Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa

2.1 Factors influencing the purchase of re-grooved tyres

2.1.1 Economic considerations

Affordability plays a pivotal role in driving the adoption of re-grooved tyres, particularly in low-income areas (Wurster et al., 2021). Research underscores that consumers in these areas often prioritise cost savings over tyre safety (Tetteh & Bawole, 2018). Furthermore, the informal sector, which includes taxi operators, tends to use re-grooved tyres due to the need for frequent replacements and the desire to minimise operational expenses (Khan & Lalotra, 2019; Wurster, Schulze, & Simon, 2021). Large commercial vehicle fleets have also embraced re-grooved tyres as a cost-saving measure (Wahab et al., 2018). These economic considerations underscore the pivotal role of affordability in tyre-purchasing decisions.

2.1.2 Environmental implications

The environmental impact of tyre disposal has raised global concern. Used tyres frequently end up in landfills or are incinerated, releasing harmful pollutants into the environment. Re-grooved tyres have emerged as a sustainable alternative to reduce tyre waste and conserve natural resources by requiring fewer raw materials for production (Kargar & Kargar, 2016; Smith, 2018). This highlights the potential of environmental consciousness in driving the adoption of re-grooved tyres, especially among environmentally aware consumers.

2.1.3 Safety concerns

Safety is a central issue in re-grooved tyres, encompassing a range of factors, including tread separation, punctures, and blowouts. Read separation occurs when the outer layer of the tyre separates from the underlying layers, leading to a sudden loss of vehicle control (Johnson et al., 2015). Re-grooving can weaken a tyre’s structure, increasing its susceptibility to tread separation, particularly for commercial vehicles operating at high speeds and carrying heavy loads. Punctures and blowouts are also more likely to be re-grooved tyres if not re-grooved properly (Brown, 2018). These safety concerns have spurred debates and varied expert opinions on the usage and regulation of re-grooved tyres (Saidani & Kim, 2022, Nag et al., 2022).

2.1.4 Marketing communication

Effective marketing communication has been recognised as a potent tool for shaping consumer attitudes and behaviours, including tyre purchasing decisions (Jones et al., 2020). However, limited research has explored the effectiveness of marketing communication strategies targeting the promotion of re-grooved tyre safety in specific regions, such as Durban and South Africa. Given the ongoing debates and uncertainties surrounding the safety of re-grooved tyres, understanding how marketing messages, channels, and information sources influence consumer attitudes and behaviours is paramount (Jones et al., 2020).

2.1.5 Customers’ interest, opinions, and behaviour in purchasing tyres

Understanding consumer behaviour concerning the purchase of new versus re-grooved passenger tyres is essential. Chipp and Chakravorty (2016) found that consumers interested in new tyres prioritise safety and performance, while those inclined towards re-grooved tyres focus on cost savings. Environmental consciousness may drive some consumers to prefer re-grooved tyres because of their waste reduction potential (Kargar & Kargar, 2016). However, safety concerns remain a significant barrier to the adoption of re-grooved tyres (Mrad and El-Samra, 2020). Customer interests, opinions, and behaviour can be influenced by factors such as perceived quality, information availability, marketing campaigns, price points, and sustainability promotion (Cassidy & Hamilton, 2016). In addition to the factors mentioned above, government regulations play a pivotal role in influencing customer behaviour. Regulations, such as bans on the use of re-grooved tyres in certain types of vehicles, can significantly impact customers’ perceptions and choices (Department of Transport, 2016).

3.1 Research design

This study adopted an exploratory qualitative research design to examine the behavioural factors influencing the purchase of re-grooved tyres. Given the limited existing literature on this specific consumer behaviour in the South African context, a qualitative approach was appropriate for generating rich, in-depth insights and exploring the underlying motivations and perceptions (Jain, 2021).

3.2 Research setting

The research was conducted in three townships in KwaZulu-Natal: KwaMashu, kwaDabeka, and uMlazi. These locations were selected for their socioeconomic diversity and high prevalence of informal tyre trading. Situated in a province known for its blend of urban and peri-urban characteristics, these townships provide a relevant backdrop for studying affordability-driven consumer decisions and the role of informal vendors in influencing purchasing behaviour.

