is taken to enter the heating sector. MTS Group expands its activities into the production of boilers

2000 DYNAMIC GROWTH The group acquires long established companies: Chaffoteaux & Maury (1914), Elco (1928), Cuenod (1889), Rendamax (1968) and Ecoflam

(1973). These acquisitions increase its strength in heating systems and services, and strongly reinforce its position in Europe. A new water heater factory is opened (2005) in St. Petersburg - Russia. In April 2007, In China a third factory is opened producing not only water heaters, boilers and components but also solar systems. MTS Group now occupies a leading position in the heating market and is able to offer a comprehensive range of products, systems and services.

2008 THE STORY CONTINUES...

MTS Group continues to expand internationally. It is now recognised as the leading player in developing markets, and as a key player in mature markets. In Italy it opens the groups European centre of competence for solarthermal energy. The group recognises that energy efficiency is now the biggest challenge and opportunity facing the industry: the future will be ever more focussed on products that respect the environment, by increasing efficiency, improving quality, and understanding customers needs around the world.

INTRODUCTION

INTRODUCTIONSolar hot water

Solar hot water panels for heating in Chakan Solar hot water is water heated by the use of solar energy. Solar heating systems are generally composed of solar thermal collectors, a fluid system to move the heat from the collector to its point of usage. The system may use electricity for pumping the fluid, and have a reservoir or tank for heat storage and subsequent use. The systems may be used to heat water for a wide variety of uses, including home, business and industrial uses. Heating swimming pools, underfloor heating or energy input for space heating are more specific examples.

In many climates, a solar heating system can provide up to 85% of domestic hot water energy. In many northern European countries, combined hot water and space heating systems (solar combisystems) are used to provide 15 to 25% of home heating energy. In the southern regions of Africa like Zimbabwe, solar water heaters have been gaining popularity, thanks to the Austrian- and other EUfunded projects that are promoting more environmentally friendly water heating solutions. Residential solar thermal installations can be subdivided into two kinds of systems: compact and pumped systems. Both typically include an auxiliary energy source (electric heating element or connection to a gas or fuel oil central heating system) that is activated when the water in the tank falls below a minimum temperature setting such as 50 C. Hence, hot water is always available. The combination of solar hot water heating and using the back-up heat from a wood stove chimney to heat water can enable a hot water system to work all year round in cooler climates without the supplemental heat requirement of a solar hot water system being met with fossil fuels or electricity. Among pumped options, there is an important distinction to be made regarding the sustainability of the design of the system. This relates to what source of energy powers the pump and its controls. The type of pumped solar thermal systems which use mains electricity to pump the fluid through the panels are called low carbon solar because the pumping negates the carbon savings of the solar by about 20%, according to data in a report called Side by side testing of eight solar water heatings by DTI UK. However, zero-carbon pumped solar thermal systems use solar electricity which is generated onsite using photovoltaics to pump the fluid and to operate its control electronics. This represents a zero operational carbon footprint and is becoming an important design goal for innovative solar thermal systems

USAGEHot water heated by the sun can be used to:

Heat water (e.g. for sanitary purposes such as showering, washing, ...) Generate electricity

Designs suitable for hot climates can be much simpler and cheaper, and can be considered an appropriate technology for these places. The global solar thermal market is dominated by China, Europe, Japan and India. Solar water heaters lower the cost of electric bills. A typical consumer can save about 30%-50% on his or her electric bill, while lessening the use of oil and the impact on the environment. The typical 50 gallon electric water heater uses 11.1 barrels of oil a year, which translates into the same amount oil used by a typical 4 door sedan driven by the average consumer. Electric utility companies often provide electricity by burning and releasing energy from unclean fuels such as oil and coal. Nuclear energy with no permanent nuclear waste disposal is often used. An electrical home hot water heater sits on an electrical grid and may be driving the use of unclean fuels on the other end of the grid.

