Brand Positioning Fuel Stations on High-Tier Fuel Category

DOI

10.2991/aebmr.k.210831.068How to use a DOI?

Keywords

brand positioning, multi-dimensional scaling, perceptual mapping, fuel station

Abstract

Companies need to build and maintain a competitive advantage. In the retail industry, the competition landscape will change when global brands enter the market, i.e. gas stations in Indonesia. Hence, it is essential to identify brand positioning in consumers’ minds compared to competitor brands. This study examines the positioning of significant gas stations based on some attributes that refer to previous studies and in-depth interviews. The objects are high-tier fuel managed by three major brands, namely Pertamina, Shell, and British Petroleum (BP). Using purposive sampling and online surveys, data were collected from 256 respondents of Pertamina, Shell, and BP, further analyzed by Multi-Dimensional Scaling in developing a perceptual map. The findings indicate that Pertamina is perceived as more related to the station’s tangible aspects, while Shell and BP were perceived as related to brand image and services. Even though the products are similar, this study clarifies differences in how consumers perceived these brands.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gusti Anggara Permana
AU  - Tengku Ezni Balqiah
PY  - 2021
DA  - 2021/09/02
TI  - Brand Positioning Fuel Stations on High-Tier Fuel Category
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 347
EP  - 353
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.068
DO  - 10.2991/aebmr.k.210831.068
ID  - Permana2021
ER  -