Beyond Price and Product: Drivers of Consumer Purchase Decisions in Zambia’s Petroleum Retail Market

Sharon Zyola, Simasiku Mwiya Mufalali and Regina Muduli
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Sharon Zyola: Kwame Nkrumah University
Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University

African Journal of Commercial Studies, 2026, vol. 7, issue 4

Abstract: This study examined the influence of brand image, service quality, loyalty programmes, location convenience and staff conduct on consumer purchase decisions in Zambia’s petroleum retail market, using Kabwe District as the study setting. The study was anchored in the Howard–Sheth Theory of Buyer Behavior and adopted a quantitative explanatory correlational research design. Data were collected from 196 adult petroleum retail consumers purchasing fuel from Puma Energy Zambia Plc, Total Energies Zambia Limited and Mount Meru Zambia Limited service stations in Kabwe. Respondents were selected using systematic sampling, and data were collected through a structured self-administered questionnaire. Descriptive statistics and multiple linear regression analysis were used to analyse the data. The regression model was statistically significant and explained 71.83% of the variance in consumer purchase decisions. Brand image emerged as the strongest positive predictor of consumer purchase decisions (β = .527, p

Keywords: Brand Image; Consumer Purchase Decisions; Petroleum Retailing (search for similar items in EconPapers)
JEL-codes: D12 L71 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-060

DOI: 10.59413/ajocs/v7.i4.27

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