A Research study on gaining product preference for Pennzoil motor oil

• Main Authors: Baldueza, Janice L., Cuyugan, Mark Joseph P., Go, Carter
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16783
• Institution: De La Salle University

Pennzoil Products (USA) Co. is an oil and gas exploration and production company based in Houston, USA. Petron Corporation solely distributes its line of motor oil products in the Philippines for three years now. Currently, Petron is focusing its efforts in increasing the market share for Pennzoil Motor Oil. Hence, there is a need to recognize and analyze the marketing mix of the company to gain product preference over its competitors. The researchers used an exploratory and a descriptive research to clearly analyze the problem of how Pennzoil can gain product preference. The study was composed of a comprehensive analysis of the data gathered from the company and its competitive environment. It also included survey questions that acted as a research tool in determining the target market profile and market characteristics. There were also secondary data gathered from newspapers, magazines and the internet. After a thorough synthesis of the research and data gathering, the researchers have determined that the target market belongs to the higher social class who are young employees that is having a monthly household income of more than P 30,000.00. The researchers were able to determine the market characteristics that affect the consumers' product preference of imported motor oil. Pennzoil Motor Oil aims to gain product preference among its target market. The study showed that extensive promotions, public relations and advertising activities must be adopted to achieve these objectives.