CUSTOMER SATISFACTION SURVEY ON XTRACARE RETAIL OUTLETS OF IOCL

NIKITA BANSAL (3511010467)

CUSTOMER CARE SURVEY ON XTRACARE RETAIL OUTLETS OF IOCL

Submitted To: Mr. Raja Muni Tamrakar Chief Divisional Retail Sales Manager IOCL, Kanpur Ms. P Celina Assistant Professor SRM School of Management SRM University, Chennai

ACKNOWLEDGEMENT
Industrial training is an integral part of any management program. I feel extremely lucky that I got the opportunity to do the training in one of the largest and most popular oil sector company, Indian Oil Corporation Limited. I take the opportunity to express my gratitude to all of them, who helped me to accomplish this challenging project in Indian Oil Corporation Limited. I wish to express my deepest sense of gratitude towards our respected mentor, Mr. Raja Muni Tamrakar, Chief Divisional Retail Sales Manager. I have received enormous inputs and inspiration in various stages of our project from them. I also extend my heartiest thanks to my project guide Ms. P Celina , Assistant Professor, SRM School of Management, Chennai for gracing my knowledge that I could see the completion of this training. I am grateful to our respected dean Dr. Jayshree Suresh for her everlasting support and guidance. Finally without the blessing of God almighty and moral support of my family members, it would not have been possible to complete the dissertation successfully.

BONAFIDE CERTIFICATE

It is Certified That, This Project report Titled RETAIL MAPPING AND CUSTOMER SATISFACTION SURVEY ON XTRACARE RETAIL OUTLETS OF IOCL

Is the Bonafide work of Ms. NIKITA BANSAL who carried out the project under my supervision. Certified further, that to the best of my knowledge the work Reported herein does not form part of any other project reported or dissertation On the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

----------------------------------------(Ms. P Celina) ASST. PROFFESOR Project Guide

----------------------------------Dr. JAYSHREE SURESH DEAN (MBA)

-----------------------------------External Examiner

DECLARATION I, the undersigned do hereby declare that the project report entitled RETAIL

MAPPING AND CUSTOMER SATISFACTION SURVEY ON XTRA CARE RETAIL OUTLETS OF IOCL, KANPUR written and submitted by undersigned students as work conducted under the guidance of Ms. P CELINA, ASST.PROFESSOR in partial fulfillment of the requirement for the award of Degree of Master of Business Administration program of the SRM SCHOOL OF MANAGEMENT.

The empirical findings in this report are based on the data collected by me. The matters included in this project are not a reproduction from any source. We further declared that any part this project itself has not been submitted elsewhere for Award of any degree.

NIKITA BANSAL

PLACE: Chennai DATE-

OBJECTIVE OF THE PROJECT

The objective of the survey was to study the customer satisfaction level for XTRACARE brand of IOCL. The purpose behind the survey was to know the awareness level of customers about XTRACARE services provided at the retail outlets like Quality and Quantity, Value added services, Marshalling, Prompt and Fast Services, Fast Billing, Windshield wiping facility, Air filling, Toilets, drinking water, Vehicle check up, Pollution check, Convenience Stores, etc. Also, to study the impact of the XTRACARE retail outlets of Indian Oil Corporation Limited for Branded Fuel in the petroleum retail sector and suggest ways to improve their effectiveness and to find out the scope for their broader implementation.

CH HAPTER 1 INTR RODUCTIO ON

Indian Oil O Corpora ation Limit ted, or Indian Oil is an n Indian sta ate-owned oil o and gas corporat tion with its s headquart ters in New w Delhi, India. The com mpany is the e world's 98 8th largest public p corpo oration, acc cording to th he Fortune Global 500 0 list, and th he largest public co orporation in i India whe en ranked by b revenue.IndianOil and a its subs sidiaries account for a 47% share in the e petroleum m products market, 34 4% share in refining capacity y and 67% downstream d m sector pip pelines cap pacity in Ind dia. The Ind dianOil Grou up of Compan nies owns and a operate es 10 of Ind dia's 21 refin neries with a combined refining capacity y of 65.7 million metric c tons per year. The Pr resident of India owns s 78.92% (1.9162 billion shar res) in the company. c In n FY 2011 IOCL sold 64.1 million n tons of petroleu um products s and repor rted a PBT of 90.96 billion, b and the Govern nment of Ind dia earned an a excise duty d of 257 7.899 billion n and tax of o 16,500 million. m It is one of the five Maharat tna status companies c of India, ap part from Co oal India Limited, NTP PC Limited, Oil and Natural Gas Corporation and Steel Authority A of f India Limit ted[3] Indian Oil O operates s the largest and the widest w netwo ork of fuel stations s in the t country, numberi ing about 19,463 (15,9 946 regular r ROs & 3,5 517 Kissan Sewa Kend dra). It has also started Auto A LPG Dispensing D Stations (A ALDS). It su upplies Inda ane cooking g gas to ove er 62.4 million househ holds throug gh a netwo ork of 5,456 Indian dist tributors. In n addition, Indian Oils O Resear rch and Dev velopment Center (R& &D) at Farid dabad supp ports, develops and prov vides the ne ecessary te echnology solutions s to o the operat ting division ns of the corporat tion and its customers s within the country and abroad.

