CONSUMER ATTITUDE AND BEHAVIORAL INTENTION IN THE CHOICE OF GASOLINE STATION IN SAMAL DISTRICT

Abstract

The main purpose of this study was to determine the significant relationship between the Consumer Attitude and Behavioral Intention of the customers in choosing gasoline stations in Samal District. The study utilized a quantitative descriptive-correlational research design. The data was gathered through the use of survey questionnaires and was distributed personally and randomly to 385 customers of gasoline stations in Samal District. The result showed that the consumer attitude generated a high mean score and shows that the items were oftentimes manifested while behavioral intention also had a high mean score and shows that the items were oftentimes manifested. Moreover, there was a significant relationship between consumer attitude and behavioral intention. The researchers recommended that a gasoline station should improve their marketing strategy, like giving a discount or promo to their product, improve the quality of service and accommodation because customers oftentimes choose a specific gasoline station according to their attitude and behavioral intention.