A satisfaction questionnaire analysis about tires usage in south Africa – What is to learn from it?!?

More than 5300 participants answered questions regarding their tires. At the top of the ranking list are Michelin and Pirelli. Their rankings were 843 (on a thousand point scale).

The survey was conducted by JP Power and Associates as part of global automotive quality and customer satisfaction research programs (I would take my hat off for this kind of programs).
The survey examined four factors that are scaled in terms of importance to motorists in South Africa: tyre quality and durability (50 percent), tyre handling (18 percent), tyre appearance (16 percent) and tyre traction (16 percent).

If I were a company that participates in this questionnaire, I would be very grateful. Why?
For several reasons:

First I know my rank in relation to my competitors in the eyes of my customers. It is highly important to position yourself in the market.
Second, I get an idea of what my customers are missing with my products.
Third and most important: I know now what my customers like with my competitors' products.
I recommend all tyre manufacturers to call research and seek for the result and then start making some homework. I am sure there is a lot of information between the lines...

more about this here...