VISION OF IOCL
A major diversified, trans-natio onal, integr rated energ gy company y with nation nal leadership and a st trong enviro onment con nscience, pl laying a nat tional role in oil security and public distribution.

COMPETITORS OF IOCL
Indian Oil Corporation has two major domestic competitors, Bharat Petroleum and Hindustan Petroleum. Both are state-controlled, like Indian Oil Corporation. There are two private competitors, Reliance Industries and Essar Oil.

OBJECTIVES
To serve the national interests in oil and related sectors in accordance and consistent with Government policies. To ensure maintenance of continuous and smooth supplies of petroleum products by way of crude oil refining, transportation and marketing activities and to provide appropriate assistance to consumers to conserve and use petroleum products efficiently. To enhance the country's self-sufficiency in crude oil refining and build expertise in laying of crude oil and petroleum product pipelines. To further enhance marketing infrastructure and reseller network for providing assured service to customers throughout the country. To create a strong research & development base in refinery processes, product formulations, pipeline transportation and alternative fuels with a view to minimizing/eliminating imports and to have next generation products. To optimize utilization of refining capacity and maximize distillate yield and gross refining margin. To maximize utilization of the existing facilities for improving efficiency and increasing productivity. To minimize fuel consumption and hydrocarbon loss in refineries and stock loss in marketing operations to effect energy conservation. To earn a reasonable rate of return on investment. To avail of all viable opportunities, both national and global, arising out of the Government of Indias policy of liberalization and reforms. To achieve higher growth through mergers, acquisitions, integration and diversification by harnessing new business opportunities in oil exploration & production, petrochemicals, natural gas and downstream opportunities overseas. To inculcate strong core values among the employees and continuously update skill sets for full exploitation of the new business opportunities. To develop operational synergies with subsidiaries and joint ventures and continuously engage across the hydrocarbon value chain for the benefit of society at large.

IOCL PRODUCTS IN THE MARKET

Servo

Indian Oils SERVO is the brand leader among lubricants and greases in India and has been conferred the Consumer Super brand status by the Superbrands Council of India. With over 500 commercial grades and 1,500 formulations encompassing literally every conceivable application, SERVO serves as a one-stop shop for complete lubrication solutions in the automotive, industrial and marine segments. Recognised for cuttingedge technology and high-quality products, SERVO is backed by Indian Oils worldclass R&D and an extensive blending and distribution network. In the retailing segment, besides Indian Oil petrol stations, SERVO range of lubricants is available through a network of SERVOXPRESS stations, bazaar outlets and thousands of auto spare parts shops across the country. SERVOXPRESS vehicle servicing centers are one-stop shops for quick, easy and convenient auto care, offering a refreshing experience to motorists. Opened in convenient locations like malls, petrol pumps or as stand-alone units, SERVOXPRESS stations have facilities for engine oil change, tyre & battery check-ups,air-conditioner service, vacuum cleaning, perfuming,upholstery cleaning, polishing, lamination installation, etc., besides replacement of minor parts for two and four-wheeler vehicles. Lubrication is the art of reducing friction between rubbing or rolling surfaces. In the recent past two terminologies have gained currency - Tribology, the science of Rubbing; Rheology, the study of stream or flow. The earliest knowledge of lubrication is evident from grease lubricated chariot wheels excavated from the ruins. The rapid development of this science can be said to have started from the 18th century, with significant technological progress in commercial usage in the 20th century. Most lubricants are liquids. Water is a natural lubricant but has extremely limited application due to its very low viscosity and very low boiling point, besides its contribution to rusting and corrosion.

