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Title: Impact of Marketing Channel and Promotion Strategies on Adoption of synthetic lubricants by two wheeler motor vehicle users A study in select cities of Maharashtra India
Researcher: Debanjan Saha
Guide(s): Dr. Bal Mukund Singh
Keywords: New product adoption, low involvement category, synthetic lubricants, influence, consumer behaviour
University: ICFAI University, Jharkhand
Completed Date: 24/02/2016
Abstract: Innovation has enabled mankind in its continued quest for new and improved newlinesolutions.This research has been motivated by the professional marketing practice of the newlineresearcher in launch of new categories of lubricants and it focuses on the impact of marketing channel and promotion strategies of lubricants marketing companies, on adoption and usage of synthetic lubricants for two-wheeler motor vehicles powered by four stroke petrol engines. Research Objective is to study the marketing channel and promotion strategies adopted by lubricants marketing companies, to assess awareness of two-wheeler users and mechanics regarding synthetic lubricants for two-wheelers, to study their buying behaviour, to study the role of the marketplace influencers and to study the factors influencing commendations of two-wheeler mechanics. Accordingly five factors were extracted, which have been labeled and newlinedefined as: Personal Financial Benefits, Mass Visibility Benefits, Personal Esteem Benefits, Awareness Benefits and Mass Engagement Benefits. There is significant difference in awareness of synthetic lubricants between users of synthetic lubricants and conventional lubricants, Adopters of synthetic lubricants are highly involved in the purchase process. This finding is contrary to the widely accepted categorization of lubricants as a low involvement product category, Users of synthetic lubricants exhibited significantly higher levels of interest in acquiring greater knowledge on the lubricants, Significant difference exits in sensitivity to prices and value for money between users and non-users of synthetic lubricants, Significant differences were also exhibited in adoption and usage of synthetic lubricants based on the characteristics of the vehicles owned by the individual respondents, like the category of the vehicle, age and the cubic capacity of the engine of their vehicle. However, owners displayed no difference in adoption levels of synthetic lubricants on the make of their two-wheeler
Appears in Departments:Faculty of Management Studies

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acknowledgement.pdfAttached File8.28 kBAdobe PDFView/Open
appendices.pdf490.95 kBAdobe PDFView/Open
authors_publications.pdf9.37 kBAdobe PDFView/Open
chapter1.pdf481.17 kBAdobe PDFView/Open
chapter2.pdf132.58 kBAdobe PDFView/Open
chapter3.pdf31.39 kBAdobe PDFView/Open
chapter4.pdf112.91 kBAdobe PDFView/Open
chapter5.pdf650.69 kBAdobe PDFView/Open
chapter6.pdf69.89 kBAdobe PDFView/Open
declaration.pdf7.3 kBAdobe PDFView/Open
executivesummary.pdf38.59 kBAdobe PDFView/Open
frontpage.pdf119.57 kBAdobe PDFView/Open
listoffigures.pdf7.25 kBAdobe PDFView/Open
listoftables.pdf13.77 kBAdobe PDFView/Open

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