Brand Positioning Analysis for the Automotive Lubricants Industry Using Perceptual Maps

Juan Sebastián Gil Castro (), Juan Diego González (), Julián David González (), Andrés Felipe Martínez (), Nicolás Rodríguez (), Edward Steven Rojas (), Juan Diego Román () and Karen Dayane Santana ()
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Juan Sebastián Gil Castro: Universidad Sergio Arboleda
Juan Diego González: Universidad Sergio Arboleda
Julián David González: Universidad Sergio Arboleda
Andrés Felipe Martínez: Universidad Sergio Arboleda
Nicolás Rodríguez: Universidad Sergio Arboleda
Edward Steven Rojas: Universidad Sergio Arboleda
Juan Diego Román: Universidad Sergio Arboleda
Karen Dayane Santana: Universidad Sergio Arboleda

A chapter in Operations Research and Analytics in Latin America, 2023, pp 61-74 from Springer

Abstract: Abstract A positioning analysis was performed to 8 different brands of automotive lubricants in Colombia. For the analysis, information was collected on the perception that the interviewees (managers of automotive lubricant sales points) had about 13 characteristics of the brands along with their perception about what they considered to be an ideal brand. From the information, graphic tools known as perceptual maps were produced, allowing us to identify the best perceived attributes of the brands, their similarities and differences with the ideal brand and the brands that compete with each other. Features such as warranty, product availability, discounts, and a focus on heavy-duty products are associated with an ideal brand, while attributes related to product quality and performance are associated with traditional brands in the market.

Keywords: Positioning; Perceptual maps; Principal component analysis; Ideal brand (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-28870-8_5

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