A Closer Look at Consumers

Rene De Coning, Customer Insight Manager, and Brittnye Dougherty, US Market Research Manager for US Refining and Marketing at BP, unveiled the results of an exciting new consumer segmentation study called Crystal. This study is the result of over 12 months of in-depth research and analysis of consumer lifestyles.

In a nutshell, there are three key BP target consumer segments in consumer marketing programs including Helios Power, BP Visa® and fuel products:

Performance seekers:
“My car needs to perform well – it is one of my most prized possessions.”
Average monthly spend:
Fuel: $261, C-Store: $28

One-stop shoppers:
“I like to go to the convenience store or gas station for one-stop shopping.”
Average monthly spend:
Fuel: $267, C-Store: $24

Daily fixers:
“Shopping at convenience stores is part of a regular routine for me.”
Average monthly spend: 
Fuel: $288, C-Store: $43

To review the study in more depth and explore the resources available to you, visit the Crystal website at www.bpcrystal.com. You will need to register at this site before you can enter.