Fuel Watch: Buying fuel, and why the brand matters

What informs the decisions for drivers to stick to a particular brand of fuel from an Oil Marketing Company (OMC)?  The brand loyalty could even be in spite of the high prices of preferred choices as compared to others with relatively low prices?

There are several factors that account for every driver’s decision to stay glued to a particular pump for years.

In an interview with Ghanatalksbusiness.com, Executive Secretary of the Chamber of Petroleum Consumers Ghana, Duncan Amoah, explained that there some factors that makes a driver choose an Oil Marketing Company [OMC] over others even if he will pay more.

Enumerating the factors that account for the ‘addiction’ Duncan Amoah said Perception plays a key role, if an individual perceives an OMC to be selling good fuel, they see no reason buying from other OMCs.

Loyalty is also another factor, if a driver keeps buying from an OMC for overtime and still has his engine in good shape, they turn to stick to that particular brand.

QUALITY  

Quality of service and quality of product has kept several drivers to some top brands in the Petroleum sector.  It is the case that top OMCs , like Goil, Total and Shell,  include additives to their fuel which enhance the quality of fuel and hence the performance of engines.  The additives is known to enhance the quality of fuel which consumers prefer to saving money and sacrificing their engines.  

Furthermore, most people by nature likes freebies, and this is another factor that has hooked most drivers to some particular OMCs. Some OMCs in Ghana are noted for discounts, freebies amongst others, especially during festive seasons.