HINDUSTAN PETROLEUM CORPORATION LIMITED

PROJECT REPORT

ON

“ ST UD Y O F T H E F O R E C O U R T S A L E S MA N A N D SE R V IC E S
P R O VID E D A T R E T A I L O UT LE T S O F H PC L ”

FOR

H IN D US T A N PE T R O L E UM C O R P O R A T I O N LI MI T E D .

S UB MI T T E D T O

B A LA J I I N S T I T UT E O F M O D E R N MA N A G E M E N T , PUN E

I N F ULF I LM E N T O F T W O Y E A R S F U L L T I ME C O UR SE

M A S T E R S I N B U SI N E S S A D M IN IS T R A T I O N ( MB A )

S UB MI T T E D B Y

D e vi n a kr i t i T h a ku r

( B A T C H 2 01 3 - 15)

S R I B A LA J I SO C IE T Y , P UN E

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A CKNOW LEDGEMENT

I wish to express my sinc ere thanks and gratitude to

Mr.A shish Deshmukh , Sr. manager- Capability B uilding ,
Mumbai Regional o ffice , fo r giving me an oppo rtunity to
do my summer training in their esteemed o rganizatio n,
HINDUSTA N PETROLEUM CORPORA TION LTD.

I also thank every single individual in the team who has

helped me in doing this pro jec t.

This projec t co uld no t ha ve been co mplete witho ut the

guidance o f my Projec t guide Mr. Swapnil A ttarde, Area
sales manager.

Onc e again I express my gratitude to everybo dy fro m

HPCL fo r their co ntinuo us suppo rt to wards my researc h
effo rts and fo r their kind co -o peratio n.

Devinakriti Thakur

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EXECUTIVE SUMMARY

Title of the Project: Assessment OF the Forecourt Sales Man and Customer
Overview of Forecourt Sales Man working in Retail Outlet.

Objective of the Project:

• This project is undertaken to study the Customer Overview Forecourt Sales
Man working Retail Outlets of different fuel supplying companies such as
HPCL.

• To Evaluate the customer relation and response to the HPCL Forecourt sales
man (FSM)

• Evaluate whether the Standards established for providing services is

followed by FSM.

• Assessment of forecourt sales man

I intended to find out the factors that influence the Customers choice of Retail
outlets. This will help HPCL in formulating better marketing strategies and
improvements. I am confident that this project will help me in opportunities in
petroleum industry and future career also.

I had done this project for HPCL because it is one of the NAVARATNA
COMPANIES OF INDIA and is a government of India enterprise. HPCL is
supposed to be one of the best fuel suppliers in India.

This project is a market research carried out in Mumbai during the period 05 th May
2014 To 4th JULY 2014.

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This project has been carried out by conducting------

1. Initial discussions with Forecourt sales man.

2. Customer survey through retail outlets
a. Customer segmentation
b. Feedback.

Findings
 Majority of customers are satisfied with service given at retail outlets
 The Forecourt sales men were much satisfied with the working environment,
but some of the outlets were not having proper sanitation in the working
area.

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TABLE OF CONTENTS
S.NO. Topic P a ge n o .

1. I N TR O DU C TI ON O F C O M P ANY 6

 Introduction of HPCL 8

 H I S T OR Y OF HP C L 12

 I n t r o d u c t i o n t o H. P R e t a i l i n g 17

2. R e s e a r c h o b je c t i v e 20

3. R e s e a r c h me t h o do l o g y 21

 R e s e a r c h me t h o d 21

 S a mp l i n g d e s i g n 22

4. A n a l ys i s

 Survey on customer satisfaction with the 23

services provided at the outlet
 Survey on Forecourt Sales Man job satisfaction 29

5. Limitation 40

6. Findings 41

7. Recommendation 42

8. Bibliography 43

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INTRODUCTION
HPCL is a Government of India Enterprise with a Navratna Status, and a Fortune
500 and Forbes 2000 company, with an annual turnover of Rs. 1,32,670 Crores and
sales/income from operations of Rs 1,43,396 Crores (US$ 31,546 Millions)
during FY 2010-11, having about 20% Marketing share in India among PSUs and
a strong market infrastructure. HPCL's Market Sales (including exports) are 27.03
MMT in this period.

HPCL operates 2 major refineries producing a wide variety of petroleum fuels &
specialties, one in Mumbai (West Coast) of 6.5 Million Metric Tonnes Per Annum
(MMTPA) capacity and the other in Vishakapatnam, (East Coast) with a capacity
of8.3 MMTPA. HPCL holds an equity stake of 16.95% in Mangalore Refinery &
Petrochemicals Limited, a state-of-the-art refinery at Mangalore with a capacity of
9 MMTPA. In addition, HPCL has constructed a 9 MMTPA refinery at Bathinda,
in the state of Punjab, as a Joint venture with Mittal Energy Investments PVT.
LTD and is soon to be commissioned.

HPCL also owns and operates the largest Lube Refinery in the India producing
Lube Base Oils of international standards, with a capacity of 335 TMT. This Lube
Refinery accounts for over 40% of the India's total Lube Base Oil production.
HPCL's vast marketing network consists of 13 Zonal offices in major cities and
101 Regional Offices facilitated by a Supply & Distribution infrastructure
comprising Terminals, Pipeline networks, Aviation Service Stations, LPG Bottling
Plants, Inland Relay Depots & Retail Outlets, Lube and LPG Distributorships.
HPCL, over the years, has moved from strength to strength on all fronts. The
refining capacity steadily increased from 5.5 MMTPA in 1984/85 to 14.8 MMTPA
presently. On the financial front, the turnover has grown from Rs. 2687 Crores in
1984-85 to an impressive Rs 1,32,670 Crores in FY 2010-11. Currently,
Government owns a stake of 51% in HPCL.

