ABSTRACT
This chapter attempts to map out some key issues in downstream petroleum marketing in emerging economies. Studies suggest that the downstream petroleum sector operates in a highly competitive environment characterised by low margins and a high stock turnover. Consumers actively evaluate a petroleum product when they experience the forecourt through pricing, promotion, and service quality. In recent times, pricing seems to have become the dominant factor in consumers’ evaluation of petroleum products. However, increasing competition and a highly volatile pricing regime in the sector make it imperative for managers to identify other factors that could influence consumers’ choices. The chapter seeks to address this through the collection and analysis of news reports in Ghana, Nigeria, and Kenya.
