Determination of factors affecting petrol station brand choice in Lithuania

Abstract

The aim of the research was to determine the factors affecting petrol station brand choice. Achieving to reach the aim of the article, questionnaire research was provided. The research was held in Lithuania in 2014. The data analysis was provided in stages: first, the mostly known petrol station brands and mostly visited petrol stations were determined. At the second stage, petrol station brands were ranked by respondent priorities. Finally, the importance-performance matrix for factors attracting consumers to petrol stations was composed to reflect the existing situation. Research results indicate that petrol stations in Lithuania do not react to consumer needs and wishes properly. The most important factors for consumers while choosing a petrol station appeared to be price-quality relation (in terms of perceived value), price, and location. Moreover, evaluating sales promotion used by petrol stations, only price-related promotions were evaluated as important. Seven petrol station brands were indicated by the respondents during the research; three of them share the vast majority of the market. However, the competition is hard. Therefore, achieving to attract consumers petrol stations’ management has to apply appropriate measures. Latter measures (factors) have to correspond to consumer priorities to gain the optimal result.