Comparative Analysis between the Brand Positioning Attributes of Private and PSU's Automotive Lubricant Manufacturer in India with Respect to Four Wheeler Segment Consumers

Abstract

This research paper focuses on the need of brand positioning for PSUs lubricant in Indian market. This study represents an approach of perceptual mapping to determine the differences between the brand positioning attributes of PSU and Private lubricants manufacturer. First of all researcher identified the different variables of brand positioning from the synthesis of literature. Further researcher has done the factor analysis to determine the important factors responsible for brand positioning of lubricant oil. After that researcher map the important lubricants brand of PSU and private lubricant manufacturer on perceptual map based on the important factors. Through the analysis of perceptual mapping researcher identified that on which factors PSU are lacking behind private players. Similarly researcher identified that on which attributes private players are lacking behind the PSU.