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Type of publication: Knygos dalis / Part of book (Y)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Bakanauskas, Arvydas Petras
Title: Determination of factors affecting petrol station brand choice in Lithuania
Is part of: Entrepreneurship, business and economics. Vol. 1 / editors Mehmet Huseyin Bilgin, Hakan Danis. Switzerland : Springer International Publishing, 2016
Extent: p. 535-543
Date: 2016
Note: ISBN 978-3-319-27570-3 (Online). Proceedings of the 15th Eurasia business and economics society conference
Keywords: Degalinės;Lietuva;Vartotojų pasirinkimas;Petrol stations;Lithuania;Consumer choice
ISBN: 9783319275697
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
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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