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Methods in Business Research

HELIX QUICK OIL CHANGE


FACILITY

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SHELL PAKISTAN
• The Shell enjoys over 100 years brand equity in the
subcontinent, dating back to 1899

• In 1970, when 51% of the shareholding was transferred to


Pakistani investors, the name of the company was changed
to Pakistan Burmah Shell (PBS) Limited.

• The years 2001-2 have seen the Shell Petroleum Company


successively increasing its share, with the Group now
having a 76% stake in Shell Pakistan Ltd (SPL)- an
expression of confidence in Pakistan Oil Market and
Industry.

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PRODUCT: SHELL HELIX QUICK
OIL CHANGE FACILITY

• Shell was pioneer in introducing the concept of Quick Oil


Change on its forecourts.

• The value proposition for consumer was quick and


convenient engine oil change under a purpose built
structure. This offer was free with every oil pack
purchased from the forecourt.

• This facility is the primary driver of Helix sales in the


retail forecourt channel.

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PROBLEM BACKGROUND

• In order to keep pace with its customer needs,


Shell has been gaining customer feedback through
a nation wide motorist tracking study, which is on
going process.

• The nationwide study being broad based does not


offer clear-cut focused insights on Shell Helix
Quick Oil change consumers

• The company therefore desires a usage and


attitude research for the specific segment.
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MANAGEMENT PROBLEM
STATEMENT

To gain consumer insights specifically for Shell


Helix Oil Change Consumers and use them for
increasing usage of the facility and sales of the
product.

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RESEARCH PROBLEM STATEMENT

The core of the research is to gain a deep insight


into the motorists needs, attitudes, and usage
behavior towards Helix quick oil change service.

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RESEARCH OBJECTIVES

1. To determine the demographic profile of the customers


and their behavior and attitudinal pattern towards oil
change.

2. To determine the motorists perception of Shell Helix


quick oil change service.

3. To determine the usage pattern for the product and


service facility.

4. To measure loyalty for Shell Helix Quick Oil Change


and site loyalty.

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TYPE OF STUDY
• Research is primarily a descriptive study

• The aim of research is to gain insights about the needs,


attitudes and usage patterns for the customers of this
facility.

• The exploratory study using 20 in individual interviews


and One Focus group discussion was used to develop a
survey questionnaire.

• Core Study was focused on Usage and attitude (U&A)


behaviors influencing the Research objectives

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EXPLORATORY FINDINGS
• Segmentation

• Psychographic Variables:

– Trouble avoider: “So that the car doesn’t stop in the middle of
the road.”

– Performance-Oriented: “I Better performance.”

– Perfectionist: “I want to see my car in a good condition.”

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EXPLORATORY FINDINGS
• Demographic Variables:

• Car Type

• Area Of Residence

• Age Group

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Research Hypothesis/Assumptions

• Using findings from the exploratory research, the core


research was used to analyze the multivariate factors
and assumptions influencing consumer attitude and
behavior :-
– Convenience is the most important attribute in consumer’s choice of
using Shell Quick Oil Change Facility.

– The primary decision influencer for using the Quick Oil Change
facility is personal experience of the user

– Shell Quick oil Change Service is preferred over its rival brands.

– Shell Quick Oil Change Facility is better than the service offered at
other pumps and over conventional methods.

– The value proposition for Shell Helix Quick Oil Change is one-stop oil
purchase and oil-change. 11
SAMPLE DESIGN

• Stratified Probability Sampling

• Target Population: Car owners and drivers who are


Helix Quick Oil Change Consumers, at the facility
falling in any age group and income bracket

• The total sample space consisted of 200


respondents.

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Questionnaire Design

Questionnaire was developed keeping in


mind:
– Questions to be as short as possible and easy to answer

– Language used was simple and conversational and was


translated into in to Urdu from English

– Closed-ended to make it easy for the respondent to


answer

– Convenient to analyze the data


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Few examples of Empirical Analysis

Demographics

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CAR OWNERSHIP

73% of all the respondents were car owners.

Identity of the repondent

Car Owner
Car Driver

27%

73%

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Car Ownership/Location
• Central Karachi accounts for 34% of respondents.

• The drivers segment have their highest frequencies with Marine Drive.

