A COMPARATIVE ANALYSIS OF CONSUMER ATTITUDE TOWARDS DIFFERENT BRANDS OF MOTOR OIL LUBRICANT PRODUCTS IN ENUGU URBAN
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A COMPARATIVE ANALYSIS
OF CONSUMER ATTITUDE TOWARDS DIFFERENT BRANDS OF MOTOR OIL LUBRICANT PRODUCTS
IN ENUGU URBAN
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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