Your favorite gas station is also likely your grocery store, according to a new study.
Consumers prefer filling their gas tanks at grocery stores and wholesale clubs, not traditional gas stations, Market Force Information found in a study. Grocery and wholesale retailers have figured out that competitive pricing can lure customers away from traditional gas pumps.
“The rise of grocery and wholesale clubs is formidable in the petro-convenience sector, with the ability to use loyalty cards and point systems driving consumers to fuel where they perceive they get better value,” said Market Force CMO Janet Eden-Harris in a statement.
Researchers asked consumers how likely they were to return to the gas station they most recently used, and found that Kroger ranked first in satisfaction with a score of 79%. Costco and QuikTrip tied for second with 78% and Sam's Club ranked third with 76%.
While location is the biggest factor in attracting customers to the pump, over a third of drivers (37%) said they were willing to drive past a gas station to go to their favorite brand. That said, Shell is the most frequented gas station in the country, likely because the company's gas stations are so ubiquitous.
Market Force surveyed over 5,300 respondents across the United States and Canada for the study.