U.S. Department

of Transportation

National Highway

Traffic Safety

Administration

DOT HS 807 805 January 1992

Final Report

An Evaluation Of The Uniform Tire

Quality Grading Standards And Other

Tire Labeling Requirements

This document is available to the public from the National Technical Information Service. Springfield, Virginia 22161.
Technical Report Documentation Page

1. Report No.

DOT HS 807 805

2. Government Accession No. 3. Recipient's Catalog No.

4. Title and Subtitle

AN EVALUATION OF THE UNIFORM TIRE QUALITY GRADING

STANDARDS AND OTHER TIRE LABELING REQUIREMENTS

5. Report Date

JANUARY 1992

6. Performing Organization Code

NPP-10

7. Author's)

Sandra Weiss

8. Performing Orgoniiation Report No.

9. Performing Organization Name and Address

Evaluations Division, Office of Strategic Planning

and Evaluation, Plans and Policy

National Highway Traffic Safety Administration

10. Work Unit No. (TRAIS)

11. Contract or Grant No.

13. Type of Report and Period Covered

12. Sponsoring Agency Name and Address

U.S. Department of Transportation

National Highway Traffic Safety Administration

Washington, D.C. 20590 Sponsoring Agency Code

Agency review of existing Federal Standards and Regulations performed in compliance

with Executive Order 12291.

16. Abstract

The Uniform Tire Quality Grading Standards (UTQGS) (575.104) were designed to assist consumers in

making informed choices by requiring information be provided on passenger car tires about their relative

performance in the areas of treadwear, traction, and temperature resistance. Federal Motor Vehicle Safety

Standards (FMVSS) 109, 117, and 119 require size, content, care, and certification information be molded

into pneumatic tires and retreads. This study evaluates whether four groups of potential information users

knew about, understood, and used the information. The study was based on telephone surveys of

individuals who buy tires for their own vehicles, individuals who buy tires for fleets of vehicles, tire sellers,

and tire repairers. The individual consumers had either bought tires six or less months prior to the contact

(recent consumers) or planned a purchase within two months of the contact (prospective consumers).

The principal findings follow.

o Most consumers knew FMVSS, but not UTQGS, information is found on tires. Most sellers and

repairers knew the location of both.

o When presented with multiple choice questions, most respondents in all groups chose the correct

definition of temperature resistance rating and the relative ranking of two traction grades. Less

than half the consumers chose the correct definition of traction rating.

o Prospective consumers rated significantly more UTQGS and FMVSS items important in influencing

their tire choices than recent consumers (three UTQGS and eight FMVSS items vs one FMVSS

item).

17. Key Words

tire, tire labeling, treadwear, traction,

temperature resistance, UTQGS, tire grade;

tire information

18. Distribution Statement

Document is available to the

, public from the National

Technical Information Service,

Springfield, Virginia 22161

19. Security Clossif. (of this report)

Unclassified

20. Security Ctosstf. (of this page)

Unclassified

21. No. of Poges

139

22. Price

Form DOT F 1700.7 (8-72) Reproduction of completed page authorized

i

Table of Contents

Executive Summary . xiii

Principal Findings xvi i

Chapter 1 Introduction 1-1

1.1 Tire Standards . 1-1

1.2 Objectives of the Evaluation 1-4

Chapter 2 Survey Procedure 2-1

2.1 Purchasers for Consumer-Owned Vehicles 2-2

2.1.1 Subjects 2-2

2.1.2 Survey Instrument 2-4

2.2 Purchasers of Tires for Fleets of Vehicles 2-6

2.2.1 Subjects 2-6

2.2.2 Survey Instrument . 2-6

2.3 Tire Sellers 2-7

2.3.1 Subjects 2-7

2.3.2 Survey Instruments 2-8

2.4 Tire Repairers and Retreaders 2-9

2.4.1 Subjects 2-9

2.4.2 Survey Instruments 2-9

2.5 Data Collection 2-10

i n
Chapter 3 Findings 3-1

3.1 Summary of Findings 3-1

3.1.1 Knowledge of UTQGS Terms and Codes 3-1

3.1.2 Knowledge of What Information is Located on Tires 3-2

3.1.3 Importance and Use of Tire Information 3-2

3.1.3.1 Consumers 3-2

3.1.3.2 Tire Sellers 3-3

3.1.3.3 Tire Repairers and Retreaders 3-3

3.2 Purchasers of Tires for Consumer-Owned Vehicles 3-3

3.2.1 General Information . 3-3

3.2.2 Information Seeking Activities of Recent Tire Purchasers 3-4

3.2.3 Awareness of Available Information 3-6

3.2.4 Awareness of Location of Available Information 3-11

3.2.5 Information Available Prior to Making Tire Purchase Decisions 3-13

3.2.6 Source of Information Actually

Used in Making Tire Purchase Decisions 3-18

3.2.7 Information Desired by Individuals Planning to Buy Tires 3-20

3.2.8 Information Rated Important by

Individuals Who Recently Purchased Tires 3-22

3.2.9 Information Rated Important by Individuals

Planning to Buy Tires 3-23

3.2.10 Sources of Information For Individuals Planning to Buy Tires 3-25

3.2.11 Knowledge of UTQGS Terms and Codes 3-27

3.3 Purchasers of Tires for Fleets of Motor Vehicles 3-27

3.3.1 Purchasing Practices 3-27

3.3.2 Reasons for Purchasing Tires 3-28

3.3.3 Awareness of Information Molded Into Tires 3-30

3.3.4 Information Rated Important in Tire Purchase Decisions 3-30

I V
-3-

3.3.5 Sources of Information Rated Important in Tire

Purchase Decisions 3-32

3.3.6 Knowledge of UTQGS Terms and Codes 3-33

3.3.7 Unnecessary and Misleading Information on Tires 3-33

3.3.8 Desirable Information 3-33

3.4 Tire Sellers 3-34

3.4.1 General Information 3-34

3.4.2 Sales Staff Expertise 3-36

3.4.3 Advertising . 3-36

3.4.4 Information Perceived as Important to Consumers 3-41

3.4.5 Awareness of Information Molded Onto Tires • • • • • • 3-43

3.4.6 Knowledge of UTQGS Terms and Codes %. . 3-44

3.4.7 Unnecessary and Misleading Information on Tires 3-44

3.4.8 Desirable Information 3-44

3.5 Repairers and Retreaders 3-45

3.5.1 General Information 3-45

3.5.2 Information Perceived Important in the Repair of Tires 3-45

3.5.3 Information Perceived Important in Retreading Tires 3-46

3.5.4 Awareness of Information Molded Onto Tires 3-49

3.5.5 Advertising 3-50

3.5.6 Sales Staff Training 3-50

3.5.7 Knowledge of UTQGS Terms and Codes 3-51

3.5.8 Unnecessary or Misleading Information on Tires 3-51

3.5.9 Desirable Information 3-51
-4-

Chapter 4 Discussion of Findings 4-1

4.1 Perceived Importance of UTQGS Information 4-2

4.2 Location and Recognition of UTQGS Codes 4-3

4.3 Use of UTQGS Information 4-5

References R-1

Appendices:

Appendix A: Survey Instruments A-1

Appendix B: Verbatim Responses of Interviewees B-1

Appendix C: Advertisements for Replacement Tires C-1

V I
References

1. American Business Lists, Inc., Omaha, Nebraska.

2. Associate Director of the National Tire Dealers and Retreaders Association, Iselin,

New Jersey.

3. Chobot, R.B. "An Assessment of Information Required on Tires." Manuscript

prepared for NHTSA by PrismDAE Corporation, 1991, NHTSA Contract No. DTN

22-89-C-06007.

4. Code of Federal Regulations, Title 49. Washington: Government Printing Office,

1988, Parts 571.109, 117, and 119.

5. Code of Federal Regulations, Title 49. Washington: Government Printing Office,

1988, Part 575.104.

6. Federal Register 46, February 17, 1981, 13193.

7. Modern Tire Dealer: Fact/Directory, 1990. 24th Annual Edition. 1991, Akron,

Ohio.

8. Survey Sampling, Inc., Fairfield, Connecticut.

9. U.S. Congress. National Traffic and Motor Vehicle Safetv Act of 1966. Public Law

89-563, Title II, Par. 201, September 9, 1966, 80 Stat. 728.

10. U. S. Department of Transportation. Highway Statistics, 1989. Washington, D.C.:

Government Printing Office, 1990.

R-1

vii

List of Tables

Table 2-1 Education, Age, and Income Distributions of the

Individual Consumer Sample 2-3

Table 2-2 Geographic Distribution of the Individual Consumer

Sample Compared to the National Population 2-4

Table 3-1 Number and Percent of Individual Consumers who had

Heard of UTQGS, Selected FMVSS, AND

Fabricated Terms ; 3-7

Table 3-2 Percent of Individual Consumers who Jiad Heard of

UTQGS, Selected FMVSS, and Fabricated Terms

Categorized by Age ; . . 3-9

Table 3-3 Percent of individual Consumers who had heard of

UTQGS, Selected FMVSS, and Fabricated Terms

Categorized by Education 3-10

Table 3-4 Percent of Individual Consumers Reporting Where

They Would Look for Information about UTQGS,

Selected FMVSS, and Fabricated Terms 3-12

Table 3-5 Number and Percent of Recent Consumers Who Had UTQGS,

Selected FMVSS, and other Information Prior to Making

Tire Purchase Decisions 3-14

I X
Table 3-6 Percent of Recent Consumers Who Had UTQGS, Selected FMVSS,

and other Information Prior to Making Tire Purchase Decisions

Categorized By Education 3-15

Table 3-7 Percent of Recent Consumers Who Had UTQGS, Selected FMVSS,

and other Information Prior to Making Tire Purchase Decisions

Categorized By Age 3-16

Table 3-8 Percent of Recent Consumers Who Had UTQGS, Selected FMVSS,

and Other Information Prior to Making Tire Purchase Decisions

Categorized By Income 3-17

Table 3-9 Percent of Recent Consumers Who Reported Where They Looked

For Information About UTQGS, Selected FMVSS, and Other Items

When Making Tire Purchase Decisions 3-19

Table 3-10 Number and Percent of Potential Consumers Who Spontaneously

Mentioned UTQGS, FMVSS, and Other Information

They would Like to Have Prior to Making Purchase

Decisions 3-21

Table 3-11 Percent of Recent and Potential Consumers Who Rated

UTQGS, Selected FMVSS, and Other Information

As Being Important or Very Important in Tire Purchase Decisions 3-24

Table 3-12 Percent of Potential Consumers Who Reported Where They Would Look

For Information About UTQGS, Selected FMVSS, and Other

Terms 3-26
• Table 3-14

Table 3-13 Percent of Buyers of Tires for Fleets of Vehicles Who Spontaneously

Mentioned UTQGS, FMVSS, and Other

Information They Wanted Prior to Purchasing Tires and

Who Knew the Information was Located on Tires 3-29

Percent of Buyers for Fleets of Vehicles who Rated

UTQGS and Selected FMVSS Information as being

Important in Tire Purchase Decisions 3-31

Table 3-15 Percent of Buyers for Fleets of Vehicles Who Rated

Selected Sources of Information as being Important in Learning About

Tires 3-32

Table 3-16 Percent of Outlet Types Categorized by the Estimated

Number of Passenger Car Tires Sold in a Week 3-35

Table 3-17 Percent of Outlet Types Which Use Selected Advertising

Methods . 3-38

Table 3-18 Percent of Tire Sellers Who Always, Sometimes, or Never

Advertised UTQGS, Selected FMVSS and Other Information . . . 3-40

Table 3-19 Percent of Tire Sellers Who Rated UTQGS and Selected

FMVSS Information as being Important or Very Important

to Consumers 3-42

Table 3-20 Percent of Tire Sellers Who Knew UTQGS and Selected FMVSS

Information is Imprinted on Tires 3-43

X I
Table 3-21 Percents of the Tire Repairers and Tire Retreaders

Who Perceived UTQGS, Selected FMVSS, and Other

Information in the Repair or Retread of Tires 3-48

Table 3-22 Percent of the Tire Repairers and Tire Retreaders

Who Knew UTQGS, Selected FMVSS, and Other

Information is Imprinted on Tires 3-49

X l l
Executive Summary

To aid consumers in making informed choices when purchasing passenger car tires,

information about their relative performances in the areas of tread wear, traction, and

temperature resistance is required on new pneumatic tires. The Uniform Tire Quality

Grading Standards (UTQGS), Part 575.104 of the Consumer Information Regulations,

set forth the grading conditions and procedures and labeling requirements that indicate

the relative performances of passenger car tires concerning treadwear, traction, and

temperature resistance. The information must be permanently molded into the tire

sidewalls, indelibly stamped on a label or labels affixed to the tire tread surface, and

made available in consumer brochures. The UTQGS apply to all passenger car tires

except deep tread, winter type snow tires, space-saver or temporary-use spare tires,

and limited production tires. The definitions and grades for the UTQGS characteristics

follow.

o Treadwear is the wear rate of a tire when tested under controlled conditions.

The codes set forth in the UTQGS are two- or three- digit numbers representing

a percentage of a standard value when a tire is tested in accordance with

specified procedures. The higher the number, the better the treadwear.

o Traction is a tire's ability to stop on wet pavement under controlled conditions.

The codes are one of the letters, "A," "B," or "C", with "A" signifying the

highest traction coefficient.

o Temperature resistance is a tire's resistance to the generation of heat and its

ability to dissipate heat when tested under controlled conditions. The codes are

one of the letters "A," "B," or "C," with "A" signifying the highest level of

performance.

xiii
Tire manufacturers test and grade their own tires according to procedures specified

in the UTQGS.

The Federal Motor Vehicle Safety Standards (FMVSS) specify other labeling

requirements similar to contents and care labels for new pneumatic passenger car tires

(FMVSS 109), pneumatic retreaded tires (FMVSS 117), and new pneumatic tires for

vehicles other than passenger cars (FMVSS 119). Standard 109 mandates that each

passenger car tire have permanently molded into both sidewalls information regarding:

o size,

o maximum permissible inflation pressure,

o maximum load rating,

o cord material,

o number of plies in the sidewall and tread area,

o "tubeless" or "tube-type,"

o "radial," if appropriate,

o DOT certification symbol,

o manufacturer name or brand name and number.

In addition to Standard 109 requirements, Standard 117 requires each new retreaded

tire have molded into its sidewalls the words "bias," or "bias belted" as applicable.

In addition to Standard 109 requirements, Standard 119 mandates that each new

pneumatic tire for vehicles other than passenger cars, namely, multipurpose passenger

vehicles, trucks, buses, trailers, and motorcycles, have molded into both sidewalls the

following information:

o speed restriction if less than 55 mph,

o regroovable if designed for regrooving,

o a letter designating load range rating.

X I V
Executive Order 12291, (February 1981) requires agencies to evaluate their existing

regulations. The objectives of an evaluation are to determine the benefits of a

regulation and to compare the regulation's effectiveness with the goals that may have

been specified when the rule was initially promulgated.

The purpose of this report is to determine the extent to which tire labeling

requirements are assisting individual and occupational consumers such as buyers of

tires for fleets of vehicles, in making informed choices; assisting sales people in

selecting tires appropriate for customer vehicles; and aiding repairers and retreaders

in knowing if, when, and how to repair or retread tires.

To evaluate how the labeling information is understood and applied, four statistically

representative groups of possible users of the information were surveyed by

telephone. The groups were comprised of:

o consumers who buy tires for their privately owned passenger cars (n = 509),

o individuals who purchase tires for fleets of passenger cars (n = 100),

individuals who sell tires for passenger cars (n = 108), and

o individuals who repair and/or retread tires for passenger cars (n = 100).

Of the consumers who buy tires for their own vehicles, 369 had purchased tires less

than six months before being interviewed (recent consumers) and 140 planned to

purchase tires less than two months after being interviewed (potential consumers).

The surveys were designed to ascertain whether the members of the respondent

groups:

o knew what information is molded into tires,

o understood the meaning of UTQGS terms and codes, and

o used tire labeling information when purchasing, selling, or repairing tires.

X V

Principal Findings

Knowledge of UTQGS Terms and Codes

o Seventy four percent of the individual consumers reported having heard of

the treadwear rating; 22 percent of the individual consumers reported they

would look for information about treadwear ratings on tires, 16 percent in

brochures, and 5 percent on tags or labels attached to tires. (None of the

percents relating to location of information can be totaled because some

individuals knew information was available from more than one source.)

o Sixty five percent of the individual consumers reported having heard of the

traction rating; 26 percent of the individual consumers reported they would

look for information about traction ratings on tires, 12 percent in brochures,

and 3 percent on tags or labels attached to tires.

o Thirty eight percent of the individual consumers reported having heard of the

temperature resistance rating; 15 percent of the individual consumers

reported they would look for information about temperature resistance ratings

on tires, 8 percent in brochures, and 3 percent on tags or labels attached to

tires.

o When presented with multiple choice questions regarding the definitions of

traction and temperature resistance ratings, 43 and 64 percents of the

individual consumers and 34 and 69 percents of the buyers for fleets chose

the correct definitions.

XVl l
When presented with a multiple choice question regarding the relative ranking

of a traction rating of "A" or "C," approximately 60 percent of both

consumer groups chose the correct ranking.

Seventy eight percent of the tire sales people and 87 percent of the

repairers/retreaders chose the correct definition of temperature resistance

rating; 84 percent of the tire sellers and 86 percent of the repairers/retreaders

chose the correct statement about the relative rankings of the traction code.

Knowledge of Where to Locate Information

o Of the individual consumers who reported they had heard of the UTQGS

terms: 30 to 41 percent, depending on the item, reported they would look

for information about it on tires, 18 to 23 percent in brochures and 5 to 7

percent on tags or labels attached to tires.

o Of the individual consumers who reported they had heard of the FMVSS

terms relating to new pneumatic tires for passenger cars, 67 to 97 percent,

depending on the item, reported they would look for information about it on

tires.

o Depending on the item, 78 to 100 percent of the tire sellers and tire

repairers/retreaders reported that information about all UTQGS and most

FMVSS items (tube type/tubeless, radial, cord material, number of plies,

speed restriction, maximum load range rating, and DOT certification) can be

found on tires.

XVll l
Importance and Use of Tire Information

o More than 50 percent of the surveyed potential consumers rated information

about all three UTQGS items important in tire purchase decisions (treadwear

rating - 83 percent, traction rating - 79 percent, and temperature resistance

rating - 54 percent).

o Less than 50 percent of the surveyed recent consumers rated information

about the UTQGS items important in influencing their last tire purchase

decision (treadwear rating - 29 percent, traction rating - 27 percent, and

temperature resistance rating -12 percent).

o More than 50 percent of the potential consumers rated information about

10 FMVSS items important in tire purchase decisions (radial, belt and tire

body material, number of plies, manufacturer, speed restriction, maximum

load rating, load range, tube type/tubeless, and DOT certification). The

percents ranged from 52 percent for load range rating (information not

required on new pneumatic tires for passenger cars) to 83 percent for radial.

o More than 50 percent of the recent consumers rated information about one

FMVSS item important in influencing their last tire purchase decision (radial -

57 percent).

o More than 50 percent of the buyers for fleets rated information about two

UTQGS items (treadwear and traction ratings) and most of the same FMVSS

items as the potential consumers, as being important in tire purchase

decisions.

X I X
Before buying tires, 72 percent of the recent consumers reported examining

the old tires already on their vehicles for information to help in purchase

decisions. Seventy-two percent of recent consumers also reported looking

at tires identical to the ones they were about to purchase before they were

put on their cars.

More than 50 percent of the tire sellers perceived information about two

UTQGS items (treadwear - 59 percent and traction - 57 percent), and two

FMVSS items (radial - 89 percent and tubeless/tube type - 56 percent) as

being important to consumers.

