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Motorist Behaviour and Implications at the Service Station: Italy Published on January 2012

Report Summary Verdict has conducted a study of over 1,000 motorists in eight European countries to assess how their behaviour changed over the second half of 2010. High oil prices and growing need for convenience are driving a major shift in motorists' buying behavior and they consider various factors such as fuel price, value added services, shop products, and retailer brand, before deciding where to fill up.Make well-informed investments in value added services by identifying the most important and frequently used services/features at service stations.Tailor marketing campaigns to effectively target consumers by understanding the profile of your forecourt customers.Develop a lucrative convenience shop offer by uncovering the product categories for which consumers want more variety.Plan strategies to protect your market share by understanding the behavior of motorists who are switching between oil company and grocery brands.Plan ahead of your competitors by uncovering the measures being adopted by motorists to reduce their motoring expenses.A large proportion of motorists are affected by fuel prices when selecting a service station in Italy and just less than half of all Italian motorists look at forecourt pricing boards before deciding where to fill up.Value added services and ambience-related attributes of a service station have become much more important than before for Italian motorists. Pay-at-pump facilities and ATMs are the two most frequently used forecourt services in Italy.In 2010, a quarter of all Italian motorists increased their car usage. Agip was voted the best fuel retailer by motorists in terms of fuel price, shop products and customer service.What measures are motorists taking to hedge against rising fuel prices' Are they comparing forecourt price boards or using online comparison websites'Are my customers switching to supermarkets for cheaper fuel' What other services should I provide to maintain my customer base'How does my customer base split by age, gender, marital status, and frequency of use of car, so that I can develop a suitable service proposition'Which products should be included or excluded from a forecourt shop's mix so that maximum value can be generated from the available shelf space'Which fuel retailers are considered the best by motorists in terms of value for money for fuel, quality of shop offer, and customer service'

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PRODUCT DETAILS 'This product is delivered as a Slidepack presentation. To access the slides please select this download option on the right. - Introduction APPENDIX 'Ask the analyst 'Disclaimer FIGURES 'Figure: Slidepack outline of contents

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