DOI: 10.36347/sjebm.2018.v05i12.011

Pages: 1165-1171

Brand Positioning may be summarized as the act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers. Brand Positioning is the process of promoting buyers to form a particular mental impression of a product in relation to its competitors. Brand positioning of automotive lubricant plays a crucial role in Indian market. A brand could develop a distinction between the different brands of automotive lubricant. Brand positioning focuses upon the brand’s delivery on the functionality expected by customers. The brand of automotive lubricant could develop associations on the intrinsic product dimensions like durability, reliability, price, style or service. This research paper focuses on the need of brand positioning of automotive 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 automotive lubricants. Survey has been conducted with the help of structured questionnaire to determine the different attributes responsible for brand positioning of 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. Multiple regression analysis has been used to determine the relationship between brand positioning and its important factors.