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This reason has to do with the way consumers purchase replacement tires. Consumers have little choice regarding which tires come with their vehicles. They do, however, have a great deal of choice in replacing tires. Recently, consumers have become more price conscious and less brand loyal when it comes to purchasing replacement tires...

Recently, consumers have become more price conscious and less brand loyal when it comes to purchasing replacement tires. Conventional wisdom dictated that once a tire was worn out, the consumer would replace it with the same brand. While this is partly true, survey data has shown that salespeople can influence a consumers choice of replacement tires...

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