School of Business

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Browsing School of Business by Author "Adwek, Timothy, Ocepa"

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    AN ASSESSMENT OF THE EFFECT OF THE LOCATION OF RETAIL FUEL STATIONS ON SALES PERFORMANCE
    (Uganda Christian University, 2024-10-17) Adwek, Timothy, Ocepa
    Background: This study examined the effect of retail fuel station location on sales performance along Juba Road, Lira City, using both quantitative and qualitative methods. The objectives were to assess the factors influencing sales performance, identify the factors affecting fuel station location, and determine the relationship between station location and sales performance in the area. Methodology: A case study design and explanatory research approach were applied. Data were collected through structured questionnaires and in-depth interviews with 90 respondents, including station owners, managers, and sales staff. Descriptive statistics and chi-square tests were used to analyze the relationships between location factors and fuel sales performance. Results: The findings revealed that proximity to major roads and high consumer traffic were significantly linked to improved sales performance (P-values = 0.0279 and 0.048, respectively). In contrast, land availability and competitor proximity were not significant factors. Additionally, customer service, fuel pricing, and convenience, were key drivers of fuel sales performance. Conclusion: The study highlights the critical role of strategic location, effective customer service, and competitive pricing in fuel station success. It recommends that operators prioritize high-traffic locations and enhance service quality to boost sales performance in Lira City.