Date of Graduation
Honors Research Project
Bachelor of Business Administration
College of Business Administration
Dr. Susan Hanlon
Mr. Andy Platt
This study first examines general purchasing trends among millennial consumers before digging into the perceptions that millennial consumers have of the tire-purchasing experience. Our initial hypothesis was that the negative view of tire-purchasing held by many millennial age consumers was driven by the difficulty of the process itself. Through our own research, we discovered that it is the perceptions held by those who have not yet purchased tires rather than the reality of the purchasing experience that is the issue.
Hojnacki, John R.; Ohrn, Caleb P.; Nelson, Ben M.; Hujar, Addie A.; and Kirian, Taylor J., "An Assessment of Tire-Buying Among Millennial Consumers" (2017). Honors Research Projects. 569.