lokesh final project

7/25/2019 Lokesh Final Project

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{CHAPTER 1}

INTRODUCTION

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Introduction :-

This study will help to find the level of Customer Satisfactions of

The Customers. To know the reason for decline of customers at service stations to

know the perception of customers regarding the charges or rates offered by theservice stations and to know any suggestion from customers to improve the service.

The study is scheduled through primary data and other information

there by preparing questionnaire which focuses of various variables and attributes

that are important to know the satisfaction level and the factors affecting the

purchase decision.

Serving the consumer demand with the help of marketing channels, and

then in term epanding the market even in the face of keen competition. The marketing ob!ectives developed the marketing plan or program

and control the marketing program to assure the accomplishment of the marketing

ob!ectives.

"arketing begins with the customer, not with #roductioncost, Sales,

Technological and "arks and it ends with CUSTOMERS SATISFACTION

AND SOCIAL ELL-!EIN"#$

"arketing covers all business activities necessary for ascertaining

"arket demand, #lanning, and product availability, affecting transfer to

ownership of product, providing for their physical distribution and facilitating the

entire marketing process.

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Pro%&'( St)t'('nt :-

$n today%s competitive world%s customers plays an important role in

every business. The main propose of every business is to satisfy its eisting

customers and attract a new customers which is also known as acquiring customer.

&ased on the above statement $ have to decided to take upmyacademic

pro!ect on*CONSUMER !EHA+IOUR ON INDIAN OIL #$

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NEED FOR THE STUD, :-

The need of the study is to analy'e the customer%s behaviors and

relationship after sales and services and feel in the gaps if any which in turn can

improve the service to the customers ofINDIAN OIL.

The modern marketing management tries to solve the basic problems of

consumers in the area of consumption. To survive in the market, a firm has to be

constantly innovating and understand the latest consumer needs and tastes. $t will

be etremely useful in eploiting marketing opportunities and in meeting thechallenges that the $ndian market offers. $t is important for the marketers to

understand the buyer behavior.

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SCOPE OF THE STUD,:-

$n this competitive world retaining the customers has become very

important, hence it has become part of business.

&usiness which can adopt to quick changes and get access to

improvised technologies can survive in this tuff marketing conditions. This study

will helps us to understand customers, preference and their needs epected from

the business owners .

To define the scope of a sub!ect it is important to set parameters or a

framework within which it shall be studied. one such framework for studying

consumer behaviour. This framework is made up of three main sections(the

decision process as represented by the inner(most circle, the individual

determinants on the middle Circle and the eternal environment which is

represented by the outer circle. The study of all these three sections constitutes the

scope of consumer behaviour. )ere, we shall dwell on these constituents of the

framework only briefly as they are eplained in detail in the following units.

The scope of consumer behaviour has been briefly touched upon in the

previous section wherein it was eplained that how consumer behaviour includes

not only the actual buyer and his act of buying but also the various roles played by

different individuals and the influence they eert on the final purchase decision. $n

this section we shall define and eplain the scope of study of consumer behaviour.

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{CHAPTER }

CONSUMER !EHA+IOUR

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CONSUMER !EHA+IOUR:-

Consumer &ehaviour is the study of individual groups or organi'ation and the

processes they used to select secure, use and dispose of products services,

eperiences and ideas to satisfy needs and the impacts that these processes have

on the consumer and the society. $t blends elements from psychology, sociology,

social anthropology, marketing and economics. $t attempts to understand the

decision( making processes of buyers, both individually and in groups such as how

emotions affect buying behaviour.

$t studies characteristics of individual consumers such as demographics and

behavioral variables in an attempt to understand people%s wants. $t also tries to

assess influences on the consumer form groups such as family, friends, sports,

reference groups and society in general. Consumer behavior study is based on

consumer behavior, with the customer playing the three distinct roles of users,

payer and buyer.

*esearch has shown that consumer behaviour is different to predict even for

eperts on the field. *elationship marketing is an influential assets for customer

behaviour analysis as it has a kneen interest in the re(discovery of the meaning ofmaking through the re(affirmation of the importance of the customer or buyer. +

greater importance is also placed on consumer relation, customer relationship

management, #ersonali'ation, Customi'ation and one(to(one marketing.

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+gain also in other word we can say that consumer behaviour refers to the

ultimate consumer. "any factors, specificities and characteristics influence the

individual in what he is and the consumer in his decision making process,shopping habits, purchasing behaviour, the brands he buys or the retailers he goes.

+ purchase decision is the result of each and every one of these factors. +n

individual and a consumer is laid by his culture, his structure, his subculture, his

social class, his membership groups, his family, his personality, his psychological

factors, etcand his influenced by cultural trends as well as his social and

societal environment. &y identifying and understanding the factors that influence

their customers, brands have the opportunity to develop a strategy, a marketing

message -nique value proposition/ and advertising campaigns more efficient andmore in line with the needs and ways of thinking of their target consumers, a real

asset to better meet the needs of its customers and increase sales.

