A

PROJECT REPORT ON

“A STUDY ON MARKTING MIX OF COOLER INDUSTRIES WITH SPECIAL

REFERENCE TO IRSHAD INDUSTRIES
PVT. LTD. SOLAPUR.”
SUBMITTED TO

BHARATI VIDYAPEETH UNIVERSITY, PUNE

IN PARTIAL FULFILLMENT DEGREE OF

MASTER OF BUSINESS ADMINSTRATION

SUBMITTED BY

MR. FAZILPASHA KHALIL JAGIRDAR

UNDER THE GUIDANCE OF

PROF. DR. PRITAM KOTHARI SIR

THROUGH

THE DIRECTOR

BHARATI VIDYAPEETH

ABHIJIT KADAM INSTITUTE OF MANAGEMENT AND SOCIAL SCIENCES,

SOLAPUR.

2019-2020

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 DIRECTOR CERTIFICATES

This is to certify that the project entitled “A STUDY ON MARKETNG MIX OF

INDUSTRIAL COOLER WITH SPECIAL REFERENCE TO IRSHAD INDUSTRIES
PVT.LTD. SOLAPUR’’ prepared by MR.FAZILPASHA KHALIL JAGIRDAR In partial
fulfillment DEGREE OF MASTER OF BUSINESS ADMINSTRATION was carried out under
the supervision and guidance of DR.PRITAM KOTHARI and same is forwarded to the
university.
I wish him all the best and success in future endeavors.

Place: - SOLAPUR

Date: -

DR. V.S. MANGNALE

M.A, M.PM, Ph.D.

(Director)

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 GUIDE CERTIFICATE

This is to certify that Mr. FAZILPASHA KHALIL JAGIRDAR. Has

satisfactorily completed the project work entitled ““A STUDY ON MARKETING MIX OF
INDUSTRIAL COOLER WITH SPECIAL REFERENCE TO IRSHAD INDUSTRIES
PVT.LTD. SOLAPUR’’” For the partial fulfillment of M.B.A.-II submitted to Bharati
Vidyapeeth University, Pune during the academic year 2019-20 under my guidance. To my best
knowledge and belief the matter presented by him is original andnot copied from any source.
Also this report has not been submitted earlier for the award of any degree or diploma of
BharatiVidyapeeth University or any other University.

PLACE: -Solapur

DATE:-

PROF.DR. PRITAM KOTHARI

Project Guide

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 STUDENT’SDECLARATION

I hereby declare that the project report entitled “A STUDY ON MARKETING MIX OF

INDUSTRIAL COOLER WITH SPECIAL REFERENCE TO IRSHAD INDUSTRIES

PVT.LTD. SOLAPUR’’, is an original work prepared by me under the guidance of

PROF.DR.PRITAM KOTHARI SIR. The empirical findings in this report are based on the data

collected during the project work. The matter included in this report is true & verified. This

report has not been presented anywhere else for the award of any degree, diploma or title.

I understand that any such copying is there then, I liable to be punished as the authorities

deem fit.

Place:-Solapur

Date:-

Mr. FAZILPASHA KHALIL JAGIRDAR

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 ACKNOWLEDGEMENT

This study is an attempt to“A STUDY ON MARKETING MIX OF INDUSTRIAL

COOLER WITH SPECIAL REFERENCE TO IRSHAD INDUSTRIES PVT.LTD.
SOLAPUR’’, I owe my deep sense of gratitude for the successful completion ofthis project
which was made possible through co-operation of many people. I am deeply conscious of the
fact that study would have not been possible without willing co-operation of Mr. WASIM
SHAIKH.

I also extend thanks to my project Guide PROF. DR.PRITAM KOTHARI SIR for her
valuable guidance.

Place:-Solapur

Date:-

Mr. FAZILPASHA KHALIL JAGIRDAR

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 INDEX

CHPTER NO. TOPICS PAGE NO.

