The effects of perceived quality on brand choice: the case of lubricants for passenger cars in westlands, Nairobi

Abstract

Over the years, the Kenyan lubricant industry has undergone substantive growth with several lubricant manufacturing companies taking the lead in production and marketing of various brands of lubricants. Some of these companies, which include Shell, Total and Kobil, have continued to supply the Kenyan lubricant customers with various brands of lubricants. Additionally, these companies have also continuously developed and introduced new brands of lubricants into the Kenyan market. This has meant that the Kenyan lubricant consumer has had to select their lubricants from a variety of brands in the market. This study intended to examine how the Kenyan lubricant consumer) perceived the various brands of lubricants and the factors that determine their selection of whatever brands they use. The study was be guided by four objectives. The first objective anticipates data on the level of knowledge and understanding of the various brands of lubricants amongst the consumers. The second objective seeks to understand factors influencing selection of lubricants amongst the consumers. The third objective seeks to establish the sources of information about various brands of lubricants in the Kenyan market amongst the consumers. The fourth objective investigates into the possible avenues for enhancing consumer knowledge in selecting lubricants. The study was conducted in Nairobi and involved interviewing a total sample of 150 randomly selected consumers of lubricants. Additionally, five key informant interviews conducted with main lubricant company officials to enrich the data collected through the survey.