3.3 Data collection instrument

Primary data were collected using semi-structured interviews with 21 participants who had recently purchased re-grooved passenger tyres. The interviews, conducted between March 2019 and November 2020, employed an open-ended discussion guide that allowed participants to articulate their experiences and decision-making processes freely. Interviews were arranged via direct contact and conducted in person, lasting between 30 and 60 minutes.

All interviews were audio-recorded with the participants’ consent to ensure the accuracy and reliability of the data. Written informed consent was obtained from all participants prior to the commencement of the interviews, ensuring ethical compliance and respect for participants’ rights. Each participant was required to sign the consent form before participating in the study. The study received ethical approval from the Durban University of Technology (DUT) Institutional Research Ethics Committee. The ethical clearance letter was granted under the following Ethical Clearance number IREC 070/23.

To enhance the rigour of the study, credibility was addressed through prolonged engagement with the data, peer debriefing, member checking, and iterative reflection. These techniques ensured that the themes, categories, and interpretations remained consistent with participants’ accounts (Mabunda et al., 2019).

3.4 Data analysis

Thematic content analysis was used to examine the qualitative data. Using NVivo 12 software, the transcripts were systematically coded to identify recurring themes and subthemes. The software enabled efficient organisation and interpretation of the data by automating manual processes, thereby facilitating deeper pattern recognition and thematic development (Stead, 2017; Algozzine & Hancock, 2017).

4.1 Profile of the participants

Table 1 presents the participants’ profiles. The data reveal a strong presence of younger individuals, particularly in the 18-29 years age group (62%), and a predominant number of participants with household incomes below R25,000 (81%). Umlazi Township emerged as the location with the highest participation (52%), followed by IClermont Township (29%), and KwaMashu Township (19%).

4.2 Emerging themes and subthemes

Analysis of the data gathered from the semi-structured interviews yielded the identification of themes and subthemes, as highlighted in Table 2.

Theme 1: Factors contributing towards the purchase of re-grooved tyres

This theme explores the factors contributing towardss the purchase of re-grooved tyres by the participants in this study.

4.3 Theme 1: Factors contributing towards the purchase of re-grooved tyres

This theme examines the factors influencing the purchase of re-grooved tyres by the participants in this study. Six sub-themes were identified.

4.3.1 Subtheme 1.1: Planned/unplanned purchases

In all three townships of KwaZulu-Natal (KwaMashu, KwaDabeka, and Umlazi), the majority of participants reported being prompted to purchase unsafe re-grooved tyres due to various needs, including the urgency of needing tyres, the desire for affordable tyres, and the opportunity to bargain on tyre prices. For the participants who were purchasing these tyres, the issue of safety was not deemed a safety concern. The frequency with which these tyres were bought shows that most of the purchases were unplanned compared to those that were planned.

Most participants indicated that they buy passenger tyres with re-grooves because of an immediate need. This is frequently caused by several factors, such as worn-out or flat tyres without a spare. Participant #1 articulated the nature of the urgency was articulated by Participant #1:

Participant #19 revealed that it was not only an unplanned purchase but also a matter of urgency. However, planned purchases were also made. This is expressed as follows:

While Participant #21 stated that:

It also became prominent that the participants who were purchasing unsafe re-grooved passengers’ tyres due to an urgent need were not purchasing full sets of these tyres. In addition, the affordability of the tyres led to planned purchases, as mentioned by Participant #3.

The above sentiment was further highlighted by Participant #10:

The fact that both Participants #3 and #10 expressed similar sentiments suggests that they did not have enough money. Therefore, it can be assumed that purchasing such tyres allowed them to negotiate lower prices for these tyres. The above sentiments can provide marketers with insight into the knowledge they have about the product or service. This will enable the marketer to fill the gap that exists in the space of clients’ knowledge or information (Lee et al., 2018).