Consumer behaviour refers to the selection, purchase and services for the

satisfaction of their wants. There are different processes involved in the consumer

behaviour. $nitially the consumer tries to find what commodities he would like to

consume, then he selects only those commodities he would like to consume, then he

selects only those commodities that promise greater utility. +fter selecting the

commodities and takes the prevailing prices of commodities and takes the decision

about the commodities he should consume. "eanwhile, there are various other

factors influencing the purchase of products. Consumer such as social, cultural,

personal, and psychological.

The eplanation of these factor is given below0(

Consumer%s buying behaviour is influenced by four ma!or factors0(

1/ Cultural

2/ Social3/ #ersonal,

4/ #sychological

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These factors cause consumers to develop product and brand preferences.

+lthough many of these factors cannot be directly controlled by marketers,

understanding of common behaviours to thrown to their own culture. 5or a brand,

it is important to understand and take into account the cultural factor inherent to

each market or to each situation in orders to adapt its product and its marketingstrategy. +s these will play a role in the perception, habits, behaviour or

epectations of consumers.

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1. Problem Recognition-awareness of need/( difference between the discard state

and the actual condition. 6eficit in assortment of products. )unger75ood.

)unger stimulus you need to eat.

2. Information search:

o $nternal search, "emoryo 8ternal search if you need more information 5riends and relatives -word of

mouth/. "arketer dominated sources9 comparison shopping9 public sources etc.

T,PES OF CONSUMER !EHA+IOR:-

The four types of consumer buying behaviour(buying low involvement frequently

purchased almost automatically.

:imited 6ecision "aking (buying product occasionally. ;hen you need to obtain

information about unfamiliar brand in a familiar product category, perhaps,requires a moderate amount of time for information gathering. 8amples include

or knowing about engines working power of tractor for which it shows the brand

of the tractor by which the customer is purchasing the tractor according to

working capacity of the engine of the tractor or brand name of the tractor.

8tensive 6ecision "aking


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HISTOR, OF CONSUMER RESEARCH

HISTOR, OF CONSUMER RESEARCH:-

The 5ield of Consumer &ehavior is rooted in the marketing concept, a

business orientation that evolved in the marketing concept, a business orientation

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evolved in the 1>?@s, through several alternative approaches towards doing

business referred to respectively as the production concepts, the product concept,

and selling concept.

The production concept assumes that consumers that mostly interested

product availability at low prices9 its implicit marketing ob!ectives are cheepefficient production and intensive distribution. This orientation makes sense when

consumers are more interested in obtaining than they are in specific features and

will buy what%s available rather than wait for what they really want. Today using

this orientation make sense in developing countries or in other word situation in

which the main ob!ective is to epand the market.

The product concept assumes that consumers will buy the product that offers

them the highest quality the best performance, and the most features. + product

orientation leads the company to strive constantly to improve the quality of itsproduct and to add new features that are technically feasible without finding out

first whether or not consumers really want these features.

+ product orientation often leads to marketing myopia that is, a focus on

the product rather than on the consumer needs it presumes to satisfy. "arketing

myopia may cause a company to ignore crucial changes in the market place

because it causes marketers to look in the mirror rather than through the window.

+ natural evolution from both the production concept is the selling the product that

it has unilaterally decided to produce.The assumption of the selling concept is that

consumers are unlikely to buy the product unless they are aggressively persuaded

to do so mostly through the hard sell approach. The problem with this approach

is that it fails to consider satisfaction. ;hen consumers are induced to buy

products they do not want or need, they will not buy them again.

The field of consumer behaviour is rooted in a marketing strategy that

evolved in the late 1>?@s, when some marketers began to reali'e that they could

sell more goods, more easily, if they produced only those goods they had already

determined that consumers would buy. $nstead of trying to persuade customers to

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buy what the firm has already produced, marketing oriented firms found that it was

a lot easier to produce only products they had first confirmed, through research,

that consumers wanted. Consumer%s needs and wants became the firm%s primary

focus. This consumers(oriented marketing philosophy came to be known as the

marketing concept. The key assumption underlying the marketing concept is that,successful, a company must determine the needs and wants of specific target

markets and deliver the desired satisfaction better than the competition.

The marketing concept is based on the premise that a marketer should make

what it can sell, instead of trying to sell what it has made. ;hereas the selling

concept focuses on the needs of the buyer and customer satisfaction. The

widespread adoption of the marketing concept by +merican business provided the

impetus for the study of consumers were highly comple individuals, sub!ect to avariety of psychological and social needs had priorities of different different

consumer segments differed dramatically, and in order to design new products and

marketing strategies that would fulfill consumers needs, they had to study

consumers and their consumption behaviour in depth.

