Generational differences have contributed to a steady decline in consumer brand loyalty when purchasing gasoline, according to a new survey by The NPD Group. Consumers over 65 have always been more likely to limit brand choice to only one brand, while younger consumers historically have been more willing to shop around. Compared to overall brand loyalty, the 30-to-44 age group is now the most likely group to try multiple brands among those who have purchased a major brand. While quality and performance always will be important to the gasoline purchase decision, younger consumers who report loyalty to a single fuel brand also report their brand choice is more likely to be driven by the convenience store offering where they buy gas.