I INTRODUCTION OF THE STUDY 7-10

II COMPANY PROFILE 11-17

III THEORETICAL BACKGROUND 18-23

IV DATA ANALYSIS AND INTERPRETATION 24-43

V OBSERVATIONS AND FINDINGS 44-46

VI CONCLUSION AND SUGGESTIONS AND 47-52

BIBLIOGRAPHY

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 CHAPTER-1
INTRODUCTION OF THE STUDY

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 1. INTRODUCTION OF STUDY

In any business concern there are different department like purchase, personal marketing,
production etc. Success of business depends upon these entire departments, out of that
marketing department is almost important as it was money center. Without marketing the
business cannot exist.
The success of marketing depends upon market information, consumer’s information
about buying activities. The study studying the concept of marketing mix with the special
reference to IRSHAD INDUSTRIES is selected for practical fulfillment of MBA
programmed. Before planning about organization needs to identify its target consumer
and its decision process.
In the present world we find that in order to know the position of the product and also
demand for the product in future, consumer opinion. To achieve these objectives the
researcher conducts the study.
In order to competition with other companies, the organization needs to acquire
competency with respect to have a good marketing of its product. Organization needs to
estimate the current and future sales and quantitative measure to analysis marketing
opportunities, planning marketing program and controlling marketing efforts. The size of
market depends upon the interest of buyer, their income an access to the market offer.
Therefore, this study is virtual framing production policies, price decision regarding
distribution channels and decision regarding sales promotion. This project will help the
organization in planning, controlling and directing the production programs, marketing
activities and stores department etc.

2. OBJECTIVE OF STUDY
In any study there are some intensions or objectives. On the basis of this objective the
study is directed and completed. Following are the main objectives of the study.
 To make in depth study of marketing activities of the company.
 To past trends of sales of the organization .
 To predict the reason of goods sales of its product and services.
 To study factors affecting on sales volumes of product.

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  Identification of tools and measures for implementation of marketing.

3. SCOPE OF THE STUDY

Relevance:
1. Production department for production planning and control coordination
with sales team.
2. Purchase department must know about the forecast to ensure it can plan its
purchase in advance.
3. HR department can use the forecast for its manpower planning.
4. The accounting department needs to plan for future cash inflows as well as
plan for new equipment needed.
5. Marketers need to have a forecast to plan their activity accordingly in
coordination with the sales team.

4. IMPORTANCE OF STUDY
Companies that implement accurate marketing process realize important benefits such
as:
 As guiding factor:- It enables firm to concentrate its efforts to product the
required quantities at the right times at reasonable time and the right quantity.
 Enhanced cash flow
 Knowing when and how to hire
 In depth knowledge of customers and the products they order.
 The ability to plan for production and capacity
 The ability to identify the pattern or trends of sales
 Ability to determine the expected return on investment
 Help in decision making:- It avoids unnecessary hardship to the firm. It helps
in reducing wastage of men material and machines.
 Helps for management to change:- The various activities i.e. production,
marketing, planning Personal policies etc. can be prepared from it.
The combination of these benefits may result in:
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  Increased revenue
 Increased customer retention
 Decreased costs
 Increased efficiency

5. LIMITATION

For conducting the study researcher faced difficulties and these difficulties may be treated as
obstacles/limitation of the study.

 If the study is done incorrectly, then business will either waste capital for
Buying surplus stock, or the business will lose customers.
 Marketing is very wide concept and it is very difficult to consider all the componants of
market.
 In addition, the market is constantly changing, and some change is harder hitting than
others. For example, a recession can cause the demand for luxury cruise to drop.

6. REASEARCH METHODOLOGY
Researcher can use both primary and secondary data to conduct the study.
Primary data:
It refers to the data collected from primary sources i.e. the data collection by the
investigator. It also called as an original data. A researcher can use method for collection
of data. For that he has to make standard format of questionnaire.
Secondary Data:
Secondary data on the other hand is based on second hand information. The data
which have already organization been collected, compiled and earlier by agency made be
used for the purpose of investigation.

