A study on convenience marketing in the petroleum industry in South Africa, specifically relating to Engen Petroleum Limited.

Abstract

The purpose of this study was (1) to gain a better understanding of convenience marketing in the petroleum industry in South Africa, (2) to determine whether convenience marketing has positively contributed towards Engen's business objectives, (3) and whether implementation of the concept by Engen has been successful. During this study an in-depth literature review was done to analyse convenience marketing in the petroleum industry in South Africa by using various theories and models, such as the Buyer Behaviour Models, monadic models and multi-variable models, which are helpful in creating a basic and general foundation for the understanding of consumers and the relationships between external and internal influences that may affect the purchase behaviour of a consumer. Pathway modelling is also utilised for a better understanding of consumer preferences. Extensive brand research was undertaken to identify areas of strength and weakness within the Engen forecourt c-store network. The Ansoff Market/Product Matrix was used to recommend an effective product strategy.