Anas Mehmood Salman Zia Noman Javaid Kamran Ahmed

PROBLEM STATEMENT

TO IDENTIFY IF THE PEOPLE OF KARACHI HAVE

PREFERENCES WITH REGARDS TO THEIR CHOICE OF ENGINE OIL.

RESEARCH OBJECTIVES

Engine Lubricant Oil of which householders and corporate are aware What Engine Lubricant Oil brand is currently used for specific vehicles Which groups of people are most likely to make use of the highquality expensive Engine Oil Whether the brand name of Engine Oil effects the buying decisions of the consumers The quantities they are likely to buy

BACKGROUND

Era of technology a advancement Increasing use vehicle day by day Engine oil; most important component for smooth running and keeping vehicle healthy We have many brands in Pakistan and their prices vary a lot among various brands due to international acclaimed brands

SAMPLE DESIGN

The first sampling question that must be asked is

who is to be sampled?
Answering this primary question requires the identification of a target population . All those people who already have a vehicle in Karachi are the target population. The selected sampling unit will not represent who dont have a motor vehicle.

RESEARCH DESIGN
The sample size was taken as 150. The sampling method is probability based convenience sampling. The sample population comprises of

upper class upper middle middle class.

The research is conducted on car holders, motorcyclists, truck drivers and van drivers.

DATA COLLECTION

Secondary data analysis was performed to access data that already exist. The secondary data was evaluated to find if it is applicable to our research and does the data apply to population of interest.

The survey method was utilized; the respondent participated by filling out a questionnaire. Self administered survey technique was used.
Questionnaires were left with the respondent to be completed at a later time. For van drivers, truck drivers, motorcyclists, and less educated respondent an Urdu translated version of the questionnaire was used, while English version was used for other target population.

DATA ANALYSIS

In our research the analysis involved determining consistent patterns and summarizing the appropriate details revealed in the investigation. SPSS was used for statistical analysis ranging from portraying a simple frequency distribution to hypothesis testing

LIMITATIONS

Due to time constraint a sample of 135 was collected. The convenience research design meant a pre dominance of students in the overall respondents The truck drivers could not be accessed due to time constraint and problem visiting the truck stands located in remote areas.

Gender
Gender
Male Female

14.07%

85.93%

Group
Group 2.22% 2.96%
Student Businessman Corporate Employee Executive Self-employed Other

2.22% 8.15% 2.96%

81.48%

Type
Automobile
Motorcycle

3.7%

Car (Petrol) Car (Diesel) Car (CNG)

1.48% 17.04%

Jeep Van,Truck

34.07%

41.48% 2.22%

Engine oil brands

1.48% 2.22%

Current brand
Castrol Helix Havoline Rubia

3.7% 2.96% 2.22%

0.74%

Mobil Zic Hidrive Master Oil Other

27.41%

18.52%

40.74%

Influence
Influence to current choice
Convenience Peer Suggestion Mechanic Advice
7.41% 2.96% 6.67%

Advertisment Packaging Other

37.78%

31.85%

13.33%

Preference

N Advertisement Price Quality Mileage Brand Name Promotions 135 135 135 135 135 135

Mean 4.4444 3.0593 2.1333 2.8741 3.4370 5.0519

Std. Deviation 1.57720 1.35912 1.46501 1.34625 1.51415 1.12182

Advertising Influence
Product ad influence

60

50

40

Frequency

30

20

10

0 Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly Agree

Product ad influence

Packaging
Packaging design

70

60

50

Frequency

40

30

20

10

0 Very unattractive Somewhat unattractive Neither attractive nor unattractive Somewhat attractive Very attractive

Packaging design

Oil Change
Oil change
Every month Every 3 months After prescribed mileage Other
3.7% 17.04%

28.89%

50.37%

Package Size
Pack size usually bought
1 Litre 3 Litre 4 Litre
8.15% 14.81%

6 Litre Other

20.74%

28.89%

27.41%

Satisfaction
Performance Satisfaction

70

60

50

Frequency

40

30

20

10

0 Very Dissatisfied Somewhat Dissatisfied Neutral Somewhat Satisfied Very Satisfied

Performance Satisfaction

Overall Experience
Overall experience

60

50

40

Frequency

30

20

10

0 Very Pleasant Somewhat Pleasant Indifferent Somewhat Unpleasant Very Unpleasant

Overall experience

Other brands
Used any other brand
No Yes

37.04%

62.96%

Prior brands used

Prefer to use same brand in future

Prefer to use same brand in future
Yes No Not Sure

24.44%

54.81%

20.74%

Preference of brands
Current brand Chi-Square(a) df Asymp. Sig. 203.867 8 .000

Observed N Castrol Helix Havoline Rubia Mobil Zic Hidrive Master Oil Other Total 37 55 25 3 4 5 2 1 3 135

Expected N 15.0 15.0 15.0 15.0 15.0 15.0 15.0 15.0 15.0

Residual 22.0 40.0 10.0 -12.0 -11.0 -10.0 -13.0 -14.0 -12.0

Use same brand in future

Chi-Square(a) df Asymp. Sig.

Prefer to use same brand in future 30.400 2 .000

Observed N Yes No Not Sure Total 75 27 33 135

Expected N 45.0 45.0 45.0

Residual 30.0 -18.0 -12.0

Use same brand in future

Prefer to use same brand in future Yes No Not Sure Influence to Convenience current Peer choice Suggestion Mechanic Advice Advertisment Packaging Other Total 22 11 29 5 4 4 75 16 3 3 2 0 3 27 13 4 11 2 0 3 33

Total 51 18 43 9 4 10 135

Use same brand in future

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases

df

Asymp. Sig. (2sided)

14.038(a)
16.307 .651 135

10
10 1

.171
.091 .420

Conclusion
Our analysis reveals that a preference for brand of engine oils does exist with Castrol (PSO), Helix (SHELL) and Havoline (CALTEX) having a dominant share over other available brands for the consumers. There is no significant relationship found between a specific engine oil brand and vehicle type. However, among the participants who drove HTV (Heavy Traveling Vehicles) there might exist a high likelihood of specific engine oil for the respected vehicle type.

Conclusion
The research has provided the complete customer insight, which is summarized as follows: Castrol (PSO), Helix (SHELL) and Havoline (CALTEX) are highly preferred brands People are familiar to certain engine oil brands i.e. Castrol (PSO), Helix (SHELL), Rubia (TOTAL), Mobil (EXXON MOBIL) and Havoline (CALTEX) People generally select their brand on the basis of quality and performance while their choice is influenced by mechanic advice and convenience The highly preferred packaging size is 3,4 and 6 liters more generally the medium size packs

Recommendation
On the basis of our findings we suggest the following recommendation; If the local engine oil brands need to succeed they require a large marketing campaign in order to displace the market leaders of foreign origin such as Castrol (PSO), Helix (SHELL), Mobil (EXXON MOBIL) and Havoline (CALTEX) The manufacturers must emphasize on the quality of their engine oil The prices need to be reasonable