Consumer Attitude towards Automobile Lubricants: A Case Study of PSO Lubricants

Abstract

Consumers look for products to solve their immediate problems or perhaps to be a habitual buyer of the same product and so on. It becomes quite essential for organizations to understand a consumer behaviour and attitude towards a particular product or service. The insights gained through these kinds of research help organizations customize or augment their offering as per consumer's needs. In Pakistan, Diesel engine vehicles play an important role in the transportation fraternity of the Country. Heavy Duty Vehicles travel through different climate, road, temperatures, dusty areas and weather conditions. In order to save an engine from these external factors, Engine Oils play a key role. This study explores the consumer attitude towards buying a particular lubricant. A sample of 120 Diesel Engine Vehicles was conducted through a questionnaire which revolves around a few basic attributes that add to consumer purchase decision. PSO being the largest Oil Marketing Company having a huge retail network is still unable to grab a good market share during the past few years. This study carries significance in finding out the reasons behind PSO's low market share and identifies key areas that drive a consumer towards making a lubricant purchase.