Marketing Research of Automotive Fuel Consumer Behavior
Client: Ukrgasvydobuvannya JSC
The client faced the task of adjusting its communication strategy and modernizing its gas stations. The plan was to base the tactics for informational messages and the nature of the transformations on the results obtained during the marketing research.
The survey questionnaire developed contained elements of projective techniques to study respondents' associations related to the activities and product of "Ukrgasvydobuvannya".
The survey was conducted at two types of locations in Kharkiv:
- at "Ukrgasvydobuvannya" gas stations
- in areas with a high concentration of cars, in parking lots and car parks near shopping centers
Of particular interest is the scheme developed by MCG specialists for the indirect assessment of a respondent's financial situation based on their car model and year of manufacture.
Results
- Respondents' consumer behavior regarding the frequency and volume of car refueling was studied, depending on their financial situation.
- A rating of gas station networks in Kharkiv was compiled (based on unprompted mentions by respondents and by which networks they named as those where drivers refuel).
- Important and secondary characteristics of gas stations for respondents were identified.
- The level of user loyalty to a particular network was determined.
- Respondents' willingness to switch from gasoline to gas (e.g., LPG/CNG) was determined.
- Respondents' associations with the new "Ukrgasvydobuvannya" logo were described.
- Recommendations for conducting a new advertising campaign were provided.