Brand Positioning Fuel Stations on High-Tier Fuel Category

Abstract

Companies need to build and maintain a competitive advantage. In the retail industry, the competition landscape will change when global brands enter the market, i.e. gas stations in Indonesia. Hence, it is essential to identify brand positioning in consumers' minds compared to competitor brands. This study examines the positioning of significant gas stations based on some attributes that refer to previous studies and in-depth interviews. The objects are high-tier fuel managed by three major brands, namely Pertamina, Shell, and British Petroleum (BP). Using purposive sampling and online surveys, data were collected from 256 respondents of Pertamina, Shell, and BP, further analyzed by Multi-Dimensional Scaling in developing a perceptual map. The findings indicate that Pertamina is perceived as more related to the station's tangible aspects, while Shell and BP were perceived as related to brand image and services. Even though the products are similar, this study clarifies differences in how consumers perceived these brands.