Customers’ profile, buying practices, and satisfaction with services of a gasoline service station in Jaro, Iloilo City

Abstract

This service station was started way back in the 1930s by the maternal grandfather of the present retailer. It was then a Socony Mobil station. The present retailer came to operate the station in 1977 when the previous retailer retired from the business. The volume and the profitability of the station were never threatened until 2003. The retailer has encountered diminishing sales and dwindling profits. This was due to the opening of new stations in his trading area and the runaway prices of fuel products. At the same time the country suffered from fiscal crisis, tight money supply and the generally poor economy of the Island of Panay. This study could also help identify what are the factors the retailer could concentrate on in order to improve his station’s efficiency in satisfying the needs and wants of his customers. This will help the retailer adapt to the fast changing market conditions and maintain his lead over his competitors. Purpose/Objective of the Market Study This study aims to find out and describe the market and determine market segments 1.) The customers profile of a gasoline station in terms of; a. Personal characteristics of buyer, and b. Characteristics of vehicles 2.) Their buying practices in terms of: a. Type of fuel bought b. Amount of fuel bought c. Frequency of buying d. Usual time they buy their fuel 3.) Services needed, availed of, and sources 4.) Services availed of at this subject station and their level of satisfaction with the services availed of, 5.) To determine variations in the customers choice of fuel as to the type of fuel bought, the amount of fuel bought, the frequency of buying and the usual time they buy their fuel, level of satisfaction according to the personal characteristics of the buyer and the characteristic of vehicles, and selected factors such as educational level, civil status, and occupation.