Speedway Convenience Stores Top Retailer in Its Category

The 2012 Harris Poll EquiTrend Study placed Costco as the gasoline retail brand of the year.

May 16, 2012

NEW YORK - While a fickle economy has forced many retailers into challenging periods of deep discounting, some top retail brands have managed to stay above the fray, partly due to their powerful brand equity. The 2012 Harris Poll EquiTrend (EQ) study surveyed Americans about brands across several retail segments, revealing which brands prompted them to open their hearts ?" and consequently ?" their pocketbooks.

As Americans speed through their busy days, many shop at convenience stores, with some that are stand-alone stores and others that are part of retail gas stations. In the inaugural year for the Convenience Store Brand of the Year, Speedway takes the top spot, followed by Arco am/pm and 7-Eleven. While consumers are most familiar with 7-Eleven, Speedway??s top scores for Quality and Purchase Consideration led to its highest ranking in this category.

With the rising price of fuel, where Americans go to gas up is more important than ever. This year marks the first time Harris has included Costco in its EquiTrend retail gas category. The brand takes the top spot, debuting as the Gasoline Retail Brand of the Year. Costco supplants Speedway, which was the top-ranked brand for the last three years. Other brands scoring above average in brand equity include Hess, Shell, Sam's Club, Sunoco, Speedway, Arco, ExxonMobil and Chevron. While Shell enjoys the highest Familiarity in the category, Costco Gasoline boasts the highest Quality and Purchase Consideration among its competitive set.

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