Vegetable oils have excellent lubrication properties but have very poor oxidation stability, high pour point, rapid thickening and may even let out foul odours in time. Most of the liquid lubricants used at present all over the world are petroleum-based mineral oils

INDANE LPG

Indane is today one of the largest packed-LPG brands in the world and has been conferred the coveted Consumer Super brand status by the Superbrands Council of India. Having launched LPG marketing in the mid-60s, Indian Oil has been credited with bringing about a kitchen revolution, spreading warmth and cheer in millions of households with the introduction of the clean and efficient cooking fuel. It has led to a substantial improvement in the health of women, especially in rural areas by replacing smoky and unhealthy chulha. Indane is today an ideal fuel for modern kitchens, synonymous with safety, reliability and convenience. With the status of an exclusive business vertical within the Corporation, the Indane network delivers 1.2 million cylinders a day to the doorsteps of over 53 million households, making Indian Oil the second largest marketer of LPG globally, after SHV Gas of The Netherlands. Indane is available in compact 5 kg cylinders for rural, hilly and inaccessible areas, 14.2 kg cylinders for domestic use, and 19 kg and 47.5 kg for commercial and industrial use.

INDIAN OIL AVIATION SERVICES

Indian Oil Aviation Service is a leading aviation fuel solution provider in India and the mostpreferred supplier of jet fuel to major international and domestic airlines. Between one sunrise and the next, Indian Oil Aviation Service refuels over 1500 flights from the bustling metros to the remote airports linking the vast Indian landscape, from the icy heights of Leh (the highest airport in the world at 10,682 ft) to the distant islands of Andaman & Nicobar. Jet fuel is a colorless, combustible, straight-run petroleum distillate liquid. Its principal uses are as jet engine fuel. The most common jet fuel worldwide is a kerosene-based fuel classified as JET A-1.The governing specifications in India are IS 1571: 2001 (7th Rev). Indian Oil is India's first ISO-9002 certified oil company conforming to stringent global quality requirements of aviation fuel storage & handling. Indian Oil Aviation also caters to the fuel requirements of the Indian Defence Services, besides refueling VVIP flights at all the airports and remote heli-pads/heli-bases across the Indian subcontinent. Indian Oil Aviation group regularly organizes International Aviation conferences that act as a vital information facilitator with participation from leading international and all domestic airlines, allied industries, statutory aviation authorities and government agencies from over 35 countries. Indian Oil is the only oil company in India to market the widest possible range of fuels used by the aviation industry in India- JP-5, Avgas 100LL, Methanol Water Mixture, Jet A-1 and aviation lubricants, etc. Aviation Turbine Fuel (ATF) is dispensed from specially designed refuellers, which are driven up to parked airplanes and helicopters. Major airports have hydrant refuelling systems that pump the fuel right up to the filling outlets on the tarmac through underground pipelines for faster refuelling. Essentially, ATF is pumped into an aircraft by two methods: Overwing and Underwing. Overwing fuelling is used on smaller planes, helicopters, and piston-engine aircraft and is similar to automobile fuelling - one or more fuel ports are opened and fuel is pumped in with a conventional pump. Underwing fuelling, also called

single-point is used on larger aircraft. To ensure that you receive the best service, every one of our 101 AFSs follows specific quality audits based on a Quality Control Index System benchmarked to global standards. In addition, 15 Quality Certification Laboratories provide complete specification tests roundthe-clock. Ensuring that these standards are always upheld, there is a back up of a highly skilled, qualified and dedicated team of officers and refueling crew. IndianOil has a strategic partnership with Air BP, the world leader in aviation business. IndianOil regularly organizes seminars, symposiums and workshops to constantly interact with its partners, which apart from being a two-way channel of communication, helps us to stay abreast with advances in technology.

