Date of Graduation

Spring 2018

Document Type

Honors Research Project

Degree Name

Bachelor of Business Administration

Major

Business Administration

First Reader

Dr. Susan Hanlon

Second Reader

Mr. Andy Platt

Abstract

This research summarizes a study conducted to understand the sentiment millennials have about the tire buying process and to develop recommendations for The Goodyear Tire & Rubber Company (“Goodyear”) that will allow the company to improve the process for millennial consumers. Tweets from millennial-aged users of Twitter were analyzed, as were the various social media accounts that Goodyear runs. A survey about tire buying, consumer knowledge, money sentiment, and technology interaction was sent out via email and Facebook to mostly northeastern Ohio millennials. The survey was incentivized with the chance to win gift cards. Several tire stores around the Akron-Canton area were visited to observe consumers and interview store managers. In addition, some of the more successful mobile applications that companies have used to drive millennial consumer interaction were studied in depth. Based on the study’s findings, we recommend that Goodyear take steps to increase tire awareness among millennials with more interaction and engagement on social media platforms. Furthermore, we recommend that Goodyear simplify and streamline the tire buying process through the use of a mobile application

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