A PROJECT REPORT

ON
DEALERS SATISFACTION TOWARDS INDIAN OIL CORPORATION
LIMITED WITH REFERENCE TO GUWAHATI

A Report submitted in partial fulfillment of the requirement for the Degree of

Masters of Business Administration (MBA), in NERIM Group Of Institutions
under Dibrugarh University & Approved by AICTE.

Submitted by:
DEEPAKSHI MEDHI
MBA 3rd Semester
Roll No.: 32/13

UNDER THE GUIDANCE OF

Organisational Guide :
Mr. A.S. Chowdhury
Chief Terminal Manager
IOCL,Betkuchi(TOP)
Guwahati

Institutional Guide :
Mr Sumeet Gupta
Asst. Professor,
Dept .of Business
Administration
NERIM,Guwahati

NERIM GROUP OF INSTITUTIONS

Padma Nath Sarmah Bhawan
Joyanagar, Khanapara, Guwahati-781022
(2014)

DECLARATION
I, Deepakshi Medhi, hereby declare that this project entitled Dealers Satisfaction towards
Indian Oil Corporation Limited with reference to Guwahati. was prepared by me during
the year 2014 and was submitted in partial fulfillment of the requirements for the award of
degree in Master in Business Administration (MBA) of Dibrugarh University.
This report has not been submitted earlier for the award of any other degree/diploma from
Dibrugarh University or any other University.

Date:

Deepakshi Medhi

Place: Guwahati

Roll no: 32/13

(i)

ACKNOWLEDGEMENT

Every project needs the contribution of a lot of people whether directly or

indirectly. During the course of my project a lot of people came to me with their
helping hands. I feel lucky enough to get their support and encouragement. I
would like to express my heartfelt gratitude to all those people.
I convey my heartiest gratefulness to our respected Dean, Professor Dr.
Sangeeta Tripathi and Director, Dr. Zoii Nath Sarmah who gave me the
opportunity to do this project.
I would like to express my gratitude to Indian Oil Corporation Ltd, Digboi,T&D
for granting me permission to undergo my summer training. I would like to
thanks to my organizational guide Mr. A.S. Chowdhury, Chief Terminal
Manager of Indian Oil Corporation Limited for his valuable contribution and
guidance in the entire process and Mr. Monojit Reang, Operation Officer,IOCL
who provided me with such valuable information about the Indian Oil
Corporation Limited.
I convey sincere thanks to my institutional guide Mr Sumeet Gupta, Assistant
Professor, Department of Business Administration, NERIM Group of
Institutions whose suggestions and guidance motivated me to complete this
project
I would like to thank Dr. B. K. Choudhury, Placement Coordinator, NERIM
Group of Institutions and all the respondents of my study whose valuable time
and support have enabled me to complete this project.

Date :

Deepakshi Medhi

Place : Guwahati

MBA 3rd semester

(ii)

EXECUTIVE SUMMARY

TOPIC : A Study on Dealers Satisfaction towards Indian Oil Corporation Limited with
reference to

Guwahati.

NAME OF THE ORGANISATION : Indian Oil Corporation Limited , Guwahati

NAME OF THE

INSTITUTE : NERIM Group of Institutions, Guwahati

ORGANISATIONAL GUIDE : Mr A.S. Chowdhury, Chief Terminal

Manager, IOCL
INSTITUTIONAL GUIDE : Mr Sumeet Gupta, Assistant Professor, NERIM
LOCATION OF THE ORGANISATION: Betkuchi, Guwahati
DURATION OF THE STUDY: 1 month ( 14th July 13th August)

OBJECTIVES :
To know the dealers overall satisfaction level towards IOCL.
To find out whether the services provided by the IOCL is satisfactory or not.
To know their satisfaction level regarding product quality.

Research Methodology :
Research Instrument - Questionnaire and Telephonic Interview
Sample Size - 50
Sampling Procedures - Convenience Sampling .
Data Source : Data were collected through Primary and secondary sources.

Primary Data : Data was collected through questionnaire and telephonic

interview.
Secondary Data : Books & Internet.

Scope of the Study : This study is on Dealers satisfaction towards Indian Oil
Corporation limited with reference to Guwahati .This research study is useful for IOCL
to understand the expectations and requirements of dealers and can serve them in a better way
by knowing their overall satisfaction level and also their satisfaction level regarding products
quality.And also to know whether they are satisfied with the services or not.

Major Findings :

10% of the respondents are associated with IOCL for less than 5 years,
38% of the respondents are associated with IOCL for 06-10 years and 52%
of the respondents are associated with IOCL for above 10 years.

29% of the respondents deals with IOCL for the product Petrol, 30% of the
respondents for the product diesel, 1% of the respondents for the product
lubricants and 40% of the respondents deals with IOCL for All of the
above .

4% of the respondents refuel their depot from IOCL for 1 times to 2 times,
22% of the respondents refuel their depot for 2 times to 4 times, again
22% of the respondents refuel their depot for 4 times to 8 times and 52%
of the respondents refuel their depot from IOCL for more than 8 times.

92% of the respondents receive the products on delivery time and 8% of

the respondents do not receive the products on delivery time.

84% of the respondents said that customers have no complain about the
petrol or diesel quality and 8% of the respondents said that customers have
complain about the petrol or diesel quality.

