ABSTRACT
Why are customers loyal to a brand? What are the key components of brand equity of retail outlets in the petroleum market? These questions are very pertinent to oil companies due to intensifying competition in oil marketing and entry of major players from the private sector. Although the fuel market is highly regulated in India, a lot of challenges are coming in the near future. Oil marketers are seeking to meet these challenges proactively. This study examined customer perceptions towards a brand and identified key components that are important to customers in selecting a retail outlet for their fuel needs.
