Analyzing Consumer Behavior Patterns in Indian Petro Retail Santanu Purohit and Arvind Kumar Jain

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Peer Reviewed and Refereed Journal: VOLUME:10, ISSUE:5(1), May:2021
Online Copy of Article Publication Available: www.ijmer.in
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Digital certificate of publication:http://ijmer.in/pdf/e-Certificate%20of%20Publication-IJMER.pdf
DOI: http://ijmer.in.doi./2021/10.05.115
Scopus Review ID: A2B96D3ACF3FEA2A
Article Received: 10th May- Publication Date:30th May 2021
ANALYZING CONSUMER BEHAVIOR PATTERNS IN INDIAN PETRO RETAIL

1
Santanu Purohit and 2Arvind Kumar Jain
1&2
School of Business, University of Petroleum & Energy Studies
Dehradun, India
Abstract
In today’s technology led life, customer buying behavior is evolving day by day so as in petro retailing. It is thus prudent to
identify the customers buying behavior with respect to the services being offered at the fuel station along with the level of importance
of the services against customer expectation and influence on their fueling experience. A quantitative approach with the help of
statistical analysis using SPSS (version 22) on the customer’s responses has been followed to identify the factors influencing their
buying behaviors. While the customers are availing the services such as ATM, convenience store, digital cards, SMS & email
confirmation etc at the great extent, customer buying behavior is highly influenced by the technology adaptation for providing the
services at fuel stations.
Keywords:Customer Behavior, Indian Fuel Retail, Digitization in Petro Retail, Technology in Petro Retail.
Introduction
Indian petrol retailing industry is predominantly captured by PSU (Public Sector Undertaking) companies. Around 58000 out
of total 62000+ fuel stations are with PSU oil companies. Major Service providers in petrol retailing in India are Indian Oil (IOCL),
Hindustan Petroleum (HPCL), Bharat Petroleum (BPCL) Nayara Energy, Reliance, Shell etc. All the service providers are having
their own distribution network to reduce cost and enhance profitability. Technology has been basic force behind many service
innovations such as automated voice mail, IVRS, Internet based services and smart &app-based services. Technology has also opened
up new opportunities for delivering existing services in more accessible, convenient and productive ways. Technology facilitates basic
customer desires (e.g., bill payment, tracking orders etc.), sales transaction in the retail & B2B and also knowledge seeking (e.g.,
learning and information sharing). (Kumari &Devi, 2016)
Technology enables both customer and employees to be more effective and productive in receiving and providing services
with the help of self-service technologies where, customer can serve themselves more effectively via online services for example ,
checking their bank account detail, balance enquiry , applying loans etc. without visiting to branch or taking any assistance from
service providers and self-service technologies are proliferating across industries allowing both customer and employees of
international companies to stay updated on global standard and practices (Padmavathy & Adalarasu ,2017).
Evolution of customer buying behavior has changed substantially in retail sectors. Same customers are also common to petrol
retailing as well. Hence customer expectation has also evolved over period of time with the exposure of variety of technologies in their
lifestyle leading change in their buying behavior. Technology, particularly information & digital technology have influenced the
nature of services themselves, how they are delivered and the practice of service innovation and service management. It is obvious that
technology has had a profound and sometimes paradoxical influence on service(s). Accordingly, customer behavior has also taken a
shift. (Purohit & Jain 2020)
Literature Review
Market structure have undergone a major change over last few decades from manufacturing of physical goods to intangible
services as evident from the rise in service industry all across the globe (Kotler. 2004). It has also been observed that the solution to
price competition with a differentiated offer and delivery which includes innovative features that set the company apart from the
competition with higher Brand image (Kotler et al., 1996).
Over the last few decades, global retail has observed a major change due to technological advancement, change in customer
habit, expectation, etc. Accordingly, technology led customer service has also undergone a major change (Moran et.al, 2014).
Companies today increasingly use social media to connect with their customers in a more personalized and direct way. Moreover,
there is an increasing trend towards sharing of customer information among different service industries in order to assess customer
buying pattern, thereby designing and delivering suitable customized services to the target segments to offer enhanced customer
experience with better service (Bigelow, 2019). Self-service technology in service industries have also impact on the customer loyalty
due to more security features and convenience for transactions (Chistian et.al, 2020)
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Globally, Petro retail has undergone a huge change. Some factors continue to play an important role (eg price, quality, etc)
while some factors have emerged as a result of increasing competition or technological advancement. Petro retail has also observed a
major change from commoditized market to service-based market globally and this is equally applicable for the Indian context as well.
Price continues to remain important and the customer buying decision is impacted by availability of price information centrally in the
context of USA (Chandra &Tappata, 2011). It has also been observed that in a deregularized scenario, the price of fuel, especially
diesel, is lower in more competitive local markets in Austrian context.(Jens et. al. 2018).
Other factors have emerged with increased customer choices and preferences were better served through improved customer
service. It has been observed that proximity of fuel station also plays an important role in selection of fuel station for fuel purchase.
(Petra et.al. 2017). Geographic coverage of fuel retail stations and consumer perception of customer convenience plays an important
role on customer buying decision (Marc et.al, 2012). Forecourt efficiency in the fuel station is also very important from the
