Abstract:
The usage of lubricant among Sri Lankan consumers had been increasing since recent decade while
globally accepted & fully localized brands were recording a positive growth in terms of the usage.
Purpose of this study is to explore how the marketing mix factors influence the brand preference of
lubricants among the lubricant consumers in the greater Jaffna region. Sample consisted of 200
consumers in greater Jaffna region. Data were gathered by administrating questionnaires. The
independent variables are product, price, place and promotion and dependent variable is the brand
preference. Analysis was done using the correlation and regression at the significant level of 0.05.
The results indicated that there were significant relationships between price, product, place,
promotion and band preference. There is a huge competition in the lubricant market to retain the
market share and grow it there for all the lubricant companies practice varies strategies to acquire the
competitive market place in the market. Market could have a better understanding of their target
audience and thereby make their marketing more effective. This study mainly focused on marketing
mix factors and that can be affected to the brand preference of the lubricant. Marketing mix factors
divides in to factors such as price, place, product & promotion. In this study researcher has reveal
that relationship of the variables which influence to the brand preference.