Thus, the marketing concept underscored the importance of consumer

research and laid the group work for the application of consumer behaviour

principles to marketing strategy.

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NATURE OF CONSUMER !EHA+IOR

NATURE OF CONSUMER !EHA+IOR :-

i. The sub!ect deals with issues related to cognition, affect and

behaviour in consumption behaviours, against the backdrop of

individual%s internal self and include psychological components like

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personal motivation and involvement, perception, learning and memory,

attitudes, self( concept and personality, and, decision making. The

individual determinants. The individual determinants pertain to eternal

influences surrounding an individual and include sociological,

anthropological, anthropological and economic components like thefamily, social class culture, sub(culture, cross( culture, and national and

regional influences.

ii. The sub!ect can be studied at micro and macro levels depending

upon whether it is analy'ed at the individual level or at the group level.

iii. The sub!ect is interdisciplinary. $t has borrowed heavily from

psychology -the study of the individual0 individual determinants in

buying behaviour/, sociology -the study of how an individual operates in

group


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SCOPE OF CONSUMER !EHA+IOR

SCOPE OF CONSUMER !EHA+IOR :-

The study of consumer behaviour deals with understanding consumption

patterns and behaviour. $t includes within its ambit the answers to the following0

;hat% the consumers buy0 goods and services

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;hy% they buy it0 need and want

;hen% do they buy it 0 time0 day, week, month, year, occasions etc.

;here% they buy it0 place

)ow often they buy% it0 time interval

)ow often they use% it0 frequency of useThe scope of consumer behaviour includes not only the actual buyer but also the

various roles played by him< different individuals.

The term consumer behaviour describes two different kinds of consuming

entities0

1. The #ersonal consumers

2. The organi'ational consumer

The personal consumer buys goods and services for his or her own use, for

his or her own use, for the use of the household or as a gift for a friend. $n each of

these contets, the products are bought for final use by individuals who are

referred to as end users or ultimate consumers. The second category of consumer(

the organi'ational consumer( includes profit and institution -e.g. schools,

hospitals, and prisons/, all of which must buy products, equipment, and services in

order to run their organi'ations.

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CONSUMER !EHA+IOR AS A D,NAMIC PROCESS

CONSUMER !EHA+IOR AS A D,NAMIC PROCESS:-

Consumer behaviour involves the understanding that acquisition, use and

disposition can occur over time in a dynamic sequence. $n other words the study of

consumer behaviour is the study of how individuals make decision to spend their

available resources -money, time, efforts/ on consumption(related items.

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The +merican "arketing -+"+/ defines consumer behaviour as The

dynamic interaction of cognitions, behaviour and environmental events by which

human begins conduct the echange aspects of their lives.

Consumer behaviour is The study of individuals, groups or organi'ations

and the process they use to select, secure, use and dispose of products, services,eperiences, or ideas to satisfy needs and the impacts that these processes have on

the consumer and society, &ehavior occurs either for the individual, or in the

contet of group -e.g. friend%s influence what kinds of clothes a person wears/ or

an organi'ation -people on the !ob make decisions as to which services the firm

should use/.

#roduct is often of great interest to the marketer, because this may

influence how a product is the positioned or how we can encourage theconsumption of a product in market. Consumer behaviour involves services and

ideas as well as tangible products. The impact of consumer behaviour on society is

also relevant. 5or eamples, aggressive marketing of high fat foods, or aggressive

marketing of easy credit, may have serious repercussions for the national health

and economy. Services are also marketed in much the manner as goods and

commodities. Still there are wide difference between goods and services based on

their characteristics and attributes.

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{CHAPTER /}

APPLICATION OF CONSUMER !EHA+IOUR

APPLICATION OF CONSUMER !EHA+IOUR:- The study of consumer behaviour deals with basic questions related to

buying such as0 what we buy and how we buy. The study of consumer behaviour

makes us aware of the subtle influences that persuade us use the product or

services of consumer behaviour theories and verification of applications of such

theories is necessary. Consumer behaviour is simple a larger field of human

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behaviour and an etended field of marketing affecting researchers and marketers

from past few decades.

FOUR MAIN APPLICATION OF CONSUMER !EHA+IOUR:- The most obvious application of consumer behaviour is for deriving

marketing strategy. Aew products initially adopted by a few consumers and spread

gradually to the rest of the population later. The companies that introduce new

products must be well financed so that they can stay afloat until their products

become a commercials success. $t is also important to please initial customers,

since they will in turn influence many subsequent customers brand choices.

