Factors of Consumer Choice of Gas Station Chain on the Russian Market

This study is aimed at identifying the factors of consumer choice of a network of filling stations in the Russian market. For the successful functioning of the network of gas stations (gas stations) in the market, companies need regular adaptation of marketing communications to the current factors of consumer choice. Studies to identify the factors of choice of gas station networks are conducted for various markets, and their results are discussed by the scientific community. The relevance of the study of the factors of choosing a network of automobile filling stations by consumers is due to a number of significant market changes: an increase in the exchange value of fuel and an increase in the tax burden on manufacturers, as well as the expansion of vertically integrated oil companies with their own networks of filling stations. These changes will contribute to the development of sales of non-fuel goods and services at gas stations, which can cover part of the operating costs and bring additional profit. Market players are actively investing in the development of infrastructure at gas stations, and also intend to increase the share of sales of non-fuel goods in the total revenue of the networks. Considering both the data and other changes in the gas station market. To achieve this goal, a study consisting of 3 stages was conducted to identify the factors of choosing a gas station network in the Russian market. As the first stage, the concept of marketing communications was analyzed, key concepts and approaches were considered, and channels and tools of marketing communications in the field of gas stations were studied. Further, the peculiarities of consumer behavior and other aspects of making a choice between gas station networks were studied. The analysis of a number of articles, studies and reports made it possible to identify the key factors in the choice of a gas station network by consumers, as well as to formulate hypotheses for further verification using empirical research. As the second stage of this study, the Russian and foreign practice of identifying consumer choice factors in the gas station market was studied. This stage allowed us to establish methods of data collection and analysis, as well as to evaluate the results of these studies. Further, the dynamics and trends of both the Russian and foreign gas station markets were studied. The study of these trends made it possible to identify information that is valuable for further stages of the study, as well as to suggest possible limitations in the use of certain tools and channels of marketing communications. its design was developed taking into account the world practice of studying the factors of choosing a gas station network by consumers and the methods of data collection and analysis available to the author. Data was collected for further analysis through in-depth interviews and an online survey. After data collection, a number of analyses were carried out, including content analysis, factor analysis and cluster analysis. The key result of the work is a list of recommendations for companies operating in the Russian market of automobile filling stations. Following this list of recommendations will allow companies to increase the effectiveness of marketing communications and strengthen their positions in the market. It should be noted that this study has a number of limitations that should be taken into account when following the recommendations.