| Summary: | 碩士 === 臺中技術學院 === 事業經營研究所 === 98 === Taiwan''s lubricant products market in recent years as globalization, liberalization
and opening up the domestic oil market, the pace of such changes in the environment
inside and outside, now the lubricant products market can be said that television news
market conditions, competition heats up, except local Petroleum Licensing lubrication
Guoguang oil, but also to attract the world''s leading oil major brands have set up
marketing offices in Taiwan, plus numerous individual distributors own brand (OEM),
the number of the tiny island nation brand is the world''s first, many of the brand and
product information, often allow consumers to purchase goods at a loss in a dilemma.
Practical marketing experience in the lubricant , the most frequently mentioned
by customers in buying the assessment criteria to brand image, product knowledge
and price-based. This study will use multiple regression analysis of brand image,
product knowledge, price and purchase intention, the relationship between; and users
according to different demographic variables on purchase intention, the differences
were analyzed. That summed the results to make recommendations to the industry as
a lubricant in the marketing practice as a basis for developing marketing strategies up
researches.
It was found, brand image, product knowledge and price on customer purchase
intentions are positive significant impact. The users of statistical difference between
variables was found between different statistical variables, neither has a significant
difference. For buyers of oil, the lubricant brand image, product knowledge, and set
the price of oil is the real impact of the main reason buyers purchase intention.
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