Consumer motivations in forecourt convenience retailing in South Afica

Abstract

The proliferation of forecourt convenience shops in South Africa spawned an entirely new model within an existing fuel sales business model. Conversely South Africa’s regulated fuel industry was stunned by a near merger of Sasol and Engen, which led to petrol stations looking for new ways to attract business. The forecourt convenience shops are not price regulated and hence have become a strategic revenue generator for petrol station operators. These factors made the study of consumer motivations in forecourt convenience retailing necessary.Specific research hypotheses were formulated, based on a literature review, in order to prove or disprove the researcher’s viewpoint and fully appreciate consumer motivations. A survey of 115 convenience shop patrons was undertaken, the data was analysed statistically and hypotheses were then either rejected or failed to be rejected.Petrol brands play no role in consumer motivations, while forecourt shops independently play a role in why people shop. Age plays no role in motivations, whereas gender does, as more men shop at forecourt shops than do women. White people buy more from these outlets than non-whites. Hygiene factors and motivators do not lead to greater spending, but motivators alone lead to repatronage. Total customer experience leads people to shop more often. Price plays no role in customers’ intentions to repatronise the stores.