Beyond Price and Product: Drivers of Consumer Purchase Decisions in Zambia’s Petroleum Retail Market
DOI:
https://doi.org/10.59413/ajocs/v7.i4.27Keywords:
Brand Image, Consumer Purchase Decisions, Petroleum RetailingAbstract
This study examined the influence of brand image, service quality, loyalty programmes, location convenience and staff conduct on consumer purchase decisions in Zambia’s petroleum retail market, using Kabwe District as the study setting. The study was anchored in the Howard–Sheth Theory of Buyer Behavior and adopted a quantitative explanatory correlational research design. Data were collected from 196 adult petroleum retail consumers purchasing fuel from Puma Energy Zambia Plc, Total Energies Zambia Limited and Mount Meru Zambia Limited service stations in Kabwe. Respondents were selected using systematic sampling, and data were collected through a structured self-administered questionnaire. Descriptive statistics and multiple linear regression analysis were used to analyse the data. The regression model was statistically significant and explained 71.83% of the variance in consumer purchase decisions. Brand image emerged as the strongest positive predictor of consumer purchase decisions (β = .527, p < .001), followed by service quality (β = .260, p < .001) and staff conduct (β = .115, p = .010). Loyalty programmes had a statistically significant negative relationship with purchase decisions (β = -.136, p = .002), while location convenience was statistically insignificant (β = -.032, p = .409). The findings demonstrate that petroleum consumers increasingly differentiate competing retailers through brand reputation, service experiences and frontline employee interactions rather than relying primarily on location or transactional incentives. The study concludes that competitive advantage in Zambia’s regulated and relatively homogeneous petroleum retail market extends beyond price and product. Petroleum retailers should therefore prioritise strategic brand building, superior service delivery, professional staff conduct and the redesign of loyalty programmes around meaningful customer value.
Downloads
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Acatrinei, C., & Puiu, T. V. (2012). The loyalty card: Issues in evaluating loyalty program effectiveness. International Journal of Economic Practices and Theories, 2(3), 153–164.
Alvi, M. H., Ikram, M., Mirza, M. H., & Khan, M. Q. (2016). Perception of people regarding selection of petrol station in Karachi. Imperial Journal of Interdisciplinary Research, 2(7), 380–382.
Buttle, F. (2009). Customer relationship management: Concepts and technologies. Elsevier.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255 DOI: https://doi.org/10.1509/jmkg.65.2.81.18255
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods research (3rd ed.). SAGE Publications.
De Wulf, K., Odekerken-Schröder, G., & Van Kenhove, P. (2003). Investments in consumer relationships: A critical reassessment and model extension. The International Review of Retail, Distribution and Consumer Research, 13(3), 245–261. https://doi.org/10.1080/0959396032000101354 DOI: https://doi.org/10.1080/0959396032000101354
Dewenter, R., & Heimeshoff, U. (2012). Less pain at the pump? The effects of regulatory interventions in retail gasoline markets (DICE Discussion Paper No. 51). Düsseldorf Institute for Competition Economics.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001 DOI: https://doi.org/10.1177/0092070394222001
Dowling, G. R. (2002). Customer relationship management: In B2C markets, often less is more. California Management Review, 44(3), 87–104. https://doi.org/10.2307/41166134 DOI: https://doi.org/10.2307/41166134
Energy Regulation Board. (2024a). Energy sector report 2023. Energy Regulation Board.
Energy Regulation Board. (2024b). Annual statistical bulletin 2023. Energy Regulation Board.
Energy Regulation Board. (2024c). Annual report 2023. Energy Regulation Board.
Energy Regulation Board. (2025). Energy sector report 2024. Energy Regulation Board.
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D. M., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625–638. https://doi.org/10.1007/s11747-011-0272-3 DOI: https://doi.org/10.1007/s11747-011-0272-3
Farizal, F., & Putra, N. S. (2016). Faktor-faktor yang mempengaruhi konsumen dalam memilih SPBU. Jurnal Teknik Industri, 11(3), 143–150. DOI: https://doi.org/10.14710/jati.11.3.143-150
Gable, M., Fiorito, S. S., & Topol, M. T. (2008). An empirical analysis of the components of retailer customer loyalty programs. International Journal of Retail & Distribution Management, 36(1), 32–49. https://doi.org/10.1108/09590550810846983 DOI: https://doi.org/10.1108/09590550810846983
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. John Wiley & Sons.
Inderadi, R., & Setiadi, N. J. (2020). Factors influencing consumers' preference in choosing a petrol station: A case of Petronas station at Ayer Keroh, Malaysia. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(7), 2562–2575.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education.
