Abstract

Public Utility Vehicles (PUVs) are vital to daily transport in Quezon City, yet drivers face rising fuel costs, inflation, and income instability under the boundary system. To ease this burden, some stations offer fuel discounts, but their relationship with purchasing decisions remains unclear. This study examined how discount programs relate to station choice, refueling behavior, and brand loyalty, while considering factors such as location, convenience, and urgency. Findings aim to fill research gaps and guide fuel marketing and policy support for PUV drivers. This study used a descriptive-correlational design to examine the relationship between PUV fuel discounts and drivers’ purchasing decisions at a gasoline station in Quezon City. Thirty PUV drivers were selected through purposive sampling. Data were gathered using a validated 36-item questionnaire with a 4-point Likert scale. Statistical tools included frequency, percentage, weighted mean, Pearson’s r, and ranking to analyze profiles, perceptions, and the correlation between discounts, station choice, refueling behavior, and brand loyalty. Most respondents were jeepney (33%) and tricycle drivers (30%) with long experience (16+ years, 40%), traveling 9–12 hours daily (50%) and fueling 2x/day (80%). Majority earned PHP 1,001–PHP 1,500 (33%) and worked under boundary systems (43%). Promos and purchase factors were rated highly, with a strong positive correlation indicating that discounts are associated with PUV drivers’ refueling decisions. The study found that most PUV drivers availing fuel discounts are jeepney and tricycle operators with long driving hours, frequent refueling, moderate daily income, and boundary or owner-based arrangements. Respondents rated promo duration, mechanics, and discount percentage very positively. Attitude, peer influence, and perceived control strongly supported discount use. A significant positive correlation indicated that discounts are associated with purchasing decisions. The study recommends sustaining and improving targeted discount programs to enhance loyalty and driver support.