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
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
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 to the
1.2 Statement Of
1.3 Objective of the
1.4 Hypothesis of
1.5 Significance of
1.6 Scope of
1.7 Definition of
2.2 The classification of
2.3 Characteristics of science
2.4 The service
2.5 Factor that influence service
Overview of maintenance
2.7 Overview of Questionnaire
2.8 The problem of auto maintenance
2.9 The prospect of auto maintenance
2.10 The role of auto maintenance service in Anamco
2.11 Problem and prospect of auto
maintenance service in
3.1 Source of
3.2 Population of the
3.3 Determination of sample size
3.1 Questionnaire design
3.2 Research In structure
3.3 Limitation of the
Representation and Analysis of
4.1 Presentation and
4.2 Testing of
Summary of Findings, Recommendation
5.1 Summary of
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,
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
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
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
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.
1.4 STATEMENT OF PROBLEM
This study is control on the marketing of auto maintenance service
in Enugu metropolis. For
any business to service. It must be prepare to uphold the marketing concept of
the supremacy of the consumer involves identification and satisfaction of
specified needs. The needs and wants of customers have got to be clearly defined
and subsequence statistical be designing the customers desires .
Anammco 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
their service in Enugu metropolis.
The researcher try 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.
OBJECTIVE OF THE STUDY:
In the light of the identical problem of the auto maintenance industry as
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
customers needs efficiently and so ensure te survival of the business
units that make us the industry. On this the following are specific
researcher designed to achieve:-
evaluate the marketing practices of auto maintenance service industry in
workshop firm in Enugu metropolis.
ii. To know where if there is prospect for greater
productivity in the services offered to the public .
iv. To ascertain the possibility of applying the
marketing concept in service marketing .
v. To know how effective promotion is on consumer
vi. To estimate the advantages or disadvantages to
vii. 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.
Promotional activities of anammco create customers awareness of their service.
Ho: Auto maintenance service offered
by Anammco are not readily variable.
Auto maintenance service attended by anammco are
The availability of spare part constitute a
problem to the maintenance of vehicle by anammco.
Customers are not satisfied with the charged of ananmmco in maintenance .
1.5 SIGNIFICANT 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
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.
Promotion:- This is the component used by the organization to inform educate
and persuade the market regarding the company offerings (Ebue 1996: 58).
Pricing is a value of a product measure in monetary terms.
TERMS AND CONDITIONS APPLY
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