أثر المزيج التسويقى لزيوت محركات السيارات في توجيه سلوك المستهلك نحو اتخاذ قرار الشراء : دراسة حالة شركة شل - الخرطوم - السودان الفترة من 2000- 2003م

Abstract

Abstract Engine oils play an important role in the transport sector now. There are many kinds of engine oils which creates a great competition between companies as to marketing of their products . Since the consumer is the target , this research -is mainly concerned with the consumer’s attitude and his decision marketing towards purchasing of the best branch of engine oil available in the market. This research shows the distinction between the theory of marketing and the modern definition of marketing of goods and services . It also takes into consideration the Sudanese producer of engines oil and how he can satisfy the consumer’s needs as well as meeting the eompany’s targets. The research introduces Sheff Company as a pioneer in both production and marketing of oils in Sudan. 4 The study has come to the following conclusion and recommendations:- l. Oil companies lack in precise marketing policies because of the absence ol’ full inl‘orn1ation about the rates of oil consumption . \’. The eonsumer’s standard oi’ education affects very much in this purchasing decision making. T’. .5/le[[ COIIlFl1lt_l/ has dominated the Sudanese oil market by its successful marketing policies. i. Direct distribution of oils markets it available and within easy reach of the consumer and also increases sales.

The consumer’s trust in one product affects his choice of any others. Generally speaking , the oil marketing is a very promising with the growing transport in Sudan . This will encourage more companies to jointhis field of business.