A Comparative Analysis of Consumer Attitude Towards Different Brands of Motor Oil Lubricant Products in Enugu Urban.
ABSTRACT
This research work is based on a comparative analysis of consumer’s attitude towards different brands of motor oil lubricant products.
The major objective of this study is to compare the attitude of consumers towards different brands of motor oil lubricant product.
To identify factors influencing consumer preference of a particular brand of motor oil lubricant product. To compare consumers attitude towards different brands of motor oil lubricant product. To find out if price has any effect on the quality of such product.
To determine which of the brands is more available in the market for the consumers to buy and be satisfied. Some issues were addressed by the researcher and the instrument used by the researcher for data collection was mainly questionnaire.
The needed data collected from respondent were tabulated into frequencies and percentage using table and bar chart. And the two hypotheses were tested statistically at 0.05 level of significance.
The first hypothesis sought to know if there are any significant differences in the quality of the various types of motor oil lubricant product;
while the second hypothesis sought to know if there is any significant relationship between price of the product and its perceived quality.
The work therefore, recommends that the producers of motor oil lubricant should see marketing research as a strategic investment which will help them to understand the dynamics in the preference and the consumer buying behaviour.
INTRODUCTION
An oil lubricant has been a canon product in our society today due to uses of different types of moving objects like motor vehicles.
A lubricant “some times referred to as lube” is a substance which is often a liquid introduced between two moving surfaces to reduce the friction between them improving efficiency and reducing wear.
It may also have the function of dissolving or transporting foreign particles and of distributing heat. The ability of lubricants to lubricate moving parts and reduce friction is what is called lubricity.
According to Chris-C- (2007) one of the single largest applications for lubricants in the form of motor oil is protecting the internal combustion engines, in motor vehicles and powered equipment.
He went further to state that typically lubricants contain 90% base oil (most often petroleum fraction, called mineral oils) and less than 10% additives.
Vegetable oils or synthetic liquids such as hydrogenated polyolefin, ester, silicon and many others are sometimes used as base oils.
Motor Oil or engine oil is oil used for lubrication of various internal combustion engines and the main function is to lubricate moving parts, motor oil also cleans, inhibits corrosion, improves sealing and cools the engine by carrying heat away from moving parts.
Stanton (1995:85) observes that the marketing concept is a philosophy of business which believes that the consumers’ want and need satisfaction is the economic and social justification for a firm’s existence.
Therefore, all company activities must be devoted to finding out what the consumer needs and wants are, and then satisfying these wants, while still making a profit in the long run Fulmer (1994:62).
BIBLIOGRAPHY
Achumba, I.C. (2000): Strategic Marketing Management in the 21st Century, Mac-Williams and Capital Publishers Inc.
Adirika, E.O.; Ebue, B.C. & Nnolim, D.A. (1996): Principles and Practice of Marketing, Ezenweke Close Abakpa, Enugu Publishers.
Adirika, E.O.; Ebue, B.C. & Nnolim, D.A. (2001): Principles and Practice of Marketing, Enugu John Jacobs Classic Publishers Ltd.
Belch, G.E. & Belch, M.A. (2004): Advertising and Promotion. An Integrated Marketing Communications: Perspective 6th Edition, McGraw-Hill Companies, Inc.
Bush, S. & Houston, M.J. (1985): Marketing Strategic Foundations, Home Wood Linios: Richard D. Irwin Inc.
Chris C. (2007): Implementing Phytoremedistion of Petroleum Hydrocarbons, Methods in Biotechnology, www.lubricantoil.com.
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