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Understanding Consumer Preference for Chinese Tire Brand over Established Branded Tires in Kuwait: A Study of Market Dynamics and Consumer Behavior.
In recent times, the tire industry in Kuwait has undergone a significant change in customer preferences, with more customers choosing Chinese tire brands over traditional ones. The emergence of Chinese tire brands in the Kuwait market has upset the traditional control held by established brands. Understanding the reasons that impact customers' decision to buy Chinese tire brands in Kuwait is crucial for both local and international companies in the tire industry. Even though, the existing studies have investigated in this context, it has been disregarded the Kuwait market. Therefore, the current research examines the elements influencing customer decisions and main reasons why consumers prefer purchasing Chinese tire brands instead of well-known brands. Furthermore, it has studied how consumers perceive Chinese tire brands in comparison to well-known brands.
The proposed research has adopted a qualitative research methodology to assess the study goals and hypothesis. The data was collected from ten consumers purchasing Chinese tire brands for their cars. The information was collected via a survey and examined using thematic analysis. The investigation results have verified that customers are mainly influenced to choose Chinese tire brands over established brands due to price and availability of tire sizes. In addition, a significant number of Kuwaiti consumers base their purchasing decisions on suggestions from friends and family members, with word-of-mouth being the primary driver for choosing Chinese tire brands. In general, it has been found that customers generally view Chinese tire brands positively when it comes to the value they provide for the price. The study will be useful for manufacturers in comprehending customer preferences and customizing products according to their needs.
Submitted by: Md Umar Khan EIU ID: EIU353193 In Partial Fulfillment of the Requirements for the Degree of Professional Doctorate in Business Management. Supervisor: Prof. Dr. Sanjib Chakraborty. Date: October, 2024 EIU-Paris