Date of Graduation

Spring 2018

Document Type

Honors Research Project

Degree Name

Bachelor of Business Administration


Business Administration

First Reader

Dr. Susan Hanlon

Second Reader

Mr. Andy Platt


This paper summarizes the results of secondary research done to understand the preferences and characteristics of millennial consumers in the digital era, both in terms of purchasing tires and consumer products in general. Sources used were mostly academic and gathered through the use of University of Akron Library databases. In general, when compared to older generations, millennials care more about value and less about price when shopping of goods. They are also less loyal to any single company. Millennials have taken a more active role with their finances and are making use of new payment methods, such as PayPal and Venmo. The need for tires was found to often be a surprise for all consumers, but millennials have a particularly negative experience while shopping for tires. Consumer knowledge about tire and car care was found to be lacking, especially among millennials. Online and mobile platforms have become increasingly popular for companies who are trying to gain more millennial business. Certain characteristics of mobile applications related to ease-of-use, lightheartedness, and community were more likely to drive consumers to download and keep the application on their phone.