7 Quality of lubricant and mechanic recommendations is the two most important

7 quality of lubricant and mechanic recommendations

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7 . Quality of lubricant and mechanic recommendations is the two most important factors which affect the behavior of customer: When dealers were asked to give weight age to different factors affecting the sales, Researcher found following responses A . Brand awareness: Majority of respondents have given higher weight age to brand awareness for purchase of lubricant. It indicates that for company it is better to spend more money for creating brand awareness of their lubricant products because brand awareness does matter when consumer goes to buy the lubricant. B. Mechanic recommendation: Respondents have also given more weight age to mechanic recommendation in purchase behavior of any customer. For any automobile, a mechanic is just like a doctor for any patient. If mechanic recommend lubricant of any brand then definitely priority is given to that brand only because he is the one who is expert in automobile and he can suggest best lubricant for your vehicle that’s why mechanic recommendation is more important factor in purchase behavior. C. Place of purchase: if we talk about place of purchase then in this chart we find that very low weight age has been to this factor may be because place of purchase does not make any big difference when it comes to buying lubricant because at any place the
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quality of any particular lubricant (Castrol) will be same as it is manufactured by the same company and as Castrol follows uniform pricing all over India, customer does not find any price difference. D. Price of lubricant: For price of lubricant majority of respondents have given lower weight age because oil is the most important thing for health of any engine of any vehicle because it reduces the friction in moving parts of any engine and increases the mileage of your vehicle that’s why customer wants the best oil for his engine and he is ready to pay premium price also. That’s why companies like Castrol charges the highest price for their lubricant even then there is higher demand for their products. E. Quality of lubricant: 24 out of 30 respondents have given the highest weight age to quality of lubricant when it comes to buying behavior. Definitely because quality of lubricant is most critical factor, as engine runs for a period of time it gets hot so it needs oil which can maintain its viscosity for a long period of time in order to reduce the friction. F. Special offers: Most of the respondents have given very low weight age to special offers because special offers does not make any sense to final consumer as when he requires oil, he does not wait for any offer he just buys the oil because he can’t hold the repairing process of his vehicle if it requires oil and specially not for any offer. Yes but offer does make sense to dealers as they can save more money during offers by buying in bulk.
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  • Fall '17
  • Mahvish ali

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