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 CHAPTER-2
COMPANY PROFILE

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 ORGANIZATION PROFILE

2.1) Introduction to Organization:-

Name of Owner : Mr. Irshad Sayyed

Year of Establishment : 1962

Nature of Business : Manufacturer, Supplier & Service Provider

Number of Employees : 25

Market Covered : India

2.2)History of Organization:
Irshad industries Pvt. Ltd. Has been catering to the requirements of diverse industrial sector
from the time of inception in the year 1962 under the supervision and headship of its owner. Mr.
Irshad Sayyed the company has carved a strong position for itself in the industrial equipment
manufacturing market. The faith clients have placed on us is a testimony of the company’s
success for more than four decades located in Solapur, Maharashtra. The company is
acknowledged as a trustworthy and progressive industrial products Manufacturer and supplier.

Infrastructure The Company state of the art infrastructure. Which is equipped with all
the modem facilities? The manufacturing units spread over an area of 1, 00,000Sq.Ft.Has
equipment like CNC & NCC machinery. Plasma cutting Machinery.3D & 2D modeling redial

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drill machine, Welding machine, organ welding, Twig welding, Flywheel Press. Lath machine
and Shearing machine required for the production process. The design of the product is made in
Auto cad & whereas the manufacturing in carried using latest software.

Team
We are assisted by a team of accomplished technicians who form the backbone of the company.
The immeasurable efforts of the professionals have made of us capable of carving a niche among
the manufacturers of Industrial products in the national market.

Quality Policy
Manufacturing superior quality has been a hallmark of the company ever since its inception. We
offer an array of products like Air Cooling Unit, Electrical Control Panel and stainless steel
Products, with a guarantee of the best quality and high performance. The products are tested on
diverse parameters before they are supplied in the market.

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Product of Irshad Ltd

4 Door Fridge:-

Our company is instrumental in bringing forth a qualitative range of Deep Fridge. These are
made under strict Observation of our experts in order to maintain its compliance with the global
standards. Our 4 Door Fridge is widely used and highly applauded amidst the buyers for reliable
functioning and higher operational life. Buyers can avail different specifications of this Door
Fridge at affordable rates.

Air Cooling Ducting:-

Service in various commercial establishments. Our company has successfully carved a niche in
designing, These Ducts by using certified raw materials as specified by the client along with
modern tools. Our panel of Experienced research and development team enables us to come up
with Air Cooling Ducts that are elegant, involve low Energy consumption and easy to operate.
Clients can avail our Air Cooling Ducting Services at market leadingrates.

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Air Cooling System:-

Our company is chiefly engaged in fabricating Air Cooling System to meet the diverse cooling
requirements of theIndustries. Our Air Cooling System is built using high-quality raw materials
in congruence with latest technology under Strict guidance of our engineers. This system is easy
to install along with low maintenance cost. We can provide Customized Air Cooling Systems at
market-leading rates.

Food Service Counter:-

We are the most sought after Manufacturer and Supplier of top-quality gamut of Food Service
Counter. Our Food Service Counter is designed under strict guidance of qualified engineers
using superior quality material. This range is Appreciated for its spacious feature that can store
various items at a time. We offer customized packaging of this Food Service Counter in at
market-leading rates.

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Hotel Kitchen Exhaust Ducting:-

We are eminent Service Providers of Commercial Kitchen Ducting in India. Commercial

Kitchen Ducting helps to flush Out hot, stale and contaminated air and maintain entry of fresh air
setup continuously. The Exhaust Ducting is useful in Hotels and kitchen for extracting air from
particular location. We provide superior quality Hotel Kitchen.

Stainless Steel Juice Counter:-

Stainless Steel Juice Countermanufactured at our unit finds varied usage in juice shops,
restaurants, etc. We bring to You Stainless Steel Juice Counter supplied in varying dimensions.
The Stainless Steel Juice Counter is highly durable, Cost-effective and has earned high praise
from the esteemed clients.

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Water Cooler:-

Our company is chiefly engaged in bringing forth wide range of Water Coolers successfully to
meet the water-cooling Requirements at different establishments. These Water Coolers find
extensive application in restaurants, schools and other commercial places. Further the use of
modern technologies in its fabrication provides in them effective Functionality and longer
service life. We ensure timely delivery of our orders.