6% of the respondents are neither satisfied nor dissatisfied with the quality
of IOCL products , 66% of the respondents are satisfied with the quality
of the IOCL products and 28% of the respondents are highly satisfied with
the quality of IOCL products.

a)14% of the respondents have registered complaint against IOCL and

86% of the respondents have not registered any complaint against IOCL.
b) 88% of the respondents have registered complaint against quality of the
products and 12% of the respondents have registered complaint against
others.

86% of the respondents said that the problem faced by them was solved
and 14% of the respondents said that the problem faced by them was not
solved.
83% of the respondents problems was solved within 1 week and 17% of
the respondents problems was solved after one month..
IOCL brand image got rank 1, Product quality got rank
2,Companypolicygot rank 3, schemes got rank 4 and delivery of goods on
time got rank 5.

Major Suggestions:

`Delivery of goods on time is one of the biggest problem, so it has to

be improved in order to improve dealers satisfaction level.

Some Dealers are not aware of schemes, so, awareness programme
should be there for it.

The company should take special measures on delivery of goods and the
various schemes.
Complaint handling and of regular analysis of complaints data should be
understood.

LIST OF TABLES

Table
No.
3.1
3.2
3.3
3.4
3.5
3.6

Table name
Number of respondents with respect to years associated with
IOCL
Products of IOCL deal by the respondents
Number of times in a month respondents refuel their depot
from IOCL
Receiving the IOCL products by the respondents
Complain about the petrol or diesel quality from the customer
Satisfaction with the quality of the IOCL products

3.7

a.Registration of any complaint against IOCL by the

respondents
b. Complaint which are registered against IOCL by the
respondents

3.8

Statement of the respondents whether the problem faced by

them was solved or not

3.9
3.10

Time-period in which respondents problems was solved

Ranking in respect to the overall satisfaction level for IOCL

Page No.

LIST OF FIGURES
Fig.No.

Figure name

3.1

Number of respondents with respect to years associated with

IOCL
Products of IOCL deal by the respondents
Number of times in a month respondents refuel their depot
from IOCL
Receiving the IOCL products by the respondents
Complain about the petrol or diesel quality from the customer
Satisfaction with the quality of the IOCL products

3.2
3.3
3.4
3.5
3.6
3.7

3.8
3.9
3.10

a. Registration of any complaint against IOCL by the

respondents
b. Complaint which are registered against IOCL by the
respondents
Statement of the respondents whether the problem faced by
them was solved or not
Time -period in which respondents problems was solved
Ranking in respect to the overall satisfaction level for IOCL

Page No.

CHAPTER 1

INTRODUCTION

1.1 ABOUT THE TOPIC

Dealer is a person or firm engaged in commercial purchase and sale. Dealer may signify
firms that buy or resell products at retail or wholesale basis. A producer cannot sell all his
products directly to consumer, he has to depend upon intermediaries to push, off, his
products. A dealer is an intermediary who helps to market a product. A dealer is one who
purchase and sells products. A dealer may be a wholesaler or a retailer or a distributor or any
agents.

The volume of sales depends on the efficiency of a dealer who assesses the psychology of
consumers and takes appropriate steps to sell a product. It is the dealer who suggests to the
manufacturers the suitable media of advertisement and other promotional tools. Dealers are
searching for new marketing strategies to attract and hold customers. Dealers include all
activities involved in selling goods and services to those buying for resale or business use.
Dealers buy mostly producers and sell mostly to retailers or industrial consumers.

DEALER SATISFACTION :

Satisfaction is basically a psychological state; care should be taken in the effort of

quantitative measurement, although a large quantity of research in this area has recently been
developed.

Dealer Satisfaction is a measurement of dealer attitudes about product, services and brands.
Dealer Satisfaction involves determining the degree to which a companys products or
services meet the requirement of the end users.

Dealer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product or services. Study on Dealer

satisfaction aims at measuring the degree of awareness among dealers, to find out the
satisfaction level of dealers with respect to attributes.

The main objective of dealership is earning profits.

Dealership business is different from

other business. The peculiar feature of a dealer is dealing with one or more similar products.

1.2 ABOUT THE INDUSTRY

AN INTRODUCTION
LIMITED:

ABOUT

INDIAN

OIL

CORPORATION

Indian Oil Corporation is an Indian public-sector petroleum company. It is Indias largest

commercial enterprise, ranking 116th on the Fortune Global 500 listing (2008).It began
operation in 1959 as Indian Oil company Ltd. The Indian Oil Corporation was formed in
1964, with the merger of Indian Refineries Ltd. Indian Oil and its subsidiaries account for a
47% share in the petroleum products market, 40% share in refining capacity and 67%
downstream sector pipelines capacity in India. The Indian Oil Group of Companies owns and
operates 10 of Indias 19 refineries with a combined refining capacity of 60.2 million metric
tons per year.
Indian Oil operates the largest and the widest network of fuel stations in the country,
numbering about 17606 (15557 regular ROs & 2049 Kissan Sewa Kendra). It has also started
Auto LPG Dispensing Stations (ALDS). It reaches Indane cooking gas to over 47.5 million
households through a network of 4,990 Indian distributors. In addition,Indian Oils Research
and development Center (R&D) at Faridabad supports, develops and provides the necessary
technology solutions to the operating divisions of the corporation and its customers within the
country and abroad.
Subsequently, Indian Oil Technologies Limited-a wholly owned subsidiary, was set up in
2003,with a vision to market the technologies developed at Indian Oils Research and
Development Center.It has been modeled on the R&D marketing arms of Royal Dutch Shell
and British Petroleum.