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WE B E LI E V E

Our Mission

" HP C L , a l o n g wi t h i t s jo i n t v e n t u r e s , wi l l b e a f u l l y i n t e g r a t e d
c o mp a n y in the h yd r o c a r b o n s sector of exploration a nd
p r o d u c t i o n , r e f i n i n g a n d ma r k e t i n g ; f o c u s i n g o n e n h a n c e me n t o f
p r o d u c t i v i t y, q ua l i t y a n d p r o f i t a b i l i t y; c a r i n g f o r c u s t o me r s a n d
e mp l o ye e s ; caring for e n v i r o n me n t protection and c u l t u r al
heritage.

I t wi l l a l s o a t t a i n s c a l e d i me n s i o n s b y d i v e r s i f yi n g i n t o o t h e r
e n e r g y r e l a t e d f i e l d s a n d b y t a k i ng u p t r a n s n a t i o n a l o p e r a t i o n s ."

O u r Vi s i o n

T o b e a Wo r l d C l a s s En e r g y C o mp a n y k n o wn f o r c a r i n g a n d
delighting the c u s t o me r s wi t h high quality products a nd
i n n o v a t i v e s e r v i c e s a c r o s s d o me s t i c a n d i n t e r n a t i o n a l ma r k e ts
with aggressive g r o wt h and delivering s u p er i o r financial
p e r f o r ma n c e . Th e C o mp a n y wi l l b e a mo d e l o f e x c e l l e n c e in
me e t i n g social c o m mi t me n t , e n v i r o n me n t , health and safety
n o r ms a n d i n e mp l o ye e w e l f a r e a n d r e l a t i o n s

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OUR BUSINESS:
1. MARKETING:

A) LPG:
Since its introduction in 1955, LPG consumption has increased manifold. It has
become the household fuel of choice. At last count, HPCL had nearly 22 million
domestic LPG consumers.

HP Gas, the HPCL brand of LPG, is bottled at 40 plants spread across the country
with a total capacity of 2000 TMT Per Annum.

Safety is ensured at every stage, from bottling to distribution, by subjecting all

related operations to the closest scrutiny and conforming to international safety
standards, making HP Gas the safe, convenient fuel our consumers have come to
trust.

Exiting developments have taken place in the LPG section. In its endeavour to
improve the costumer satisfaction, HPCL has launched the Ji Haan , services in
2002, aimed at reinforcing a strong positive service orientation of HP Gas. Basis
research finding on customers apprehension on the weight of gas in cylinders,HP
Gas has, since last year, provided weighing scales to all its delivery boys across the
country, given the customer an option to weigh the cylinders at their doorsteps

The Reticulated system or Piped LPG for domestic use is a value addition to
customers, with a view to enhance safety, loyalty and uninterrupted supply of gas
to households. In this direction, HPCL has successfully installed reticulated supply
in Mumbai, Pune, Jaipur, Cochin, Delhi, Visakh, Hyderabad, Kolkata and
Bangalore covering more than 1600 flats.

B) INTERNATIONAL OPERATIONS:

At the initial stages, the International Division started out with handling import
facilitation for large consumer of Fuel Oils. The divisions also engaged in direct
export of lubricating oils to countries like Nepal, Bangladesh, Malaysia, Sri Lanka
and Saudi Arabia. In order to expand its operations and tab export market, the

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Division has started appointing distributors for marketing to lubricating oils &
specialty products.

Presently, distributors in Nepal, Bangladesh & Sri Lanka are regularly marketing
HP Products in these countries and we are actively looking at appointing
distributors in Africa & Malaysia.

With the rapid changes that are taking place in the Indian Petroleum scenario, the
International Division is fast gaining a reputation in the markets. Apart from
handling exports of surplus refinery products for HPCL, the International Division
has started facilitation of Naphtha exports for the Oil & Natural Gas Commission
(ONGC) and is actively seeking new opportunities. HPCL has exported bulk
petroleum products such as Naphtha, Fuel Oils and Gasoline mostly to countries in
Far East.

C) BULK FUEL SPECIALITIES:

HPCL s petroleum products cover numerous applications. From automobile,

aviation marine and power plant fuels to being used in the manufacture of products
such as fertilizers, carbon black, jute, insecticides, cosmetics, edible oil, fabrics
compact discs and medicines.

We are the second largest producers of Bitumen in India with annual sales of more
than 600 Thousand Metric Tons (TMT). Ongoing R&D to meet the fast changing
and critical needs of customers have resulted in several product improvements like
rubber & polymer modified bitumen and emulsions.

For over 25 years, HPCL has been providing fuelling services at all the major
Indian ports. We are the marine lube partners of Total Lubricants, France,
manufacturing and supplying the TOTAL brand of marine lubes.

HPCL is one of the largest suppliers of fuel to state owned and Independent Power
Plants (IPPs).We also cater to the Industries requirement of Specialties like
Hexane, Solvents, MTO etc.

D) LUBRICANTS:

The HP Engine Oils product range covers over 300 brands of lubricants, greases
and specialties catering to the automotive as well as industrial sector. With
consumers recognizing the importance of high quality lubricants in ensuring
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prolonged and trouble-free operations, the demand for HP engine oils, gear oils,
transmission oils, greases and other specialties have gone up appreciably over the
years.

