Student Research Finds Generation Y, “Creatures of Convenience”
Four 3rd year undergraduate Business School students undertook research into young peoples’ petrol purchasing habits and the role that price of petrol plays in their purchasing behaviour.  The marketing research student team of Kate Dumbrell, Bianca Hardie, Nicole Hauck and Maria Themistocleous, supported by the Department of Consumer and Employment Protection and supervised by Mr Alvin Lee, unit co-coordinator, wanted to address the short comings of the ACCC findings into peoples’ choices when buying fuel.

36 student teams interviewed over 4,000 people between the ages of 18 – 24 on an average income of $200 - $400 per week, to discover their behaviour and motivation for buying fuel.  The results of the research, which were contrary to the ACCC findings, found that in fact people from this sample group would put petrol in their tank when it was needed rather than searching for the cheapest prices.  They would also do this at the most convenient location.

Mr Lee and the student team were interviewed by Today Tonight to discuss the outcomes of this research.  In addition, Senator Hon. Eric Abetz flew over from Tasmania for the presentation of the research findings and to meet with Mr Lee and the members of the team.  Senator Abetz will include these findings in a draft fuel watch report to be presented to the Senate and to be circulated in Parliament.  Senator Abetz said that university research was an important component in gaining information on national schemes such as this.  

For further information on this research, please contact Alvin Lee at alvin.lee@uwa.edu.au