Indian Tyre Buyer Behaviour

Tyre Quality Affects Brand Perception, Finds J.D. Power Ratings Study

Apollo Ranks #1 in Small Car Segment; MRF Ranks #1 in both Mid-size Cars and Utility Vehicle Segments.

J D Power Ratings Study Tyre Buying Behaviour

J.D. Power recently conducted “2018 India Original Equipment Tyre Customer Satisfaction Index (TCSI) Study”. J.D. Power is an American company that is well known for conducting surveys related to buyer behaviour, customer satisfaction and product quality. The company caters to an array of industries that include automobiles, marketing and advertising firms. It was founded in 1968 by James David Power III, a famous American businessman.

The key findings of the study are:

  1. There is a decline of 7% point in the number of customers who have experienced problems with the Original Equipment (OE) fitted tyre during the past 5 years.
  2. Also, in the same period, there is an increase of 12% points in the number of customers who cited ‘brand image’ as an important criteria in selecting tyre replacement.
  3. The number of people giving preference to the OE tyre brand while going for replacement of tyres has surged by 54%.
  4. There is a decline in the replacement of tyre during the first two years of ownership. In the study, it was found that now this percentage stands at 5% as compared to 10% in the year 2013.
  5. As far as vehicle segments are concerned, the tyres of small cars have outperformed in the satisfaction criteria compared to midsize car segment and utility vehicle segment.
  6. The study also found that owners (about 88%) who are highly satisfied with their original tyres would strongly recommend that brand to their acquainted people.

Recommended Story – Bridgestone Ranks #1 Again For The 5th Consecutive Year

The J.D. Power study has ranked the tyre manufacturers on the following basis:

  1. In the small car segment, Apollo Tyres has been ranked 1st with JK Tyre grabbing the 2nd
  2. In the midsize car segment, MRF Tyres are ranked 1st with Apollo Tyres coming 2nd.
  3. In the utility vehicle segment, again MRF Tyres are ranked 1st with Bridgestone Tyres taking the 2nd

The 2018 India Original Equipment Tyre Customer Satisfaction Index Study is based on 3,620 responses from the new vehicle owners who purchased vehicles during the period of May 2015 to August 2016.

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