perspective of customer perception & satisfaction. Poor staffing, inefficient fuel pumps, queuing at fuel stations are common factors
leading to inefficient service delivery at fuel stations in the Nigerian context (Ajayi, 2017).However, in American and European
context, petrol retail has undergone a huge technological advancement thereby giving edge to forecourt efficiency and leading to
customer’s satisfaction and richer experience through introduction of fully automated service stations which do not require cashier,
leading to fuel sold at lower prices benefitted the customers. Similarly, in American context, introduction of self-service
pumpsreduced the number of attendants at fuel stations drastically, shifting the work done by these attendants to the customer. This
has helped differentiate the customer buying experience and attain upward productivity growth (Emek et.al., 2017).
Another important trend which has emerged over the past few decades is the loyalty program. Customers have observed that
fuel supply organizations are offering loyalty programs in order to build customer loyalty and increase repeat purchase. A study in the
South Africans context (Mgiba& Madela, 2020)has shown that the effectiveness of the loyalty program has an influence on the
customer perception, satisfaction as well as repurchase decision. In this context, sharing of global positioning data of fuel customers
among multiple inter disciplinary industries allows for designing of better services to enhance customer’s experience based on their
purchase pattern. (Bigelow, 2019).
Today, retail sector in India is witnessing a huge revamping exercise as the traditional retailers make way for new formats.
These modern retail formats provide a wide variety to customers and offer an ideal shopping experience with an amalgamation of
product, entertainment and service, all under a single roof. International exposure and availability of products and brands
communication are the attributes that are driving the organized retail in India and it is preferred due to convenience and variety. The
dynamics of the demographics, double income, urbanization and internet revolution are the factors contributing to retail growth in
India (Sahney (2016). Organized retail sector in India is growing very fast and consumer shopping behavioral dimensions are also
undergoing rapid changes (Sangvikar&Katole, 2012). InIndia, most customers prefer purchasing from organized retail outlets over
unorganized outlets across in large cities as well as tier 1 & 2 cities. Also, most of them are satisfied with the quality of service, price
and product range of the goods provided by organized retail outlets. (Dineshkumar&Vikkraman, 2012).
Indian economy has evolved over the last few decades and still evolving, Indian customers have become more discerning
while remaining price-sensitive. Larger segment of customer in India, modern lifestyle has had a significant impact on modern
retailing. Different lifestyles and socioeconomic strata of the customers & shopping patterns have influence on customer buying
behavior as they continue to expect a better shopping experience, recreation, friendly interactions and a wide choice of products and
services (Menaka & Chandramana, 2014). Indian Retail sector is projected to have growth almost double its size, triggered by
projection of 27% average annual growth in organized retail sector. Technology adaptation helps the entire sector to be more
rewarding in addition to create competitive advantage (Venkatesh, 2016).
In the context of Indian Fuel Retail, the market was traditionally dominated by Indian public sector companies. However,
entry of private players has changed this dynamic via availability of improved customer service facilities to end-customers.
Competition from private oil marketing companies is forcing public marketing companies to change from just selling fuel to satisfying
customers through marketing and promotional activities. There is some mismatch in the preferences for retail mix of customers and
those adopted by OMCs to market their product and services (Yadav et.al. 2012).Service providerare more competitive now, and,
introducing a variety of schemes to attract customers and fulfil their expectations towards fuel consumption. At the same time,
Government liberalized the policy for the private petroleum corporations to establish their own retail outlets bringing more
competition among the service providers (companies). (Srinivasan, 2015).
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It has been observed that there are four key determinant factors that influence customer selection of fuel retail outlets: Basic
Product level (Quality & Quantity), Expected Product level (Allied services), Augmented Product level (additional product attributes
and benefits) and the potential product level includes all the augmentations and transformations (Raj et.al. 2013).Associated services
like air pressure checking, vehicle cleaning, and convenience store, are also the prime need of consumers which fuel retail companies
need to strategize & offer services accordingly, to retain their customers. (Kumari &Devi, 2016). Though primary consideration of
the consumers is quality and quantity of the fuel, other allied facilities, such as, air pressure checking, wind shield cleaning, mechanic
facility ATM and refreshment facility are also the prime need of consumers (Kavitha & Mary,2018),(Priyadharshini & Divya, 2019).
Study has also revealed that there are critical factors such as fuel station management, price of fuel and technology adaptation in
service have significant importance in fuel consumption (Purohit & Jain, 2021).
At the same time, there is a growing need for Non-Fuel retailing in Retail Outlets. Customer’s needs and trends vary from
region to region, therefore non-fuel retailing proposition has to be specifically targeted to each Retail Outlet and customized according
to the demographics of the region (Kishore & Patel, 2012).
Technology like usage of IoT& AI in petro retailing had shown impact towards enhanced customer experience (purohit &
Jain, 2021). Usage of IoTs have also shown the significant impact in overall service excellence and profit maximization for the
organization (Purohit et.al, 2021). However, there is overall lack in adaptation of technology in customer service in petro retailing
context (Purohit & Jain, 2020),(Purohit & Jain,2020). It has also been observed that gap is existing in adaptation of digital payment
methods on petro retailing in Indian context where as it is widely accepted in general retail sector (Purohit & Purohit, 2021).
Scope of The Study

