Consumer orientation — the Market challenger strategy
This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol s...
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| Format: | Article |
| Language: | English |
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Penerbit Universiti Kebangsaan Malaysia
1992
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| Online Access: | http://journalarticle.ukm.my/7948/ http://journalarticle.ukm.my/7948/ http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf |
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ukm-7948 |
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eprints |
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ukm-79482016-12-14T06:45:44Z http://journalarticle.ukm.my/7948/ Consumer orientation — the Market challenger strategy Lang, Chin Ying, Chee, Cheok Keen, This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share. Penerbit Universiti Kebangsaan Malaysia 1992 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf Lang, Chin Ying, and Chee, Cheok Keen, (1992) Consumer orientation — the Market challenger strategy. Jurnal Pengurusan, 11 . pp. 37-51. ISSN 0127-2713 http://ejournals.ukm.my/pengurusan/issue/view/ |
| repository_type |
Digital Repository |
| institution_category |
Local University |
| institution |
Universiti Kebangasaan Malaysia |
| building |
UKM Institutional Repository |
| collection |
Online Access |
| language |
English |
| description |
This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share. |
| format |
Article |
| author |
Lang, Chin Ying, Chee, Cheok Keen, |
| spellingShingle |
Lang, Chin Ying, Chee, Cheok Keen, Consumer orientation — the Market challenger strategy |
| author_facet |
Lang, Chin Ying, Chee, Cheok Keen, |
| author_sort |
Lang, Chin Ying, |
| title |
Consumer orientation — the Market challenger strategy |
| title_short |
Consumer orientation — the Market challenger strategy |
| title_full |
Consumer orientation — the Market challenger strategy |
| title_fullStr |
Consumer orientation — the Market challenger strategy |
| title_full_unstemmed |
Consumer orientation — the Market challenger strategy |
| title_sort |
consumer orientation — the market challenger strategy |
| publisher |
Penerbit Universiti Kebangsaan Malaysia |
| publishDate |
1992 |
| url |
http://journalarticle.ukm.my/7948/ http://journalarticle.ukm.my/7948/ http://journalarticle.ukm.my/7948/1/1612-3043-1-SM.pdf |
| first_indexed |
2023-09-18T19:51:04Z |
| last_indexed |
2023-09-18T19:51:04Z |
| _version_ |
1777406223138684928 |