Behind the success of HP Engine Oils lie years and years of research and technical
Expertise. They are engineered to meet the rigors of modern automobiles and the
extreme service conditions of highly sophisticated industrial machines.
HPCL has six lube blending plants at Mumbai, Calcutta, Chennai and Silvassa.

Based on extensive market research, the lubes business unit has launched several
new brands, which have become highly successful in the market. A large number
of new industrial grades have also been introduced to meet specific requirements
of industrial consumers.

HPCL has also introduced a large number of Exclusive Lube Distributors who are
accessing remote corners of the Bazaar trade. To cater to small volume customers,
HPCL has recently launched CFAs. Our market now extends to countries like
Nepal, Sri Lanka, Bangladesh, Saudi Arabia and Malaysia.

E) RETAIL:

The retail business unit of HPCL is oriented towards delivering better and faster
service to consumers. Recognizing that our consumers will be better served by
offering them a wide range of non-fuel services; the corporation has sized the
opportunity through some extensive market research banked initiatives.

Our new retail brand, Club HP seeks to redefine the way fuel is retailed in India.
Offering the promise of outstanding care for the costumer and the vehicle, Club HP
will create a large base of loyal consumers who will look for the distinct red and
blue logo whenever they need fuel for their vehicle. Club HP outlets offer one stop
convenience so that one can do many things in same window of time - pay his
bills, shop for groceries, visit the ATM, get a quick check done on their vehicle
and even arrange servicing and repairs if need arises.

Club HP outlets in major cities offer new generation fuels, blended with specially
imported multi-functional additives. Power, our branded petrol has created a niche
for itself and is already a favourite of the discerning consumers. Turbojet, the first
branded diesel to be launched in country, is proving to the equally the favourite of
the personal diesel vehicle owners in urban markets.
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F) AVIATION:

HP Aviation offers into-plane fuel service at the major airports in India. Hindustan
Petroleum s Aviation Service Facilities, Intermediate Storage Installations and
Laboratories handling Jet Fuel are approved and periodically audited by the
Directorate General of Civil Aviation, Government of India (DGCA).
HP Aviations installations at Mumbai, Delhi, Chennai, Kolkata, Cochin and
Calicut are certified to the ISO 9001:2000 standards.

2. REFINERIES:

OVERVIEW:

Without refining, the rich resources of crude petroleum of nature would remain
latent. Value-added products from crude petroleum like petrol, diesel, kerosene;
liquefied petroleum gas, naphtha and many more products would not be available
for growth and development of a nation.

The two coastal refineries at Mumbai and Vishakhapatnam and one joint venture
refining facility at Mangalore Refinery & Petrochemicals Limited have been
sustaining almost 20% of India s refining requirements. HPCL refineries upgrade
the crude petroleum into many value-added products and over 300 grades of
lubricants, specialties and greases. The Lubricating Oils Refinery set up at Mumbai
is largest refinery in India.
The refinery produces superior quality lube base oils. The offsite product handling
facilities of refineries at Mumbai and Vishakhapatnam has been automated.

Projects have been implemented and facilities upgraded to produce green fuels like
unleaded petrol and low sulphur diesel. The refineries have been benchmarked by
an international agency for various performance parameters. Numerous awards
have been bestowed on both the refineries in recognition of the efforts in the field
of energy conservation, environment and safety.

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HISTORY OF HPCL
1952 – On July 5th, 1952, the Company was established in the name of Standard
Vacuum Refining Company of India Limited.

1962 - Name was changed to ESSO Standard Refining Company of India Limited
on 31st March 1962.

1974 – HPCL got its present name on July 15th, as a result of conglomeration of
ESSO Standard Refining Company of India Limited and Lube India.

1976 - Caltex Undertakings was taken over by the Government of India as a result
of nationalization and merged with HPCL.

1979 – HPCL took over the undertakings of Kosan gas Company Ltd.

It has promoted several joint ventures like Prize Petroleum Co & South Asia LPG
Co, Mangalore Refinery & Petrochemicals (MRPL), Punjab Refinery project,
Hindustan Colas, Petronet India, Visakh Power Project.

2000 - Scheme of amalgamation of Industrial Perfumes Ltd. with the company is

effective from 9th February, with retrospective effect from 1st January, 1999.
 The Company has signed a confidentiality agreement with Totalfina of
France to look at downstream areas, including retailing, once the domestic
oil sector is opened up.
 The Company has decided to float a joint venture information technology
company for its e-commerce and other internet based services foray.
 The Company has set up Rs 2900 crore power project in Visakhapatnam as
part of the company's diversification strategy.
 HPCL has signed a business initiative with internet service provider (ISP)
Satyam Infoway Ltd. to set up more than 200 cyber cafes at its retail outlets
across the country.
 Pepsi has entered its second cyberspace venture forging a tie-up with Satyam
and the company as the official beverages supplier for their Speednet
project.

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 Mangalore Refinery and Petrochemicals, the joint venture between

Hindustan Petroleum Corporation and the AV Birla Group of companies is
signed a memorandum of understanding with Kuwait Petroleum Corporation
for joint efforts in the downstream sector.
 Hindustan Petroleum Corporation Ltd. has entered the Bangladesh lubricants
market with a range of its diesel engine and motor oil.
 Hindustan Petroleum Corporation Ltd. along with ZIP Telecom, front-end
operator of Hughes Ispat, has set up public access telephone booths at HPCL
retail outlets across Maharashtra.
 The Company has set up two regional offices in Jamshedpur as part of its
strategy to focus on improving services.
 A subsidiary company Guru Gobind Singh Refineries has been incorporated
on Dec 2000. Land admeasuring approx. 2000 acres has been acquired

2001 - Hindustan Petroleum Corporation Ltd. has introduced its smart card in
Bangalore for the first time in the country.

