September 30, 2026
Analysis of consumer satisfaction and behavior in the purchase of LPG: study in resale.
Analysis of Consumer Satisfaction and Behavior in the Purchase of LPG: Study in Resale.
Diego Ferreira Martins de Melo; Maria Cristina Galvão Machado
DOI: 10.22167/2675-6528-202602827
Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.
Abstract
The Liquefied Petroleum Gas (LPG) market faces increasing consumer demands for service quality and support. This study analyzed customer satisfaction and behavior in the experience of purchasing gas cylinders at a retailer located in the city of Conceição do Coité. The methodology employed an exploratory research with a quali-quantitative approach to measure the company’s service quality performance. Data were collected through structured questionnaires, using the Likert Scale, applied to 50 customers. The variables addressed included satisfaction level, perception of service quality, delivery time, price, and service reliability. The results indicated a high level of consumer satisfaction with the services provided by the analyzed company, especially in the aspects of service quality, reliability, timely delivery, and installation safety. However, it was identified that price was the main decision-making factor in choosing the supplier, reflecting the commodity nature of the product. It was concluded that customer loyalty is intrinsically linked to the balance between cost and benefit, complemented by an efficient and reliable service experience, being crucial for customer retention in the sector.
Keywords: Consumer Behavior; Customer Loyalty; LPG Market; Customer Satisfaction.
1. Introduction
The Liquefied Petroleum Gas market in Brazil has been undergoing significant transformations in sales channels to the final consumer. There is a growing customer demand regarding the level of service and support provided by resellers. Given this dynamic scenario, gas resellers are driven to conduct continuous analyses of their environment, identifying external opportunities and threats, as well as internal strengths and weaknesses. It is essential for these companies to establish a clear organizational identity, with well-defined mission, vision, and values, so that they can develop effective action plans. Such plans aim at creating competitive advantages that distinguish them in the market.
In the Liquefied Petroleum Gas sector, classified as a commodity, companies often offer very homogeneous products and services. This similarity makes market differentiation and positioning a considerable challenge, which can result in a high level of customer disloyalty. The search for competitive differentials, therefore, emerges as a crucial factor for consumer loyalty, boosting sales and promoting the growth of the resale business.
Quality, in this context, is understood as the correction of problems and their causes, considering the factors that influence user satisfaction (Feigenbaum, 1994). Thus, the quality of a product or service is intrinsically linked to its ability to meet consumer needs and expectations, generating satisfaction.
Customer satisfaction should not be seen merely as a means to an end, but as an end in itself (Longenecker et al., 2011). For service providers, it is essential to understand the elements that contribute to satisfaction in the consumer experience, in order to direct efforts towards solutions aligned with market expectations and new purchasing behaviors.
The present study focuses on a medium-sized company that operates as a retail and wholesale reseller of Liquefied Petroleum Gas, with several physical stores in municipalities in Bahia, including Conceição do Coité. The reseller markets different types of cylinders, such as P05 (five kg), P13 (thirteen kg), P20 (twenty kg), and P45 (forty-five kg). The main motivation for this research is to support the reseller in understanding its customers, analyzing their behaviors, and verifying satisfaction with the current service. It seeks to identify forms of innovation and competitive differentiation, essential for recovering sales and market share in a commodity sector.
Therefore, this study is justified by the need to provide strategic information to enhance the company’s competitiveness in the LPG market and aims to analyze customer satisfaction and behavior in the experience of purchasing a gas cylinder at a reseller located in the city of Conceição do Coité.
2. Material and Methods
The present research was characterized, in terms of its nature, as applied, seeking the application of results to solve practical problems. This type of study aims at intervention in reality, providing information that can be used to improve processes and services, as advocated by Turrioni and Mello (2011). The applied approach was fundamental to directing the study towards the identification of improvements in the purchase experience of Liquefied Petroleum Gas (LPG).
Regarding the objectives, the research was classified as exploratory. This classification allowed for greater familiarity with the research problem, which consisted of analyzing customer satisfaction and behavior in the LPG segment. The exploratory approach is suitable for developing hypotheses and gaining an initial understanding of the topic, as described by Turrioni and Mello (2011).
