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Price the primary factor in customers' choice of oil

The price of engine oil remains the most important criteria for drivers when getting an oil change.

However, for dealers whose marketing message goes beyond price competition, oil quality, performance and brand recognition all feature prominently, according to the latest data released by Castrol Professional.

The findings reveal that 30 per cent of drivers regard price as their primary selection factor. This figure rises to 58 per cent when respondents’ top three selection criteria are taken into account.

After price, motorists’ most important criteria when choosing an engine lubricant is oil quality, with 19 per cent naming it as their most important, and 50 per cent placing it in their top three.  Protection for the engine (13 per cent/41 per cent) and trust in the brand (10 per cent/38 per cent) follow closely behind.

The research also highlights the importance of car manufacturer recommendations and the advice of sales staff.  While nine per cent of respondents rank their car manufacturer’s recommendation and advice from sales staff as their most important selection criteria, almost a quarter of motorists (24 per cent) placed each of these in their top three.

Castrol Professional believes that the continued emphasis on price reflects consumers’ pragmatism during tough economic times, though it’s clear that drivers aren’t willing to sacrifice quality.

Jo Clayton, Castrol franchised workshop marketing manager, UK and Ireland, said: “While price remains the single most important factor for drivers when they take their car to the workshop for an oil change, dealerships should be aiming to provide the best ‘value for money’. 

"A large proportion of motorists still look for high quality oil that will give them the best balance between price and engine protection, and research suggests that many motorists will listen to those that know best – the brands and the people that manufacture and maintain their cars."

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