2002 - HPCL approved Mangalore Refinery & Petrochemicals Ltd. (MRPL)

control to Birlas
 HPCL introduced a new system at its 6,000-odd retail outlets across the
country. The Company plans to set up facilities enabling customers to buy
original spare parts and accessories for the car.
 Tied-up with Gas Authority of India Ltd (Gail), Oil and Natural Gas
Corporation (ONGC) to purchase LPG.
 Tied-up with Lubrizol for its own brand of high-performance petrol, branded
'Power'.
 Unveiled branded petrol, diesel (Power & Turbojet respectively).
 HP unveiled new retail brand - 'Club HP' through which it intends to offer
quality personalized vehicle and consumer care through select outlets.
 FedEx inked one-year agreement with HPCL to set up transportation
services at HPCL's 100 Club HP retail outlets in eight cities in the country.
 HPCL and GAIL signed agreement for formation of new JV Company to
distribute and market environmentally friendly fuels in and around the cities
of Andhra Pradesh.

2003 - Cabinet Committee on Disinvestment (CCD) has decided to divest 34.01

per cent equity in Hindustan Petroleum Corporation Ltd (HPCL) to a strategic

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partner. HPCL formed alliance with Chennai-based KwickTel Communications to

launch vehicle tracking system. HPCL became the second largest firm in terms of
sales with a turnover of over Rs 50,000 crore - Launched loyalty Plan for its LPG
Consumers.
 Launched a new scheme where in the LPG (liquefied petroleum gas)
delivery boys will carry portable weighing scales, so that HP customer can
measure the Gas contend in cylinder before receiving it
 Unveiled a high-octane petrol brand in the market named as 'Power '93'
 Tied-up with Chevron for Aviation Turbine Fuel (ATF) business.
 HPCL has signed agreement with Oil & Natural Gas Corporation (ONGC)
for sourcing crude oil.
 HPCL has unveiled Smart Card which a customer could use to pay for petrol
or diesel bought at HPCL's outlets.

2004 - Hindustan Petroleum Corporation Ltd (HPCL) has formed a 50:50 joint
venture with Total Gas and Power India (TGPI), a wholly-owned subsidiary of
Total France, to develop the biggest underground 'Cavern LPG Storage' project at
Visakhapatnam.
 HPCL signed agreement with US Pizza, a pizza outlet, which would be
opening over 500 delivery units at HPCL's outlets around the country. The
understanding is aimed at making the partnership the largest food chain in
the country.
 Birla Power Solutions, a Yash Birla Group company, has tied up with
Hindustan Petroleum Corp Ltd (HPCL) to produce electricity generators,
which run on LPG.
 HPCL launched unique smart card.
 HPCL signed MoU & Confidentiality agreement with Chevron Texaco.

2005 - HPCL signed MoU with RCF (Rashtriya Chemicals Fertilisers Ltd )
HPCL has roped in celebrities like Sania Mirza to endorse retail brands (club HP)
 Pizza Corner has forged alliance with HPCL
 Amex, HPCL unveiled co-branded credit card
 HPCL partnered with MSFCL for bio-diesel venture
 HPCL signed an agreement with BP plc (formerly known as British
Petroleum) to form 50:50 strategic joint venture partnership
 HPCL signed MoU with Gail on November 16, 2005

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2006 - HPCL, MyTVS unveiled MyTVS Club HP Smart cards HPCL signed MoU
with SINOPEC HPCL joined hands with Malbro Appliances to market LPG stoves
Kamat Group joined hand with HPCL for food joints
Nirlep Appliances Ltd, manufacturer of cookware, has entered into a marketing
pack with HPCL for marketing non-stick cookware, regular inner and outer lid
pressure cookers and gas stoves.

2007 - Hindustan Petroleum Corporation Ltd (HPCL) and ONGC have signed a
Memorandum of Understanding (MoU), covering Product Sale Purchase,
Infrastructure Services and Co-operation in Energy & related fields. 2008 - HPCL
signed MOU with Shree Renuka Sugars Ltd
 HPCL joined hand with CREDA
 HPCL forays ethanol business

2009 – HPCL had a Joint Venture to form Hindustan Biofuels Limited (HBL), for
production of ethanol and to carry out the research works in Bio-fuels industry.

2010-2012-
 HPCL ranks 1021 in Forbes 2000 list
Hindustan Petroleum Corporation Ltd. HPCL is ranked 1021 position during
2011-12 in the prestigious list of Forbes 2000.

 IFCA STAR 2011 Awards

HPCL has been conferred with two IFCA (Indian Flexible Packaging &
Folding Carton Manufacturers’ Association) STAR 2011 Awards, in
recognition of excellence in Packaging for introducing new technology /
printing in Lube Oil Sector. 1) In-Mould Labelling (IML) Technology for
Lube Oil HDPE containers. 2) Heat Transfer Labelling (HTL) Technology for
Lube Oil buckets.

 PETROFED - Project Management Company of the year award

HPCL has bagged the PETROFED Project Management – Company of the
year award (in Rs. 500-2000 Crore Category) for Guru Gobind Singh Refinery
Products Evacuation Project (GGSRPEP) at New Delhi for its performance in
completing the project successfully during 2010-2011, at less than approved
cost, managing project schedule and quality while meeting norms of
Occupational Health & Safety.

