RESEARCH DESIGN

A detailed plan of research indicating the methods and procedures to be used for

collecting and analyzing data on a giving subject and reporting results is termed as

“Research Design”

TITLE OF THE PROJECT:

The Title of the Project is “A STUDY ON CONSUMER PERCEPTION

TOWARDS INDIAN OIL IN KARAIKAL”

STATEMENT OF THE PROBLEM:

Consumer and consumer needs are the focus of marketing. To be a successful

manager, it is important to understand the nature and characteristics of consumer.

On average, a customer can be described as one who is in active stage of

development of the organization. The capability exists in income, literacy and

culture and his choice of performance as he is living in an active environment, his

needs will keep getting altered. As India is one of the fastest growing countries, the

automotive market is also expending with full swing. Today we have lots of

companies in the oil market taking this into consideration, a buyer with many oils

in the market would be totally be baffled and confused on which oil to buy to suit

his vehicle. Justice should be made for the consumer. Should be satisfied with what

he buys, the consumer expectation and the values for money should be looked into
based on the fluctuating needs and demands. At present there are many different

companies offering different brands of engine oil suitable for different engine

designs.

MAJOR OBJECTIVE OF THE STUDY:

 To find out the factors, which influence the people to buy engine, oils

 To find out the performance of the engine oils according to their viscosity.

 To find out the performance of the different brands of engine oils.

SCOPE OF THE STUDY:

 The company’s Strengths and weaknesses and areas of development or

 Decline are analyzed. Financial, strategic and operational factors are

considered.

 The report contains critical company information – business structure and

operations, the company history, major products and services, key

competitors, key employees and executive biographies, different locations and

important subsidiaries.

OPTIONAL DEFINITION OF CONCEPTS:

According to “American marketing association.” Marketing as the

performance of business activities that directs the flow of goods and

services from producers to consumer forever”.

ACCORDING TO GREEN AND TULL:

“A research design is the specification of methods and procedures for acquiring the

information needed. It is the overall operational pattern or frame work of the

project that stipulates what information is to be collected from which sources by

what procedures”.

MARKET:
Market consists of all the potential customers sharing particular needs or

wants who might be willing to satisfy their needs or wants.

MARKETING:
It is a social and managerial process by which individuals and groups obtain
what they need and want though creating, offering and exchanging products of
value with other.
CONSUMERS:

It is an individual who purchases of has the capacity to purchase goods and

services offered for sale by marketing institution in order to satisfy personal needs,

wants and desires as consumer of efferent leaves are scattered at different places.

PERCEPTION:

"Perception can be defined as the process of receiving, selecting, organizing,

interpreting, checking and reacting to sensory stimuli or data".

SAMPLING:

The survey Method that was used to collect the Primary data is the Interview

Method. The Respondents were Personally Interviewed by Issuing Questionnaire’s

and the survey was conducted. The sample size was Restricted to 100 samples after

considering the degree of confidence and the degree of error. The sample size is

restricted to Karaikal alone.

CHOOSING OF SAMPLING UNITS

Each sampling unit was selected by the research according to the fact to whether

the respondents would be in position to supply necessary data. The quota to be

followed was also born in mind while selecting sampling units.

TYPES OF RESEARCH PLUS TOOLS FOR DATA COLLECTION:

The data is collected through Issue of Questionnaire’s, which is Primary data in

Nature.
RESEARCH PLAN:

Designing a research plan calls for decision on data sources, research instrument

gambling plan and contact methods.

RESEARCH PLAN

DATA SOURCES SECONDARY DATA, PRIMARY

DATA

RESEARCH APPROACHES OBSERVATION, FOCUS GROUPS

SURVEY
EXPERIMENT

RESEARCH INSTRUMENT QUESTIONNAIRE, MECHNICAL

INSTRUMENT

SAMPLING PLAN SAMPLING UNIT, SAMPLE SIZE,

SAMPLING
PROCEDURE

RESEARCH APPROACH: Survey Method is used to collect the Primary Data

from the Respondents. The survey Method is used here to facilitate understanding

or Enable Prediction of some aspects of perception of the Respondents

PLAN OF ANALYSIS:

Perhaps the most essential task is the analysis of the date. After the data was

collected from various sources, information was tabulated and was summarized in

from of point and graph etc, on the basis of this analyzes, findings were noted and

conclusion were arrived and at studying the conclusion, suggestion are

recommended a suitable plan is made on various function. In this present project,

an attempt has been made to analyze the consumer perception towards servo

engine oils by using the questionnaire method. It was originally a field-oriented

task. After collecting all the information was transferred to a worksheet the data

relating to set of the objectives was then classified and the findings recovered after

which the data was graphically represented. Here some special statistical

techniques are used some of them are mentioned below:

 Sampling statistics

 Chi square analysis

 Analysis of variants

 Correlation

REFERENCE PERIOD:

The reference period of this study was 45 days i.e., one & half month.

