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[1] Liu, Z., Feng, J. & Liu, B., Pricing and service level decisions under a sharing product and consumers’ variety-seeking behavior. Sustainability, 11(24), 6951, 2019. [Crossref]
[2] Randall, G., Trade Marketing Strategies: the Partnership between Manufacturers, Brands and Retailers, Butterworth-Heinemann: Oxford, 1994. 183 p.
[3] Shimp, T.A. & Andrews J.C., Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, Cengage Learning: South-Western, 2013. 729 p.
[4] Futrell, C.M., Fundamentals of Selling: Customers for Life through Service. McGrawHill: New York, 2014. 672 p.
[5] Muruiki, J.W., A Survey of Factors that Determine Architects Preference for Roofing Materials in Nairobi, MBA Project, University of Nairobi, 2003, http://erepository.uonbi.ac.ke/handle/11295/22937. Accessed on: 07 Feb. 2020.
[6] Kakunu, J.K., Determinants of Consumer Preference in Choice of Petroleum Service Outlets in Nairobi, MBA Project, University of Nairobi, 2012, http://erepository.uonbi.ac.ke/bitstream/handle/11295/13610/AULIUS_LEORNARD_MUSYOKA_MBA_2012.pdf?sequence=3&isAllowed=y. Accessed on: 07 Feb. 2020.
[7] Kontota, K., Hamalib, J., Abdullah, F., Determining factors of customers’ preferences: a case of deposit products in Islamic banking. Procedia – Social and Behavioral Sciences, 224, pp. 167–175, 2016. [Crossref]
[8] Lichtenstein, S. & Slovic, P. (eds), The Construction of Preference, Cambridge University Press: Cambridge, 2006.
[9] Blackwell, R.D., Miniard, P.W. & Engel, J.F., Consumer Behavior, Harcourt College Publishers: London, 2001.
[10] Bray, J.P., Consumer Behaviour Theory: Approaches and Models. Discussion Paper, http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_%26_Models.pdf. Accessed on: 07 Feb. 2020.
[11] Lau, R.R., Information search during an election campaign: introducing a process tracing methodology to political science. Political Judgment: Structure and Process, eds. M. Lodge & K. McGraw, University of Michigan Press: Ann Arbor, pp. 179–205, 1995.
[12] Moorthy, S., Ratchford, B.T., & Talukdar, D., Consumer information search revisited: theory and empirical analysis. Journal of Consumer Research, 23(4), pp. 263–277, 1997. [Crossref]
[13] Simon, H.A., Human nature in politics: the dialogue of psychology with political science. The American Political Science Review, 79(2), pp. 293–304, 1985. [Crossref]
[14] Engel, J.F., Blackwell, R.D., & Miniard, P.W., Consumer Behavior, International edition, Dryden: Florida, 1995.
[15] Thiyagaraj, V., A study of consumer preference towards branded tea in Tiruppur City. Global Journal for Research Analysis, 4(5), pp. 207–208, 2015.
[16] Sowunmi, F.A., Omigie, O.C., & Daniel, D.T., Consumers’ perception on Ofada rice in Ibadan North local government area of Oyo State, Nigeria. Journal of Economics and Sustainable Development, 5(16), pp. 78–86, 2014.
[17] Suresh, A. & Keerthika, R., An empirical study on impact of services provided by petroleum retail chains over retaining the loyalty of customers – Chennai Arena, India. Journal of Energy and Economic Development, 4(1), pp. 1–10, 2019.
[18] Kavitha, G. & Sagaya A.M.J., A study on customer perception towards service quality of retail petrol outlets. EPRA International Journal of Economic and Business Review, 6(7), pp. 11–16, 2018. [Crossref]
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[20] Dutsenwai, H.S., Abdullah, A., Sedek, A.B., Jamak, A. & Noor, A.M., Factors influencing customer loyalty in Malaysian petrol stations: moderating effect location. Journal of Scientific Research and Development, 2(12), pp. 56–63, 2015.
[21] Srinivasan, T., A study on consumer preferences of petroleum retail outlets. IOSR Journal of Business and Management, 17(2), pp. 35–40, 2015.
[22] Nderitu, D.M. & Njuguna, R.K., The influence of retail network expansion on the competitive advantage of oil marketing firms in Kenya: case of Vivo Energy. International Journal of Sales, Retailing and Marketing, 6(2), pp. 3–16, 2017.
[23] Saeed, R., Rehman, A.U., Akhtar, N. & Abbas, M., Impact of customer satisfaction and trust on customer loyalty mediating role of commitment (evidence from petroleum sector of Pakistan). Journal of Basic and Applied Scientific Research, 4(2), pp. 214–221, 2014.
[24] Saini, Y.K. & Matinise, S.V., An exploratory study on factors influencing customer decision making: a case of fuel retailing industry in South Africa, https://pdfs.semanticscholar.org/e793/b2bfaedb2490f901095ba73ebcaac2054421.pdf. Accessed on: 07 Feb. 2020.
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Open Access
Research article

Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia

Musa Manneh,
Mikhail Kozhevnikov,
Tatyana Chazova
Department of Energy and Industrial Management Systems, Ural Federal University, Russia
International Journal of Energy Production and Management
|
Volume 5, Issue 2, 2020
|
Pages 175-186
Received: N/A,
Revised: N/A,
Accepted: N/A,
Available online: 06-29-2020
View Full Article|Download PDF

Abstract:

Service organizations in today’s globalized competitive business environment engaged in marketing strategies are geared toward responding to consumer needs and preferences and, at the same time, improve their competitive edge. Investigating the determinants of consumer preference is one of the important approaches to improving competitive edge of petrol station business. Despite significant studies on consumer behavior, especially factors that affect a new brand or products, there is limited empirical investigation on the premise of determinants of consumer preference particularly in petrol station business, thus creating a gap in this area. To this effect, this article intends to contribute in filling the knowledge gap by investigating the determinants of consumer preference and their impact on service station business in the Gambia. This article also identifies key marketing strategies that petrol station business can use to increase their market share. Using non-probability convenience sampling, data were collected from 200 customers of petrol stations using self-administered questionnaires. Descriptive statistics, correlation and regression analysis were applied to analyze data using IBM SPSS statistics Version 22. The results of regression analysis identify marketing program and additional ser- vices out of the eight variables (marketing program, additional services, petrol station image, location, price, product assortment, service quality and management of service station) as the major determinants of service station consumer preference in the Gambia. This implies that petrol station companies should engage key marketing program strategies such as sales promotion, innovative product advertising, event sponsorship or association besides the provision of additional services like windscreen cleaning, water and air pumping, convenience store, fuel and motor product accessories sales plus services in order to increase sales as well as retain a large number of buyers as loyal customers.