APPLICATIONS OF SOLAR WATER HEATERSolar water heaters are used to capture heat energy from solar rays and generate hot water up to 80 C for various uses in domestic, commercial and industrial applications.

Advantages of solar water heating No pollution in the process of generating hot water No consumptions of precious conventional fuels or electricity No running cost, as solar energy is available free of cost Free from all kinds of safety and health hazards Fully automatic operation. No need of operators and specialised maintenance services No problems of breakdown. Negligible cost of spares. Ensure continuous hot water ranging from 40 deg to 80 deg. Minimize usage of non renewable energy sources to heat water Solar system can be integrated with the existing conventional hot water generating system

Industrial applications of Solar water heating Direct hot water for process industry Feed water to boilers at 80 deg C Indirect heating of Oil, milk, and other fluids using PHE Washing of bottles, cans, components in bottling plants, dairies, and engineering industries Hot water for industrial canteens

ApplicationsSolar Water Heater - Applications 1) Domestic : Flats, Bungalows and Apartments. 2) Commercial : Hotels, Hospitals, Hostels and Dormitories. 3) Industrial : Process Industries, Preheating boiler feed water. In domestic sector, hot water is used for bathing, washing of clothes & utensils etc. The requirement may, however, vary with the season of the year & numberof family members. Our experience says that on an average 30 to 35 litres of water at 50 to 55 C. is consumed by an individual. Thus for a family of 4 members, 125 LPD Solar Water Heating System is quite sufficient. In commercial & industrial sectors, where large quantity of water is required at fairly high temperature, ''Jain Solar Water Heating Systems'' are designed to meet the above requirement. Depending on the distribution pattern of hot water, the system could be either modular or a big capacity single tank system.

Solar water heater on a rooftop in Jerusalem

Solar Hot Water Generation Technique

Solar water heaters

A thermodynamic water heater In order to heat water using solar energy, a collector is fastened to the roof of a building, or on a wall facing the sun. In some cases, the collector may be free-standing. The working fluid is either pumped (active system) or driven by natural convection (passive system) through it. The collector could be made of a simple glass topped insulated box with a flat solar absorber made of sheet metal attached to copper pipes and painted black, or a set of metal tubes surrounded by an evacuated (near vacuum) glass cylinder. In some cases, before the solar energy is absorbed, a parabolic mirror is used to concentrate sunlight on the tube.

A simple water heating system would pump cold water out to a collector to be heated, the heated water flows back to a collection tank. This type of collector can provide enough hot water for an entire family. Heat is stored in a hot water tank. The volume of this tank will be larger with solar heating systems in order to allow for bad weather, and because the optimum final temperature for the absorber is lower than a typical immersion or combustion heater. The working fluid for the absorber may be the hot water from the tank, but more commonly (at least in pumped systems) is a separate loop of fluid containing anti-freeze and a corrosion inhibitor which delivers heat to the tank through a heat exchanger (commonly a coil of copper tubing within the tank). Another lower-maintenance concept is the 'drain-back': no anti-freeze is required; instead all the piping is sloped to cause water to drain back to the tank. The tank is not pressurized and is open to atmospheric pressure. As soon as the pump shuts off, flow reverses and the pipes empty by the time when freezing could occur. When a solar hot water and hot-water central heating system are used in conjunction, solar heat will either be concentrated in a pre-heating tank that feeds into the tank heated by the central heating, or the solar heat exchanger will be lower in the tank than the hotter one. However, the main need for central heating is at night when there is no sunlight and in winter when solar gain is lower. Therefore, solar water heating for washing and bathing is often a better application than central heating because supply and demand are better matched. The water from the collector can reach very high temperatures in good sunshine, or if the pump fails. Designs should allow for relief of pressure and excess heat through a heat dump.

