Assessment of Factors Influencing Retail Consumers’ Choice of Fuel Service Stations in Lusaka, Zambia

Zambia's downstream petroleum retail sector has become fiercely competitive, compelling oil marketing companies (OMCs) to effectively understand and cater to consumer preferences. This research assessed the factors influencing retail consumers’ choice of fuel service stations in Lusaka, Zambia. The study adopted a positivist research philosophy and applied a quantitative approach, utilizing a cross-sectional descriptive research design. A structured questionnaire was used to collect data from 440 motorists determined by Yamane’s formula, within the central business of Lusaka town offering a diverse mix of fuel station brands and associated respondents. The primary data collected was analyzed using descriptive and inferential statistics with the aid of the Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study revealed that service quality, fuel station location, brand image, promotional programs, and non-fuel amenities significantly influence retail consumer choice of a fuel service station in Lusaka Zambia. Based on these findings, recommendations are made to OMCs to continuously improve all aspects of service quality, optimize fuel station location, revamp promotional strategies, strengthen brand image and reputation, enhance non-fuel amenities beyond mere fuel service, and continuously monitor and adapt strategies to improve their competitive edge.