EFFECTIVE RETAIL MARKETING OF PETROLEUM PRODUCTS: A CASE STUDY OF AGIP NIGERIA PLC (ZARIA ZONE)
EFFECTIVE RETAIL MARKETING OF PETROLEUM PRODUCTS: A CASE STUDY OF AGIP NIGERIA PLC (ZARIA ZONE)
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Date
1998
Authors
OLAYANJU, SOBA ADEYEYE
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Abstract
The Effective Retail marketing of Petroleum products - The focus of this
research work is trying to examine the methods and techniques of
Petroleum products' distribution and sales through their retail outlets to
the final consumers.
Also the research work tries to examine the way forward in the
distribution, management and sales of Petroleum products through
stations to reach the cranes and corners of the whole Nigerian nation in
order to eliminate or drastically reduce the sporadic shortages of the
products at the retail outlets especially when they (the products) are
needed most.
Agip Nigeria Plc was taken as a case study since the retail sales
networking of one oil company is more or less the same with all other
Oil companies in the country. Agip Nigeria Plc as a multinational
company operates with semblance of not only what is practically found
with Retail marketing in international community but also what operates
with the entire industry in Nigeria.
The research made use of both primary and secondary methods of data
collection. The exploratory method of research was used in the course
of study and data were collected by means of questionnaire and
personal interview. The research population consists of owners of
vehicles and drivers. 100 population samples wore given
questionnaires containing 22 divers-ed and well tailored questions. Also
a number of illiterate drivers were given oral interviews to make the
questions more explanatory to them. 75 of the 100 questionnaires were
completed and returned, given a 75% response rate. The
questionnaires were analyzed in tabular forms and then by means of
simple percentage.
From the analysis, the following findings among others were made:
(a) That Agip Nigeria Plc has managed its retail outlets within the Zaria
Zone to the satisfaction of its majority of consumers.
(b) It found out that Agip Retail Outlets in the zone are trying to market
a greater part of her petroleum products through the station thereby
making life more comfortable for the populace.
© That the provision of additional services such as shopping mall,
washing bay, etc by retailers attract more customers to the outlets,
(d) That marketers of Petroleum Products through retail outle :s should
continue to improve on the services provided, and the attitudes of
the station attendants.
Apart from the findings above, it is recommended that Agip Nigeria Plc
and the oil industry in general should build more outlets in Zaria Zone to
cater for their numerous potential customers, provide more facilities at
stations and maintain them, they should research into ways of getting
more products at outlets in conjunction with NNPC and that Oil
companies should strive to produce high quantity products for their ever
growing customers.
Description
A THESIS SUBMITTED TO THE SCHOOL OF
POSTGRADUATES STUDIES, AHMADU BELLO
UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION OF
A.B.U. ZAIRA
1998
Keywords
EFFECTIVE,, RETAIL,, MARKETING,, PETROLEUM,, PRODUCTS,, CASE STUDY,, AGIP NIGERIA PLC,, (ZARIA ZONE)