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

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.