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 CHAPTER-3
THEROTICAL BACKGROUND

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LITRATURE ON MARKETING MIX

THEROTICAL ASPECT OF MARKETING MIX

Introduction:-

Marketing plays a vital role in the business organization. As marketing starts with human needs
and wants the job of business is to goods services to the consumer. It is in this context: the
activities of marketing came in existence.

According to American marketing association “Marketing Management is the process of

planning & services to create exchange that satisfy individual and organizational goals”.

Marketing mix is an optimum combination of efforts in different functional areas like marketing
called components like marketing research, product, price, distribution and communication
including selling in such a manner that marketing objective and target are achieved with
maximum efficiency and minimum cost.

There are literally four factor classifications the 4 P’s.

PRODUCT

PRICE

PLACE

PROMOTION

MARKETING MIX

1. It is mixture of four controllable variable that a firm adopts to elicit the desired response
from its present as well a potential customer needs as well as organization objective.

PRODUCT MIX: PRICE MIX:

1. Brand 1. 1.Pricing strategy

2. Style 2. Pricing policy
3. Color 3. Basic price
4. Design 4. Discount
5. Product Line 5. Allowance
6. Package 6. Terms of Credits
7. Warrantee
8. Services
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PROMOTION MIX PLACE MIX

1. Personal selling DISTRIBUTION

2. Advertising CHANNELS
3. Publicity
4. Sales Promotion 1. Wholesaler
2. Mercantile agents

PHYSICAL
DISTRIBUTION

1. Transport.
2. Cold Storage

PRODUCT MIX

Product is thing it has processing utility. It has four components.

 Product range
 Brand
 Service after sale
 Package
 IRSHAD INDUSTRIES have different range of product & services. They provide
different kinds of coolers.
Other processing product packed in different color & Shape.

The product management involves product mix in consolation with marketing manager.

PRODUCT MIX

Price is the placed upon the product by the offer. It has to over pricing discount, allowance and
terms credit. It deals with price completion.

The pricing product is different according to demand.

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  G
 G
 G
 G
 G


PLACE MIX

Distribution is the delivery of the product and right to consume it. Its include channels of
distribution, transportation, warehousing and inventory control. The cooler is also fit at the home
of consumer.

PROMOTION MIX

Promotion is the persuasive communication about product by the offer to the prospective.

It covers advertising, personal selling, selling, sales promotion, publicity, public relation and
exhibition. Largely it deals with non-price competition.

PRODUCT LIFE CYCLE CONCEPT:

The product life cycle derives from the fact that product’s sales, volumes and sales revenue
follows pattern of our phase cycle. The life cycle is a fast existence for every product. It is
similar to the human life cycle.

Typically, there are four phases in the product life cycle if any product they are,

1. Introduction
2. Growth
3. Maturity
4. Declines

INTRRODUCTION:-

In the early stage when the product is introduced in the market, sales revenue being to grow but
the rate of growth is very low. Profit may not there as we have low sales volumes, large
production and distribution costs. We may require heavy advertising and sales promotion.

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GROWTH STAGE:-

It is the period during which the product is an accepted by customer and the trade. During the
growth stage, the rate of increase of sales turnover is very rapid profit also increased at the very
high rate. In this effective distribution and advertising are considered as key factors.

MATURITY:-

During this keens competition brings pressure on price. Increasing marketing expenditure and
falling price will reduce profit. Additional expenditure is involved in product modification and
declining profits are the features in this stages.

DECLINE STAGE:-

Diffusion is the consumer adParticulars process developed by E.M. Rogers. Diffusion process
look at what is happening in the market like buyers behavior.

AdParticulars process covers the steps that a consumer usually goes through in determining the
feasibility of buying new product.

1. Awareness
2. Interest
3. Evaluation
4. Trail
5. AdParticulars

BRANDING:-

Branding is a major issue in product strategy. Marketer say’s ‘brand is the principal and
cornerstone of marketing’.

Company brand is “IRSHAD”.

