Year: 2025
Type: article
Abstract: This study investigates the industrial patronage of lubricants in Surat, Gujarat, India, a significant industrial hub encompassing diverse sectors such as textiles, diamonds, chemicals, petrochemicals, and engineering. Through a descriptive research design incorporating both primary and secondary data collection methods, the study identifies common lubricant brands used by industrial establishments, examines factors influencing brand preferences, assesses brand loyalty and purchasing behavior, and explores the impact of competitor brands on decision-making. Findings reveal significant differences in brand attitudes among industrial users, with preferences varying across sectors. Brands like Castrol, Balmerol, and Gulf emerge as popular choices, influenced by factors such as product quality, brand reputation, and recommendation behavior. Moreover, brand loyalty and resistance to brand switching are observed among certain segments of industrial consumers. The study underscores the importance of tailored marketing strategies and brand positioning efforts by lubricant manufacturers to meet diverse consumer preferences effectively. Insights from this research provide valuable guidance for stakeholders in Surat's lubricants market, enabling informed decision-making and enhancing market competitiveness.
Institution: Veer Narmad South Gujarat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411254760