Qualitative research into OFCH customer's attitudes

Date of publication: March 1, 1978

Abstract:

The total market volume for domestic central heating oil is practically static. BP's objective to increase sales volume is therefore tantamount to seeking a gain in market share for the brand. The research program was therefore required to investigate the relative acceptability of the promotional packages which BP Oil has developed. A still deeper understanding of the attitudes and motivations underpinning OFCH owners' behavior/inertia was required, in order to assist in the formulation of marketing strategies. 

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