Consumers bludgeoned by record high average gasoline prices in each of the past two years are demanding deals, discounts and loyalty program perks when they buy gasoline.
That's according to a new study by the NPD Group, which says that gasoline retailers need to respond if they want to keep their business.
“Clearly fuel discounts are a game-changer in today’s market,” says David Portalatin, NPD motor fuels industry analyst.
Portalatin added, “Whether or not fuel marketers implement a discount program, it is imperative that they create value for the consumer in some aspect of the purchase occasion — whether price, quality, rewards, or some other attribute of the purchase experience.”
This represents a significant change in consumer thinking about gasoline prices, according to experts.
Tom Kloza, chief oil analyst for the Oil Price Information Service, said that gasoline brand loyalty had largely become a thing of the past.