DECLARATION

To understand consumer preference and methods to enhance the market perception of IOCL retail outlet I declare (a)That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged (b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Virat Gaurav Date---------------(A0102212203) MBA - M&S Class of 2013

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CERTIFICATE

I Dr. Ritesh Diwedi hereby certify that Virat Gaurav student of Masters of Business Administration - M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on To understand consumer reference and methods to enhance the market perception of IOCL retail outlets, under my guidance.

Dr. Ritesh Diwedi Assistant Professor, Department of Rural Management

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ACKNOWLEDGEMENT

I am neither a research expert nor a trend spotter. I am a Management student with foundation of Management principles and theories, who is curious about various sectors and its latest happenings. Definitely I cant ignore the technology, with internet as the backbone and those search engines which helped me in building this project report. To begin with I am obliged to my Industry mentor Mr. Asim Tiwari (Chief Manager-Retail Sales) who allotted me with this interesting topic and without whose guidance and supervision and constructive criticism this report would not have been completed. I would also like to thank all the managers and owners of fuel outlets along with all the visiting consumers for providing me with all the necessary details and useful information. I also express my gratitude to my project guide Dr Ritesh Diwedi and all other faculty members of Amity Business School, Noida who have been instrumental in making this report useful one. Lastly, I would like to thanks to the Almighty and my parents for their moral and financial support and my colleagues with whom I shared my day to day experiences and received lots of suggestions that improved my work quality.

TABLE OF CONTENTS
Chapter 1: Introduction
1.1) Introduction 1.2) Corporate Overview
1.2.1)Reach and Network 1.2.2) Group Companies 1.2.4) Business 1.2.5) Corporate Social Responsibilities 1.2.6) PEST analysis 1.2.7) SWOT analysis

(1-19)
2 3
3 4 4 13 14 15

1.3)

Observational study of the fuel retail outlets in Noida

1.3.1)Profiles of individual retail outlets

16
16

Chapter 2: Review of the Literature

2.1) Definition 2.2) Different perspective to consumer satisfaction

(20-22)
21 21

Chapter 3: Research Methods And Procedure

3.1) 3.2) Objective of study
3.1.1) Primary objective

(23-26)
24
24

Research Methodology
3.2.1) Research design 3.2.2) Sampling design 3.2.3) Target population 3.2.4) Sample size 3.2.5) Sampling technique 3.2.6) Research question 3.2.7) Data collection procedure 3.2.8) Research instruments

24
24 24 25 25 25 25 25 26

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Chapter 4: Data Analysis and Findings

4.1) 4.2) 4.3) Sample study Interesting facts Factor affecting consumers
4.3.1) Location 4.3.2) Service and quality 4.3.3) Brand 4.3.4) Non-fuel facilities 4.3.5) Others 4.3.6) Consumer opinion on basis of look and quality 4.3.7) Most preferred variant 4.3.8) Preference as per car performance

(28-40)
28 28 29
30 31 31 32 37 38 39 40

4.4)

Findings

40

Chapter 5: Conclusions
5.1) 5.2) 5.3) 5.4) Conclusion Recommendations Significance Limitations

(42-44)
42 42 43 43

Appendix References Annexure A Annexure B

45 46 47 49

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LIST OF FIGURES

Sn.No
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9

Particulars
Car owner on gender basis No of cars owned by respondents Factors effecting selection of fuel station Different non fuel facilities effecting consumer choice Top three non fuel facilities How much a well dressed attendant matter Opinion of consumer in term of look and feel of a retail outlet Consumer preference in different gas and fuel variants Consumer preference as per car performance

Page.No 28 29 30 32 36 37 38 39 40

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LIST OF TABLES

Sn.No
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9

Particulars
No of car owner defined as per gender No of cars owned by respondents Factors effecting selection of fuel station Availability of non fuel facility Top non fuel facilities How much a well dressed attendant matter Opinion of consumer in term of look and feel of a retail outlet Consumer preference in different gas and fuel variants Consumer preference as per car performance

Page.no
28 29 30 33 36 37 38 39 40

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ABSTRACT
Topic - To understand consumer preference and suggest methods to enhance the consumer satisfaction of IOCL retail outlet In the present economy, it is imperative to measure the business position at regular time interval in order to attract new customers and retain the old ones. For this assessment we need the robust methodology of survey. Although the survey does not reveal the absolute position of any objectives, but it provides an inclination towards a good objective. Similarly for IOCL, one of the best oil corporation company in India, whose major portion of the revenue comes from its retail outlets, it was necessary to know the current perception of the consumer towards retail outlets and also the changing future trends in this business so as to stay in touch with the consumer requirements and at the same time fight out the competition posed by the rivals. Through the research it was found out that consumer are attracted to a retail outlet through many facilities. Lot of efforts are needed to be taken to retain the old consumers and make new ones. In the research it was clearly shown that the cut throat competition can only be handled through best services and commitment towards client serving.