EVOLUTION OF INDIAN OIL CORPORATION LIMITED:

Indian Oil Corporation Limited was incorporated on 30th June , 1959 under the name and
style of Indian Oil Ltd. Upon merger with Indian Refineries Ltd. On 1st September, 1964, the
name of the company was changed to Indian Oil Corporation Ltd (IOCL).
IOCL controls 10 of the countrys 18 refineries including subsidiaries BRPL and CPCL. The
combined refining capacity is of 60.20 million tones per annum (1.2 million barrels per day).
It has the largest network of 7,170 km of crude oil petroleum product pipelines. Indian oil
meets 56% of the countrys petroleum products consumption and serves the nation with a
chain of 21,000 sales points.

1.3 THE COMPANY PROFILE

INDIAN OIL CORPORATION LIMITED AT A GLANCE

Indian Oil Corporation Ltd (Indian oil) is a downstream company. Beginning in 1959 as
Indian Oil Company Ltd., Indian Oil Corporation Ltd. was formed in1964 with the
merger of Indian Refineries Ltd. (established 1958). Indian oil corporation limited was
also merged with other two companies namely Assam oil company(1981) and
Bongaigaon refinery and petro-chemical limited(BRPL)(2009). According to collected
data Indian Oil and its subsidiaries account for 55.1% petroleum products market share,
34% refining capacity and 61% downstream sector pipelines capacity in India. Indian Oil
Corporation Ltd. (Indian Oil) is India's largest commercial enterprise, with a sales
turnover of Rs. 4,09,957 crore ($ 85,550 million) and profits of Rs. 3,955 crore ($ 825
million)for the year 2011-12. Indian Oil is also the highest ranked Indian company in
the prestigious Fortune 'Global 500' listing, having 83rd position in 2012. It is also the
18th largest petroleum company in the world. Empowered with MAHARATNA status,
Indian Oil is nurturing its vision to emerge as Energy of India.
The Companys operations include refineries, pipelines, marketing, research and
development (R&D) Centre and Business Development, enterprise and planning (E&P),
petrochemicals and natural gas. Indian Oil has gathered a luminous legacy of more than
100 years of accumulated experiences in all areas of petroleum refining by taking into its
fold, the Digboi Refinery commissioned in 1901 Digboi - the birth place of Indias oil
industry Oil struck in 1881).The Digboi Refinery processed 0.62 million tons of crude
oil during the fiscal year ended March 31, 2012 (fiscal 2012)
COMPANY PERSPECTIVES:

Indian Oil Corporation Ltd(Indian oil) strive be a major diversified, transnational, integrated
energy company, with national leadership and a strong environmental conscience, playing a
national role in oil security and public distribution.

VALUES
CARE Stands for
Concern

 Empathy
Understanding
Cooperation
EMPOWERMENT INNOVATION Stands for
Creativity
Ability to learn
Flexibility
Change

PASSION - Stands for

Commitment
Dedication
Pride
Inspiration
Ownership

TRUST- Stands for

Delivered Promises
Reliability
Dependability
Integrity
Truthfulness
Transparency

MISSION

To achieve international standards of excellence in all aspects of energy and

diversified business with focus on customer delight through value of products and
services, and cost reduction.

To maximize creation of wealth, value and satisfaction for the stakeholders.

To attain leadership in developing, adopting and assimilating state-of-the-art

technology for competitive advantage.

To provide technology and services through sustained Research and Development.

To foster a culture of participation and innovation for employee growth and

contribution.

To cultivate high standards of business ethics and Total Quality Management for a
strong corporate identity and brand equity.

To help enrich the quality of life of the community and preserve ecological balance
and heritage through a strong environment conscience.

ORGANIZATIONAL STRUCTURE

The whole of Indian Oil Corporation (IOC) works under Corporate Office located at New
Delhi. It follows hierarchical structure where the decision flows from top to bottom and the

data flows from bottom to top. Under the corporate office there are 5 divisions namelyPipelines, Refineries, R&D, Marketing & Assam oil division. The Marketing division located
at Mumbai co-ordinates with the regional offices i.e. North, South, East & West Region
office, the other Divisional Offices & SBI for decisions regarding investments. The Regional
offices co-ordinates with respective state office that in turn co ordinates with respective
location offices.

R&D

Pipelines

Marketing

Division

Division

Division

Refineries

Assam Oil

Division

Division

New Delhi
Noida

Mumbai

NR

ER

WR

SR

New Delhi

Kolkata

Mumbai

Chennai

(Prabhadevi)

Chennai

Kolkata

New Delhi

RESPECTIVE STATE OFFICES

RESPECTIVE LOCATION OFFICES

OBJECTIVES OF IOCL :

To serve the national interests in oil and related sectors in accordance and
consistent with Government policies.

To enhance the country's self-sufficiency in crude oil refining and build

expertise in laying of crude oil and petroleum product pipelines.

To further enhance marketing infrastructure and reseller network for providing

assured service to customers throughout the country.

To create a strong research & development base in refinery processes, product

formulations, pipeline transportation and alternative fuels with a view to
minimizing/eliminating imports and to have next generation products.

To optimise utilisation of refining capacity and maximize distillate yield and

gross refining margin.

