Consumer Preference towards Servo Engine Oils in Ghaziabad Dissertation Report Submitted towards Partial fulfillment of Post Graduate

Diploma in Management MM (Approved by AICTE, Govt. of India) Academic Session 2011-2013

Under the Guidance of : Faculty Guide Prof. Sandhya Rai Faculty, IMS Ghaziabad Submitted By: Amit Singh BM-011027

Introduction
The automobile industry today is the most lucrative industry. The Indian lubricant industry is around Rs 17,000 crore in size and is growing at approximately 5 per cent per annum. It is the fifth-largest lubricant market in the world. The top four players Indian Oil Corporation Limited (IOCL), CIL, Bharat Petroleum Corporation Limited (BPCL) and Hindustan Petroleum Corporation Limited (HPCL) control 70 per cent of the market. The rest is shared by both regional and global players. CIL commands approximately 20 per cent market share, which it has gained at the expense of the market leader, Servo of IOCL (which has 49 per cent share). IndianOil is India's flagship national oil company with business interests straddling the entire hydrocarbon value chain from refining, pipeline transportation and marketing of petroleum products to exploration & production of crude oil & gas, marketing of natural gas and petrochemicals. It is the leading Indian corporate in the Fortune 'Global 500' listing, ranked at the 83rd position in the year 2012. With over 34,233-strong workforce, IndianOil has been helping to meet Indias energy demands for over half a century. With a corporate vision to be the Energy of India, IndianOil closed the year 2011-12 with a sales turnover of Rs. 4,09,957 crore ($ 85,550 million) and profits of Rs. 3,955 crore ($ 825 million). The IndianOil Group of companies owns and operates 10 of India's 22 refineries with a combined refining capacity of 65.7 million metric tonnes per annum (MMTPA, .i.e. 1.30 million barrels per day approx.). IndianOil's cross-country network of crude oil and product pipelines spans 10,909 km with a capacity of 75.55 MMTPA of crude oil and petroleum products and 10 MMSCMD of gas. This network is the largest in the country and meets the vital energy needs of the consumers in an efficient, economical and environment-friendly manner It has a portfolio of powerful and much-loved energy brands that includes Indane LPGas, SERVO lubricants, XtraPremium petrol, XtraMile diesel, PROPEL & petrochemicals, etc. Validating the trust of 66.8 million households, Indane has earned the coveted status of 'Superbrand' in the year 2009 Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the Car sales have increased rapidly over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. The behaviour of the customers can be studied by knowing their preferences about the Car in the market and about the possible entrants in the market. This research will help in knowing

what a customer (or a potential customer) thinks when it looks for the change in car engine oil and the parameters that lead him towards satisfaction level with a particular car engine oil .Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the factors of customer preferences. Thus, by measuring the willingness of existing users of a Car engine oil to recommend it to others will help me to know what a consumer most prefer to chalk out the entire Customer Behaviour.

The report shall attempt to answer some of the questions regarding the factors a person takes into considerations while selecting a engine oil of a particular company by conducting a market research. The synopsis will be helpful for the companies in India to find out the possible gaps between the customer expectations and the present market offerings. This way the companies engine oil related to car will be able to find their share in Ghaziabad. It is true fact that if you are satisfied you recommended to others. Word of mouth and customer satisfaction play a very important role in determining market perception about a service centre. A Car is one of the most significant purchases that an Indian consumer makes and this project addresses the most important question that perplexes bike service centres:

What makes Winning Customers Trust and willingness of a product to recommend it to others by him? Major attributes of customer can be summarized as: Product quality Product packaging and promotions or offerings Keeping performance delivery commitments Price

It will be mainly a primary research and the information will be gathered from both primary and secondary research. The study will analyze the applicability of existing research concepts, theories, and tools for evaluating consumer satisfaction.

Literature Review
A project report is prepared over the topic To Study the various factors affecting the buying behavior of Servo lubricants done in Kolkata Objective of the Study : To understand the lube market To carry out comparative analysis of all major brands of lube industry As far as the research methodology is concerned its specifications are Research Design Exploratory Research and Descriptive research Sampling Design Sample Unit- Auto rickshaw users Sample Size- 150 Sampling Technique- Simple Random Sampling Sampling Area- Kolkata Data Collection Sources:- Secondary Source Tools: Questionnaire Basis Data Analysis:- Data analysis has been done using excel tools by using frequencies and using pie charts Findings of the Report While doing this project we find that auto rickshaw drivers are satisfied with servo engine oils but they are not satisfied that Servo is providing superior quality of product due to fierce competition in the market in pricing and sales promotion schemes so many rickshaw drivers is not satisfied that it provides best value of money . On the other hand, we find that there are certain steps are taken for packaging of all product range. In case of image of Servo Company there are mixed opinion of mechanic but according to major portion of surveyed mechanic they are still strongly disagree over

that Servo is leader in engine Oil segment due to its pricing strategy problem in distribution network and vouchers reimbursement of coupons and vouchers due to

Research Methodology
Research Design Exploratory Research and Descriptive Research Sampling Design Sample Unit- Car users Sample Size- 100 Sampling Technique- Simple Random Sampling Sampling Area- Ghaziabad Data Collection Sources:- Primary Source and Secondary Sources Tools: Questionnaire Basis Data Analysis Statistical Tool :Frequencies Correlation Factor Analysis Regression

Objectives of Project
To know the factors affecting consumers in selecting engine oils available in four wheel segment in Ghaziabad. To know the opinion of Consumer over using a particular engine oil over other competition