Consumer orientation — the Market challenger strategy

Lang, Chin Ying, and Chee, Cheok Keen, (1992) Consumer orientation — the Market challenger strategy. Jurnal Pengurusan, 11 . pp. 37-51. ISSN 0127-2713


Official URL:


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.

Item Type:Article
Keywords:consumer protection
Journal:Jurnal Pengurusan
ID Code:7948
Deposited By: stud01
Deposited On:09 Nov 2014 08:55
Last Modified:14 Dec 2016 06:45

Repository Staff Only: item control page