The consumer decision process and determinants of choice for retail consumer lubricants in Gauteng South Africa

Abstract

South Africa has an open lubricants market where new marketers and brands are welcome to join the competitive landscape. As a result, there are a vast number of players in the lubricants market including small local blenders. There are five major players in this market, namely: Engen, Chevron (marketed as Caltex), Shell, BP and Total as well as smaller marketers like ENI and Indy Oil (Kline and Company , 2018). Castrol is the leading lubricant brand consumed in the country, followed by Shell, Engen, and Chevron, respectively (Mordor Intelligence, 2021). The South African lubricants market is segmented between three main segments: industrial, commercial automotive, and consumer automotive. Industrial lubricants are sold to large producers of goods for their manufacturing equipment.Thesis (MA) -- Faculty of Business and Economic science, 202