HISTORY OF SOLAR COLLECTORSFlat-plate collectors for solar water heating were popular in Florida and Southern California in the 1920s. Due to the abundance of sunlight in Israel, solar water heaters were used by some 20% of the population by 1967. Following the energy crisis in the 1970s, the Israeli Knesset passed a law requiring the installation of solar water heaters in all new homes (except high towers with insufficient roof area). As a result, Israel is now the world leader in the use of solar energy per capita (3% of the primary national energy consumption). During this time, there was some resurgence of interest in solar heating in North America. Technical innovation has improved performance, life expectancy and ease of use of these systems. Installation of solar hot water heating has become the norm in countries with an abundance of solar radiation, like Cyprus, Israel and Greece, as well as in Japan and Austria, where there is less. Solar hot water systems have become popular in China, where basic models start at around 1,500 Yuan (US$190), much cheaper than in Western countries (around 80% cheaper for a given size of collector). It is said that at least 30 million Chinese households now have one, and that the popularity is due to the efficient evacuated tubes which allow the heaters to function even under gray skies and at temperatures well below freezing.In 2005, Spain became the first country in the world to require the installation of photovoltaic electricity generation in new buildings, and the second (after Israel) to require the installation of solar hot water systems.

ECONOMICS, ENERGY AND SYSTEM COSTS

In sunny, warm locations, where freeze protection is not necessary, a batch type solar hot water heater can be extremely cost effective. In higher latitudes, there are often additional design requirements for cold weather, which add to system complexity. This has the effect of increasing the initial cost (but not the life-cycle cost) of a solar hot water system, to a level much higher than a comparable hot water heater of the conventional type. When calculating the total cost to own and operate, a proper analysis will consider that solar energy is free, thus greatly reducing the operating costs, whereas other energy sources, such as gas and electricity, can be quite expensive over time.

Thus, when the initial costs of a solar system are properly financed and compared with energy costs, then in many cases the total monthly cost of solar heat can be less

than other more conventional types of hot water heaters (and also in conjunction with an existing hot water heater). In addition, federal and local incentives can be significant. As an example, a 56 ft.2 solar water heater can cost US $7,500, but that initial cost is reduced to just $3,300 in the US State of Oregon due to federal and state incentives. The system will save approximately US $230 per year, with a payback of 14 years. Lower payback periods are possible based on maximizing sun exposure. In cooler locations, solar heating used to be less efficient. Usable amounts of domestic hot water were only available in the summer months, on cloudless days, between April and October. During the winter and on cloudy days, the output was poor. Independent surveys have shown that modern systems do not suffer these limitations.There are cases of households in cool climates getting all of their domestic hot water year round from solar alone. Systems have been show to efficiently work as far north as Whitehorse, Yukon (latitude of 60 B 43' N ). The installation costs in the UK used to be prohibitive, on average about 9,000. This is reduced in more recent years to 3,000, with payback period reduced, with the rise in the gas price, to 12 years. As energy prices rise, payback periods shorten accordingly. According to ANRE (a Flemish energy agency, subsidised by the Flemish or Belgian government, a complete, commercial (active) solar hot water system composed of a solar collector (3-4 m; this is large enough for 4 people), pipes and tank (again large enough for 4 people) costs around 4000 euro. The installation by a recognised worker costs another 800 euro. The system would then pay back itself in 11 years , when the returns are weighed off against a regular electric boiler. Calculation was as follows: a saving of 1875 kWh (which is 50% of the energy requirements in domestic hot water production) x 0.10 euro/kWh = 187, 5 euros. This multiplied by 11.6 years made 2175 euros (or the cost of the system with deducted regional tax benefits). According to the Department of Environment and Water Resources, the yearly electricity savings are between $300 and $700. This brings the

payback period to under 2 years in the best case and under 10 years in the worst case.