Regarding the methodological approach, the study employed a quali-quantitative combination. The qualitative aspect was used to explore the problem context and obtain reality-based information, characteristic of exploratory research (Malhotra, 2006). The quantitative dimension, in turn, sought the measurement and statistical treatment of data, aiming for the precision of results and confidence in inferences (Richardson, 2008).
The research strategy adopted was a “survey”, which consisted of applying a questionnaire to collect data on the behavior and satisfaction of a specific group of individuals. This procedure allowed for the collection of standardized information, enabling the analysis of trends and generalization to the universe of customers of the studied company, according to the nature of quantitative research (Richardson, 2008).
The unit of analysis for the study was the customers of a medium-sized company, a retail and wholesale reseller of Liquefied Petroleum Gas (LPG). The research focused specifically on the customers of one of the company’s physical stores, located in the city of Conceição do Coité, in the state of Bahia. The company sells P05 (five kg), P13 (thirteen kg), P20 (twenty kg), and P45 (forty-five kg) cylinders.
The study population was composed of the active customer base of Company Y. For data collection, a sample of 50 clients was selected. No additional inclusion or exclusion criteria were specified for participant selection, beyond being clients of the aforementioned company.
The data collection instrument was a structured questionnaire, designed to address variables such as satisfaction level, perception of service quality, delivery time, price, and service reliability. The construction of the questions was based on literature on customer satisfaction and service quality, drawing on authors such as Kotler and Keller (2012) and Parasuraman, Zeithaml, and Berry (1988), who developed the SERVQUAL model.
To measure the level of satisfaction and customer perception, the five-point Likert Scale was used. The assigned values were: 1 (totally disagree), 2 (disagree), 3 (neutral), 4 (agree), and 5 (totally agree). This scale allowed for the objective quantification of respondents’ opinions, facilitating data analysis and the identification of agreement or disagreement patterns.
Data collection procedures were carried out through digital means. The questionnaire was sent to Empresa Y’s clients via the WhatsApp application. To encourage participation, gifts and discounts were offered to respondents after completing the form. The exact period of data collection was not informed.
The information collected through the questionnaire included data on consumer satisfaction levels, perception of service quality, service reliability, delivery time, preferred attributes at the time of purchase, and other factors influencing customer behavior in the LPG acquisition process. This data was organized for subsequent analysis.
The analysis of the collected data was predominantly quantitative, using statistical techniques for data treatment (Richardson, 2008). The Likert Scale facilitated quantitative analysis, allowing the identification of agreement or disagreement levels regarding the evaluated aspects. No specific software was used for the analysis, with the focus being on the interpretation of results from the quantification of responses.
No specific ethical considerations, such as the application of a Free and Informed Consent Form (TCLE) or confidentiality terms, were described in the Material and Methods section of the original TCC. The research was conducted with the objective of supporting the company in understanding its clients, seeking information about their behaviors and satisfaction with the current service.
3. Results and Discussion
The analysis of data collected from 50 LPG resale customers in Conceição do Coité revealed a detailed panorama of consumer satisfaction and behavior, allowing for an understanding of the factors influencing the gas cylinder purchase experience. The initial results outlined the demographic profile of the participants, providing an essential context for the interpretation of subsequent findings. The research thus sought to identify the elements that contribute to loyalty in a commodity market, in line with the study’s central objective.
Regarding the gender profile of the respondents, a male predominance was observed, representing approximately 76% of the total sample, with 38 responses. In contrast, the female category totaled 12 responses, corresponding to about 24%. This distribution suggests that most of the customers who interact with the dealership and participated in the survey are men, which may influence the perception of some aspects of the service or the way communication is received.
The age distribution of the respondents indicated that the largest portion of the audience, about 38% (19 responses), is concentrated in the 30 to 49 age group. Next, 30% (15 responses) are between 40 and 49 years old, and 20% (10 responses) are between 18 and 29 years old. The 50 to 59 and 60 to 69 age groups represented 10% (5 responses) and 2% (1 response), respectively. Understanding this age composition is crucial for the company, as it allows for the creation of more personalized and effective marketing and customer service strategies, targeted at the predominant audience.
