canadian consumer tire attitude study consumer tire attitude study .pdf · what leads to checking...
TRANSCRIPT
May 2007 60-3312-02
Canadian Consumer Tire Attitude Study
Prepared for The Rubber Association of Canada
60-3312-02
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Agenda
• Objectives and Methodology
• Maintaining Proper Tire Inflation
• Vehicle Maintenance
• Awareness of Consumer Programs
• Profiles
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Background & Objectives
Background • This 2007 study is a follow-up to the 2005 Canadian Consumer Tire
Attitude Study and the 2003 Tire Maintenance Study – both commissioned by the Rubber Association of Canada.
Objectives • To determine the current knowledge levels and motivators of
Canadian consumers with respect to tire inflation. • To capture the frequency of some of the maintenance activity that
could be related to tire maintenance. • To compare results with the past aforementioned studies conducted in
2005 and 2003.
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Methodology
§ Telephone survey conducted in February 2007
§ 1000 completed interviews
§ Margin of error is ± 3.1%
§ Although results are generally consistent across the different demographic sub-groups, there are some instances where results are different, reflecting their unique characteristics. Where appropriate, such significant differences have been highlighted for your reference.
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Importance When to Check
Tire Inflation
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Is Proper Tire Inflation Important? 2003
10%
90%
2005 2007
4%
96%
3%
97%
Yes No
Q2A. Is maintaining proper tire inflation important to you? Base: Total Sample = 1000
Results
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49%
29%
33%
39%
5%
44%
33%
38%
34%
9%
53%
34%
31%
21%
5%
Overall vehiclesafety
Improved fueleconomy
Improvedhandling
Longer tire life
Other reasons
2003 2005 2007
Why is Proper Tire Inflation Important?
Results
Q2B. Why is it important to you? Base: Those that think maintaining proper tire inflation is important = 969
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Importance Levels
4.68
4.61
4.60
4.39
4.55
4.32
4.53
4.58
4.24
4.67
4.45
4.54
4.55
4.19
4.42
To overall vehiclesafety
To improved fueleconomy
To longer tire life
To improvedhandling
To prevent treadseparation
2003 2005 2007
Table 5
Q4. On the scale 1 to 5 with “1” being not important at all and “5” being very important, how important is maintaining proper tire Inflation as it relates to the following items? Base: Total Sample = 1000
Results
Average Importance of Proper Tire Inflation (Aided – out of 5)
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Best Time to Check Tire Pressure
Results
Q3. When is the best time to check the pressure on your vehicle tires? Base: Total Sample = 1000
22%
38%
13%
27%
19%
37%
25%
19%
21%
38%
31%
10%
When Warm
When Cold
Either
Don't Know
2003 2005 2007
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What Leads to Checking Tire Pressure
Q5. What would lead you to check your tire pressure? Base: Total Sample = 1000
56%
24%
6%
2%
3%
3%
3%
53%
26%
27%
4%
3%
5%
10%
2%
42%
26%
23%
9%
7%
4%
3%
2%
6%
2%
21%
Tires looked low
Part of regular routine
Noticed change in handling / steering
SafetyWhen Servicing Vehicle/During
MaintenanceA tire pressure warning system
Car Consuming more gas
Change in seasons
Other
Unknown
2003 2005 2007
Results
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Determining Correct Tire Pressure Setting
Q6. How do you normally determine what pressure to set your tires? Base: Total Sample = 1000
22%
16%
31%
14%
5%
11%
11%
29%
14%
29%
19%
5%
4%
12%
29%
11%
22%
16%
13%
5%
5%
5%
Owner’s manual
Placard in the vehicle
Tire sidewall information
Another person maintains the vehicle
Air pressure gauge
Visually
Does not know
Other
2003 2005 2007
Results
Combining these two
40%
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Checking Tire Pressure
Q7. How do you normally check your tire for proper inflation? Base: Total Sample = 1000
64%
8%
9%
6%
6%
2%
64%
19%
5%
10%
6%
1%
2%
58%
23%
6%
8%
4%
2%
2%
1%
1%
13%
Using a personal air pressure gauge
Using the gauge on service station air pump
Visually
Another person normally checks
Waits for vehicle servicing
Does not check
Garage
Car monitors it
Other
2003 2005 2007
Results
Combining these two
81%
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Compared to previous years, all factors have declined. Close to two-fifths of respondents indicate that they check their tires for proper inflation whenever they seem low.