A monobloc solar heater

TYPESSolar hot water systems can be classified in different ways:

The type of collector used The location of the collector - roof mount, ground mount, wall mount The location of the storage tank in relation to the collector The requirement for a pump - active vs. passive The method of heat transfer - open-loop or closed-loop (via heat exchanger)

ABOUT RACOLD SOLAR WATER HEATERS

The SUN is the ultimate source of energy. Unknown to us nature uses the energy of the sun to give us other forms of energy. But these nonrenewable forms of energy are creating hazards. You will face the danger of global warming, pollution, and diseases. Dealing with them will not be easy. Ignoring them will be worsted. India is blessed with sunlight throughout the year. It is but natural use solar energy. The need of hour is to look at the renewable forms energy. Merloni TermoSanitari (India) Limited stands committed sustain the development of renewable energy sources in the form Industrial solar hot water solutions to the various applications. to of to of

Racold Solare Solar Water Heaters are manufactured in Indias largest water heater manufacturing plant, at MTS I Ltd, Chakan. MTS I Ltd is the part of MTS Group the worlds no. 1 water heater manufacturing company.

Merloni TermoSanitari (India) Limited understands it and committed to it. The Industrial/Institutional solar hot water division of MTS has come up with fully integrated and sophisticated solar solutions for your hot water requirement. Specification sheet for Racold Solar water heating system

SN 1 2 3 2 3 4

Description System Capacity System output temperature No. of Collectors Tank Capacity Circulation Application

Specifications 5000 Liters per day 60 50 5000 Forced Circulation (Differential temperature) Hot water for bathing / washing

Quotation for 5000 LPD FCT Differential Indirect Solar Water Heating system Sr. No. 1 Item Description. System Capacity (LPD). System Type (Working principal). System Input Temperature (C). System Output Temperature( C). Total collectors (Nos.). Tank (SS 304 L) System details. Pipe fittings TBS Italian ISI Mark DRP 4 10 3 1 Differential Type Kirloskar or equivalent GI with Rock wool insulation Al Cladding 2 4 500 0 C) 50 1 No 5000 LPD 1 Particulars Qty Unit rate in Rs Total amount in Rs

5000 Forced Circulation (Differential Type) 25 (deg C) 60 (+ or - 3 deg

2

3 4 5 6 7 8

a) Gate Valve b) Air Keys c) NRV d) PRV 9 10 Control Panel Pumps Internal System Plumbing Wiring of the system Heat Exchanger Cost details for complete 5000 LPD FCT Solar system (In Rs.) Basic cost for

11 12 13

Shell & Tube Type

1

14

ABOUT OUR PRODUCT SOLARESOLAR WATER HEATER

Solar energy in all its abundance has always been available. Racold Solare, the solar water heater heater from MTS is a testimony to this fact. Designed to suit domestic and commercial applications, efficient and economical water heating is Racold Solares forte.

Adjustable Thermostat with Thermal Cutout. Available in the range of 100/125 liters and above, to suit the needs of both domestic and commercial users. Approved by ISI.

FEATURES OF SOLARE

Heats water upto 60o to 85o C Can heat water up to 60o to 85o C.

Selective black-chrome coating for solar collector Black chrome coating for solar collector with Stucco finish Aluminium back sheet for heating effciency.

Special Grade Corrosion resistant Stainless Steel Inner Tank Inner tank made of a special grade corrosion resistant stainless steel.

Safety Valve Italian Automatic Air release and Vaccum Valve.

Built-in Electric/gas back-up Built-in Electric/gas back-up during emergency situations.

Sacrificial Anode for protection Sacrificial Anode for protection of solar collector and tank.

Outer body corrosion resistant Outer body corrosion resistant.

GE Silicone sealing GE Silicone sealing for leak proof joints.

OBJECTIVESThe main objectives of this research can be stated as follows:

To understand the consumer preferences of the people from different society about the solar water heater of Racold.

To understand the customer need and satisfaction level of the customer.

To know what the customer expects from the company.

To know the customers point of view of our product that is SOLARE solar water heaters.

One of our objectives through this survey was to know what are the changes that should be there in our product.

Another objective was to compare our product with existing rival companies supplying the same product in the market.

To know how much people in the society are aware of the solar water heaters was also one of our aims of our project.

