THE PROBLEMS AND PROSPECTS OF MARKETING AUTO MAINTENANCE SERVICES
ABSTRACT
The purpose of this research is to assess the problems and prospects of marketing auto maintenance service work services in Enugu metropolis. The research work structure includes both large auto maintenance service firms and workshops, as well as small auto maintenance service workshops along the road.
The data for their study was gathered from the management of these auto maintenance service workshops, and their customers included vehicle owners and drivers.
The goal of this research effort was to investigate the activities of auto repair in Enugu metropolis and determine whether or not these activities are well conducted.The goal is also to know where. If there is a chance for increased productivity in the auto maintenance industry’s service to the public.
According to the data analysis, most customers in the metropolis are satisfied with the services they received from auto maintenance firm / workshop, and most of them are not influenced by aggressive promotional activities, but rather are encouraged to service workshop by testimonies from friends, relatives, or previous customers. Again, the analysis revealed that most customers preferred roadside mechanics to larger auto maintenance companies.
All auto maintenance services are provided from the workshop.The study discovered that the majority of clients who learned about vehicle maintenance workshops through marketing did so through radio advertisements.
The following suggestion was provided by the researcher. She appreciates the efforts of the management of the auto maintenance facility in being able to satisfy its consumers in Enugu. She suggests that vehicle maintenance service institutions mix in order to increase store traffic while also focusing their promotional efforts on solid public relations and publicity.
It is also suggested that radio advertising be used for the vehicle repair pricing scheme, which would assist the firm workshop in earning a profit.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Many people have limited perspectives on marketing. They misinterpret concepts about a technique that only applies to management accoutering and distribution trades. Some regard it as a skill that is only available to department personnel in order to widen the concept of maintenance; yet, they understand the value of marketing.
To service businesses such as hospitals, insurance, and auto maintenance, among others. In these days of rapidly changing requirements and business circumstances, it is critical that car repair workers/staff/management understand the value of marketing and how it relates to auto maintenance services. Because the auto mechanical industry depends on the market for survival and profitability, it is unavoidable that it have the resilience to adapt to shifting economic needs. The environment and client requirements, which are becoming more sophisticated and complicated.
To fully comprehend what vehicle maintenance services marketing entails. To begin, one must first comprehend the concept of marketing in general. S Marketing is defined by the British Institute of 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 distinguish them from the wears and tears in the use of automobiles, as well as the occasional accidents on our roads, which may be caused by the age of the automobile or the carelessness of the owners or drivers. As a result, many people regard “servicing” as essential to the life of a vehicle. As a result, many people seeking a source of income or improved economic opportunities have staked their future on the business.
To a nicety, this has truly accounted for the formation of a plethora of auto repair firms such as ANAMCO, we have road side mechanics which are significant to the reasons wealthier. The researcher seeks to discover the issues and prospects of marketing vehicle repair in Enugu metropolitan due to the necessity of maintenance in extending the life of transportation.
1.2 STATEMENT OF PROBLEM
This research focuses on the marketing of auto maintenance services in the Enugu metropolitan. For every firm to provide service. It must be prepared to sustain the marketing concept of consumer supremacy, which entails identifying and satisfying specific requirements. Customers’ needs and desires must be properly specified, and statistical data must be used to develop the customers’ desires.
Anammco, a leading maker of car maintenance, is experiencing a drop in demand, and most of the vehicles that are serviced break down as soon as this is done, leading to consumer discontent with their service in Enugu metropolis.
The researchers strive to figure out why automobiles break down all the time.
Is there a lack of spare parts? These and many more from the central task of this research work.
1.3 OBJECTIVE OF THE STUDY
In light of the aforementioned identical problem of the auto maintenance industry, this study aims to conduct a critical analysis of the auto maintenance service industries in Enugu metropolis with the goal of discovering the specific problem of the industry, particularly in the area of consumer orientation, and advising management on how to improve service marketing to efficiently satisfy customers’ needs and thus ensure the survival of the business units that make us. The following are specific goals that the researcher set out to achieve: –
i. To assess the marketing techniques of the auto maintenance service business in an Enugu metropolis workshop firm.
ii. To determine whether there is a potential for increased productivity in the public services provided.
iii. Determine the feasibility of extending the marketing concept to service marketing.
iv. Determine the eivffectiveness of advertising on customer patronage.
v. To calculate the benefits and drawbacks to customers.
vi. To suggest whether or how it should be arranged, or which alternatives are ideal.
1.4 HYPOTHESIS OF STUDY
Consumers are dissatisfied with the quality of service maintenance provided by Anammco.
Hi: Customers are pleased with Anammco’s service and maintenance quality.
Customers are dissatisfied with Anammco’s adjustments to its auto maintenance service.
H2: Ananmmco’s charges for auto maintenance services are acceptable to the customer.
Ho: Anammco’s promotional initiatives do not raise client knowledge of the service.
H3 Anammco’s promotional initiatives raise client awareness of their service.
Ho: Anammco’s auto maintenance services are not easily variable.
H4: Anammco’s auto maintenance services are easily adjustable.
H2: The availability of spare parts is a concern for Anammco’s vehicle maintenance.
H3: Consumers are dissatisfied with ananmmco’s charges in
1.5 SIGNIFICANCE OF THE STUDY
The outcome of this job will significantly assist management at an auto mechanical firm/workshop in understanding the types of services their consumers want to receive and the hurdles that stand in their way. This awareness is critical because it will allow them to acquire and retain enough client patronage to ensure profitable operations through the use of marketing.
concept.
The prospective auto mechanic will also profit from the research since it will provide him with information about the problems inherent in the auto mechanic business that he is likely to meet and will assist him in avoiding them.
Also, the research is advantageous to the complexities of the marketing research exercise.
This work might also be beneficial to potential auto maintenance by serving as a service.
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
According to the character institute of marketing, marketing is the management process responsible for recognizing, anticipating, analyzing, and serving the needs of customers in order to maximize revenue.
According to Stanton, services are those individually identifiable essentially intangible actions that provide want fulfilment and are not necessarily attempted to sell a product or another service.
Promotion: This is the component that the business uses to educate and persuade the market about the company’s services (Ebue 1996: 58).
Price is a monetary measure of a product’s value.
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