“CUSTOMER

PREFERENCE OF
LUBRICANTS - A CASE
STUDY FOR MOBIL ”

By:
D.Dheeraj
(DM-05-16)
 Introduction about Rotex
Petrochem Private Limited
• Founder of the company – T.K. Rao
• Established in the year 1966
• Products dealt with
 Engine oils
 Gear oil
 4T oil for bikes
 Snap-on tools
 Mobil

• Worlds second largest leading company in

lubricants.
• Established – 1911
• Head quarters – Virginia
• Product Line
 Mobil delvac
 Mobil super
 Mobil 1
 Mobil 4T
 Work Done In Company

• Consumer Behavior
To find the driving factors that customer in
the selection of engine oil

• In shop Promotions
To promote Mobil and create awareness
about Mobil to customers and mechanics by
approaching garages.
• Designed a questionnaire for finding the driving
factors for purchase of engine oils.
• Designed a questionnaire to find the behavior of
mechanics while selecting an oil for a particular
vehicle.
 Areas Visited

• Visited around 20 Automobile outlets in different

areas of Hyderabad to find the response of
customers.
• Visited 200 Garages in 15 different areas.
• Areas visited are
Narayanaguda, Athapur,Ameerpet, Habsiguda,
Secunderabad, Yousufguda, Tirumalagiri,
Autonagar, Uppal, Bowenpally, Siddiambazar,
Masab Tank, etc.
 Title of the project
“CUSTOMER PREFERENCE OF LUBRICANTS
- A CASE STUDY FOR MOBIL ”

Objectives:

• To know the preference for a particular brand of

lubricants for cars
• To know the factors that influence the choice of
a brand of lubricants
 Research Methodologies

• Survey Method – Primary source

• Research Instrument - Questionnaire.
• Contact Method – visited outlets.
• Questionnaire Sample
 Garages – 200
 Outlets - 15
• Data Analysis Tools – Excel, PASW.
 Type of garages

• PVL 127
• CVL 73
Garages – Area wise
 Share of each brand

• Castrol - 69
• Mobil - 51
• servo – 39
• Others - 41
 Choice of Lubricants

• customer - 34%
• mechanic - 66%
Availability of Staff
Services
Major Services Time Taken
Purchase pattern
 Decision Maker

Customer:28, OEM:14, MECHANIC:122, Drivers: 6, Advertisement: 30

Technical Knowledge
Brand Loyalty
 Learning’s

• knowledge about oils and lubricants used in

automobiles.
• How to interact with retailers.
• Learned how to deal with mechanics.
• Learned how to interact with different customers
of different mindset.
• Came to know about the importance of
advertisements.
 Findings
• Quality and performance of a product is very important.
And mobil is the best example.
• Un aware of the products due to lack of advertisement.
• Gifts are not properly distributed to the dealers due to
which customers are attracted to other products.
• Most of the customers are preferring short term benefits.
• Sales of a product depends on the locality.
• Improper display of products leads to deduction in sales.
• Less margins affects the willingness of dealers not to sell
our product.
 Limitations

• Outlets were covered only in Hyderabad.

• Only 200 garages are covered due to lack of
time.
• Visited only normal garages but not authorized
service centers.
 Suggestions

• To take measures to create awareness of the

products.
• To undertake certain advertisements.
• To give gifts to the end users.
• To encourage outlets, mechanics with certain
schemes and gifts to attract them towards Mobil
because mechanics play an important role in the
choice of lubricants.