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 Internal Communication Excellence (ICE) Award

HPCL’s Foundation Day Journal released specially on the occasion of 36th
Foundation Day during July 2011 has bagged the Internal Communication
Excellence Award, popularly known as ICE Award, instituted by Shailaja Nair
Foundation, Mumbai. HPCL has bagged two awards for the In-house Journal
under the categories “Employee Participation” and “Special Issue of the
Year”.

 Scope Meritorious CSR Award 2010-11

The prestigious SCOPE Meritorious Award for Corporate Social
Responsibility & Responsiveness Commendation Certificate for the year
2010-11 from Her Excellency, The President of India Smt. Pratibha Devisingh
Patil.

 Golden Peacock Award 2012

HPCL’s Mangalore LPG Import Facility (MLIF) has been conferred with the
prestigious Golden Peacock Award 2012 for Occupational Health and Safety.

 NDIASTAR 2012 Award

HPCL was conferred with INDIASTAR 2012 Award by the Indian Institute of
Packaging (IIP), as recognition of excellence in Packaging for ‘TamperGard
Security Labels on 210 Litres Lube Oil Metal Barrels’.

2013- Global CSR Excellence & Leadership Award 2013:

HPCL has won Global CSR Excellence & Leadership Award 2013 conferred
by World CSR Congress on World CSR Day. HPCL won awards in the
following three categories.
o Best Corporate Social Responsibility Practices
o Support and Improvement in Quality of Education
o Most Caring Company of India

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INTRODUCTION TO HP RETAILING
OVERVIEW:

At HPCL retail outlets we believe in maintenance. Maintaining not just the

vehicle, but a steady relationship with our consumer. And to do so, provide better
and efficient services. We take care of not only your fuelling needs, but also
complete vehicle care. We stock related products like tyres, batteries and
accessories, so you don't have to go shop - hopping. All our other value - added
services ensure that your vehicle is well looked after.

And while we share your concern for your vehicle, we also value your time. So
we bring you conveniences that allow you to carry out your banking activities,
make important calls or send an e - mail, and even shop for essential grocery items.
Complete attention for you and your vehicle at one stop. The HP retail outlet.
Simply drive in, anytime, anywhere. And let us do the pampering have been
implemented and facilities upgraded to produce green fuels like unleaded petrol
and low sulphur diesel.

The refineries have been benchmarked by an international agency for various

performance parameters. Numerous awards have been bestowed on both the
refineries in recognition of the efforts in the field of energy conservation,
environment and safety.

VISION:

Through the process of ACE (Achieving Continuous Excellence) Retail SBU

developed a vision that was co-created by the employees of the SBU. Based on the
vision, cross functional sub-groups of Officers from marketing, finance and HR
department closely interacted with customers in various market segments such as
Highway, Rural, 2- wheeler/3-wheeler and Car segments to develop a customer
centric dynamic business strategy. The SBU Vision is given hereunder:

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 Highest performer in sales growth over industry.

 Sustained profitability through increased sales, ARB earnings, cost
optimization, branded fuels and branded lubricants.
 Customer delight at the point of interface. Fulfilling the stated and latent
needs of the customer through innovative products and services.
 Competent, committed and empowered employees.
 Sense of pride and mutual trust and camaraderie. Conducting business in a
fair, transparent and ethical manner.

QUALITY ASSURANCE INITIATIVES:

 HPCL Quality Assurance initiative under the banner Good Fuel Promise has
been given thrust through various pioneering initiatives. HPCL has
pioneered the concept of exclusive Mobile Labs. to strengthen the
commitment of Good Fuel Promise at the retail outlets. 10 Mobile Labs have
been commissioned during the year for conducting quality assurance checks
exclusively at Club HP Outlets.
 We have also finalized the International Agency M/s. Bureau Veritas for
conducting Surveillance Audit of Club HP Outlets.
 A special scheme was introduced to cover our Retail Outlets under ISO
Accredition.
 53 Retail outlets have been accredited during the year.
 During the year 40 retail outlets in Mumbai and Vashi were covered under
the Retail Automation program. The program which was pioneered as a
unique initiative last year is based on the international practice of quality
assurance through quantity checks.

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Research Objectives

Objective of the Study

The main objective to tis market research is to understand and asses the working of
Forecourt sales man.

Primary Objective

 To determine the Customer satisfaction with the Services provided by the

FSM at the retail outlet

 To Evaluate the customer relation and response to the HPCL Forecourt sales
man (FSM)

 Evaluate whether the Standards established for providing services is

followed by FSM.

 To analyze the working environment of the FSM and to study whether the
facilities provided to the FSM are as per the standards.

Scope of the Study

 The research is basically conducted to understand the working of FSM.

 It’s to analyze if the working environment provided to the FSM are as per
the standards.
 The work done and services provided to the customers by the FSM at the
outlet is as per the standards and meets the customer expectation.

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Research Methodology
Research methodology is a way to systematically solve the research problem. It
may be understood as science of studying how research is done scientifically. In it
we study various steps that are generally adopted by a researcher in studying his
research problem along with logic behind them.
 HPCL Consists of 3 sales areas in Mumbai

 North sales area

 South sales area

 West sales area

 Overall 92 outlets are present in Mumbai.

 For conducting the research the North sales area was assigned for the same.
North sales area consists of 33 outlets.

