canadian consumer tire attitude study consumer tire attitude study .pdf · what leads to checking...

May 2007 60-3312-02

Canadian Consumer Tire Attitude Study

Prepared for The Rubber Association of Canada

60-3312-02

Privileged and confidential © 2007 Ipsos-Reid

2 Privileged and confidential © 2007 Ipsos-Reid - 2 -

Agenda

•  Objectives and Methodology

•  Maintaining Proper Tire Inflation

•  Vehicle Maintenance

•  Awareness of Consumer Programs

•  Profiles


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.


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.


Importance When to Check

Tire Inflation


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


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


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)


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


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


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%


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%


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


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


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


Vehicle Maintenance


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


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


Knowledge of Programs to Increase Awareness of Proper Tire Inflation


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


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


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


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


Questions?


Thank You!

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