LIMITATIONS OF THE STUDY:

The projects deal with “CONSUMER PERCERTIUON TOWARDS SERVO

ENGINE OILS”.

 A study on “consumer perception towards servo engine oils”. Needs large

sample size. A large sample gives more results rather than small, but my sample

size is only 100, which is limitation to my project.

 As we know a good Marketing research takes time but time is again the

limitations of my project.

 Some respondents show unwillingness to fill the questionnaire.

 Some respondents give the biased information in case of close ended questions

and multiple choice

 Due to small area of karaikal and small sample size, the exact data couldn’t be

collected.
 DATA ANALYSIS & INTERPRETATION

PART 1:

TYPE OF VEHICLE:

TABLE:

TYPES OF VEHICLES TEST:

Type of Vehicles No of Respondents Percentage

Cars 78 78

Trucks, Buses 22 22

Total 100 100

Sources: (Primary Data)

ANALYSIS:

Out of the total Sample size taken 78% respondents belong to owner of cars &

22% were Owners of Trucks, Buses.

 GRAPH

TYPES OF VEHICLES

T y p e of Ve hicle

22%

78%

cars T ru cks, Bu se s

INTERPRETATION:

Because the majority of the respondents are car owner the test is valid to find out

the attitude and perception of those car owners towards engine oil. That means to

say that the study confirms only to engine oil used by the car owners.
 TABLE

VEHICLE BRAND TEST:

Brand of Vehicles No of Respondents Percentage

Maruti 20 20

Hyundai 22 22

Tata Cars 16 16

Toyota 10 10

Ashok Leyland 14 14

Tata Trucks 12 12

Others 6 05

Total 100 100%

Sources: (Primary Data)

ANALYSIS:

In the sample, respondents Hyundai is the first position with 22% of contribution

from the total score in the brand test of the cars. 2 nd position goes to Maruti with

20%, 3rd position goes Tata cars with 16%, 4th position goes to Ashok Leyland and

12%,10%, & 05% goes to Tata Trucks, Toyota and others respectively.
 GRAPH

VEHICLE BRAND TEST

No of Respondents

Maruti
Hyundai
Tata Cars
Toyota
Ashok Leyland
Tata Trucks
Others
Total

INTERPRETATION:

All Vehicles (Automobiles) need engine oil to given for maintenance of vehicle by

providing frequently engine oil for the smoothness in running the vehicle. Without

the engine oil the vehicle will not run. Normally engine oils are used for specific

distance mileage covered. After that engine oil has to change. This test is

conducted towards the usage of engine for specific distance.

 TABLE

CHANGES OF OIL:

Kilometers No of Respondents Percentage

2000Kms 10 10

3000Kms 08 08

4000Kms 14 14

5000Kms 20 20

More than 5000Kms 48 48

Total 100 100

Sources: (Primary Data)

ANALYSIS:

More than 5000 KMs is the normal average running of the car per oil

With 48% of the total score. That means to say most of the respondent’s changes

oil after running for 5000 Km’s (20%), 14% changed at 4000 Km’s and 08%

changed at 3000 Km’s.

 GRAPH

CHANGES OF OIL:

Kilometres

50%
40%
30%
20%
10%
0%
2000 3000 4000 5000 More
Kms Kms Kms Kms than
5000
Kms

Percentage

INTERPRETATIONS:

Normally 5000 Km’s is the minimum distance utility per oiling in a vehicle. There

is an optimum efficient utilization. If people are changing oils for lesser distance it

can be inferred that these engines are not performing up to, its expectation and the

brand have outdated engine designs. If more than is distance covered then there is

an unnecessary strain on the engine.

 TABLE

PURCHASE POINT:

Purchase point No of Respondents Percentage

Automobile Outlet 26 26

Petrol pumps 52 52

Lube outlet 22 22

Total 100 100

Sources: (Primary Data)

ANALYSIS:

The point of purchase of engine oil mostly takes place at Petrol Pumps 52% and

followed by to some 26% of them purchase at Automobile outlet and lesser extent

22% in the exclusive Lube outlet.

