• July 7, 2010

Price and convenience are the most often cited reasons for purchasing a brand of gasoline, but a new study finds that consumers clearly differentiate when it comes to the specifics of the price/promotion, convenience, and quality propositions each gasoline brand offers, according to research by The NPD Group.

According to NPD's Motor Fuels Index, which tracks consumer motor fuel purchasing behaviors, consumers are citing quality of fuel as a factor in selecting a brand, and expand on the attributes such as fuel efficiency, vehicle performance, additives, engine cleaning ability, and their overall experience with the fuel. Consumers with a preferred brand define their preference as trust, environmental friendliness, and community involvement, among other attributes.

"Brand-level data illustrates that consumers clearly differentiate the price/promotion and quality attributes each brand offers," says David Portalatin, industry analyst for NPD's automotive market research. "Staying in tune with consumer response to new developments in fuel rewards and discounts, attitudes toward vehicle longevity and performance, and the emergence of a post recession economy will enable fuel marketers to craft relevant and timely strategies for keeping their brands on the right track." -Tanya Irwin