Scope for Relationship Marketing in Lubricant Industry

Abstract

Relationship Marketing means to create strong, long lasting, fruitful relationships by developing long-terms bonds through its various instruments of personal connections, as a result of which customers become loyal to the product. The study reveals a shifting trend of the industry. The customer is more aware of quality, R&D is going to play a crucial role. On the whole customers tend to be brand loyal but still 25% of the customers are not committed to any brand and more than 50% switch among 2-3 brands; maintaining continuous relation can work. This can be done by keeping in touch with key customers.