The Problem And Prospects Of Marketing Auto Maintenance
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.
1.1 Background of the Study
Many people have myopic ideas about marketing, they misconceive ideas a strategy which applies only to management accounting and distribution trades. Some take it as a skill which is he exclusive present of the department staff broaden call concept of maintenance, however recognize the importance of marketing to service industries like hospital insurance Auto maintenance etc. it is important that the Auto maintenance workers staff/management should thoroughly appreciate the importance marketing and its relevant to Auto maintenance services Kottler (2006) described service as an act or performance that one party can offer loan other that is essential, intangible and does not result in the ownership of anything, its production may or may not be tied to a physical product, the environment and the requirement of the customers which are becoming mere sophisticated and complicated, a management process which identifies, anticipates and satisfies consumer requirement profitably. Marketing is human activities directed towards satisfying needs and wants through exchange process.
According to Kotler (2000: 587) 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 failure 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 needs, this involves studying the business environment and the changing requirement of the customers forward thinking must be used with fruitful planning marketing involves management process for the factor relating to the further requirement have been identify and directed, there is the need for management to couple it with forward planning and decision according to Edoga and Ani (2000: 275) the needs at a profit to the organization, there is no business that can continue to grow, definitely without profit the main objective of marketing is that, while striving to achieve effective service to the customer this means that service should be rendered profitably to the organization, marketing also involves total evaluation of company’s strength and weaknesses 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 marketing like any other service marketing are generally intangible and inseparable from sellers. They are also nitrogenous highly perishable and have a widely fluctuating demand.
1.2 Statement of Problem
Despite the fact that there those are many engineer in society, today, society both those with paper certificate and those with the training qualification but the rate and standard of Automobile is still at low standard. Due to poor qualify service from the engineers, car own’s end up visiting their workshop almost at daily basis in order to put one thing or the other in their cars, however, the cost of maintaining automobile product in our society is said to be high and yet the service delivery is still at low standard.
Anamco which is one of the heading manufacturer or maintenance of vehicles is suffering a fail in demand and most of the vehicles that are maintained break down as soon as this is done. This had lead to dissatisfaction by consumer in their service in Enugu metropolis.
The researcher tries to x-ray why vehicles breaks down always is their not enough spare parts, these and many more from the central task of this research work.
This is about problem give rise to the above study in attempt to find possible solution to such problem of marketing Automobile maintenance service in Enugu state.
1.3 Objectives of the Study
In the light of the identical problem of the auto maintenance industry defined above, this study aims at a critical analysis of the auto maintenance service industries in Enugu metropolis with view to discovering the specific problem of the industry, especially in the area of consumer orientation and consequently advising management on how to improve service marketing to satisfy customer needs efficiently and so ensure the survival of the business units that make up the industry on this, the following are specific objectives, the research designed to achieve.
- To evaluate the marketing practices of auto maintenance service industry in workshop firm in Enugu metropolis.
- To know where, if there is prospect for greater productivity in the service offered to the public
- To ascertain the possibility of Applying the marketing concept in service marketing
- To know how effective promotion consumer patronage
- To estimate the advantages or disadvantages to the customers.
- To recommend whether or how best it should organized or what alternative are best.
1.4 Hypothesis of Study
- Ho: Customers are not satisfied with the quality of service maintenance offered Anammco.
Hi: Customer are satisfied with the quality of service maintenance offered by Anammco
- Ho: Customers are not satisfied with changes for Auto maintenance service provided by Anammco.
H2: Customer are satisfied with charges for Auto maintenance service provided by Ananmmco.
- Ho: Promotional activities of anammco does not create customers awareness of the service.
H3 Promotional activities of anammco create customers awareness of their service.
- Ho: Auto maintenance service offered by Anammco are not readily variable.
H4: Auto maintenance service attended by anammco are readily variable.
- H2: The availability of spare part constitute a problem to the maintenance of vehicle by anammco.
H3: Customers are not satisfied with the charged of ananmmco in maintenance .
1.5 Significance of the Study
The result of this work will substantially help management to auto mechanical firm/ workshop to be aware of the type of services their customers desire to obtain and the obstacles there. This awareness is of great importance as it will enable them to attract and maintenance sufficient customer patronage to ensure profitability operations through the adoption of the marketing concept.
The prospective auto maintenance will also benefit from the research since it will afford him a knowledge of the problems inherent in auto maintenance business that he is likely to encounter and help him to avoid them
Further more, the research is beneficial to the intricacies that marketing research exercise entails.
This work can also be useful to prospective auto maintenance by servicing as a guide in decision making if they eventually go into auto maintenance business.
Finally, the research will lead to increase intelligence of the workers in the field of auto maintenance.
1.6 Scope of the Study
This research work concern the problems and prospects of marketing auto maintenance services in Enugu metropolis (Emene).
It include a study / Anambra motor manufacturing company in Enugu and will do this considering only the fine common services. Alignment and wheel balancing , Car washing and Greasing, Engine maintenance and Repair, and Air conditioner Gas Refilling which they render.
1.7 Definition of Terms
Marketing according to character institute of marketing can be define s the management process responsible for identifying anticipating analyze and satisfying customers requirement profitability.
Services according to Stanton are those separately identificable essentially intangible activities that provide want satisfaction and that are not necessary tried to the sale of a product or another services.
This is the component used by the organization to inform educate and persuade the market regarding the company offerings (Ebue 1996: 58).
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