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Abstract
An understanding of buyer behaviour is essential in marketing planning and programmes. Buyerbehaviour is one of the most important keys to successful marketing. It is a process. Potential customers are subjected to various stimuli. The customer is regarded as a black box as we cannot see what is going on in his mind. He responds to the marketing management. The model of be buyer behaviour is a stimulus-response model. Response may be decision to purchase or not to purchase. In the present scenario, the automobile companies are offering unimaginable price and schemes to boost up their sales volume. This induce the people to purchase more number of vehicles and it increase the consumption of people to purchase more number of vehicles and it increase the consumption of fuel. It gives more trouble to the government to avail the maximum capacity of fuel in the country. In this situation the government liberalized the petroleum policy to the petroleum corporations, to fix the price by themselves by consulting with OPEC (oil and petroleum exporting council) and also private petroleum corporation can establish their own retail outlets to build up the brand and to capture the market. For this a study has been conducted to assess the preference of retail outlet (petroleum corporations) among the consumers. It helps to identify the perception of consumers towards petroleum corporations and to create the brand image among the petroleum corporation.