An Assessment of the Factors Influencing Consumers ' Choice of Petrol Filling Stations in Tanzania

Abstract

The purpose of this study was to examine the factors influencing consumers'choice ofpetrolfilling stations.A quantitative study from convenientlysampled 150 drivers in Dar es Salaam Tanzania wasincluded in the study. Amultipleregressionanalysiswasusedtoanalyzethedataandhencedetermine the effect of independent variables on the dependentvariable. Thefindings provide evidence that service quality, fuel quality, price, and brandwere statistically significant and positively influenceconsumers'choice ofpetrol filling stations. However, the location was statistically not significantin influencing consumers' choice of petrol filling stations in Tanzania. Thestudy findings provide a chance for the policymakers and Oil MarketingCompanies (OMCs) to consider each factor and see how they can takeadvantage of increasing their customer base and maximize the return on theirinvestment in the retail petroleum sector in Tanzania.Keywords:Consumer Choice, Brand, Service Quality, Fuel Quality, Location, and Price