 GRAPH 4.4

PURCHASE POINT:

No of Respondents

Automobile Outlet
Petrol pumps
Lube outlet
Total

INTERPRETATIONS: It is obvious that oil is changed at mostly Petrol pumps

mainly because of the reason that it offers convenience to fill petrol. Hence,

strategically the oils should be distributed through Petrol Pumps.

 TABLE

THE BUYING INFLUENCE:

Influence No of Respondents Percentage

Self 70 70

Driver 16 16

Garage Mechanic 14 14

Total 100 100

Sources: (Primary Data)

ANALYSIS:

While influencing the Buying of engine oils in cars most of the decisions are

taken by the car owners themselves 70%, car driver is also influence in selection of

the oil to 16%and around 14% influence by garage mechanic.

 GRAPH

THE BUYING INFLUENCE:

Influence

Garage
mechanic

Driver

Self

0% 10% 20% 30% 40% 50% 60% 70% 80%

Percentage

INTERPRETATIONS:

Most of the Car owners are aware about oiling their Cars. There may be influenced

that while they buy a car they have sufficient knowledge in smooth running of the

car. This appears the car owners have. Hence the oil manufacture should target

their communication message to the car owners directly.

 TABLE

SERVICE OF VEHICLES FOR OIL CHANGE

Point of purchase No of Respondents Percentage

Private S.S 10 10

Authorized S.S 48 48

Petrol Pumps 42 42

Total 100 100

Sources: (Primary Data)

ANALYSIS:

Preference is for the service centre for changing oil. Most of them prefer going to

Authorized Service Station at 48%, closely followed by petrol pumps with 42%

and little preference to Private Service Station with 10%.

 GRAPH

SERVICE OF VEHICLES FOR OIL CHANGE

Point
of
Servic
e 10
%

42
%

48%

Priv Autho Petro

ate rized l

INTERPRETATIONS:

Most of the car owners would not like to take chance while changing the engine

oils. Hence, they go Authorized Service Station or to Petrol pumps. There is a

relationship to the smooth running of the vehicles. It is commonly believed that

Authorized Service Station provides a perfect service in oil changes and in the

Petrol pumps they belief that better service is a matter of faith as he is visiting the

Petrol pumps.
 TABLE

USE OF DIFFERENT BRANDS OF ENGINE OILS:

Brands Used No of Respondents Percentage

Servo IOC 19 38

H.P 10 10

I.B.P 14 14

Castrol 30 30

Other Brands 08 08

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In the different engine oil brand Servo IOC enjoy the maximum brand share that is

38% in the study. Followed by Castrol and the third position is enjoyed by I B P

with 14%.
 GRAPH

USE OF DIFFERENT BRANDS OF ENGINE OILS:

Brands Used

Others Brands

Servo I O C
Castrol

I.B.P H.P

Servo I O C H.P
I.B.P Castrol
Others Brands

INTERPRETATIONS:

Servo I O C is a way ahead brand leader and enjoys’ the highest Market share.

This is corroborated even in the secondary data. They do not have immediate

challenges as per study they have only followers in the market share.
 TABLE

THE BRAND LOYALTY TEST:

Period No of Respondents Percentage

6 Months 18 18

1 Year 20 20

2 Years 28 28

More than 2 Years 34 34

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In the brand loyalty test 34% of the respondents used same brand for the more than

2 years, 28% use the same brand in between 1 and 2 years and 20% of the users

are using for lesser than 1 year and followed by 18% of the user using 6 months.
 GRAPH

THE BRAND LOYALTY TEST:

Period

35%
30%
25%
20%
15%
10%
5%
0%
6 Months One Year Two Years More than
2 Years

Percentage

INTERPRETATIONS:

There is high degree of brand loyalty towards the engine oil that is lesser than and

that is why Servo I O C is the brand leader. That means it is able to satisfy to the

customers need.
 TABLE

ATTRIBUTE TEST:

Attribute No of Respondents Percentage

Price 20 20

Good Quality 48 48

Easy Availability 32 32

Total 100 100

Sources: (Primary Data)

ANALYSIS:

The most important attribute for engine oil is the good quality 48%, followed by

easy availability to customers 32% and finally the price with 20%.
 GRAPH

ATTRIBUTE TEST:

Attribute

Price
Easy
Availability

Good Quality

P rice Good Q uality E asy Availability

INTERPRETATIONS:

