Consumer orientation — the Market challenger strategy

Abstract

This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share.