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

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