Kumar, V., & Reinartz, W. (2018). Loyalty programs: Design and effectiveness. In Customer relationship management: Concept, strategy, and tools (3rd ed.). Springer. https://doi.org/10.1007/978-3-662-55381-7_10 DOI: https://doi.org/10.1007/978-3-662-55381-7_10
Leenheer, J., Van Heerde, H. J., Bijmolt, T. H. A., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31–47. https://doi.org/10.1016/j.ijresmar.2006.10.005 DOI: https://doi.org/10.1016/j.ijresmar.2006.10.005
Lekhuleni, N., & Stiehler-Mulder, B. E. (2020). Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy. Cogent Business & Management, 7(1), 1793522. https://doi.org/10.1080/23311975.2020.1793522 DOI: https://doi.org/10.1080/23311975.2020.1793522
Lemon, K. N., & von Wangenheim, F. (2009). The reinforcing effects of loyalty program partnerships and core service usage: A longitudinal analysis. Journal of Service Research, 11(4), 357–370. https://doi.org/10.1177/1094670508330451 DOI: https://doi.org/10.1177/1094670508330451
Lewis, M. (2004). The influence of loyalty programs and short-term promotions on customer retention. Journal of Marketing Research, 41(3), 281–292. https://doi.org/10.1509/jmkr.41.3.281.35986 DOI: https://doi.org/10.1509/jmkr.41.3.281.35986
Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19–35. https://doi.org/10.1509/jmkg.71.4.019 DOI: https://doi.org/10.1509/jmkg.71.4.019
Lolo, P. J. (2020). The effects of corporate image, service quality and price perceptions on customer satisfaction and purchase loyalty. European Journal of Business and Management Research, 5(2). DOI: https://doi.org/10.24018/ejbmr.2020.5.2.243
Manneh, M., Kozhevnikov, M., & Chazova, T. (2020). Determinants of consumer preference for petrol consumption: The case of petro retail in the Gambia. International Journal of Energy Production and Management, 5(2), 175–186. https://doi.org/10.2495/EQ-V5-N2-175-186 DOI: https://doi.org/10.2495/EQ-V5-N2-175-186
Mgiba, F. M., & Madela, K. (2020). South African fuel industry, customer perceptions and satisfaction, and their impact on customer loyalty and repurchase intention. Journal of Contemporary Management, 17(1), 16–40. https://doi.org/10.35683/jcm19098.54 DOI: https://doi.org/10.35683/jcm19098.54
Mimouni-Chaabane, A., & Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63(1), 32–37. https://doi.org/10.1016/j.jbusres.2009.01.008 DOI: https://doi.org/10.1016/j.jbusres.2009.01.008
Mufalali, S. M., Moose, J., Bbenkele, E., Sikachelela, J., Mundia, M., & Muduli, R. (2026a). Revisiting entrepreneurial orientation: A dimensional performance architecture in emerging market SMEs—Evidence from Kabwe District, Zambia. African Journal of Empirical Research, 7(2), 183–191. DOI: https://doi.org/10.51867/ajernet.7.2.17
Mufalali, S. M., Muduli, R., Mundia, M., Ngoma, K., & Sikachelela, J. (2026b). From exposure to intention: How social media entrepreneurial content shapes youth entrepreneurial intentions in Kabwe District, Zambia. African Journal of Commercial Studies, 7(3), 356–364. DOI: https://doi.org/10.59413/ajocs/v7.i3.42
Mufalali, S. M., Muduli, R., Mundia, M., Ngoma, K., Mwiya, B., & Sikachelela, J. (2026c). Youth consumer preferences for local vs. international brands: Implications for SMEs in Kabwe District, Zambia. African Journal of Commercial Studies, 7(3), 523–532. DOI: https://doi.org/10.59413/ajocs/v7.i3.58
Mulenga, C. (2019). Factors that influence commercial customers' choice of petroleum fuel supplier in Zambia: A case of Spectraoil in Lusaka [Unpublished master's dissertation, University of Zambia].
Mundia, M., Nkonde, C., Simui, F., Mufalali, M. S., & Muduli, R. (2023). Cooperatives and livelihood improvement: Understanding the contribution of enterprising agriculture cooperatives in rural communities of Kabwe District, Zambia. European Journal of Agriculture and Food Sciences, 5(2), 40–46. DOI: https://doi.org/10.24018/ejfood.2023.5.2.655
Mundia, M., Simasiku, M. M., & Chakwana, P. (2025). The role of micro-finance institutions on financial inclusion of farmpreneurs in rural communities of Kabwe District, Zambia. International Journal of Innovative Science and Research Technology, 10(10), 3400–3411. DOI: https://doi.org/10.38124/ijisrt/25oct075
Mundia, M., Simasiku, M. M., Joseph, I., Muduli, R., & Mweemba, K. (2026). Indigenous knowledge and entrepreneurial mindset among the Ila-speaking people of Namwala District, Zambia. International Journal of Innovative Science and Research Technology, 11(1), 3313–3322. DOI: https://doi.org/10.38124/ijisrt/26jan413
Mwenda, S., & Oloko, M. (2016). Determinants of motorists' choice of petrol stations in Kenya: A survey of Thika Sub-County. International Journal of Social Sciences and Information Technology, 2(9), 1370–1383.
