The Chamber of Petroleum Consumers (COPEC) Ghana has revealed that the quality of petroleum products is the top priority for consumers in the Ghanaian market.
This preference is followed by the right price and the accurate quantity served at the pumps.
This insight comes in light of the recent rise of the indigenous oil marketing company, Star Oil, which has climbed to the second position in volume sales, surpassing industry giants TotalEnergies and Shell. GOIL remains the market leader, with Star Oil’s ascent attributed to its competitive pricing strategy.
In an interview with Joy Business, Duncan Amoah, Executive Secretary of COPEC, emphasized that despite price differences, consumers consistently prioritize fuel quality. “The number one concern for consumers is always the right quality. After quality, they consider the price, and then the quantity,” Amoah stated.
He further explained that consumers seek high-quality fuel to ensure the longevity and performance of their vehicles’ engines. “Even when other OMCs offer lower prices than Star Oil and GOIL, many Ghanaians avoid those brands due to concerns about fuel quality and potential engine risks,” he added.
Amoah also noted that Star Oil’s success is a positive development for the industry, as it fosters competition that ultimately benefits consumers. He advised oil marketing companies (OMCs) to prioritize quality to maintain a strong brand presence in the market.
