V3I7P43

Driving Consumer Choice: An Empirical Investigation of Purchase Decision Determinants in the Tyre Industry

Raghavendra M^1*, Dr. Pankajakshi R²

Abstract

This research paper provides a comprehensive examination of consumer buying behaviour in the tyre industry, investigating the multifaceted factors that influence purchase decisions, brand preferences, and consumer loyalty patterns. Through rigorous secondary data analysis of 92 peer-reviewed articles, industry reports, and market intelligence publications spanning 2018-2025, this study synthesises empirical evidence to understand the complex dynamics of tyre purchasing behaviour. The findings reveal that safety considerations (41.3%), durability expectations (35.7%), and price sensitivity (28.9%) emerge as the primary determinants of tyre purchase decisions. Brand reputation exerts significant influence on consumer choice, with a 37.2% correlation with purchase intent. Digital channels increasingly dominate the information search phase, with 68.4% of consumers conducting online research before tyre purchases. The study proposes a comprehensive Consumer Tyre Purchase Decision Framework integrating product attributes, brand equity, digital influence, and post-purchase satisfaction. Recommendations include developing multi-channel consumer engagement strategies, enhancing product transparency through digital platforms, implementing evidence-based marketing communications, and strengthening after-sales service ecosystems. This research contributes to the existing literature on consumer behaviour in the automotive sector and provides actionable insights for tyre manufacturers, retailers, and policymakers.

Keywords:

Consumer Buying Behaviour, Tyre Industry, Purchase Decision Factors, Brand Loyalty, Consumer Preferences, Automotive Aftermarket, Digital Influence