AUTO GAS

Auto Gas (LPG) is a clean, high octane, abundant and eco-friendly fuel. It is obtained from natural gas through fractionation and from crude oil through refining. It is a mixture of petroleum gases like propane and butane. The higher energy content in this fuel results in a 10% reduction of CO2 emission as compared to MS. Auto Gas is a gas at atmospheric pressure and normal temperatures, but it can be liquefied when moderate pressure is applied or when the temperature is sufficiently reduced. This property makes the fuel an ideal energy source for a wide range of applications, as it can be easily condensed, packaged, stored and utilized. When the pressure is released, the liquid makes up about 250 times its volume as gas, so large amounts of energy can be stored and transported compactly. The use of LPG as an automotive fuel has become legal in India with effect from April 24, 2000, albeit within the prescribed safety terms and conditions. Hitherto, the thousands of LPG vehicles running in various cities have been doing so illegally by using domestic LPG cylinders, a very unsafe practice. Using domestic LPG cylinders in automobiles is still illegal. The fuel is marketed by Indian Oil under the brand name Auto Gas "Indian Oil has setup 346 Auto LPG Dispensing Stations (ALDS) covering 189 cities across India." Auto Gas impacts greenhouse emissions less than any other fossil fuel when measured through the total fuel cycle. Conversion of petrol to Auto Gas helps substantially reduce air

pollution caused by vehicular emissions. The saving on account of conversion to Auto Gas in comparison to petrol is about 35-40%. Low filling times and the 35-40% saving is a reason enough for a consumer to convert his vehicle to Auto Gas.

XTRAPREMIUM PETROL

XTRAPREMIUM petrol is a much sought-after fuel among discerning motorists who are in many ways emotionally attached to their wheels. The Clean and Keep Clean function of the super cleanser additive in XTRAPREMIUM reduces deposits at the port fuel injector, intake valve and controls combustion chamber deposits to maintain "like new" performance of the vehicle. Regular use of XTRAPREMIUM gives the vehicle a superior pick-up, smoother drive, better mileage and lower emission. XTRAPREMIUM is designed not only to optimize performance of new generation vehicles but also rejuvenate old vehicles to perform better. Little wonder, Indian Oils XTRAPREMIUM petrol is the largest selling branded petrol in India

XTRAMILE SUPER DIESEL

L Indian Oils XTRAMILE Super Diesel, the leader in the branded diesel segment, is blended with world-class multi-functional fuel additives. Commercial vehicle owners choose XTRAMILE because they see a clear value benefit in terms of superior mileage, lower maintenance costs and improved engine protection. A growing section of customers who own diesel automobiles, both in the lifestyle and passenger category, prefer XTRAMILE as a fuel for its added and enhanced performance. XTRAMILE has brought in a huge savings in the high mileage commercial vehicles segment. Transport fleets that operate a large number of trucks crisscrossing the country are using XTRAMILE to benefit from higher mileage and reduced maintenance costs.

XTRAPOWER FLEET CARD

The XTRAPOWER Fleet Card program is a complete smart card-based fleet management solution for fleet operators and Corporate for cashless purchase of fuels and lubes from designated retail outlets of Indian Oil through flexible prepaid and credit facilities. The fleet card program also offers an exciting rewards program and unique benefits like personal accident insurance cover and vehicle tracking facilities. In just \under two years oits launch, Indian oils XTRAPOWER Fleet Card has emerged as the largest fleet card in the country with widest retail outlet.

SUPERIOR KEROSENE OIL

Kerosene are distillate fractions of crude oil in the boiling range of 150-250C. They are treated mainly for reducing aromatic content to increase their smoke point (height of a smokeless flame) and hydrofining to reduce sulphur content and to improve odour, color & burning qualities (char value). Kerosene is used as a domestic fuel for heating / lighting and also for manufacture of insecticides/herbicides/fungicides to control pest, weeds and fungi. Since kerosene is less volatile than gasoline, increase in its evaporation rate in domestic burners is achieved by increasing surface area of the oil to be burned and by increasing its temperature. The two types of burners which achieve this fall into two categories namely vaporizers & atomizers.

Swagat

The Swagat retail network are large format sites designed exclusively to cater to travelers on the highways. With spacious parking lots, dhabas, eateries, retail stores and restroom, the Swagat outlets provide customized services to owners of both light motor vehicles as well as heavy motor vehicles

XTRAWARDS LOYALTY PROGRAM

Indian Oil XTRAREWARDS is Indias first on-line rewards program that seeks to inculcate the habit of redeeming points. The loyalty program rewards customers paying by cash, credit and debit cards. Each transaction is confirmed on-line through a charge slip and customers can earn points on fuel/lube purchases at participating Indian Oil Retail Outlets. Additional points can also be earned outside the Indian Oil network, covering prominent FMCG, Food, Automobile, Travel, Entertainment, Apparel and Hospitality Sectors.

