Motorist Behaviour and Implications at the Service Station: Germany

Introduction

Ordinarily the impact of a financial downturn on the fuel purchasing behaviour of motorists would be minimal. However, the severity of it and the consequences for consumers means that behaviour tracking in this sector cannot be ignored. Furthermore, consumers' attitudes towards forecourt shop purchasing and other motoring expenses must be considered.

Scope

• Data on the behavioural changes of motorists with regards to their car usage. This includes information on journey numbers and distance travelled.
• Insight into the main reasons for changes in car usage including use of alternative transport and factors causing motorists to stay at home more.
• Analysis of the measures motorists are taking to reduce motoring spend including switching to supermarket fuel retailers and reducing non-fuel spend.
• An assessment of the non-price factors that are most important to motorists when selecting a service station including food service and loyalty cards.

Highlights

15% of motorists are increasingly using supermarkets although they are far less common in Germany than in many other European countries

9% of motorists have looked at car servicing prices more closely while 13% have actually delayed car servicing and repairs.

43% of motorists in Germany have not changed how often they use their car and have taken no additional direct measures to decrease fuel spend

Reasons to Purchase

• Validate recent motorist behaviours that you have seen emerge and uncover new competitive threats to your business such as online shopping.
• Understand how consumers' have been adapting to reduce their motoring spend and adjust communications to ensure it is responsive to these trends.
• Uncover which retail strategies can be implemented to attract customers that are changing motoring behaviour or are switching fuel retailer.

Please note: this is delivered as a PowerPoint presentation.