More than 50 percent of the tire sellers reported never advertising

information about two UTQGS ratings (traction and temperature resistance)

or the fact a tire is DOT certified, and always advertising a tire's

manufacturer or brand name and if a tire is radial.

More than 50 percent of the tire repairers/retreaders considered information

about three of the FMVSS items important in the repair of tires. The three

FMVSS items were tire body material, maximum load rating, and speed

restrictions.

X X
CHAPTER 1

INTRODUCTION

To reduce traffic accidents and deaths and injuries to persons resulting from traffic

accidents, Congress passed the "National Traffic and Motor Vehicle Safety Act of

1966." "Title II - Tire Safety" (9) mandates the development and promulgation of

standards concerned with the labeling and grading of pneumatic tires for motor

vehicles. The Act requires that tires be labeled with safety and other information that

can assist consumers in making informed choices when purchasing motor vehicle

tires. The Act also directs that efforts be made to eliminate deceptive and confusing

tire nomenclature and marketing practices. The National Highway Traffic Safety

Administration (NHTSA) of the U.S. Department of Transportation, in compliance with

the Act, produced the Consumer Information Regulations (5) and the Federal Motor

Vehicle Safety Standards (4). This report evaluates the Uniform Tire Quality Grading

Standards (UTQGS) section of the Consumer Information Regulations and provides a

brief review of the tire labeling sections of the Federal Motor Vehicle Safety Standards

(FMVSS).

1.1 Tire Standards

To aid consumers in making informed choices when purchasing passenger car tires,

information about their relative performances in the areas of treadwear, traction, and

temperature resistance is required on new pneumatic tires. The Uniform Tire Quality

Grading Standards, Part 575.104 of the Consumer Information Regulations, sets forth

the grading conditions and procedures and labeling requirements that indicate the
relative performances of passenger car tires concerning treadwear, traction, and

temperature resistance. The information must be permanently molded into the tire

sidewalls, indelibly stamped on a label or labels affixed to the tire tread surface, and

made available in consumer brochures. The UTQGS apply to all passenger car tires

except deep tread, winter type snow tires, space-saver or temporary use spare tires,

and limited production tires. The definitions and grades for the UTQGS characteristics

follow:

o Treadwear is the wear rate of a tire when tested under controlled conditions.

The codes set forth in the UTQGS are two or three digit numbers that are

multiples of 10. The numbers represent a percentage of a standard value when

a tire is tested in accordance with specified procedures, with higher numbers

indicating better treadwear. For example, a tire graded 150 would wear one and

a-half times as well on the government course as a tire graded 100.

o Traction is a tire's ability to stop on wet pavement under controlled conditions.

The codes are one of the letters, "A," "B," or "C." Each letter represents a

range of adjusted traction coefficients when a tire is tested in accordance with

procedures designated in the UTQGS. "A" signifies the highest traction

coefficient.

o Temperature resistance is a tire's resistance to the generation of heat and its

ability to dissipate heat when tested under controlled conditions. Sustained high

temperatures can cause the material of a tire to degenerate and reduce tire life.

Excessive temperature can also lead to sudden tire failure. The codes are one

of the letters "A," "B," or "C" which represent three levels of performance on

a laboratory test wheel. "A" signifies the highest level of performance.

Tire manufacturers test and grade their own tires according to procedures specified

in the UTQGS. NHTSA verifies treadwear grades by checking manufacturers' test

1-2
data and monitoring a sample of manufacturers' treadwear tests. NHTSA checks

traction grades by testing tires bought off the shelf from various locations.

Temperature resistance checks are based on tests performed under FMVSS 109.

The National Traffic and Motor Vehicle Safety Act requires that pneumatic tires be

"permanently and conspicuously labeled" with safety information. To comply with

the Act, NHTSA promulgated Federal Motor Vehicle Safety Standards (FMVSS) which

specify labeling requirements for new pneumatic passenger car tires (FMVSS 109),

pneumatic retreaded tires (FMVSS 117), and new pneumatic tires for vehicles other

than passenger cars (FMVSS 119). Standard 109 mandates that each passenger car

tire have permanently molded into both sidewalls information regarding:

o size,

o maximum permissible inflation pressure,

o maximum load rating,

o cord material,

o number of plies in the sidewall and tread area,

o "tubeless" or "tube-type,"

o "radial," if appropriate,

o DOT certification symbol,

o manufacturer name or brand name and number.

In addition to Standard 109 requirements, Standard 117 requires each new retreaded

tire have molded into its sidewalls the words "bias," or "bias belted," as applicable.

In addition to Standard 109 requirements, Standard 119 mandates that each new

pneumatic tire for vehicles other than passenger cars, namely, multipurpose passenger

vehicles, trucks, buses, trailers, and motorcycles, have molded into both sidewalls the

following information:

o speed restriction if less than 55 mph,

1-3
o regroovable if designed for regrooving,

o a letter designating load range rating.

1.2 Objectives of the Evaluation

Executive Order 12291, (February 1981) requires agencies to evaluate their existing

regulations (6). The objectives of an evaluation are to determine the benefits of a

regulation and to compare the regulation's effectiveness with the goals that may have

been specified when the rule was initially promulgated.

The purpose of this report is to determine if the labeling requirements assist individual

and occupational consumers in making informed choices; assist sales people in

selecting tires appropriate for customer vehicles; and aid repairers and retreaders in

knowing if, when, and how to repair or retread tires.

To evaluate how the labeling information is understood and applied, four groups of

potential users of the information were surveyed by telephone. The groups were

comprised of consumers who buy tires for their privately owned vehicles, individuals

who purchase tires for fleets of vehicles, individuals who sell tires, and individuals

who repair and/or retread tires. Data were collected by questioning a representative

sample of people from each group. The surveys were designed to ascertain whether

the members of the respondent groups:

o knew what information is molded into tires,

o understood the meaning of UTQGS terms and codes, and

o used tire labeling information when purchasing, selling, or repairing tires.

1-4
CHAPTER 2

SURVEY PROCEDURE

Telephone surveys were made of four population classes, namely, purchasers of

replacement tires for consumer-owned passenger cars, light trucks, and vans,

purchasers of replacement tires for fleets of passenger cars, light trucks, and vans,

sellers of tires for passenger cars, light trucks and vans, and repairers and retreaders

of tires for passenger cars, light trucks and vans. Telephone numbers were chosen

using the random-digit-dialing of active blocks method.

The four surveyed samples differed in targeted size. A goal of 500 completed

interviews was originally targeted for the individual consumer group, and 100

completed interviews for each of the other groups. A random sample of 500 results

in a sampling error of plus-or-minus 4.4 percent at the 95 percent level of confidence.

A random sample of 100 results in a sampling error of plus-or-minus 9.8 percent at

the 95 percent level of confidence (3, p. 11). Larger numbers of individuals were

actually interviewed in two of the groups for technical reasons related to sample bias

(see 3, p. 16).

This chapter describes the characteristics of the respondent groups, the survey

instruments, and the data collection procedures.
2.1 Purchasers for Consumer-Owned Vehicles

2.1.1 Subjects

The population from which the sample was drawn was composed of members of the

general public who either recently purchased or soon planned to purchase tires for

their privately owned vehicles. Of the 509 respondents who successfully completed

the interviews, 369 purchased tires six or less months prior to being surveyed, and

140 planned to purchase tires two or less months after being surveyed.

Households were chosen from a list of telephone numbers in all 50 states and the

District of Columbia. The list was supplied by a vendor (8) who generated the

numbers by using a random-digit-dialing of active blocks method (3, pp. 15-16).

The respondents were broadly representative of the driving public in terms of

demography and geography. Approximately 52 percent of the respondents had

schooling beyond high school, 49 percent were between the ages of 25 and 44 years,

and 34 percent lived in households where incomes ranged from $10,000 to $29,000

a year. (See Table 2-1.) Approximately 35 percent of the respondents lived in the

Mid- Atlantic/Mid west region of the United States. (See Table 2-2.)

The proportion of respondents which came from households owning more than one

vehicle was probably greater in this sample than in the general public. Approximately

89 percent of the individuals surveyed lived in households having two or more

vehicles (3, p. 44). The national average of licensed drivers per private and

commercial motor vehicles in 1989 was .90 (10). The reasons for the high proportion

of multi-vehicle households in this sample probably relate to the more frequent need

for and consequent purchase of replacement tires in such households. In addition,

people who purchase tires relatively frequently are more likely than others to be

interested in participating in a survey about replacement tires.

2-2
TABLE 2-1

EDUCATION, AGE, AND INCOME DISTRIBUTIONS

OF THE INDIVIDUAL CONSUMER SAMPLE

GROUP RECENT' POTENTIAL" TOTAL

CONSUMERS

(n = 369) (n = 140) (n = 509)

N (%)'" N (%)'" N (%)'"

EDUCATION

Less than H.S.

H.S.Grad or GED

Beyond H.S.

Missing

AGE

Under 25

25-44

45-64

Over 65

Missing

INCOME ($)

Under 1OK

10K-29K

30K-49K

50K-69K

Over 69K

Missing

33 ( 9)

135 (37)

198 (54)

3 ( 1)

36 (10)

176 (48)

112 (31)

41 (11)

4 ( 1)

19 (5)

127 (34)

99 (27)

54 (15)

35 ( 9)

35 ( 9)

15 (11)

57 (41)

67 (48)

1 ( 1)

18 (13)

75 (54)

38 (27)

8 (6)

1 ( D

6 (4)

47 (34)

39 (28)

15 (11)

16 (11)

17 (12)

48 (19)

192 (38)

265 (52)

4 ( 1)

54 (11)

251 (49)

150 (30)

49 (10)

5 ( 1)

25 (5)

174 (34)

138 (27)

69 (14)

51 (10)

52 (10)

Respondents who purchased tires within 6 months of the interview.

Respondents who planned to purchase tires within 2 months after the interview.

Rounded to the nearest whole number.

2-3
TABLE 2-2

GEOGRAPHIC DISTRIBUTION OF THE INDIVIDUAL CONSUMER SAMPLE

COMPARED TO

THE NATIONAL POPULATION

REGION

NE/Upper Midwest

Mid-Atlantic/Midwest

Rockies/Alaska

Pacific/Nevada

Southwest/Hawaii

Southeast

PERCENT IN SAMPLE

(n = 509)

16.2

35.0

5.9

4.3

16.1

22.5

PROPORTION

OF NATIONAL

POPULATION'

19.8

29.9

5.4

7.3

18.4

19.2

Based on 1988 Census Data.

2.1.2 Survey Instrument

The survey instrument contained 35 questions which took approximately 15 minutes

to administer. The instruments for recent and future purchasers of tires varied on five

questions regarding activities actually performed and activities likely to be performed

prior to purchasing replacement tires. (See Appendix A.) Respondents were queried

about the three UTQGS terms, eight FMVSS terms, other information likely to be

important to consumers, and two fabricated terms. Two of the FMVSS terms did not

apply to new pneumatic tires for passenger cars. To control for order biases, terms

were rotated for successive interviewees.

2-4
The use of fabricated terms in surveys of this kind is standard operating procedure.

The responses made to fabricated terms enable the surveyor to determine the

approximate number of respondents who are giving socially desirable answers or are

uninformed. For instance, if a high number of respondents claim to recognize bogus

terms made up of uncommon words, the surveyor would be concerned about how

truthfully respondents were answering other questions. However, if similar patterns

of responses emerge for different questions about both fabricated terms and terms

targeted for study, then it can be assumed respondents are likewise informed or

misinformed about both.

This survey included two fabricated terms. One, "consolidation ratio," was designed

to test for respondent veracity because it was composed of relatively uncommon

words respondents were not expected to recognize. The second, "safety rating," was

designed to test for respondent confusion because it was composed of very familiar

words that many respondents could reasonably think they recognized. Irrespective

of a high or low recognition rate for "safety rating," if the respondent recognition rate

was low for the term "consolidation ratio," the surveyor would conclude that most

respondents answered the survey truthfully and to the best of their abilities; if the

respondent recognition rate was high for the term "consolidation ratio," the surveyor

would mistrust the responses to other questions in the survey because of the high

probability respondents were dissembling about this obscure fabricated term.

However, if the recognition rates of the terms "safety rating" and "consolidation ratio"

were both low, the conclusion would be that most respondents were very

knowledgeable. If recognition rates were high for "safety rating" and low for

"consolidation ratio," the conclusion would be that most respondents truly believed

they had heard of the term "safety rating." Although the term "safety rating" is

nonexistent, this particular combination reflects attempts to respond truthfully.

An overview of the interview questions for recent and future individual consumers

follows.

2-5
CATEGORY

Respondents

Who Had Purchased

Tires Within

6 Months of the

Interview

(n = 369)

(n = 509)

Respondents Who Were

Likely to Purchase

Tires 2 Months

After the Interview

ITEM

NUMBER

1

2

3

4

5

6

7

8

9

10

11

12

16

17

18

19

20

13

14

15

25

26

27

28

29

30

31

32

33

34

35

21

22

23

24

(n = 140)

ITEM

Month of Purchase

Types of Tires Purchased

Number of Tires Purchased

Type of Passenger Vehicle

Model Year of Vehicle

Vehicle Miles at Time of

Purchase

Driving Conditions

(Paved/Unpaved Roads)

(Stop & Go/Highway)

Store Type at Which Purchased

Reason For Tire Purchase

Activities Prior to Purchase

Examination of Old Tire

Information Used Prior to

Purchase (Unaided Recall)

Information Provided by Seller

Information Used Prior to

Purchase (Aided Recall)

Source of Prior Information

Importance of Tire Traits

Familiarity with Selected Tire

Characteristics

Source of Information

Tire as Source of Information

Definition of Temperature

Resistance Rating

Definition of Traction Rating

Relative Rank of Traction Code

Frequency of Tire Check

Number of Vehicles in

Household

Number of Drivers in Household

Age

Employment Status

Education

Racial/Ethnic Background

Income

Desirable Information

Importance of Tire Traits

Source of Information

Tire As Source of

Information

2-6
2.2 Purchasers of Tires for Fleets of Vehicles

2.2.1 Subjects

The sample was drawn from the membership list of the National Association of Fleet

Administrators (NAFA), a trade association of vehicle fleet administrators. The list,

which includes public utilities and government agencies as well as commercial and

industrial firms, contained approximately 3,200 names of fleets consisting of 500 or

more cars. (There was no frame available for smaller sized fleets.) Government

agencies were excluded from the contact list. Contact choices were made by using

a systematic non-replacement sampling technique beginning with a randomly chosen

company (3, p.16).

Interviews were successfully completed with 100 individuals who buy tires for fleets

of passenger and other vehicles. Fleets were comprised of vehicles owned or leased

by employers for their own employees or rented or leased to other individuals or

organizations. The number and kinds of vehicles in individual fleets varied widely as

indicated by the following information.

Vehicle Number of Average Number Median Number Range of

Type Respondents Vehicles/Fleet Vehicles/Fleet Vehicles/Fleet

Passenger Cars 99 808 280 9-10,600

Light Trucks 78 629 50 1-18,000

Full Size Pass Vans 66 121 10 1- 2,000

Mini-Vans 79 181 12 1-8,000

2.2.2 Survey Instrument

The survey instrument contained 14 questions which took approximately 10 minutes

to administer. (See Appendix A.) Respondents were queried about the UTQGS terms,

2-7
eleven FMVSS terms, and other information likely to be important to consumers. To

control for order biases, terms were rotated for successive interviewees.

An overview of the interview questions for the buyers for fleets follows.

ITEM

Type of Vehicle(s) and Volume of Tires Purchased

Method and Source of Purchase

Purchase Contracts

Manner of Selecting Sellers

Reason(s) Tires Purchased

Requested Traits

Awareness of Traits Named in Item 6 Being On Tire

Importance of Tire Traits

Importance of Information Sources

Definition of Temperature Resistance Rating

Definition of Traction Rating

Relative Rank of Traction Code

Unnecessary/Misleading Information on Tire

Desirable Information Difficult to Locate

2.3 Tire Sellers

2.3.1 Subjects

Approximately 90 percent of all replacement tires for passenger vehicles are sold by

general retail tire outlets, manufacturer retail outlets, department stores, and service

stations. Their estimated market shares are 60, 14, 18, and 8 percents respectively

(7). An attempt was made to divide the sample proportionately by the estimated

market share of each business type.

The sample was drawn from three lists of tire retailers nationwide maintained by a

vendor (1). Separate lists were acquired for general retail tire outlets and

2-8

ITEM

NUMBER

1

2

3

4

5

6

7

8

9

1

1

1

1

1

0

1

2

3

4
manufacturer retail outlets, department stores, and service stations. For each list, the

sample was chosen by using a systematic, non-replacement technique beginning with

a randomly chosen firm (3, pp. 16-17).

Interviews were successfully completed with 108 individuals of whom 38 percent

represented independent tire dealers, 18 percent manufacturer retail outlets, 25

percent service stations, 18 percent department stores, and 2 percent others.

2.3.2 Survey Instruments

The survey instrument contained 15 questions which took approximately 10 minutes

to administer. (See Appendix A.) Respondents were queried about the UTQGS terms,

ten FMVSS terms, and other information likely to be important to sales people and

consumers. To control for order biases, terms were rotated for successive

interviewees.

An overview of the interview questions for the tire sellers follows.

ITEM

NUMBER ITEM

1 Weekly Sales Volume

2 Proportion of Sales to Buyers for Fleets

3 Reliance of Buyers for Fleets on Sales Staff

4 Reliance of Individual Consumers on Sales Staff

5 Advertising Methods

6-7 Information Included in Advertisements

8 Sales Staff Training

9 Importance of Tire Traits to Consumers

10 Source of Information

11 Definition of Temperature Resistance Rating

12 Relative Rank of Traction Code

13 Unnecessary/Misleading Information on Tires

14 Desirable Information Difficult to Locate

15 Type of Dealer

2-9
2.4 Tire Repairers and Retreaders

2.4.1 Subjects

The number of tire repairers is much larger than the number of tire retreaders.

Between 50,000 and 100,000 businesses repair tires for passenger vehicles in the

United States. Between 400 and 720 businesses retread passenger vehicle tires, with

most (85-95 percent) also engaging in other tire repair activities (2).

The sample was drawn from a nationwide directory of tire repairers and retreaders

maintained by a vendor (1) using the same sampling techniques described previously.

Interviews were successfully concluded with 100 individuals of whom 70 percent

represented tire repair firms, 4 percent tire retreading firms, and 26 percent firms that

both repair and retread tires.

2.4.2 Survey Instrument

The survey instrument contained 15 questions which took approximately 10 minutes

to administer. (See Appendix A.) Respondents were queried about the UTQGS terms

and nine FMVSS terms. To control for order biases, terms were again rotated for

successive interviewees.

An overview of the interview questions for the repairers and retreaders follow.

2-10
ITEM

NUMBER ITEM

3 Importance of Traits When Repairing Tires

4, 8 Source of Information

7 Importance of Traits When Retreading Tires

9, 10 Advertising

11 Sales Staff Training

12 Definition of Temperature Resistance Rating

13 Relative Rank of Traction Rating Code

14 Unnecessary/Misleading Information on Tire

15 Desirable Information Difficult to Locate

Items 1,2,5, and 6 related to characteristics of the businesses.

2.5 Data Collection

Data collection was conducted during the period July 26 through September 9, 1990.

All calling was done from a subcontractor's (Decision DC) centralized telephone center

in McLean, Virginia. All telephone interviewers received general instruction regarding

interview techniques and specialized training on the survey instruments' contents and

procedures.

Survey calling was conducted as follows:

o For ordinary consumers, calls were made between 5 pm EDT and 9 pm PDT on

weekday evenings (or later in the case of Alaska and Hawaii), 10 am EDT to 6

pm PDT on Saturdays, and noon EDT to 6 pm PDT on Sundays. Callbacks were

made at other times if requested by a potential respondent or if the number had

been unsuccessfully attempted more than twice during regular calling hours.

o For the three business groups, calls were made during normal business hours.