REASEARCH METHODOLOGY

RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by researcher to know not only to the research methods or techniques but also the methodology. Researchers always need to understand the assumptions underline various techniques and they also need to know the criteria by which they can decide the technique and procedure will be applicable to certain problems and other will not. Research may also be defined as search for knowledge through an objective and scientific method of finding the solution for the problem. Some of the famous definitions of the research are as follows:

According to Kerlinger He has defined research as a systematic, controlled, commercial and critical investigation of hypothetical propositions about the presumed relations among natural phenomenon.

According to P.V. Young Research may be defined as a method of studying analyzing and conceptualizing social life in order to extent, modify, correct or verify knowledge whether that knowledge aids is construction of theory or in practice of an art.

TYPES OF RESEARCH:

The approach followed in this research was a blend of both interview and questionnaire. Thus this is a descriptive research. In this type of research, the researcher has to contact the person directly to know about the available information and analyze these to make a critical evaluation. The facts and information required to analyze the data was available in the interviewers statements. It is called descriptive as it exists in the present. The researcher has no control over the variable.

DATA SOURCES

There are two types of data sources: Primary data Primary data refers to the data collected for specific research project. It is also called as the first hand data. primary data includes interview and discussion .primary data are collected a fresh and for the first time. Primary data is also called basic data or original data. Following are the method of collection of primary data. These are called sources of primary data collection. Observation method Interview method Schedules and questionnaire method Internet

Secondary data - Data, which is not collected but obtained from any published sources, is known as the secondary data. Secondary data means data that are already available in various reports, diaries, letters, books, periodicals, etc. In other words, the data presented reports when used again for further research, the data are to be said as secondary data. The data relating to the co. profile is classified under the secondary data. The information regarding the co. was easy to due to its easy availability on the internet. The secondary data was collected through various sources like newspapers, magazines, websites autobiographies, letters and testaments. There are many more sources of secondary data such as Encyclopedias, statistical abstract, statistical books and statistical information, data contained in thesis and many more.

RESEARCH APPROACH

The research assignment under the focus was aimed at gathering some vital information about the views of the customers towards the Racold Solare water heaters. Among all the available ways, survey method was the most feasible option to carry in the course of carrying out the research. As it was more economical and keeping the limited time in hand it thus proved to be the best option. Survey method was the best option as: It provide larger and faster coverage Low cost is involved Direct interface with people The analysis can be done on the basis of structured questionnaire.

RESEARCH INSTRUMENTS

A structured was used as a tool for data collection. Questionnaire is the most important tools, generally used in social research. A questionnaire is a form prepared and distributed to secure responses to certain questions. It is a device for securing answers to questions by using a form which the respondent fills by himself. To capture the consumers preferences, questionnaire having two types of questions were used:

Close ended questions: These types of questions do not allow the respondents to give the answers freely.

Open ended questions: In these types of questions, the respondents are given freedom to express their views, as there are wide range choices.

DATA COLLECTION

ANALYSIS & INTERPRETATION

DATA COLLECTION AND ANALYSISAll the analysis and findings of his projects is based on the data which has been collected from the Merloni TermoSanitari. Atmost care must be taken while collecting the data. The data must match the requirements of the project and its objectives. The data collected constitutes the base and the foundation of the observations and the analysis. The data inadequate may result in faulty interpretation and analysis of the data .thus analysis of data requires a number of closely related operations, such as establishment of categories into tabulation, chart and then draw references. Analysis of work is generally based on computation of various percentages.

PREPARATION OF REPORTSAfter analysis, the next step is the preparation of reports. The report has been prepared according to the report writing principle. The objective, clarity in presentation of ideas and the uses of chart have been maintained throughout the report. Once the data has been collected, the researcher has to process, analyze and interpret the same. Sufficient attention is often not given to these aspects, with the result that the quality of report suffers.

