Mr Hill said "discounting" on a scale currently being seen is a "recent phenomenon" in New Zealand, and is "quite pronounced in certain areas". Prices in some areas have been known to vary as much as 35 cents a litre.
A Caltex website explains "local market conditions," including the forces of supply, demand, competition, and government regulation have the major impacts on prices.
The number of choices in the market is often the biggest single factor, and the lowest prices in Hawke's Bay are generally around Stortford Lodge, Hastings.
Gull, which operates a station in Omahu Rd, Hastings, and will soon open an unmanned station in Karamu Rd, says stations from competing chains in closer proximity to its stations tend to have cheaper prices than those further afield.
The price for 91 octane peaked at a record-equalling 223.9c last July.