Motorist Behaviour and Implications at the Service Station: Poland

Verdict Research Limited, December 2011, Pages: 3

Verdict has conducted a study of over 8,000 motorists across eight European countries to assess how their buying behavior changed over the second half of 2010. These briefs summarise their attitudes towards fuel prices, added value services, shop products, and retailer brands, including supermarket brands where relevant.

Scope:

- Make well-informed investments by identifying the most important and frequently used features and services at service stations.
- Tailor marketing campaigns to effectively target customers by understanding the profile of the forecourt shopper.
- Develop a lucrative convenience store offer by uncovering the product categories for which consumers want more variety.
- Plan defensive strategies by understanding the behavior of motorists who are switching between oil company and grocery branded retailers.
- Demonstrate customer empathy in your marketing messages by uncovering the measures being adopted by motorists to reduce their motoring expenses.

Highlights:

- 44% motorists in Poland look at service station pricing boards closely before deciding where to fill up. Moreover, 15% of oil company users are switching to grocery brands for fuel.
- Convenience related attributes continue to have a high influence on Polish motorists' service station choice, while value-added services are becoming increasingly more important. Indeed food service was the most frequently used forecourt service in Poland.
- BP was voted the best fuel retailer by Polish motorists in terms of fuel price, shop products and customer service.

Reasons to purchase:

- What measures are motorists taking to hedge against rising fuel prices? Are they comparing forecourt price boards or using online comparison websites?
- Are my customers switching to supermarkets for cheaper fuel? What other services should I provide to maintain my customer base?
- How does my customer base split by age, gender, marital status, and frequency of use of car, so that I can develop a suitable service proposition?
- Which products should be included or excluded from a forecourt shop's mix so that maximum value can be generated from the available shelf space?
- Which fuel retailers are considered the best by motorists in terms of value for money for fuel, quality of shop offer, and customer service?

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