Published Paper Details:

This study investigates the brand loyalty of consumers toward Castrol engine oil, a leading brand in the global and Indian lubricant markets. In an increasingly competitive automotive lubricant industry, customer retention and long-term loyalty are vital to sustaining market leadership. The objective of this research is to assess the degree of loyalty among Castrol users and to identify the key factors--such as product quality, customer satisfaction, brand trust, pricing, availability, and recommendations by mechanics--that influence continued usage and preference. The findings reveal that Castrol enjoys strong brand equity, with most users expressing satisfaction regarding its performance and reliability. Notably, product quality and brand reputation emerged as the dominant reasons for continued usage, although price sensitivity was observed among certain consumers when promotional offers from competing brands were presented.