ADAC Study on Price Competition at Gas Stations

Are customers too comfortable for price comparisons and prefer to incur higher costs? At least a large part of drivers do not seem to care so much about the prices at gas stations. This conclusion is suggested by a new ADAC study that examines price competition at gas stations. The study provides interesting insights into pricing and consumer behavior. Thus, ADAC President Peter Meyer says that 43 percent of drivers only refuel when the tank is empty. 41 percent never or rarely compare fuel prices, and 40 percent always head for the same gas station – even though the prices fluctuate by up to 10 cents per day at the same gas station.

Price competition at gas stations leaves customers rather cold

To this pricing expert Professor Hans-Christian Riekhof: “Basically, the ADAC study confirms what we also find out again and again in our regular empirical studies on consumer behavior: customers are far less price-sensitive than is generally assumed. They buy products (and refuel) when it is necessary and the specific need is there (the tank is empty), they neither have the time nor the energy to deal extensively with price comparisons or even to drive a detour. From a behavioral research perspective, this is quite understandable.”