Abstract:
The objective of the research was to study five international and two domestic engine oil brands that compete in the Polish retail market. The study investigates the relationship between different components of brand competitiveness and past customer’s purchase decisions. To this end, survey data were collected from 1060 Polish drivers. The obtained results fully support the hypothesis that was put forward in the article - the competition between engine oil brands is manifesting itself through attracting varying customer segments. The target customer group for Brand W and Brand X, are drivers up to 35 years of age (Brand W 80%, Brand X 92%). What is more, the users of Brand W clearly favor cars with high engine capacity - 90% of them declared driving cars with engine volume above 1.5 dm3. The most differentiating criteria, which drivers usually consider when making their purchase decisions, are the OEM specifications, viscosity classification and oil price. From among five sources of recommendations included in the questionnaire, customers strongly rely on those given by car producers, authorized service stations as well as local garages/service stations. The study fills an important gap in empirical research in the context of non-technical properties of engine oils. The results may help researchers and marketers better understand the intricacies and complexities of brand competitiveness leading to consumers’ purchase intentions and decisions.
