CONSUMER CONVENIENCE AND THE AVAILABILITY OF RETAIL STATIONS AS A MARKET BARRIER FOR ALTERNTIVE FUEL VEHICLES

The availability of retail stations can be a significant barrier to the adoption of alternative fuel light-duty vehicles in household markets. This is especially the case during early market growth when retail stations are likely to be sparse and when vehicles are dedicated in the sense that they can only be fuelled with a new alternative fuel. For some bi-fuel vehicles, which can also fuel with conventional gasoline or diesel, limited availability will not necessarily limit vehicle sales but can limit fuel use. The impact of limited availability on vehicle purchase decisions is largely a function of geographic coverage and consumer perception. In this paper we review previous attempts to quantify the value of availability and present results from two studies that rely upon distinct methodologies. The first study relies upon stated preference data from a discrete choice survey and the second relies upon a station clustering algorithm and a rational actor value of time framework. Results from the two studies provide an estimate of the discrepancy between stated preference cost penalties and a lower bound on potential revealed cost penalties. Analysis of the stated preference survey data suggests that household consumers may perceive a purchase price penalty ranging from $750 to $4,000 for retail station coverage at 1 to 10 percent of existing gasoline stations within metropolitan (urban) areas. In contrast, the station clustering analysis suggests a cost penalty range of $250 to $1,500 for coverage at 1 to 10 percent of existing stations. In addition, stated preference results sugges