Research method
In this project two type of survey were taken into consideration to understand the
customer behavior and FSM behavior

 A questionnaire was prepared to understand the customer’s response towards

the services provided by FSM at retail outlets and one more questionnaire
was prepared to assess the FSM work satisfaction.
 The question was presented in one to one interview with each of the
respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned persons
and not on questionnaire alone.
In this context the questionnaire was not a fully-fledged one and was made with an
intention of getting the main information as customers and FSM don’t have that
much time to spare and also a long questionnaire may irritate them. So the
questionnaire used in my research was really crisp and was aimed at getting the
required information in the least time, also the questionnaire was used for primary
purpose only.

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Sampling plan and Design

A Sample Design is a definite plan for obtaining a sample from a given population.
It refers to the technique to the procedure adopted in selecting items for the
sampling designs are as below:

SAMPLE SIZE
 Selecting one outlet from each North sales areas.
 The sample consisted of 122 customers. These customers were categorized
as
 Selecting sample size of 78 from 2-wheeler and 42 from 4-wheeler.
 The 2-wheeler will be petrol users.
 The 4-wheeler will consist of 22 petrol users and 20 diesel users
 Selection of 2-3 FSM from the selected outlet. Total of 20

SAMPLING METHOD
In this marketing research project, I am using Random sampling method.

SAMPLE TYPE
Area Sampling and the area of sampling is Mumbai North sales area.

Data Collection Method

Primary Data: - Primary data means data that are collected by different
techniques like questionnaire, Depth interview, Survey, Schedules etc. In this
project, primary data has been collected by the means of questionnaire.

Secondary Data: - Secondary data means data that are already available i.e.:
they refer to the data which have already been collected and analyzed by someone
else. Usually published data are available in: Various publications of the central,
state/local governments or foreign governments, technical and trade journals etc.

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The secondary data involved in this project has been gathered from the company
journal, literatures and internet.

RESEARCH INSTRUMENT: -

The research instrument chosen was a structured questionnaire. Questionnaire was

tested by Mr. Swapnil Attarde , who is Area Sales Officer of HPCL and my Project
Guide for this project, and necessary changes were made in questionnaire.

Limitation of the Study

 The sample area and sample size has been limited due to time constraint.

 Generally most of the customers do not have time at outlets to give

feedback. Some of the customers were hesitating to give response.

 All the observation and recommendation will be made on the feedback

obtained from survey.

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DATA ANALYSIS

Survey on customer satisfaction with the services

provided at the outlet

The following data shows the different factor considered to understand the
customer expectation and satisfaction towards the services provided by the FSM at
the HPCL outlet.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Overall Satisfaction 122 3 5 4.16 .720

Employee Professionalism 122 2 5 3.48 .707
Customer Friendly 122 2 5 4.05 .791
Customer service 122 2 5 3.71 .867
free air service 122 1 5 3.61 1.094
recent experience 122 3 5 4.14 .731
Quality Service 122 2 5 3.48 .707
FSM Behaviour 122 2 5 4.08 .788
Process of filling Fuel 122 2 5 3.71 .895
Waiting time in line 122 1 5 3.68 1.070
Valid N (listwise) 122

The following factors were done on the rating of 1-5 score. 1 being the least
satisfaction and 5 being the highly satisfactory.

 Interpretation
 The fields of overall satisfaction, customer friendliness of FSM, the
experience at the HPCL outlet and FSM behavior have a good score of
above 4.
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 Employee professionalism and free air service can be some area which can
be worked upon
1. Overall satisfaction of customers with the service at
HPCL

Overall Satisfaction

Cumulative
Frequency Percent Valid Percent Percent

Valid average 23 18.9 18.9 18.9

very good 56 45.9 45.9 64.8

Excellent 43 35.2 35.2 100.0

Total 122 100.0 100.0

Interpretation:

 45.90% of the customers are fully satisfied with the services provided by
HPCL.
 35.25% of the customer the services provided by HPCL are very good.
 18.85 Thinks the services are at average level.

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 The following are the data analysis of the factors in the services
provided and the customer rating for the same.

 Customer Service provided by FSM

Customer service

Cumulative
Frequency Percent Valid Percent Percent

Valid fair 12 9.8 9.8 9.8

average 32 26.2 26.2 36.1

very good 57 46.7 46.7 82.8

Excellent 21 17.2 17.2 100.0

Total 122 100.0 100.0

 Free Air service Provided at the outlet

free air service

Cumulative
Frequency Percent Valid Percent Percent

Valid poor 4 3.3 3.3 3.3

fair 15 12.3 12.3 15.6

average 36 29.5 29.5 45.1

very good 36 29.5 29.5 74.6

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Excellent 31 25.4 25.4 100.0

Total 122 100.0 100.0

 Quality of Service
Quality Service

Cumulative
Frequency Percent Valid Percent Percent

Valid fair 10 8.2 8.2 8.2

average 48 39.3 39.3 47.5

very good 59 48.4 48.4 95.9

Excellent 5 4.1 4.1 100.0

Total 122 100.0 100.0

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 FSM Behavior with customer

FSM Behaviour

Cumulative
Frequency Percent Valid Percent Percent

Valid fair 5 4.1 4.1 4.1

average 18 14.8 14.8 18.9

very good 61 50.0 50.0 68.9

Excellent 38 31.1 31.1 100.0

Total 122 100.0 100.0

 The waiting time in line for filling fuel

Waiting time in line

Cumulative
Frequency Percent Valid Percent Percent

Valid poor 3 2.5 2.5 2.5

fair 14 11.5 11.5 13.9

average 35 28.7 28.7 42.6

very good 37 30.3 30.3 73.0

Excellent 33 27.0 27.0 100.0

Total 122 100.0 100.0

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 FSM professionalism

Employee Professionalism

Cumulative
Frequency Percent Valid Percent Percent

Valid fair 10 8.2 8.2 8.2

average 48 39.3 39.3 47.5

very good 59 48.4 48.4 95.9

Excellent 5 4.1 4.1 100.0

Total 122 100.0 100.0

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Survey on Forecourt Sales Man job satisfaction