Service providers in petro retailing are offering varied services to differentiate themselves and gain better competitive edge in
the market. In order to improve market representation, loyalty & profitability, various services such as ATM, convenience store, Car
wash, portal counter for assistive services for bill payment etc. are being offered at fuel stations to improve customer experience thus
customer satisfaction. However, it is requiring to identify the services which are important to the customers in view of evolution of
their buying behavior due to technological advancement & exposure.
The objective of the study is to identify the customers buying behavior with respect to the services being offered at the fuel
station along with the level of importance of the services against customer expectation and also to understand the petro retail
customer’s behavior and services which influence their fueling experience. The study shall help the companies to develop suitable
process, design facilities to offer better fueling experience to their customers in the growing competitive scenario.
Research Methodology
The study was conducted during the period of January – March 2021 and it was conducted at various fuel stations in Mumbai
city and its suburban area. The sample size selected for the study as 450. Convenience sampling method was used to select the sample.
The primary data was collected through Quantitative field study via structured questionnaire from 2-wheeler and 4-wheeler customers.
Out of 450 sample 402 responses were found complete in nature and consider for further analysis. Secondary data is collected from
Journals, websites and statistics in service provider’s web space. The data have been analyzed using SPSS version 22 for establishing
relationships and dependencies.
Result and Discussions

The demographic data shows respondents are fairly distributed with respect to age (49% under 30 yrs, 47% between 30-50
yrs), gender, different level of educational qualification, occupation and income brackets (Table -1). Similarly, analysis of the
respondents have been carried out based on Type of vehicle used (Table -2), type of fuel consumed (Table -3), frequency of fueling
(Table -4) and amount spend in fueling (Table-5).
Table 1: Demographic profile
No. of
Personal Factors Classification Percent
Respondents
Less than 30 197 49
Age 30-50 189 47
Above 50 16 4
Male 346 86
Gender
Female 56 14
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No formal education 25 6
Educational School level education 72 18
Qualification Undergraduate 193 48
Postgraduate and more 112 28
Student 72 18
Business 108 27
Professional 85 21
Occupation
Employed 121 30
House wife 12 3
Others 4 1
Below Rs.20,000 93 23
Rs.20,001- Rs.50,000 113 28
Monthly Family
Rs.50,001- Rs.75,000 68 17
Income
Rs.75,001- Rs.1,00,000 44 11
Above Rs. 1,00,000 84 21
Table 2: Type of vehicle used

Number of
Type of vehicle Percentage
respondents
Two wheeler 189 47
Four wheeler 129 32
Both two wheeler and four wheeler 84 21
Total 402 100
Table 3: Type of fuel consumed

Number of
Type of fuel Percentage
respondents
Petrol 253 63
Diesel 149 37
Total 402 100
Table 4: Frequency of fueling

Number of
Frequency of filling fuel Percentage
respondents
Everyday 8 2
Once in a week 221 55
Twice in a week 125 31
Whenever required 48 12
Total 402 100
Table 5: Amount spend in fueling per month

Number of
Amount Percentage
respondents
Less than Rs.1.000 4 1
Rs. 1,001-Rs.2,000 12 3
Rs. 2,001-Rs. 3,000 28 7
Rs. 3,000& above 358 89
Total 402 100
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Analysis on the degree of uses of various services at fuel station (Table -6) by the customers shows that services like Air
pressure check, usage of ATM & convenience stores,availing facility of digital modes of payment such as credit & debit card and
loyalty cards are at importance. Also opting the facility of getting fueling confirmation through SMS or email is also seeing traction
among the customers. The trend shows that usage of technology led services are being preferred by the customers.
Table 6: Services being used by customers at fuel station (%analysis)

