The purchasing intention of industrial lubricating oil

In order to make modern industry machine work well and extend its service life, it must be dependent on the lubricating oil to lower the loss, increase the lubricate and achieve the goal of saving the energy. In the modern industry with developed technology, the lubricating oil seems to play a very important role day after day. The research shows that reducing product cost to carry on a low price competition to attract consumers purchasing, but the constant reducing product cost will cause the malignant competition to lead to the sellers´ profit drops gradually. The most effective method is to improve the product brand image will promote consumers´ perceived value in the mind directly or improve consumers´ purchasing intention indirectly. When the fine intensity of product brand image is similar to competitor, it can better consumers´ store image. This result of study reveals that the biggest influence of consumers´ purchasing intention is the product brand image; the second is the product price, and then is the store image. Therefore, enterprises can focus on improving the product brand image while looking for a suitable management tactics.