Key Features:
- No of Pages: 80
- No of Chapters: 05
Introduction:
Abstract
This research work is basically in the appraisal of the problems and prospects of marketing auto maintenance service work services in Enugu metropolis. The research work structure both the big auto maintenance service firm and workshops ant the small auto maintenance services workshop vita the road side mechanize.
The data needed for their study was collected from the management of these auto maintenance service workshop and the customers of these workshop consist of vehicle owners and drivers.
The objective of this research work centered on studying the activities of auto maintenance din Enugu metropolis and tried to find out if these activities are well performed. The objective is also to know where. If there is prospect for greater productivity in the service offered to his public by the auto maintenance industry.
From the analysis of the data obtain it was diagnosed that most customers in the metropolis are satisfied with the services they recovered from auto maintenance firm / workshop and also that most of them are not affected by aggressive promotional activities but rather are encourage to service workshop by testimonies from friend relation or old customers. Again, the analysis indicated that most customers preferred road side mechanics to the bigger auto maintenance
From workshop render all auto maintenance services. The researchers analysis led to find out that most of the customers who learnt of auto maintenance workshop through advertisements did so through radio advertisement.
The researcher made the following recommendation . She acknowledges the efforts of the management of auto maintenance workshop for being able to satisfy its customers within the Enugu metropolis. She recommends that auto maintenance services Institutions mix so as to build up store traffic and also concentrate their promotional efforts on good public relations sand publicity.
Also recommended the use of radio advertising for the auto maintenance pricing policy that will help the firm workshop in making profit.
Table of Content
CHAPTER ONE
Introduction
1.1 Background to the study
1.2 Statement Of Problem
1.3 Objective of the Study
1.4 Hypothesis of Study
1.5 Significance of study
1.6 Scope of study
1.7 Definition of terms
CHAPTER TWO
Literature Review
2.1 Overview of services
2.2 The classification of science
2.3 Characteristics of science of science
2.4 The service mix
2.5 Factor that influence service quality
2.6 Overview of maintenance services
2.7 Overview of Questionnaire service
2.8 The problem of auto maintenance service
2.9 The prospect of auto maintenance service
2.10 The role of auto maintenance service in Anamco
2.11 Problem and prospect of auto
maintenance service in Anamco
CHAPTER THREE
Research Methodology
3.1 Source of data
3.2 Population of the study
3.3 Determination of sample size
3.1 Questionnaire design
3.2 Research In structure used
3.3 Limitation of the study
CHAPTER FOUR
Representation and Analysis of Data
4.1 Presentation and Analysis
4.2 Testing of hypothesis
CHAPTER FIVE
Summary of Findings, Recommendation
and Conclusion
5.1 Summary of findings
5.2 Recommendation
5.3 Conclusion
Reference
Bibliography
Introduction
1.3 BACKGROUND TO THE STUDY
Many people have myopic ideas about marketing
They misconstrue ideas a strategy which applies only to management accoutering and distribution trades . Some take it as a skill which is the exclusive present of the department staff broaden cal concept of maintenance, how ever recognize the importance of marketing
To service industries like hospital, Insurance, Auto maintenance, etc.
In these days of rapidly changing needs and business circumstance, it is important that the auto maintenance workers / Staff /Management should thoroughly appreciate the importance marketing and its relevant to auto maintenance services. As the auto mechanical relies on the market for its survives and profitability, it is inevitable that it should develop the resilient to adopt to changing economic needs. The environment and the requirement of the customers, which are becoming more sophisticated and complicated.
To understand fully what auto maintenance services marketing means. One has to first understand the meaning of marketing in general. S The British Institute of marketing defines marketing as:-
A management process which identifies , anticipates and satisfies consumer requirement profitably. Marketing is human activities directed towards satisfying needs and wants through exchange process:
Both definitions place the customer in the forefront of corporate twinkling. He Institute of marketing definition of marketing contains both the concern and a series of technique. The concept place the customers in the forefront of the easily carried out such corporate twinkling while the technique make the concept to be easily carried out successfully, economically sand profitability . The care of the make concept is to secure and retain customers at a profit.
There are many activities implied in the definition of marketing. Thus, it is a study of behaviors pattern . attitude and needs of different categories of customers with a view to adopting services to their needs. It has the customers as the first thing. So it is customer oriented. It is possible to run a business without profit for sometime but it is not possible for it to survive for one day without customer “ This concept would, therefore, demand for a total commitment to the customers as the nucleus of the business. This objective should be pursued by all, from the director to messenger. There should be meaningful efforts to identify customers needs by meaning of through psycho analysis of the customers problem.
Because no two customers are exactly alike and it is impossible to have a tailor made service for each customer. it becomes important to segment the customer into categories of people with broader similar needs and interest .
Anticipating the needs of the customers means thinking toward about customers . It means planning about for the customers need. This involves studying the business environment and the changing requirements of the customers.
Forward thinking must be used with fruitful planning marketing involves management process for after the factor relating to the further requirement have been identify and directed, there is the need foe management to couple it with forward planning and decision.
Though there is need to satisfy the customers needs, there is also a need to make profit for the existence of the organization. There must be a search for the most effective way to satisfying the needs at a profit to the organization. There is no business that can continue to grow indefinitely without profit. The main objective of marketing is that while striving to achieve effective service to the customer should operate with a consciousness for cost effectiveness. This means that service should be rendered profitability to the organization.
Marketing also involves total evaluation of company’s strength and weakness in order to know where to specialize or where to eliminate.
Proper marketing implies providing the right services at the right time at the right price to the right customers in the right place.
Applying the concept of marketing. The auto maintenance service would be satisfying customers with services. It will also help the auto maintenance service firms to know that service need differ among different groups of people and that the service to meet these need. Should be tailored according to the type of customer.
Auto maintenance service marketing like any other service marketing are generally intangible and inseparable from sellers. They are also heterogeneous highly perishable and have a widely fluctuating demand. The services cannot be centered or felt by the customer before buying them. Auto maintenance services are heterogeneous because it is impossible to offer the same type of all customers because their need differ. Auto maintenance services are perishable and fluctuates in demand and this results in attention being paid to planning promoting and pricing which are all marketing tools.
Auto maintenance services are people based and are sometimes accompanied by goods. They are people based in the sense that it is human beings. The auto maintenance mechanics , who plan the major role in rendering the services.
It is true that some of the services rendered are auto mated but it is the auto maintenance that operate and central most of these machines to function property and efficiently. The services rendered dare sometimes accompanied by spare parts or auto components used to replaces worn - out or spoilt ones.
This study is concerned with the marketing of auto maintenance services, and would clearly state them from the wears and tears in the use of auto mobiles coupled with occasional accidents on our roads which may either be due to the age of the auto or the carelessness of the owners or drivers. Consequently, many peoples have come to use “servicing” as indispensable to the life of vehicles. As a result, many people in guest of a means of livelihood or even better economic alternatives have been staking the:- destiny the industry.
To a nicety, this has really accounted for the existence of a myriad of auto maintenance firm like ANAMCO we have road side mechanics which we significant important to the reasons richer.
It is because of the importance of maintenance to prolong the like of transport that the researcher seek to find out the problems and prospect of marketing auto maintenance in Enugu metropolis.
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