Date of Last Revision

2023-05-02 23:51:20


Business Administration

Degree Name

Bachelor of Business Administration

Date of Expected Graduation

Spring 2017


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



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