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Problem Definition: Management Decision Problem- To stop the
decline in market share in the oil changemarket and increase patronage
Market Research Problem- To determine theconsumer preferences and factors and theirrelative importance in selectingan oil changeoutlet.
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Who is our target market?1) Basic Consumer set
x Residents within 5 mile radius.
x Low priced service.
x Vehicle not in Warranty.
2) High profile consumer set Prefer quality over price Can pay extra foradditional
services and frills
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When are they planning service?1) Basic Consumer set
x On every 5000-10000 kms.
x Mostly on weekends orafter hours.
2) High profile consumer set N
ot limited to 5000-10000 kmscap. Mostly grounded on their
convenience.
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Why will they come to you?1) Basic Consumer set
x Price driven
x Stress on Value delivered
2) High profile consumer set Preferred fast, reliable services. The process must be
convenient.
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What is their choice?1) Basic Consumer set
x Efficient and precise service.
x Effective and accurate measures to be
followed.
2) High profile consumer set Preferred clean service. Attitude of staff must
be professional.
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Where will they go?1) Basic Consumer set
x Low price services with some brand imageattached.
x Must be near home or work place.
2) High profile consumer set Preferred convenience. Close to home or work
place.
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How to attract?1) Basic Consumer set
x Low price and resistant to extra services.
x Wal-Mart was preferred initially.
2) High profile consumer set Least concern for price. Fast and effective.
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Place: Same for both the profiles Product:
Oil change for basic consumers.
20 point checkand other similar programs tocheck vehicles in a single run.
Price: Competitor comparison eg.
Wal-Mart at $12.95. Least concern for prices.
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Promotion:
Special discount coupons in newspapers
and family journals. Placing of advertisement on front pages or
on business pages of newspaperemphasizing on fast, reliable and convenient
service.
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Dear Respondent,
Your opinion is valuable to us and we
would like to know your views regardingthe services offered by Delta outlet. Wewould appreciate if you can take sometime to share your views/opinion. Youropinion would serve us in enhancing ourdeliverables and services.
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Respondent Information:
Name:______________________
Postal Code:________
(L3K, L3L, L3J, L3M, L3A, L3B, L4M, L4N, L4Y, L4M, L4O, L4S,L4R)
Email ID:___________ @ __________ . _____
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1) What vehicle do you own(TickMultiple ifmore than one types) :
Passenger Car SUVs Mini Van LightTruck Others
2) Do you, yourself oil your vehicle?
YES NO
*if answer is yes kindly go to Question no 4
3) Where do you get your vehicle oiled ?
MASS MERCHANDISERS CAR DEALERS QUICK
LUBE
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4) What brand of oil you prefer?
SHELL ESSO PETRO CANADA QUAKER
STATE
If Any other Please mention_________________________
5) Have you everget your vehicle serviced
at Delta Oil Outlet?YES NO
6) Rate the service: 1-worst 5-best
1__ 2__ 3__ 4__ 5__
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7) When had you last serviced your vehiclein any of the outlet:
Last Week or EarlierA Week Before
Before a month
Before 2 monthsSix Months or more
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8) Which Quick lube outlet was used for ( Inreference to Q3)
Delta Oil
The lube Master
Lube & Drive
Lube Doctor
Esso Quick Lube
Lube n Go
Any Other, please specify ___________
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9) Rate the service given by the outletspecified in question 8(1-worst 5-best)
__ 1 __ 2 __ 3 __ 4 __ 5
10) What was the bill amount that you paidfor the servicing in the Quick lube outlet (In$):Less than 10
11-15
16-2021-25
26-30
more than 30
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11) You change the oil of your vehiclewhen it has travelled :
< or = 5000
5001-6000
6001-7000
7001-9000
9001-13000
After 13000 kms
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12) Rate the behaviour that most suits you:
1---------- I regularly change the oil
2---------- I try to change it regularly
3---------- Neither I regularly changenor seldom
4---------- Occasionally5---------- I seldom change it
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13) How many minutes would you like togive for your vehicle to be oiled :
Less than 5
6-10
11-15
16-20
21-25
26-31
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14) Please rate the following statements to indicate what a GOOD QUALITYoil change means to you?Strongly Agree Strongly Disagree5-------- 4-------- 3------- 2-------- 1
a) a broad choice of oil types & brands __ __ __ __ __
b) perceived improvement in theperformance of my car __ __ __ __ __
c) job done quickly __ __ __ __ __
d) cleanliness __ __ __ __ __
e) a thoroughly inspection andinform me of possible problems __ __ __ __ __
f) no pressure to purchase additional
products/ services __ __ __ __ __
g) others, please specify: ___________________________________________.
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15) Rate the followingamenities :Free Newspaper Extremely Imp 1---------2-------3--------4--------5Not ImpAbility to shop while Extremely Imp 1---------2-------3--------4--------5Not ImpFree Coffee Extremely Imp 1---------2-------3--------4--------5
Not ImpAbility to stay in your car while it is being serviced
Extremely Imp 1---------2-------3--------4--------5Not ImpComfortable waiting room
Extremely Imp 1---------2-------3--------4--------5Not ImpMagazines
Extremely Imp 1---------2-------3--------4--------5Not ImpTakeaways for children
Extremely Imp 1---------2-------3--------4--------5Not Im
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16) What additional amenities would u like to have while yourvehicle is being serviced
Please Specify _______________________
17) How will you rate our staff members?a) friendly and professional ____
b) courteous ____ c) knowledgeable ____d) helpful ____e) trustworthy ____f) clean, neat/ well dressed ____ g) others, please specify: __________________________.
18) At what time you will prefer to get your vehicle get services?day___________ time_________am/pm
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19) Which section of newspaper youread? (Answer in Yes orNo)
Front page ________ Front and Back page ________
Sports column ________
Business page ________
Local news ________
Classifieds ________
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20) What is yourage group?20-30 _____30-40 _____
40-50 _____50-60 _____60 or more _____
21) Gender: Male _______ Female _______22) What is your yearly income(approximate)?
____ $35000
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