2-11
Respondent telephone numbers were taken by the interviewer directly from the

sample lists for each group and contacts were attempted for each number up to five

times.

During a given interview, data were recorded directly on the survey form. (For the

dialing results of the four samples, see 3, pp. 39, 117,138, 161.)

2-12
CHAPTER 3

FINDINGS

Surveys of four groups of potential tire information users yielded an array of data

about their knowledge of what is molded into tires. Cognizance of the UTQGS terms

and codes as well as perceptions of the importance of that knowledge when

purchasing, selling, or repairing tires were obtained. This chapter contains a summary

of the major findings of the surveys followed by a detailed presentation of the data.

3.1 Summary of Findings

3.1.1 Knowledge of UTQGS Terms and Codes

When consumers were read a list of terms relating to FMVSS and UTQGS items, a

large percentage said they had heard of them. More than 50 percent reported having

heard of the treadwear and traction ratings as well as seven of the eight FMVSS

terms. "Regroovable," a word not required on passenger car tires, was the only

FMVSS term unfamiliar to more than 50 percent of the consumers.

Tire sellers, repairers, and retreaders were more knowledgeable about the meanings

of UTQGS terms and codes than individual consumers and buyers of tires for fleets

of vehicles. When presented with multiple choice questions regarding the definitions

of UTQGS terms, 43 and 64 percents of the individual consumers and 34 and 69

percents of the buyers for fleets chose the correct definitions for traction rating and

temperature resistance rating, respectively. Approximately 60 percent of both

consumer groups chose the statement that tires with traction grades of "A" have

better traction than tires rated "C." At least 78 percent of the sales people and

repairers/retreaders chose the correct definition of temperature resistance rating and

the correct statement about the relative ranking of codes.
A question about the definition of treadwear was not asked due to survey response

time constraints and the belief that respondents would be more familiar with

treadwear than any of the other UTQGS terms.

3.1.2 Knowledge of What Information Is Located On Tires

Knowledge of what information is molded into tires was different for the respondent

groups. In general most consumers knew FMVSS information is molded into tires.

These same consumers were, however, unaware that UTQGS information is found on

tires as well. More than 65 percent of the consumers who had heard of the FMVSS

terms knew that information about size, tube type/tubeless, radial, maximum inflation

pressure, cord material, maximum load rating, and number of plies is located on tires.

Less than 45 percent of the consumers who had heard of the UTQGS terms knew

that information about any of them is located on tires.

Tire sellers, repairers, and retreaders usually knew that information about both FMVSS

and UTQGS terms is located on tires. More than 75 percent of the tire sellers and tire

repairers/retreaders asserted that information about most FMVSS items (tube

type/tubeless, radial, cord material, number of plies, speed restriction, maximum load

range rating, and DOT certification) and all UTQGS items can be found on tires. A

majority of only one group, repairers/retreaders, knew information about tire

regroovability (for non passenger car tires) was located on tires.

3.1.3 Importance and Use of Tire Information

Respondent groups differed in their perceptions of how important specific UTQGS and

FMVSS information is when purchasing, selling, or repairing tires.

3.1.3.1 Consumers

Recent individual purchasers of tires differed from soon-to-be individual tire purchasers

and buyers for fleets in the information they thought important in tire purchase

decisions. More than 50 percent of the surveyed potential consumers rated as

important all three UTQGS items plus radial, belt and tire body material, number of

plies, manufacturer, speed restriction, maximum load rating, load range, tube

3-2
type/tubeless, and DOT certification. More than 50 percent of the buyers for fleets

rated as important two UTQGS items (treadwear and traction ratings) plus many of

the same FMVSS items as the potential consumers. In contrast, a majority of recent

consumers rated only one FMVSS item (radial) and no UTQGS items as being

important in influencing their latest purchase decisions.

Generally tire sellers perceived two UTQGS and two FMVSS items of information as

being important to tire consumers. More than 50 percent of the sellers rated

information about treadwear, traction, radial, and tubeless/tube type as being

important to consumers.

3.1.3.2 Tire Sellers

Although most of the surveyed tire sellers perceived treadwear and traction ratings

as being important to tire consumers, few habitually used them in their

advertisements. A majority of sellers reported always advertising the manufacturer

or brand name and if the tire was radial. A majority never advertised temperature

resistance ratings, traction ratings or the fact the tire was DOT certified.

3.1.3.3 Tire Repairers and Retreaders

Few FMVSS and none of the UTQGS items were considered important by tire

repairers and retreaders in the repair and retread of tires. Only three FMVSS items

(tire body material, maximum load rating, and speed restrictions) were considered

important in the repair of tires by more than 50 percent of the repairers.

The remainder of this chapter presents detailed findings separately for each of the

surveyed groups.

3.2 Purchasers of Tires for Consumer-Owned Vehicles

3.2.1 General Information

Of the 369 respondents who had purchased replacement tires in the past six months,

o 79 percent purchased two or four tires;

3-3
o 74 percent purchased tires for a car, sedan or station wagon;

o 52 percent purchased tires for 1985 or later model year vehicles;

o 51 percent purchased tires for vehicles driven between 25,000 and 75,000

miles;

o 50 percent drove in town (stop and go) most of the time;

o 31 percent inspect their tires one to three times a month.

The most frequently cited reason for purchasing replacement tires was that the tread

was worn down (52 percent). Other reasons given for purchasing replacement tires

were an emergency such as a flat (16 percent), slashed or vandalized tires (12

percent), tires due for a routine replacement (11 percent), safety considerations (6

percent), no special reason (2 percent), and State inspection failure (1 percent).

The buying patterns of the respondents were somewhat similar to those of the

country at large. The proportions of respondents buying tires from specific kinds of

tire outlets paralleled the estimated national market shares of the outlet types as

shown below.

DISTRIBUTION OF INDIVIDUAL CONSUMER TIRE SALES BY OUTLET TYPE

COMPARED TO THE U.S. MARKET SHARE' BY OUTLET TYPE"

Type of Outlet

General Tire Store

Manufacturer Outlet

Department Store

Gas/Service Station

Recent Consumers

Percent

47

30

14

8

U.S. Market Share

Percent

60

14

18

8

' Market shares accounted for nearly 90 percent of the tires sold in the U.S. during

1989.

" Source: Modern Tire Dealer: Fact/Directory. 1990. Akron, Ohio.

3-4
3.2.2 Information Seeking Activities of Recent Tire Purchasers

Respondents who purchased one or more tires in the past six months were asked to

indicate which of the activities read to them they had engaged in prior to purchasing

the tire(s). Almost twice as many of the respondents examined the tires already on

their vehicles than engaged in the second most prevalent activity, namely reading the

vehicle owners' manuals. In addition, 72 percent of the respondents looked at the tire

they had purchased, or one just like it, before it was put on their cars. Almost no

respondents read a government pamphlet.

The number and percent of respondents engaging in specific activities follow.

ACTIVITY

Examined tires already on vehicle

Read vehicle owner's manual

Shopped at more than one store

Asked advice from a relative, friend,

or co-worker

Read newspaper, magazine, or

consumer publication articles

Read newspaper advertisements

Asked advice from a specialist

such as a mechanic

Asked advice from more than one

sales person

Asked advice from someone in the

dealership where the vehicle was

purchased

Read a manufacturer pamphlet

Listened to or watched a radio or

television commercial

Read a government pamphlet

NUMBER

267

160

124

120

105

103

90

72

60

42

41

14

PERCENT

72

43

34

32

00 00CM CM 24

20

16

11

11

4

The average number of information-seeking activities respondents engaged in prior to

purchasing tires was 3.2. Prepurchase activities in terms of respondent education,

age, and income follow.

o Education is positively correlated with the number of information seeking

activities consumers engaged in prior to purchasing replacement tires (3.5 vs 2.5

for the highest and lowest education groups, respectively).

3-5
o Consumers under age 25 appear to carry out more information seeking activities

than any other age group (3.9 vs 2.9, 3.2, and 3.4).

o Consumers at both ends of the income scale generally engaged in fewer

information search activities than consumers in the middle of the income scale

(2.3 and 2.7 vs 3.0, 3.3, 3.4).

(For more detailed information, see 3, pp. 47-59.)

3.2.3 Awareness of Available Information

All interviewees (n = 509) were read a list of 13 terms relating to passenger vehicle

tires (Q 13). The terms consisted of eight Federal Motor Vehicle Safety Standards

(FMVSS), the three Uniform Tire Quality Grading Standards (UTQGS), and, to control

for giving socially desirable answers and/or misinformation, two fabricated terms. The

FMVSS terms were size, tube-type or tubeless, maximum inflation pressure, cord

material, bias ply, radial ply, and regroovability. The UTQGS terms were traction,

treadwear, and temperature resistance ratings. The fabricated terms were

consolidation ratio and safety rating.

After reading a term, the interviewer asked respondents to indicate if they had ever

heard the term used in regard to replacement tires for passenger vehicles. If a term

was unfamiliar, the interviewer did not define or explain it.

At least 60 percent of the respondents reported having heard of all the FMVSS and

UTQGS terms except the temperature resistance rating (38 percent) and whether a

tire is regroovable (26 percent). However, 66 percent of the respondents also

reported having heard of one of the fabricated terms, namely 'safety rating.' Less

than seven percent thought they had heard of the second fabricated term. (See Table

3-1.)

3-6
TABLE 3-1

NUMBER AND PERCENT OF INDIVIDUAL CONSUMERS WHO HAD HEARD OF

UTQGS, SELECTED FMVSS, AND FABRICATED TERMS

(n = 509)

TERMS

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Size

Tube-Type or Tubeless

Radial

Maximum Inflation Pressure

Cord Material

Maximum Load Rating

Number of Plies

Regroovable

FABRICATED ITEMS

Safety Rating

Consolidation Ratio

NUMBER

378

330

191

487

449

437

402

399

357

346

130

335

33

PERCENT'

74

65

38

96

88

86

79

78

70

68

26

66

6

' Percents are rounded to the nearest whole number.

3-7
Tables 3-2 and 3-3 show the numbers and percents of respondents, categorized by

age and education, who indicated they had heard of the FMVSS, UTQGS, and

fabricated terms. The data suggest that the following is generally true.

o The youngest (under age 25) and oldest (over age 64) respondents reported

having heard of the FMVSS terms a little less frequently than respondents aged

25 through 64. A notable exception was tire regroovability. The few individuals

who recognized that term clustered in the age groups under 25 and over 64.

o Most people in most age and education groups thought they had heard of 'safety

ratings.' The lowest percentages of individuals having heard of this fabricated

term were in the 25-44 year age group (61 percent) and the more than high

school education group (62 percent).

o Although most respondents said they had heard of most of the terms that were

read to them, more individuals having less than a high school education reported

having heard of slightly fewer FMVSS terms than individuals in the other

education groups.

3-8
TERMS

UTQGS

TABLE 3-2

PERCENT OF INDIVIDUAL CONSUMERS WHO HAD HEARD OF

UTQGS, SELECTED FMVSS, AND FABRICATED TERMS

CATEGORIZED BY AGE

AGE

<25 25-44 45-64 >64 Total

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Size

Tube-Type or Tubeless

Radial

Maximum Inflation Pressure

Cord Material

Maximum Load Rating

Number of Plies

Regroovable

FABRICATED ITEMS

Safety Rating

Consolidation Ratio

76

67

54

98

70

70

74

56

63

59

31

67

9

76

67

32

98

90

88

83

78

76

73

22

61

6

71

64

40

94

91

91

80

87

69

69

27

71

7

69

57

41

88

88

78

65

78

57

51

33

69

8

74

65

38

96

88

86

79

78

70

68

26

66

6

' Percents are rounded to the nearest whole number.

3-9
TABLE 3-3

PERCENT OF INDIVIDUAL CONSUMERS WHO HAD HEARD OF

UTQGS, SELECTED FMVSS, AND FABRICATED TERMS

CATEGORIZED BY EDUCATION

TERMS

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Size

Tube-Type or Tubeless

Radial

Maximum Inflation Pressure

Cord Material

Maximum Load Rating

Number of Plies

Regroovable

FABRICATED ITEMS

Safety Rating

Consolidation Ratio

< H.S.

73

54

38

90

81

79

69

77

60

56

38

71

12

EDUCATION

H.S. GRAD/

GED >

76

67

43

95

88

88

75

74

73

70

27

70

8

H.S.

74

66

34

98

89

86

84

82

70

69

22

62

5

Tote

74

65

38

96

88

86

79

78

70

68

26

66

6

' Percents are rounded to the nearest whole number.

3-10
3.2.4 Awareness of Location of Available Information

For each term recognized, respondents were asked where they would look for

information about that term. The interviewer presented five sources of information,

and respondents could choose as many of the five they thought correct. The sources

of information were:

o the tire,

o a tag or label on the tire,

o a brochure,

o the tire seller,

o other.

If respondents did not choose the tire as a source of information for a given term, the

interviewer asked directly whether information about the term appeared on the tire

itself. Respondents were required to give 'yes' or 'no' answers.

The following information emerged about the respondents' knowledge of the location

of information.

o When originally questioned about where they would look for information, more

respondents said they would question tire sellers rather than look at the tires

themselves for information about treadwear ratings (27% vs 16%) or traction

ratings (25% vs 17%). (For more detailed findings, see 3, p. 66.)

o When affirmative answers to the question, "Is the information located on the

tire?" is added to spontaneous responses, except for regroovability, at least half

the respondents knew information about the FMVSS terms was located on tires.

(See Table 3-4.)

o One quarter or less of the respondents knew that information about UTQGS

terms was located on tires. (See Table 3-4.)

3-11
TABLE 3-4

PERCENT OF INDIVIDUAL CONSUMERS REPORTING

WHERE THEY WOULD LOOK FOR INFORMATION

ABOUT UTQGS, SELECTED FMVSS, AND FABRICATED TERMS

(n = 509)

SOURCE OF INFORMATION'

TERM

Treadwear Rating

Traction Rating

Temperature Resistance Rating

Tire Size

Tube-Type or Tubeless

Radial

Maximum Inflation Pressure

Cord Material

Maximum Load Rating

Number of Plies

Regroovable

FABRICATIONS

Safety Rating

Consolidation Rating

TIRE"

22

26

15

92

65

72

66

52

50

50

8

20

2

TAG/

LABEL

5

3

3

2

2

2

2

3

3

2

1

5

0

BROCHURE

PERCENT'"

16

12

8

10

11

11

9

16

11

9

3

17

1

SELLER

27

25

12

18

27

29

14

26

17

21

8

23

2

OTHER

18

15

8

19

18

15

17

15

14

12

6

15

2

Some respondents cited more than one source.

Includes respondents who spontaneously cited tires and said 'yes' when questioned directly about

information being on tires.

Percents are rounded to the nearest whole number.

3-12
o Of the consumers who reported having heard of the FMVSS terms, 67 to 97

percent, depending on the item, reported they would look for information about

it on tires. Of the consumers who reported having heard of the UTQGS terms,

30 to 41 percent, depending on the item, reported they would look for

information about it on tires (3, p. 66).

3.2.5 Information Known Prior to Making Tire Purchase Decisions

In regard to FMVSS, UTQGS, and other terms, respondents who had recently

purchased tires were asked what information, if any, they had gotten from the body

of the tire, the tag or label attached to the tire (Q 16), the tire seller (Q 17), and

surveyed terms not mentioned spontaneously by individual respondents, to decide

which tire to buy (Q 18). (See Section 2.1.2 and Appendix A.)

The items of information mentioned by the highest percentage of respondents were:

o price (86 percent),

o brand/manufacturer name (79 percent),

o warranty (78 percent),

o whether tire belts were radial (73 percent).

The items of information mentioned by the lowest percentage of respondents were:

o whether tire could be regrooved (9 percent), :

o DOT certification (14 percent),

o speed restriction (17 percent),

o whether tire is self-sealing (19 percent),

o temperature resistance rating (19 percent).

(See Table 3-5.)

3-13
TABLE 3-5

NUMBER AND PERCENT OF RECENT CONSUMERS WHO HAD

UTQGS, SELECTED FMVSS, AND OTHER INFORMATION

PRIOR TO MAKING TIRE PURCHASE DECISIONS

(n = 369)

TERMS

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubetess

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Prrce

Maintenance Information

NUMBER

142

116

70

160

269

167

185

293

62

149

109

239

51

34

234

87

69

287

319

233

PERCENT'

38

31

19

43

73

45

50

79

17

40

30

65

14

9

63

24

19

78

86

63

' Percents are rounded to the nearest whole number.

3-14
Items not on the interview list, but cited as information respondents used before

deciding which tire(s) to buy were size (n = 13), made in the U.S.A., performance,

appearance, and profile (n = 1 each).

In general, when buying tires, individuals who had not graduated from high school

used less information than individuals in the other two educational groups. (See

Table 3-6.)

TABLE 3-6

PERCENT OF RECENT CONSUMERS WHO HAD UTQGS, SELECTED FMVSS,

AND OTHER INFORMATION PRIOR TO MAKING TIRE PURCHASE DECISIONS

CATEGORIZED BY EDUCATION

(n = 369)

TERM

<H.S.

EDUCATION

H.S./GED

PERCENT'

>H.S.

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

33

18

12

18

54

36

54

52

6

48

27

52

9

18

54

21

6

61

70

48

38

35

22

39

73

42

57

78

18

41

33

65

16

11

64

26

16

78

87

65

38

30

17

48

75

48

44

82

18

38

27

66

13

7

63

22

22

78

87 "

63

38

31

19

43

73

45

50

79

17

40

30

65

14

9

63

24

19

78

86

63

Percents are rounded to the nearest whole number.

3-15
There were no striking differences among age groups in their responses, except for

the higher percentages of individuals in the less than 25 year age group who

mentioned 'speed restriction,' 'traction rating,' and 'temperature resistance rating.'

(See Table 3-7.)

TABLE 3-7

PERCENT OF RECENT CONSUMERS WHO HAD SELECTED FMVSS, UTQGS,

AND OTHER INFORMATION PRIOR TO MAKING TIRE PURCHASE DECISIONS

CATEGORIZED BY AGE

(n = 369)

TERM

Treadwear Rating

Traction Rating

Temperature Resistance Rating

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

AU-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

<25

47

53

39

33

61

42

33

72

39

42

33

56

25

t1

50

22

28

72

83

50

AGE

25-44

37

30

15

44

75

44

52

81

16

41

28

65

12

10

64

26

18

77

89

62

45-64

PERCENT'

34

23

18

46

78

48

49

75

12

39

29

68

9

8

63

18

14

77

83

64

>64

44

37

20

27

56

39

59

76

17

37

29

61

20

7

63

24

22

76

80

63

TOTAL

38

31

19

43

73

45

50

79

17

40

30

65

14

9

63

24

19

78

86

63

Percents are rounded to the nearest whole number.

3-16
Larger proportions of individuals residing in households with incomes between

$30,000 and $49,000, mentioned more items related to government standards than

other income groups. (See Table 3-8.)

TABLE 3-8

PERCENT OF RECENT CONSUMERS WHO HAD UTQGS, SELECTED FMVSS

AND OTHER INFORMATION PRIOR TO MAKING TIRE PURCHASE DECISIONS

CATEGORIZED BY INCOME

(n = 369)

TERM

UTQGS

INCOME (Thousands of Dollars)

10-29 30-49 50-69

PERCENT'

>69

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

42

37

21

26

10

11

47

58

16

26

16

37

5

5

42

32

21

79

68

34

37

36

19

35

43

43

49

75

17

38

30

58

14

13

61

18

19

72

84

65

42

29

19

54

52

53

58

83

29

55

36

81

17

10

64

29

18

83

91

63

35

20

15

44

44

44

48

83

9

39

30

61

11

2

67

24

22

81

93

70

29

20

17

37

49

49

34

80

11

26

14

11

6

3

74

14

14

66

74

49

Percents are rounded to the nearest whole number.

