CarbonBlack releases latest independent Tyre Brand Scorecard
Today, CarbonBlack released the findings of its latest Independent Tyre Brand Scorecard on consumer purchasing behaviour.The latest scorecard reveals a growing sophistication and awareness among consumers and tyre retailers that traditional advertising no longer has the same impact on consumers. Social marketing (word-of-mouth) information, relevant point-of-sale marketing and consumer education are becoming more influential in the purchase cycle and are having a greater impact on consumer choice.
The report details the changing trends in tyre purchase decisions, the strong influence original equipment manufactured tyres still maintain, brand preference outcomes for the general market and specific brand preferences for the female decision maker and luxury car driver.
Based on these findings, CEO, Jodi Stanton thinks the Tyre Scorecard message is clear, “Tyre manufacturers that now cater for both female and male purchasing habits in the new online space and traditional retail channel are going to benefit the most. The game certainly has changed.”