The engine oil is the requirement for the car owner for smooth running of the

vehicle. Vehicle owner will be moving too often in different places and there may

be a need for the engine oil wherever they go, it also means that the brands of

engine oil, which is made available in various places, will have more sales. It

appears that Servo IOC has adopted this distribution strategy and hence they are

successful.
 TABLE

PROMOTIONAL TEST:

Promotion No of Respondents Percentage

Advertisement 20 20

Word of mouth 10 10

News paper 38 38

Bill Boards 32 32

Total 100 100

Sources: (Primary Data)

ANALYSIS:

While creating promotional strategy of engine oils the most important promotional

material is the Lube awareness campaign held in petrol pumps 38%, Bill boards in

petrol pumps, mainly at some intersection in the 2nd position 32%, 3rd is enjoyed by

advertisement 20% and remaining 10% in marketing company messages.

 GRAPH

PROMOTIONAL TEST:

No of Respondents

Advertisement
Word of mouth
News paper
Bill Boards
Total

INTERPRETATION:

While creating promotional strategy of engine oils the most important promotional

material is the Lube awareness campaign held in petrol pumps 38%, Bill boards in

petrol pumps, mainly at some intersection in the 2nd position 32%, 3rd is enjoyed by

advertisement 20% and remaining 10% in marketing company messages.

 TABLE

AWARENESS OF IOC LUBE:

Awareness No of Respondents Percentage

Yes 82 82

No 18 18

Total 100 100

Sources: (Primary Data)

ANALYSIS:

82% of the respondents are aware about Servo Engine oils. Only 18% of the test

respondents are aware of Servo lubricant.

 GRAPH

AWARENESS OF IOC LUBE:

Awareness

Yes No

INTERPRETATIONS:

INDIAN OIL is one the oldest company which introduced engine oil for all types

of automobile. Hence the awareness about their oil is very high among the users

suggested.
DATA ANALYSIS AND INTERPRETATION BASED

CUSTOMER RATING:

In this analysis shows the consumers ( cars, bus, trucks ) opinion about

the Indian oil corporation’s activities ( 100 samples ).

s.no Questions H.S S N D.S H.D.S

Customer preference about petrol and diesel

Customer preference about air checking

Customer preference about display water and

waste pockets

Customer expectation about pump boy activity

Customer expectation about petrol and diesel

price information

Customer expectation about petrol and diesel

billing

Customer expectation about news paper and glass

cleaning

Customer preference about quality of service

Customer satisfaction about petrol bunk

environment

Customer satisfaction about toilet facilities

Customer satisfaction about transaction facilities

about debit or credit card
PART 2:

TABLE

TYPES OF VEHICLE:

Type of Vehicle No of Respondents Percentage

Motor Bike 58 58

Scooters 32 32

Moped 10 10

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In this type of vehicle the sample is collected from respondents. Out of that, 58%

are Motor Bike, 32% are Scooters and 10% are moped.
 GRAPH 4.12

TYPES OF VEHICLE:

Type of Vehicle

10%

32%
58%

Motor Bike Scooters Moped

INTERPRETATIONS:

Since the distribution of respondents in two wheeler4s segment has Motorbikes,

Scooters and moped there by requirements for 2T engine oil will be there.
 TABLE

TYPE OF OIL IN DIFFERENT SIZES:

Type No of respondents Percentage

Loose 58 58

Pouches 30 30

Sealed Tins 12 12

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In this, oil preference in the two wheelers 58% of the two wheelers owners

preferred loose oil. 30% Pouches and 12% sealed tins.

 GRAPH

TYPE OF OIL IN DIFFERENT SIZES:

Type of Oil

12%

30% 58%

Loose Pouches Sealed Tins

INTERPRETATIONS:

In most of the vehicles the design of the vehicle is built up where by petrol is

consumed along with the oil hence the preference for loose oil is more as this oil

will be poured into the tank along with petrol. Some vehicles have sealed can oil.
 TABLE

BRANDS OF 2T OILS:

Brands No of Respondents Percentage

Servo 38 38

Castrol 32 32

B.P.C 10 10

H.P.C 20 20

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In the different 2T oil brand Servo is the leader with maximum share market that is

38% in market closely followed Castrol by 32%, 10% and 20%is B.P.C and I.B.P.
 GRAPH

BRANDS OF 2T OILS:

Brands

HPC

Servo

BPC

Castrol

Servo Castrol B P C HPC

INTERPRETATIONS:

Servo is ahead brand leader and enjoys’ the highest market share this is

corroborated even in the secondary data. They do not have immediate challenges

as per study they have only followers in the market share.

