Executive Summary

The project title was To analyze the factors affecting the buying decision of Engine Oil & thus to recommend on those factors to increase Sales of Servo lubricants. The research work was divided into two phases for reporting & analyzing the factors respectively. Each phase is being described as follows:-

Phase 1
Phase 1 was the initial part of research work & its duration was about 4 weeks. Before going out for primary research work, I studied the lube oil industry with the help of internet & collected some useful details about the industry. In the primary research work, I first of all decided on the different category of persons (stakeholders) who are linked with the engine oil.

These persons/stakeholders were as follows:-

1) Auto Drivers 2) Taxi Owners 3) Dealers and Shopkeepers selling engine oil 4) Mechanic Personnel

Then I had carried an exploratory survey for each stakeholder with a questionnaire. This random sample helps me to understand the various factors affecting the buying decision of engine oil. But the information which I got was not complete so I moved to the second phase where I did more research on the factors found.

Phase 2
After analyzing the enlisted factors, I formed the questionnaire, covering each & every aspect about buying behavior of engine oil. I created different questionnaire for all stake holders. The sample data collection from all the stakeholders had taken duration of around 6 weeks.

I had taken a sample of 200 auto drivers from all the major part of Kolkata. I also covered the survey of Taxi owners which constitutes a sample of 200 people. Remaining time was devoted to cover the shopkeepers and the mechanic personnel. I also covered a survey on the social & economic demographics of the life style of drivers. From this survey I try to figure out the relationship between the buying behavior of drivers & their educational & economic background.

Last week of my research work were used to draft out the studied factors on the word file & give it the shape of a project report using SPSS.