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Next Generation of Loyalty for Fuel and C-Stores

[CSP Convenience Store/Petroleum, July 6, 2009]

The percentage of consumers loyal to one brand of gasoline has been in general decline for several years and is down six points over the past decade, according to a recent report from The NPD Group Inc.

When comparing 1Q09 loyalty measures versus 1Q00, the age group that experienced the greatest decline was the 30-to-44 age segment. In 2000, 18- to 29-year-olds were the least brand loyal; in the intervening nine years, many of them brought their brand switching behavior into the 30-to-44 bracket.