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Brand perception crucial in selection of replacement tyres: JD Power Asia

April 17, 2016, 08:57 PM IST by CarWale Team
Brand perception crucial in selection of replacement tyres: JD Power Asia

JD Power Asia has conducted a study on customer choice with regard to replacement tyres. It has found that brand perception is the influential driver for shoppers considering replacement tyres in India.

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.
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.

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.

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).

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