3-17
3.2.6 Source of Information Actually Used in Making Tire Purchase Decisions

In addition to the sources of information recent consumers spontaneously mentioned

as being used in tire purchase decisions, they were also queried about where

information they used could be found about the terms they had not mentioned

originally (Q 19).

o Although the numbers were low, more recent consumers reported relying on

sales people for treadwear and traction information than any other source.

o More recent consumers used information on tires rather than relying on sales

people for five FMVSS items, namely, manufacturer, tube-type/tubeless, number

of plies, maximum load rating, and load range rating.

o More recent consumers relied on sales people than any other single source for

two of the items of information which influenced their tire choice, namely, price

and warranty.

o About the same numbers of consumers acquired information about a tire's being

radial from tires and sales people. (See Table 3-9.)

3-18
TABLE 3-9

PERCENT OF RECENT CONSUMERS WHO REPORTED

WHERE THEY LOOKED FOR INFORMATION

ABOUT UTQGS, SELECTED FMVSS, AND OTHER ITEMS

WHEN MAKING TIRE PURCHASE DECISIONS

(n = 369)

INFORMATION SOURCE OF INFORMATION'

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

Ail-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

TIRE"

8

9

8

15

30

17

25

38

5

23

19

33

5

1

18

3

2

3

4

4

TAG/

LABEL

SELLER

PERCENT'"

9

6

3

8

12

7

8

8

4

4

3

5

2

1

10

2

2

12

12

6

20

15

7

22

32

21

20

30

6

11

8

21

4

5

34

14

11

67

74

47

OTHER

8

5

4

6

7

7

8

12

4

6

4

11

3

2

12

7

5

12

13

12

Some respondents cited more than one source.

Includes respondents who spontaneously cited tires and said 'yes' when

questioned directly about information being on tires.

Percents are rounded to the nearest whole number.

3-19
3.2.7 Information Desired by Individuals Planning to Buy Tires

In regard to FMVSS, UTQGS, and other terms, respondents who planned to purchase

replacement tires within two months of the interview were asked to specify the kinds

of information they would like to have to help them choose the tire to buy (Q 21), to

rate the importance of different kinds of information (Q 22), to indicate where they

would look for that information (Q 23), and to indicate whether the given information

was on tires (Q 24). (See Section 2.1.2 and Appendix A.)

The information spontaneously mentioned (recalled without interviewer assistance)

most frequently by likely consumers as that which they would like to have to assist

them when selecting tires, was the UTQGS item 'treadwear rating.' Forty one percent

of the respondents wanted to know the treadwear ratings of tires under consideration

prior to deciding which tire(s) to purchase. (An additional respondent wanted

information about 'wearability,' a term akin to 'treadwear rating'.) The next two most

frequently spontaneously cited items were price (27 percent) and warranty

(26 percent). (See Table 3-10.)

3-20
TABLE 3-10

NUMBER AND PERCENT OF POTENTIAL CONSUMERS WHO SPONTANEOUSLY

MENTIONED UTQGS, FMVSS, AND OTHER INFORMATION

THEY WOULD LIKE TO HAVE PRIOR TO MAKING PURCHASE DECISIONS

(n = 140)

INFORMATION

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

NUMBER

58

16

6

9

26

12

12

18

4

6

3

6

2

0

23

4

3

36

38

7

PERCENT'

41

11

4

6

19

9

9

13

3

4

2

4

1

0

16

3

2

26

27

5

' Percents are rounded to the nearest whole number.

3-21
3.2.8 Information Rated Important by Individuals Who Recently Purchased Tires

Respondents were asked to rate items of information on a five point scale of

importance in regard to tire purchase decisions. (All ratings of importance in this

report are five point scales.) Only one of the items of information mandated by

NHTSA to appear on tires (type of belts in tire) was rated important or very important

in purchase decisions by more than 50 percent of the respondents. The items of

information rated in the top two importance categories by the highest percentage of

respondents were:

o price (70 percent),

o warranty (61 percent),

o type of belts in tire (57 percent),

o all-weather designation (49 percent),

o whether the tire was tube or tubeless (46 percent).

One of the UTQGS ratings, temperature resistance rating, was rated as being

important or very important by fewer than 13 percent of the respondents. The items

of information rated as being important or very important by the lowest percentage

of respondents were:

o whether tire can be regrooved (4 percent),

o DOT certification (6 percent),

o whether tire is self sealing (9 percent),

o temperature resistance rating (12 percent),

o speed restriction (12 percent).

(See Table 3-11.)

3-22
For the most part, factors considered important when deciding which tire(s) to buy

were not very different in the various age, education, and income groups. One

exception was the few individuals in the over $100,000 income group who

considered price an important determinant (3, p. 97).

3.2.9 Information Rated Important by Individuals Planning to Buy Tires

Substantially more items of information were rated important or very important by

substantially greater proportions of potential than recent consumers. Nineteen of the

20 items surveyed were rated as important or very important by over 50 percent of

the probable consumers; only three of the 20 items surveyed were rated as important

or very important by over 50 percent of the recent consumers. Furthermore, on

average, 72 percent, 59 percent, and 83 percent of the potential consumers rated the

UTQGS, FMVSS, and other items, respectively, in the two highest importance

categories. For recent consumers, the comparable percents were 23, 28, and 42.

(See Table 3-11.)

3-23
TABLE 3-11

PERCENT' OF RECENT AND POTENTIAL CONSUMERS WHO RATED

UTQGS, SELECTED FMVSS, AND OTHER INFORMATION

AS BEING IMPORTANT OR VERY IMPORTANT IN TIRE PURCHASE DECISIONS

CONSUMERS

INFORMATION

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Bett Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

RECENT

(n = 369)

POTENTIAL

(n = 140)

PERCENT

29

27

12

31

57

35

34

42

12

25

18

46

6

4

49

16

9

61

70

43

83

79

54

75

83

67

65

55

57

55

52

65

54

24

90

84

78

88

86

72

' Percents are rounded to the nearest whole number.

3-24
Individuals likely to buy tires in the near future mentioned as important some terms

not on the interview list. Five respondents cited size, and four, safety or safety

ratings.

The items of information rated in the top two importance categories by at least 75

percent of the prospective buyers were:

o all weather designation (90 percent),

o warranty (88 percent),

o price (86 percent),

o puncture resistance (84 percent),

o treadwear rating (83 percent),

o type of belts in tire (83 percent),

o traction rating (79 percent),

o whether tire is self-sealing (78 percent),

o material in tire body (75 percent).

The item rated in the top two importance categories by the lowest percentage of

potential consumers was whether the tire can by regrooved (24 percent).

3.2.10 Sources of Information For Individuals Planning To Buy Tires

Potential consumers were asked where they would look for information about selected

FMVSS, UTQGS, and other items (Q 23). Few of the prospective buyers knew

UTQGS information could be found on tires. Thirty five or less percent of the

respondents knew that any of the UTQGS ratings was imprinted on tires. Fifty or

more percent knew that information about seven of the eleven FMVSS items were on

tires. More respondents said they would request information about UTQGS terms

from sales people than would look for it on tires (40 percent vs 32 percent). See

Table 3-12.

3-25
TABLE 3-12

PERCENT OF POTENTIAL CONSUMERS WHO REPORTED WHERE THEY WOULD

LOOK FOR INFORMATION ABOUT SELECTED FMVSS, UTQGS,

AND OTHER TERMS

(n = 140)

TERM

UTQGS

TIRESOURCE OF INFORMATION'

TAG/ SELLER OTHER

LABEL

PERCENT"'

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

33

35

28

45

73

54

76

94

27

59

51

74

44

14

72

31

25

14

9

14

11

10

12

11

7

9

7

4

9

8

8

7

10

10

10

14

11

13

17

10

39

41

39

41

34

41

29

30

40

30

31

34

27

40

41

45

37

60

65

58

34

29

31

26

20

24

20

18

26

24

21

22

21

26

21

31

28

29

27

35

Some respondents cited more than one source.

Includes respondents who spontaneously cited tires and said

information

being on tires.

Percents are rounded to the nearest whole number.

'yes' when questioned directly about

3-26
3.2.11 Knowledge of UTQGS Terms and Codes

All 509 respondents were asked to answer three multiple choice questions to

determine if they knew the definitions of temperature resistance rating (Q 25), traction

rating (Q 26), and the relative rankings of the traction rating codes "A" and "C." (See

Appendix A.) Each question had four possible choices. Each question had four

possible choices. Of the 509 interviewees,

o 64 percent selected the correct definition of temperature resistance rating;

o 43 percent selected the correct definition of traction rating;

o 61 percent knew tires rated "A" would have better traction than tires rated

"C."

3.3 Purchasers of Tires for Fleets of Motor Vehicles

3.3.1 Purchasing Practices

Of the 99 respondents who answered the question about the method used to

purchase replacement tires for the fleets,

o 66 percent purchased replacement tires for each vehicle individually, as needed;

o 16 percent purchased replacement tires in wholesale quantities;

o 15 percent purchased tires as needed and in wholesale quantities;

o 3 percent purchased tires in some other way.

Of the 31 respondents who always or on occasion bought tires in wholesale

quantities,

3-27
o 61 percent always bought from tire wholesalers;

o 23 percent always bought directly from the manufacturer;

o 10 percent always bought from retail stores that specialized in tires;

o 3 percent always bought from service stations.

Seventy four percent had contracts with one or more tire sellers who provided their

firms with replacement tires.

All 100 buyers were asked how they picked tire sellers.

o Forty three chose on the basis of competitive bidding on standard specifications.

o Twenty allowed individual tire buyers to choose sellers.

o Twelve rotated the sellers among a predetermined list.

o Seven allowed leasing companies to choose sellers.

o Five had national accounts.

o Thirteen had other approaches.

3.3.2 Reasons for Purchasing Tires

The reason for purchasing replacement tires cited most frequently was excessive

treadwear. Fifty two respondents purchased almost all their tires because of

excessive treadwear; an additional 36 purchased more than half their tires because

of excessive treadwear. (See 3, p. 120, for more detailed information.)

Q 6 of the interview asks what, if any, instructions are given to tire dealers about the

types of tire and tire characteristics, other than size, in which the respondent is

interested. The types of tires and characteristics most frequently mentioned without

interviewer assistance were all weather (n = 20), radial (n = 17), and treadwear rating

(n = 14). (See Table 3-13.)

3-28
TABLE 3-13

TERM

PERCENT OF BUYERS OF TIRES FOR FLEETS OF VEHICLES WHO

SPONTANEOUSLY MENTIONED UTQGS, FMVSS, AND OTHER

INFORMATION THEY WANTED PRIOR TO PURCHASING TIRES

AND WHO KNEW THE INFORMATION WAS LOCATED ON TIRES

(n = 1OO)

Treadwear Rating

Traction Rating

Temperature Resistance Rating

INFORMATION

DESIRED

14

0

2

PERCENT'

ON TIRE

12

0

2

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type or Tubeless

DOT Certification

Regroovable

OTHER

All-Weather

Puncture Resistance

Self-Sealing

Warranty

Price

Maintenance Information

1

17

5

8

21

10

2

4

2

1

0

20

0

1

0

5

2

0

13

3

8

20

8

2

3

2

1

0

13

0

1

0

0

1

' Percents are rounded to the nearest whole number.

3-29
3.3.3 Awareness of Information Molded Into Tires

The respondents who mentioned UTQGS, FMVSS, and other surveyed terms were

further questioned about whether information about those terms is imprinted on tires

(Q 7). Thirteen of the 17 respondents (76 percent) thought radial information was

imprinted on tires; 12 of 14 (86 percent) thought tread wear rating was imprinted on

tires. (See Table 3-13.)

3.3.4 Information Rated Important in Tire Purchase Decisions

Table 3-14 summarizes the items of information rated as being important or very

important in tire purchase decisions. Two UTQGS ratings, namely traction and

treadwear, were rated in the two highest importance categories by more than 60

percent of the respondents. Items of information rated in the top two importance

categories by more than 60 percent of the tire buyers for fleets of passenger vehicles

were:

o whether the tire is radial (78 percent),

o whether the tire is tube or tubeless (71 percent),

o maximum load rating (68 percent),

o traction rating (67 percent),

o number of plies (64 percent),

o material in belts (63 percent),

o treadwear rating (62 percent).

3-30
TABLE 3-14

PERCENT OF BUYERS FOR FLEETS OF VEHICLES WHO RATED UTQGS AND

SELECTED FMVSS INFORMATION AS BEING IMPORTANT

IN TIRE PURCHASE DECISIONS

(n = 1OO)

INFORMATION PERCENT'

UTQGS

Treadwear Rating 62

Traction Rating 67

Temperature Resistance Rating 41

FMVSS

Tire Body Material 57

Radial 78

Belt Material 63

Number of Plies 64

Speed Restriction 43

Maximum Load Rating 68

Load Range Rating 57

Tube-Type or Tubeless 71

DOT Certification 52

Regroovable 5

Percents are rounded to the nearest whole number.

3.3.5 Sources of Information Rated Important in Tire Purchase Decisions

Respondents were asked to rate the importance of eight sources of information in

deciding which tires were best for their purposes (Q 9). The two resources mentioned

by the most respondents were:

3-31
o prior personal experiences with specific brands or types of tires (79 percent),

o publications circulated through fleet administrators' organizations (57 percent).

The sources rated in the two highest importance categories by the lowest percentages

of respondents were tire catalogs distributed by publishers not affiliated with tire

manufacturers (22 percent) and tire information published by individual tire

manufacturers (28 percent). (See Table 3-15.)

TABLE 3-15

PERCENT' OF BUYERS FOR FLEETS OF VEHICLES WHO

RATED SELECTED SOURCES OF INFORMATION AS

BEING IMPORTANT IN LEARNING ABOUT TIRES

(n = 100)

SOURCE PERCENT

Publication of Fleet Administrators' Organizations 57

Federal Government publications 47

Tire Evaluations Published by Consumer Organizations 49

In-House Reports 50

Tire Catalogs NOT from Tire Manufacturers 22

Tire Manufacturer Information 28

Information on Tire Body 46

Prior Personal Experience 79

' Percents are rounded to the nearest whole number.

3-32
3.3.6 Knowledge of UTQGS Terms and Codes

All respondents (buyers for fleets of vehicles, tire sales people, and tire repairers and

retreaders) were asked to answer at least two multiple choice questions about the

definitions of temperature resistance rating, traction rating, and the relative rankings

of the traction rating codes "A" and "C." Of the 100 buyers of tires for fleets of

passenger vehicles,

o 69 percent selected the correct definition of temperature resistance rating;

o 34 percent selected the correct definition of traction rating;

o 58 percent knew tires rated "A" have better traction than tires rated "C."

3.3.7 Unnecessary and Misleading Information on Tires

Respondents were asked if there is unnecessary or misleading information imprinted

on passenger car tires (Q 13). Twenty individuals responded 'yes.' (See Appendix

B, pp. B-1, B-2.) Twelve of the comments concerned the difficulty of understanding

the information imprinted on tires. For example, comments were made such as

'terms...are difficult to understand,' and '...spell out codes.' One respondent

addressed the unreliability of ratings, another, manufacturer inconsistency, and a

third, the difficulty of reading some of the information imprinted on tires.

3.3.8 Desirable Information

Respondents were asked if there is information they would like to have but have

difficulty finding (Q 14). Thirteen individuals responded 'yes.' (See Appendix B, pp.

B-1, B-2.) Three individuals said the tire pressure or plies are difficult to find and

should be (written) bigger; two wanted information that would enable them to

compare tires or brands; two mentioned DOT specifications or a Federal government

3-33
quality product list; one wanted to know tire performance related to specific types of

vehicles.

3.4 Tire Sellers

3.4.1 General Information

Respondents were asked to estimate the number of passenger vehicle tires they sell

in a typical week.

o Fifty two (48 percent) sold fewer than 50 a week,

o Forty two (39 percent) sold between 50 and 200 tires a week,

o Thirteen (12 percent) sold between 200 and 500 tires a week,

o One (1 percent) sold more than 500 tires a week.

In terms of outlet type,

o the greatest percentages of manufacturer retail outlets (63 percent), department

stores (58 percent), and independent tire dealers (44 percent) sold between 50

and 200 tires a week;

o the greatest percentage of service stations (96 percent) sold less than 50 tires

a week. (See Table 3-16.)

3-34
TABLE 3-16

PERCENT' OF OUTLET TYPES CATEGORIZED BY THE ESTIMATED NUMBER OF

PASSENGER CAR TIRES SOLD IN A WEEK

(n = 108)

ESTIMATED NUMBER

OF TIRES SOLD/WK

Less Than 50

Between 50 and 200

Between 200 and 500

More than 500

GENERAL

TIRE

STORE

(n = 4l)

39

44

15

2

OUTLET TYPE

MFR

OUTLET

(n = 19)

21

63

16

0

SERVICE

STATION

(n = 27)

PERCENT

96

4

0

0

DEPT

STORE

(n = 19)

21

58

21

0

OTH

<n = :

100

0

0

0

' Percents are rounded to the nearest whole number.

In regard to the number of outlets selling tires to buyers for fleets of passenger

vehicles,

o 32 (30 percent) do not sell to buyers for fleets;

o 59 (55 percent) reported that fleet sales account for less than 25 percent of

total sales;

o 17(16 percent) reported that fleet sales account for more than 25 percent of

their total sales. Their breakdown by outlet type is 8 (20 percent) of the

independent tire dealers, 3 (16 percent) of the manufacturer outlets, 2 (10

percent) of the department stores, and 4(15 percent) of the service stations.

3-35
3.4.2 Sales Staff Expertise

Respondent perception of consumer reliance on sales staffs' expertise is very high.

Of the 76 individuals who sell tires to fleets, 56 (74 percent) thought professional

buyers rely at least somewhat on staff expertise. Comparable numbers for

nonprofessional buyers are even higher. Ninety six (89 percent) of the 108

respondents thought nonprofessional buyers rely at least somewhat on sales staff.

An effort was made to determine whether in fact sales staff had been educated about

tires (Q 8). Eighty three (77 percent) of the respondents said that members of their

sales staffs have received training related to tire quality, tire safety, or federal safety

standards. Of the 83 respondents whose staffs received some instruction,

o 77 (93 percent) received training from a tire manufacturer;

o 32 (39 percent) received training from the respondent's firm;

o 5 (6 percent) received training from a technical school;

o 3 (4 percent) received training from a state agency;

o 1(1 percent) received training from a federal agency;

o 7 (8 percent) received training from some other type of institution.

3.4.3 Advertising

The interviewer read aloud nine ways a retailer might advertise his tires to the public,

and asked the respondents to indicate which of them were used by his company

(Q5).

o Sixty five (60 percent) advertised in newspapers.

o Forty one (38 percent) advertised in the yellow pages of phone books.

o Forty (37 percent) constructed floor displays in stores.

3-36
(Respondent numbers and percents add to more than 108 and 100 respectively

because respondent firms engaged in more than one method of advertising.)

The lowest percentages of respondent firms engaged in the following advertising

activities: newspaper inserts (14 percent), cross selling of tires to customers

shopping for other items (15 percent), and direct mail advertising (18 percent).

Table 3-17 summarizes the advertising methods favored by different outlet types.

The highest percentages of outlet types engaging in various advertising practices

follow.

o The highest percentages of independent tire dealers and manufacturer retail

outlets advertised in newspapers (66 percent and 68 percent respectively),

and the yellow pages of telephone books (51 percent and 42 percent).

o The highest percentage of department stores advertised in newspapers

(89 percent) and floor displays (84 percent).

