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Abstract

This research paper is a compilation of research works done by various researchers on petroleum retailing in India. There are also some studies from Pakistan, South Africa, Malaysia, Turkey and Ghana to compare and contrast. The articles broadly covered on petroleum retailing which includes consumer behaviour, customer loyalty and branding. Also, topics on branding strategies of PSU Oil Marketing Companies and rural marketing were included. The articles were collected from various journals, research papers, literature reviews available on the internet and were summarized with an aim to help other researchers for further research. The consumers felt that all petrol available in fuel outlets is same irrespective of any brand. Hence, they do not show inclination towards any brand of the service station and is therefore, not important. To differentiate customer experience, fuel retailers are busy embracing and developing web, mobile and social touch points to complement their physical site whether it is in rural or urban. Government of India is well focussed on various developmental activities. Rural market is a vast economy with untapped potential, inspite of challenges on distance, diversity, and dispersion. Fuel marketers use various ways to reach the rural customers. In Assam, mobile theatre is very popular in rural areas. Marketers use the platform to reach the rural customers where using the traditional method is a herculean task. In view of shrinking marketing margins and low per pump throughput in rural areas, fuel retailers are driving non-fuel revenue such as availability of seeds, fertilizers, groceries, beverages and a host of FMCG products are made available to make the sites viable. Researchers have shown that improvement in the services and relationships is possible through increase in loyalty programs. Customers turn up to the places where they perceive better quality products, better price, quick service and friendly environment.

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