Date of Graduation

Spring 2017

Document Type

Honors Research Project

Degree Name

Bachelor of Business Administration


Business Administration

Research Sponsor

College of Business Administration

First Reader

Dr. Susan Hanlon

Second Reader

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.