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DIMENTIONS OF CONSUMER !EHA+IOR

DIMENTIONS OF CONSUMER !EHA+IOR:-

Consumer behaviour is an interdisciplinary science and relatively emerged asa new fields of study in the mid to late 1@B@s. These new disciplines such as

applied psychology, social psychology, cultural anthropology, economics and

econometrics. Therefore, it is crucial to discuss various dimensions of consumer

behaviour in the contet of $ndian consumer.

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0) Con2u('r N''d2 n''d Moti3)tion: -Consumer needs are the basis of all modern

marketing. The key to company%s survival, profitability and satisfy unfulfilled

consumer needs marketers do not create needs through in some instances they may

make consumer more keenly aware of unfelt need. "otivation can be described as

the deriving force within individuals that impels them to action. The deriving force is produced by a state of tension eists as the result of

an unfilled need. "otivation is a need(included tension which eerts a push on

the individual to engage in behaviour that he eperts will gratify needs and thus

reduce tension. $ndividual strive both consciously to reduce this tension through

behaviour that they anticipated will fulfill their needs. Consumer motivation in

nature because their wants are frequently changing.

0% Con2u('r P24c5o6r)75ic2: -"arketing practitioner and consumer researchers

refer #sychographics, as lifestyle analysis or +$ -activity, interest and opinions/research. Consumer specific psychographics researches are related to consumer

personality, buying motives, interests, attitudes, beliefs and values, Services

specific psychographics researches are related to product attributes such as

consumer responses about products, brands or a specific consumption situation.

Con2u('r P'rc'7tion: -#erception is defined as the process by which an individual%s

selects, organi'es and interprets stimuli in to a meaningful and coherent manner.

Stimuli are sensory inputs include services, packages, brand names,

advertisements and commercials. Sensation receptors are the immediate and direct

response of the sensory organs that receive sensory inputs. Sensory is the

immediate and direct response of the sensory organs to simple stimuli.

L')rnin6 )nd con2u('r in3o&3'('nt: Consumer learning is the process of acquiring

the knowledge related to purchase and consumption information.

Con2u('r82 )ttitud'20 +ttitudes are epression of inner feelings that reflects whether

a person is favorably or unfavorably predisposed to some ob!ect, person or event.

+s an outcome of psychological process attitudes are not directly observable but must beinferred from what people say or do.

0c D'(o6r)75ic F)ctor2:6emographics influence buying behaviour both directly

and indirectly by affecting other attributes of individuals such as their personal

values and decision styles. There are contradictory conclusions about the effect of

age, income and gender for a particular service.

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+ge, age(groups, education level, income, occupation etc. Serves as various

dimensions, caste, age, family background, regional disparities in states,

linguistics difference, regional perception of class factor in affecting the social

status, all crucial role in determining the social status of an individual.

0d Econo(ic F)ctor2 : ;ealth, home ownership, number of earning members in a

family, house hold income, ependiture, rate of interest, inflation, economic

conditions and investment pattern are some of the economic factors have strong

influence on consumer purchase decision.

0' Socio-cu&tur)& 9)ctor2 : Con2u('r in ) 6rou7 )nd con2u('r r'9'r'nc' 6rou72:

+ group may be defined as two or more people who interact to accomplish

similar goals. Consumer relevant groups are family, friends, formal social groups,

shopping groups, consumer action groups, work groups, references groups etc.5our basis functions provided by the family are relevant to consumer behaviour

these include9 economic well(being, emotional( support, suitable family lifestyles

and family(member sociali'ation. Sociologists and researchers have strongly

favoured the concept of 5amily :ife Cycle -5:C/ ( a way to classify family units in

to significant groups. 5:C is a strategic tool for marketers to segment families in

terms of a series of stages spanning the life course of a family life cycle stages are

bachelorhood, parenthood, post parenthood and dissolution.

09 Con2u('r )nd t5'ir 2oci)& c&)22'2: Social class is defined as the division of

members of a society into a hierarchy of distinct status classes so that members of

each class have relatively the same status and members of all other classes have

either more or less status. Social class is more or less status. Social class is

measured in terms of social status of its members and comparison of members of

each social class with other social classes. Some of the variables of the social

class are occupation, income, educational level and property ownership etc.

Cu&tur' )nd Con2u('r %'5)3iour: Culture is a sum total of learned beliefs, values and

customs that serves to direct the consumer behaviour of a particular society. Subculture can be

thought as a distinct cultural group that exits as an identifiable segment within a larger and more

complex society.

06 Con2u('r )nd Con2u('ri2(: The word consumerism has many expressions depending on

who is using the term government, business, consumer groups, academicians and researchers.

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Consumerism is defined as a social movement of citiens and government to enhance the rights

and powers of buyers in relation to seller.

