Research Report: How Fuel Price Signs and Color Impact Buyer Behavior

Some fuel retailers are missing out on potential customers. 

This study reveals how the types of commodities displayed on price signs – and colors used to represent them – have a direct impact on a consumer’s decision where to stop and buy fuel.


  • Trends on the number and types commodities sold
  • Difference between branded and non-branded fuel retailers
  • How color impacts consumers’ fuel buying decisions
  • Opinions about standardizing fuel price sign colors
  • What changes are on the horizon

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