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ABSTRACT
This research work is based on a comparative analysis of
consumer’s attitude towards different brands of motor oil lubricant
products. The major objective of this study is to compare the attitude
of consumers towards different brands of motor oil lubricant product. To
identify factors influencing consumer preference of a particular brand
of motor oil lubricant product. To compare consumers attitude towards
different brands of motor oil lubricant product. To find out if price
has any effect on the quality of such product. To determine which of the
brands is more available in the market for the consumers to buy and be
satisfied. Some issues were addressed by the researcher and the
instrument used by the researcher for data collection was mainly
questionnaire. The needed data collected from respondent were tabulated
into frequencies and percentage using table and bar chart. And the two
hypotheses were tested statistically at 0.05 level of significance. The
first hypothesis sought to know if there are any significant differences
in the quality of the various types of motor oil lubricant product;
while the second hypothesis sought to know if there is any significant
relationship between price of the product and its perceived quality. The
work therefore, recommends that the producers of motor oil lubricant
should see marketing research as a strategic investment which will help
them to understand the dynamics in the preference and the consumer
buying behaviour.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
An
oil lubricant has been a canon product in our society today due to uses
of different types of moving objects like motor vehicles.
A
lubricant “some times referred to as lube” is a substance which is often
a liquid introduced between two moving surfaces to reduce the friction
between them improving efficiency and reducing wear. It may also have
the function of dissolving or transporting foreign particles and of
distributing heat. The ability of lubricants to lubricate moving parts
and reduce friction is what is called lubricity.
According to
Chris-C- (2007) one of the single largest applications for lubricants in
the form of motor oil is protecting the internal combustion engines, in
motor vehicles and powered equipment. He went further to state that
typically lubricants contain 90% base oil (most often petroleum
fraction, called mineral oils) and less than 10% additives. Vegetable
oils or synthetic liquids such as hydrogenated polyolefin, ester,
silicon and many others are sometimes used as base oils.
Motor
Oil or engine oil is oil used for lubrication of various internal
combustion engines and the main function is to lubricate moving parts,
motor oil also cleans, inhibits corrosion, improves sealing and cools
the engine by carrying heat away from moving parts.
Now, there
has been increase in competition in the oil lubricate market from
department companies. However, the application of marketing concept can
drive the competition better for any firm irrespective of the numbers of
the competitions in the market.
Stanton (1995:85) observes that
the marketing concept is a philosophy of business which believes that
the consumers’ want and need satisfaction is the economic and social
justification for a firm’s existence.
Therefore, all company
activities must be devoted to finding out what the consumer needs and
wants are, and then satisfying these wants, while still making a profit
in the long run Fulmer (1994:62).
Stanton (1995:86) contented,
that by serving a customer well, we are at the same time wanting the
consumer to satisfy his needs, and the consumer expects value and higher
than the quantity in the products he buys and uses, when a customer
fails to gain value from a product in one place, he will go and search
for it else where.
Stanton (1995:87) observes that marketing
concept is a marketing strategy accepted with the fact that a consumer’s
good judgment cannot be bought but can be freely given in response to
gifts of value from the products. The growth of competition has
stretched this concept to embrace the importance of adoption or repeated
purchases of the product brand and trade mark which determine the
success of other use of that product in the market.
This project
work was carried out in order to determine the consumers’ preference in
oil lubricant products whether Mobil, total, A-Z, A/P, Oando etc.
1.2 STATEMENT OF THE PROBLEMS
Many
firms have introduced motor oil lubricants product in the market. But
despite effort made to promote these lubricants products, some of them
have not been successful. And various promotional tools and efforts used
advertising, participation in trade fair, the use of hand bill
promotion, personal selling. But disappointingly, some of the consumer
complained that the lubricant product was not serving its purpose which
means that some brand of motor oil lubricant product are not performing
well in the market in comparison to others.
Though, it is one
thing to product a product and another to market it. The way customers
react to product “A” may differ from the way they react to product “B”.
These reactions may not be unconnected with the content of the product
like quality, pricing, promotional and distribution strategies employed
by these firms.
However, the purpose of this study is to find
out what makes the difference in preference among the users of motor oil
lubricants products.
