Consumers' intentions to buy premium fuel: empirical evidence from an emerging market

This study is an exploration of the premium gas-oil market in Morocco. The objective of this article is to understand the consumers' likely behaviour based on their respective value assessment given to 'premium' gasoline compared to the basic one. We aim to examine the effect of personal factors along with brand-customer relationship on the perceived value they attribute to premium fuel; and how this premium value will in its turn affect their willingness and purchase intention. The hypotheses' testing and analysis were conducted using structural equation modelling and data was collected based on a survey of 280 vehicle owners who live in different cities in Morocco. Our results highlight the importance of brand-customer relationship and personal characteristics in positively shaping the different set of premium fuel's values in consumers' mind. Also, financial, social and functional values were determinants factors of customers' willingness to pay higher prices for premium fuel.