Marine Drive

Askari

Drivers Popular

Sunset
Bolevard

Best Way

Malik P/S

Owner
Shamim P/S

Central
Service
0 5 10 15 20 25 30 35
Safari
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Age Segment

12% 8%
8%

18-25
26-40
41-50
23% 51-60
above 60
49%

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Age against Respondents Identity
Amongst the leading majority in the age group
segment, we observe that 68% are car owners.

The respondents in the segment 60 or more age


Picture 10
segment, were all owners.

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Other Demographics

• Which car uses which lubricant

• Frequency and time

• Area of Residence

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Psychographics

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Reasons for Oil Change

Reasons for Oil change

60

50

40
Percent

30

20

10

0
Car doesn't stop in the middle of Better car performance I want my car to be in good
the road condition

Reasons for Oil change

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Reasons for Oil Change
• Car drivers, as opposed to owners contributed
almost 50% to being trouble avoiders in their oil-
change practices.

• Standard car owners were predominantly trouble-


avoiders and not pro-active.

• Age group 26-40 contributed the largest number


of total respondents and hence the highest
percentage in all psychographic segments.

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BEHAVIORAL & ATTITUDNAL PATTERN

• The most preferred facility of the respondents


pertaining to oil change was the petrol pumps with
almost 94% of the sample responding in favor of it.

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Factors influencing the use of different
oil change facilities

60
50
40 Petrol Pump % of Total
30
20 Spare Parts Shop % of
10 Total
0 Mechanic's Workshop %
of Total

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Company's Workshop %
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of Total
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METHOD PREFERENCE

VARIABLES DIFFERENTIATING HELIX QUICK OIL


CHANGE FROM TRADITIONAL OIL CHANGE

150

100
Frequency
50

0
Automated Trustworthy Good for the Clean Service Faster Service
Service Car

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Brand Perception

3
Mean
2

0
Service Quickness Oil and Petrol Free Service Shell Loyalty Automated Professional Helix
Satisfaction Availability Service Attendants Availability

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VALUE OF HELIX OIL-CHANGE & SHELL
HELIX AVAILABILITY

BuyShell Helix from the


siteanyway
70
60
BuyShell Helix from any
50
other workshop/ spare
40 parts shop
Percentage
30
Go to another Shell station
20
10
0
Buysomeother oil brand
Helix Availability

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COMPARATIVE RATING FOR SHELL
HELIX OIL-CHANGE
• The comparative perception of Shell Helix Quick Oil Change seems
to be very highly rated.

• 80.3% of the respondents feel that the Helix Quick Oil Change is
either better or much better than other oil change facilities.

HELIX QUICK OIL CHANGE COMPARISON WITH OTHER BRANDS

100
80
60
Percentage 40
20 Percent

0
Much Better Same as Worse Much Total
better than others than worse
than others others than
others others
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Brand Loyalty
• 91.1% said that Shell Helix Quick Oil Change Facility was the most preferred.

• When comparing the brand loyalty of the respondents with the engine oil used,
it was interesting to note that 40% of the respondents who preferred Caltex
Havoline, actually preferred the facility at Shell.

• 98% of the respondents who preferred Shell Helix oil, actually preferred the
facility also.
Most Preferred Brand Facility

Didn't have to
answer
Shell Helix
Caltex Havoline
PSO Castrol
Total Quartz
Other

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Some others

• Car ownership and Comparative perception

• Oil brand Users and Helix Oil Change Preferences

• Value attached to Helix Oil Change

• Site Loyalty

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Hypothesis/Assumption Findings

• Convenience is the most important attribute in


consumer’s choice of using Shell Quick Oil
Change Facility.- ACCEPT

60
50
40 Petrol Pump % of Total
30
20 Spare Parts Shop % of
10 Total
0 Mechanic's Workshop %
of Total
ce

ce
e
y

e
c
lit

ric
n

en
vi
re

ua

Company's Workshop %
er

rP

ni
ffe

rS

ve

of Total
te
di

il

on
et
te
rO
In

et

C
nd

te

B
et
ra

B
B

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Hypothesis/Assumption Findings

• The primary decision influencer for using the


Quick Oil Change facility is personal experience
of the user.- ACCEPT

Percent

40
35
30
25
20
15
10
5 Percent
0
Instructions

Experience
on Oil Pack

Mechanics

Oil Color/
Viscosity

Reasons
Personal

Other
Advice

$DecisionInfluencers(a)
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Hypothesis/Assumption Findings

