Date of Last Revision
2023-05-02 23:46:15
Major
Business Administration
Degree Name
Bachelor of Business Administration
Date of Expected Graduation
Spring 2018
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
First Reader
Dr. Susan Hanlon
Second Reader
Mr. Andy Platt
Recommended Citation
Cimperman, Matthew B.; Harrison, Austin; Hatch, Julia; Pillar, Kelly; and Snipes, Tara, "Understanding the Millennial Buying Process in the Modern Digital Era - Primary Research" (2018). Williams Honors College, Honors Research Projects. 545.
https://ideaexchange.uakron.edu/honors_research_projects/545