A comparative and exploratory study of motor oil branding in Nigeria and the UK
AuthorsJallo, Shehu Mohammed
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AbstractThe importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even so, few researches on motor oil have been conducted. Motor oil is a good example of an important industrial brand due to its use in the production of other goods. Thus, by studying branded motor oil products in two distinct economies, Nigeria and the UK, the thesis aims to understand the nature and extent of branding industrial products, based on comparing and contrasting aspects of motor oil branding in the two contrasting economies. The choice of comparing the two economies is significant bearing in mind that global brands operate globally, hence the need for a more appropriate global strategic orientation. The dearth of studies in this area supports the rational for the use of grounded theory as research strategy. To fill this gap, the study employed a multi methods research approach by employing the use of exploratory qualitative approach. The thesis utilised a longitudinal archival study to gain insight of motor oil branding. Participant observations in the supply chain of the two countries allowed gaining understanding of motor oil branding. Interviews and documents contributed to knowledge to allow triangulation of the findings. The findings suggest that a collection of branding strategies are done by focusing on inter firm relationships, purchase behaviour, effective distribution and various supporting services in the aftermarket. The thesis reveals motor oil functions between the consumer and the business markets with several branding strategies to attract awareness and differentiation. Additionally, the thesis develops a model of the branding strategies of low involvement, branded motor oil products. The model shows various branding strategies through the middlemen to the two markets (i.e. garages (B2B) and retail (B2C)). This research contributes to the literature by identifying the branding behaviour of a hybrid brand from the supply chain perspectives, showing an inter link of branding in both markets. The research further extends understanding of market behaviour of low involvement, business brands. The study further contributes to literature by understanding the effect of foreign brands operating in developing economies like Nigeria. In practice, the findings offer improvement of branding strategy especially with global brands that cross borders to operate in different economies.
CitationJallo, S.M. (2015) 'A comparative and exploratory study of motor oil branding in Nigeria and the UK'. PhD thesis. University of Bedfordshire.
PublisherUniversity of Bedfordshire
TypeThesis or dissertation
DescriptionA thesis submitted to the University of Bedfordshire, in partial fulfilment of the requirements for the degree of Doctor of Philosophy
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