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Self-service at UAE petrol forecourts: marketing in unfamiliar terrain?

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  • Nnamdi O. Madichie

Abstract

This paper presents initial findings of a preliminary examination of self-service at petrol stations in the United Arab Emirates (UAE). Informal discussions were held with 30 taxi drivers in four of the largest emirates in the UAE and a diary account was kept over a period three months. This fine-grained approach combines conversation, discourse and narrative analyses to conclude that self-service marketing at petrol forecourts was not yet a practical reality owing to a variety of cultural nuances in the country. However, there are indications that self-service can be better marketed in this sector, but would require further research into the underlying attitudes towards the concept and the development of marketing strategies towards changing these.

Suggested Citation

  • Nnamdi O. Madichie, 2011. "Self-service at UAE petrol forecourts: marketing in unfamiliar terrain?," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 6(1), pages 104-116.
    • Handle: RePEc:ids:ijbglo:v:6:y:2011:i:1:p:104-116
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