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.
Salman Zakir, Dr. Fouzia Naeem Khan. (2011) Consumer Attitude towards Automobile Lubricants: A Case Study of PSO Lubricants, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-09, Issue-1.
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