Master Paper

on
The Effect of Brand Image on Consumer Preference: an
Assessment of Meghna Petroleum Limited’s Lube Products

Prepared by:
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur

Supervised By Submitted Through

MS. ADIBA ANIS PROF. DR.M. EKRAMUL HOQUE

Lecturer (Marketing) Director, MBA (Evening) Program
School of Business School of Business
Bangladesh Open University Bangladesh Open University
Gazipur, Bangladesh Gazipur, Bangladesh

Date of Submission: 15th December, 2017

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 Letter of Transmittal
Date:
Prof. Dr.M. Ekramul Hoque
Director, MBA (Evening) Program
School of Business
Bangladesh Open University
Gazipur, Bangladesh

Sub: Submission of master paper on: “The Effect of Brand Image on Consumer
Preference: an Assessment of Meghna Petroleum Limited’s Lube Products”

Dear Sir,

It is my pleasure to inform you that researcher going to submit by master paper on “The Effect
of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum Limited’s
Lube Products” as required for MBA program. Researcher has worked hard for preparing your
master paper more faithfully. In doing so, researcher have collected information from different
websites, company's profile, interview with company's officials after designing questionnaire and
so on. But main emphasis was on research assessment of the subject matter and interpretation of
actual scenario to make this master paper as more informative and understandable as possible.

Since this is a different sort of research paper based on a well known Energy Industry of Meghna
Petroleum Limited’s “The Effect of Brand Image on Consumer Preference. So researcher wishes
your kind consideration as well as heartily cooperation to clarify the matters of technical
difficulties and professional.
Sincerely yours,

--------------------------
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur

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 SUPERVISOR’S CERTIFICATION

This is to certify that the master paper on “The Effect of Brand Image on Consumer
Preference: an Assessment of Meghna Petroleum Limited’s Lube Products” has been
prepared as a part of completion of the MBA program from School of Business of Bangladesh
Open University, carried out by Ejaz Ahmed, bearing ID: 15-3-34-802-002 under my supervision.
The report or the information will not be used for any other purposes.

---------------------------------------------
Ms. Adiba Anis
Lecturer (Marketing)
School of Business
Bangladesh Open University
Gazipur, Bangladesh

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 DECLARATION OF STUDENT

I am Ejaz Ahmed, the student of Master of Business Administration bearing ID: 15-3-34-802-002
from Bangladesh Open University, would like to declare here that the master paper on “The
Effect of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum
Limited’s Lube Products” has been authentically prepared by me under the intensive
supervision and guidance of Ms. Adiba Anis, Lecturer (Marketing) School of Business,
Bangladesh Open University.

Researcher also declares that the master paper is prepared for academic purpose only and which
researcher have not submitted for any other degree before.

…………………………………
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur

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 ACKNOWLEDGEMENT

At first, researcher would like to express my deep gratitude to Almighty Allah the supreme
authority of the universe.

Researcher wish to express my thankfulness gratitude to my supervisor Ms. Adiba Anis,

Lecturer (Marketing), School of Business, Bangladesh Open University for her direction,
constant and spontaneous support, efficient supervision and constructive suggestions. Researcher
has very grateful to supervisor, for guiding me to complete by master paper. Researcher also
highly indebted to her for the scholarly and constructive suggestion, which was of much
assistance to prepare the report on “The Effect of Brand Image on Consumer Preference: an
Assessment of Meghna Petroleum Limited’s Lube Products”

Researcher concede the aesthetic contribution PROF. DR.M. EKRAMUL HOQUE, Director,
MBA (Evening) Program BOU for providing required information and highlighting the existing
The Effect of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum
Limited’s Lube Products. His erudite guideline contributed a lot for writing this report.

Finally, Researcher wants to give thanks to my parents who gave special attention to me from the
very beginning and during master paper and preparation of the report.

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 Table of Contents
CONTENTS PAG. NO
Letter of Transmittal ii
Supervisors Certification iii
Declaration of Students iv
Acknowledgment v
Table of Contents vi-vii
Executive Summary viii
CHAPTER-1: INTRODUCTION 1-6
1.1 Introduction 2
1.2 Statement of the Problems 2
1.3 Rationale of the Study 3
1.4 Objective of the Study 5
1.4.1 Board Objective 5
1.4.2 Specific Objectives 5
1.5 Scope of the Study 5
1.6. Limitations of the Study 6
CHAPTER-2 : Literature Review 7-24
Chapter -3: Methodology of the Study 25-27
3.1. Methodology of the Study 26
3.2 Research Approach 26
3.3 Types and Sources of Data 26
3.4 Sampling 27
3.5 Data Collection Procedure 27
3.6 Data Processing and Analysis 27
CHAPTER-4 : An Overview of Meghna Petroleum LImited’s 28-36
Lube Products
4.1 History of Meghna Petroleum Limited (MPL) 41
4.2 Board of Director 30
4.3 Overview of the Brand 31
4.4 Competition of the Brand 31

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4.5. Feature of the brand 33
4.6. Positioning approaches of the brand 35
Chapter -5: Analysis and Interpretation 37-47
5.1 Conducting a Survey 38

5.2 Representing the Survey 39

Chapter -6: Effect of Brand Image 48-52

6.1 Effect of Brand Image 49

6.2 Internal or Organizational Problem 52

Chapter -7: Problem Faced by Responds 53-54
7.1 Problem Faced by Responds 54
Chapter-8: Summary, Conclusion & Recommendation 57-61
8.1. Summary 58
8.2 Analysis of the result 58
8.3 Conclusion 60
8.4 Recommendation 61
References 62-63
Appendix 64
Appendix-1 64

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 Executive Summary

Researcher would like to start the summary part by restating the analysis of the survey results it
is clear that Meghna Petroleum Limited’s Lube Products Customers are satisfied with different
services of the company. Moreover, the analysis indicated that the customers of Meghna
Petroleum Limited’s Lube Products are loyal toward the company. They clearly pointed that all
the other companies are providing almost identical features. It is the marketing strategy, which is
the differential factor to make the Brand equity. So they will not hesitate to switch or the new
clients will do business with other dealers because of better service or strong network. Again
there was a condition in my hypothesis: ‘If Meghna Petroleum Limited’s Lube Products does
not take care to improve their marketing strategy and service quality more Therefore, researcher
recommended some courses of action. Researcher observations make me believe that If Meghna
Petroleum Limited’s Lube Products follows these recommendations; it will enable them to
achieve a sustainable distinct competitive advantage and to run smoothly with loyal customers &
market leadership.

viii