PACKAGING:-

Many physical products going to the market have to packaged and labeled. Packaged can play a
major or minor role.

In the company well designed packaging has use. It is automatic machine of various weight.

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PRICE:

Price =bundle of expectation

The company decide the through the calculate expenses, margin of profit market condition of the
completion.

Place Distribution:

The company distributes the shows city means in the major city only. They arrange the artistic
and their tools according to place requirement.

PROMOTION MIX

A. Personal selling
B. Advertising
C. Sales Promotion
D. Public Relation
E. Publicity
F. Pamphlets
G. Posters(Big boards)

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 CHAPTER NO.4
DATA ANALYSIS AND INTERPRETATION

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 Respondent's qualification
8%
20%
20%
Table no.1

28% The Table showing

24% qualification details of
Respondents
Below SSC SSC HSC
Particulars Graduate Respondent
Post graduate Percentage

Below SSC 4 8%
SSC 10 20%
HSC 12 24%
Graduate 14 28%
Post graduate 10 20%

TOTAL 50 100%

Interpretation

The above graph shows the qualification of the respondents. Out of total respondents 20 percent
of the respondents are post graduates, 28 percent are graduates, 24% are HSC passed out, 20
percent are SSC passed out and 8 percent are below SSC passed out.

From the above table it shows that majority of customers are post graduates.

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 wide range of products/services

32%

Table no.2

The Table showing

68% weather Irshad
industry’s sales a
wide range of product
and services
Yes No
Particular Respondent Percentage

Yes 34 68%
No 16 32%
Total 50 100%

Interpretation

From the above graph and table it is clear that the 68% of respondents are of opinion that Irshad
industry sells a wide range of products whether the remaining 32% respondents are opinion that
irshad industry doesn’t sells the wide range of product.

From the above table it shows that majority of customers are opinion that irshad industry
selles a wide range of product.

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 Fair price of products

44%

56%

Table no.3

The Table
showing Fair
agree Disagree price of the
products

Particular Respondents Percentage

Agree 28 56%

Disagree 22 44%

Total 50 100%

Interpretation

From the above graph and table it is clear that the 56% of respondents are of opinion that irshad
industry charge a fair price of the products whether the remaining 44% respondents are opinion
that irshad industry doesn’t charge a fair price of the product.

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From the
above Respondents
table it
shows that
majority of
customers 36%
are of
opinion
that irshad 64%
industry
charge a
fair price
of
Yes No
products.

Table no.4

The Table showing Level of customer’s service provided by irshad industry

Particulars Respondents Percentage

Yes 32 64%
No 18 36%
Total 50 100%

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Interpretation

From the above graph and table it is clear that the 64% of respondents are of opinion that the
Level of customer’s service provided by irshad industry is good whether the remaining 36%
respondents are opinion that the Level of customer’s service provided by irshad industry is not
good.

From the above table shows majority of customers are opinion that level of customer
service provided by irshad industry is good.

Table no.5

The Table showing Marketing adverts of Irshad industry is Informative .

Particulars Respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%

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 marketing adverts

40%

60%

Yes No

Interpretation

From the above graph and table it is clear that the 60% of respondents are of opinion that the
marketing adverts of irshad industry is informative whether the remaining 40% respondents ae
opinion that marketing adverts of irshad industry is not informative.

From the above table it shows that majority of customers are of the opinion that the
marketing adverts of irshad industry are informative.

Table no.6

The Table showing Advertising techniques used by Irshad industry

Particulars Respondents Percentage

Discounting offer 20 40%

EMI facility 18 36%

Both 12 24%

Total 50 100%

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 ADVERTISING TECHNIQUES

24%

40%

36%

Discounting offer EMI facility Both

Interpretation

From the above graph and table it is clear that the 40% of respondents are of opinion that the
discounting offers encourages the customers to purchase the irshad industry’s products whether
the remaining 36% respondents are opinion that the emi facility encourages the customers to
purchase the irshad industry’s products and remaining 24% respondents opinion are the
discounting offers and emi facility both are encourages the customers to purchase the irshad
industry’s products.

