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Customer Preference Survey Report!First Edition [January 2016]

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www.neetchcompany.com !!

©!2016!Neetch!Company.!All!Rights!reserved !

Lagos, Nigeria. Courtesy;

Customer Experience Management Experts Building Businesses One Customer Experience at a Time

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INTRODUCTION

Customer preference is a currency that every business seeks. While most customers do not categorize and compare their experiences by industry, when they enjoy buying a product or service, it is typical that they expect the same experience from every business they patronize.!

The CUSTOMER PREFERENCE SURVEY REPORT is an annual report that beams the light on what customers expect from businesses they patronize the most.

This debut edition focuses on GAS STATIONS and FAST FOOD RESTAURANTS in the metropolitan city of Lagos, Nigeria.

With a population estimated at 17.5 million, the demand for petroleum products and fast food is remarkably high. This explains why there are gas stations spread across the city and noted global fast-food restaurants like Dominos Pizza and Kentucky Fried Chicken [KFC] have opened numerous outlets in the city.

WHAT YOU SHOULD KNOW

•! This report is a perception study that focuses on the experiences customers had while patronizing gas stations and fast food restaurants in the city of Lagos

•! Neetch Company designed the questionnaire for this survey and it was administered to 260 respondents via email, social media and face to face

•! Although survey questions were designed by Neetch Company, feedback contained in this report are purely the voice of customers living in Lagos

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CONTENT

1.! GAS STATIONS Page # I.!The Results 4 II.!What Customers Really Want 5

2.! FAST FOOD RESTAURANTS

I.!The Results 6 II.!What Customers Really Want 7

3.! Getting Ahead in 2016 7

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THE RESULTS – GAS STATIONS

From the survey, the top 3 preferred Gas Station in Lagos are; Oando [1st position], Total [2nd

position] and Exxon Mobil/Forte Oil [joint 3rd position]

Customers that selected the above gas stations prefer them for the following reasons;

Other reasons given for preference are; availability of functional POS and ATMs, orderliness at gas station, honesty, relationship with brand, staff supervision and clean environment.

In the least preferred category, MRS and Conoil had the highest scores at 42% and 20% respectively.

Reasons were;

3%

5%

13%

13%

30%

45%

MRS

Conoil

Forte-Oil

Exxon-Mobil

Total

Oando

WhyPreferred?

MeterAccuracy

Location!of!Gas!Station

Good!Customer!Loyalty!

Programme

Brand!cards,vouchers!&!corporate!relationship

Largenumber!of!pumps!&!space

Why!Least!Preferred?

MeterInaccuracy

Poorly!Located!

Gas!Station

No!Customer!Loyalty!

Programme

Limited!Pumps!&!Space

No!POS!&!ATMs

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Other reasons recorded in this survey are; poor management, no honesty, product unavailability, unpopular gas station, no good marketing platform and stations not easily found.

WHAT CUSTOMERS REALLY WANT What do customers really want from gas stations? What is of importance to them when they buy petroleum products?

For the first time in the history of Lagos State, undiluted feedback of what is most important to customers when they buy petroleum products at gas stations is recorded. Respondents in this survey stated that the top 5 things most important to them when they patronize gas stations.

1 Meter!Accuracy! 66%%%

3 Good!customer!Service! 25%

4 Location!of!Gas!Station! 14%

2 Good!Quality!Products! 27%

5 Large!Number!of!Pumps! 10%

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THE RESULTS – FAST FOOD RESTAURANTS

From the survey, the top 3 preferred Fast Food Restaurants in Lagos are; KFC [1st position], Dominos Pizza [2nd position] and Chicken Republic [3rd position]

Detailed ratings are; Fast Food Restaurant Rating % Score

KFC 1 23% Dominos Pizza 2 19%

Chicken republic 3 13% Sweet Sensation 4 10%

Tastee Fried Chicken 5 10% Mega Chicken 6 10%

Mr Biggs 7 6% Tantalizers 8 2% The Place 9 2%

Others 10 1% per restaurant

Top reasons for preference are;

Other reasons given for preference are; clean environment and specific customer choice of meals on menu.

In the least preferred category, Mr Biggs, Tantalizers and Chicken Republic had the highest scores at 52%, 31% and 12% respectively. Reasons are;

WhyPreferred?

Good Food!Quality

Good!Location of!restaurant

Good!FoodVariety

GoodCustomer!Service

CleanEnvironment

Why!Least!Preferred?

Poor!Food!Quality

Poorly!Location!of!Restaurant

Poor!Customer!Service

No!Food!Variety

Unclean!Environment

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WHAT CUSTOMERS REALLY WANT

In patronizing fast food restaurants, respondents made it clear on what is important to them. These are; good food quality, clean environment, good customer service & loyalty programme, hygiene, more food variety [including healthier options], cost of food, number of service points and availability of POS and ATMs

GETTING AHEAD [CONCLUSION] To get ahead in 2016, consumers of petroleum products and fast foods expect more from businesses that provide these products/services.

Across both sectors of the economy, key customer preference elements are prominent i.e. QUALITY, CUSTOMER SERVICE & GAS STATION OR FAST FOOD RESTAURANT LOCATION.

For business that want to get ahead of competition, focus on these and see your ratings go up on the 2017 Edition of the

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1 Good!Food!Quality! 49%%%

3 Good!Customer!Service!&!Loyalty!Programme!

11%

4 Food!Variety! 4%

2 Clean!Environment! 18%

5 Location! 2%

Food!Variety!

Clean!Environment!Meter!Accuracy!

Good Customer Service & Loyalty Programs

Location of Gas Station & Fast Food Restaurant

Good Quality Products & Food

Large!Number!of!Pumps!

FAST-FOOD-RESTAURAN

TS-CUSTO

MERS-W

ANT-

GAS-STAT

IONS-CU

STOMER

S-WAN

T-