4.3.2 Subtheme 1.2: Proximity to market of re-grooved passenger tyres

For most participants, the proximity of vendors who sell unsafe re-grooved passenger tyres was significant in ensuring that users can easily access these tyres in the most convenient areas. On the other hand, some participants pointed out that others referred them to purchase tyres within that local area. Below are the sentiments expressed by the participants in relation to this subtheme. Most participants cited convenience as a key factor when choosing where to buy re-grooved passenger tyres. They either did not want to search for the lowest price or did not have time. Some went to tyre suppliers near their homes or those that would not require them to wait. Convenience was also tied to having tyre vendors in one location at cheap costs, removing the need to “search about” for the lowest price. Participant #3 emphasised purchasing tyres from the same vendor over the past several years.

Participants #5 and #7 highlighted that they frequented suppliers located in close proximity to them.

Another of the participants who indicated the following also echoes the above sentiment:

From the above narratives, one can conclude that the convenience of acquiring re-grooved passenger tyres from the closest tyre street sellers is the justification that the participants provided for their decision to make a purchase. The participants noted that the ease with which they were able to acquire such tyres was mostly due to the fact that the stores selling them were either close to their homes or easily accessible, making it possible for them to engage in price bargaining. Some participants further indicated that they were referred to street vendors either by friends or neighbours, and as such, convenience was a decisive factor in selecting a tyre street vendor across all three townships.

Participant #4 stated:

Furthermore, price was also an important factor in selecting a tyre street vendor across all three townships, as participants stated that they were also looking for the cheapest tyres.

According to Participant #2:

According to Cameron and Green (2019), in any given context, individuals behave in a specific manner, which is often driven by forces that encourage them to seek simple survival solutions. Sometimes, these solutions are not ethical; however, they are still implemented as long as they can eliminate certain constraints. Observing individuals in a given location teaches marketers consumer behaviour lessons to marketers (Blomberg et al., 2017). Customers buy popular items and services. Customers learn how to use goods or services by seeing others in their area.

4.3.3 Subtheme 1.3: Unfamiliar with re-grooved passenger tyres

Most participants revealed that they were unfamiliar with re-grooved passenger tyres, and they never bothered to acquire knowledge prior to purchasing such tyres. There was also the issue of being misinformed by the tyre vendors as to the origin of the tyres. Instead, they were persuaded by being told that the tyres were cheap and had a long tread life. The tyre vendors knew exactly that the tyres were curved from the tread surface, so that they would appear to have sufficient original tread life. This was expressed by Participant #1, who highlighted that his interest was to get the tyres as soon as possible and that there was no time to do research on tyres. Purchases were made based on urgency and not on safety considerations.

Participant #4 did not participate in any research prior to purchasing. This may imply that the participant did not see any danger of using such tyres, as he was unfamiliar with their unsafe features.

From the above, it can be inferred that a customer’s level of previous experience determines their familiarity with the goods. The effects of personal experience often create specific beliefs that can be viewed either positively or negatively, depending on a particular person’s past experiences. The same effect may be experienced when purchasing goods or services (Frenken & Schor, 2017). If a customer’s experience with a particular service or product satisfies their demand, there is a possibility that they may make similar transactions in the future. On the other hand, Bilgihan et al. (2016) suggest that experiences of certain awareness signals may cause one to form particular beliefs towards a product or service. This literature review highlighted that customers should be aware of the dangers of unsafe re-grooved passenger tyres based on their experiences; this may positively shape specific beliefs that could encourage them to stop using such tyres. These beliefs could help customers stop using unsafe, re-grooved passenger tyres.

4.3.4 Subtheme 1.4: Persuasion

The majority of participants from all three townships under study in KwaZulu-Natal mentioned being influenced by tyre vendors. The influence was centred primarily on the tyre vendors’ knowledge of what would lure customers who purchase unsafe re-grooved passenger tyres. Therefore, the most convincing argument that the tyre vendors used was based on highlighting the low price of the tyres and the remaining tread life of the tyres. Participants noted that the tyre vendors frequently used phrases like “tyres are cheap” and “sufficient tyre tread life remaining” in their sales pitches to persuade them to make the purchase.

