Date of Last Revision
2023-05-02 23:51:20
Major
Business Administration
Degree Name
Bachelor of Business Administration
Date of Expected Graduation
Spring 2017
Abstract
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.
Research Sponsor
College of Business Administration
First Reader
Dr. Susan Hanlon
Second Reader
Mr. Andy Platt
Recommended Citation
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). Williams Honors College, Honors Research Projects. 569.
https://ideaexchange.uakron.edu/honors_research_projects/569