XTRACARE

XtraCare strategy was launched in December 2004. Indian Oils XtraCare branded fullservice petrol stations are a result of a series of processes in retail design, product and service upgradation, capability training, automation, loyalty programmes, retail site management techniques all benchmarked to global standards. Today XtraCare petrol stations are synonymous with world-class petroleum retailing.

Complete vehicle care begins at an Indian Oil XtraCare petrol pump. From branded auto fuels, to speedy windshield wipes to quick oil checks Indian Oil's XtraCare pump is a revolutionary initiative in petroleum retailing that combines the best bouquet of quality, quantity and warm service, with a guarantee to make your every visit a truly rejuvenating experience. It is benchmarked to international standards of quality & quantity, housekeeping, maintenance and customer service certified by the globally renowned agency - M/s Bureau Veritas (BV), amongst others. The maintenance of the equipment at XtraCare outlets is undertaken by original equipment manufacturers under a unique 'equipment quality outsourcing' system. While the industry standard is to take samples on a quarterly basis, Indian Oil has moved several steps ahead by introducing fortnightly random sampling with specific importance given to RON (Research Octane Number) sampling, which is truly the definitive test for quality and quantity. The surveillance audits by BV are being done on a more comprehensive basis. The scale and spread of XtraCare pumps is also an industry record. With automated facilities, trained attendants and forecourt managers attuned to the needs of your car, XtraCare pumps offer the full range of branded fuels XTRA PREMIUM Petrol and XTRAMILE Diesel as well as world-class SERVO lubricants and a comprehensive loyalty programme The non-fuel activities received a major fillip at the Indian Oil XtraCare outlets and a wide range of loyalty programmes like XTRAREWARDS, XTRAPOWER and co-branded cards give customers added benefits (available at present at select petrol pumps). The cuttingedge technology introduced at XtraCare pumps includes automatic tank-level gauges, temperature sensors, density measurement sensors, back-office server with dispensing unit controls, customer database, etc. Another vital differentiator in the XtraCare outlet is the importance given to the frontline customer attendants. They are trained at three levels of competencies--customer service, personal hygiene/grooming and customer complaint redressal. XtraCare dealers also undergo extensive training on 'retail site business management', a unique training module incorporating the best global practices in retail sales management and snappy air service, you will experience the superior services that will leave your vehicle feeling special.

UPGRADATING RETAIL OUTLETS TO XTRACARE BRAND

The XTRACARE branding of retail outlets was done with the aim to provide:Highest level of Quantity and Quality. Highest level of customer service. Value added services.

All the following facilities on a retail outlet increases the sale of a particular petrol pump as well as these facilities differentiate XTRACARE retail outlets from other outlets. These facilities are as follows:Distinct visual appearance Best in class facilities Excellent housekeeping Courteous Services Only those retail outlets which have retained their third party certification in last party audit can be considered for upgradation as XTRACARE retail outlets. The following items shows the Infrastructure, services and facilities which are mandatory and are required for upgradation of retail outlets as XTRACARE ROs: INFRASTRUCTURE Items RCC/Paver Block Drive Way. Compound Wall in A, B & C class of markets and chain link/barbed wire fencing in D class of market Adequate number of Yard Light poles as per new design. Enhanced under canopy illumination. Availability of MPD or MPP or electronic dispensing units. Minimum two electronic air gauges. Availability of water cooler with purified water facility Availability of clean toilets. Xtrarewards/Xtrapower loyalty programmes as the case may be along with the acceptance of bankcards, as applicable Minimum two number of standard hoardings. One of the hoardings to preferably carry the XtraCare Hoarding Design. XTRACARE lollipop signage. Island Canopy at all Retail Outlets. Retail Outlets with average monthly sales of 200kls/month to have audio system.

SERVICE and FACILITIES Marshalling Windscreen Cleaning for four wheeler vehicles. Drawing customers attention towards meter set zero before delivery Sale of lubes in small packs and other car care products. Non-fuel facilities consisting of C store, ATM, Vehicle Care, Fast Food Counters and Dhabbas as per specific requirement of each site.

