A Comprehensive Analysis of Factors Influencing Drivers' Perceptions and Preferences for Petrol Filling Stations in Tanzania

Abstract

This study examines factors influencing consumers’
choice of petrol filling stations in Handeni district, Tanga
Region, Tanzania. The research employed a cross

sectional design to achieve two primary objectives: first,
to identify the external factors affecting consumers'
choice of petrol filling stations, and second, to assess the
effectiveness of marketing strategies employed at these
stations in influencing consumer choice. The study used
simple random sampling to select respondents from three
wards, resulting in a sample of 384 drivers. Primary data
were collected through questionnaires, comprising both
closed-ended and open-ended questions, and interviews.
A multinomial logistic regression model was utilized to
analyze the magnitudes and directions of the factors
influencing consumer choice. The findings indicated that
petrol quality, price, brand, service quality, promotion,
and payment options were statistically significant
determinants in consumers' choice of petrol filling
stations. Descriptive analysis revealed that the four most
preferred petrol stations were Mount Meru, Teacher Oil,
KSK Oil, and Msawi petrol stations out of the eight
stations considered. The study recommends that petrol
station owners implement integrated strategies that focus
on multiple critical factors to enhance consumer choice.
Additionally, the government could provide tax breaks to
petrol stations that invest in modern payment systems and
maintain well-stocked convenience stores to further
support consumer preferences and improve service
delivery in the petrol retail market.