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METH ODS OF CUSTOMER RESEARCH

IN MARETIN"$

METHODS OF CUSTOMER RESEARCH IN MARETIN":-

There are a lot of different consumer behaviour research methods, for

eamples0 surveys, focus groups, interviews, storytelling, photography, pictures,

diaries, eperiments, fields eperiments, con!oint analysis, observations, purchase

panels, database marketing etc. "ost popular types of consumer researches are in(

house marketing research departments, eternal marketing research firms,

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advertising agencies, syndicated data services, retailers, research foundation


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Therefore the authors would li#e to apply correlation methods to the list of

consumer behavior%s analysis.

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FACTORS INFLUENCIN" !EHA+IOUR

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FACTORS INFLUENCIN" !EHA+IOR:-

"any authors have their own classification of factors what influence

consumer behaviour. 5or eamples, 6avid Fobber recommended such

classification(Technical, 8conomics, Social and #ersonal. Technical criteria are

related to the performance of the product or services and include reliability,

durability, comfort, and convenience. 8conomic criteria concern the impact that

the purchase makes on the persons perceived relationships with other people,

and the influence of social norms on the individual psychologically. Self image is

our personal view of us. Some people might view themselves as young, upwardly,

successful eecutives, and wise to buy a product that reflects that conception.In9&u'nc' o9 Soci)& En3iron('nt :-

The most important social influences are cultures, subcultures, social class,

family, and interpersonal or reference group influences. Culture refers to the

values, ideas, attitudes, and symbols that people adopt to the values, ideas,

attitudes, and symbols that people adopt to communicate, interpret, and interact as

members of society. $n fact, culture describes a society%s way of includes abstract

elements -values, attributes, ideas, religion/, and material elements -symbols,

buildings, products, brands/. The process of absorbing a culture is called

speciali'ation. $t continues throughout ones life and produces many specific

preferences for products and services, shopping patterns, and interactions with

others. +pplied to marketing and consumer behaviour, it is referred to as consumer

speciali'ation. +t the same time according to the author%s point of view the global

trends are connected with mi of cultures and lost of strict national traditions.

"any international events become a part of national celebrations.

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5or eample, )alloween day is not :atvian national celebration, but it becomes

usual. The concept of culture has two primary implications for marketing0 it

determines the most basic values that influence consumer behaviour patterns, and

it can be used to distinguish subscribes that represent substantial market segments

and opportunities.

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{CHAPTER ;}

INDI+IDUAL DIFFERENCES OF CONSUMER

!EHA+IOUR

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Indi3idu)& Di99'r'nc'2 :-

+ vast number of individual differences can influences consumer behaviour.

Some of the most important include personality, lifestyles and psychographics, and

motivation. #ersonality reflects a personality, lifestyles and response to his or her

environment. $t has been linked to person%s consistent response to his or her

environment. $t has been linked to differences in susceptibility to persuasion and

social influence and thereby to purchase behaviour. =eneral personality traits

related to consumer behaviour include etroversion, self( eastern, and dogmatism

aggressiveness.

$n addition to the environment and individual consumer characteristics,situational influences also affect consumer behaviour. Situational influences can

involve purchase for anticipated situations, such as special occasions, and

unanticipated occurrences, such as time pressures, unepected epenses, and

changed plans.

Situational store factors within the retail environment are also important.

These store conditions include physical layout, atmospherics, location, the

presence of others, the assistant of salespeople, and in(store stimuli.

+lthough marketers try to define groups of potential customers with common

attributes or interest, as a useful until for the formulation the marketing strategies,

it should not be forgotten that such groups or market segments are still made of

individuals who are different from each other. This section, therefore, looks at

aspects that will aspects that will affect an individual%s perception, and handling of

the decision processes, such as personality, perceptions, learning, motivation and

the impact of attitudes. The authors support idea that personality is very important

in consumer behaviour.

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=enerally person with her


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COMPAN, PROFILE

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COMPAN, PROFILE

&ndian 'il Corporation (&ndian'il) is &ndia*s largest commercial enterprise, with a sales turnover

of +s. ,,/0 crore (1S2 /3./ billion) and profits of +s. ,4/3 crore for the year 45-5. &t is

also the leading &ndian corporate in5ortuneGsprestigious *6lobal * listing of the world*s largest

corporates, ran#ed at the !0thposition for the year 45. "s &ndia*s flagship national oil company,

with a 33,-strong wor#-force currently, &ndian 'il has been meeting &ndia%s energy demands

for over half a century. 7ith a corporate vision to be *The 8nergy of &ndia* and to become *"

globally admired company,*

&ndian 'il*s business interests straddle the entire hydrocarbon value-

chain - from refining, pipeline transportation and mar#eting of petroleum products to exploration 9

production of crude oil 9 gas, mar#eting of natural gas and petrochemicals, besides forays into

alternative energy and globalisation of downstream operations.

aving set up subsidiaries in Sri ;an#a,


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Downstream Majors

IndianOil accounts for nearly half of India's petroleum products market share, 31% national refining

capacity (together with its subsidiary Chennai etroleum Corporation !td", or CC!#, and $1%

downstream sector pipelines through capacity"

he IndianOil &roup owns and operates 1 of India's refineries with a combined refining capacity

of )*"$ ++ (million metric tonnes per annum#, i"e", appro-" 1"31 million barrels per day" he 1*.