To maximise utilisation of the existing facilities for improving efficiency and

increasing productivity.

To minimise fuel consumption and hydrocarbon loss in refineries and stock loss
in marketing operations to effect energy conservation.

To earn a reasonable rate of return on investment.

To avail of all viable opportunities, both national and global, arising out of the
Government of Indias policy of liberalisation and reforms.

To achieve higher growth through mergers, acquisitions, integration and

diversification by harnessing new business opportunities in oil exploration &
production, petrochemicals, natural gas and downstream opportunities overseas.

To inculcate strong core values among the employees and continuously update
skill sets for full exploitation of the new business opportunities.

LOCATION
Planning & Business Development, Corporate Office, Delhi
Research & Development Centre, Faridabad
Marketing Head Quarter, Mumbai

Pipelines Head Quarter, NOIDA

Refineries Head Quarter, New Delhi
Regional Offices

State Offices

16

Retail

66

Consumer

34

Divisional Offices

Indane (LPG) Area Offices :

45

Indian Oil's has a network of 24,000 sales points,158 bulk storage depots
and terminals, 96 aviation fuel stations and 89 Indane LPG bottling plants all over
India. Indian Oil has also setup offices in Sri-Lanka, M a u r i t i u s a n d t h e U A E .
Indian Oil h as been lending its expertise for nearl y two decades to various
countries in several areas of refining, marketing, transportation, training and research and
development. These include Sri Lanka, Kuwait, Bahrain, Iraq, Abu Dhabi,
Tanzania, Ethiopia, Algeria, Nigeria, Nepal, Bhutan, Maldives, Malaysia, Sudan and
Zambia.

MAJOR COMPETITORS OF INDIAN OIL CORPORATION LIMITED (IOCL)

Reliance Industry Limited (RIL)
Hindustan Petroleum Corporation Limited (HPCL)

 Bharat Petroleum Corporation Limited (BPCL)

Essar Oil
Indraprasta Gas Limited
Mangalore Refinery And Petro-Chemical Limited( MRPL)

MAJOR PRODUCTS OF IOCL:

1. Motor Spirit (MS) common name Petrol

2. High Speed Diesel (HSD) common name Diesel
3. Superior Kerosene Oil (SKO) common name Kerosene
4. Liquid Petroleum Gas (LPG)
5. Aviation Turbine Fuel
6. Naphtha
7. Bitumen
8. Aviation Gas
9. Auto gas
10. Paraffin WAX
11. Petro- Chemicals
12. Lube
13. Liquefied Natural Gas (LNG)
14. Light Diesel Oil (LDO)
15. Furnace Oil (FO)
16. Low Sulphur Heavy Stock (LSHS)
17. Coke & many more

IOC L PRODUCT BRANDS AND SERVICES:

XTRACARE is an Urban Centric Proposition provides the customer with standardized, benchmarked level of
facilities & services for a distinctly different fuelling and caring experience.

THE SWAGAT retail outlets are large-format sites designed exclusively to cater to Truckers / Motorists on
Highways. With spacious parking lots, Dhabas, eateries, retail stores & Restroom, Swagat outlets provide
Customized service to Customers.

KISAN SEVA KENDRA, a low cost initiative to cater to the rural areas. Hub for catering to multiple rural
requirements. It tie-ups with banks, fertilizer and seed companies to provide Value added products and services to
rural people. Facility;

Pic: Kisan Seva Kendra

LOYALTY PROGRAMS
Indian Oil XTRAREWARDS is India's first online rewards programme that seeks to
inculcate the habit of redeeming points.

The XTRAPOWER Fleet Card programme is a complete smart card-based fleet

management solution for fleet operators and corporate for cashless purchase of fuel &
lubricants from designated retail outlets (petrol pumps) of Indian Oil through flexible
pre-paid and credit facilities. The fleet card also offers an exciting rewards programme
and unique benefits like personal accident insurance cover and vehicle tracking facilities.

PARTNERSHIP
The corporation has launched several joint ventures in partnership with some of the most
respected companies from India and abroad including Lubrizol, Petronas, Oiltanking,
GM hand Marubeni etc.

INDIAN OIL MAJOR UNITS

1)

Refinery Division

2)

Pipeline Division

3)

Research & Development Division

4)

Marketing Division

REFINERY DIVISION
Indian Oil controls 10 of Indias 22 refineries. The group refining capacity is 65.7 million
metric tonnes per annum (MMTPA) or 1.2 million barrels per day -the largest share among
refining companies in India. It accounts for 34% share of national refining capacity. Indian
Oil Corporation Ltd(Indian oil) coverage refineries with capacity shown in below ;

pic: IOCL refineries

IOCL COVERAGE REFINERIES WITH CAPACITY :

PIPELINE DIVISION
It is an established fact that pipelines are preferred as a cost effective,
energy efficient, safe and environment friendl y method of transportation
for petroleum products and crude oil and are playing a leading role in
meeting the demand for petroleum pr oducts in India.