Services No. Always Sometimes Never Total
Air pressure check No. 225 163 14 402
% 56 40.5 3.5 100
Vehicle cleaning No. 98 171 133 402
% 24.5 42.5 33 100
Wash rooms facility No. 78 217 107 402
% 19 54 27 100
ATM No. 253 123 26 402
% 63 31 6 100
Convenience stores No. 137 189 76 402
% 34 47 19 100
Credit /Debit / Loyalty card facility No. 326 56 20 402
% 81 14 5 100
Quick oil Change facility No. 48 109 245 402
% 12 27 61 100
SMS / Email confirmation of No. 117 173 112 402
fuelling % 29 43 28 100
In order to understand the relationship between the type of vehicles (2wheeler and 4wheeler) i.e., customer segments and
services being offered at the fuel station Chi Square test has been conducted where hypothesis considered as below:
Null hypothesis (H0): There is no association between services offered and type of vehicle (2w/4w) used and the Alternate
Hypothesis: There may be an association between services offered and type of vehicle (2w/4w) used. The Chi-square test was
performed with significance level of 5% and test result is depicted in (Table-7)
Table 7: Importance of Services at Fuel stations by different customer segments

Facilities/Services Chi-Square value DF Table Value Remark
ATM 425.557a 9 19.023 Null hypothesis is rejected
Convenience store 407.356a 9 19.023 Null hypothesis is rejected
Air pressure 419.689a 9 19.023 Null hypothesis is rejected
Vehicle cleaning 622.940a 9 19.023 Null hypothesis is rejected
Drinking facilities 419.869a 9 19.023 Null hypothesis is rejected
Rest room 412.226a 9 19.023 Null hypothesis is rejected
credit /Debit / Loyalty 506.357a 9 19.023 Null hypothesis is rejected
card
Quick oil change facility 697.487a 9 19.023 Null hypothesis is rejected
sms/email confirmation 523.038a 9 19.023 Null hypothesis is rejected
used
Since the chi-square observed value is greater than the chi-square critical value, we reject the alternate hypothesis, i.e., type
of service and type vehicle used are not independent. From the above results, we can say that the customers who are visiting the fuel
stations both two-wheeler or four-wheeler are utilizing the facilities up to good extent.
As we can see the usage of technology led services by the customers are more prominent, Annova test was performed to
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understand the factors which are influenced due to technology adaptation by the customers. The result of the Annova test (Table -
8)shows that factors like Education, Occupation, Monthly income, customer segment and gender are having impact on technology
adaption in customers life buying behavior.
Table 8: Annova Test

Factor Dependent F P Remarks
Education Technology adaptation 6.016 .001 “Education” is a factor in influencing
Technology Adaptation
Technology adaptation .945 .389 “Age” is NOT a factor in influencing
Age Technology Adaptation
occupation Technology adaptation 23.829 .000 “Occupation” is a factor in influencing
Monthly income Technology adaptation 14.124 .000 “Monthly Income” is a factor in
influencing Technology Adaptation
Type of vehicle Technology adaptation 9.182 .000 “Type of vehicle” is a factor in influencing
(customer segment) Technology Adaptation
Gender Technology adaptation 12.641 .001 “Gender” is a factor in influencing
Conclusion
In this modern age, people are exposed to technology-based services in their day-to-day life. Technology adoption,
specifically in general retail side and its influence on their shopping experience, customer’s buying behavior has taken a shift. In
Indian context, technology adaptation has dependencies on various factors like education, age, Income of the family, gender, customer
segment etc. However, technology led services are getting noticed, preferred and used by the customers. While fuel retail service
providers are upgrading their service offer at fuel stations in terms of providing automation, digital payment solutions, SMS & Email
confirmation against fuelingetc, customer desire towards availing these services are also growing. This depict that technology
adaptation has influence on the customers buying behavior and service providers are also required to invest more attention for
developing technology-based infrastructure and services to meet the evolving behavior and requirement of the Indian petro retail
customers.
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ISSN:2277-7881; IMPACT FACTOR :7.816(2021); IC VALUE:5.16; ISI VALUE:2.

ANALYZING CONSUMER BEHAVIOR PATTERNS IN INDIAN PETRO RETAIL

Scope of The Study

Result and Discussions

Table 2: Type of vehicle used

Table 3: Type of fuel consumed

Table 4: Frequency of fueling

Table 5: Amount spend in fueling per month

Table 6: Services being used by customers at fuel station (%analysis)

Table 7: Importance of Services at Fuel stations by different customer segments

Table 8: Annova Test

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