3-37
TABLE 3-17

PERCENT' OF OUTLET TYPES WHICH USE SELECTED ADVERTISING METHODS

(n = 108)

OUTLET TYPE

ADVERTISING

METHODS

GENERAL

TIRE

STORE

(n=41)

MFR

OUTLET

<n = 19)

SERVICE

STATION

(n = 27)

PERCENT"

DEPT

STORE

(n = 19

OTHER

(n = 2)

Newspaper Ads

Radio

Television

Newspaper Inserts

Direct Mail

Yellow Pages

Store Floor Displays

Cross Selling to Shoppers

Buying Other Items

Mfrs' Brochures

Other

66

37

20

5

15

51

24

7

12

34

68

37

16

21

26

42

32

5

5

32

30

22

4

0

4

30

30

18

26

22

90

32

42

47

37

21

84

32

58

21

0

0

0

0

0

0

0

50

0

0

Percents are rounded to the nearest whole number.

Percents total more than 100 because individual firms engaged in more than one method of advertising.

As regards advertising methods by sales volume, the one firm which sells more than

500 tires a week does not use any of the advertising methods targeted for study.

Fewer than 37 percent of the firms selling less than 50 tires a week engaged in any

of the examined methods.

In regard to FMVSS, UTQGS, and other data, respondents were asked what

information is always, sometimes, or never included in their firms' advertising. The

items of information always mentioned by the highest percentage of respondents

3-38
were:

o whether the tire is radial (86 percent),

o price (78 percent),

o brand or manufacturer name (77 percent),

o whether the tire is all weather (75 percent).

The items of information never mentioned by the highest percentage of respondents

were:

o whether the tire can be regrooved (96 percent),

o whether the tire is self-sealing (84 percent),

o DOT certification (71 percent).

UTQGS ratings were mentioned in advertisements at least some of the time by

2between 41 percent (for temperature resistance rating) and 55 percent (for

treadwear rating) of the respondents. (See Table 3-18.) Other nonmandated items

of information regularly addressed in advertisements concerned tire appearance

(11 firms) and quality, performance, and service (11 firms). (See Appendix B,

pp. B-3, B-4.)

3-39
TABLE 3-18

PERCENT' OF TIRE SELLERS WHO ALWAYS, SOMETIMES, OR NEVER

ADVERTISED UTQGS, SELECTED FMVSS AND OTHER INFORMATION

(n = 97)

INFORMATION FREQUENCY OF MENTION

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance

Rating

FMVSS

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

DOT Certification

Regroovable

OTHER

All-Weather

Self-Sealing

Warranty

Price

ALWAYS SOME

23

19

13

24

86

41

24

77

25

10

24

14

1

75

6

56

78

TIMES

PERCENT

32

28

28

35

8

31

39

18

32

40

38

14

3

21

10

32

14

NEVER

45

54

59

40

6

28

37

5

43

50

38

71

96

4

84

12

7

Percents are rounded to the nearest whole

number.

3-40
3.4.4 Information Perceived as Important to Consumers

Respondents were asked to rate the importance of 10 FMVSS and three UTQGS items

in the typical tire buyer's purchase decision. Two of the UTQGS ratings were

perceived as being important or very important to consumers by more than 50 percent

of the tire sellers. The items rated in the top two importance categories by the

highest percentage of respondents were:

o whether the tire is radial (89 percent),

o treadwear rating (59 percent),

o traction rating (57 percent),

o whether the tire is tube or tubeless (56 percent).

Table 3-19 enumerates selected FMVSS and UTQGS items rated as being important

or very important to consumers in tire purchasing decisions.

3-41
TABLE 3-19

PERCENT' OF TIRE SELLERS WHO RATED UTQGS AND SELECTED FMVSS

INFORMATION AS BEING IMPORTANT OR VERY IMPORTANT TO CONSUMERS

(n = 108)

INFOMATION PERCENT

UTQGS

Treadwear Rating 59

Traction Rating 57

Temperature Resistance Rating 35

FMVSS

Tire Body Material 45

Radial 90

Belt Material 44

Number of Plies 43

Speed Restriction 43

Maximum Load Rating 48

Load Range Rating 43

Tube-Type/Tubeless 56

DOT Certification 36

Regroovable 9

' Percents are rounded to the nearest whole number.

3-42
3.4.5 Awareness of Information Molded Onto Tires

Respondents were asked to state whether information about the previously mentioned

FMVSS and UTQGS terms are imprinted on tires. With the exception of tire

regroovability (20 percent) and speed restriction (65 percent), at least 80 percent of

all respondents knew that information about the survey terms is imprinted on tires.

(See Table 3-20.)

TABLE 3-20

PERCENT' OF TIRE SELLERS WHO KNEW UTQGS AND SELECTED

FMVSS INFORMATION IS IMPRINTED ON TIRES

(n = 108)

INFORMATION

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance

Rating

FMVSS

Tire Body Material

Radial

Beit Material

Number of Plies

Speed Restriction

Maximum Load Rating

Load Range Rating

Tube-Type/Tubeless

DOT Certification

Regroovable

GENERAL

TIRE

STORE

(n=41)

80

80

80

85

98

90

100

71

98

100

98

83

24

OUTLET TYPE

MFR

OUTLET

(n~19)

95

100

100

79

100

79

100

74

100

95

95

95

32

SERVICE

STATION

(n = 27)

PERCENT .

89

78

82

85

96

82

100

56

100

96

100

82

15

DEPT

STORE

(n = 19)

95

79

79

84

95

84

95

63

90

95

84

90

10

TO"

(n =

87

82

83

83

97

84

99

65

97

97

95

86

20

Percents are rounded to the nearest whole number.

3-43
3.4.6 Knowledge of UTQGS Terms and Codes

Of the 108 tire sellers,

o 78 percent selected the correct definition of temperature resistance rating;

o 84 percent knew tires rated "A: have better traction than tires rated "C."

3.4.7 Unnecessary and Misleading Information on Tires

Respondents were asked if there is unnecessary or misleading information imprinted

on passenger car tires. Twenty four of 108 individuals responded 'yes.' (See

Appendix B, pp. B-5, B-6.) Seventeen of the 24 thought one or more of the UTQGS

ratings were misleading and two thought ply information was confusing. Specifically,

four respondents characterized all three UTQGS ratings as being misleading; nine cited

treadwear, two traction and temperature, and two unspecified ratings. Seven

interviewees said tires should be rated according to industry wide standards so that

(genuine) comparisons could be made among the products of different manufacturers.

Two interviewees said consumers are being deceived into thinking tires are rated by

the government rather than the manufacturers.

3.4.8 Desirable Information

Respondents were asked if there is information about tires they would like to have but

have difficulty finding. Nine of the respondents answered in the affirmative. (See

Appendix B, p. B-7.) Two wanted to know who made the tire; one each wanted a

comparison of tire ratings, heat range and highest sustained speed, the minimum and

maximum allowable tire pressures, overall diameter and width, tire weight, and more

consumer analysis of tires for the public.

3-44
3.5 Repairers and Retreaders

3.5.1 General Information

Of the 100 firms who repair and/or retread tires for passenger cars,

o 71 repair tires for both fleets and individuals;

o 30 retread tires in their own shops;

o 29 acquire retreaded tires from outside sources;

o 52 sell retreaded tires to individuals;

o 39 sell retreaded tires to buyers for fleets;

o 26 sell retreaded tires to retail outlets.

3.5.2 Information Perceived Important In the Repair of Tires

The 96 individuals who worked for firms that repair tires were asked to rate the

importance of nine FMVSS, three UTQGS, and three other items of information in

determining whether a tire can be repaired safely. The items rated in the top two

importance categories by the highest percentages of respondents were:

o type of material in tire body (59 percent),

o speed restrictions (58 percent),

o maximum load rating (57 percent).

The items rated in the top two importance categories by the lowest percentage of

respondents were:

o all weather designation (14 percent),

o whether the tire can be regrooved (21 percent),

3-45
o tread wear rating (23 percent),

o traction rating (24 percent),

o temperature resistance rating (26 percent).

(See Table 3-21.)

Other items mentioned by respondents as being important in the determination of

safe tire repairability concerned location of tire injury (n = 2), type of injury (n = 2), and

the condition of the tire (n = 1).

3.5.3 Information Perceived Important in Retreading Tires

The 30 individuals who worked for firms that retread tires were asked to rate the

importance of the same FMVSS, UTQGS, and other items of information rated by the

tire repairers, in determining whether a tire can be retreaded safely. The items rated

in the top two importance categories by the highest and lowest percentages of

respondents were the same as those for repair, namely,

o speed restrictions (60 percent),

o type of material in body (57 percent),

o maximum load rating (53 percent).

3-46
The items rated in the top two importance categories by the lowest percentage of

respondents were:

o all weather designation (7 percent),

o whether the tire can be regrooved (13 percent),

o traction rating (17 percent),

o temperature resistance rating (17 percent),

o treadwear rating (20 percent).

(See Table 3-21.)

Other items mentioned by respondents as being important in the determination of safe

tire retreadability concerned tire condition (n = 3), and number, type, and location of

punctures (n = 2).

3-47
TABLE 3-21

PERCENTS' OF TIRE REPAIRERS AND TIRE RETREADERS WHO PERCEIVED

UTQGS, SELECTED FMVSS, AND OTHER INFORMATION IMPORTANT IN

THE REPAIR OR RETREAD OF TIRES

INFORMATION

UTQGS

Treadwear Rating

Traction Rating

Temperature Resistance Rating

FMVSS

FOR REPAIR

(n = 96)

FOR RETREAD

(n=3O)

23

24

26

Tire Body Material

Radial

Belt Material

Number of Plies

Manufacturer/Brand

Speed Restriction

Maximum Load Rating

Load Range Rating

Regroovable

OTHER

All Weather

Puncture Resistant

Self Sealing

59

45

43

41

29

58

57

46

21

14

29

35

PERCENT

20

17

17

57

47

43

37

50

60

43

43

13

7

27

30

Percents are rounded to the nearest whole number.

3-48
3.5.4 Awareness of Information Molded Onto Tires

Respondents were asked to state whether information about the previously mentioned

terms are imprinted on tires. With the exception of tire regroovability (59 percent),

at least 75 percent of all respondents knew that information about the required items

is imprinted on tires. (See Table 3-22.)

TABLE 3-22

PERCENT' OF TIRE REPAIRERS AND RETREADERS WHO KNEW UTQGS,

SELECTED FMVSS, AND OTHER INFORMATION

IS IMPRINTED ON TIRES

(n = 96)

INFORMATION PERCENT

UTQGS

Treadwear Rating 84

Traction Rating 78

Temperature Resistance Rating 78

FMVSS

Tire Body Material 83

Radial 100

Belt Material 79

Number of Plies 98

Manufacturer/Brand 96

Speed Restriction 77

Maximum Load Rating 98

Load Range Rating 96

Regroovable 59

OTHER

All Weather 97

Puncture Resistant 47

Self Sealing 56

Percents are rounded to the nearest whole number.

3-49
3.5.5 Advertising

Respondents were asked if their advertisements deal specifically with retreaded tires.

Twenty six (44 percent) of the 59 companies that sell retreaded tires answered in the

affirmative. Respondents were then queried about the use of FMVSS, UTQGS, and

other required information in their advertisements about retreaded tires.

o Six (12 percent) mentioned FMVSS.

o Four (8 percent) mentioned UTQGS.

o Five (10 percent) mentioned other state or federal standards, regulations, codes,

approvals or requirements.

3.5.6 Sales Staff Training

Respondents were asked if any members of their sales staffs had received training

related to tire quality or safety, or Federal quality or safety standards. Of the 84

respondents who answered in the affirmative,

o 72 (86 percent) were trained by tire manufacturers;

o 68 (81 percent) were trained by the respondent's firm;

o 36 (43 percent) were trained in a technical school;

o 2 (2 percent) were trained by a state agency;

o none were trained by a federal agency;

o 21 (25 percent) were trained in some other types of institutions such as tire

associations (n = 10), and other businesses (n = 6).

3-50
3.5.7 Knowledge of UTQGS Terms and Codes

Of the 100 tire repairers and retreaders,

o 87 percent selected the correct definition of temperature resistance rating;

o 86 percent knew tires rated "A" have better traction than tires rated "C."

3.5.8 Unnecessary or Misleading Information on Tires

Fifty two respondents replied that there is unnecessary or misleading information

imprinted on car tires. (See Appendix B, pp. B-8, B-9.) The greatest number of

comments concerned one or more of the UTQGS ratings. Thirty four respondents

commented on the non comparability, obscurity, or inaccuracy of the UTQGS ratings.

Specifically, ten respondents characterized all three UTQGS ratings as being

misleading, 16 tread wear, five temperature, four traction, and five unspecified ratings.

(The sum is greater than 34 because some respondents named more than one item.)

Statements were made such as the ratings were inaccurate, not standard, not equal,

company tested, confusing (etc.). In addition, four respondents said the ply

information was confusing or misunderstood.

3.5.9 Desirable Information

Respondents were asked if there is information about tire characteristics they would

like to have but have difficulty finding. Eighteen individuals answered in the

affirmative. (See Appendix B, p. B-10.) Four individuals were concerned with the

incomprehensibility of different codes, three with the small size of the printing on

tires, two with the country of manufacture, and one each with insufficient information

about tire dimensions, construction, content, and lack of federal standards for

retreaded tires.

3-51
CHAPTER 4

DISCUSSION OF FINDINGS

The Uniform Tire Quality Grading Standards of the Consumer Information Regulations

(575.104) and the tire labeling sections of the Federal Motor Vehicle Safety Standards

(109, 117, 119) require tire manufacturers to permanently mold into tires information

related to relative tire performance and safety. To aid consumers in making informed

choices when purchasing passenger car tires, the UTQGS sets forth grading

procedures and labeling requirements that indicate the relative performance of

passenger car tires in relation to treadwear, traction, and temperature resistance. The

FMVSS sets forth labeling requirements about passenger car tire characteristics (size,

cord material, number of plies in sidewaH and tread area, tubeless or tube type, radial),

conditions of use (maximum permissible inflation pressure, maximum load rating), plus

the manufacturer or brand name and the DOT certification symbol.

The FMVSS labeling requirements for passenger car tires are akin to the contents

labels on food, clothing, appliances, etc. FMVSS information enables consumers to

verify that the representations being made about tires are true. The information

further enables consumers to learn the proper conditions for use of the tires, and to

make certain the tires meet federal safety standards.

The information required by the UTQGS is used by up to one fourth of the consumers

in the manner specified by the regulation. That is, up to one fourth understand and

use the UTQGS treadwear and traction codes to compare the relative performance of

different tires. Still, many consumers consider information about treadwear and

traction important and desirable.
The rest of this chapter contains more discussion about the effectiveness of the

UTQGS and how it measures up to the goals specified in the regulation.

4.1 Perceived Importance of UTQGS Information

The UTQGS information addresses at least two consumer concerns, namely, tire

wearability and safety. The treadwear and temperature resistance ratings address tire

wear rates and safety; the traction ratings address tire safety. However, only two

traits, treadwear and traction, were mentioned consistently by respondents as being

important in assisting consumers in making informed choices.

Recent and soon-to-be purchasers of tires differed in the amounts of information they

considered important when choosing the proper tire. Far greater proportions of

potential, than recent, consumers rated substantially more items of information

important (see Table 3-11). The reasons for the differences between recent and likely

tire purchasers may be deduced as follows. Given that the only difference between

the groups was temporal tire needs vis-a-vis the NHTSA-contracted survey, a large

proportion of the recent consumers did not have information they originally wanted

at the time of tire purchase. Because the recent buyers apparently made their

decisions based on information that was easy to understand and readily available at

the time of purchase, relatively few factors influenced their choices.

The surveyed tire sellers thought traction and treadwear ratings were important to

consumers. Between 13 and 23 percent of the respondents reported advertising

UTQGS grades all the time, while between 45 and 59 percent reported never

advertising them (Table 3-18). However, dealers sometimes publicize other kinds of

information pertaining to tire wear. For example, in the April 28, 1991 edition of The

Washington Post, three companies published one of the following dealer warranties

related to treadwear expressed in miles, namely, "tread wear" warranty, "wearout"

warranty, and "miles" warranty. (See Appendix C.)

4-2
It is interesting to note that much of the information sellers reported advertising all the

time was frequently cited as having been important in recent tire purchase decisions.

Three of the four items of information regularly appearing in advertisements were

rated in the two highest importance categories by approximately half or more of the

recent tire purchasers. The items were radial, price, and all weather designation

(Tables 3-11, 3-18).

4.2 Location and Recognition of UTQGS Codes

Requiring information to be on tires assures that the information is located where

consumers normally look. Consumers use the tires themselves as sources of

information about tires more frequently than they use any other source. Almost three

quarters of the individual consumers examined the old tires already on their vehicles

as well as tires like the new ones they were about to purchase. Only 43 percent of

recent consumers engaged in the second most frequent information seeking behavior

prior to purchasing tires, namely, reading the vehicle owner's manual (Section 3.2.2).

Thus, if consumers know what information they want and how to interpret it, they

are most likely to see it if it is on tires.

Between 15 and 26 percent of the surveyed consumers (recent and likely), knew that

one or more UTQGS ratings is imprinted oh tires (Section 3.2.4). It is assumed that

the remaining consumers do not recognize that information about tire traits they desire

(treadwear and traction) is available to them in the place where they normally look,

even though about half of the individual consumers identified the correct definitions

of UTQGS terms and codes in a multiple choice situation (Section 3.2.11).

Using fabricated terms in surveys of this kind is standard operating procedure (Section

2.1.2). The responses made to fabricated terms enable the surveyor to determine

approximately how many respondents are giving a socially desirable answer or are

4-3
uninformed. The findings that 66 percent of the respondents thought they recognized

a term consisting of two familiar words ("safety" and "rating"), while only 6 percent

recognized the other term consisting of more obscure words ("consolidation" and

"ratio"), indicate most respondents answered questions truthfully.

Although most individual consumers said they had heard of treadwear and traction

ratings, most also said they had heard of the fabricated term "safety rating" (Section

3.2.3, Table 3-1). Therefore, consumer recognition of the UTQGS terms "treadwear

rating" and "traction rating" is questionable.

Seventy four and sixty five percent of consumers claimed to recognize treadwear and

traction ratings, respectively. The numbers of respondents reporting they would look

for information about the two UTQGS and one fabricated ratings on tires was

treadwear rating - 22 percent, traction rating - 26 percent, and safety rating - 20

percent. (See Section 3.2.4, Table 3-4.) On the other hand, a majority of the

consumers who had heard of the FMVSS terms also knew information about them is

imprinted on tires (Sections 3.2.3, 3.2.4, Tables 3-1, 3-4).

If respondents had both heard of a term and knew information about it is found on

tires, they probably were familiar with that term. If respondents thought they had

heard of a term, but did not know information about it is found on tires, they probably

were not familiar with the term. Thus, it can by hypothesized the most consumers

recognized the terms "treadwear," "traction," and "safety," while possibly not

comprehending their significance as UTQGS terms when the word "rating" was

attached to them.

4-4
4.3 Use of UTQGS Information

Up to one fourth of the individual and occupational consumers used UTQGS

information when choosing tires (Sections 3.2.5 and 3.3.4). When consumers did not

understand something, they tended to seek guidance from sales people (Sections

3.2.4, 3.4.2), of whom 16 percent stated that UTQGS grades are unreliable or

misleading (Section 3.4.7).

UTQGS ratings are not used by tire repairers and retreaders. Only 26 percent or less

of those surveyed thought any of the UTQGS grades would assist them to either

repair or retread tires (Sections 3.5.2 and 3.5.3).

4-5
Appendices

An Evaluation of the

Uniform Tire Quality Grading Standards

and other

Tire Labeling Requirements
Appendices

Appendix A: Survey Instruments

Appendix A-1: Individual Tire Consumers

Appendix A-2: Buyers of Tires for Fleets of Vehicles

Apendix A-3: Tire Sellers

Appendix A-4: Tire Repairers/Retreaders

Appendix B: Verbatim Responses of Interviewees

Appendix B-1: Buyers of Tires for Fleets of Vehicles

Appendix B-2: Tire Sellers

Appendix B-3: Tire Repairers/Retreaders

Appendix C: Advertisements for Replacement Tires
Appendix A

Survey Instruments

A-1
Appendix A-1

Survey Instrument

Individual Tire Consumers

A-2
NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION OMB CONTROL NO.

