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Please excuse me for sounding like an economics textbook recording here!

Whilst I can certainly understand the points made by both Robert and Cath, I would have expected the behavior of many consumers to be somewhat similar to your own behavior.

I would think that many consumers would become less price sensitive as price levels fall and the cost of an item represents a decreasing proportion of their income – I know this is usually true for in my own case.

Without meaning to discount the possibility that fuel purchases can provide interesting insights into business behavior, I think it is important to bear in mind that petrol is a highly commoditized product and it is very difficult for fuel retailers to differentiate themselves based on product or service quality.

Accordingly, any lessons relating to pricing strategy may or may not apply to firms which operate in industries where they are able to differentiate their offering based around product or service quality as well as price.

That said, I would have thought consumers would become less price sensitive as price levels fall.

Please excuse me for sounding like an economics textbook recording here!

Whilst I can certainly understand the points made by both Robert and Cath, I would have expected the behavior of many consumers to be somewhat similar to your own behavior.

I would think that many consumers would become less price sensitive as price levels fall and the cost of an item represents a decreasing proportion of their income – I know this is usually true for in my own case.

Without meaning to discount the possibility that fuel purchases can provide interesting insights into business behavior, I think it is important to bear in mind that petrol is a highly commoditized product and it is very difficult for fuel retailers to differentiate themselves based on product or service quality.

Accordingly, any lessons relating to pricing strategy may or may not apply to firms which operate in industries where they are able to differentiate their offering based around product or service quality as well as price.

That said, I would have thought consumers would become less price sensitive as price levels fall.

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But as you say, if we’re selling something and the particular market is weak – maybe price isn’t so important.

You people are lucky – you pay less per gallon than we do per litre over here in the UK. Mind you, I think your gallons are slightly smaller than ours.

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