Keywords: additional services, consumer preference, marketing programs, multiple regression analysis, petrol station, sustainable energy market
References
[1] Liu, Z., Feng, J. & Liu, B., Pricing and service level decisions under a sharing product and consumers’ variety-seeking behavior. Sustainability, 11(24), 6951, 2019. [Crossref]
[2] Randall, G., Trade Marketing Strategies: the Partnership between Manufacturers, Brands and Retailers, Butterworth-Heinemann: Oxford, 1994. 183 p.
[3] Shimp, T.A. & Andrews J.C., Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, Cengage Learning: South-Western, 2013. 729 p.
[4] Futrell, C.M., Fundamentals of Selling: Customers for Life through Service. McGrawHill: New York, 2014. 672 p.
[5] Muruiki, J.W., A Survey of Factors that Determine Architects Preference for Roofing Materials in Nairobi, MBA Project, University of Nairobi, 2003, http://erepository.uonbi.ac.ke/handle/11295/22937. Accessed on: 07 Feb. 2020.
[6] Kakunu, J.K., Determinants of Consumer Preference in Choice of Petroleum Service Outlets in Nairobi, MBA Project, University of Nairobi, 2012, http://erepository.uonbi.ac.ke/bitstream/handle/11295/13610/AULIUS_LEORNARD_MUSYOKA_MBA_2012.pdf?sequence=3&isAllowed=y. Accessed on: 07 Feb. 2020.
[7] Kontota, K., Hamalib, J., Abdullah, F., Determining factors of customers’ preferences: a case of deposit products in Islamic banking. Procedia – Social and Behavioral Sciences, 224, pp. 167–175, 2016. [Crossref]
[8] Lichtenstein, S. & Slovic, P. (eds), The Construction of Preference, Cambridge University Press: Cambridge, 2006.
[9] Blackwell, R.D., Miniard, P.W. & Engel, J.F., Consumer Behavior, Harcourt College Publishers: London, 2001.
[10] Bray, J.P., Consumer Behaviour Theory: Approaches and Models. Discussion Paper, http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_%26_Models.pdf. Accessed on: 07 Feb. 2020.
[11] Lau, R.R., Information search during an election campaign: introducing a process tracing methodology to political science. Political Judgment: Structure and Process, eds. M. Lodge & K. McGraw, University of Michigan Press: Ann Arbor, pp. 179–205, 1995.
[12] Moorthy, S., Ratchford, B.T., & Talukdar, D., Consumer information search revisited: theory and empirical analysis. Journal of Consumer Research, 23(4), pp. 263–277, 1997. [Crossref]
[13] Simon, H.A., Human nature in politics: the dialogue of psychology with political science. The American Political Science Review, 79(2), pp. 293–304, 1985. [Crossref]
[14] Engel, J.F., Blackwell, R.D., & Miniard, P.W., Consumer Behavior, International edition, Dryden: Florida, 1995.
[15] Thiyagaraj, V., A study of consumer preference towards branded tea in Tiruppur City. Global Journal for Research Analysis, 4(5), pp. 207–208, 2015.
[16] Sowunmi, F.A., Omigie, O.C., & Daniel, D.T., Consumers’ perception on Ofada rice in Ibadan North local government area of Oyo State, Nigeria. Journal of Economics and Sustainable Development, 5(16), pp. 78–86, 2014.
[17] Suresh, A. & Keerthika, R., An empirical study on impact of services provided by petroleum retail chains over retaining the loyalty of customers – Chennai Arena, India. Journal of Energy and Economic Development, 4(1), pp. 1–10, 2019.
[18] Kavitha, G. & Sagaya A.M.J., A study on customer perception towards service quality of retail petrol outlets. EPRA International Journal of Economic and Business Review, 6(7), pp. 11–16, 2018. [Crossref]
[19] Kumari, R.K., & Devi N.Y., A study on consumer behavior towards retail petrol outlet services in Coimbatore city. International Journal of Applied Research, 2(2), pp. 670–673, 2016.
[20] Dutsenwai, H.S., Abdullah, A., Sedek, A.B., Jamak, A. & Noor, A.M., Factors influencing customer loyalty in Malaysian petrol stations: moderating effect location. Journal of Scientific Research and Development, 2(12), pp. 56–63, 2015.
[21] Srinivasan, T., A study on consumer preferences of petroleum retail outlets. IOSR Journal of Business and Management, 17(2), pp. 35–40, 2015.
[22] Nderitu, D.M. & Njuguna, R.K., The influence of retail network expansion on the competitive advantage of oil marketing firms in Kenya: case of Vivo Energy. International Journal of Sales, Retailing and Marketing, 6(2), pp. 3–16, 2017.
[23] Saeed, R., Rehman, A.U., Akhtar, N. & Abbas, M., Impact of customer satisfaction and trust on customer loyalty mediating role of commitment (evidence from petroleum sector of Pakistan). Journal of Basic and Applied Scientific Research, 4(2), pp. 214–221, 2014.
[24] Saini, Y.K. & Matinise, S.V., An exploratory study on factors influencing customer decision making: a case of fuel retailing industry in South Africa, https://pdfs.semanticscholar.org/e793/b2bfaedb2490f901095ba73ebcaac2054421.pdf. Accessed on: 07 Feb. 2020.
[25] Bagraim, J.J. & Gird, A., The theory of planned behaviour as predictor of entrepreneurial intent amongst final-year university students. South African Journal of Psychology, 38(4), pp. 711–724, 2008.
Cite this:
APA Style
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BibTex Style
MLA Style
Chicago Style
GB-T-7714-2015
Manneh, M., Kozhevnikov, M., & Chazova, T. (2020). Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia. Int. J. Energy Prod. Manag., 5(2), 175-186. https://doi.org/10.2495/EQ-V5-N2-175-186
M. Manneh, M. Kozhevnikov, and T. Chazova, "Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia," Int. J. Energy Prod. Manag., vol. 5, no. 2, pp. 175-186, 2020. https://doi.org/10.2495/EQ-V5-N2-175-186
@research-article{Manneh2020DeterminantsOC,
title={Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia},
author={Musa Manneh and Mikhail Kozhevnikov and Tatyana Chazova},
journal={International Journal of Energy Production and Management},
year={2020},
page={175-186},
doi={https://doi.org/10.2495/EQ-V5-N2-175-186}
}
Musa Manneh, et al. "Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia." International Journal of Energy Production and Management, v 5, pp 175-186. doi: https://doi.org/10.2495/EQ-V5-N2-175-186
Musa Manneh, Mikhail Kozhevnikov and Tatyana Chazova. "Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia." International Journal of Energy Production and Management, 5, (2020): 175-186. doi: https://doi.org/10.2495/EQ-V5-N2-175-186
MANNEH M， KOZHEVNIKOV M， CHAZOVA T. Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia[J]. International Journal of Energy Production and Management， 2020， 5(2)： 175-186. https://doi.org/10.2495/EQ-V5-N2-175-186