Modern Tire Dealer

JAN 2019

Magazine for the professional tire industry

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M T D J a n u a r y 2 0 1 9 38 2 0 1 9 F a c t s S e c t i o n : C o n s u m e r B u y i n g H a b i t s WHY CONSUMERS BUY NEW TIRES "WHAT PROMPTED YOU TO BEGIN THE PROCESS OF IDENTIFYING, SELECTING AND PURCHASING NEW TIRES?" Noticed treads were getting low/worn ..................... 46% Flat or damaged tire ................................................... 45% My technician pointed out the need ........................ 36% It was time to replace them ....................................... 31% Friend or family member pointed out the need ..... 25% Failed inspection ......................................................... 16% I replace my tires on a seasonal basis ....................... 14% Noticed poor traction in wet or snowy weather ..... 10% Tires started to get noisy or cause vibrations in vehicle .... 7% TIRE-BUYING RESEARCH TOOLS "WHAT SOURCES DID YOU USE TO GET MORE INFORMATION ABOUT THE TIRES YOU WERE GOING TO PURCHASE?" Online searches ........................................................... 58% Newspaper ad .............................................................. 31% Visited the retailer/vehicle dealer ............................. 27% Friends/family ............................................................. 26% Consumer Reports (magazine or online) ................. 25% Newspaper article ....................................................... 19% Radio ad ....................................................................... 19% Called tire retailer/vehicle dealer ............................. 18% Magazine ad ................................................................ 18% Direct mail ................................................................... 12% Word-of-mouth ............................................................ 8% Other .............................................................................. 1% Did not check any sources to get information .......... 3% TIME IT TAKES TO BUY TIRES "FROM THE TIME YOU REALIZED OR FOUND OUT YOU NEEDED NEW TIRES UNTIL YOU PURCHASED THEM, HOW MUCH TIME ELAPSED? TIRE-BUYING EXPERIENCE: RETAIL OUTLET "ON A SCALE OF 1-5, WHERE 1 IS NOT AT ALL SATISFIED AND 5 IS EXTREMELY SATISFIED, HOW SATISFIED ARE YOU WITH THE OVERALL EXPERIENCE OF BUYING TIRES FROM A RETAILER/DEALER'S AUTOMOTIVE SERVICE SHOP?" TIRE-BUYING EXPERIENCE: ONLINE ON A SCALE OF 1-5, WHERE 1 IS NOT AT ALL EASY AND 5 IS EXTREMELY EASY, HOW DIFFICULT WAS IT TO FIND TIRES AND MAKE THE PURCHASE ONLINE? TIRE-BUYING EXPERIENCE: 'ONLINE' INSTALLER "ON A SCALE OF 1-5, WHERE 1 IS NOT AT ALL SATISFIED AND 5 IS EXTREMELY SATISFIED, HOW SATISFIED ARE YOU WITH THE WAY THE TIRE INSTALLER TREATED YOU FOLLOWING YOUR ONLINE PURCHASE?" 23% Immediately 4% More than 3 weeks 1% Don't recall 0% Not at all satisfied 17% Moderately easy 12% Moderately satisfied 4% Slightly satisfied 3% Not at all easy 2% Not at all satisfied 13% Moderately satisfied 15% Slightly easy 9% Slightly satisfied 37% Very satisfied 23% Very easy 23% Very satisfied 46% Extremely satisfied 42% Extremely easy 54% Extremely satisfied 13% Less than 24 hours 12% 1 day 17% 2 days 16% 3-6 days 14% 1 week to 3 weeks SOURCE: MTD 2018 CONSUMER SURVEY ON TIRE PURCHASING

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