Demand of Goodyear tires in Kuching from the 4p's perspective / Crossley Mogon and Louis Budom Stanley Nyitar

The purpose of this study is to analyze the demand, competition and consumer buying behavior of tires in Kuching for Goodyear Malaysia Berhad. Ultimately, this study also aims to recommend the suitable marketing strategies based on the analysis done. Utilizing the survey approach, this study consisted of 400 respondents and by using regression analysis, demand function is then formed. The results indicate that tire consumer in Kuching purchases new tire mainly due to routine maintenance and family, friends and neighbor are the most popular reference for tires and retailer's information. Consumer mainly chooses tires based on the prices when selecting tires although they prefer durability and warranty. The results also indicate that retailers are mostly chosen based on their prices and most consumers would consider 2 or more brands before deciding their final purchase. The results of regression analysis indicates that consumers in Kuching are very sensitive to price changes in Goodyear tires and the China brand tires are a strong substitutes product to Goodyear tires. Lastly, it was also found that promotional campaign run by Goodyear in Kuching is less effective. Therefore, recommended marketing strategies based on existing Goodyear tires and new Goodyear tires are recommended based on 4P's strategy. As to stay competitive in East Malaysia market, it is vital that Goodyear Malaysia Berhad understand the demand, competition and the consumer buying behavior of East Malaysia people in order to capture East Malaysia market share and long-term business sustainability.