Topic

A Study on Consumer Behaviour towards Petroleum Retail Outlets

Background
Objectives of the Study:

To study the consumption pattern of fuel in Kolkata

To study the factors playing major role in the fuel consumption

To study the various expectations and perceptions of the consumers with

respect to fuel stations

To study the need and requirement (if any) of the branded fuel among the
customers

Significance of the study:The research is to be carried out based on the concept of consumer behavior. It is
valuable to a marketer in retaining the market and increasing the market share.
Petroleum marketing in India is characterized by severe competition. In such a case,
it is important to look beyond the regular product quality and quantity. The oil
marketing companies are in to focusing of non-fuel services to withstand the
competition. It is very important to know about the perception of such ventures by
the average consumers. Needless to mention is the fact that with the recent increase
in the prices of fuel, people are shifting from branded fuel to the regular ones, so an
important question can be raised that is there really a need for the OMCs to focus on
branded fuels. In other words, this study tries to strike a balance between the
perception of consumers and the companies.

Method
Research design :- Descriptive & Exploratory study
Universe of the study :- Kolkata
Survey design :- Single cross-sectional study with convenient sampling along
with depth interviews
Research Instrument :- Self-administered questionnaire and depth interviews