++ refinery under commissioning at aradip on the east coast will raise the capacity to o/er 0

++"

he Corporation's cross.country pipelines network, for transportation of crude oil to refineries and

finished products to high.demand centres, spans o/er 11, km" ith a throughput capacity of

0"2 ++ for crude oil and petroleum products and "* ++4C+5 for gas, this network meets

the /ital energy needs of the consumers in an efficient, economical and en/ironment.friendly

manner"

he Corporation has a portfolio of leading energy brands that includes Indane !& cooking gas,

4678O lubricants, 9776+I:+ petrol, 97+I!6 diesel, 7O6! petrochemicals, etc"

;esides IndianOil, both 4678O and Indane ha/e earned the co/eted 4uperbrand status"

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Countrywide Reach

IndianOil's network of o/er 23, customer touch.points reaches petroleum products to e/ery nook

and corner of the country" hese include o/er 2,2 petrol < diesel stations, including ), =isan

4e/a =endra outlets (=4=s# in the rural markets" he Corporation has a )*% share of the bulkconsumer business, and almost ),2 dedicated pumps are in operation for the con/enience of

large./olume consumers like the defence ser/ices, railways and state transport undertakings,

ensuring products and in/entory at their doorstep" hey are backed for supplies by 13) bulk storage

terminals and depots, 0 a/iation fuel stations and 1 !& bottling plants"

Indane !& cooking gas reaches the doorsteps of 0"0 crore households in about 3,)2 markets

through a network of $,32 distributors" IndianOil's /iation 4er/ice commands a )3")% market

share in a/iation fuel business, ser/ing national and international flag carriers, pri/ate airlines and

the Indian defence ser/ices" 5uring the 9II lan period (1.1$#, the Corporation is in/esting 7s"

*), crore in a host of pro>ects that include augmentation of refining capacity, e-pansion of

petrochemicals infrastructure, and building the 6


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Cutting-Edge R&D

IndianOil's sprawling 7


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New Businesses

IndianOil is the second largest player in the domestic petrochemicals market, besides e-ports to

about ) countries" he Corporation offers a full slate of petrochemical products and intermediates

under the brand name 7O6!"

IndianOil made its big.ticket entry into petrochemicals with the commissioning of the country's

largest !; (!inear lkyl ;enGene, used in the production of detergents# plant at its =oyali 7efinery

in ugust 2" n integrated 9E (ara-yleneEurified erephthalic cid# comple- came up at

anipat in aryana in )" he plant is the single largest unit in India, with a world.scale

capacity of *,*3, +, and produces polyester intermediates" world.class Daphtha Cracker

with downstream polymer units, set up at anipat in 1, is the largest operating cracker capacity

in India producing polymer (plastics# intermediates" ?*@

o further consolidate its presence in the petrochemicals business, IndianOil is setting up a

polypropylene plant and an ethylene glycol plant at its aradip 7efinery"

s part of its 6-ploration < roduction portfolio, IndianOil has participating interest in 1 domestic

and se/en o/erseas blocks" Out of the 1 domestic blocks, the Corporation is the operator (with

1% participating interest# in two onshore e-ploration blocks in the Cambay ;asin, and holds non.

operating participating interest ranging from % to 23"*% in the remaining eight" he se/en

o/erseas blocks are located in !ibya, &abon, Digeria, Hemen, 8eneGuela, Canada and :4"

IndianOil took up natural gas marketing in 2" 4ince then, the Corporation has e-panded its

customer base significantly by le/eraging its inherent strengths and countrywide reach" Its inno/ati/e

'!D& at the doorstep' initiati/e has benefited bulk users located away from gas pipelines"

IndianOil is co.promoter of !! (etronet !D& !td"#, which has set up !D& (!iFuefied Datural &as#

import terminals at 5ahe> < =ochi, and has marketing rights for 3% of the !D& procured by !!" It

is also in the process of sourcing more Fuantities of !D& directly to meet the increasing domestic

reFuirements, and is setting up a *.++ terminal at 6nnore near Chennai for !D& imports"

IndianOil currently operates city gas distribution networks in gra and !ucknow through &reen &as

!td", its >oint /enture with &I! (India# !td" 4imilar networks are coming up at llahabad and

