Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa

Résumé

The influx of re-grooved tyres, often of poor quality, has increased in South Africa, driven by affordability and lack of regulation. Despite their popularity among cost-conscious consumers, these tyres raise serious safety concerns. This study aims to investigate the behavioural factors influencing consumers’ decisions to purchase re-grooved tyres, particularly within low-income communities. A qualitative, exploratory design was employed, utilising semi-structured interviews with 21 consumers from three townships in KwaZulu-Natal, South Africa. Participants were selected based on their experience of purchasing re-grooved passenger tyres. The data were thematically analysed using NVivo 12 software to identify recurring patterns and themes in consumer behaviour. The findings indicate that unplanned purchases driven by financial constraints are the primary motivators behind the acquisition of re-grooved tyres. Convenience, proximity to vendors, and word-of-mouth referrals significantly influence decision-making. Most consumers exhibited limited awareness of safety risks and were often misled by persuasive vendor strategies that highlighted low prices and a visible tread life. Quality, lifespan, and warranty considerations were secondary to affordability, and consumers often perceived value solely in terms of low costs. Consumer decisions to purchase re-grooved tyres are influenced by a combination of financial, social, and contextual factors, often at the expense of safety. There is a critical need for targeted educational campaigns and regulatory interventions to raise awareness of the hazards associated with re-grooved tyres. Simultaneously, marketers and policymakers must promote tyre options that balance affordability and safety to ensure informed consumer choices and improve road safety outcomes.

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