1.3 OBJECTIVE OF THE STUDY
The
major aim of this research work is to compare the attitude of consumers
towards different types of motor oil lubricant products.
1) To identify factors influencing consumer preference for a particular brand of motor oil lubricant products.
2) To find out if prices has any influence in the consumer preference of any of the motor lubricant product.
3) To compare consumers attitude towards different brands of motor lubricant product.
4) To determine the degree of acceptance of a particular brand of motor lubricant product in comparison with other brands.
1.4 RESEARCH QUESTIONS
The critical appraisal seeks to give answers to the following questions.
1) What factors determine the consumer acceptance of a particular brand of motor oil lubricant product?
2) Do consumers consider the prices of different brands of oil lubricant product in their buying decision?
3) What is the level of customers’ acceptance of a particular brand of motor oil lubricant product?
4) What is the general consumer attitude towards different brand of motor oil lubricant?
1.5 FORMATION OF RESEARCH HYPOTHESES
In
working to achieve the aim of this study which is guided by the
existing knowledge and observation of the recent business trend during
the time of this investigation, the following hypotheses were tested by
the researcher concerning the consumer attitudes towards different brand
of motor oil lubricant product.
Ho1: There is no significant difference in the quality of the various types of motor oil lubricant products.
Hi1: There are significant differences in the quality of the various types of motor oil lubricant products.
Ho1: There is no significant relationship between price of a product and its perceived quality.
Hi1: There is significant relationship between price of a product and its perceived quality.
1.6 SCOPE OF THE STUDY
This
study covers consumer attitude towards different brands of motor oil
lubricant products. It was carried out in Enugu Urban using different
types of motor oil lubricant products namely
• Mobil motor oil lubricant
• Total motor oil lubricant
• A-Z motor oil lubricant
• A/P motor oil lubricant
• Oando motor oil lubricant
The survey was carried out on KEKE-NAPEP drivers and the Coal City Tax Drivers in Enugu Urban Area.
1.7 SIGNIFICANCE OF THE STUDY
It
cannot be disputed that the significance of this study is for academic
requirements. Specifically this research is of immense benefit to:
•
Motor Oil Lubricant Product Manufacturers: This study is of immense
importance to motor oil lubricant product manufacturers because the
study will reveal to them why their product is not doing well in the
market and they can take remedial action on how to improve their
product.
• Consumers: This study will benefit the consumers
because the researcher will identify the reason why the consumers like a
particular motor oil lubricant product to another. If the producer
knows the reasons, he will take the appropriate steps to improving the
product that can meet the acceptance of the consumer.
•
Government: This study is of immense importance to the government
because they are promoting their countries products. It will help them
to know what should be done to product a better product to meet consumer
need and the international competitors in the market environment.
1.8 LIMITATIONS OF THE STUDY
Like
all human endeavours, the study which has some limitations, associated
with finance, time, and data collection. Since as a student I have
limited finance, which constrained areas of the population.
The
study was solely sponsored by the researcher without any government
assistance as such, money was required for stationary, photocopying,
typing, and cyclostyling of questionnaire and other writing materials
and transportation.
TIME
A study of this nature requires a
lot of time for sourcing of materials for the study. This research work
was carried out along side with academic course work like term papers
writing in partial fulfillments of the relevant courses.
DATA
A
study of this nature requires enormous data on which to draw
generalization upon; the researcher found it difficult in sourcing for
the material required for the study.
To this end therefore, the
researcher is going to limit the data collection have in Enugu State
knowing fully well that any data collected in the Enugu Urban will be a
good representation of Enugu State.
1.9 DEFINITION OF TERMS
For proper understanding of this study some operational terms which were constantly used in this work were detailed.
CONSUMERS
These
are individuals who purchase or have the capacity to purchase different
brand of motor oil lubricant product offered for sale in the market in
order to satisfy personal or household needs, wants or desires.
BRAND
It
is a name, term, sign, symbol, or design, or a combination of these
intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors.
PRODUCT
This
is anything that can be offered to a market for attention, acquisition,
use, or consumption that might satisfy a want or need.
QUALITY
This
is defined in terms of all the attributes desired in a product. The
Attributes include such things as durability availability, fittings,
design and attractiveness. The compositions of these attributes are
classified into high, medium and low quality.
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