• Shell Quick oil Change Service is preferred over


its rival brands- ACCEPT

HELIX QUICK OIL CHANGE COMPARISON WITH OTHER BRANDS

100
80
60
Percentage 40
20 Percent

0
Much Better Same as Worse Much Total
better than others than worse
than others others than
others others

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Hypothesis/Assumption Findings

• Shell Quick Oil Change Facility is better than the


service offered at other pumps and over
conventional methods. -ACCEPT

VARIABLES DIFFERENTIATING HELIX QUICK OIL


CHANGE FROM TRADITIONAL OIL CHANGE

150

100
Frequency
50

0
Automated Trustworthy Good for the Clean Service Faster Service
Service Car

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Hypothesis/Assumption Findings

• The value proposition for Shell Helix Quick Oil


Change is one-stop oil purchase and oil-change.-
ACCEPT

IMPORTANCE ATTACHED TO HELIX OIL


CHANGE ATTRIBUTES-
DEVIATION FROM THE MEAN

Helix Availability
Professional Attendants
Automated Service
Shell Loyalty
Free Service
Oil and Petrol Availability
Quickness
Service Satisfaction

0 0.2 0.4 0.6 0.8 1 1.2 1.4

Standard Deviation

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CONSUMER PROFILES
• NORTH

• Age group: 26-40 years

• Petrol Pump: Shamim Petroleum Service

• Identity: Car Owner

• Car Type: Compact

• Lubricant: Yellow

• Decision Influencer: Oil Color/ Viscosity

• Choice of Engine Oil: Shell Helix

• Frequency of Change Kilometer: 2000-3000 km

• Time: Every month

• Brand Loyalty: Shell Quick Oil Change Facility

• Preference of Method: Oil Suction Machine

• Facility Loyalty: Petrol Pump

• Psychographic Segmentation: Perfectionist 36


CONSUMER PROFILES
• EAST

• Age group: 26-40 years

• Petrol Pump: Popular Service Station

• Identity: Car Owner

• Car Type: Standard

• Lubricant: Yellow

• Decision Influencer: Oil Color/ Viscosity

• Choice of Engine Oil: Shell Helix

• Frequency of Change Kilometer: 2000-3000 km

• Time: Every two months

• Brand Loyalty: Shell Quick Oil Change Facility

• Preference of Method: Oil Suction Machine

• Facility Loyalty: Petrol Pump

• Psychographic Segmentation: Perfectionist 37


CONSUMER PROFILES
• WEST

• Age group: 26-40 years

• Petrol Pump: popular Service Station

• Identity: Car Driver

• Car Type: Standard

• Lubricant: Yellow

• Decision Influencer: Personal Experience

• Choice of Engine Oil: Shell Helix

• Frequency of Change Kilometer: 3000 km or more

• Time: After three months

• Brand Loyalty: Shell Quick Oil Change Facility

• Preference of Method: Oil Suction Machine

• Facility Loyalty: Petrol Pump

• Psychographic Segmentation: Perfectionist 38


CONSUMER PROFILES
• SOUTH

• Age group: 26-40 years

• Petrol Pump: Marine Drive

• Identity: Car Owner

• Car Type: Standard

• Lubricant: Yellow

• Decision Influencer: Personal Experience

• Choice of Engine Oil: Shell Helix

• Frequency of Change Kilometer: 3000 km or more

• Time: Every two months

• Brand Loyalty: Shell Quick Oil Change Facility

• Preference of Method: Oil Suction Machine

• Facility Loyalty: Petrol Pump

• Psychographic Segmentation: Performance Oriented 39


CONSUMER PROFILES
• CENTRAL

• Age group: 26-40 years

• Petrol Pump: Askari Service Station

• Identity: Car Owner

• Car Type: Compact

• Lubricant: Yellow

• Decision Influencer: Personal Experience

• Choice of Engine Oil: Shell Helix

• Frequency of Change Kilometer: 2000-3000 km

• Time: Every month

• Brand Loyalty: Shell Quick Oil Change Facility

• Preference of Method: Oil Suction Machine

• Facility Loyalty: Petrol Pump

• Psychographic Segmentation: Perfectionist 40


Recommendations

• Advertising and Marketing Efforts

• Capacity Utilization

• Consumer Awareness

• Justifying Price & Inducing Incentives

• Facility Placement

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THANK YOU!

QUESTIONS / COMMENTS

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