Live Project on Customer Analysis for Non Fuel Marketing

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A
LIVE PROJECT

ON

CUSTOMER ANALYSIS FOR NON FUEL MARKETING
(Using stratified sampling)

[pic]

SUMMER INTERNSHIP REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR

BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF
Mr. Deepak chauhan
Dehradun

Submitted by

JASMITA DHONSI
R050208039

COLLEGE OF MANAGEMENT AND ECONOMICS STUDIES
UNIVERSITY OF PETROLEUM AND ENERGY STUDIESS
BIDHOLI, DEHRADUN
2010

DECLARATION

I declare that A LIVE PROJECT entitled “Consumer analysis for non fuel products at petrol pump” has been prepared by me during the month of June-august 2010under the Guidance of MR. DEEPAK CHAUHAN (faculty member) to fulfil the live project.

I also declare that this project is a result of my own effort and that it has not been submitted to any other University or published any time before.

Place: DEHRADUNJASMITA DHONSI
R050208039
Date: 10TH SEPTEMPBER’2010

ACKNOWLEDGEMENT

I express my sincere thanks, to “University of petroleum and energy studies” for giving me the opportunity to do live project in Dehradun I express my sincere gratitude to Mr. DEEPAK CHAUHAN (faculty member) who inspired me during live project and extended her constructive guidance and constructive supervision, which is of immense help to me in completion of this project.

JASMITA DHONSI
R050208039

CONTENTS

PAGE NO ➢ INTRODUCTION 5
➢ OBJECTIVES 18 ➢ METHODOLOGY 19 ➢ LIMITATIONS 21 ➢ ANALYSIS & graphicalpresentation 22

➢ FINDINGS 38 ➢ CONCLUSION 40 ➢ BIBILIOGRAPHY 41 ➢ QUESTIONNAIRE 42

INTRODUCTION
Gone are the days when everything about a petrol pump was vehicle-related. Nowadays, a petrol filling station spruced up with retail facilities has a retail-friendly look and offers a variety of value-added service centers that include departmental stores, coffee shops, pubs, kiosks, cyber cafés, laundry, pizzas, courier, drugs, pollution check, ticketing, music shops, auto LPG stations, auto service centers, kerosene distribution, photo shop, pay by card, telephone directories distribution, ATM, jewellery shop and general stores. George Paul, GM, Retail HQ (Brand & ARB), BPCL, observes, “Most of the petrol pumps are prominently located and highly visible to customers. Non-fuel activities give these petrol pumps opportunity to derive maximum value from these sites. Since petrol buying is usually considered an uninvolved category of purchase, bundling more products and services through non-fuel retail initiatives transforms the station into a add-value place.”  Other than conventional market places like high streets and malls, retailers also select unconventional places like airports and railway stations for business expansion. These places do offer unique facilities and an ambience that is very much in tune with bustling atmosphere of a marketplace. They also ensure larger space, high footfalls, parking facilities etc. Considering these factors, retailers have found petrol pumps as ideal places for setting up their outlets. Oil companies too have been experiencing the necessity to adopt a new image. Bharat Shell Ltd, joint venture between Bharat Petroleum and...
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