Marketing improvement considering customer preference and awareness of a gas station in the countryside of Thailand

Abstract

As the number of vehicles on the road rises, both commercially and tourism, the demand for fuel in Thailand has risen by an average of 2.11% for the past 20 years, according to Department of energy business (DOEB). This creates opportunities for gas station operators to expand their businesses. However, it also created the highly competitive industry in gas station sector, especially, the rivalry of gas station business in the countryside. The customers tend to choose the best gas station within 1 hour driving range to stop and rest from travelling. Moreover, the bargaining power of customers is also high. They may find it easy to switch to new, better, or cheaper competitors. The high investment costs and intense competition have led some operators to fail, underscoring the need to understand consumer behavior and preferences to develop effective brand strategies to create a competitive advantage. This study investigates the factors influencing consumer preferences when choosing gas stations in countryside Thailand and identifies effective marketing strategies to penetrate them.