Data analysis
The following data shows the fields that are considered to understand and assess
the FSM satisfaction with HPCL.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Overall satisfaction 20 4 5 4.15 .366

Wages 20 3 4 3.30 .470
Security and administration 20 3 5 3.80 .523
Sanitation In bathroom 20 3 4 3.90 .308
Leave system 20 3 5 4.05 .605
time schedule 20 3 5 4.00 .459
Working environment 20 4 5 4.30 .470
Dealer Behaviour 20 4 5 4.30 .470
management providing Info 20 1 1 1.00 .000
Overtime 20 0 1 .20 .410
Manager Rating 20 4 5 4.25 .444
Working period 20 2 5 3.40 .754
Valid N (listwise) 20

The following factors were done on the rating of 1-5 score. 1 being the least
satisfaction and 5 being the highly satisfactory.

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1. The overall Satisfaction of FSM at HPCL

Overall satisfaction

Cumulative
Frequency Percent Valid Percent Percent

Valid very good 17 85.0 85.0 85.0

Excellent 3 15.0 15.0 100.0

Total 20 100.0 100.0

 Interpretations
 The Data shows the responded were very much satisfied with the work at
HPCL

2. The total Working period of FSM at the HPCL outlet

Working period

Cumulative
Frequency Percent Valid Percent Percent

Valid 6 months- 1 year 2 10.0 10.0 10.0

1-2 year 9 45.0 45.0 55.0

3-5 year 8 40.0 40.0 95.0

> 5 year 1 5.0 5.0 100.0

Total 20 100.0 100.0

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 Interpretations
 The FSM surveyed shows the average working period FSM in HPCL is 2-4
years.

3. Resting Room at HPCL outlet for FSM.

Resting room availability

Cumulative
Frequency Percent Valid Percent Percent

Valid no 2 10.0 10.0 10.0

yes 18 90.0 90.0 100.0

Total 20 100.0 100.0

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 Interpretations
 It was seen by the survey that most of the HPCL have Resting/changing room in them for
FSM.

4. FSM rating For Wages.

Wages

Cumulative
Frequency Percent Valid Percent Percent

Valid average 14 70.0 70.0 70.0

very good 6 30.0 30.0 100.0

Total 20 100.0 100.0

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 Interpretations
 The survey showed the FSM were Almost satisfied by the wages provided to them.

5. FSM Rating for Security and Administration

Security and administration

Cumulative
Frequency Percent Valid Percent Percent

Valid average 5 25.0 25.0 25.0

very good 14 70.0 70.0 95.0

Excellent 1 5.0 5.0 100.0

Total 20 100.0 100.0

 Interpretations
 70% of the FSM responded the security and the administration was very much
satisfactory

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6. FSM Rating for leave system.

Leave system

Cumulative
Frequency Percent Valid Percent Percent

Valid average 3 15.0 15.0 15.0

very good 13 65.0 65.0 80.0

Excellent 4 20.0 20.0 100.0

Total 20 100.0 100.0

 Interpretations
 The leave system was a satisfactory factor for the FSM at HPCl.

7. FSM rating for working hours at HPCL outlet.

time schedule

Cumulative
Frequency Percent Valid Percent Percent

Valid average 2 10.0 10.0 10.0

very good 16 80.0 80.0 90.0

Excellent 2 10.0 10.0 100.0

Total 20 100.0 100.0

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 Interpretations
 The survey revealed there was proper time schedule that was followed by
the FSM.

8. FSM rating for working environment

Working environment

Cumulative
Frequency Percent Valid Percent Percent

Valid very good 14 70.0 70.0 70.0

Excellent 6 30.0 30.0 100.0

Total 20 100.0 100.0

 Interpretations
 The working environment for FSM was very much satisfactory.

9. FSM rating for dealers Management

Dealer Behavior

Cumulative
Frequency Percent Valid Percent Percent

Valid very good 14 70.0 70.0 70.0

Excellent 6 30.0 30.0 100.0

Total 20 100.0 100.0

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 Interpretations
 The survey shows 70% of the FSM were very much satisfied with the dealer’s behavior.

10. FSM awareness about Scholarship program for their

wards.
Awareness Of Scholarship program

Cumulative
Frequency Percent Valid Percent Percent

Valid no 3 15.0 15.0 15.0

yes 17 85.0 85.0 100.0

Total 20 100.0 100.0

 Interpretations
 85% of FSM were aware of the scholarship program provided to the FSM
ward.

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11. Receiving of uniform every 6 months.

Uniform On time

Cumulative
Frequency Percent Valid Percent Percent

Valid YES 18 90.0 90.0 90.0

YES, BUT DELAYED 2 10.0 10.0 100.0

Total 20 100.0 100.0

 Interpretations
 90% FSM responded they got the Uniform every 6 months at time.

12. Management furnishing with every information and

keeping updated it to the FSM.

management providing Info

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 20 100.0 100.0 100.0

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 Interpretations
 100% of the respondent said the management provides all the information.

13. Overtime by FSM

Overtime

Cumulative
Frequency Percent Valid Percent Percent

Valid no 16 80.0 80.0 80.0

yes 4 20.0 20.0 100.0

Total 20 100.0 100.0

 Interpretations
 Only 20% of FSM said they did Overtime, which was very much
occasionally.

