Lub Dagangan was founded by Dato Paduka Rahmat bin Abu Bakar, Dato has sign
contract with Petronas to become Sole distributor in the of the Petronas lubricant in
the high street market.
In 2008, Petronas Dagangan Bhd has bought the remaining 80 per cent stake in Lub Dagangan Sdn Bhd from Natpet (M) Sdn Bhd and Yasmin Jurumuda Sdn Bhd for RM16.2 million. On completion of the purchase within two months
Lub Dagangan will is a wholly-owned subsidiary of Petronas Dagangan.This purchase will help accelerate growth in its lubricant business by synergising its offerings with Lub Dagangan.
Syntium is Petronas lubricant brand for synthetic and semi synthetic Syntium need to competed directly with major player like Shell, Mobil and many more. They already establish long time ago in Malaysia. Petronas is still ranked behind the Shell and Castrol Company in the Malaysia market and this problem needs to be solved before it gets worst.
The Lub Dagangans target is to become market leader in high street market in Malaysia Lub Dagangan must improve customer perception towards Syntium lubricant Improve the weaknesses and strength up the factor become strength of Syntium lubricant All the feedback must be respond aggressively to make sure all of the customer will satisfy and continue buying it
Many factor can affect the customer like dealer or workshop to choose or purchase
This study to determining the factors business to business customer perception of the Syntium
lubricant.
1. 2.
To determine whether quality of product affect customer perception. To determine whether the pricing in lubricant effect have impact in customer perception.
3.
Customer perception of Syntium lubricant and its factor are subjective and it is not easy to measure.
The sample of the study is limited due to the time constraint because I have only about 3 months to complete this report.
There are limited skills that researchers have that make the
research more complicated. High level of skill is needed in order to get excellent findings.
The present study was limited by the small sample size and it
will affect the analyze of data. However, the efforts are made to minimize the factors from affecting the result of the study.
Sometime data gathered come from unwilling respondent, or respondent with some limitation.
Time is a crucial restrain that the researcher to face. The researcher has given short time to complete the task, study to
Confidentiality of data not all data available in the company is made accessible to the researcher.
Financial constraints the research need high cost to finance especially the cost is being borne by researcher.
The company This research also may help the Lub Dagangan to examine these factors on lubricant market before they make any decision to make marketing program. Furthermore, the management can make a better planning and strategy for improving their product and thus increasing their profit. The researcher For the researcher, this research may be able to educate me as the students on a problem in lubricant market and help me to identify and give the experience in the real corporate world. Other researches By conducting this study, it will contribute to the pool of the knowledge. The researcher wishes that the result be found useful to other researcher who are interested to pursuing the topic of interest
This research focuses only for high street market. Workshop, dealer, premium dealer is being studied for the research business to business customer perception of Syntium lubricant. The distribution of the questionnaire for this study are limited to the Klang valley and no other competing brand are include in this study The subjects of the study include the quality of the Syntium lubricant, the pricing strategy, and the brand image of the lubricant. Total of 50 questionnaires are to be disseminated at random by using convenience sampling method
Secondary data
company database.
The company staff can give insight idea about the problem their faces, the real experience to make this research success
Journals are important in order to study previous research already conducted in particular field.
Reference book will be use to provide deeper understanding for this subject of study.
The internet is rich of valuable information and can aid researcher in this research
Primary data
Interview was conducted with the person in charge of the dealer and workshop, this is to further explore
The questionnaire will be disseminated by the researcher to the respondents. The researcher would be present when the respondent is answering the questionnaire in order to answer queries related to the questionnaire.
Method of sampling
For this study, the data will be collect by convenience sampling method. Sampling units are accessible and easy to measure. The researcher will meet and interview the selected LUB Dagangan customer to complete the questionnaires.
Population
The suitable population for the study are the dealer of the lubricant product, workshop around Klang Valley
The rule of thumb for the number of a sampling unit is 10% of population. But considering that this is a small study, 50 respondents will be enough to generalize the perception of the data.
Questionnaire is an efficient collection data collection mechanism (Sekaran, 2000) since the researcher knows what is required and how to measure the variables.
The proposed method to analyze data suggests that this study is a quantitative
study. The study will use various statistical tests and Statistical Package for Social Science (SPSS) Version 16.0 to interpret the results of data
Factor analysis will be conducted. Cronbachs alpha will be used to test the reliability of scales because Cronbachs scale is best used for multipoint scaled items.