Forecourt manning requirements: One pump attendant per dispensing unit per shift and two pump attendants per Multi Product Dispenser per shift. One attendant per shift for manning the 2nd Air gauge or maximum two. One attendant per shift to look after Public Convenience Facility or maximum two. One marshal per shift. One attendant per four wheeler bay per shift for widescreen cleaning. One attendant per shift to look after housekeeping of the RO premises. The dedicated manpower for PCF will be required to maintain a record of the daily cleaning and maintenance schedule. Certification: The following three key requirements at an XTRACARE retail outlet will certify manpower by the Field Officer:Maintenance of PCF (Public Convenience Facility) one person per shift. Fore court supervision one per shift. Additional 2nd air tower- one person per shift. With regard to PCF maintenance record, field officer will check and certify that the record is kept as per the format and is properly maintained. The field officer much ensures his responsibility on account of these certifications on manpower and PCF upkeep record, as the compensation, inter-alia, will be made based on his certification

Smart Turn Out of Forecourt Staff: The forecourt personnel would be required to be well groomed and have a smart turn out by wearing the approved uniform which consists of: Tucked in T-shirt/Top. Trousers. Shoes with socks. Belt. Cap. Name plate/ Identity card.

BRANDING OF XTRACARE
Utmost attention and focus should be given to the branding aspects as the XTRACARE retail outlets need to stand distinctly out in the market. For this purpose various branding messages advised by HO, should be provided for and maintained on regular basis. In addition to it, necessary branding of the XTRACARE logo can also be provided by the dealer on the Retail outlet stationery like Cash Memos, Letter Heads, Pump Attendants/ Identity Cards, visiting cards, etc. Regular meetings with the dealers of XtraCare retail outlets are held so as to continuously motivate them. SAFEGUARD MECHANISM FOR FAILURES/ DEFAULT Surprise inspections are carried out by State Retail Head at XtraCare retail outlets. A joint inspection by Manager Retail and Divisional Head I carried out once in six months. These inspections are generally done after sunset to also check illumination quality at retail outlets. In case any of the above inspections find that the services are not maintained or there are any deviations, the procedure of recertification and stoppage of compensation will apply.

The retail outlets are judged on the basis of following SURPRISE INSPECTION REPORT: 1. 2. 3. 4. 5. Name of RO Location Inspection Date Inspection By Date of Branding as XTRA CARE RO

Observations at the time of Inspection: A: Details of services being provided by the dealer Sr No. Activity No. of persons Designated Service being provided (Yes/ No) Remark

1. 2.

Marshall Wind Shield Wiping at Every 4 Wheeler Driveway Fore-court House Keeping Manned Air tower

3. 4.

B: Regarding Overall Service Standards and Fore- Court Activation Signature of Inspecting Officer.

RESEARCH METHODOLOGY
The methodology is an integral primary part of the project work. Every project is has been undertaken in a definite manner, which forms the validity of the report. The project undertaken is also based on definite methods, which are usually found in most of the research projects. The methodology in the project is based on the following manner in a sequential order Data collection Sources of data collection Methods of data collection Data Analysis Sampling Sampling Size DATA COLLECTION The collection of data is core part of very activity relating to marketing decisions. The information derived from such data is closely analyzed. Interpretation and conclusion have been arrived on which other decisions are totally dependent. These are various sources from where data can be collected and there are also most appropriate methods in the application of which we can collect the data. In the application of sources and methods the reliability the accuracy must be well judged prior to collection. The whole study has been worked out depending on the datas availed from. SOURCES OF DATA COLLECTION There are two sources on which data can be collected, via primary source and secondary source. The data which are prepared from the main purpose and researcher or owner it is called primary source and the collected from this source is primary data. The data which is collected from the persons, private bodies private research agencies etc are collected secondary source and the data collected is from both primary and secondary type. The following are the sources of data collection.

PRIMARY DATA During the project I collected most of the data from the sources as they are mostly needed in carrying out the project work. The data has been collected from dealers of retail outlets, customers of IOCL, outlets during the survey that includes the owners of automobiles, truck drivers, auto drivers etc. SECONDARY DATA Certain data in this report is collected from the secondary source of information i.e., from the data that already exists and is collected for some other purpose or research. Sources of this data are collected from the firm itself called as internal secondary data and the data collected from some other firm is known as external secondary data. The data collected from these sources are: Historical Data from internet Historical Data from organization Data from existing researches, etc. METHODS OF DATA COLLECTION The method of data collection is as essential as the source of collection of data. The method of data collection establishes a pattern, the application which provides a well fledged data. The most appropriate method to collect data is the one which is cheap, reliable, accurate and which requires less time and effort in collection. Following are the methods used in data collection: From Retailers:The data from the retailer has been collected by the use of the method of personal enquiry. To obtain favorable and required data to add into the project I visited XtraCare retail outlets located in Kanpur. From Customers:The information was collected through personal survey, Direct customer contact was done at XtraCare retail outlets.

