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- W4387318526 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." @default.
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- W4387318526 date "2023-01-01" @default.
- W4387318526 modified "2023-10-05" @default.
- W4387318526 title "Brand Positioning Analysis for the Automotive Lubricants Industry Using Perceptual Maps" @default.
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- W4387318526 doi "https://doi.org/10.1007/978-3-031-28870-8_5" @default.
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