TABULATIONIt comprises of sorting of data into different categories and counting the number of cases that belong to each categories. Tabulation is a means for proper interpretation of the research data. The tabulation is a procedure which involves arranging of assembled data in a logical, concise and systematic manner on the basis of certain classification. Generally the classification is made on the basis of the following criteria: Geographical

Chronological or temporal Qualitative or attributive Quantitative

ANALYSIS AND INTERPRETATIONThese are central steps in the research process. The goal of this analysis is to summarize the collected data in such a way that they provide answer to the questions that triggers the research. Analysis: It is a process under which the relationship or difference supporting or conflicting with original or new hypothesis should be, subjected to statistical test of significance, determine with the what validity data can be said to indicate any conclusion. Hence the questionnaire prepared was analyzed separately and the interpretation was then done to bring the meaning an implication of study.

Interpretation:According to C. WILLIAMS EMORY: Interpretation has two major aspects namely establishing continuity in research through linking the result of a given study with those of another and the establishment of some relationship with the collected data.

Interpretation is a device through which the factors that seem to explain what has been observed by researcher in the course of the study can be better understood. All results are interpreted from raw data which was collected through survey while the results have been filtered from the interview of customers through standard questionnaires. For convenience and easy interpretation all the data has been represented in graphical mode.

SURVEY ANALYSISQI) ARE YOU AWARE OF THE SOLAR WATER HEATERS ?

CHOICES YES NO

NUMBER

PERCENTAGE

PARTIALLY

INTERPRETATION

Q2) WHICH SOLAR WATER HEATER BRAND HAVE YOU INSTALLED?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q3) WHAT DO TOU THINK IS MORE TRUSTABLE SOLAR WATER HEATER BRAND?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q4) WHICH SOLAR WATER HEATER BRAND GIVES A BETTER AFTER SALES SERVICE?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q5) DOES YOUR SOLAR WATER HEATER NEEDS FREQUENT SERVICING?

CHOICES ALWAYS SOMETIMES NEVER

NUMBER

PERCENTAGE

INTERPRETATION:

Q6) WHAT IS THE CAPACITY OF YOUR SOLAR WATER HEATER ?

CHOICES 250 L 500 L 1000 L MORE THAN 1000 L

NUMBER

PERCENTAGE

INTERPRETATION:

Q7) ARE YOU AWARE THA SOLAR WATER HEATERS RESULT IN COST SAVING COMPARED TO ELECTRICAL HEATERS?

CHOICES YES NO

NUMBERS

PERCENTAGE

INTERPRETATION:

Q8) HOW FAR SALES PROMOTION AFFECT YOUR BUYING DECISION?

CHOICES YES , AN IMPORTANT FACTOR NO, NOT AT ALL TO SOME EXTENT

NUMBER

PERCENTAGE

INTERPRETATION:

Q9) DO YOU THINK IT GIVES A BETTER RETURN ON INVESTMENT?

CHOICES AGREE DISAGREE PARTIALLY AGREE

NUMBER

PERCENTAGE

INTERPRETATION

Q10) WHICH SOLAR WATER HEATER BRAND HAS MORE OPERATIONAL RELIABILITY?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q11) WHICH OF THE FOLLOWING BRANDS HAS LESS SPACE REQUIREMENT?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q12) WHICH OF THE FOLLOWING BRANDS HAS BETTER RELIABILITY OF COMPONENTS?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q13) WHICH OF THE FOLLOWING BRANDS USES LATEST TECHNOLOGY?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

Q14) WHICH OF THE FOLLOWING BRANDS HAS BEST AESTHETIC APPEAL?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

15) PLEASE RATE THE RACOLD WATER HEATER ON THE SCALE OF 5?

1-

INTERPRETATION:

Q16) WHICH OF THE FOLLOWING BRANDS ARE IN DIRECT COMPETETION OF RACOLD, ACCORDING TO YOU?