SAMPLING
Sampling is a most important part of data collection. It is a tool that tries to match the data according to the criteria. The sampling methods are used specially in the context of data segregation researcher in the field of market research scientific investigation and other fields study where it requires a deep ground selection of variables. So, sampling is a relevant answer to the accurate and most appropriate selection. The major methods of segregating the samples- probability and non- probability sampling methods. The probability sampling is the abstraction of data into mathematical calculation which is done by the application of various formulas of probability. The non- probability sampling is the non- mathematical presentation of sampling.

LIST OF XTRACARE RETAIL OUTLETS IN KANPUR

1. 2. 3. 4. 5. 6. Das and Sons, Naramau, Kanpur Nagar Das Brothers, Vijay Nagar, Kanpur Nagar Engineers Service Station, Harsh Nagar, Kanpur Nagar Gaurav Filing Center, Naubasta By Pass, Kanpur Nagar Satnam Motors, Panki, Kanpur Nagar Sri Jagdamba Service Station, Ramadevi, Kanpur Nagar

DATA TABULATION
1. How would you identify a fuel retail outlet? Preferences % of respondents Company name 63% Location of outlet 27% Retail outlet name 10%

%ofrespondents
10% Companyname 27% 63% Locationofoutlet Retailoutletname

Inference Most of the people know the retail outlet by the companys name

2. Are you company specific about where you fuel? Preferences % of respondents Yes 29% No 71%

%ofrespondents

29% Yes No 71%

Inference Most of the people are not company specific about the fuel

3. Are you aware of other brands having retail outlets? Preferences % of respondents Yes 87% No 13%

%ofrespondents
13% Yes No 87%

Inference Most of the people are aware of other brand having retail outlets.

4. Are you aware of our brand XTRACARE? Preferences % of respondents Yes 52% No 48%

%ofrespondents

48% 52%

Yes No

Inference Most of the people are aware of the brand XTRACARE.

5. Are you aware of the services provided by the XTRACARE retail outlets? Preferences % of respondents Yes 35% No 65%

%ofrespondents

35%

Yes No

65%

Inference Most of the people are not aware about the various services provided by the XTRACARE retail outlets.

6. Are you aware that all the services provided at the retail outlets are displayed at the monolith? Preferences % of respondents Yes 36% No 64%

%ofrespondents

36% Yes No 64%

Inference Most of the people are not aware that the various services which are provided by the retail outlets are displayed at the monolith.

7. Does a well dressed pump attendant in uniform appeal to you? Preferences % of Respondents Yes 97% No 3%

%ofRespondents
3%

Yes No

97%

Inference Most of the people are appealed by a well dressed pump attendant.

8. Have you ever experienced any absurd or abrupt behavior from the pump attendant? Preferences % of respondents Yes 28% No 72%

%ofrespondents

28% Yes No 72%

Inference Most of the people have experienced a good behavior from the pump attendant.

9. Have you ever been informed by the pump attendant about the fuel checks? Preferences % of respondents Yes 47% No 53%

%ofrespondents

47% 53%

Yes No

Inference Most of the people are not informed about the fuel check by the pump attendant.

10. Have you ever used washroom at the retail outlet? Preferences % of respondents Yes 17% No 83%

%ofrespondents
17% Yes No 83%

Inference Most of the people have not used washroom at the retail outlets.

11. Are you aware that XTRACARE retail outlets provide free density and quantity checks? Preferences % of respondents Yes 27% No 73%

%ofrespondents

27% Yes No 73%

Inference Most of the people are not aware about the free density and quality checks.

12. Are you aware of the fuel automation system? Preferences % of respondents Yes 36% No 64%

%ofrespondents

36% Yes No 64%

Inference Most of the people are not aware of the fuel automation system.

13. Are you comforted by the fuel being provided electronically or manually? Preferences % of respondents Electronically 88% Manually 12%

%ofrespondents
12%

Electronically Manually 88%

Inference Most of the people prefer electronic fueling.

14. Every customer is to be serviced with an automated bill. Have you ever been serviced without an automated bill? Preferences % of respondents Yes 58% No 42%

%ofrespondents

42% 58%

Yes No

Inference Most of the people are serviced without an automated bill.

