ABSTRACT: This study investigates consumer preferences for X Corporation and Y Corporation in the Philippines, emphasizing the variables that affect brand loyalty. Using surveys distributed to car owners, the data were examined to gauge satisfaction levels in aspects like service quality, pricing, facilities, and promotional initiatives. The results indicate that X Corporation has a more pronounced consumer preference due to competitive pricing, strategic locations, and exceptional customer service. Suggestions highlight the need to enhance service standards and broaden promotional strategies for Y Corporation to improve customer retention.
Keywords: Consumer Preference, Petroleum Industry, Brand Loyalty, Service Quality, Pricing, Philippines