Multiple Regression Analysis will be used to determine the most significant factor(s) the pricing of the lubricant the logistic solution of the lubricant and the quality of the lubricant
business types Cumulative Frequency Valid premium dealer dealer spare part shop workshop chain workshop Total 3 5 5 34 3 50 Percent 6.0 10.0 10.0 68.0 6.0 100.0 Valid Percent 6.0 10.0 10.0 68.0 6.0 100.0 Percent 6.0 16.0 26.0 94.0 100.0
Percent
2.0 10.0 46.0
200M to 500K
500K to 1M More than 1M Total
14
10 3 50
28.0
20.0 6.0 100.0
28.0
20.0 6.0 100.0
74.0
94.0 100.0
Years in business Cumulative Frequency Percent 8.0 30.0 Valid Percent 8.0 30.0 Percent 8.0 38.0
Valid
4 15
5 10 years
10 20 years More than 20 years Total
11
16 4
22.0
32.0 8.0
22.0
32.0 8.0
60.0
92.0 100.0
50
100.0
100.0
Region in Klang Valley Cumulative Frequency Valid cheras ampang gombak klang petaling jaya kajang bangi kepong others Total 4 3 5 1 12 3 6 2 14 50 Percent 8.0 6.0 10.0 2.0 24.0 6.0 12.0 4.0 28.0 100.0 Valid Percent 8.0 6.0 10.0 2.0 24.0 6.0 12.0 4.0 28.0 100.0 Percent 8.0 14.0 24.0 26.0 50.0 56.0 68.0 72.0 100.0
Dealer/workshop another brand lubricant status Frequenc y Valid Have use, distribute another brand product Do not have use,distribute another 27 54.0 54.0 100.0 23 Percent 46.0 Valid Percent 46.0 Cumulative Percent 46.0
brand product
Total 50 100.0 100.0
Dealer/workshop Syntium lubricant status. Frequenc y Valid Have use, distribute Syntium product Do not have use,distribute Syntium product Total 50 100.0 100.0 Percent Valid Percent Cumulative Percent
47
94.0
94.0
94.0
6.0
6.0
100.0
Independent variable
Dependent variable
Quality
RQ1:Syntium lubricant can protect the engine better from others Ho: The level of decision of dealer or workshop is not positively related to its characteristics H1: Dealer or workshop with a greater degree of quality of lubricant will choose product that have higher quality
Syntium lubricant can protect your engine better than others * business types Crosstabulation Count business types premium dealer Syntium lubricant can protect your engine better than others agree strongly agree Total 3 3 0 5 0 5 7 34 1 3 11 50 disagree uncertain 0 dealer 0 spare part shop 0 workshop 1 chain workshop 1 Total 2
0 0
0 5
2 3
7 19
0 1
9 28
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 24.920a 22.782 2.970 50 df 12 12 1 sided) .015 .030 .085
a. 17 cells (85.0%) have expected count less than 5. The minimum expected count is .12.
Rejection Region
2 x = 44.311
CV=
x 0.05,12 =26.2962
CV=
0.05,16 =
26.2962
Test statistic =
Since the value of the test statistics x = 24.920 is higher than the critical value x 0.05,12 = 21.0261 is falls inside the rejection region. Therefore, the decision is to accept H1. This is support by p-value = 0.950 is greater than 0.05. It can be conclude the level of decision of Dealer or workshop with a greater degree of quality of lubricant will choose product that have higher quality
RQ2: Pricing of Syntium lubricant give more profit as compared to other brands
Ho: The level of decision of dealer or workshop is not positively related to its characteristics H2: Dealer or workshop with a greater degree of pricing strategy will choose the product that will offer good price over the product
Pricing of Syntium lubricant give more profit as compared to other brands * business types Crosstabulation Count business types premium dealer Pricing of Syntium lubricant give more strongly disagree disagree uncertain 2 0 1 dealer 0 1 0 spare part shop 0 1 0 workshop 0 2 11 chain workshop 0 0 1 Total 2 4 13
profit as compared
to other brands
agree
strongly
0
0 3
4
0 5
2
2 5
17
4 34
2
0 3
25
6 50
agree
Total
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 44.311a 28.168 df 16 16 sided) .000 .030
Linear-by-Linear Association
N of Valid Cases
5.534
50
.019
Rejection Region
2
CV=
x 0.05,12 = 26.2962
Test statistic =
CV=
0.05,16
= 26.2962
x = 44.311
Since the value of the test statistics x = 44.311 is higher than the critical value x 0.05,16 = 26.2962 is falls inside the rejection region. Therefore, the decision is to accept H2. This is support by p-value = 0.950 is greater than 0.05. It can be conclude the level of decision Dealer or workshop with a greater degree of pricing strategy will choose the product that will offer good price over the product
RQ3: Pricing of Syntium lubricant is competetive against other major lubricant brands
Ho: The level of decision of dealer or workshop is not positively related to its characteristics H3: Dealer or workshop with a greater degree of brand image will choose the product that can offer the good brand image
Pricing of Syntium lubricant is competetive against other major lubricant brands * business types Crosstabulation Count business types premium dealer Pricing of Syntium lubricant is strongly disagree disagree uncertain agree strongly agree Total 0 0 0 0 3 3 dealer 0 1 0 4 0 5 spare part shop 0 1 0 4 0 5 workshop 1 2 12 16 3 34 chain workshop 0 1 1 1 0 3 Total 1 5 13 25 6 50
competetive against
other major lubricant brands
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 33.283a 27.307 5.501 50 df 16 16 1 sided) .007 .038 .019
a. 23 cells (92.0%) have expected count less than 5. The minimum expected count is .06.
Rejection Region
2
CV=
x 0.05,12 = 26.2962
Test statistic =
CV=
0.05,16
= 26.2962
x = 33.283
Since the value of the test statistics x = 33.283 is higher than the critical value x 0.05,16 = 26.2962 is falls inside the rejection region. Therefore, the decision is to accept H3. This is support by p-value = 0.950 is greater than 0.05. It can be conclude the level of decision Dealer or workshop with a greater degree of brand image will choose the product that can offer the good brand image
Dealer or workshop choose the product that can offer the product that can offer good price over product Dealer or workshop choose the product that can offer the good brand image
Lub Dagangan must create high quality product and keep improving the quality of the product
Lub Dagangan must improve the perception of the customer about brand image Lub Dagangan must implement more profitable pricing to capture more market share