An Assessment of the Factors Influencing Consumers’ Choice of Petrol Filling Stations in Tanzania

Abstract

The purpose of this study was to examine the factors influencing consumers' choice of petrol filling stations. A quantitative study from conveniently sampled 150 drivers in Dar es Salaam Tanzania was included in the study. A multiple regression analysis was used to analyze the data and hence determine the effect of independent variables on the dependent variable. The findings provide evidence that service quality, fuel quality, price, and brand were statistically significant and positively influence consumers' choice of petrol filling stations. However, the location was statistically not significant in influencing consumers' choice of petrol filling stations in Tanzania. The study findings provide a chance for the policymakers and Oil Marketing Companies (OMCs) to consider each factor and see how they can take advantage of increasing their customer base and maximize the return on their investment in the retail petroleum sector in Tanzania.