Pipelines name with commissioning year & length:

SL NO.
Existing Pipelines

Year of
Commissioning

Length
(km)

Guwahati-Siliguri

1964

435

Barauni-Kanpur

1966

745

Haldia-Barauni

1967

525

Haldia-Mourigram-Rajbandh

1972

277

Koyali-Ahmedabad

1966

116

Koyali-Sanganer

2003

1056

Chennai- Bangalore

2010

290

Panipat-Bhatinda

1996

219

Mathura-Delhi

1982

147

10

Panipat-Ambala-Jalandhar

1996

434

11

Panipat-Delhi

1996

182

12

Mathura-Tundla

2003

56

13

Panipat-Rewari

2004

155

14

Chennai Trichy Madurai

2005

683

15

Koyali Dahej

2006

103

16

Panipat-JalandharLPGPipeline

2008

274

17

ATF Pipeline to Chennai AFS

2008

95

18

Digboi-Tinsukia

1956

75

Narimanam-Nagpattinam

2007

20

Bangalore Airport

2008

36

21
22

Koyali ratlam
Salaya-Mathura

2009
1978

265
1870

23

Paradip-Haldia-Barauni

1999

1302

24

Mathura-Panipath

2006

114

25

Dadri-Panipath Rlng

2010

132

19

MARKETING DIVISION
Indian Oil provides a wide range of marketing services and consultancy in fuel
handling, distribution storage and fuel/lube technical services. Indian Oil have set up
depots, terminals, pipelines, aviation fuel stations, filling plants, LPG bottling plants,
amongst others. A wide network of lubricant and fuel testing laboratories are available at
major installations which is further backed by sector-wise expertise in the core sectors of
power, steel, fertilizer, gas plants, textile mills, etc.

ASSAM OIL DIVISION

The assets of the erstwhile Assam Oil Company were taken over by IOCL in the year 1981.
It is kept as a separate division in IOCL. Assam Oil Division owns the Digboi refinery and
is also into marketing.

Picture: AOD retail outlet

RESEARCH & DEVELOPMENT DIVISION

Indian Oil owns world-class research and development centre headed by Director. It
provides services to all other divisions of the Corporation and it is a form of SHARED
SERVICE UNIT. Established in 1972 for the development of lube as well as refining
process technologies. It is one of its kind in Asia and has grown into a major technological
development center of international repute in the downstream areas of lubricants, pipelines
and refining processes. Indian Oil markets around 450 grades of lubricants under the brand
name SERVO based on its R&D technology. It has extensive laboratory and pilot plant
facilities to successfully pursue projects in lube, refining and pipeline areas making it a
unique technology centre. Its rich reservoir of highly qualified / specialized scientific and
technical manpower has elevated this center to global status. Creativity and innovative
research has led to technological innovations, some of which have received prestigious
national and international awards.

MAJOR BUSINESS GROUPS OF IOCL

RETAIL SALES -------- SALE OF MOTOR SPIRIT(MS),HIGH SPEED DIESEL(HSD)

& SUPERIOR KEROSENE OIL (SKO) THROUGH RETAIL NETWORK

CONSUMER SALES -------- DIRECT SALE MS, HSD, BLACK OILS, BITUMEN,

LPG ---------- BOTTLING & SALES OF LPG (LIQUID PETROLUAM GAS) &
DOMESTIC, NON-DOMESTIC, AUTO GAS AND BULK

AVIATION ---------- AVIATION FUELS STORAGE, HANDLING AND SALES /

RE-FUELLING

LUBES ----------- BLENDING, FILLING & SALES OF LUBRICANTS & GREASES

MODES OF TRANSPORTATION OF IOCL PRODUCTS

PIPELINE (DEDICATED AND MULTI PRODUCT)

ROAD (TANK TRUCKS,LPG BULLETS,LPG BULK TRUCKS)

RAIL (BTPN WAGON I.E., BROAD GAUGE & BTP WAGON I.E., NARROW
GAUGE)

(BTPN: BOX TYPE PNEUMATIC BRAKE)

COASTAL (TANKER- VERY LARGE CRUDE CARRIER)

CHAPTER 2

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

2.1

Title Of The Study:

Dealers Satisfaction towards Indian Oil Corporation limited with reference to Guwahati

2.2 Statement Of The Problem:

The scope of the project is limited to some particularly selected area only. The project report
may be one of the most important tools for the company .The study has been basically done
to monitor the satisfaction level of dealers. The detail of this study would be helpful to the
organisation in identifying the areas of the dissatisfaction among the dealers.

2.3

Objectives Of The Study:

To know the dealers overall satisfaction level towards IOCL.
To find out whether the services provided by the IOCL is satisfactory or not.
To know their satisfaction level regarding product quality.

2.4 Scope Of The Study:

This study is on Dealers satisfaction towards Indian Oil Corporation limited with reference
to Guwahati .This research study is useful for IOCL to understand the expectations and
requirements of dealers and can serve them in a better way by knowing their overall
satisfaction level and also their satisfaction level regarding products quality.And also to know
whether they are satisfied with the services or not.
2.5

Sources Of Data:

The Data Were Mainly Collected From Primary Sources. Some Information Were Also
Collected From Secondary Source .

Primary Data : The primary data is a collection through direct interaction with the
management with the workers. Questionnaires were prepared and telephonic
interviews were taken to elicit the required information from the dealers.
Secondary Data : The secondary data such as books , Internet etc.

2.6 Sample Design: A Sample design is a definite plan for obtaining a sample from given
population . It refers to the technique or the procedure the researcher would adopt in selecting
items for the sample .Sample design may as well lay down the number of items to be
included in the sample i.e., the size of the sample, Sample design is determined before data
are collected.

Sample Size: The Sample Size Was 50.

