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

Red light. Green light.

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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