The analysis of the monthly salary range of the respondents’ families revealed that the majority of the sample, 64% (32 responses), have an income of up to two minimum wages. Another 26% (13 responses) are in the range of two to four minimum wages, while 8% (4 responses) earn between four and ten minimum wages. Only 2% (1 response) declared an income above 20 minimum wages. This socioeconomic profile suggests that most clients have lower purchasing power, which implies greater price sensitivity, a decisive factor in the purchase of an essential item like LPG, as pointed out by Pindyck and Rubinfeld (2013) and Kotler and Keller (2012).
The evaluation of the quality of services provided by the dealership demonstrated a high level of customer satisfaction in various aspects. Regarding the maintenance of the fleet of vehicles used in deliveries, 68% of participants agreed or fully agreed that the vehicles have well-maintained branding and are in good general condition. This perception of professionalism and alignment with brand standards contributes to the company’s positive image with consumers.
Regarding the delivery personnel’s uniforms, 76% of customers agreed or fully agreed that the professionals use complete uniforms, with company identification and in good condition. This is an aspect of great relevance in the LPG segment, as it conveys to the consumer the perception that the company is accredited and legalized, differentiating it from unauthorized sellers by ANP and reinforcing the safety and trust in the service provided.
The quality of the cylinders, including weight, appearance, and sealing gasket, was also well evaluated. An expressive 90% of respondents agreed or fully agreed that the containers are within quality standards. Although the responsibility for the requalification of the cylinders lies with the distributors, customers’ positive perception of this item is crucial, as damages such as rust are frequent reasons for complaint and can generate a negative image for the reseller.
Punctuality in deliveries was another highlight, with 94% of customers agreeing or strongly agreeing that the company makes deliveries within the agreed time. This is a factor of extreme importance for consumers, many of whom do not have a spare cylinder and depend on the agility of the service. The SINDIGAS study (2022) corroborates this perception, indicating that delivery time is a valued criterion, with an ideal time of up to 17 minutes. The reseller’s ability to meet this expectation represents a significant competitive advantage in the market.
The employees’ competence in installing and verifying risks was widely recognized, with 94% of respondents agreeing or strongly agreeing that delivery personnel have the knowledge to perform their tasks correctly. They assist in the installation of the gas cylinder and verify potential risks in the storage area, such as leak testing and hose validity. This practice is fundamental for safety, considering that installation failures and improper use are the main causes of LPG accidents, according to SINDIGAS (2022) data.
The general perception that the company seeks to satisfy customer objectives and needs was confirmed by 94% of the participants, who agreed or fully agreed with this statement. This result indicates that the dealership is aligned with the premise that customer satisfaction should be an end in itself, and not just a means, as argued by Longenecker et al. (2011). In a scenario of technological advancement, consumers are more informed and demand more than a simple connection, seeking satisfaction and delight (Kotler and Keller, 2006).
When analyzing the most important criteria in choosing a gas cylinder supplier, the price of the cylinder emerged as the predominant factor, being pointed out by 30% of respondents. Quality of service and speed of delivery followed closely, with 28% and 26%, respectively. The relationship with the salesperson was cited by 10%, while the cylinder brand and cylinder color had less relevance, with 4% and 2%. These data reinforce consumers’ price sensitivity, especially in a commodity sector where product differentiation is limited.
Consumers’ willingness to pay a price difference for a leading brand cylinder (Brasilgás/Ultragaz) compared to the competition revealed interesting patterns. The largest concentration of responses, 42%, indicated that customers would be willing to pay a difference of up to R$ 5.00. However, 24% of respondents stated they would only buy if the price was the same as the competition, and 12% would accept a difference of R$ 2.00. This finding suggests that, although there is recognition of value in the leading brand, price sensitivity imposes a psychological limit on additional spending, with R$ 5.00 being the point of greatest acceptance.
The preference for communication channels for purchasing a gas cylinder showed a clear predominance of digital media. WhatsApp stood out as the most used channel, with 70% (35 responses), followed by telephone calls, with 20% (10 responses). In-person purchase at the reseller accounted for 8% (4 responses), and the use of an app, only 2% (1 response). The strong adherence to WhatsApp reflects consumers’ search for agility in service, ease of sending orders, and greater convenience, without the need for physical displacement, in addition to a perception of more direct and personalized service.