Sampling Procedures : Convenience Sampling

2.7 Type Of Research: Descriptive.

Descriptive : Descriptive Research studies are those studies which are concerned with
describing the characteristics of a particular individual, or of a group, where diagnostic
research studies determine the frequency with which something occurs or its association with
something else.The design in such studies must be rigid and not flexible .

2.8 Tools Of Data Collection: Questionnaire and Telephonic Interview.

2.9 Plan Of Analysis:

Through The Questionnaire The Data Collected From The Respondents Were Analysed
Using Different Statistical Tools And Techniques, Each Of The Questions Were Analysed To
Find Out The Required Information. The Data has been Presented With The graphical
Method Like Pie Diagram, Column Diagram For Convenience In Understanding The Results
And Their Interpretation.

2.10 Reference Period :

1 month ( 14th July 13th August,2014)

2.11 Limitations of the study :

Respondents were reluctant to discover complete information .
Most respondents were not maintaining proper knowledge of various services
provided by the company, so they were unable to provide exact information.

 Due to human behaviour information may be biased.

Questions have to be short and to the point; Probes are difficult to handle.
There is also the possibility of ambiguous replies or omissions of replies altogether to
certain questions; Interpretation of omissions is difficult.
Little time is given to respondents for considered answers; interview period is not
likely to exceed five minutes in most cases.

CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION

ANALYSIS AND INTERPRETATION OF STUDY

Table no. 3.1
Number of respondents with respect to years associated with IOCL
Years
Less than 5 years
06-10 years
Above 10 years
Total

No of respondents
05
19
26
50

Percentage
10%
38%
52%
100%

Analysis : From the above table, it is observed that 10% of the respondents are associated
with IOCL for less than 5 years, 38% of the respondents are associated with IOCL for 06-10
years and 52% of the respondents are associated with IOCL for above 10 years.

No of respondents
10%

Less than 5 years

52%

06-10 years
38%
Above 10 years

Fig 3.1 : Number of respondents with respect to years associated with IOCL
Interpretation : From the above it can be inferred that maximum number of the respondents
are associated with IOCL for above 10 years and minimum number of the respondents are
associated with IOCL for less than 5 years.

Table no. 3.2

Products of IOCL deal by the respondents
Products
Petrol
Diesel
Lubricants
All of the Above
Total

No of respondents
20
21
1
28
70

Percentage
29%
30%
1%
40%
100%

Analysis :From the above it is observed that 29% of the respondents deals with IOCL for
the product Petrol, 30% of the respondents for the product diesel, 1% of the respondents for
the product lubricants and 40% of the respondents deals with IOCL for All of the above i.e
Petrol, diesel, and lubricants.

No of respondents

29%
Petrol

40%

Diesel
Lubricants
All of the Above

30%
1%

Fig 3.2 : Products of IOCL deal by the respondents

Interpretation : From the above it can be inferred that maximum number of the respondents
deals with all the products of IOCL and minimum number of the respondents deals with
lubricants.

Table no. 3.3

Number of times in a month respondents refuel their depot from IOCL
Times
1 times to 2 times
2 times to 4 times
4 times to 8 times
More than 8 times
Total

No of respondents
2
11
11

Percentage
4%
22%
22%
52%
100%

26
50

Analysis :From the above it is observed that 4% of the respondents refuel their depot from
IOCL for 1 times to 2 times, 22% of the respondents refuel their depot for 2 times to 4 times,
again 22% of the respondents refuel their depot for 4 times to 8 times and 52% of the
respondents refuel their depot from IOCL for more than 8 times.

No of respondents
4%
22%
1 times to 2 times

52%

2 times to 4 times
22%

4 times to 8 times
More than 8 times

Fig 3.3 : Number of times in a month respondents refuel their depot from IOCL

Interpretation :From the above it can be inferred that maximum number of the
respondents refuel their depot from IOCL for more than 8 times in a month and minimum
number of the respondents refuel their depot from IOCL for 1 times to 2 times.

Table no. 3.4

Receiving the IOCL products by the respondents
Delivery on time
Yes
No
Total

No of respondents
46
4
50

Percentage
92%
8%
100%

Analysis :From the above it is observed that 92% of the respondents receive the products
on delivery time and 8% of the respondents do not receive the products on delivery time.

No of respondents
8%

Yes
No
92%

Fig 3.4 : Receiving the IOCL products by the respondents

Interpretation : From the above it can be inferred that maximum number of the
respondents receive the IOCL products on time.

Table no. 3.5 :

Complain about the petrol or diesel quality from the customer
Complain from customer
Yes
No
Total

No of respondents
8
42
50

Percentage
16%
84%
100%

Analysis :From the above it is observed that 84% of the respondents said that customers
have no complain about the petrol or diesel quality and 8% of the respondents said that
customers have complain about the petrol or diesel quality.

No of respondents
16%

Yes
No

84%

Fig 3.5 : Complain about the petrol or diesel quality from the customer

Interpretation : From the above it can be inferred that maximum number of the
respondents have not received any complain about the petrol or diesel quality from the
customer.

Table no. 3.6

Satisfaction with the quality of the IOCL products
Satisfaction
Highly Dissatisfied
Dissatisfied
Neither
Satisfied
Dissatisfied
Satisfied
Highly Satisfied
Total

No of respondents
0
0
Nor 3
33
14
50

Percentage
0%
0%
6%
66%
28%
100%

Analysis :From the above it is observed that 6% of the respondents are neither satisfied nor
dissatisfied with the quality of IOCL products , 66% of the respondents are satisfied with the
quality of the IOCL products and 28% of the respondents are highly satisfied with the quality
of IOCL products.