Participant #1 recalled:

Furthermore, tyre tread life was another powerful convincing element that most tyre vendors also use to persuade users to buy these tyres. This was echoed by Participant #4:

It also became clear that the problem of tyre vendors operating in the same area and attempting to persuade purchasers to buy their tyres all at once has occasionally not reaped any advantages, as customers are frequently left perplexed. Customers frequently end up needing to trust their intuition when making decisions.

This was reported by Participant #10:

Moreover, despite the fact that the vendors’ assurances convinced most participants of inexpensive prices and acceptable tread life, there were some who stated that they purchased re-grooved passenger tyres without any convincing form.

Participant #7 stated:

Participant #7’s response suggests a high degree of consumer agency and predetermined decision-making. Unlike other participants who were influenced by vendor persuasion, this participant had already resolved to purchase re-grooved tyres based solely on price considerations. This suggests that in some instances, consumer decisions are primarily influenced by internal financial constraints rather than external sales tactics. It also implies that, for certain buyers, affordability is a dominant factor, and vendor influence becomes redundant in the purchase process.

4.3.5 Subtheme 1.5: Marketing strategy used to close the sale

This subtheme was derived by identifying the tactics used by the tyre vendors to convince customers to purchase re-grooved passenger tyres. The main approach to their strategy was to persuade or lure customers by showing the remaining tread life of tyres (which were curved by hand) and stating how cheap they were. It also emerged that some customers did not need to be convinced to purchase tyres, as their minds were already made up to purchase unsafe re-grooved passenger tyres. Most participants revealed that they had already made up their minds to purchase unsafe re-grooved passenger tyres due to the high standards of customer care offered by tyre vendors, and others cited past experiences they had with them.

Some participants indicated that the tyre vendors were flagging the remaining tyre tread life as a convincing strategy to lure prospective unsafe re-grooved passenger tyre users to purchase such tyres.

However, some participants indicated that they were overwhelmed by the different information given by the tyre vendors on unsafe re-grooved passenger tyres. They believed that the nature of this strategy was to distract them from making hasty decisions when purchasing unsafe re-grooved passengers. However, for most participants, the decision was easy, as they were looking to purchase cheap tyres.

According to Kotler et al. (2015), marketers should define their messages more broadly. Crane and Livesey (2017) argued that messages must be defined to benefit both businesses and their customers. Instead of defining the message to benefit the entire spectrum of the target audience, it would not be necessary to find a message relevant to each individual. Therefore, it is essential to define the voice of the target audience before formulating the message. For the same reason, the message that must be formulated to promote tyre safety awareness should be one that the target audience is willing to listen to. This will require that the champions of the message first determine what sort of messages the target audience is willing to listen to before the message is formulated. The responses provided by the participants showed that tyre vendors had studied their target audience, and they knew exactly what to say to persuade them.

4.4 Theme 2: The customers’ behaviour on purchasing unsafe tyres

In all three townships, it became apparent that the purchasing criteria for unsafe re-grooved passenger tyres were unknown to the participants. Therefore, this theme explores customers’ behaviour in purchasing unsafe tyres. This theme is discussed under four subthemes: choice, lifespan, quality, and value. The issue of quality and physical features of the tyres was not considered as a purchasing criterion by the participants. Instead, the participants considered other criteria as reasons for purchasing such tyres. The following subthemes were identified.

4.4.1 Subtheme 2.1: Lack of attention to the quality of re-grooved tyres

It became clear that the majority of participants did not consider the quality or characteristics of the re-grooved tyres when deciding to purchase. Instead, participants across the three townships considered factors such as low price, tread life, and warranty. Most participants indicated that they were not well-versed in what qualities constituted a safe tyre.

One participant stated that he looked for a cheap tyre as the main criterion and a tyre they could use in the meantime, while they were saving to purchase brand-new tyres.

In addition, most participants stated that they did not have any expectations regarding the quality of these tyres because they knew that second-hand tyres cannot be guaranteed as far as quality is concerned.

