PETROLEUM CONSUMERS SATISFACTION SURVEY REPORT OF TRANSPORTE …
The Chamber of Petroleum Consumers (COPEC), has completed a survey as to how vehicle users are influenced in deciding on which OMC to obtain their fuel supplies, noting that the country’s fuel sales are fully deregulated whereby pricing of petroleum products is no more the responsibility of the ruling government.
Below is a full statement from COPEC.
1.0 BACKGROUND OF THE STUDY
This is the second consumer perception survey undertaken by the Chamber of Petroleum Consumers as to how vehicle users are influenced in deciding on which OMC to obtain their fuel supplies, noting that the country’s fuel sales are fully deregulated whereby pricing of petroleum products is no more the responsibility of the ruling government. The OMCs rather adjust their fuel prices by taking into consideration the dynamics in both the local and international markets and also adopting their own customer relation strategies to consolidate their positions in the oil business noting that consumers generally consider Pricing as essential in their decision to purchase Petroleum Products.
2.0 AIMS AND PURPOSES OF THE STUDY
The primary aim is to assess the choices of consumers and the possible factors that inform their purchasing decisions.
It is the expectation of the chamber of petroleum consumers that results of this survey will awake a sense of responsibility amongst the OMCs in respect of accurate service delivery and effective consumer engagement.
The study basically targeted eighteen (18) OMCs with retail outlets spread across the Regions and typically in the big cities of Accra, Kumasi, Takoradi and Tamale. These OMCs were further grouped into two Categories of A and B. The Category A companies are the three (3) companies namely Goil, Vivo Energy (Shell) and Total which have existed for quite a long period and have so expanded and gained some level of economic scale. The other fifteen (15), classified as category B, are Allied Oil, Frimps Oil, Benab Oil, Engen Oil, Goodness Oil, Glory Oil, Pacific Oil, Petrosol, Power fuel, Puma, Radiance Petroleum, Sel Energy, SO Energy, Top Oil, and Zen Oil.
Researchers from the chamber of petroleum consumers were deployed to vantage points namely, Amasaman enclave, Nungua, Ashaiman and Tema to engage with respondents to seek their responses based on a closed ended questionnaire.
The study sought to classify the services of the OMCs by way of response time, quality and quantity of fuel served, and affordability as expressed by the consumers.
The Data collated were later analyzed using percentages.
4.1 Classification of vehicles
A total of five hundred (500) respondents made up of commercial transport operators and private car owners were obtained out of the random data collection mode.
Below is the graphical representation of the types of vehicles encountered during the survey.
Figure 4.1: Graphical representation of Type of Vehicles used by Respondents
Figure 4.1 shows that 427 (85.40%) of the respondents were commercial vehicle users and 73 (14.60 %) were private vehicle users. This result could be due to the areas visited which were mostly lorry stations.
4.2 The category A Companies: Consumers Satisfaction perception based on the swift response time, quality, quantity and affordability.
Below are graphical representations of the three (3) companies based on the above listed parameters expressed in percentages of the respondents.
4.2.1 Response time of Category A companies
Figure 4.2.1: Perceived swift response time of Category A Companies
Figure 4.2.1 shows that 52.03% of the respondents perceived GOIL to deliver fuel within the shortest possible time, followed by Vivo (Shell) with 30.07% and then Total with 217.90%.
4,2,2 Quality Perception of Category A Companies
Figure 4.2.2: Perceived Quality Satisfaction of Category A Companies
Figure 4.2.2 shows that 51.55% of respondents, constituting more than 50%, were satisfied with quality of petroleum products from GOIL, followed by Vivo (Shell) with 30.79% and Total Ghana Limited with 17.66%.
4.2.3: Quantity Perception of Category A Companies
Figure 4.2.3: Perceived fuel Quantity Satisfaction of Category A Companies
Figure 4.2.3 shows that 51.79% of respondents were satisfied with petroleum products from GOIL, followed by Vivo (Shell) with 29.59% and Total Ghana Limited with 17.62%.
4.2.4 Affordability of perception of Category A Companies
At the time of the survey, the top three OMCs were all selling at the same price so, no OMC showed no leading edge.
4.3 The category B Companies: Consumers Satisfaction perception based on the swift response time, quality, quantity and affordability of 15 OMCs.
Below are graphical representations of the fifteen (15) companies based on the above listed parameters expressed in percentages of the respondents.
4.3.1 Perceived swift response time of Category B Companies
Figure 4.3.1: Consumer perception about the swift response of 15 OMCs in percentages
On perception about the swift response time, Goodness emerged as the swiftest with18.94% response followed by Allied with 14.39% and Benab Oil with 13.64%.
4.3.2 Perceived Quality Satisfaction of other 15 Companies in Category B
Figure 4.3.2: Consumer perception on Quality satisfaction of the 15 OMCs
Figure 4.3.2: Consumer perception on Satisfaction based on quality of 15 OMCs in percentages
On perception about satisfaction based on quality of fuel, 18.94% chose Goodness, followed by Benab Oil with 14.4%, and then Allied oil by 13.89%.
4.3.3 Consumer perception on Quantity Satisfaction of the 15 OMCs
Figure 4.3.3: Consumer perception on Quantity Satisfaction based on 15 OMCs in Percentages
On perception about satisfaction based on quantity, Goodness was in lead with18.94% followed by Allied with 13.64% and then Benab Oil with 13.38%
4.3.4 Consumer perception on Affordability Satisfaction of the 15 OMCs
Figure 4.3.4: Consumer perception of affordability Satisfaction on the 15 OMCs
Figure 4.3.4: Consumer perception on affordability among the 15 OMCs in percentages
The overall perception on affordability over the areas surveyed it came up that Goodness Oil came first with 18.94% followed by Allied with 13.64%, and then Benab Oil with 13.13%.
It was observed that, Pacific Oil and Benab Oil were more concentrated in the Amasaman enclave and therefore were the easily accessible OMCs in that area. In addition, it was noted that, drivers around the Ashiaman enclave also showed preference to Goodness Oil because the CEO of the company usually gives gift items to the drivers during the Christmas season.
The OMCs and their retail outlets have become consumer centers and therefore each one of them employs various competitive advantages or strategies to attract petroleum consumers.
From the survey, with respect to the areas visited, it is clear that, the most admired OMCs in category A are GOIL and Shell whilst those mostly admired in Category B OMCs are Goodness Oil, Allied Oil, Benab Oil.