U.S. DEPARTMENT OF TRANSPORTATION EXPIRATION DATE:

TIRE PURCHASERS SURVEY:MVSS AND UTOGS CONTRACT # DTNH22-88-R-06007

INT: TALLY: RESPID

DATE: EDIT:

START: CODE: AREA CODE:

END: ENTER:

Hello, my name is , and I'm calling on behalf of the United

States Department of Transportation. We are conducting a national survey

concerning passenger car and light truck tires.

A. Does your household have a passenger vehicle, that is, a car or station

wagon, a sports car, a van or mini-van, a light truck, or a 4-wheel

drive or off-road vehicle designed to carry passengers?

CRITERION FOR "LIGHT TRUCK" IS LESS TEAM 10,000 POOHDS GROSS VEHICLE WIGHT.

IF NO, THANK AND TERMINATE; RECORD AS "NQ-AM ON SAMPLE SHEET.

I'd like to speak to the person who is responsible for buying tires for the

vehicles in your household. Would that be you?

IF MO, ASK TO SPEAK WITH THAT PERSON* IF HOT AT BOMB ARRARGS A CALLBACK.

IF MORE THAN OMB, ART OF THE TIRE DBCISIORMAKBRS MAT BB IRTBBVIBNBD.

WHEN THE TTRB-BOYIMG DECISIOMMAKER IS OH THE PBORB, RBPBAT IHTRO AMD

B. Do you or does anyone else in your household work for.. .

a tire manufacturer, wholesaler or retailer

a tire repairer or retreader

a service station or auto repair shop

a department store which sells tires

the U.S. Department of Transportation

a consulting firm dealing with the subject of tires

IT TBS TO AMY OF THE ABOVE, THAMK AMD TERMINATES RBO0BD AS "K&-B" 01 SAMPLE.

C. Have you purchased one or more replacement tires for a passenger vehicle

within the last six months?

.snr to Q.i, •Err PASS m COMTXI

D. How likely are you to purchase one or more passenger car replacement tires

in the next two months? Are you ...

very likely

not very likely

or not at all likely

->SKIF TO Q.13

somewhat likely

AS

A-3
1. in what month did you last purchase a tire for a passenger vehicle?

MONTH.. • JAN

01

FBB

02

MAR

03

APR

04

MAY

05

JUN

06

JUL

07

AUG

08

SEP

09

OCT

10

NOV

11

DEC

12

Were the tires you bought at that time...

new tires 1

retreaded tires 2

used tires, but not retreads..3

or something else

How many tires did you buy at the time of your most recent tire purchase?

CIRCLE ONE: 1 2 3 4 5 (or more)

For what type of passenger vehicle did you last buy tires?

STANDARD PASSENGER CAR, SEDAN, CONVERT, STA WGN 1

VAN OR MINI-VAN, LIGHT TRUCK 2

OFF-ROAD/4WD VEHICLE 3

SPORTS CAR 4

OTHER 5

5. What is the model year of that vehicle? 19

Approximately how many miles had that vehicle been driven at the time you

last bought tires? Would that be...

less than 5,000 miles 1 50 to 75 thousand 5

five to 10 thousand 2 * 75 to 100 thousand 6

10 to 25 thousand 3 over 100,000 7

25 to 50,000 4 [DK/HOT SOS ] .....8

Is this particular vehicle typially driven on unpaved roads more than about

10 percent of the time?

YES 1 MO 2

Which one of the following best describes the type of driving usually done

in that vehicle?

in-town stop-and-go driving 1

travelling at highway speeds 2

or some other type of driving:

3

A-4
9. The last time you bought a tire for that vehicle, at what type of store

did you buy it? Was it...

a gasoline or service station 1

a department store or national chain, such as Sears,

K-Mart or Montgomery Ward 2

a store that sells only one brand of tires, such as

Goodyear or Firestone 3

a store that specializes in tires, but sells many different

brands 4

or some other type of store or outlet 5

10. What made you decide to buy a tire/tires at that particular time?

[DO NOT READ LIST]:

EMERGENCY (BLOW-OUT, FIAT, ETC.) 01

STATE INSPECTION FAILURE 02

TREAD WAS WORN DOWN 03

DUE FOR A ROUTINE REPLACEMENT (AGE, MILEAGE, ETC.)...04

ADVICE OF A CAR SPECIALIST 05

ADVICE OF FRIEND, RELATIVE, ETC., NOT CAR SPECIALIST.06

SAFETY CONSIDERATIONS 07

NO SPECIAL REASON 08

OTHER 09

11. Which, if any, of the following things did you do before buying a tire?

Did you...

IBS HO DC/MS

read advertisements for tires in the newspaper 1 2 9

listen to or watch a radio or TV commercial for tires....1....2....9

read about tires in a newspaper, magazine, or

consumer publication 1... .2... .9

ask advice from a car-care specialist such as a mechanic

or someone in a service station 1....2....9

ask advice from someone at the dealership where you

bought the vehicle 1 2 9

ask advice from more than one person who sells tires 1....2....9

ask advice from a relative, friend or co-worker about

their experiences with tire buying.... 1....2....9

read a government pamphlet about tires 1....2....9

read a pamphlet prepared by a tire manufacturer 1....2....9

read your vehicle's owner's manual about tires for

that particular vehicle 1 2... .9

examine the tires that were already on the vehicle for

information to help in the purchase decision 1....2....9

shop at more than one store before buying. 1....2....9

12. The last time you bought a tire, did you actually look at the tire you

bought, or one just like it, before it was put on your car?

YES 1 NO 2 DK/HS 3

A-5
13. Thar* are a number of terms that are used to describe the characteristic* of passenger

vehicle tires. Some of these stay be familiar to conswers, while others may not be as

familiar. I'm going to read a list of tire characteristics and I'd like you to tell

me if you have ever heard the term used in regard to replacement tires for passenger

cars.

14. FOR EACH ITEM RECOGNIZED, ASK: Where would you look for information on this item about

a specific tire that you were considering buying? PROBE: Anywhere else?

IS. IF "TIRE" IS NOT MENTIONED AS A SOURCE OF INFO, ASK: To the best of your knowledge,

there information about this item anywhere on the tire itself?

is

Q.13.HEARD OF? JQ.14.SOURCES OT INFO

YES NO

TIRE

TAG/

LABEL

BROCHURE

TZRE

SELLER

Q.15. IS INFO

OH TIRB?

OTHER YES NO OK

tube-type or tubeless 1 2

traction rating 1 2

maximum load rating 1 2

maximum inflation pressure 1 2

consolidation ratio 1 2

cord material, such as polyester 1 2

tire siie 1 2

bias-ply 1 2

treadwear rating 1 2

safety rating 1 2

temperature resistance rating.. 1 2

radial-ply 1 2

whether the tire is regroSvable 1 2

1

1

1

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

4

4

4

S

S

5

5

5

5

5

S

5

5

5

5

5

1

1

1

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

3

3

3

HAVB > » NOT « < .Y, SKIP ID Q.21

A-6
16. The last time you bought tires, before deciding which tire or tires to buy, what Information,

if any, did you get from either what is imprinted on the body of the tire or provided on a tag

or sbel attached to the tire? rOR EACH ITEM MENTIONED, ASK: Did you gat that information from

the tire itself, or from a tag or label attached to the tire? RECORD AS EITHER "1" OR *2" UNDER

Q.17, BELOW.

17. In addition to the information you just named, did you get any other Information about the tire

from the tire seller before you made your purchase decision? RECORD AS "3" UNDER Q.17, BELOW.

IB. ASK ONLY FOR THOSE H7T MENTIONED IK Q.16: Did you have information about any of the following

items when you made your decision as to which tire to buy? RECORD 01DKR *AIDED,* BELOW.

19. FOR EACH ONE CHECKED UNDER "AIDED" ASK: Did you get that information from the body of the tire itself,

from a label or tag attached to the tire, from the tire seller, from a tire placard inside the

vehicle, or from some other source?

.20. ASK FOR ALL THOSE CHECKED UNDER Q.16 OR Q.18:

I'm going to read back the list of items you said you were aware of when you

made your tire purchase. For each of those items, I'd like you to tell me how important that

item was in influencing your purchasing decision. Please use a scale from 1 to 5, where 1

means it was not at all important and 5 means it was very important in your decision.

First, what about...

Q.16 Q.17 Q.1B Q.19

ROTATE: jUNAIDED !

Material in the tire body! !

Type of belts in the tire|

(radial or non-radial) !

Material in the belts !

Number of plies 1

If this is an all-weather|

tire or not |

Brand or mfr's name \

Whether the tire is

puncture resistant

Speed restriction

Maximum load rating

Treadwear rating

Traction rating

Temp resistance rating

Load range rating

Tube type/usbeless

DOT certification

Whether the tire can )

seal itself if punctured!

Whether the tire can be

regrooved {

Warranty Information j

Price j

Maintenance information

TIRJK/TAG/SKLLER |

1

1

1

1

1

1

1

1

1 1

! l

! l

J I

! I

! I

! I

; I

! r

! i

; i

! I

2

2

2

2

2

2

• 2

2

2

2

2

2

2

2

2

2

2

2

2

2

3 I

3

3 '

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

AIDED! TIRE/TM:/SKI£Bt/PLACAK>/'O«Bt

1

1

1

1

1

1

1

1

1

1

1

1

1

1 1

! l

! l

! -i

! x

! I i

I i ii *

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

5

5

5

S

S

5

5

5

5

5

5

S

S

s

5

S

s

5

S

5

! Q.20.

! I

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! I

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! I

1 i

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| l

j l

; I

: i

: i

! i

1 1

1

1 1

! i

1 i

1 i

; i

X

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

morn

3

3

3

3

3

3

3

3

3

3

3

3

3 '

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

5

5

5

5

5

5

S

5

5

5

5

5

5

S

5

S

S

5

5

S

ALL SEE* CD Q.25

A-7
kSX Q.21-24 OKtT PO* 1KM WO EAV1 IDT

OJ. JTHSW JXlt TO Q..25.

: l. When shopping for * tire , what information would you like to have about the tire s that i n availabl e for your car co help yo

decide which to buy? PKOBBi Anything alsa? >BCBW) UB B "0..21 OmiDtB,*

: -. :'m going to read * li» t of tir e characteristics, including IO M of those you Juat aentioned. For aach ona I raad, pleasa

-el l m« how iaportant that particular itaei would ba in your dacltlon aa to which tira to buy. Plaaaa ua« a teal* of 1 to 5,

wnere 1 means the item la not at aJ.1 Important, and 5 Hi m i t la vary ijaportant. First, what about.. .

13. f t loino to read "he list onca more. This tina I'd like to know whara you would look for information about aach of the

it«i>9. Firat, what about... FKOBB roK OP TO TBRKB USPDmsi KBCOKD 0M9B1 Q.23, CaTLO*.

:*. ATTRR OOIIK TMHUm.8 TBS LIST, 00 BM3C TO BM3 XTBM TO* MICH TO RB3PO"MW 010 SOT NDfTIOl* T B TIM BOOT* AS A SO0M3 Or

IRPOKMATIOK. AJ*D ASK: To the beat of your Knowledge, Is there Information about (ITBH1 on the body of the tira?

Q.21 ! Q.22 IWUBAItt

ItJfvUDSD •

material, in the tir» body] [1 2 3 4 5

Q.23 IfiCATXOH OP IP*O

TUG/ rUCMO,

Tint UUKL SELUft VBIXCU

1 2 3 4

Q.24 IHPO OH TtRE?

6

K3

2

DK

3

Type ot belts in the tira

Iradial or non-radial) ! 1 2 3 4 5 9

Material in the belts 1 2 3 4 5 9

Number of plies

If "his is an allweather tir e or not 1 2 3

1 2 3

4 5

Srand 4 5 or mfr's name

whether the tire is

puncture resistant

Speed restriction

load ratinq

Treadvear rating

Traction ratinq

Temperature reslatance

ratinq

load ranqe ratinq

Tube type/tubeless

DOT certification

whether the tire can

seal itself if punctured!

4 5

! 1 i i

2 3 4 5 9 j 1

2 3 4 S 9 ! 1

Whether the tire can be

reqrooved ',

Warranty information J

2 3 4 5 9 i 1^

2 3 4 S 9 j 1

*ainten«nce info 2 3 4 S 9 J 1

A-8
The Department of Transportation would like to find out how well the general

public understands some of the terms that are used to describe motor vehicle

tires. I'm going to read brief definitions of a few of the terms used to desribe passenger car tires. For each term, please tell me which definition

best describes your understanding of that tern, whether it is definition A, B,

or c. If you don't know or are not sure, just say so, and we'll go on to the

next tern. First, what about...

25. Temperature Resistance Rating — is it...

A. the coldest temperature at which it is safe to use the tire;

3. the ability of the tire to resist a specific amount of heat before it

loses its shape or blows out;

C. the temperature at which the tire begins to leak air at an unsafe rate.

D. DK/NS

26. Traction Rating...is it...

A. the length of time a tire can hold its grip on ice tilted at a specified

angle of slope;

B. the ability of a tire to stop on wet pavement;

C. the time it takes a tire to stop from 60 miles per hour.

D. DK/NS

27. if there were two tires which were identical except that one had a

traction rating of A and the other a traction rating of C, which one

would you think had better traction^ the one rated A or the one rated C?

"A" WOULD HAVE BETTER TRACTION 1

"C" WOULD HAVE BETTER TRACTION 2

DON'T KNOW/NOT SORE 3

28. with regard to the Maintenance of the tires on your vehicle, how often

are your tires checked for such things as treadwear and inflation?

ONCE A WEEK OR MORE 1

1 - 3 TIMES A MONTH 2

6 TO 12 TIMES A YEAR 3

2 TO 5 TIMES A YEAR 4

LESS THAN THICK A YEAR 5

NEVER 6

28a. Do you check the tires yourself, or does someone else do it for

you?

SELF 1

OTHER 2

VARIES 3

A-9
Finally, I have a few questions about your household which will help us in

analyzing the results of this survey.

29. How many passenger vehicles, including passenger cars, passenger vans,

mini-vans, sports cars, light trucks, or off-road vehicles designed to

carry passengers, do the members of your household have access to for

everyday use?

30. How many licensed drivers are there in your household?

31. Please stop me when I read the category that includes your age.

under 18 1 45 to 54 5

18 to 24 2 55 to 64 6

25 to 34 3 65 or older 7

35 to 44 4 ———••—•••••• •

REFUSED.

32. Are you currently employed full-time, employed part-time, temporarily

unemployed, retired, a student, or not in the workforce at this time?

FULL-TIME 1 RETIRED 4

PART-TIME 2 STUDENT 5

UNEMPLOYED 3 NOT IN WORKFORCE.6

33. What was the highest grade in school that you have had the opportunity to

complete?

LESS THAN 8 YEARS 1

9-11 YEARS 2

HIGH SCHOOL GRAD/GED (12 YRS).... 3

SOME COLLEGE.TECH SCHOOL (13-15).4

COLLEGE GRAD (16) 5

MASTERS DEGREE (17-18) 6

BEYOND MASTERS (19+) 7

REFUSED 8

34. Which of the following best describes the racial or ethnic background of

your household? Is it...

white .1

black, but not hispanic 2

hispanic 3

Asian 4

Native American 5

or something else 6 1st Q.34*.

34a. How would you describe the racial or ethnic background of your

household?

A-tO
35. And finally, please stop

household's total incc

under $10,000 1

$10,000 to $19,999..2

$20,000 to $29,999..3

$30,000 to $39,999..4

$40,000 to $49,999..5

ae when I read the category that includes your

before taxes, in 1988. Has it...

$50,000 to $59,999 6

$60,000 to $69,999 7

$70,000 to $100,000 8

over $100,000 9

REFDSED/DK 0

That's all the questions I have. Thanks for your time and cooperation

A-11
Appendix A-2

Survey Instrument

Buyers of Tires

for

Fleets of Vehicles

A-12
NATIONAL HIGHWAY TRAFFIC ADMINISTRATION OMB CONTROL NO.:

O.S. DEPARTMENT OF TRANSPORTATION EXP. DATE:

FLEET TIRE BUYER SURVEY CONTRACT #DTNH22-88-R-06007

INT:

DATE:

START:

END:

TALLY:

EDIT:

CODE:

ENTER:

RESPID

AREA CODE:

ASK FOR PERSON NAMED ON SAMPLE LIST OR FOR THE PERSON IN CHARGE OF THE

ORGANIZATION'S VEHICLE FLEET.

Hello, I'm , calling from Decision DC, in Washington, DC,

on behalf of the US Department of Transportation, an agency of the federal

government. We are conducting a survey among individuals responsible for

purchasing replacement tires for vehicle fleets.

A. Does your firm own or lease passenger vehicles for use by its employees?

YES SKIP TO SCREENER C.

NO CONTINUE

B. Does your firm operate a fleet of vehicles for rental or lease to others,

either individuals or organizations?

YES CONTINUE

NO THANK AND TERMINATE

C. I need to speak with the person who is responsible for deciding what

replacement tires to purchase for any passenger cars, light trucks, and

passenger vans you might have in your fleet? Would that be you?

IF NOT THE RIGHT PERSON, GET A NAME AND PHONE NDMBBR FOB. THE RIGHT PERSON,

THEN THANK AND TERMINATE.

HHBN THE CORRECT PERSON IS ON THE PHONE, REPEAT THE INTRODUCTION AND

SCREBHBRS A TMROUUH C. THEN PROCEED AS FOLLOWS:

The survey has to do with the use, by tire buyers, of certain information

about tires that is regulated by Federal law. Your participation in the

survey is completely voluntary, and the information you provide to me will be

kept completely anonymous. Nothing you tell me will be ever be reported in any

way that will allow your individual responses to be identified with you or

with your employer. The OMB Control Number for this survey is ,

and the expiration date is ,. .

A-13
DOT/WTSA FLEET TIRE BUYERS SOKVBT/199O

1. Does your firm purchase replacement tires for fleet vehicles of any of the

following types? IF YES, ASK: Approximately how many vehicles of that type

are in the fleet?

TBS BO BOW MMY?

Passenger cars 1 2

Light trucks, under 10,000 pounds GVW...1 2

Full-size passenger vans, such as the

Ford Bconoline 1 2

Mini-vans, such as the Ford Aerostar,

Chevrolet Astro, Plymouth Voyager,

or others of that type 1 2

2. Which of the following best describes the method you use to purchase

replacement tires for the passenger vehicles in your fleet? Are they

purchased...

for each fleet vehicle individually, as needed 1 SKIP TO Q.3

in wholesale quantities 2 •

a combination of those two methods 3

or in some other way [DESCRIBE IN DETAIL BELOW] 4 SKIP TO Q.3

2a. How often do you buy tires for your fleet from each of the

following types of tire sellers? What about [READ FIRST TYPE

FROM LIST]? Would that be always, more than half the time, less

than half the time, or never?

V2 V2

tire manufacturer 1 2 3 4

tire wholesaler 1 2..... .3 4

retail store that

specialises in tires...1 2 3 4

department store 1 2 3 4

service station..............1.....2......3.....4

3. Does your firm have contracts with one or more tire sellers to provide

replacement tires for your fleet vehicles?

xss i no 2

A-14
4. How do you pick the tire sellers from whom you buy replacement tires?

Is that by...

competitive bidding on standard specifications 1

by rotating among a predetermined list of sellers 2

at the discretion of the individual tire buyer 3

or in some other way [DESCRIBE IN DETAIL BELOW] 4

I'm going to read a list of factors people might use to decide when to

replace a tire. For each factor, I'd like you to tell me whether or not

you replace tires on that basis. Do you ever replace tires because of...