According to Frederiks et al. (2015), the lack of motivation by a customer is a hindering factor toward behaviour change. For instance, if a customer feels that a specific behaviour alteration is not of any benefit to them, they often reject the change. However, if the benefits are of interest to the customer, then the customer will adopt the behaviour. Sometimes, the benefits may not be immediately apparent. Conversely, it may be necessary for someone to explain the benefits.

4.4.2 Subtheme 2.2: Choice to purchase

As mentioned earlier, the participants indicated various reasons for purchasing such tyres. However, the quality and characteristics of such tyres did not directly influence their purchase. Many participants indicated cost-effectiveness and urgency as reasons for purchasing. The most frequently mentioned factor by the participants was saving money. Some even mentioned that they knew that these tyres would not offer anything of substance technically. Therefore, money was the only factor that influenced unsafe re-grooved passenger tyre users to purchase such tyres.

This was also evident by another participant who indicated the following:

Some participants stated that the only reason they purchased such tyres was urgency, as they needed tyres. To some extent, the issue of money was not a barrier, but the urgency prompted them to purchase unsafe, re-grooved passengers.

According to de Bruijn and Janssen (2017), a sense of urgency ensures that there is a need for change to occur in a given situation. In some situations, money also functions as a catalyst to ensure that a specific behaviour is altered or adopted; however, at the same time, it must be acknowledged that authentic change does not occur instantly but gradually. On the other hand, strong groups or individuals who will support the required change are needed for change to occur. This initial step is essential to ensure that the subsequent stages are completed successfully without any difficulties.

4.4.3 Subtheme 2.3: Life span of re-grooved passenger tyres

Response to the expected life span of re-grooved tyres varied, but all participants expressed similar sentiments of not knowing the life span of unsafe re-grooved passenger tyres. Most participants indicated that they did not expect their tyre life span to last long, as the tyres they purchased had been used before. The participants did not have a lifespan expectancy of unsafe re-grooved passenger tyres. Most participants purchased them for various reasons, such as urgency and the fact that they were cheap.

According to Frenken and Schor (2017), the effects of personal experiences often create specific beliefs that can be viewed either negatively or positively, depending on a particular person’s past experience. A similar effect can be experienced when purchasing goods or services. If a customer’s experience of a particular service or good meets their needs, it is likely that the same transactions might take place in the future. However, Bilgihan et al. (2016) stated that experiences with specific awareness messages may trigger specific beliefs about a product or service. This is evident here, based on the fact that participants lack experience in understanding the tyre’s life expectancy. As a result, some participants decided not to consider the expected life of the tyre when deciding whether to buy such tyres.

4.4.4 Subtheme 2.4: Value and warranty

Good value to these participants meant they got everything that a second-hand tyre can offer, which is low in price and warranty. However, the common things that are defined as adding value to a tyre, such as a reputable brand name, quality, performance, endurance, safety, service agreement, and appearance, were not considered, as the participants knew that they were not brand-new tyres. However, a few participants indicated that a reasonable or affordable price did not necessarily mean that it is a good tyre because you get what you pay for. The majority of participants gave responses that allude to the fact that price and warranty is what they considered as they gave “Good Value” in a tyre.

Furthermore, price and warranty were the most common answers provided by the participants in responding to what constitutes a “Good Value” in a tyre. However, warranty remains an issue that cannot be clearly verified because the tyre was not a brand-new tyre.

Branding relates to the power of the emotional connection that is formed to intrinsically associate the product or service features with consumers’ minds, making it easier for them to identify the product or service (Rupini & Nandagopal, 2015). In terms of unsafe re-grooved passenger tyres, the emotional relationship is not attributed to branding, but rather to marketing strategies such as low prices and warranty. tyre vendors propagate promotional messages on how cost-effective unsafe re-grooved passenger tyres are, more than they should promote the safety of these tyres. Tyre retailers demonstrate the effectiveness of their brand based on the uniqueness of each tyre brand product they offer. However, warranty and high-mileage issues remained a challenge, as most tyres had been previously used, and they were not guaranteed to last.