From the above table it shows the majority of customers are of the opinion that they
encourage to buy the products from the advertising technique of discounting offer.

Table no.7

The Table showing Most likely and interested products by customers .

Particulars Respondents Percentage

Personal Cooler 15 30%

Desert Cooler 22 44%

Both 13 26%

Total 50 100%

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 LIKELY PRODUCT

26%
30%

44%

Personal Cooler Desert Cooler Both

Interpretation

From the above graph and table it is clear that the 30% of respondents are of opinion that they
interested to buy personal cooler and the whether 44% respondents are opinion that they
interested to buy desert coolers and remaining 26% respondents opinion are they interested to
buy personal air cooler and desert cooler irshad industry’s products.

From the above table it shows that majority of customers are of opinion that they
interested to buy the desert coolers.

Table no.8

The Table showing are you happy with the product quality of Irshad industry?

Particulars Respondents Percentage

Yes 26 52%

No 24 48%

Total 50 100%

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 QUALITY OF PRODUCT

48%
52%

Yes No

Interpretation

From the above graph and table it is clear that the 52% of respondents are happy with the price
of the product according to the quality of the products whether the remaining 48% respondents
are unhappy with the price of the product according to quality of the product.

From the above table it shows that majority of customers are of opinion that they are
happy with the price of irshad industry’s product according to the quality of the product.

Table no.9

The Table showing biggest competitors of irshad industry?

Particulars Respondents Percentage

Kenstar 25 50%

Bajaj 12 26%

Symphony 13 24%

others 0 0

Total 50 100%

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 COMPETITOR

26%

50%

24%

Kenstar Bajaj Symphony others

Interpretation

From the above graph and table it is clear that the 50% of respondents are of opinion that the
biggest competitor of irshad industry is kenstar whether the remaining 24% respondents are
opinion that the biggest competitor of irshad industry is bajaj and the remaining 26% respondents
opinion that the biggest competitor of irshad industry is symphony.

From the above table majority of customers are of opinion that the biggest competitor of
irshad industry is kenstar.

Table no.10

The Table showing How did customers got to know about the Irshad industry’s product?

Particulars Respondents Percentage

Family/friends 30 60%
Posters 05 30%
Digital marketing 15 10%
others 0 0
Total 50 100%

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 discovery of products

30%

60%
10%

Family/friends Posters Digital marketing others

Interpretation

From the above graph and table it is clear that the 60% of respondents are of opinion that they
first discover the products of irshad industry from friends whether the 10% respondents opinion
that they first discover irshad industry’s products from posters and remaining 30% respondents
opinions are they firstly discover irshad industry’s product from digital marketing.

From the above table it shows that majority of customers are of opinion that they firstly
discover irshad industry’s product from the family/friends.

Table no.11

The Table showing what made customers influenced to choose irshad industry’s products over a
competitor?

Particulars Respondents Percentage

Design 12 23%
Quality 13 25%
Price 22 42%
Durability 5 10%
Total 50 100%

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 influence of product
10%
23%

42%
25%

Design Quality Price Durability

Interpretation

From the above graph and table it is clear that the 23% of respondents are of opinion that the
design of irshad industry’s products made them to choose irshad industry’s products over the
competitors whether 25% respondents are opinion that the quality of irshad industry’s products
made them to choose irshad industry’s products over the competitors and 42% respondents
opinions are the price of irshad industry’s products made them to choose irshad industry’s
products over the competitors and remaining 10% respondents opinion that the durability of
irshad industry’s products made them to choose irshad industry’s products over the competitors.

From the above table shows most of responds opinion that the price of irshad industry’s
products made them to choose irshad industry’s products over the competitors.

Table no.12

The Table showing financial assistance facility provided by Irshad company during purchasing
cooler?

Particulars Respondents Percentage

Yes 35 70%

No 15 30%

Total 50 100%

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 financial facility

30%

70%

Yes No

Interpretation

From the above graph and table it is clear that the 70% of respondents are of opinion that the
financial facility providing during purchasing the cooler whether the remaining 30% respondents
are opinion that no any financial facility provided during purchasing of cooler.

