| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 94 === The competition of Taiwan tire market is fierce, marketing tactics which in the past only could be seen in consumer goods market are now common in tire market, in addition to the domestic demand is less than the total supply of seven local manufacturers, international brands step into Taiwan one by one. On the other hand, the auto related information is easier to get and consumer conscious are higher than before, “Tire purchase” has become a high involvement consumer behavior. Base on an actual survey result of a tire company, this study is to analyze the features and purchase behavior patterns of Taiwan tire consumers and brand equities of major brands. The conclusions of this study are as following:
1.Demographics of Taiwan tire consumers:
(A)Age category: centralized in 36 to 40
(B)Gender: mainly males
(C)Highest education: high school or college graduate level are the majority
(D)Total monthly household income: NT$40,001 to NT$60,000 and NT$80,001 to NT$100,000 are the majority.
(E)Total monthly personal income: NT$20,001 to NT$60,000 are the majority
(F)Occupation: professionals, managerial, Service ,sales and technicians are the majority
(G)Activities to use the vehicle: mainly for business, sometimes for recreation or shopping.
2.Consumer Behavior:
(A)Bridgestone and Michelin have the relatively higher share among all.
(B)A majority of respondents change tires only when they start looking “worn out”
(C)Majority of the tire purchase comes from the following three types of outlets: Repair Shop/ Garage, Tire Specialty Store-chain
(D)Among those who do not have a brand in mind, their final purchase decision is influenced by “Recommendations of Dealer”.
(E)“Reputation of the brand” is the key factor influencing those consumers to choose a brand who don’t have at least one brand in mind
(F)Most consumers collect information before purchase, the most comment way is to ask for the advice from technicians or specialists.
3.Purchase Intention of major brands:
Among all major brands, Bridgestone and Michelin enjoy the highest Purchase Intention and then followed by Goodyear. In different consumer segments, Michelin has the highest Purchase Intention in “Status Conscious” segments, while Bridgestone has the highest Purchase Intention in “Old Countryside Uncle” segment.
4.Perceived Quality of major brands:
Michelin has the highest “Perceived Quality” (higher score) in each attributes, Bridgestone and Goodyear are very close to each other for each attribute of “Perceived Quality”.
5.Outlets:
Consumers’ perception of a good outlet is most driven by “Convenience of Location”, other factors like “Past Experience “, “Recommendation” and “ Product Knowledge of Outlet Sales Person” are also important.
6.Perceived Quality of Outlets:
Tire Specialty Store-chain has the highest “Perceived Quality”, especially much higher than other outlets in two attributes: ”Good Technical Advice” and “Brand Choice”. “Car Maker’s Garage” has the highest value of “Reliability” but it is also recognized as the most expensive in terms of tire selling price.
7.Brand Equity:
Michelin has the highest Brand Equity in Taiwan, followed by Goodyear and Bridgestone. The difference of Brand Equity is mainly due to the level of Brand Saliency.
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