Because warranty and mileage are difficult to assess as tyres have already been used, they have come to represent the information that tyre vendors lack. This is in line with the literature review, which confirms that tyre customers doubt the marketers’ skills and capacities to provide some advice on a specific product or service: if the information provided by a marketer or seller to the prospective customer is perceived by the customer as doubtful, it may cause a customer to resist buying a product or service (Ashraf, 2019). In turn, this may result in a customer being unwilling to change their behaviour in terms of adapting to a new product or service.

5.1 Factors contributing towards the purchase of re-grooved tyres

One of the key findings is the prevalence of unplanned purchases of re-grooved tyres. Participants often found themselves in situations where they urgently needed tyres, and the affordability of re-grooved tyres made them an attractive option. This highlights a significant gap in consumers’ financial preparedness for unexpected events, such as tyre replacement. Contrary to the study by Wahab et al. (2018) that users buy substandard tyres due to lack of awareness and knowledge, the finding suggests that, for many, the choice to buy re-grooved tyres was not driven by a lack of awareness but by immediate financial constraints. This aligns with the idea that unforeseen events, such as tyre replacements, can strain consumers’ budgets, leading them to seek cost-effective options (Dholakia et al., 2010; Breen et al., 2016). This aligns with the concept of “emergency purchasing,” where consumers prioritise immediate needs over long-term considerations (Srinivasan & Ratchford, 1991).

Furthermore, convenience emerged as a critical driver of tyre purchases. Participants often chose to buy re-grooved tyres from vendors located near their homes to save time and effort. This finding is supported by a substantial body of literature. Consumers often prefer nearby or easily accessible stores and services, as this saves time and effort (Donthu & Gilliland, 1996). This aligns with the well-established concept of “location, location, location” in retail, emphasising the importance of being geographically convenient to consumers (Wakefield & Baker, 1998). This convenience factor was further compounded by the presence of multiple vendors in the same area, allowing consumers to easily compare prices. This aligns with the literature on consumer behaviour, which emphasises the importance of convenience and accessibility in purchase decisions (Breen et al., 2016). This finding also agrees with Gillani et al. (2019) that a high level of proximity has a positive impact on consumer purchasing behaviour. This implies that consumers prioritise ease of access over other factors such as quality and safety when making their purchasing decisions.

Additionally, recommendations from friends and neighbours played a role in guiding consumers to specific vendors. This suggests that social networks and word-of-mouth recommendations can have a significant impact on consumer choices in this context. Tyre vendors should consider the importance of location and proximity in their business strategy. This finding is consistent with research showing that consumers in emerging markets often rely on personal relationships and word-of-mouth recommendations rather than brand reputation when making purchase decisions (Kazemi et al., 2013). This implies that accessibility to consumers and building a positive reputation within the community can attract more customers. Word-of-mouth marketing and referrals can also be leveraged to build trust and customer loyalty.

The lack of awareness among participants regarding the safety concerns associated with re-grooved tyres is a significant concern. Many consumers purchase these tyres without conducting any research or seeking information about potential risks. This finding agrees with that of Wahab et al. (2018) that users with a lack of awareness and knowledge would eventually buy and use substandard tyres without being aware of the potential hazards that may occur. This lack of knowledge was exacerbated by misinformation provided by tyre vendors who emphasised low prices and remaining tread life, omitting crucial safety information. This is because a lack of awareness and knowledge could potentially put them at risk of accidents or tyre failure, as re-grooving can weaken the structural integrity of the tyre, leading to an increased risk of blowouts and tread separation (Jansen et al., 2014). This finding aligns with the literature on consumer awareness, in which a lack of knowledge can lead to suboptimal choices (Babin & Harris, 2015, Breen et al., 2016). There is a clear need for educational campaigns and consumer awareness programs to inform individuals about the risks associated with re-grooved tyres. These campaigns should target not only the general public but also the tyre vendors themselves to ensure that they provide accurate and complete information to customers.

The influence of tyre vendors on consumer choices is evident in this study. Vendors employed persuasive tactics, emphasising low prices and remaining tread life to convince customers to buy re-grooved tyres. This aligns with established principles of marketing and sales influence. Persuasive tactics, such as emphasising low prices and remaining tread life, have been extensively studied in consumer behaviour research (Cialdini, 2001). Baglione et al. (2016) reported that a tyre dealer that offers cheap tyres, among other benefits, attracts consumers who are seeking cheap tyres.

