Comparing the effect of price and the effect of brand on industrial lubricants customer buying choice

The present research was conducted, to compare the effects of price and brand, on the industrial lubricant customers’ buying choice. To this end, 106 industrial lubricant buyer organizations in Tehran, Iran, were selected as the population of the research. The sample size was equal to the population due to the accessible and limited number of organizations. The data were collected, using a questionnaire, based on the Researcher-constructed conceptual framework, comprising 58 items, rated on a 5-point Likert Scale. The reliability of the questionnaire was determined and confirmed, using Cronbach Alpha and Confirmatory Factor Analysis, 74 (out of 106) usable questionnaires were received for the data analysis. The results indicated the significant effects of brand and price on the buying choice. Further, the effect of perceived quality on buying choice was significant but it was far less significant compared to that of price or brand. In the present research, customer information did not have significant effect on buying choice of industrial lubricant customers.