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RAC researching consumer attitudes

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MISSISSAUGA, Ontario (April 4, 2014) — The Rubber Association of Canada (RAC) is conducting a consumer tire attitude study of Canadian consumers and hopes to have the results published in time for Canada’s “Be Tire Smart Week” May 12-18.

The RAC has commissioned Leger Marketing to conduct the study, which will delve into consumer attitudes toward tire maintenance practices and compare results with previous RAC studies.

Among the topics to be explored:

  • How important consumers feel measuring their tire pressure is;
  • How often they measure their pressure; and
  • What factors lead them to check their tire pressure.

The study will deviate slightly from previous years’ studies in that it also will also analyze consumer attitudes and behaviors toward the tire-buying process, the RAC said, in an effort to understand how consumers research their purchase and what influencers play a role in their purchase decision, where they purchase tires, etc.

The study also will explore consumer attitudes toward eco-fees on tires, awareness and satisfaction of used-tire recycling programs across Canada and winter tires.

All data collected will be coded according to different age brackets and by region.

Representatives of Leger will present the findings of the study at the RAC’s annual general meeting on June 19.

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