a study on customer perception of various oil marketing companies

AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 – 859X Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org 371 A Peer Reviewed International Journal of Asian Academic Research Associates AARJSH ASIAN ACADEMIC RESEARCH J O U R N A L O F S O C I A L S C I E N C E & H U M A N I T I E S A STUDY ON CUSTOMER PERCEPTION OF VARIOUS OIL MARKETING COMPANIES DR S. JOHN MANO RAJ* *Assistant Professor (Marketing), Indian Institute of Plantation Management, (An Autonomous Organization Promoted by Ministry of Commerce and Industry, Govt. of India) Jnana Bharati Campus, Bangalore - 56 Karnataka. Abstract The retail petroleum sector is going through turbulent transformation due to the entry of private players into the market. By the government policy of oil industry deregulation, petroleum marketing was deregulated from April 1,2002. Private players started setting up a string of retail outlets across India. The competitive threat is growing bigger. Competition and customer bargaining power are also increasing progressively due to variations in customer taste, preferences and increase in their purchasing power. The changing environment demands Hindustan Petroleum Corporation Limited (HPCL) for fresh thinking and a re-look at the strategy to gain the cutting edge in retail petroleum sector. Primary data regarding positioning of HPCL vis-à-vis the other players was collected by survey method. Secondary data were also collected to study the company profile etc. For this survey, the data collection instrument used was a structured questionnaire. The population includes all those who use petrol and diesel for two wheelers, three wheelers, cars, light commercial vehicles, trucks and buses in South Tamilnadu. Stratified random sampling was applied and 150 samples were collected. A perceptual map has been used to find out the positioning of HPCL vis-à-vis the other players in retail marketing. This study would enable HPCL to explore opportunities early and exploit them forcefully. Key Words: Perception, Perceptual mapping, Petroleum Retailing, Retail.

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The retail petroleum sector is going through turbulent transformation due to the entry ofprivate players into the market. By the government policy of oil industry deregulation,petroleum marketing was deregulated from April 1,2002. Private players started setting up astring of retail outlets across India. The competitive threat is growing bigger. Competitionand customer bargaining power are also increasing progressively due to variations incustomer taste, preferences and increase in their purchasing power. The changingenvironment demands Hindustan Petroleum Corporation Limited (HPCL) for fresh thinkingand a re-look at the strategy to gain the cutting edge in retail petroleum sector. Primary dataregarding positioning of HPCL vis-à-vis the other players was collected by survey method.Secondary data were also collected to study the company profile etc. For this survey, the datacollection instrument used was a structured questionnaire. The population includes all thosewho use petrol and diesel for two wheelers, three wheelers, cars, light commercial vehicles,trucks and buses in South Tamilnadu. Stratified random sampling was applied and 150samples were collected. A perceptual map has been used to find out the positioning of HPCLvis-à-vis the other players in retail marketing. This study would enable HPCL to exploreopportunities early and exploit them forcefully

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

371

A Peer Reviewed International Journal of Asian Academic Research Associates

AARJSH ASIAN ACADEMIC RESEARCH J O U R N A L O F S O C I A L

S C I E N C E & H U M A N I T I E S

A STUDY ON CUSTOMER PERCEPTION OF VARIOUS OIL

MARKETING COMPANIES DR S. JOHN MANO RAJ*

*Assistant Professor (Marketing), Indian Institute of Plantation Management, (An Autonomous Organization Promoted by Ministry of Commerce and Industry, Govt. of India)

Jnana Bharati Campus, Bangalore - 56 Karnataka.

Abstract

The retail petroleum sector is going through turbulent transformation due to the entry of private players into the market. By the government policy of oil industry deregulation, petroleum marketing was deregulated from April 1,2002. Private players started setting up a string of retail outlets across India. The competitive threat is growing bigger. Competition and customer bargaining power are also increasing progressively due to variations in customer taste, preferences and increase in their purchasing power. The changing environment demands Hindustan Petroleum Corporation Limited (HPCL) for fresh thinking and a re-look at the strategy to gain the cutting edge in retail petroleum sector. Primary data regarding positioning of HPCL vis--vis the other players was collected by survey method. Secondary data were also collected to study the company profile etc. For this survey, the data collection instrument used was a structured questionnaire. The population includes all those who use petrol and diesel for two wheelers, three wheelers, cars, light commercial vehicles, trucks and buses in South Tamilnadu. Stratified random sampling was applied and 150 samples were collected. A perceptual map has been used to find out the positioning of HPCL vis--vis the other players in retail marketing. This study would enable HPCL to explore opportunities early and exploit them forcefully. Key Words: Perception, Perceptual mapping, Petroleum Retailing, Retail.
AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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AARJSH VOLUME 1 ISSUE 22 (APRIL 2014) ISSN : 2278 859X

Asian Academic Research Journal of Social Sciences & Humanities www.asianacademicresearch.org

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