No of respondents
0% 0%
6%

Highly Dissatisfied

28%

Dissatisfied
Neither Satisfied Nor
Dissatisfied
Satisfied
66%

Fig 3.6 :

Highly Satisfied

Satisfaction with the quality of the IOCL products

Interpretation : From the above it can be inferred that maximum number of the
respondents are satisfied with the quality of IOCL products and minimum number of the
respondents are neither satisfied nor dissatisfied with the quality of the IOCL products.

Table no. 3.7

a) Registration of any complaint against IOCL by the respondents
Complaint against IOCL
Yes
No
Total

No of respondents

7
43
50

Percentage
14%
86%
100%

Analysis :From the above it is observed that 14% of the respondents have registered
complaint against IOCL and 86% of the respondents have not registered any complaint
against IOCL.

No of respondents
14%

Yes
No
86%

Fig 3.7 : a) Registration of any complaint against IOCL by the respondents

Interpretation : From the above it can be inferred that maximum number of the
respondents have not registered any complaint against IOCL.

Table no. 3.7

b) Complaint which are registered against IOCL by the respondents
Attributes
Delay on delivery
Service failure
Quality of products
Others
Total

No of respondents
0
0
7
1
8

Percentage
0%
0%
88%
12%
100%

Analysis :From the above it is observed that 88% of the respondents have registered
complaint against quality of the products and 12% of the respondents have registered
complaint against others.

7
7
6
5
4

No of respondents

Percentage

2
88%
1
0

0%

1
12%

0%

0
Delay on
delivery

Service failure

Quality of
products

Others

Fig 3.7 : b)Complaint which are registered against IOCL by the respondents

Interpretation : From the above it can be inferred that maximum number of the
respondents have registered complaint against Quality of the products.

Table no. 3.8

Statement of the respondents whether the problem faced by them was solved or not
Statement
Yes
No

No of respondents
6
1

Percentage
86%
14%

Analysis :From the above it is observed that 86% of the respondents said that the problem
faced by them was solved and 14% of the respondents said that the problem faced by them
was not solved.

No of respondents
14%

Yes
No
86%

Fig 3.8 :Statement of the respondents whether the problem faced by them was solved or not

Interpretation : From the above it can be inferred that maximum number of the respondents
problems have been solved

Table no. 3.9

Time-period in which respondents problems was solved
Time - Period
Within 1 week
Within 2 week
Within 3 week
Within4 week
More than a month

No of respondents
5
0
0
0
1

Percentage
83%
0%
0%
0%
17%

Analysis :From the above it is observed that 83% of the respondents problems was solved
within 1 week and 17% of the respondents problems was solved after one month

17%
Within 1 week
Within 2 week
Within 3 week
83%

Within4 week
More than a month

Fig 3.9:Time-period in which respondents problems was solved

Interpretation : From the above it can be inferred that maximum number of the
respondents problems have been solved within 1 week.

RATING SCALE USED

1
Highly
Dissatisfied

2
Dissatisfied

3
4
Neither satisfied Satisfied
nor dissatisfied

5
Highly Satisfied

Table no. 3.10

Ranking in respect to the overall satisfaction level for IOCL
Attributes

Rate

Weighted Average

Delivery of goods 1

34

11

13.53

Rank

on time
Product quality

33

13

13.93

Company policy

10

37

12.66

Brand Image
Schemes

0
0

0
2

0
22

0
24

50
2

16.66
11.73

1
5

Analysis :From the above it is observed that IOCL brand image got rank 1, Product quality
got rank 2, delivery of goods on time got rank 3,Company policy got rank 4 and schemes got
rank 5 .
18

16.66

16
14

13.93

13.53

12.66

11.73

12
10

Weighted Average

8
6
4

4
2

Rank

2
0
Delivery of
goods on time

Product
quality

Company
policy

Brand Image

Schemes

Fig 3.10 : Ranking in respect to the overall satisfaction level for IOCL.
Interpretation : From the above it can be inferred that brand image of IOCL has got the
highest rank followed by product quality, delivery of goods on time, company policy and
scheme respectively.

CHAPTER 4

SUMMARY OF FINDINGS

FINDINGS

10% of the respondents are associated with IOCL for less than 5 years,
38% of the respondents are associated with IOCL for 06-10 years and 52%
of the respondents are associated with IOCL for above 10 years.

29% of the respondents deals with IOCL for the product Petrol, 30% of the
respondents for the product diesel, 1% of the respondents for the product
lubricants and 40% of the respondents deals with IOCL for All of the
above .

4% of the respondents refuel their depot from IOCL for 1 times to 2 times,
22% of the respondents refuel their depot for 2 times to 4 times, again

22% of the respondents refuel their depot for 4 times to 8 times and 52%
of the respondents refuel their depot from IOCL for more than 8 times.

92% of the respondents receive the products on delivery time and 8% of

the respondents do not receive the products on delivery time.

84% of the respondents said that customers have no complain about the
petrol or diesel quality and 8% of the respondents said that customers have
complain about the petrol or diesel quality.