Zhang et al. (2016) express that advertising is an endeavour to impact the purchasing behaviour of clients or customers with a persuasive selling message. However, the presence of multiple vendors using similar tactics can sometimes lead to confusion among consumers. Some participants mentioned that they had already made up their minds to purchase re-grooved tyres due to past positive experiences with vendors or their pleasant customer service. This suggests that vendor reputation and customer relationships can have a significant impact on purchase decisions. Tyre vendors should prioritise building trust with customers through transparency, ethical sales practices, and exceptional customer service. Providing clear information about the risks associated with re-grooved tyres and offering alternative, safer options can help consumers make more informed choices.

The marketing strategies employed by tyre vendors primarily revolved around showing the remaining tread life of tyres and emphasising their affordability. These strategies aimed to convince consumers that re-grooved tyres were a viable and cost-effective option. This finding is consistent with that in the literature on pricing strategies. Price remains a critical consideration for many consumers, and marketing tactics that highlight affordability can be effective (Nagle & Holden, 2002; Levrini & Jeffman dos Santos, 2021). However, some participants indicated that they had already made decisions based on the low price of the tyres, suggesting that affordability was a decisive factor for them. This implies that while marketing tactics play a role, price remains a critical consideration for many consumers. Marketers and tyre vendors can continue to promote the affordability of re-grooved tyres while simultaneously emphasising the importance of safety. Creating marketing materials that educate consumers on the potential risks and benefits of various tyre options can empower them to make informed decisions.

5.2 The customers’ behaviour on purchasing unsafe tyres

Prasad et al. (2019) explain purchase decisions in terms of purchase intention, loyalty, and post-purchase behaviour. The findings reveal that customer behaviour is influenced by various factors, including affordability, lack of attention to quality, lifespan expectations, and perceptions of value and warranty. One significant finding was the participants’ lack of attention to the quality and physical characteristics of re-grooved tyres. Instead, they prioritise factors such as low prices, tread life, and warranty when making purchasing decisions. This suggests that customers may not fully understand or appreciate the safety implications of the tyre quality.

This lack of consideration for quality and safety is consistent with previous studies on consumer behaviour in emerging markets, where low prices often trump quality considerations (Darmon & Drewnowski, 2015). However, the implications of this behaviour are significant, as they can lead to suboptimal purchase decisions and increased risks. To address this behaviour, marketers and safety advocates should emphasise the long-term cost-effectiveness of safer tyres. Providing options for affordable yet safe tyres can help customers make more informed choices. Additionally, highlighting the potential risks and costs associated with using unsafe tyres can influence behaviour.

Participants generally had low expectations regarding the lifespan of re-grooved tyres, acknowledging that these tyres had already been used. This perception of limited durability influences their decision to purchase such tyres. The participants’ lack of knowledge and expectations regarding the lifespan of re-grooved tyres has important implications for road safety. According to Khalid et al. (2020), consumers lacking knowledge would eventually purchase and use these fake and substandard tyres without being aware of the potential hazards that may occur. This is concerning, as using unsafe tyres could be a contributing factor to the high prevalence of tyre-related road accidents in the country (Dumenya et al., 2022).

Consumer education should include information about the expected lifespan of re-grooved tyres, as well as the potential risks associated with their shortened lifespan. Marketers can promote the long-term value of safer tyres by emphasising their extended durability and safety features. Value for participants is often associated with affordability and warranty. The low price of re-grooved tyres and the presence of a warranty are considered essential elements of good value. However, participants acknowledged that the absence of certain attributes, such as brand reputation and high mileage, is due to the second-hand nature of these tyres. Marketers should continue to emphasise affordability and warranty as selling points for safer tyres. However, efforts should also be made to educate consumers about the limitations of warranties on second-hand tyres. Promoting the safety features and benefits of reputable tyre brands can help consumers perceive safer tyres as a better value in the long run.