15. Have you ever used non fueling services such as ATM at the retail outlets? Preferences % of respondents Yes 61% No 39%

%ofrespondents

39%

Yes No 61%

INFERENCE Most of the people have used non fueling services at the retail outlets.

LIMITATIONS
The perception and interpretation of the data may not be 100% free from errors and may be affected by respondents biased mindset to some extent Sample size is large and large sample size is comparatively difficult to handle and analyze. Convenient sampling has been used. Many services like that of toilets and drinking water are not much availed by the customers in the urban area therefore rating on these parameters was difficult to get. It was difficult to make customers at the petrol pump understand the questionnaire and fill it. They are generally used to be attin a hurry and hence did not like to stop and fill the questionnaire. In checking their satisfaction level the customers often gave biased responses as they are fuelling their vehicle since last many years. Customer service level would improve in the presence of the observer than it was on routine days. Kanpur is a big city and it is difficult to survey all the customers from every petrol pump of the city.

SUGGESTIONS AND RECOMMENDATIONS

Customers are of different types and of different mind sets, so the same strategy requires different approach for different types of customers. Consumers awareness campaigns must be carried out regularly promoting the sales. Facilities like ATM, Small Food Courts, Coin Box PCO, Recharge coupons etc. must be available. An attendant must be present asking for water, windscreen cleaning, free air filing etc. RO attendant should be properly dressed and should greet the customer in a nice manner. Attendants should be informed about the benefits of branded fuels and must ask the customer for branded fuels first. Bulk purchases must get some kind of benefits in the form of services, some discounts or some free gifts, etc. Lucky draw and other campaigns must be carried out regularly at the ROs, to provide more benefits to the customer and ultimately promoting the sales which is the main objective of the company. Special sales promotion campaigns must be organized on different occasions like Santa at the ROs on Christmas, pens or all the best stickers must be given to students at exam times, sweets can be distributed on some minimum amount of purchase on occasions like diwali, etc. Retail outlets must be attractive and clean with neat and hygienic toilets. Advertisements and hoarding of XTRACARE retail outlets should be there in Hindi as well so as to reach maximum population. In addition to the sales promotion drives some programs regarding the benefits of XTRACARE retail outlets must be organized in offices, educational institutes and housing societies. There must be accompanied by some music shows, small games, and interactive sessions.

CONCLUSION
During the survey it was noticed that IOCL works well for achieving its objective and implementation of its policies. Still certain gaps between the actual and expected performance do exist. Some of these gaps can be attributed to practical constraints where as some occur simply due to lack of interest of the dealer, customers and workers. For instance, in the area of behavior of the pump attendants, company expects them to greet the customers when they enter and be courteous to them. However in practicality this often acts against the intended purpose of the company. Customers often tend to take it as a negative sign and start doubting regarding the Q&Q of the fuel. The mindset of the Indian customers is not yet accustomed to trust or appreciate such behavior. A change has to be brought about in the mindset of the customers which would require time and cost. Cost would be incurred in terms of training the pump attendants to match the level of companys expectation. If a particular retail outlet lacks in housekeeping, availability of manpower and Q&Q then this is mainly due to lack of interest of the dealer. In such cases the company should try to understand the dealers perception and his expectations from the company. A training program can be devised for the dealers as well to raise their motivation level. The brand Tracer has been able to increase the satisfaction and loyalty of customers towards the Indian Oil petrol pumps. Customers are able to associate factors like cleanliness, behavior of pump attendants, Q&Q etc. with the Indian Oil petrol pumps. The non XTRACARE outlets in the city also have a similar level of customer satisfaction. This is due to the fact that in the city the company is planning to soon convert most of the ROs to Tracer. Hence the service level of these ROs is similar to XTRACARE ROs. Besides, customer satisfaction is a subjective thing and is not always in line with the apparent services provided at the petrol pump. Customers often tend to patronize certain ROs and tend to develop a bonding with the dealer and the staff here. In such cases their satisfaction level remains high irrespective of the housekeeping and the service level of RO.

REFERENCES
www.google.com www.iocl.com www.wikipedia.com www.petroleum.nic.in www.iocltech.com

BOOKS
Marketing Research by Donald S. Tull C.R.KOTHARI, Research Methodology Marketing Management. Kothler.