6% of the respondents are neither satisfied nor dissatisfied with the quality
of IOCL products , 66% of the respondents are satisfied with the quality
of the IOCL products and 28% of the respondents are highly satisfied with
the quality of IOCL products.

a)14% of the respondents have registered complaint against IOCL and

86% of the respondents have not registered any complaint against IOCL.
b) 88% of the respondents have registered complaint against quality of the
products and 12% of the respondents have registered complaint against
others.

86% of the respondents said that the problem faced by them was solved
and 14% of the respondents said that the problem faced by them was not
solved.
83% of the respondents problems was solved within 1 week and 17% of
the respondents problems was solved after one month..
IOCL brand image got rank 1, Product quality got rank 2, Company policy
got rank 3, schemes got rank 4 and delivery of goods on time got rank 5.

CHAPTER 5

SUGGESTIONS AND CONCLUSION

5.1 SUGGESTIONS
`Delivery of goods on time is one of the biggest problem, so it has to be
improved in order to improve dealers satisfaction level.
Some Dealers are not aware of schemes, so, awareness programme
should be there for it.

 The company should take special measures on delivery of goods and the
various schemes.
Complaint handling and of regular analysis of complaints data should be
understood.

5.2 CONCLUSION

The project report entitled DEALERS SATISFACTION TOWARDS INDIAN OIL

CORPORATION LIMITED WITH REFERENCE TO GUWAHATI has been conducted to
know dealer overall satisfaction level towards IOCL ,to find out whether the services
provided by the IOCL is satisfactory or not and to know their satisfaction level regarding
product quality.

From the analysis it is found that the few respondents do not receive the products on
delivery time. Moreover, respondents said that few customers have complain about the petrol
or diesel quality.

After a thorough analysis and extensive research about IOCL as a whole it is found that the
company has got potential in the market but it is facing challenges due to stiff competition
from other oil companies. This project has given me an opportunity to interact with the
corporate sector as well as marketing sector and to see how academic teaching of the
classrooms in Management is translated to reality and practice. Dealers Satisfaction is also
one of the most important part . As dealers are having problems with delay on delivery of
the products and lack of awareness regarding the schemes. So, IOCL should try to improve
all those and achieve organisational goals.

BIBLIOGRAPHY

BOOKS

Kothari C.R. (2010), Research Methodology; 2nd Revised Edition, New Delhi,
New Age International Publisher.
Kotler Philip, Armstrong Gary, Agnihotri Y.Prafulla & Haque ul Ehsan ,
Principles of Marketing;
13th Edition, New Delhi , Pearson Education.

Nair Suja R. (2011), Consumer Behaviour In Indian Perspective;

2nd Edition, Mumbai, Himalaya Publishing House.

Websites

https://www.google.co.in/search?sourceid=chrome-psyapi2&ion=1&espv=&ie=UTF8&q=project%20report%20on%20dealer%20satisfaction%20mba
https://www.google.co.in/search?q=dEALER+SATISFACTION+OF+INDIAN+OIL
&oq=dealer+satisfaction+of+indian+oil&aqs=chrome.0.69i59.60102j0j8&sourceid=c
hrome&es_sm=93&ie=UTF-8
http://en.wikipedia.org/wiki/Indian_Oil_Corporation

ANNEXURE

QUESTIONNAIRE

Dear Respondents
I am a student of NERIM Group Of Institution under Dibrugarh University, undergoing a
project in which I am conducting a survey on Dealers satisfaction towards Indian Oil
Corporation limited with reference to Guwahati. I would like to request you to spend a few
minutes of your valuable time for answering some questions. Your answer will be kept
confidential and will be used for academic purpose only. Your help will go long way in
assisting me to complete my report.

Anticipating your kind response

Deepakshi Medhi
MBA 3rd Semester
Department of Business Administration

PART-A
Name of the Dealer :
Location

PART-B

(Please tick mark in the appropriate box where it is necessary)

1. How many years you are associated with IOCL?

a.

Less than 5 years

b.

6-10 years

c.

Above 10 years

2. Which are the products you deal with IOCL?

a. Petrol
b. Diesel
c. Lubricants
d. All of the above

3. How many times in a month do you refuel your depot from IOCL?

a. 1 times to 2 times
b. 2 times to 4 times
c. 4 times to 8 times
d. More than 8 times

4. Do you receive the IOCL products on time?

Yes

No

5. Have you received any complain about the petrol or diesel quality from the
customer?
Yes

No

6. How much you are satisfied with the quality of the IOCL products?

a. Highly Dissatisfied
b. Dissatisfied
c. Neither Satisfied Nor Dissatisfied
d. Satisfied
e. Highly Satisfied

7. a)Have you registered any complaint against IOCL?

Yes

No

b)If Yes, What was the reasons?

I.
II.

Delay on delivery
Service Failure

III.

Quality of Products

IV.

Others(Please Specify).......................

8. Your Problem was solved.

Yes

No

9. If Yes ,what was the Time-Period?

I.

Within 1 week

II.

Within 2 weeks

III.

Within 3 weeks

IV.

Within 4 week

V.

More than a month

10. Overall how would you rate your satisfaction level for IOCL?
1-Highly dissatisfied , 2- Dissatisfied ,3- Neither satisfied nor dissatisfied,
4-Satisfied, 5- Highly satisfied
Attributes
Delivery of goods on time
Product Quality
Company policy
Brand Image
Schemes

Rate