Millennials, in particular, are price sensitive when it comes to purchasing fuel. In a survey conducted by Kelton** of 1,018 American men and women, ages 21-30, who are primary fuel purchasers, results show that:

“54% of survey respondents said price is the most important factor when selecting which gas to use.” In addition, these participants regularly fueled up with unbranded gasoline.”

*CSP News – “Millennials Choose Price Over Engine Performance” – September 6, 2012