Analysis of Influences on Purchase Decisions of Automotive Lubricants: Evidence from Rural Markets of India

Economic, political and regulatory forces are reshaping the dynamics of lubricants supply and demand throughout. The world and opportunities to grow this business continue to emerge. India, in particular, has emerged as a key growth market, as well as a source of competitively priced lubricants. Increase motorcycle and car stock, growth in agricultural driven lubes consumption and a booming construction sector have been the primary factors to this. As the rural market consumers lacks in awareness of unbranded product, this arises a need for the study about the challenges that are prevailing in the rural markets for the marketers in order to build their brand image and overcome those challenges. This research presents purchasing criteria and factors which are responsible for purchasing automotive lubricant by the rural consumers. The finding of this research provides a logical platform for the marketers and formulators of automotive lubricant and identifying the key characteristics. Under this research work the researcher has farmed out a well equipped questionnaire comprising main factors that can influence the purchase decision in buying lubricant and the analysis where made through this, the researchers have come out with certain suggestions which can be utilized by the Marketers in order to build their brands in the rural parts of India and carry out their activities in an effective and efficient manner.