Study of Factors for brand positioning of automotive lubricantfor four wheeler segment customers

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Published: 2013-07-30
Authors

Gautam Srivastava

Dr Neeraj Anand

Dr Arvind Kumar Jain

DOI: https://doi.org/10.65301/aimt.2013.2.II.697
Keywords:
PSUs, Perception, Reliability, Brand Positioning.

Issue

Vol. 2 No. II (2013): July - Dec

Section

Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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Abstract

ABSTRACT This research paper focuses on the need of brand positioning for PSUs lubricant in Indian market. This study represents an approach of factor analysis to determine the effect of brand positioning of lubricant on consumer perception. An empirical study has been conducted in Delhi region to find out the perceptions of consumers towards the PSUs lubricants. Survey has been conducted with the help of structured questionnaire to determine the different attributes responsible for brand positioning lubricant oil. Factor analysis has been done to reduce the number of factors and identifying only the important factors for brand positioning of automotive lubricant of PSUs for four wheeler segments. Further, reliability test has been conducted to test the reliability of the important factor

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