FACTORS INFLUENCING PETROL LOCAL BRAND STATION ADOPTION IN CHIANG RAI PROVINCE, THAILAND

Abstract

This study explores the key factors influencing consumer adoption of local petrol brand stations in Chiang Rai Province, Thailand. Using a quantitative approach, data were collected from 400 local petrol users through a structured questionnaire. Descriptive statistics—such as frequency, percentage, mean, and standard deviation were used to present demographic and behavioral profiles of the respondents. To examine the relationship between consumer behaviors, perceived brand equity, service quality, and the decision to adopt local petrol stations, multiple linear regression analysis was employed. The results revealed that several factors significantly affected adoption decisions. Notably, brand equity—particularly brand awareness—and service quality dimensions, including reliability, assurance, and empathy, emerged as key predictors. These findings offer valuable insights for local fuel station operators and policymakers seeking to enhance brand competitiveness and consumer trust within the regional market.