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Consumer orientation — the Market challenger strategy

This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol s...

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Main Authors: Lang, Chin Ying,, Chee, Cheok Keen,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 1992
Online Access:http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf
http://journalarticle.ukm.my/7948/
http://ejournals.ukm.my/pengurusan/issue/view/
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spelling my-ukm.journal.79482016-12-14T06:45:44Z http://journalarticle.ukm.my/7948/ Consumer orientation — the Market challenger strategy Lang, Chin Ying, Chee, Cheok Keen, This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share. Penerbit Universiti Kebangsaan Malaysia 1992 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf Lang, Chin Ying, and Chee, Cheok Keen, (1992) Consumer orientation — the Market challenger strategy. Jurnal Pengurusan, 11 . pp. 37-51. ISSN 0127-2713 http://ejournals.ukm.my/pengurusan/issue/view/
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share.
format Article
author Lang, Chin Ying,
Chee, Cheok Keen,
spellingShingle Lang, Chin Ying,
Chee, Cheok Keen,
Consumer orientation — the Market challenger strategy
author_facet Lang, Chin Ying,
Chee, Cheok Keen,
author_sort Lang, Chin Ying,
title Consumer orientation — the Market challenger strategy
title_short Consumer orientation — the Market challenger strategy
title_full Consumer orientation — the Market challenger strategy
title_fullStr Consumer orientation — the Market challenger strategy
title_full_unstemmed Consumer orientation — the Market challenger strategy
title_sort consumer orientation — the market challenger strategy
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 1992
url http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf
http://journalarticle.ukm.my/7948/
http://ejournals.ukm.my/pengurusan/issue/view/
_version_ 1643737306386923520
score 13.211869

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