A recent study commissioned by Tyrepower Limited has revealed some fascinating truths about the tyre purchasing habits of Australian consumers. The data collected was from over 1000 car owners aged between 18-64, all of whom had recently replaced tyres on their vehicles. The group surveyed were asked a collection of questions in relation to their latest tyre purchase, looking into influences behind their decision to purchase from a particular retailer. The results revealed the key motivation behind where a customer purchased their tyres from, was very much reliant on getting a ‘good deal’ and the impression of receiving ‘value for money’. 40% of those surveyed identified competitive pricing and value as an important factor when deciding where to shop.
Locality also played a part with convenience being a major motivation. 23% of respondents, acknowledged the location of the store in relation to either work or home as a determining factor behind their purchase. Surprisingly location ranked higher than the quality of offering the store provided. Quality of the service received was the third driver of the decision making. 15% chose their retailer based on the service provided, recognising ‘friendly’, ‘good’, ‘professional’ and ‘speedy’ services as the motivation behind choosing where to shop.
Familiarity or previous experience, did not account for much with only 6% of those surveyed returning to a store solely for that reason.
“We were not overly surprised by these results. We understand that buying new tyres isn’t something that people look forward to, while it’s a necessary expense, it is a costly one and on many occasions is very much a reluctant purchase. At a time where families are on tight budgets and are time poor, it’s imperative that customers are getting value for their money and time, all while ensuring the safety of their family is not compromised. Competition is tough - there are a lot of tyre retailers out there vying for business, and offering a pleasant shopping experience is simply not enough. Customers are after a total solution, they want to know they are getting a good price, somewhere close by and the whole experience is positive.”
“Our store owners understand this, which is why Tyrepower continues to go from strength to strength, we have a 240 store strong network around Australia, with amazing buying power to get customers the best deals. Over the last 12 months our customer base has grown significantly and our research has identified a major increase in brand awareness, in fact the results concluded that those surveyed found Tyrepower to have the greatest range of tyre brands to suit every budget.”
Goodyear won't be submiting a tender for the new Formula One contract from 2017. The company as not absolutely confirmed the decision but sources believe that the company have made the decision to concentrate on its current commitments in NASCAR. The Group also races in LMP2, GT, BTCC and Moto 2 though its Dunlop brand. Darren Wells, President of The Goodyear Tire & Rubber Company’s Europe, Middle East and Africa business unit, would not confirm a decision either way while speaking to Motorsport.com.
“Motorsport is core to the motorsport brand and business. Whenever there is a motorsport opportunity we will spend time thinking about it but we have to be selective and make sure we are prepared," Wells said. "I expect, one way or another that you will find out next week.”
Wells was visiting the Le Mans 24 Hours where Dunlop is competing in the LMP2 and LMGTE Am class. It's believed that Goodyear remains in a state of readiness for the next tender for the Formula One contract after the current process but an official communication will come in the last week of June. Goodyear withdrew from F1 at the end of 1997 with 361 Grand Prix wins, 25 drivers' crown 26 manufacturers' title.