From the above table it shows that the majority of customers are of opinion that the
financial facility is providing during purchasing of cooler.

Table no.13

The Table showing The Price is affordable to common people?

Particulars Respondents Percentage

Yes 38 76%

No 12 24%

Total 50 100%

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 affordability

24%

76%

Yes No

Interpretation

From the above graph and table it is clear that the 76% of respondents are of opinion that the
price of irshad industry is affordable whether the remaining 24% respondents ae opinion that the
price of irshad industry is not affordable.

From the above table it shows that the majority of customers are of opinion that the price
of irshad industry is affordable.

Table no.14

The Table showing how delivery factor influence to buy product to the customers.

Particulars Respondents Percentage

Yes 33 66%

No 17 34%

Total 50 100%

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 delivery factor

34%

66%

Yes No

Interpretation

From the above graph and table it is clear that the 66% of respondents are of opinion that the
delivery factor influence to buy the product whether the remaining 34% respondents opinion are
that delivery factor doesn’t influence to buy a product.

From the above table it shows that the majority of customers are of opinion that the
delivery factor is influence to buy a product.

Table no.15

The Table showing If any other brand of cooler company offers any other services will go for
that brand.

Particulars Respondents Percentage

Yes 20 60%
No 30 40%

Total 50 100%

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 40%

60%

Yes No

Interpretation

From the above graph and table it is clear that the 40% of respondents are of opinion that if any
other brand of coolers offers any other services then they will go with the brand whether the
remaining 60% respondents are opinion that if any other brand of coolers offers any other
services then they will not go with the brand.

From the above table shows that majority of customers are of opinion that if any other
brand of coolers offers any other services then they will not go with their brand.

Table no.16

The Table showing satisfied respondent with new advanced unique feature of remote auto
control.

Particulars Respondents Percentage

Yes 38 76%
No 12 24%
Total 50 100%

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 satisfaction of new features

24%

76%

Yes No

Interpretation

From the above graph and table it is clear that the 76% of respondents are of opinion that they
like if any exchange offer provided by company whether 24% respondents are opinion that they
doesn’t like if any exchange offer provided by company.

From the above table shows that majority of customers are of opinion that if any
exchange service provided by the company.

Table no.17

The Table Showing Wide range of varieties of cooler which influenced to buy the product

Particulars Respondents Percentage

Yes 33 66%
No 17 34%

Total 50 100%

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 wide range of varieties

34%

66%

Yes No

Interpretation

From the above graph and table it is clear that the 66% of respondents are of opinion that the
wide range of varieties of coolers does influence to buy a products whether the remaining 34%
respondents are opinion that the wide range of varieties of coolers doesn’t influence to buy a
products.

From the above table it shows that the majority of customers are of opinion that the wide
range of varieties of coolers does influence to buy a cooler.

Table no.18

The Table showing recommendations by customers for Irshad industry to others.

Particulars Respondents Percentage

Yes 40 80%

No 10 20%

Total 50 100%

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 recommendation
20%

80%

Yes No

Interpretation

From the above graph and table it is clear that the 80% of respondents are of opinion that they
recommended the irshad industry’s products to others whether 20% respondents are opinion that
they doesn’t recommended the irshad industry’s products to others.

From the above table it shows that majority of customers are of opinion that they
recommended the irshad industry’s products to others.

Table no.19

The Table Showing ratings of the respondents by customers based on last experience with us .

Particulars Respondents Percentage

* 0 0
** 0 0
*** 15 30%
**** 35 70%
Total 50 100%

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 ratings

30%

70%

* ** *** ****

Interpretation

From the above graph and table it is clear that the 30% of respondents are of opinion that they
gives the three star rating to irshad industry’s products whether 70% respondents are opinion that
they gives the four star rating to the irshad industry’s products.

From the above table it shows that majority of customers gives four star rating to the
irshad industry’s products.

