The Consumer's decision making is the process in
which an individual/people gather, assess information and make choices among
alternative goods and services. It consists of five basic steps, which are; need,
information search, evaluation of alternatives, purchase of products/services,
and Post purchase evaluation. In Chevron's case, it would be based on Services,
availability and convenience; unlike most products/goods companies in which
most of their products are visible to consumers. When we talk about oil
industry, the most they can offer is services; now depend on how fast,
efficient and reliable that service could be. Although most oil companies
including Chevron also offer products such as motor oils (lubricant).
Chevron being
one of the giants in the industry in terms of consumer need, hold a top
position in their market i.e. by offering a 'top-tier Gasoline' in three
premium brands "Chevron, Texaco and Caltex" with friendly services
and providing a high-tech products(motor oils). The availability of these
stations situated in strategic places, with the implementation fast and
reliable services could be said to meet a consumer's need (problem
recognition). A customer who recalls a good experience with a
products/services, tends to come back to seek more customer value.
In its advertisements, on the website, and via other
informative sources, Chevron is sending across messages on how its products is
becoming more efficient, how it's committed to helping and meet the world's
need for energy in a safe and environmentally responsible manner, working to
reduce greenhouse gas emissions to limit climate impact, making good social
investment to demonstrate a good corporate responsibilities and how it conducting
its business in a good ethical manner. Customers, who have good perspective
about a company, are always loyal to that particular company (information
search).
At Chevron's gas stations, it now offer several
means of convenience to its present and prospective customers. Having Chevron's personal credit cards, means that people can now purchase fuel and retail items at any of its
service stations. Also the business credit cards and gift cards; millions
of customers can use gift cards to purchase gas, snack and services at
chevron , Texaco Stations in the United States, and Caltex Stations in the Asian-Pacific region(evaluation of alternatives). Having implemented these
strategies, chevron is gaining a substantial market force and sales advantage.
With Chevron, consumer's purchase (buying value) is
based on those three key things I mentioned early; “service (Past experience buying
from the seller), availability (quick access to gas stations) and convenience (pleasantness
of the shopping experience)". According to my Marketing Text, a customers
value is the "sacrifice made between benefits and resources in archiving
that benefit"; also a customer need which is " customer's evaluation
in terms of goods and services whether it meet their needs". Once again,
Customers who have good perception about a company, are always loyal to that
particular company(purchase behavior).