Salifu, Ruweidatu2017-07-052017-07-052014-04http://hdl.handle.net/20.500.11988/246Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2014This research paper seeks to determine the relative importance of the factors that influence consumer choice of vehicle fuel retail brands. Using the consumer choice criteria model which groups choice factors into hedonic and utilitarian criteria, this study introduces factors that are influential to brand choice. Hedonic criteria include brand image, brand loyalty, social influence and advertising. Utilitarian criteria on the other hand include price, product, convenience, value added services and side attractions. This is a descriptive research, which involves both primary and secondary data. Using questionnaires, this study was targeted at two groups of vehicle drivers: personal drivers and commercial drivers at three main locations namely Berekuso, Kwabenya and Haatso. The findings of this study show that personal drivers consider convenience as most influential while commercial drivers consider price as the most influential factor of choice of fuel retail brand. Analyzing these findings, this study recommends that existing fuel retailers as well as potential new entrant should focus on setting up at locations where drivers can easily access the retailer when the need to purchase fuel arises. Fuel retailers should also consider price deals as well as low cost strategies that will attract price sensitive customer such as commercial drivers. These recommended strategies have the potential of increasing customer base, sales and profits.en-USGhanaconsumer behaviourbrand choicevehicle fuel retailerscommercial driversprivate driversThesis