Mwiya, M. S., Moose, J., Bbenkele, E., Regina, M., Mundia, M., & Sikachelela, J. (2025). Entrepreneurial mindset in practice: Manifestations of entrepreneurial orientation among trading SMEs in Kabwe District, Zambia. East African Journal of Management and Business Studies, 5(4), 26–37.
Ogbunamiri, A., & Agu, G. A. (2022). Drivers of customer loyalty in the downstream petroleum sub-sector in Nigeria. ARRUS Journal of Social Sciences and Humanities, 2(2). DOI: https://doi.org/10.35877/soshum734
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634S105 DOI: https://doi.org/10.2307/1252099
Pangani, A., & Mwanza, B. G. (2024). Assessment of factors influencing retail consumers' choice of fuel service stations in Lusaka, Zambia. African Journal of Management and Business Research, 15(1), 339–357. https://doi.org/10.62154/g1cq1t28 DOI: https://doi.org/10.62154/g1cq1t28
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Parris, D. L., & Guzman, F. (2023). Evolving brand boundaries and expectations: Looking back on brand equity, brand loyalty and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191–234. https://doi.org/10.1108/JPBM-06-2021-3528 DOI: https://doi.org/10.1108/JPBM-06-2021-3528
Petra, Š., Petljak, K., & Naletina, D. (2017). The growing importance of petrol stations as channels for expanding the retail services.
Pilelienė, L., & Bakanauskas, A. P. (2014). Determination of factors affecting petrol station brand choice in Lithuania. In Entrepreneurship, business and economics: Eurasian studies in business and economics (Vol. 1, pp. 535–543). DOI: https://doi.org/10.1007/978-3-319-27570-3_40
Prabumenang, A. K. R., Wibowo, A., Narmaditya, B. S., & Prihandono, D. (2020). Determinant factors of fuel consumption behavior: Evidence from Indonesia. Utopía y Praxis Latinoamericana, 25(7), 144–155.
Purohit, S., & Jain, A. (2021). The science of choice: Demystifying consumer preference in Indian petro-retail. Paideuma Journal of Research, 14(5), 17–27.
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 41(3), 293–305. https://doi.org/10.1509/jmkr.41.3.293.35991 DOI: https://doi.org/10.1509/jmkr.41.3.293.35991
Rossi, F., & Chintagunta, P. K. (2022). Consumer loyalty programs and retail prices: Evidence from gasoline markets. Marketing Science, 42(4), 794–818. https://doi.org/10.1287/mksc.2022.1400 DOI: https://doi.org/10.1287/mksc.2022.1416
Saini, Y. K., & Matinise, S. V. (2013). An exploratory study on factors influencing customer decision making: A case of fuel retailing industry. University of the Witwatersrand.
Saunders, M. N. K., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
Sharp, B., & Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14(5), 473–486. https://doi.org/10.1016/S0167-8116(97)00022-0 DOI: https://doi.org/10.1016/S0167-8116(97)00022-0
Shugan, S. M. (2005). Brand loyalty programs: Are they shams? Marketing Science, 24(2), 185–193. https://doi.org/10.1287/mksc.1050.0124 DOI: https://doi.org/10.1287/mksc.1050.0124
Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054 DOI: https://doi.org/10.1108/IJBM-03-2017-0054
Thanabordeekij, P., & Syers, K. (2020). The effect of marketing mix factors and brand image toward customer satisfaction and customer loyalty of liquefied petroleum gas for household use in Thailand. Journal of ASEAN PLUS+ Studies, 1(1).
Tun, K. (2020). Consumer attitude and behavioral intention in the choice of petrol station.
Urio, I. A., & Mwakyusa, J. R. P. (2023). An assessment of the factors influencing consumers' choice of petrol filling stations in Tanzania. ORSEA Journal, 12(2). DOI: https://doi.org/10.56279/orseaj.12.2.5760
Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30–45. https://doi.org/10.1509/jmkg.67.4.30.18685 DOI: https://doi.org/10.1509/jmkg.67.4.30.18685
Vyas, P. H., & Sinha, P. K. (2008). Loyalty programs: Practices, avenues and challenges (Working Paper No. 2008-12-01). Indian Institute of Management Ahmedabad.
Xavier, A. H. W., R. A., & Ah, Y. (2022). Predictors of customers' satisfaction at petrol stations in Malaysia. Res Militaris, 12(3), 2993–3011.
Yabani, A. A., Ampofo, G., & Senadzo, P. (2017). Do sales promotion practices promote customer retention in the oil marketing industry? A case of GOIL Ghana Limited Dome-Kwabenya. Journal of Research in Marketing, 8(2), 669–674. DOI: https://doi.org/10.17722/jorm.v8i2.212
Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240. https://doi.org/10.1177/0092070303031003002 DOI: https://doi.org/10.1177/0092070303031003002
Zambia Statistics Agency. (2022). 2022 census of population and housing preliminary report. Zambia Statistics Agency.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Sharon Zyola, Simasiku Mwiya Mufalali, Regina Muduli (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