CHOICES RACOLD SUDARSHAN JAIN TATA BP

NUMBER

PERCENTAGE

INTERPRETATION:

CONCLUSION

As per our survey the customers were very much informed about the advantages about the solar water heaters. Almost all the brands of solar water heater are doing well in the market. Apart from this, a general conclusion can be observed which are as follows:

The effect of our brand image, popularity of brand is immensely

popular among the customers.

The customers psychology while opting a product is very

dynamic as variety and features affects a lot.

Racold water heaters have more safety measures than any other brand in the market.

Racold water heaters are more reliable and trust worthy compared to the others brands in the market .

RECOMMENDATIONS

Expansion of retail outlets of RACOLD solar water heater in the semi urban areas.

More focus towards customer satisfaction.

Customer should be explained about the importance of the solar water heaters.

Good public relation should be maintained.

Customer complaints should be taken seriously.

The customers should be given well after sales services.

LIMITATIONS

As it was not possible to cover the entire Pune market, so only small sample of consumers were taken.

In spite of having so many customers of SOLARE, we have been able to attain a few of them. It has affected our study to some extent.

Though respondents are supposed to give correct information but as it depends entirely on respondents, it may be biased.

Some customers showed least interest in answering the questions.

Some customers did not take a genuine interest in plotting down their suggestions.

Questionnaire

Name: ______________________________________________________________

Age: ________________________________________________________________

Gender: Male

Female

Occupation: __________________________________________________________

Address: _____________________________________________________________

Please select the suitable options.

1. Are you aware of SOLAR WATER HEATERS? a) Yes b) No c) Partially.

2. Which solar water heater brand have you installed? a) Racold b) Sudarshan c) Jain d) Tata BP

3. What do you think is more a trustable solar water heater brand? a) Racold b) Sudarshan c) Jain d) Tata BP

4. Which solar water heater brand gives a better after sales service? a) Racold b) Sudarshan c) Jain d) Tata BP

5. Does your solar water heater need frequent servicing? a) Always []

b) Sometimes c) Never

[] []

6. What is the capacity of your solar water heater? a) 250 L [] b) 500 L []

c) 1000 L [ ]

d) More than 1000 L [ ]

7. Are you aware that solar water heaters result in cost saving compared to electrical heater a)Yes [ ] b)No [ ]

8. Do you think it gives a better return on investment? a) Agree [ ] b)Partially Agree [ ] c)Disagree [ ]

9. How far sales promotions affect your buying decision? a)Yes, an important factor b)No, not at all c)To some extent

10. Which of the following solar water heater brands has more operational reliability? a) Racold b) Sudarshan c) Jain d) Tata BP

11. Which of the following brands has less space requirement? a) Racold b) Sudarshan c) Jain d) Tata BP

12. Which of components?

the

following

brands

has

better

reliability

of

a) Racold

b) Sudarshan c) Jain d) Tata BP

13. Which of the following brands uses latest technology? a) Racold b) Sudarshan c) Jain d) Tata BP

14. Which of the following brands has best aesthetic appeal? a) Racold b) Sudarshan c) Jain d) Tata BP

15.Please rate the Racold solar water heater On the scale of 1 to 5? a)* b)** c)*** d)**** e)*****(1*-poor, 2*-average, 3*-good, 4*-very good, 5*-excellent)

16. Which of the following solar water heater brands are in direct competition of Racold Solar Water Heater according to you? a) Rashmi b) Sudarshan c) Jain d) Tata BP

17. Any suggestions / feedbacks for Racold Solar Water Heater? _______________________________________________________________________________ _______________________________________________________________________________ _________________________________________________________________________

Thank You for Your Time and Co-operation

BIBILIOGRAPHYBOOKS:-

MARKETING MANAGEMENT -BY PHILIP KOTLER

PSYCHOLOGY OF CONSUMER BEHIVIOUR -BY BRAIN MULLEN

RESEARCH METHODOLOGY:TOOLS & TECHNIQUES

-BY B.L. KOTHARI

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