Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Date of Award
Dr. Kamran Mumtaz
Committee Member 1
Dr. Kamran Mumtaz, Institute of Business Administration, Karachi, Pakistan
Energy policy, Marketing
Abstract / Summary
Air curtains are the devices that prevent the contaminants like dust and insects from entering the buildings. The first chapter of this report discusses in depth how 40% of energy is consumers in residential and commercial buildings and out of this energy, about 70% is consumed in heating and cooling the buildings. Most of the energy wastage is done due to air leakage and this leakage is usually prevented by the installation of air curtains. This chapter further discusses how the air emitted by the air curtain creates a barrier for outside air that prevents it from entering the interior of the building; the working of air curtain is based on the formula F=MV2. Motor, blower, air chambers and nozzle are some of the major components of air curtains and the height of installation of air curtain, width of air curtain, location of building, number of doors, velocity of air throw, air flow, pressure difference and discharge temperature are some of the considerations that are taken into account while designing an air curtain.
The second chapter discusses the objectives of this project, translates objectives into deliverables and then throws light on the methodology implemented to achieve those deliverables. The third chapter discusses the industry overview for air curtains. This industry overview includes the global demand projections, demand drivers for air curtains, geographical distribution and major industrial players. It also discusses the regulatory measures and business landscape for doing business in India and Pakistan. In addition to this, it discusses the SWOT analysis for Pakistani industry, PESTLE analysis for Pakistani industry and PESTLE analysis for Thailand.
The fourth chapter discusses the impact of air curtains including how it cuts down the electrical expenses by citing an experiment from Wang, how it preserves environment and how it improves the environment in retail outlets, thus encouraging shoppers to increase spend volumes. The report shares an experiment that compares how open doors and closed doors impact the shopping behavior of customers. The fifth chapter is based on literature review of the factors that affect consumer buying behavior. It discusses themes like brand awareness, brand image including brand attributes, benefits from brands and attitudes towards brands, pricing, ethnocentrism, product quality including product design, product functionality and customer satisfaction, product aesthetics, product durability, reliability, social impact of green products, and need assessments for SMEs.
The sixth chapter discusses the research findings from the interviews conducted for retailers of air curtains. These shopkeepers were shortlisted based on cluster sampling technique and then further shortlisting was done based on convenience sampling approach. This chapter discusses the competitors, pricing structure followed by these competitors, product attributed offered by these competitors and the client base of these companies. The seventh chapter discusses the research findings from Primary research. This chapter shares the research findings from the census of 266 retail outlets and discusses the market share of the predominant players, the most dominant SKUs found in Karachi and the current operational status of air curtains.
The eighth chapter discusses the pricing structure and the results from Break-even analysis. The ninth chapter highlight the thematic analysis based on in-depth interviews of twenty clients, four competitors and two contractors. The tenth chapter discusses different forecasting methods for demand forecasting including moving averages method, exponential methods, and Holt-Winter’s method. The eleventh chapter lists down some of the retail strategies and digital marketing strategies for spreading the word across to the customers.
Khan, A. A., Shahzor, K. A., Ahmed, M., Varzgani, S., & Antiq, S. M. (2019). Market feasibility for air curtains (Unpublished research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects/2
Available for download on Wednesday, December 31, 2025
The full text of this document is only accessible to authorized users, but a short version can be found as an additional file below.