Consumer Orientation — The Market Challenger Strategy

Fakulti Ekonomi dan Pentadbiran
Universiti Malaya
Lembah Pantai
59100 Kuala Lumpur.


Fakulti Ekonomi dan Pentadbiran
Universiti Malaya
Lembah Pantai
59100 Kuala Lumpur.


Abstract

This study investigates petrol consumption behavior. Petrol is a technically compllex 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.

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Citation

Ying, L. C., & Keen, C. C. (1992). Consumer Orientation — The Market Challenger Strategy. Jurnal Pengurusan, 11, 37–51.

@article{ying1992consumer,
  title={Consumer Orientation — The Market Challenger Strategy},
  author={Ying, Lang Chin and Keen, Chee Cheok},
  journal={Jurnal Pengurusan},
 

volume={11},
  number={},
  pages={37—51},
  year={1992},
  doi={},
  publisher={Penerbit UKM},
}

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11 (1992) 37 – 51

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