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市場調査レポート

欧州のタイヤ市場における消費者動向

Consumer Trends in the European Tyre Market

発行 Verdict Retail 商品コード 346720
出版日 ページ情報 英文 33 Pages
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欧州のタイヤ市場における消費者動向 Consumer Trends in the European Tyre Market
出版日: 2014年05月23日 ページ情報: 英文 33 Pages
概要

当レポートでは、欧州のタイヤ市場における消費者動向について調査分析し、概要、タイヤラベリング制度、流通チャネル、タイヤ技術の取り込みなどについて、体系的な情報を提供しています。

第1章 概要

第2章 新しいタイヤラベリング制度

  • 影響と機会
  • アフターマーケット間で異なる機会を提供
  • 一番得をするのはミッドレンジブランド
  • 消費者教育がオンライン専業企業の鍵
  • 小売業者は、東欧の予算とミッドレンジブランドに焦点を当てるべき

第3章 流通チャネル

  • 運転手の意識の低さがアフターマーケットの機会を提供
  • 予算とミッドレンジブランドが独立系ガレージの焦点になるべき
  • オンラインがタイヤのアフターマーケットの機会を提供
  • 大型スーパーとのパートナーシップが、オンライン専業タイヤ小売業者の成長を助ける
  • ディーラーはオンラインタイヤ市場で競争力を保つために迅速に適応すべき

第4章 運転手によるタイヤ技術の取り込み

  • 冬用タイヤ市場の潜在性
  • 安全性と性能を強調
  • 運転手による取り込みの低さ
  • 「グリーン」タイヤの優先順位が低い

第5章 提言と結論

第6章 付録

図表

目次
Product Code: VR0034TR

Summary

Consumer reaction to economic pressures has shaped the tyre market for the past six years, with motorist austerity becoming widespread, deferral of replacement becoming more prominent and price becoming the greatest influencer when choosing a tyre for many. This report draws on Verdict's unique aftermarket and survey data to explore the factors shaping consumer trends in the European tyre market.

Synopsis

Brand loyalty in Europe is low, with typically less than 10% of motorists placing high importance on brand loyalty when purchasing tyres. In the UK, only 7% of motorists placed any importance on brand loyalty, while of the leading five markets, France is the only market where more than 10% of motorists place any major emphasis here.

In Lithuania, only 35% of motorists replaced their tyres based on their dealership's recommendation, and in Poland only 44% did so, compared to 62% in the UK and 59% in Germany. This suggests that, when it comes to choosing a particular brand, motorists in these countries will be more interested in cost savings.

Many motorists in mature European markets did not actually know how often their tyres were replaced in terms of accumulated mileage or years. This figure was highest in the UK, where 61% of motorists did not know, while in most of the other mature European markets, this figure was typically over 40%; only Italy, with 39%, had a lower proportion.

Reasons To Buy

  • Understand how consumer trends influence how and where motorists get their tyres replaced.
  • Target which markets are most and least likely to use particular types of tyres, and see their growth potential.
  • See how the value and volume of the European tyres market will change over time by region and by channel.

Your key questions answered

  • Which markets demonstrate the greatest growth potential for tyres and which channels will benefit?
  • How do motorists decide which brand of tyres to buy, what influences the decision and what opportunities does this present for retailers?
  • What opportunities exist for all channels to maximise their potential share of the tyre market?
  • How can manufacturers and retailers encourage uptake of winter tyres?

Table of Contents

1. Overview

2. New Tyre Labelling

  • 2.1. Impacts and opportunities
  • 2.2. Tyre labelling system presents different opportunities across the aftermarket
  • 2.3. Mid-range brands stand to gain the most from the tyre labelling system
  • 2.4. Consumer education the key for online pureplays
  • 2.5. Retailers should focus on budget and mid-range brands in Eastern Europe

3. Distribution Channels

  • 3.1. Low levels of motorist awareness present opportunities for the aftermarket
  • 3.2. Budget and mid-range brands should be the focus for independent garages
  • 3.3. Online presents opportunities across the tyre aftermarket
  • 3.4. Partnerships with hypermarkets can help pure online tyre retailers to grow
  • 3.5. Dealerships must adapt quickly to remain competitive in the online tyre market

4. Motorist Uptake of Tyre Technology

  • 4.1. Potential for the winter tyre market to expand, not just driven by legislation
  • 4.2. Highlighting safety and performance the key to success in markets without legislation
  • 4.3. Low levels of uptake by motorists ensure run-flat tyres remain a small segment of the market
  • 4.4. 'Green' tyres are not yet a priority for the majority of motorists

5. Recommendations and Conclusions

  • 5.1. Mid-range brands should emphasise product life and price competitiveness
  • 5.2. Online retailers set to become major players in the European tyre market
  • 5.3. Independent garages should focus on budget and mid-range tyres to win market share
  • 5.4. Tyre labelling should be used as a sales tool, not just as legislation

6. Appendix

  • 6.1. About Verdict Retail
  • 6.2. Disclaimer

List of Figures

  • Figure 1: The new European tyre labelling system
  • Figure 2: Percentage of respondents who replace their tyres based on a mechanic's recommendation
  • Figure 3: Percentage of respondents who place high importance on brand loyalty when purchasing tyres
  • Figure 4: Tyre labelling legislation - education example from etyres.co.uk
  • Figure 5: Tyre labelling legislation - education example from Pneus Online
  • Figure 6: Tyre replacement rates (%), 2009, 2013e and 2017e
  • Figure 7: Percentage of respondents who did not know how often they replaced their tyres
  • Figure 8: Number of respondents influenced by price competitiveness and product performance
  • Figure 9: Other services offered by Halfords Autocentres
  • Figure 10: Budget and mid-range tyres offered by independent tyre specialist National Tyres
  • Figure 11: Percentage of total tyre market volume sold through online channel, 2013 and 2017
  • Figure 12: An example of a mobile fitting website from Blackcircles.com
  • Figure 13: Example of different services offered by mobile fitting websites from Tyresonthedrive.com
  • Figure 14: Blackcircles.com's partnership with Tesco
  • Figure 15: Percentage of respondents who replace tyres themselves
  • Figure 16: BMW's eBay store
  • Figure 17: Winter tyre legislation in Europe
  • Figure 18: An example of winter tyre promotions from ATS Euromaster
  • Figure 19: An example of winter tyre promotions online from etyres.co.uk
  • Figure 20: Number of respondents influenced by product life and eco-friendliness when purchasing tyres
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