[IF "NO," CIRCLE 4 FOR "NONE;" IF YES, ASKl:

About what proportion of the replacement tires you buy are bought for

that reason? Mould you say almost all, more than half, or less than half?

ALL THAU THAU

HALF HALF

damage to the body or sidewall of the tire 1 2 3 4

excessive treadwear 1 2 3 4

the number of miles those tires have been driven,

regardless of treadwear 1 2 3 4

the number of months the tires have been in use,

regardless of treadwear 1 2 3 4

5a. What other factors, if any, do you use to determine when a tire

is replaced? FOB AMY FACTOR KAIBD, ASK: How often do you replace

tires on that basis?

A-15
6. There are a number of tire characteristics that people may or may not ask

for specifically when they buy replacement tires. When you buy a tire, do

you give the dealer any specific instructions about the type of

replacement tire you want, other than size? IF "TBS," ASK;

What characteristics do you specify? [RBCORD UNDER "UNAIDED.- BBIOWJ.

FOR EACH CHARACTERISTIC NAMED UNAIDED, ASK:

7. To the best of your knowledge, is there information about [CHARACTERISTIC]

imprinted on the body of the tire itself?

8. I'm going to read a list of tire characteristics, including some of those

you just mentioned. For each one I read, I'd like you to rate that

characteristic as to how important it is in your tire purchasing decisions.

Please use a rating scale of- 1 to 5, where 1 means "not at all important"

and 5 means "very important." First, how would you rate the importance of..

ROTATE: j

Material in the tire body.]

Type of belts in the tire

(radial or non-radial)..'

Material in the belts j

Number of plies !

Speed restriction j

Maximum load rating J

Treadwear rating '

Temp resistance rating....

Load range rating

Tube type/tubeless

DOT certification

Whether the tire can be

FOR THE FOLLOWING ITEMS, A)

Price

Maintenance information...

All-weather designation...

Brand/mfr's name.?

Puncture resistance

Whether the tire is

OTHER CHARACTERISTICS

i

i

I

Q.6.

UNAIDED !

K Q.8 OB

Q.

YES

1

1

1

1

1

1

1•-I 1

1

1

1

1

7.

NO |

LT IF 1

{ 1

! l•-I

; l

; I

; I

! I

i 1

... ... ...' ^

l

2

2

2

2 I

2 !

2 '

2 !

2

2

2

2

2

2

2

2

2

our

2

2

2

2

2

2

2

i

Q.8.

IMPORTANCE

1

1

1

1

1

1

1

1

1

1

1

1

; I

not

; I

S I

; I

; I

; I

I I

I I

I

I

I

m

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

2

» U

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

3

3

3

rax

3

3

3

3

3

3

3

3

3

3

4i 5

\ 5

I 5

I 5

I 5

I 5

I 5

I 5

1 5

1 5

1 5

4 5

4

4

4

4

1 5

1 5

1 S

1 5

I 5

• 5

t 5

4 5

5

5

5

A-16
9. Using that same scale of 1 to 5, how important is each of the following

sources of information to you in deciding which tires are best for your

purposes? First, how would you rate...

ROTATE:

publications circulated through fleet administrators'

organizations 1 2 3 4 5 NA

federal government publications concerning tires 1 2 3 4 5 NA

tire evaluations or ratings published by consumer

organizations 1 2 3 4 5 MA

in-house test reports produced by your own firm 1 2 3 4 5 NA

tire catalogs distributed by publishers who are

not affiliated with tire manufacturers 1 2 3 4 5 NA

tire information published by individual tire

manufacturers 1 2 3 4 5 NA

information contained on the tire body 1 2 3 4 5 NA

your own prior experience with specific brands or

types of tires 1 2 3 4 5 NA

9a. Are there any other sources of information that you use?

FOR EACH O K HAMED, AST: How would you rate the importance of

that source?

1 2 3 4 5 NA

1 2 3 4 5 NA

1 2 3 4 5 NA

Some of the terms used to describe the characteristics of passenger

car tires may be ambiguous or confusing to the consumer, resulting in poor

choice of tires for specific applications. To provide a baseline against

which we can compare the knowledge of tire terminology among the general

population, I'm going to read some terms, and for each term I'll read three

possible definitions. I'd .like you to tell me which definition is the most

accurate for each term. If you don't know the correct definition or aren't

sure, just say so and we'll go on to the next one. First, what about...

10. Temperature Resistance Rating...is it...

A. the coldest temperature at which it is safe to use the tire;

B. the ability of the tire to resist a specific amount of heat before it

loses its shape or blows out;

C. the temperature at which the tire begins to leak air at an unsafe rate.

D. DK/NS

11. Traction Rating...is it...

A. the length of time a tire can hold its grip on ice tilted at a specified

angle of slope;

B. the ability of a tire to stop on wet pavement;

C. the time it takes a tire to stop from 60 miles per hour.

D. DK/NS

A-17
12. If there were two tires which were identical except that one had a

traction rating of A and the other a traction rating of C, which one

would you think had better traction, the one rated A or the one rated c?

"A" WOULD HAVE BETTER TRACTION 1

"C" WOULD HAVE BETTER TRACTION 2

DON'T KNOW/NOT SURE 3

13. Is there any information that is now imprinted on passenger car tires

that you think is unnecessary or misleading in any way?

YES 1 MO 2 SKIP TO Q.14

13a. What information is that, and how would you change it?

14. Is there any information about tires that you would like to have, but have

difficulty finding?

YES 1 MO 2 THANK AND TERMINATE

14a. What information is that?

Thanks, that's all the questions I hay*. We really appreciate your cooperation.

A-18
Appendix A-3

Survey Instrument

Tire Sellers

A-19
NATIONAL HIGHWAY TRAFFIC ADMINISTRATION OMB CONTROL NO.:

U.S. DEPARTMENT OF TRANSPORTATION EXP. DATE:

TIRE SELLER SURVEY CONTRACT #DTNH22-88-R-06007

INT:

DATE:_

START:

END:

T^LLY:

EDIT:

CODE:

ENTER:

RESPID

AREA CODE:

ASK TO SPEAK WITH THE SALES MAHAGSR. IF MOT AVAILABLE, GST A «AMB ABD ASK

FOR A GOOD CALLBACK TIME.

Hello, my name is , and I'm calling from Washington, DC,

on behalf of the US Department of Transportation, an agency of the Federal

government. We are conducting a nationwide study concerning the use of

safety-related information about passenger car tires. Your firm was selected

at random from a list of approximately 175,000 businesses that sell tires.

The answers you give me will remain completely anonymous, and the survey

results will not be reported in any way that would allow your individual

answers to be associated with your name or the name of your firm. The survey

will take less than 10 minutes. Of course, your participation is completely

voluntary. The OMB Control number for the survey is , and

the expiration date is .

First, to be sure you are the person I should be interviewing, I need

to speak with someone who knows about the types of tires you sell, the types

of information consumers ask about, and the kinds of information that are

included in your firm's advertising for tires. Would that be you?

IF ROT THE RIGHT PBRSOH, GET A BANE ABD BOMBER ABD A GOOD CAT.TJlAOr TUB.

1. First, please estimate the total number of passenger car tires your firm

sells in a typical week for use on cars, station wagons, sports cars,

vans, mini-vans, light trucks under 10,00 pounds GVW, 4-wheel-drive or

off-road vehicles designed to carry passengers. Do you sell...

fewer than 50 per week 1

between 50 and 200 per week 2

between 200 and 500 per week 3

or more than 500 per week 4

2. About what proportion of your firm's sales of passenger car tires are to

fleet buyers? Is that...

none 0 SKXV V> Q.4

less than 25% 1

between 25 and 50% 2

between 50 and 75% 3

over 75% 4

DK/ROT SORB .5

A-20
3. How much would you say fleet buyers rely on your sales staff's expertise?

Would that be...

a great deal 1

somewhat.., 2

not much 3

or not at all 4

NOT SORE/DON'T KNOW 5

4. How much do you think buyers of individual tires rely on your sales staff's

expertise? Would that be...

a great deal 1

somewhat 2

not much 3

or not at all 4

NOT SURE/DON'T KNOW 5

5. What methods do you use to advertise your tires? FSOBB: Any otters?

NEWSPAPER DISPLAY ADS 1

RADIO COMMERCIALS 2

TELEVISION COMMERCIALS 3

NEWSPAPER INSERTS 4

DIRECT MAIL ADVERTISING 5

YELLOW PAGES LISTINGS 6

FLOOR DISPLAYS IN THE STORE 7

CROSS-SELLING OF TIRES TO CUSTOMERS

SHOPPING FOR OTHER ITEMS 8

MANUFACTURERS'BROCHURES OR PAMPHLETS...9

OTHER: ...0

A-21
6. For each of the following types of information about tire characteristics

please tell me whether it is always, sometimes, or never included in your

advertising? What about...

UOTATE: ALHATS

The type of material in the tire body 1 2 3

Whether the tire is a radial or non-radial tire 1 2 3

The type of material in the belts 1 2 3

Number of plies in the tire ~ 1 2 3

If the tire is an all weather tire 1 2 3

The brand and/or manufacturer' s name 1 2 3

Any speed restriction on the tire 1 2 3

Maximum load rating 1 2 3

Treadwear rating .- 1 2 3

Traction rating 1 2 3

Temperature resistance rating 1 2 3

Load range rating 1 2 3

Whether the tire has a DOT certification 1 2 3

Whether the tire is self-sealing 1 2 3

Whether the tire can be regrooved 1 2 3

Warranty information 1 2 3

Price 1 2 3

7. Are there any other items of information about tires that you regularly

include in your advertising?

YES 1 NO 2 SKIP TO Q.8

7a. What are they?

A-22
8. Have any members of your sales staff ever received training specifically

related to tire quality, tire safety, or government quality or safety

standards?

YES 1 NO 2 SfclP TO Q.9 DON'T KNOW.. .3 SKIP TO Q.9

8a. IF IBS: By what type of organization was that training given?

Was it... MARK ALL THAT APPLY

a Federal government agency 1

a state government agency 2

a tire manufacturer 3

your firm 4

a technical school 5

or some other type of institution 6

TIPS:

9. I'm going to read a list of tire characteristics. I'd like you to rate

each characteristic as to how important you think it is in the typical

tire buyer's tire purchasing decision. On a scale of 1 to 5, where 1

means "not at all important" and S means "very important," how

would you rate the importance to the consumer of...

10. I'm going to read the list of tire characteristics again. For each one I

read, please tell me if, to the best of your knowledge, there is

information about that characteristic imprinted on the body of the tire

itself? Q.10

ROTATE: Q.9. |Y • DT

The type of material in the tire body 1.. .2.. .3.. .4.. .5

Whether the tire is a radial or non-radial tire 1...2...3 — 4...5

The type of material in the belts 1...2...3...

Number of plies in the tire 1...2...3...

Any speed restriction on the tire 1...2...3...

Maximum load rating 1...2...3...

Treadwear rating 1.. .2.. .3...

Traction rating 1.. .2.. .3...

...5

...5

...5

...5

...5

...5

Temperature resistance rating 1.. .2.. .3.. . ...5

Whether the tire is a tube-type or a tubeless tire.l...2...3...4 5

Whether the tire has a DOT certification 1.. .2.. .3.. .4 5

Whether the tire can be regrooved 1 2 3 4 5

I1..2..

J1..2..

J1..2..

J1..2..

J1..2..

J1..2..

I1..2..

J1..2..

11..2..

J1..2..

|1..2..

J1..2.

J1..2.

3

3

3

3

3

3

3

3

3

3

.3

3

.3

A-23
11. The Department of Transportation would like to find out how well the terms

used to describe motor vehicle tires are understood. I'm going to read

three brief definitions of a term used to describe one characteristic of a

passenger car tire. Please tell me which definition best fits your

understanding of that term, whether it is definition A, B, or C. If you

don't know or are not sure, 5u s t say so and we'll go on to the next

question. The term is "temperature resistance rating." Does that term

mean...

A. the coldest temperature at which it is safe to use the tire?

B. the ability of the tire to resist a specific amount of heat before it

loses its shape or blows out;

C. the temperature at which the tire begins to leak air at an unsafe rate.

D. DK/NS

12. if there were two tires which were identical except that one had a

traction rating of A and the other a traction rating of C, which one

would you think had better traction, the one rated A or the one rated C?

"A" WOULD HAVE BETTER TRACTION 1

*C" WOUU) HAVE BETTER TRACTION 2

DON'T KNOW/MOT SURE.. 3

13. is there any information that is now imprinted on passenger car tires

that you think is unnecessary or misleading in any way?

YES 1 NO 2 SKIP TO Q. 14

13a. What information is that, and how would you change it?

A-24
14. Is there any information about tires that you would like to have, but have

diff culty finding?

YES 1 NO 2 THANK AND TERMINATE

14a. What information is that?

15. Which one of the following best describes your tire sales operation?

Are you...

an independent tire dealer 1

a retail outlet for a specific manufacturer....2

an automobile service station 3

a department store 4

or some other type of dealership [DESCRIBE BELOW]

5

Thanks, that's all the questions I have. He really appreciate your cooperation.

A-25
Appendix A-4

Survey instrument

Tire Repairers/Retreaders

A-26
National Highway Traffic Administration OMB Control No.:

D.S. Department of Transportation Exp. Date:

Tire Repairer/Retreader Survey Contract # DTNH22-88-R06007

TALLY: RESPID

DATE: EDIT:

START: CODE: AREA CODE_

END: ENTER:

ASK TO SPEAK WITH MANAGER OR OWNER. IF NOT AVAILABLE, ASK FOR A GOOD

CALLBACK TIME.

Hello, my name is . I'm calling from Washington, D.C. on

behalf of the United States Department of Transportation. We're conducting a

nationwide study concerning Federally regulated information about passenger

car tires. Your company was selected as part of a small, scientifically

selected sample from a list of approximately 6000 companies that provide

repairing or'retreading services for passenger car tires.

A. Just to confirm our information, does your firm provide either tire repair

or tire retreading services for passenger cars, including vans, mini-vans,

light trucks under 10,000 pounds GVW, and 4-wheel drive or off-road

vehicles designed to carry passengers?

YES CONTINUE NO THANK AND TERMINATE

B. I need to speak with someone who is familiar with the types of services

you provide and with your customers. Would that be you?

YES CONTINUE NO ASK TO SPEAK WITH AN APPROPRIATE PERSON;

IF NOT AVAILABLE, ARRANGE FOR A CALLBACK.

Your answers will remain completely anonymous, and the results of the study

will not be reported in any way that will allow your individual answers to be

identified with you or your company. The survey will take less than 10

minutes. Of course, your participation is voluntary. For your information,

the Office of Management and Budget Control No. for this study is , and

the expiration date is .

1. First, does your firm repair passenger car tires?

YES 1 NO 2 SKIP S> Q.5

2. Does your firm repair tires for IBS •>

individual consumers for their personal cars?...l 2

purchasers of tires for motor vehicle fleets?...! 2

A-27
3. I'm going to read a list of tire characteristics, and I'd like you to tell

me how important each one is in determining whether or not a particular

tire can safely be repaired. On a scale of 1 to 5, where 1 means not at

all important and 5 means very important, how important is...

4. Now, for each of those same characteristics, I'd like you to tell me, to

the best of your knowledge, whether there is information about that

characteristic imprinted on the body of the tire. If you don't know or are

not sure, just say so and we'll go on to the next one.

ROTATE:

Q.3

IMP0RXAK2

Type of material in the tire body 1. .2. .3. .4. .5

Whether the tire is a radial or not 1. .2. .3. .4. .5

Type of material in the belts 1. .2. .3. .4. .5

Number of plies in the tire 1. .2. .3. .4. .5

Whether or not it is an all-weather tire 1..2..3..4..5

The brand name or manufacturer of the tire....1..2..3..4..5

Whether or not the tire is puncture-resistant.1..2..3..4..5

Speed restrictions on the tire, if any 1. .2. .3. .4. .5

The tire's maximum load rating 1. .2. .3. .4. .5

The tire's treadwear rating 1. .2. .3. .4. .5

The tire' s traction rating 1..2..3..4..5

The tire's temperature resistance rating 1..2..3..4..5

The tire's load range rating 1..2..3. 4..5

Whether the tire is self-sealing 1..2..3. 4.. 5

Whether the tire can be regrooved 1..2..3. 4..5

Q.4:OH TUBB?

XBS >0 DK

1.,

1..

1.,

1..

1.,

1.,

1.,

1.,

1.,

1.,

1.

1..

1.

1.

1.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.3

.3

.3

.3

.3

.3

.3

.2...3

.2...3

.2...3

.2...3

.3

.3

.3

.2...3

OTHER

OTHER

OTHER

1

1

1

5. Does your firm sell retreaded tires for passenger cars.

to individual consumers, for their personal cars? 1....2

to buyers of tires for vehicle fleets? 1....2

to retail tire outlets? 1....2

IF "•D" ID AU. I, SKXV TO Q.ll

6. Do you perform the retreading in your own shop, or do you acquire retreads

from an outside source?

in-house ..1

outside source 2 ID Q.I

A-28
7. I'm going to read a list of tire characteristics, and I'd like you to tell

me how important each one is in determining whether or not a particular

tire can safely be retreaded. On a scale of 1 to 5, where 1 means not at

all important and 5 means very important, how important is...

IF Q.4 WAS ASKED, SKIP TO Q.9; OTHERWISE COHTINOB WITH Q.8

8. Now, for each of those same characteristics, I'd like you to tell a to

the best of your knowledge, whether there is information about that

characteristic imprinted on the body of the tire. If you don't know, or

are not sure, just say so and we'll go on to the next one.

ROTATE:

Q.7

IMPORTANCE

|Q.8: O« TIRE?

{TBS WO DC

Type of material in the tire body 1.

whether the tire is a radial or not 1.

Type of material in the belts 1.

Number of plies in the tire 1.

whether or not it is an all-weather tire 1.

The brand name or manufacturer of the tire...l.

Whether or not the tire is puncture-resistantl.

Speed restrictions on the tire, if any 1.

The tire' s maximum load rating 1.

The tire' s treadwear rating 1.

The tire's traction rating 1.

The tire's temperature resistance eating 1.

The tire's load range rating 1.

Whether the tire is self-sealing 1.

Whether the tire can be regrooved 1.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.3..4

.3..4

.3..4

.3..4

.3.

.3.

.3.

.3.

.3.

.3.

.3.

.3.

.3.

.3. 4

.3. 4

.5

.5

.5

.5

.5

.5

.5

.5

..5

.5

..5

.5

..5

,.5

..5

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

1.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.2.

.3

.3

.3

.3

.3

,.3

.3

.3

.3

.3

..3

..3

..3

..3

..3

OTHER

OTHER

OTHER

1

1

1

9. Does any of your advertising to the general public deal specifically with

retreaded tires?

YES 1 NO 2 N/A 3 SKIP TO Q. 11

10. Does your advertising for retreaded tires ever specifically mention...

IBS MD

the Federal Motor Vehicle Safety Standards or FMV88 1 2

the Federal Uniform Tire Grading Standards or 0TQG8 1 2

any other state or Federal standards, regulations,

codes, approvals or requirements 1 2

A-29
11. Have any members of your sales staff ever received training specifically

related to tire quality, tire safety, or government quality or safety

standards?

YES 1

NO 2 SKIP TO Q.12

DON'T KNOW 3 SKIP TO Q.12

lla. IF YES: Has any employee ever received that type of training

from... TBS HD DK

a Federal government agency 1...2...3

a state government agency 1...2...3

a tire manufacturer 1...2...3

your firm 1-... 2... 3

a technical school 1... 2... 3

or some other type of institution...1...2...3

SPECIFY TYPE

12. Some of the terms used to describe the characteristics of passenger

car tires may be ambiguous or confusing to the consumer, resulting in poor

choice of tires for specific applications. To provide a baseline against

which we can compare the knowledge of tire terminology among the general

population, I'm going to read three possible definitions of one of those

terms, and I'd like you to tell me which definition you think is the most

accurate. If you don't know or aren't sure, just say so and we'll go on

to the next question. First, what about...

