Tire, auto service firms win 'Women's Choice' nods
AKRON (Nov. 22, 2013) — Goodyear, BF Goodrich, Sears Auto Centers, and Jiffy Lube are among winners of "Women's Choice Award" for 2013 by WomenCertified, a marketing research firm, in the Best in Automotive category.
The award designation is based on a national survey of more than 50,000 women who were asked to select the brands they would most highly recommend to others.
Goodyear won in multiple categories, including premium brand tire, tire retailer and auto service retailer.
"It is an honor to be named as one of the most recommended brands by women, both for premium brand tires and for tire and automotive service retailer," said Steve McClellan, president of Goodyear North America. "Having the Goodyear brand recognized…is a reflection of the consumer focus that we apply to everything we do."
Among other winners: BFG won for mid-range and economy tire brand; Sears Auto Centers for auto service retailer (tied with Goodyear); Jiffy Lube for service center of oil change; Auto Zone for auto parts retailer, both online and general.
Goodyear said consumers can look for the Women's Choice Award seal at Goodyear retail locations across the U.S. and Canada.
The Women's Choice Award has set the standard for helping women make smart choices. Goodyear said, by collectively identifying the brands most trusted and recommended by women and those that deliver a customer experience worthy of their recommendation.
According to recent studies:
- U.S. female consumers value the opinion of others, and more than half of all women consider their role as a broadcaster, responsible for helping others make smart choices.
- Ninety-two percent of Americans will seek out the recommendation of others before making a major decision.
- Nine out of 10 women would "definitely" trust a brand more if it carried the Women's Choice Award seal.
WomenCertified is a marketing research firm, home to the Women's Choice Award, which is a creation of Medelia Inc., a firm founded by Delia Passi, former publisher of Working Mother magazine. WomenCertified carries out research in partnership with the Wharton School of the University of Pennsylvania.
Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].