The objectives of the study were to analyze the general characteristics of IOC Xtra card users; to examine the usage pattern of IOC Xtra card; to estimate the market potential of the IOC Xtra card; to examine the attitude of the customers towards promotional programmes and brands; to suggest appropriate strategies for retaining the customers and to increase the use of IOC Xtra card in the Coimbatore city. Considering the possession of vehicles by the customers and willingness of the customers to purchase the card in future, the potential customers were estimated to be 1,57,924. The second and...