 “The Region’s study into fuel distribution has been presented, it has the merit of having photographed Umbrian reality and it paves the way for a debate in view of revising the present regional legislation to modernize the distribution network”. Giulio Guglielmi, President of the Umbria Figisc, the association of managers of filling stations belonging to Confcommercio, insists on the priorities set by companies belonging to this sector.
“Regional legislation and the regulation have provided a good structure, but they must be revised in the light of the infringement procedure instituted by the European Union against us. We are convinced – adds Guglielmi – that the solution is to modernize the distribution network, giving managers the opportunity to offer as well as the traditional fuel supply service also other services to vehicles and motorists.
Liberalization is already here, since large organized distribution has been able to settle in Umbria too. The concept of liberalization must now be extended to filling station managers, who must be able to structure their filling stations so as to turn them into a welcoming place of rest, especially for tourists.
Our idea of network modernization – stresses Guglielmi – certainly includes vocational qualification for the managers, but it must also include a commitment on the part of the companies to restyle their structures; a transparency policy that limits the shady elements of selling under price, a practice that is forbidden in other sectors, and renewed attention on the part of the Region for a category that offers service that is one of the best in Europe when it comes to quality, distribution throughout the region, presence of the operator: something 75% of Italians prefer”.
A recent public opinion survey carried out for Figisc – Confcommercio offers some interesting information on the behaviour of motorists.
The decisive criteria for the choice of a filling station, for example, indicate that the proximity factor prevails: 79% of the sample considers proximity of the station a fundamental factor for preferring it, and it was given the highest score among the criteria for station choice, along with good manners and helpfulness of attendants, which was considered of prime importance by 77% of the sample.
The price factor came only third in the scale of values of motorists, 71% of those interviewed gave it a high value.
The forecast opening of new stations in large distribution (Gdo) is deemed indifferent by 34% of motorists, negative by 16%, and positive by 44%. Of this 44%, more than 50% changes idea if the opening of the filling station in a Gdo means the closing of their local station. So the percentage of fans of new filling stations opening in super or hyper markets "at any cost" goes down further and settles around 16% of the sample.
These comments are backed also by the unwillingness on the part of Italian motorists to go further a field to pay less.
39% is not willing to drive more than one kilometre and 27% will not travel more than three: in other words, if to pay less it is necessary to travel more than three kilometres, 66% of motorists think it is not worth it.
When choosing their filling station, the petrol brand is not very important (40% deems the matter “absolutely irrelevant” and 23% not relevant), whereas Italians are very clear on their choice between self-service and service offered by an attendant: 75% of customers choose against self-service.
(31-01-2008 07:33)
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