TO EXPLORE THE STRATEGIC OPTIONS FOR PETROLEUM RETAILERS IN INDIA AT DEARNEY HAS CONDUCTED A STUDY OF SUCCESSFOU STRATEGIES ADOPRED BY PETROLEUM MARKETING COMPANIES WORLDWIDE AND DRAWM LESSONS RELEVANT TO THE INDIAN ENVIRONMENT THE FINDINGS CLEARLY CLEARLY DEMONSRRATE THE VALUE TO BE GAINED FROM ADOPTING A CONSUMERCENTRIC APPROACH AND IN BUIDING A STRONG A STRONG BRAND EQUITY