ANALYSIS OF CONSUMER BEHAVIOUR AND TRADE AREA OF SINGAPORE PETRO-MARTS

Abstract

With intense competition in the provision of convenience goods, petro-marts operators have to look for ways to differentiate their products and services in order to draw more customers. While holding on to the right location may be the key to success, the correct identification of the trade areas and the ability to understand and cater to the needs of the targeted consumers are just as important. In order to adopt such an approach, the trade area has to be measurable and consumer behaviour understood. The aims of this study are to discuss and analyse consumer behaviour and trade areas of petro-marts, to determine whether they are affected by the location of the petro-marts, and to examine how the retailers can incorporate the findings into its operation to serve the needs of its customers. It was found that the consumer behaviour and trade areas showed some differences in different locations of the petro-marts. The results of the survey offered petro-marts operators some insights into the needs of its customers and the type of consumers that they should target at. The operators can then decide on which aspects of improvement to embark on.