CHAPTER NO.5
FINDINGS AND SUGGESTIONS

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 Findings
1. It was found that irshad industry sells the wide range of products.
2. It was found that irshad industry charged fair price.
3. It was found that services provided by irshad industry is good.
4. It was found that the marketing adverts of irshad industry are good.
5. It was found that the desert coolers of irshad industry are likely product of customers.
6. It was found that the quality of products is good.
7. It was found that the biggest competitor of irshad industry is kenstar.
8. It was found that the price of the products is influenced to customers to buy a product.
9. It was found that the financial facility is provided to customers.
10. It was found that the price of the products is affordable to the common people.
11. It was found that the customers are satisfied with the new auto remote control

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 Suggestions
1. All service related benefits and terms and condition of warranty should be explained at time
of sale.
2. All service related detailed should be given on printed pamphlets for customer to take home
and read.
3. The companies should work on promotional efforts to increase the awareness of the
consumer.
4. The company should give more attention to all the segments.
5. The company should come up with some attractive schemes to attract more and more
customers.

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 CHAPTER-6
CONCLUSION

Conclusion :-

“A STUDY ON MARKTING MIX OF COOLER INDUSTRIES WITH SPECIAL

REFERENCE TO IRSHAD INDUSTRIES PVT. LTD. SOLAPUR” It has been
concluded that maximum numbers of respondents has considered price factor and durability
fact while purchasing of cooler at Irshad Industries and maximum respondents were
influenced by relatives in their purchasing decision towards IRSHAD INDUSTRIES PVT
LTD.

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Annexure-

Questionnaire
Name:
Age:
Occupation:
Qualification:
2. Do You Think Irshad Industry Sell A Wide Range Of Products/Service?
a. Yes
b. No

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 3. Do You Think That Irshad Industry Charge A Fair Price For Their
Products/Services?
2. Yes
3. No

4. Do You Think The Level Of Customer Service From Irshad Industry Is Good?
a. Yes
b. No

5. Do You Think That Irshad Industry’s Marketing Adverts Are Informative?

5. Yes
6. No

6. What Advertising Techniques That Irshad Industry Use Would Encourage You To
Purchase Products?
a. Discounting Offer
b. Emi Facility
c. Both

7. In Irshad Industry Which Product Would You Interested To Buy?

 Personal Air Cooler
 Desert Air Cooler
 Both

8. According To Quality Of Irshad Industry’s Coolers Are You Happy With Their
Price?
1. Yes
2. No

9. Who Do You Think Is Irshad Industry’s Biggest Competitor?

 Kenstar
 Bajaj
 Symphony
 Any Other_____________________

10. How Did You First Discover Irshad Industry’s Products?

1. Family/Friends
2. Posters
3. Magazines

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 4. Other_________________________

11. What Made You Choose Irshad Industry’s Products Over A Competitor?
a. Design
b. Quality
c. Price
d. Durability

12. Is Any Financial Assistance Facility Providing During Purchasing Cooler?

1. Yes
2. No

13. According To You Whether Price Affordable To Common People?

a. Yes
b. No

14. Does Delivery Factor Influence You To Buy A Product?

1. Yes
2. No

15. If Any Other Brand Of Cooler Offers Or Any Other Services Will You Go For That
Brand?
1. Yes
2. No

16. Would Do You Like If Company Provide Any Exchange Offer?

6. Yes
7. No

17. Are You Satisfied With Our New Advanced Unique Features Of Remote Auto
Control?
 Yes
 No

18. Would You Recommend Irshad Industry’s Products To Others?

6. Yes
 No

19. How Would You Rate Your Last Experience With Us?
 *

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  **
 ***
 ****

20. Do You Have Anything That You Would Change About The Marketing Of Irshad
Industry?
Ans.____________________________________________________________________
________________________________________________________________________
________________________________________________________________________

 Bibliography-

Text Books-
3. Marketing Management. Philip Kotler marketing Management
Millennium Edition, Tenth Edition 2000

 Research Methodology. C. R. Kothari New Age Publication-New Delhi

(2nd Edition-2005)

Websites-

 http://www.irshadindustries.com/

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  https://www.indiamart.com/irshad-industries/aboutus.html

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