Chandigarh, to be followed by 6rnakulam, 5aman and anipat" Aurthermore, in consortium with

&4C, C! and ;C!, IndianOil has won bids for laying gas pipelines from +alla/aram to

;hilwara and 8i>aypur /ia ;hopal, from +ehsana to ;hatinda, and from ;hatinda to ammu and

4rinagar" he Corporation has also formed a consortium with +Es" dani &as !td" to de/elop city gas

distribution networks on a pan.India basis" ?)@

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Green Energy Initiatives

IndianOil has ambitious plans to broaden its energy basket with alternati/e energy options such as

wind, solar, bio.fuels and nuclear power"

ind power systems to the tune of )"3 + ha/e been installed in the 4tates of &u>arat and ndhra

radesh" *.+ grid.connected solar power plant at 7awra, 7a>asthan, is operational since 1"

4olar power systems of about k ha/e also been installed at /arious IndianOil installations and

offices across the country" 4teps are underway to set up an additional + of wind power and )

+ of solar power systems"

s a ma>or initiati/e in reducing carbon emissions, the Corporation has so far con/erted o/er ,)

fuel stations to operate on solar energy"?$@he cumulati/e capacity of 0") + from these solar photo.

/oltaic power systems, with an annual generation capacity of 13 lakh units, has carbon emission

reduction potential of 0,* tonnes per year" IndianOil's e-tensi/e retail network in rural areas was

le/eraged to sell o/er 1"2 lakh rechargeable solar lanterns to help replace the traditional kerosene

wick lamps in rural households which are not yet connected to grid power"

IndianOil has the largest capti/e plantation J co/ering 0, hectares J for bio.fuel production in

India in the 4tates of Chhattisgarh, +adhya radesh and :ttar radesh" o straddle the complete

bio.fuel /alue chain, IndianOil has formed two >oint /entures, IndianOil C765 ;iofuels !td" and

IndianOil 7uchi ;iofuels !!" Currently, ethanol production from lignocellulosic sources such as rice

straw, cotton stalk, bamboo, etc", is also being acti/ely e-plored"?0@

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Partnering Communities

s the flagship public sector enterprise of India, IndianOil has successfully combined its corporate

social responsibility agenda with its business offerings, meeting the energy needs of millions of

people e/ery day, across the country . from =ashmir in the north to =anya =umari in the south, from=utch in the west to =ohima in the east"

;esides, the Corporation partners communities in which it operates by supporting innumerable

initiati/es connected with health, family welfare, education, en/ironment protection, pro/ision of

potable water, sanitation, and empowerment of women and other marginalised groups" IndianOil has

always been in the forefront in times of national emergencies, and IndianOileople ha/e time and

again rallied to help /ictims of natural calamities by maintaining uninterrupted supply of petroleum

products, and contributing to relief and rehabilitation measures in cash and kind"

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{CHAPTER


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$nitially model analysis was carried out to estimate the natural frequencies of

the system. 5irst 1@ models were etracted in this analysis. +cceleration was

measured at different locations. Sensor location on were chosen such thatmaimum sensitive was observed. The measured acceleration peak value on the

fender at base locations were in turn used for the 5requency *esponse analysis in

optistruct.

M)r='tin6 Str)t'64 )nd Cu2to('r !'5)3ior

0i M)r='tin6 An)&42i2

0) Consumer

0% Company

0c Competition

0d Condition

0ii M)r='tin6 S'6('nt)tion

0' &dentification product received results

09 6roup customers with similar need sets

06 >escribe each group

05 Select target mar#et0iii M)r='tin6 Str)t'64

0i ?roduct

0> ?rice

0= >istribution

0& Communication

0( Service

0i3 Con2u('r D'ci2ion Proc'22

0n ?roblem +ecognition

0o &nformation Search-internal, external

07 "lternatives evolution

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0? ?urchase

0r 1se

02 8volution

03 Outco('2

0t Customer Satisfaction

0u Sales

03 ?roduct images

The figure shows the consumer life style in the centre of the circle. The

consumer and his life style is influenced by a number of factors shown all around

the consumer. These are culture, subculture, values, demographic factors, social

status, and reference groups, house hold and also the internal make up consumer,

which are a consumer%s emotions, personally motives of buying, perception and

learning. Consumer is a lead to the formation of attitudes and needs of the

consumer.

Then follows the process of decision making as shown in the rectangle which

consists of the problem recognition, information search -which is both internal and

eternal/ than the evaluation and selection procedure, and finally the purchase and

use of the product the customer may be satisfied or dissatisfied with the product.

This is known as post purchase behaviour. The eisting situation also play an

important role in the decision making process. The dotted line shows the feedback.

