FACTORS INFLUENCING CONSUMERS’ PREFERENCE IN CHOOSING A PETROL STATION: A CASE OF PETRONAS STATIONS AT AYER KEROH, MALAYSIA

Abstract

Malaysian petroleum retailing market has rapidly grown but the competition is tough. This study aims to identify key factors affecting consumers’ decision making in selecting a petrol station. It focuses on five determining factors, namely product quality, service quality, advertising and promotion, cultural values, and marketing strategy factor. Data were collected from 100 local Ayer Keroh Petronas’ consumers through a questionnaire and in-depth interviews. Consumers’ perceptions of Petronas petroleum and products were investigated. Results of the Mean Test indicated that product quality, with the highest mean score, was the most influencing factor which determines Petronas consumers’ behavior in choosing a petrol station.  This finding is different from the findings of previous studies conducted in Yogyakarta and Jakarta, Indonesia, which were used as a comparison of consumers’ decision making in choosing a petrol station. More fundamentally, it is suggested that to maintain and develop its quality of products, Petronas should consider to achieve an international standard and improve its fuel quality as its competitive advantage in the petroleum industry in Malaysia.