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Study finds brand perception plays crucial role in selection of replacement tyres

Study finds brand perception plays crucial role in selection of replacement tyres
Desirazu Venkat Desirazu Venkat Sunday 17 April 2016, 21:04 PM

A study by JD Power Asia Pacific has found that brand perception is an influential driver for shoppers considering replacement tyres in India.

The study, now in its 16th year, measures satisfaction among original equipment tyre owners during the first 12 to 24 months of ownership across four factors. They are appearance (876 on a 1,000-point scale); ride (876); durability (870); and traction/ handling (872).

JD Power Study

It found that overall OE (original equipment) tyre customer satisfaction averaged 873 points, a 5-point increase from 2015. Satisfaction improved across all four factors year over year, most notably in ride which gained 7 points.

The repurchase intent for the OE fitted brand (tyres that came with the car) was extremely strong, with 94 per cent of customers indicating they would repurchase their existing brand. However, those who intended to switch brands indicated personal brand preference and tyre quality expectations as the main reasons.

Customers expected their tyres to be problem free and even one problem could impact satisfaction levels negatively by 57 points, compared to when no problems were experienced. Finally, it found that Bridgestone and MRF ranked highest in terms of customer satisfaction with regard to OEM tyres.

 

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