Thailand | Sample Size - 606 Consumers and 75 Workshop Staff/Owner
Car owner whose vehicle is out of warranty
+ Must pick the type/brand of engine oil himself, BUT gets the workshop/mechanic changed it for him?!!
7 Days
Castrol wanted to understand the brand decision journey of CIY (Change-It-Yourself) 4-wheeler owners in Thailand - particularly those who hadn’t committed to a specific engine oil brand before visiting a workshop. The brand aimed to uncover how trade partners (mechanics, advisors) influence brand choice at point-of-service.
ADNA conducted a dual-module study covering both consumers and workshop professionals to map the influence chain.
✅ Targeted CIY consumer segment (aged 25–49, vehicle owners out-of-warranty)
✅ Parallel interviews with workshop staff and service advisors
✅ Deep segmentation by demographics, channel preference, vehicle type
✅ On-ground fieldwork completed in March 2024 via the ADNA audience platform
📈 606 CIY consumers surveyed and 75 workshop staff interviewed
🧠 90% of consumers had a brand in mind — but 87% ultimately switched based on workshop recommendation
🧰 Mechanics were the top influencers, involved in 68–84% of consumer interactions
🎯 Top factors influencing brand switch: quality perception, staff endorsement, and cost-effectiveness
💬 Trade-side influence driven by loyalty programs, sales targets, and product familiarity
🛠️ Independent Workshops emerged as key purchase channels for CIY consumers
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