SEGMENTATION OF CONSUMERS IN THE UKRAINIAN FUEL STATION MARKET: METHODOLOGY AND TARGET GROUP PROFILING

Abstract

The article addresses consumer segmentation in the Ukrainian fuel station market. The criteria and methods of consumer market segmentation for fuels and lubricants have been analyzed and systematized. The structure and dynamics of the Ukrainian fuel station market have been studied, and key trends and drivers of consumer behavior have been identified. Based on empirical research, a segmentation model has been developed using cluster analysis. Five key consumer segments have been identified: budget-conscious drivers (34%), brand loyalists (23%), business consumers (18%), service-oriented customers (15%), and environmentally conscious consumers (10%). For each segment, socio-demographic characteristics, behavioral patterns, motivational factors, and consumer expectations have been determined. Strategic recommendations for differentiation of marketing approaches for various target segments have been proposed. The research methodology included quantitative and qualitative stages. At the qualitative stage, eight focus group discussions and fifteen in-depth interviews with fuel station managers were conducted. At the quantitative stage, 850 consumers were surveyed using an online questionnaire with quota-based sampling. Hierarchical cluster analysis using Ward's method and k-means method were applied. The validity of the segmentation model was confirmed by ANOVA (p<0.001) and the silhouette coefficient (0.64), indicating high clustering quality. The results indicate high heterogeneity of the fuel station consumer audience and the necessity of differentiated marketing strategies. The scientific novelty consists in developing a comprehensive segmentation methodology adapted to the Ukrainian fuel station market specifics, which, unlike existing approaches, integrates demographic, behavioral, and psychographic consumer characteristics. Practical implications include targeted marketing strategy development, loyalty program optimization, communication personalization, and value proposition adaptation for each identified segment.