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Brand Positioning Analysis for the Automotive Lubricants Industry Using Perceptual Maps

In: Operations Research and Analytics in Latin America

Author

Listed:
  • 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)

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.

Suggested Citation

  • Juan Sebastián Gil Castro & Juan Diego González & Julián David González & Andrés Felipe Martínez & Nicolás Rodríguez & Edward Steven Rojas & Juan Diego Román & Karen Dayane Santana, 2023. "Brand Positioning Analysis for the Automotive Lubricants Industry Using Perceptual Maps," Lecture Notes in Operations Research, in: Jairo R. Montoya-Torres & William J. Guerrero & David L. Cortés-Murcia (ed.), Operations Research and Analytics in Latin America, pages 61-74, Springer.
    • Handle: RePEc:spr:lnopch:978-3-031-28870-8_5
    DOI: 10.1007/978-3-031-28870-8_5
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