Regarding payment methods, cash still prevails, being used by 50% (25 responses) of consumers. Pix appears as the second most popular method, with 30% (15 responses), followed by credit card, with 14% (7 responses). Promissory notes and the combination of cash and Pix were less representative, with 4% (2 responses) and 2% (1 response), respectively. The persistence of cash may be associated with practicality and financial control, while the rapid rise of Pix demonstrates the gradual transition of consumers to digital solutions, driven by immediacy and freeness.
The purchase frequency of gas cylinders revealed that most consumers acquire the product bimonthly, corresponding to 42% of respondents. Monthly purchases were the second most common, with 36%. Quarterly and bi-monthly frequencies were cited by 8% each, and semi-annual by 6%. This distribution indicates that, for many households, a cylinder lasts approximately two months, and demand tends to concentrate in monthly and bimonthly periods. For the company, this data is crucial for supply and logistics strategies, in addition to reinforcing the importance of customer loyalty, as, according to Kotler (2000), retaining a customer is significantly more economical than acquiring a new one.
In summary, the research results confirm that the resale in Conceição do Coité achieved a high level of satisfaction among its clients, especially in the attributes of service quality, reliability, punctuality in delivery, and safety in installation. However, the commodity nature of LPG positions price as the main decision-making factor in choosing a supplier. Customer loyalty, therefore, is intrinsically linked to the company’s ability to balance competitive pricing with the maintenance of an efficient and reliable service experience, using agile communication channels such as WhatsApp and adapting to consumer payment preferences.
4. Conclusion
This study sought to analyze customer satisfaction and behavior in the experience of purchasing gas cylinders at a reseller located in Conceição do Coité. It was found that consumers demonstrate a high level of satisfaction with the services provided by the company, especially in the attributes of service quality, reliability, punctuality in deliveries, and safety in installation. However, it was identified that the price of the gas cylinder emerges as the main decision-making factor in choosing the supplier, reflecting the product’s commodity nature. It was observed that, although there is recognition of value in leading brands, the willingness to pay a price differential is limited, with most customers accepting up to R$ 5.00 more. Communication via WhatsApp stood out as the preferred channel for purchase, and cash, followed by Pix, as the most used payment methods, indicating a search for speed and convenience.
The main contribution of this work lies in providing strategic information for resale, assisting in understanding consumer behavior and identifying essential competitive advantages for customer retention in an LPG market. Customer loyalty, therefore, is intrinsically linked to the balance between competitive pricing and the offering of an efficient and reliable service experience. Despite the relevant findings, the study has limitations, such as the small sample size concentrated in a few municipalities, which restricts the generalization of the results. Data collection via online questionnaire may also have generated biases, and the cross-sectional nature of the research prevents the analysis of behavioral changes over time. For future studies, it is suggested to expand the sample to different regions and socioeconomic profiles, conduct longitudinal research, and investigate the impact of digital strategies and comparative analyses between companies in the sector.
Bibliographic References
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KOTLER, P. (2002). Administração de Marketing: a edição do novo milênio. São Paulo: Prentice Hall.
KOTLER, Philip; KELLER, Kevin Lane. (2006). Administração de marketing. 12. ed. São Paulo: Pearson Prentice Hall.
LONGENECKER, J. G.; MOORE, C. W.; PETTY, J. W.; PALICH, L. E. (2011). Administração de pequenas empresas. São Paulo: Cengage Learning.
MALHOTRA, N. (2006). Pesquisa de marketing: uma orientação aplicada. 4. ed. Porto Alegre: Bookman.
Parasuraman, Zeithaml e Berry, 1988 [Referência completa não encontrada no documento original]
Pindyck e Rubinfeld, 2013 [Referência completa não encontrada no documento original]
RICHARDSON, R. J. (2008). Pesquisa Social: métodos e técnicas. 3. ed. São Paulo: Atlas.
SINDIGÁS. Coletânea de estudos sobre o setor de GLP. Disponível em: https://www.sindigas.org.br/Download/PUBLICACOES_SINDIGAS/2022%2004%2025%20coletanea_LCA.pdf
TURRIONI, J. B.; MELLO, C. H. P. Metodologia de pesquisa em Engenharia de Produção.
Article originating from the Final Course Work of the Specialization in Business Management of the MBA USP/Esalq
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