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Customer buying behavior at selected petroleum shops in Cape Town
Author(s)
Bailey, John Franklin
Date Issued
2011
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The dynamic nature of modern organisations, characterised by hyper turbulence, necessitates that
organisations remain receptive to the plethora of internal and external forces driving changes in
strategy. One such organisation is that of Engen Petroleum Limited which operates in an everchanging,
highly competitive environment. In order to remain the market leader, Engen needs to
revisit its strategy to contend with market forces, bearing in mind that globalisation, as well as
international ownership of competitor companies, play a role. In order to maintain a competitive
advantage, the role of brands in the context of convenience is important, as brand recognition
makes decision-making simpler for consumers who are in a rush. It is hence deemed expedient for
forecourt retailers to understand customer satisfaction drivers, such as quality, service and
convenience (Molefi, 2007). The current research focuses on the Engen Western Cape Quick Shop
network, and in particular, investigates the possible reasons, namely growth rates, product
offering, location, and customer service, for performance compared to the national average. A
questionnaire/survey was conducted to determine the demographic characteristics of customers as
well as the factors that influence their propensity to utilise Engen Quick Shops. This research was
intended to provide Engen Petroleum Limited with data and information to enable the Western
Cape Convenience dealer network to not only grow at the national average, but also to position
itself at the forefront of the Convenience Store market.
organisations remain receptive to the plethora of internal and external forces driving changes in
strategy. One such organisation is that of Engen Petroleum Limited which operates in an everchanging,
highly competitive environment. In order to remain the market leader, Engen needs to
revisit its strategy to contend with market forces, bearing in mind that globalisation, as well as
international ownership of competitor companies, play a role. In order to maintain a competitive
advantage, the role of brands in the context of convenience is important, as brand recognition
makes decision-making simpler for consumers who are in a rush. It is hence deemed expedient for
forecourt retailers to understand customer satisfaction drivers, such as quality, service and
convenience (Molefi, 2007). The current research focuses on the Engen Western Cape Quick Shop
network, and in particular, investigates the possible reasons, namely growth rates, product
offering, location, and customer service, for performance compared to the national average. A
questionnaire/survey was conducted to determine the demographic characteristics of customers as
well as the factors that influence their propensity to utilise Engen Quick Shops. This research was
intended to provide Engen Petroleum Limited with data and information to enable the Western
Cape Convenience dealer network to not only grow at the national average, but also to position
itself at the forefront of the Convenience Store market.
Additional information
Thesis (MTech (Business Administratiom, Marketing Management))--Cape Peninsula University of Technology, 2011
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205208258_Bailey_John_F_mtech_bus_admin_2011.pdf
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Thesis
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