Q10. When do you normally check your tires for proper inflation?
61%
39%
37%
24%
4%
5%
6%
51%
48%
51%
37%
2%
1%
13%
38%
37%
25%
22%
16%
2%
0%
7%
Whenever they seem low
During service or maintenance
When preparing for a long trip
Monthly or more frequently
Each change of seasons
Never/Does not normally check
Don’t know
Other
2003 2005 2007
Results
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Frequency of Checking Tire Pressure
39%
49%
3%
5%
2%
2%
48%
45%
3%
2%
0%
2%
49%
44%
1%
2%
0%
4%
Once a month or more frequent
Every 2 to 6 months
Every 7 to 11 months
About yearly
Every 2 to 3 years
Not Stated
2003 2005 2007 Q8. How often do you normally check your tires for proper inflation? Base: Total Sample = 1000
Results
24%
9%
7%
7%
6%
6%
5%
5%
5%
4%
4%
3%
3%
3%
13%
It’s a waste of time/not necessaryDon't think about itCan’t be bothered
It doesn’t change that muchDidn’t know I should
No problems with tiresHave regular maintenance
Don't drive muchDon’t know how
Do visual inspectionToo busy, no time
Only check when there's a problemMy spouse/someone else checks
I check it often enoughOther
2007
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Reasons that would encourage to check tire pressure more often 2007Visual Inspection/Walk around vehicle 53%Already do it often 21%Nothing would 12%If tires were soft / low 12%Any change handling of car / steering 9%Safety reasons 8%Fuel economy / better mileage 6%Problem with tires 6%Being more aware / knowledgable 5%Having someone remind me 5%Was required to check 4%Bad tires/Old tires 3%
Don’t Check Tire Pressure Monthly or More Frequently – What Would Encourage to Check More Often?
Q11. What would encourage you to check your tire pressure more often? Base: Those that do not check tire inflation every month or more frequently = 513
Results
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Vehicle Maintenance
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Last Time Tires Rotated
Q12. When was the last time you rotated your tires? Base: Total Sample = 1000
41%
23%
17%
12%
4%
2%
1%
0%
56%
11%
25%
11%
4%
4%
1%
1%
Within last year
Winter/Spring tire changeover
When vehicle was last serviced
Never
Don't Know
Within last two years or more
No need/Two sets of Tires
Not recommended for vehicle
2005 2007
Results
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Last Time Wheel Alignment Done
Q13. When was the last time you had a wheel alignment for this vehicle? Base: Total Sample = 1000
41%
25%
17%
7%
9%
45%
24%
13%
11%
7%
Within last year
Never
When vehicle waslast serviced
Within last twoyears or more
Don't Know
2005 2007
Results
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Knowledge of Programs to Increase Awareness of Proper Tire Inflation
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Awareness of Consumer Programs
14a. Are you aware of any existing consumer programs that are designed to make people aware of proper tire inflation? Base: Total Sample = 1000
2005 2007
91%
9%
88%
12%
Yes No
Results
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Awareness of “Be Tire Smart, Play Your Part”
14b. Have you heard of the “Be Tire Smart, Play Your Part” Program? Base: Those aware of consumer programs = 115
2005 2007
88%
12%
74%
26%
Yes No
Results
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Media Sources
Q14c. Where did you hear about it? Base: Those aware of consumer programs = 115
39%
20%
15%
9%
2%
15%
30%
13%
17%
6%
6%
5%
4%
28%
Television
Newspaper/Magazine
Tire retailer
Brochure/Pamphlet
Word of Mouth
Radio
Internet
Other
2005 2007
Results
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Government or Industry Should Inform By…
Q15. How do you think the industry and/or Government should inform consumers about the importance of maintaining proper tire pressure?
54%
30%
23%
14%
13%
9%
60%
58%
42%
40%
31%
25%
17%
40%
37%
19%
20%
14%
11%
21%
50%
Notice on GasolinePump
AdvertisingCampaign
Public ServiceAnnouncements
During TrafficReports
With Tire Clinics
By Mail
Other
2003 2005 2007
Results
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Questions?
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Thank You!