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

Author

Listed:
  • Zyola, Sharon

    (Kwame Nkrumah University)

  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

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

Suggested Citation

  • Zyola, Sharon & Mufalali, Simasiku Mwiya & Muduli, Regina, 2026. "Beyond Price and Product: Drivers of Consumer Purchase Decisions in Zambia’s Petroleum Retail Market," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-060
    DOI: 10.59413/ajocs/v7.i4.27
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    References listed on IDEAS

    as
    1. Mukwalikuli Mundia & Chewe Nkonde & Francis Simui & Mwiya S. Mufalali & Regina Muduli, 2023. "Cooperatives and Livelihood Improvement: Understanding the Contribution of Enterprising Agriculture Cooperatives in Rural Communities of Kabwe District, Zambia," European Journal of Agriculture and Food Sciences, European Open Science, vol. 5(2), pages 40-46, March.
    2. Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Sikachelela, Jimmy, 2026. "From Exposure to Intention: How Social Media Entrepreneurial Content Shapes Youth Entrepreneurial Intentions in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(3).
    3. Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Mwiya, Bruce & Sikachelela, Jimmy, 2026. "Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(3).
    4. Alvi, Mohsin & Ikram, Midra & Mirza, Mohammad Haris & Khan, M. Mubashir Q., 2016. "The Perception of People Regarding Selection of Petrol Pump in Karachi," MPRA Paper 71897, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L71 - Industrial Organization - - Industry Studies: Primary Products and Construction - - - Mining, Extraction, and Refining: Hydrocarbon Fuels

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