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CURRENT TRENDS

IN

CONSUMER !EHA+IOR

CURRENT TRENDS IN CONSUMER !EHA+IOR:-

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+ historical perspective shows that a consumer orientation developed

out of economic necessity in the 1>?@s. ;ith the advent of buyer%s market,

marketing managers or sales manager began to identify consumer needs in a

competitive environment and to gear marketing strategies accordingly. + better

understanding of consumer needs, perception, attitudes, and intentions became

necessary. Current trends suggests that marketers must continue to be sensitive to

change in consumer needs, demographic characteristics and lifestyles in order to

develop effective marketing strategies. Three changes in particular are likely to

have an impact on marketers.

1. + greater value orientation on the part of consumers

2. =reater interest in and access to information on products and

services.

3. The desire for more customi'ed product

"arketing firms need some systematic basis for collecting information. "ost

have a marketing information system designed to provide data on what consumers

do and why. Such information system designed to collect both secondary data

-eisting data from published sources or company records/ and primary data -data

collected by the company to its answer its questions/.

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PERSONAL INFLUENCE

ON

CONSUMER !EHA+IUOR

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PERSONAL INFLUENCE ON CONSUMER !EHA+IUOR:-

#ersonal influence is the best described as the effect or change in a person%s

attitudes or behaviour as a result of communication with others. $t can occur in a

number of ways. The following distinction can be made to indicate the

multidimensional nature of this communicating phenomenon0

1. Communicating leading to influence may be source(initiated -by the

influence/ or recipient(initiate -by the influence/.

2. Communication may result in one(way or two way influences. That is, the

individual may influence while being influenced.

3. Communication resulting in influence may be verbal or visual -+ccording to*obertson 1>D191>D@/.

#ersonal $nfluence is frequently used synonymously with the term word of

mouth advertising or communication. Since word of mouth is oral

communication, it is actual subset of personal influence. #romotional activities

conducted by the marketer are not the only or necessarily the most important

influences on purchasing behaviour.

There is evidence that favorable word(of(mouth communication can actually

have more influence than the huge sums spent on advertising. Consequently, many

companies advertise little and depend instead, on word(ofHmouth promotion.

;hether for durable goods or nondurable, products or services, word(ofHmouth

advertising has a big impact.

The marketer frequently tries to create a synthetic or simulated word(of(

mouth program by using celebrities in advertising campaigns. These spokes people

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enter our home via the media and speak to us as if it were a one(to one

conversation. This simulated personal influence may nevertheless by very effective.

$t is clear that personal influence( whether actual or synthetic(can be quite

convincing. The marketer is vitally interested in this process because a product%s

success appears dependent on it. $t is very important, therefore, that mostly

favorable, not unfavorable, communications take place.

Therefore, it is very important to marketers to manage the personal influence

and word(of(mouth communications process effectively. ;hy is the word(of(mouth

communication so strongI There seem to be three main reasons for its dominant

position in relation to impersonal media0

1. Consumers view word(of(mouth as reliable and trustworthy information which

can help people to make better buying decisions.

2. $n contrast to the mass media, personal contacts can provide social support and

give a stamp of approval to a purchase.

3. The information provided is often backed up by social(group pressure to force

compliance with recommendations. -+rndt 1>BD9 2?/

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CONCLUSION

CONCLUSION :-

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+s mentioned in the beginning it is impossible to defineCONS!"R #"$"%IOR&in quantitative parameters, what $ have tried is to

developed and understanding the consumers thought process and his reaction

when eposed to different products under different conditions.

+s a marketer it imperative to understand what the consumer%s

epectations are form a product, and how he will react to marketing initiative by

you or your team. To understand consumers reactions one must consider various

factors that influence the consumer%s mindset H both, within our control and the

ones not under our control. +n acute understanding of these influences can go a

long way in successfully marketing a product.

;e began with the consumer reali'ing that there is a need, then he

takes action to fulfill the need, that makes a purchase to fulfill his desire.

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!I!LIO"RAPH,

'e(t #oo)s :-

Im*act of Cons+mer In,ol,ement on Cons+mer #eha,io+r b

a,ita Sharma.

#aran/ 0al)a/ Str+n) 1234/ C+stomer Relationshi*

!anagement/ So+th-5estern Cengaga 6earning In7ia Pri,ate

6imite7/ Ne8 9elhi.

#ra/ .$./ an7 !a(8ell/ S. ".1;nalsis of

%ariance.

Cons+mer #eha,io+r- 9namics of b+il7ing bran7 e?+it 5rittenb !iss. Soma Sen 0+*ta.

5"#SI'"S :-

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888.balancesheet2;@mahacement.co.in

888.sli7eshare.com

888.cons+merbeha,io+r.co.in

888.c+stomerrelaionshi*.in

888.in7ian oil.co.in
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