14. If yes for overtime, the frequency for the same.

How Often Overtime

Cumulative
Frequency Percent Valid Percent Percent

Valid N/A 16 80.0 80.0 80.0

OCCASSIONALLY 4 20.0 20.0 100.0

Total 20 100.0 100.0

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 Interpretations
 The FSM who did overtime responded it was on very much occasional basis

15. FSM rating for the Managers at the outlet.

Manager Rating

Cumulative
Frequency Percent Valid Percent Percent

Valid very good 15 75.0 75.0 75.0

Excellent 5 25.0 25.0 100.0

Total 20 100.0 100.0

 Interpretations
 75% of the FSM provided the rating of very good to their manager the rest
rated excellent.

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LIMITATIONS OF THE PROJECT

No project is ideal. In reality the researcher always comes across different

problems which act as limitations of the project. Likewise there were lots of
limitations to this project also, such as ---

I. Biased reply of respondent.

II. Lack of awareness.

III. Transportation problems because of rainy season.

IV. Time constraint.

V. Budget constraint.

VI. Non availability of data.

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Findings

 Majority of customers are satisfied with service given at retail outlets.

 Quality and appropriate quantity has the first preference in the minds of
customers when they go for filling up fuel. Also customers prefer the nearest
retail outlet.

 The free air services in some of the HPCL outlet were not in service.

 The Forecourt sales men were much satisfied with the working environment,
but some of the outlets were not having proper sanitation in the working
area.

 In small outlets the FSM did not know about the Provident fund or the
policies.

 The FSM were very casual about sharing inner details with anyone, which
can result in leaking information to the competitors.

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RECOMMENDATIONS

To enhance the market share in North Sales area of Mumbai and to provide better
services, Hindustan Petroleum Corporation Ltd. should undertake following steps -
--------

 Give proper training to delivery-boy so that he can communicate with the

customers in better way.

 Conduct Workshops for FSM where they can be trained to deal with
customers and provide services on time.

 Inspect the different outlet for the free air services as some of the outlets
were not having them in service.

 Having a resting room/changing room facility at some outlets.

 The dealers should be more interactive with the FSM as at the time of
dispute they can seek help from them.

 Provide pleasant ambience at the retail outlets and employ well trained
delivery-boys at outlets to serve customers even better so that customer get
delighted.

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BIBLIOGRAPHY

BOOKS:

Marketing Research by Naragundkar

Marketing Research by Beri

Research Methodology IInd Edition by R. C. Kothari

Websites: www.hindustanpetroleum.com

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QUESTIONNAIRE
Survey on customer satisfaction with the services
provided at the outlet

Outlet name:-

1. Type Of automobile
 2 wheeler
 4 wheeler

2. Gender
 Male
 Female

3. Type of fuel?
 Petrol
 Diesel

4. Any suggestion on improving the services?

Rate the following on the scale of 1 to 5

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(1 being the not satisfied to 5 being fully satisfied)

1 2 3 4 5

1. Rate overall satisfaction

with HPCL Services

2. Employee
Professionalism

3. Employee customer
friendly relation

4. Customer service

5. The free air service

6. The recent experience

in the HPCL outlet

7. Quality of service

8. FSM behavior

9. The process of filling

fuel

10. The waiting time

in line for filling fuel.

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Survey on FSM job satisfaction

Name:- Outlet place:-

No. of FSM in the Outlet:-

1. Rate overall satisfaction with your job at HPCL?

 Excellent
 Very good
 typical
 fair
 Poor

2. How long have you working at HPCL?

 Less than 6 months
 6months-1year
 1year-2 year
 3-5 year
 More than 5 year

3. If more than 5 years...Have you claimed the provident fund?

 Yes
 No
 Not applicable

4. If yes, how much time it took to process?

 1 month
 2 month
 3 month
 More than 3 month
 N/A

5. Is there a resting room/ changing room in the outlet?

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HINDUSTAN PETROLEUM CORPORATION LIMITED

 Yes
 No

6. Rate the satisfaction level for the following

1 2 3 4 5 0

Wages

Security & administration of your

Provident fund
Sanitation of bathroom

Proper cleanliness in the resting

room/ changing room
Leave system

Time schedule

Working environment

Relation with the dealer

(Note:- 1- Very dissatisfied, 2- Somewhat Dissatisfied, 3- Neutral, 4-

somewhat Satisfied, 5- Very Satisfied, 0- N/A)

7. Do you get your salary on time?

Yes
No
Yes, but delays.

8. If delays, delays by how much time?

 1 week
 2-3 week
 4 week
 More than 4 week

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 N/A

9. Are you aware of the scholarship programs given by H.P.C.L to FSM wards?
 Yes
 No

10.If yes have you claimed the scholarship program?

 Yes
 No
 N/A

11.Do you get a new uniform in every 6 months?

 Yes
 Yes, but delays
 No

12.If delays, delays by how much time?

 1 week
 2-3 week
 4 week
 More than 4 week

13.Does your manager keeps you updated about the new policies?
 Yes
 No
 Neutral

14.How frequently does your manager provide information to you?

 Very frequently
 Sometime
 Occasionally
 Never
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15.Do you have to do overtime?

 Yes
 No

16.How often?
 Very frequently
 Sometime
 Occasionally
 Never

17.How would you rate your manager/dealer in each of the following on a scale
of 1 to 5?

1 2 3 4 5
Communication
Planning
Coordinating
leadership
Interpersonal relationship
Motivation

18.Any suggestion for improvement in the service provided?

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