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The Effect of Brand Image on Consumer Preference: an
Assessment of Meghna Petroleum Limited’s Lube Products
Prepared by:
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur
i
Letter of Transmittal
Date:
Prof. Dr.M. Ekramul Hoque
Director, MBA (Evening) Program
School of Business
Bangladesh Open University
Gazipur, Bangladesh
Sub: Submission of master paper on: “The Effect of Brand Image on Consumer
Preference: an Assessment of Meghna Petroleum Limited’s Lube Products”
Dear Sir,
It is my pleasure to inform you that researcher going to submit by master paper on “The Effect
of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum Limited’s
Lube Products” as required for MBA program. Researcher has worked hard for preparing your
master paper more faithfully. In doing so, researcher have collected information from different
websites, company's profile, interview with company's officials after designing questionnaire and
so on. But main emphasis was on research assessment of the subject matter and interpretation of
actual scenario to make this master paper as more informative and understandable as possible.
Since this is a different sort of research paper based on a well known Energy Industry of Meghna
Petroleum Limited’s “The Effect of Brand Image on Consumer Preference. So researcher wishes
your kind consideration as well as heartily cooperation to clarify the matters of technical
difficulties and professional.
Sincerely yours,
--------------------------
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur
ii
SUPERVISOR’S CERTIFICATION
This is to certify that the master paper on “The Effect of Brand Image on Consumer
Preference: an Assessment of Meghna Petroleum Limited’s Lube Products” has been
prepared as a part of completion of the MBA program from School of Business of Bangladesh
Open University, carried out by Ejaz Ahmed, bearing ID: 15-3-34-802-002 under my supervision.
The report or the information will not be used for any other purposes.
---------------------------------------------
Ms. Adiba Anis
Lecturer (Marketing)
School of Business
Bangladesh Open University
Gazipur, Bangladesh
iii
DECLARATION OF STUDENT
I am Ejaz Ahmed, the student of Master of Business Administration bearing ID: 15-3-34-802-002
from Bangladesh Open University, would like to declare here that the master paper on “The
Effect of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum
Limited’s Lube Products” has been authentically prepared by me under the intensive
supervision and guidance of Ms. Adiba Anis, Lecturer (Marketing) School of Business,
Bangladesh Open University.
Researcher also declares that the master paper is prepared for academic purpose only and which
researcher have not submitted for any other degree before.
…………………………………
Ejaz Ahmed
ID# 15-3-34-802-002
MBA (Evening) Program-6th Semester
School of Business
Bangladesh Open University
Gazipur
iv
ACKNOWLEDGEMENT
At first, researcher would like to express my deep gratitude to Almighty Allah the supreme
authority of the universe.
Researcher concede the aesthetic contribution PROF. DR.M. EKRAMUL HOQUE, Director,
MBA (Evening) Program BOU for providing required information and highlighting the existing
The Effect of Brand Image on Consumer Preference: an Assessment of Meghna Petroleum
Limited’s Lube Products. His erudite guideline contributed a lot for writing this report.
Finally, Researcher wants to give thanks to my parents who gave special attention to me from the
very beginning and during master paper and preparation of the report.
v
Table of Contents
CONTENTS PAG. NO
Letter of Transmittal ii
Supervisors Certification iii
Declaration of Students iv
Acknowledgment v
Table of Contents vi-vii
Executive Summary viii
CHAPTER-1: INTRODUCTION 1-6
1.1 Introduction 2
1.2 Statement of the Problems 2
1.3 Rationale of the Study 3
1.4 Objective of the Study 5
1.4.1 Board Objective 5
1.4.2 Specific Objectives 5
1.5 Scope of the Study 5
1.6. Limitations of the Study 6
CHAPTER-2 : Literature Review 7-24
Chapter -3: Methodology of the Study 25-27
3.1. Methodology of the Study 26
3.2 Research Approach 26
3.3 Types and Sources of Data 26
3.4 Sampling 27
3.5 Data Collection Procedure 27
3.6 Data Processing and Analysis 27
CHAPTER-4 : An Overview of Meghna Petroleum LImited’s 28-36
Lube Products
4.1 History of Meghna Petroleum Limited (MPL) 41
4.2 Board of Director 30
4.3 Overview of the Brand 31
4.4 Competition of the Brand 31
vi
4.5. Feature of the brand 33
4.6. Positioning approaches of the brand 35
Chapter -5: Analysis and Interpretation 37-47
5.1 Conducting a Survey 38
vii
Executive Summary
Researcher would like to start the summary part by restating the analysis of the survey results it
is clear that Meghna Petroleum Limited’s Lube Products Customers are satisfied with different
services of the company. Moreover, the analysis indicated that the customers of Meghna
Petroleum Limited’s Lube Products are loyal toward the company. They clearly pointed that all
the other companies are providing almost identical features. It is the marketing strategy, which is
the differential factor to make the Brand equity. So they will not hesitate to switch or the new
clients will do business with other dealers because of better service or strong network. Again
there was a condition in my hypothesis: ‘If Meghna Petroleum Limited’s Lube Products does
not take care to improve their marketing strategy and service quality more Therefore, researcher
recommended some courses of action. Researcher observations make me believe that If Meghna
Petroleum Limited’s Lube Products follows these recommendations; it will enable them to
achieve a sustainable distinct competitive advantage and to run smoothly with loyal customers &
market leadership.
viii