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.