 TABLE

THE BRAND LOYALTY TEST:

Period No of Respondents Percentage

6 Months 18 18

1 Year 20 20

2 Years 28 28

More than 2 Years 32 34

Total 100 100

Sources: (Primary Data)

ANALYSIS:

In the brand loyalty test 34% of the respondents used same brand for the more

than 2 years, 28% use the same brand in between 1 and 2 years and 20% of the

users are using for lesser than 1 year and followed by 18% of the user using 6

months.
 GRAPH

THE BRAND LOYALTY TEST:

PERIOD

4
0
3
%
5
3
%
0
2
%
5
2
%
0
1
%
5
1
%
0
5
%
%
0
% 6 Months One Two More
year Year Than
s 2years

Percentage

INTERPRETATIONS:

There is high degree of brand loyalty towards the engine oil that is lesser than and

that is why Servo is the brand leader. That means it is able to satisfy to the

customers need.
 TABLE

ATTRIBUTE TEST:

Attribute No of Respondents Percentage

Price 20 20

Good Quality 48 48

Easy Availability 32 32

Total 100 100

Sources: (Primary Data)

ANALYSIS:

The most important attribute for engine oil is the good quality 48%, followed by

easy availability to customers 32% and finally the price with 20%.
 GRAPH

ATTRIBUTE

Chart Title
100

80
Axis Title

60

40 No of Respondents
Percentage
20

0
1 2 3 4
Axis Title

INTERPRETATIONS:

The engine oil is the requirement for the two wheeler owner for smooth running of

the vehicle. Vehicle owner will be moving too often in different places and there

may be a need for the 2T oil wherever they go, it also means that the brands of 2T

oil which is made available in various places will have more sales. It appears that

Servo IOC has adopted this distribution strategy and hence they are successful.
 TABLE

VARIOUS WAYS OF PROMOTIONAL TEST:

Promotion No of Respondents Percentage

Advertisement 10 20

Marketing 05 10

Lube Awareness 19 38

Bill Boards 16 32

Total 50 100

Sources: (Primary Data)

ANALYSIS:

While creating promotional strategy of 2T oils the most important promotional

material is the Lube awareness campaign held in petrol pumps 38%, Bill boards in

petrol pumps in the 2nd position 32%, 3rd is enjoyed by advertisement 20% and

remaining 10% in marketing company messages.

 GRAPH

VARIOUS WAYS OF PROMOTIONAL TEST:

No of Respondents

Advertisement
Marketing
Lube Awareness
Bill Boards
Total

INTERPRETATION:

While creating promotional strategy of 2T oils the most important promotional

material is the Lube awareness campaign held in petrol pumps 38%, Bill boards in

petrol pumps in the 2nd position 32%, 3rd is enjoyed by advertisement 20% and

remaining 10% in marketing company messages.

 TABLE

PURCHASE POINT:

Purchase point No of Respondents Percentage

Automobile Outlet 26 26

Petrol pumps 52 52

Lube outlet 22 22

Total 100 100

Sources: (Primary Data)

ANALYSIS:

The point of purchase of 2T oil mostly takes place at Petrol Pumps 52% and

followed by to some 26% of them purchase at Automobile outlet and lesser extent

22% in the exclusive Lube outlet.

 GRAPH

PURCHASE POINT:

Purchase Point

Lube
Lube Outlet
Outlet, 48%

Petrol
Petrol Pumps ,Pumps
32%

Automobile Automobile
Outlet Outlet, 20%

Percentage

INTERPRETATIONS:
It is obvious that oil is changed at mostly at Petrol pumps mainly because of the

reason that it offers convenience to fill petrol. Hence, strategically the oils should

be distributed through Petrol Pumps.

TABLE

AWARENESS OF IOC LUBE:

Awareness No of Respondents Percentage

Yes 82 82

No 18 18

Total 100 100

Sources: (Primary Data)

ANALYSIS:

82% of the respondents are aware about Servo 2T oils. Only 18% of the test

respondents are aware of Servo lubricant.

 GRAPH

AWARENESS OF IOC LUBE:

Awareness

Yes No
INTERPRETATIONS:

INDIAN OIL is one the oldest company which introduced 2T oil for all types of

automobile. Hence the awareness about their oil is very high among the users

suggested.