Ireland: Fuel Quality Perceptions Remain Important to Consumers

Despite the fact that most drivers buy fuel wherever it is cheapest, over 60% of Irish consumers believe that there is a difference in fuel quality across various vendors – with new survey data showing that Topaz ranks the highest in terms of perceptions of fuel efficiency.

The latest Consumer Intelligence survey from Empathy Research shows that 61% of Irish consumers see a clear distinction in the quality of fuel depending on the brand on the service station canopy. Of over 500 respondents, 43% said Topaz had the most efficient fuel, with Texaco (15%), Esso (14%) and Tesco (10%) coming in behind the recently launched fuel and convenience brand.

Fuel quality, or rather the difference between different vendors, has always been a contentious issue, with the various fuel brands all highlighting different benefits of their fuels over their rivals. Texaco has just launched a new TV campaign to promote its ‘Techron’ additive, while Topaz’s efficient fuel advertising has been prominent over the course of the year.

Meanwhile, the Consumer Intelligence survey also showed that 50% of Irish drivers make their fuel-buying decision based on deals or low prices – with just one in five consumers saying they always buy at the same service station. 28% said that they fill up at the nearest service station when they are running low.

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