Motul relies on retailers’ in selling its lubricant product instead of marketing directly to the end customer is this strategy effective or not because the focus of this study. The purpose of this study is to analyse the affect of retailers’ perceptions on marketing mix toward buying decisions as and to formulate strategies to increase sales of Motul products. This study uses primary data obtained from interviews using a questionnaire to retailers. The number of respondents was 125 respondents. The result is that the product, distribution and promotion have a significant positive effect on buying decision, with distribution as the most dominant variable. The retailers’ perception of the marketing mix and buying decision of Motul products is good, but the sales strangely continue to decline. This may due to either the retailers’ perception toward competitor products is even better than Motul products, or the end consumers of lubricant may not follow the recommendations of retailers.
Rialdy Fasha, Idqan Fahmi, Agus Maulana (2017); How Effective is Marketing Mix in Influencing Retailers’ Buying Decision;
Int J Sci Res Publ 7(8) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-0817.php?rp=P686710