Self-service at UAE petrol forecourts: marketing in unfamiliar terrain?

Nnamdi O. Madichie

Research output: Contribution to journalArticlepeer-review


This paper presents initial findings of a preliminary examination of self-service at petrol stations in the United Arab Emirates (UAE). Informal discussions were held with 30 taxi drivers in four of the largest emirates in the UAE and a diary account was kept over a period three months. This fine-grained approach combines conversation, discourse and narrative analyses to conclude that self-service marketing at petrol forecourts was not yet a practical reality owing to a variety of cultural nuances in the country. However, there are indications that self-service can be better marketed in this sector, but would require further research into the underlying attitudes towards the concept and the development of marketing strategies towards changing these.

Original languageEnglish
Pages (from-to)104-116
Number of pages13
JournalInternational Journal of Business and Globalisation
Issue number1
Early online date3 Dec 2010
Publication statusPublished - 2011
Externally publishedYes


  • Consumer behaviour
  • Culture
  • Marketing strategies
  • Petrol forecourts
  • Self-service
  • Filling stations
  • Garages
  • UAE
  • United Arab Emirates
  • Taxi drivers
  • Diary accounts
  • Diaries
  • Conversations
  • Discourse
  • Narrative analyses
  • Cultural nuances
  • Underlying attitudes
  • Ajman
  • Dubai
  • Sharjah
  • Umm Al Quwain
  • Business
  • Globalisation


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