Abstract
The aim of the article was to analyze the decision-making process of professional drivers regarding the choice of new engine oil with additional attention to the eco-friendliness aspect of the product. Survey data were collected from Polish consumers, using a self-administered questionnaire. The main data analysis tools used in the study were finite mixture models. It was found that professional drivers do not constitute a single homogenous group. They cluster into two segments with differing importance profiles. The largest consumer segment, over 80% of consumers, consider the quality classification, viscosity classification, and OEM specifications as the most important criteria during the decision-making process. The importance of oil being environmentally friendly is a factor moderately differentiating the subgroups. In the first segment, a strong preference for engine oil with the same technical parameters as the previously purchased one, but additionally marked as environmentally friendly, was indicated by 29% of the respondents, whereas in the second segment by only 15%. The analysis of the consumer decision-making process showed that there is a need to put additional efforts to provide easily accessible and clearly visible technical specifications on the product label. The vast majority of professional drivers surveyed were mainly guided by such specific data in their purchasing process. Engine oils and specially used engine oils belong to a group of products that are considered to have a major negative impact on the environment. As a result, more research is needed into the sustainability of this class of products. The shift into the eco-friendly production, exploitation and subsequent management of engine oils may cause a profound effect on petroleum energy markets.
Highlights
Introduction and Theoretical BackgroundConsumer decision-making processes have been in the scope of scientific and academic interest since the 1960s. [1,2,3,4,5,6]
Primary education (14%) or working and studying (7%) was indicated by 21% of the respondents. 13% of the respondents travel to their workplace from rural or suburban areas. 78% of the cars used by the taxi drivers had the overall mileage above 150k km (150,000 km), with the typical range 200–250k km (31%). 15% of the cars had mileage below 100k km and about 17% above 300k km. 68% of the cars were manufactured after the year 2005, with the range 2005–2009 (37%)
The results presented by Biswas and Roy suggest that the price, availability, and quality of products have an impact on consumer decisions regarding the purchase of eco-friendly products [62]
Summary
Introduction and Theoretical BackgroundConsumer decision-making processes have been in the scope of scientific and academic interest since the 1960s. [1,2,3,4,5,6]. Consumer decision-making processes have been in the scope of scientific and academic interest since the 1960s. The research results in this area help understand the markets and the mechanisms of the behavior of different market entities (sellers, consumers, competitors). Making purchasing decisions is a complex cognitive process involving many factors, among which the main role is played by searching for and processing information. Studies show [4] that a significant proportion of purchases made by consumers are planned behaviors. With the development of information technology and easier access to information, a significant proportion of customers have a greater. Energies 2020, 13, 2069 knowledge of products. The excess of information associated with the large number of products available on the market often makes consumers feel confused and impedes decision-making
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