CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
Globally, branding plays a pivotal role in the global marketplace, serving as a distinguishing factor that separates products from competitors through unique names, designs, and symbols. In the lubricant industry, effective branding is crucial in establishing consumer trust and loyalty, especially in regions with robust industrial activities. Leading global brands like Shell, Mobil, and Total have successfully established their dominance through consistent branding efforts that communicate superior quality, performance, and reliability. These qualities are particularly important in industrial applications, where equipment efficiency and longevity are critical. A strong brand identity helps consumers in making informed purchasing decisions, ensuring that they select products associated with reliability and performance (Akor & Onuoha, 2022).
In Africa, branding in the lubricant industry is becoming increasingly important due to the continent's growing industrial sector. The branding strategies of global companies, such as Shell and Mobil, are gaining traction across various African markets, where trust and product performance are paramount. As the demand for lubricants rises, particularly in countries with oil and gas industries, effective branding enables companies to stand out in competitive markets. African consumers, particularly in industrial sectors, prioritize brands that are recognized for quality and durability, as these factors directly impact the operational efficiency of machinery and equipment (Akor & Onuoha, 2022).
In Nigeria, particularly in Warri, which serves as a major hub for oil and gas activities, the lubricant market is intensely competitive. The region's reliance on industrial machinery and equipment makes branding a critical factor for success. Consumers in this area are highly influenced by brand recognition, as well-established brands are perceived as more reliable, offering high-performance lubricants that can ensure the smooth operation of machinery. The perception of quality—encompassing product performance, durability, and innovation—plays a significant role in shaping consumer behavior. Well-recognized brands, such as Mobil and Total, are often preferred due to their established reputations for delivering superior performance, which is particularly important in industrial sectors. Additionally, environmental consciousness is rising in Warri, with consumers seeking eco-friendly lubricant options that align with their sustainability values. As a result, the perceived quality of lubricants, along with the overall brand experience—encompassing customer service, product performance, and after-sales support—becomes a key determinant of consumer loyalty and repeat purchases in this competitive market (Bulle, 2020; Deborah, 2016).
1.2 Statement of the Problem
According to Akor and Onuoha, (2022) the liberalization of the petroleum product in Nigeria has increased competition and worsened the fight for consumers making survival difficult. Their study on the topic was based in Port Harcourt. Market share statistics have consistently shown that consumers still prefer big names like Mobil and Shell, even in spite of this influx and the ongoing efforts made by the smaller petroleum companies to engage in all activities that make them appear more favorable and economical in the eyes of the customers. Therefore, it has become harder for some petroleum companies to survive since they failed to see the need of developing a strong brand image. Because brand items allow consumers nowadays to be very aware of their social standing and like to flaunt it with branded goods.
Akor and Onuoha, (2022) reiterated that despite the critical role of branding in shaping consumer perceptions and preferences, there is a lack of empirical research specifically focused on the branding and consumer behavior of selected lubricants in this region.
In response this research work seeks to examine and know if the expected findings would be related to their own findings done in Port Harcourt.
1.3 Research Questions
The research questions are;
1.Does brand colour scheme influence consumer behavior decisions for lubricants in Warri and its environs?
2.Does the brand image of lubricants impact the perceived trustworthiness and consumer behavior reliability among consumers in Warri and its environs?
3.Does the brand equity affect consumer behavior in Warri and its environs?
4.Does the overall brand messaging (tagline) influence consumer behavior on the repeat purchases of lubricants in Warri and its environs?
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