The client wanted to evaluate the potential for setting up fuel retail outlets at 18 locations. This evaluation process basically consisted of two phases: (a) evaluating the potential business volume (b) understanding the consumer behavior. The exercise also aimed at identifying and evaluating travel related value added services that could be offered at the outlets. Non-petroleum products offering at retail outlets are particularly important in today's scenario of stretched profits margins in the petroleum products sales. Non-fuel products have the potential to significantly contribute to the top line as well as bottom line of the retail outlets. The objectives for the study could be broadly defined as following: § To access the potential for selling motor fuels at identified retail outlet locations. § To understand consumer behavior in terms of fuel buying behavior and retail outlet selection. § To assess consumer preferences for value added services to be provided at retail outlets and travel related facilities (TRF) including lodging facilities. § To identify suitable partners to handle the TRF part of the business. The study was conducted in three stages: § Traffic survey § Sales volume estimation § Consumer behaviour understanding This study gave invaluable guidance to the client in terms of deciding of the locations for opening fuel stations and providing specific travel related facilities unique to each of the locations. |