Temperature Resistance Rating—is it...

A. the coldest temperature at which it is safe to use the tire;

B. the ability of the tire to resist a specific amount of heat before it

loses its shape or blows out;

C. the temperature at which the tire begins to leak air at an unsafe rate.

D. DK/NS

13. If there were two tires which were identical except that one had a

traction rating of A and the other a traction rating of C, which one

would you think had better traction, the one rated A or the one rated C?

"A" WOULD HAVE BETTER TRACTION....1

"C" WOULD HAVE BETTER TRACTION....2

DON'T KNOW/NOT SORE 3

A-30
14. Is there any information that is now imprinted on passenger car tires that

you think is unnecessary or misleading in any way?

YES 1 NP 2 SKIP 1O Q. 15

14a. What information is that?

15. is there any information about the characteristics of specific tires that

you would like to have, but have difficulty finding?

YES 1 "NO 2

15a. What information is that?

Thanks, that's all the questions X have. He really appreciate your

cooperation.

A-31
Appendix B

Verbatim Responses of Interviewees

[NOTE: The numbers preceding the comments

are contractor record codes]

B-1
Appendix B-1

Verbatim Responses to Interviewees

Buyers of Tires for Fleets

of Vehicles

B-2
u.S.OOT

DECisio

flat tin toyv arvir/ tm

IMOTKII

KLTOIC

«i3»

DETIIITIO B USED 4 DIF.

• . T «

12

U WITEMLL/KT IWtllTB

1(

ir

iS

S

21

::

23

21

is

21

21

2t

21

30

3i

33

34 UUS (WITE/ktO)

3(

]!

31

3!

40 OFF HIMi r TIDES/K I IMIKT

41

42

43

44

45

41

a sitauu/KH mum

5C

51

52

53

a

55

S«

51

53

n ouum ' «* IIWIIITEII

!'

 [ '«S! U K TV OUDE TIK /

c

(3

(4

(5

(illtOUUS ' N! IMIITE

«

i) -

70

1'

mim

MWKTUKI'S SELECTIM

BHCU WWKTVKI LOT WE I OFTH MSTMEI H* SEII4L I

TIC MOLE WKII K STSTBHilTE IT OUT

T E K TO DCsaiK DIFFICULT MEHSTMD

TIK HESME UTIM-ttSE I'S MSS/SIZE

M MTI»OWK m KIR TO KIT

TOO ma vo- w i us um unos

n comas CM comic TIKS

i n. m liuits carat

OUTSIDE FIW

HTIOML carrua LITEUTUK

I 0U TEST h i W> USE-LOK IIVES FIT I SIOEHLl HMD TO FIB COVMISOI IT * MAC I t I

KCMH O LEtSIK COVMIES

IHOISE Kwrs IT OTKI FI K UII H OF TEMS LIKE QFF-SEUM/TEHII HMD TO CT OHLITT NODKT LIST-FED m

FIOT LEUIB carar IFOMTIW STMDMD sin OF TK *i»ts

paia MOOTS

Tiai K (WTOWTIVE M E UL D SIMDOOIZf »LL BIK I STWOLS • KOM B 01 TESTS /I K 01 STUD 'IKES

TMOE ULICtTIOK KtfOI.KUTIK TO SPECIFIC VKi VENia

TtK 1 TUCT mSUttW/S « T «LL II K/S

LEtSIHCOCNtl

STtTUS MD SKCIFIUTIOE (DOT); UTR

LOU WO UKLEM TO MIC : EBMTI DOT S« 5 HMC TO Fi«:K K HB-W T

D.S.DOT/WTU fln t tire buyr uwtltmK IIS)

KCISIM OC/lkLEM, W

i v

KCSM

w * i ID1

M, W

v 1/ji

UID! 0WTHEI1

71

I WITE MIL / imilTE

13

MIOEIHKI / imilTE

Ji

17 MTOI OTHEI TIKS « CV ' m

• one E«I» «Etuti iEn.ME/RiT

H OOWMMli TIK KPUCED/Bt IMIITEC

X

II

ji

M EUCT TIK IT tnmira

K

«

no

IMUH TO ITTTI TIK / IMIIITED

B L O KCOIOUTIOI

LEASM COTMt

MIHCTWEI'S IKMTIOI

MIITEMKS CKI

TIK BESSUK IS DIFTICULT TO FIB

TIK FCSSUK MOULD K IIK R

PH.OK IIH OOEFIIITIOK TO MCKTMD LW/VOD MTt,LB/St II.,MI TIK IIFL

P>K D MTI,A>liTTn IK. ,SKED It Utt FlIES M B TO KAD, aO S to UK I SMLL

IMMTIOmiSUUI IBOKISTEr M M

IIDTK I X m UTIO CSVUSIK

mLEME UTItS - COmiTELt tELETE IT

TO M E CORKI LOW MTIHS CflfUSItS

wou is ma.E»i«-sPEu our vs cacs

B-3
Appendix B-2

Verbatim Responses of Interviewees

Tire Sellers

B-4
RESPONSES TO Q.7A., TIRE SELLER SURVEY

RECORD

NUMBER

4 SIZES

20 WHITE WALL OR NOT

21 IF THE TIRES HAVE WHITEWALLS OR RAISED LETTERS

26 HISTORY OF COMPANY (MFR)

UPDATE ON NEW PRODUCTS (TIRES)

27 SPECIFY WHETHER FOR IMPORTS OR SMALL CARS, OFF-ROAD, LIGHT

TRUCK, AERODYNAMIC VEHICLE DESIGNS, MUSCLE CARS, SPORTS TRUCK,

VANS, RV'S

31 BLACK OR WHITEWALLS

32 BLACK- OR WHITEWALLS

RAISED WHITE LETTERS

SPORT OR STANDARD TYPE TIRE

35 SIZE

36 WHITE WALLS OR RAISED WHITE LETTERS

42 WHETHER THEY ARE WHITE WALL, BLACKWALL, OR RAISED WHITE

LETTERS

46 SIZE

50 SHOW A PICTURE AND TELL THEM WHICH TIRE IT IS

52 OCCASIONALLY WILL ADVERTISE TREAD DEPTH

WHITE OR BLACKWALL

53 GENERAL DESCRIPTION OF THE TIRE

60 IF IT'S WHITEWALL

SPECIFIC KIND OF TREAD

B-5
62 TIRE ROTATION, BALANCING AND FLAT REPAIRS (OTHER SERVICES)

63 WE ADVERTISE BY KEEPING THE CONSUMER INFORMED AND TRYING TO

EDUCATE HIM/HER ON THE APPROPRIATE TIRES FOR THEIR USE

64 WE ALWAYS STAND BEHIND ANYTHING WE ADVERTISE, FOR EXAMPLE,

ALIGNMENT AND THE GUARANTEED MILEAGE

66 RE-CAPS AND USED TIRES

67 WE ADVERTISE THAT WE GIVE AN EXTRA WARRANTY AND THAT WE ALSO

GIVE SERVICE TO THE TIRES WE SELL

70 SHOW PICTURES

ADS WITH SPECIAL WARRANTIES;

IF A SPECIAL TIRE, WILL PUT MORE EMPHASIS ON IT

74 WE ADVERTISE OUR QUANTITY, QUALITY, AND SELECTION

75 WE ADVERTISE OUR COMPARISON WITH OTHER BRANDS

81 ADVERTISE ON QUALITY COMPARISON, I.E., GOOD, BETTER, BEST

SOMETIMES WE INCLUDE THE "ORIGINAL EQUIPMENT" IN OUR ADS

SOMETIMES WE RUN ADS ON DISCONTINUED OR BLEMISHED TREADS

82 WE DISCUSS THE STYLE OF THE TIRE,

THE APPEARANCE, AND

THE WIDTH OF THE WHITEWALL

88 ONLY [ADVERTISE] THAT WE SELL NEW, USED, AND RECAPS

89 WHETHER THEY ARE WHITE - OR BLACKWALLS

92 A WARRANTY WE OFFER THROUGH WESTERN,

ALSO FREE ROTATION, REPAIR, AND LIFETIME BALANCING

98 WARRANTY OFFERED BY WAL-MART, [INCLUDING] A FREE ROAD HAZARD

WARRANTY, FREE MOUNTING, FREE VALVA STEMS, FREE ROTATION, AND

FREE FLAT REPAIR...FOR TIRES PURCHASED AT WAL-MART--THIS

EXCLUDES SPLIT-RIMS

WE HAVE ONE PRICE FOR SALE ON ADJUSTMENTS MADE ON TIRES SOLD

AT WAL-MART; THIS APPLIES IF THE CUSTOMER IS BRINGING THE TIRE IN

FOR REPAIR.

B-6
WE DO NOT HAVE A DUAL-PRICE STRUCTURE, AND WE ADVERTISE THIS

99 WE ADVERTISE THE PERFORMANCE OF OUR TIRES; THERE IS ONE

PARTICULAR TIRE WE ADVERTISE THAT WAY; IT MEETS GOVT DOT

STANDARDS AFTER 40,000 MILES. WE ALSO ADVERTISE COMPETITIVELY.

107 WE ADVERTISE THE COSMETICS OF THE TIRE, WHETHER WHITE- OR BLACKWALL AND WE APPEAL TO DOMESTIC AND FOREIGN CAR OWNERS.

WE STATE OUR AVAILABILITY

B-7
VERBATIM RESPONSES TO Q.13A, TIRE SELLER SURVEY

RECORD

NUMBER

005 The traction, temp and treadwear ratings.

020 Standard, that there be an industry wide standard for each rating.

021 The DOT rating is misleading.

024 To the consumer, terms like "ultra", "dina-groove" and "mega" may be

misleading because they may think they are getting a high performance tire

when it is actually a regular tire.

026 Treadwear rating is misleading. Mud/snow rating is misleading.

Treadwear rating should be done away with. Should be public knowledge what

testing criteria was used. Mud/snow rating should be heavily tested and more

closely regulated by the government.

027 Treadwear rating is misleading.

028 M + S = all season M/S = snow tire. Mud and snow should be imprinted on

the sidewall for snow tires.

029 Ply rating: saying 6-ply tires and 4-ply sidewall could be simplified by giving

one ply rating.

030 Treadwear rating, should have a set of standards that all companies go by.

035 I think that the treadwear, temperature and traction ratings are misleading to

the customer because they can't really relate it to anything. You can't compare

the rating of one manufacturer to another and get a true picture of each

characteristic, mainly treadwear.

036 Temperature, traction and treadwear ratings are all misleading. Should have an

independent outfit do the ratings. There is no control, no regulation. No basis

of comparison because each manufacturer rates their own tires. Some

manufacturers rate their tires higher to sell them. The public get screwed.

039 Yea, actually the temperature and traction ratings are misleading. You would

B-8
assume "A" is the best and its actually the poorest. The whole world works

on A as the best. The labels are not bad if you read the fine print.

052 Plies of rubber. They tell us to sell a 4-ply tires, then the tire says 2-ply

sidewall or 2-ply polyester. It is confusing and the customer doesn't know

what it means either. Change it? I just don't know.

059 The treadwear rating is deceiving to the consumer because it appears to be

government tested; it is not. It is tested by the manufacturer. To change that,

I feel that the fact that it is manufacturer tested and not a government test

should be added to what is already imprinted on the tire.

061 The information on the tire is misleading to the consumer in that the consumer

perceives that the temperature resistance rating, the treadwear rating and

traction rating are government tested. They are not. The government has no

testing facility. The tire is really drum tested by the tire manufacturer. The

consumer perceives by the writing on the tire wall that it is government tested.

To change this, I suggest that the government add to the "library" printed on

the side of the tire that these are manufacturers' test ratings, not government

ratings.

066 I think that tire-grading is sometimes misleading. I have been in the tire dealing

business nearly ten years. I find that some companies put on a higher

treadwear rating than is true.

070 I don't know how you would change it because it's the federal government,

they won't change it. They put a lot of junk on it.

081 The ratings themselves are not accurate. I don't know how I would change

that. I don't believe in the government's rating system. There ought to be a

neutral way of testing tires so that they all meet the same criteria.

082 Temperature and traction ratings are misleading because each company rate

their own tires. They're not rated against a standard.

095 Yes, in some respects. For instance, treadwear. I've seen some rated 200 that

would outwear ones rated 300. There are situations where it didn't apply to

our situation. Basically, its accurate. Not much need to change.

096 Treadwear, the rating. Each manufacturer has their own rating. They don't

work off the same level. Very misleading concerning treadwear. I don't think

a government body regulates it. I would have a government body regulate it.

B-9
098 I think the treadwear rating is misleading. The best way to change this would

be to test it against something of equal quality or set it up on a machine and

run it against the machine based on some standards.

101 No standardized testing methods for treadwear rating. Each manufacturer has

their own methods. More government involvement to set up a standardized

test for all manufacturers because now a manufacturer can change their

ratings, one year it could be a treadwear rating of 240 and the next 260.

103 Yes! Mud and snow, the letters M&S. Manufacturers have been putting M&S

on their tires even though they're not made to those standards just to sell the

tires in specific states. More government control.

B-10
VERBATIM RESPONSES TO Q 14A, TIRE SELLER SURVEY

RECORD

NUMBER

006 Where they're made and by whom. Whether they're made in the US or Japan.

009 Specific use data, like a comparison of the tire ratings. The public should know

this as well.

024 Heat, range and highest sustained speed should be imprinted on there instead

of saying "sustained speed is 80 mph" because you have to translate it and if

you don't have the code book, you have to call around.

028 The weight designated by the number immediately following the tire size, such

as, P195 75 14 *89H (He can't find how much weight this stands for).

053 Dimensions specifications as to the overall diameter and width. That tells the

customer whether it will fit or be about the same height.

057 Makes and sizes of older tires. Tires that are not in use so much, but you

would like to know the source of them. Would also like to see more consumer

analysis of tires for the public.

064 The minimum and maximum tire pressure allowed.

104 Hard time finding buyers for them overseas.

106 Yea, sometimes the manufacturer of the tire, who is it made by. Whether it's

Kelly-Springfield or Cooper. They just have "Western Auto" on them.

B-11
Appendix B-3

Verbatim Responses of Interviewees

Tire Repairers/Retreaders

B-12
DOT/NHTSA TIRE REPAIRER/RETREADER SURVEY/SUMMER 1990

DECISION DC/MCLEAN, VA

1/18/91

RECORD #

1 TREAD, TEMP'TRAC.RATING NOT FED.GOV.REGULATED.A JOKE

2 TREAD,EMPT,TRAC.RATING MISLEADING/THEY'RE INACCURATE

3

4 ALL THE SMALL READING IS UNNECESSARY

5 UTQG RATING NOT STANDARD/MANUF.RATES/CANT COMPARE

6 RATING BETWEEN CO NOT EQUAL WOULD LIKE THEM TO BE

7

8 RATINGS NOT USEFUL BECAUSE RATED UNDER IDEAL CONDITIONS

9 TREADWEAR RATING USELESS/PERF.RATE N/A TO PASSCARS

10 RATES OF PLIES IS MISLEADING

11 CONFUSION ON TREE T'S/CONFUSION ON CARRYING CAPAC

12 MOST PEOPLE DONT UNDERSTAND IT!

13 TREADWEAR-EACH COMPANY RATES OWN

14

15

16 PLY RATING CONFUSING/NEED STRAIGHT CARRYING CAPAC

17 NOT ENOUGH INFO ON TIRE/ON STICKER FROM MANUFACTUR

18 PLIES MISUNDERSTOOD IN THE WAY IT'S WORDED

19

20

21

22 TREADWEAR, TEMP AND TRACTION

23 RATE SYSTEM NONSENSE/MANUF RATE BASED ON COMPUTER

24 SHOULD BE REGULATIONS REGARDING"M/S"PUT ON TIRE

25 SHOULD HAVE INFORMATION AVAILABLE TO CUSTOMERS

26

27

28 LETTERS DISPLAYED ON TIRES CONFUSING TO CONSUMER

29

30

31 TREADWEAR RATING

32 TREADWEAR RATING MISLEADING/SHOULD NOT BE PRINTED

33 TREADWEAR RATING

34

35 TREADWEAR RATING NOT REGULATED BY GOV'NO STANDARDS

36

37

38 TREAD/TEMP RATE APPLY TO NOR.HWY CONDITIONS ONLY

39

40 TEMP/SPEED/WEIGHT RATE-CO.TEST THE IRS/NOT MATCH OT

41

42 TRACTION RATING MISLEADING UNLESS READ FINE PRINT

43 RATE FOR TREAD, TEMP, ETC BY MANF/SPECS BE UNIVERSAL

44

45 TRACT/TEMP RATE MISLEADING CUST.DONT KNOW MEANING

46

47

48

49

50

51 TREAD LEVEL RATE ARE BOGUS/OVERRATED BY MANUF.

52 GOV'T RATINGS-STANDARDS BE MORE UNIFORM WITH MANUF

B-13
DOT/NHTSA TIRE REPAIRER/RETREADER SURVEY/SUMMER 1990

DECISION DC/MCLEAN, VA

1/18/91

Q14 SPECIFY

RECORD #

53

54

55 ALL URQGS GOOD GENERAL INFO NEED STANDARD GRADE

56

57

58

59

60

61 TIRE RATINGS-TREAD(ESPECIALLY)TEMP/TRACTION

62 SOME INFO NOT SPECIFIC ENOUGH-COULD NOT ELABORATE?

63 TREAD RATINGS

64

65

66

67

68 TREADWEAR RATING NOT ACCURATE

69

10 SERIAL#-WHICH IS SERIAL* AND WHICH IS SIZE #

71 TREADWEAR MISLEADING NOT DONE BY ONE COMPANY

72

73 TREADWEAR RATING & TEMPERATURE RESISTANCE RATING

74

75 TEMP AND TREADWEAR RATING; NO GUIDE FOR CONSUMER

76

77 SO MANY WARNINGS; SOME UNNEEDED, E.G., SAFE NOTE

78

79

80

81 TEMP RATINGS ARE MISLEADING SINCE MANUF DO TESTS

82

83

84 UTQG TEST COURSES NOT INDIVIDUAL DRIVING CONDITION

85

86 SPEED RATING CONFUSE PUBLIC FOR PERFORMANCE TIRES

87 TRACT, TREAd & TEMP RATE NOT APPLICABLE ON ALL CONDIT

88

89 TREAD, TRACT, & TEMP RATINGS\M&S RATINGS

90 SIZES ARE NOT THE SAME

91 TRACTION RATING, TREADWEAR RATING NO UNIFORMITY

92 TREADWEAR RATING PUBLIC DON'T UNDERSTAND

93

94

95

96 TREADWEAR RATINGS DONE BY MANUF. NOT GOVT.

97

98 #OF PLIES CAN BE MISINTERPRETED ON TIRES

99 TRACTION RATINGS NOT TEST ON REALISTIC CONDITIONS

100 SPEED RATINGS ON PERFORMANCE TIRES RE CONFUSING

B-14
DOT/NHTSA TIRE REPAIRER/RETREADER SURVEY/SUMMER 1990

DECISION DC/MCLEAN, VA

1/18/91

Q15 SPECIFY

RECORD #:

1

2 STUDDED SNOW TIRES USED ON ALL TIRES (FRONT-WHEEL)

3 THINK SHOULD PUT SPEED RAT. ON PERFOR. TIRE IN MPH

4

5 FAMILIARIZE CONSUMER WITH CHARACTER/ON PERFORM. TIRE

6

7

8

9

10 PUT ON TIRES/TREAD NOISE OCCURS WITH ALL-WEATHER

11

12

13

14

15

16 SIZE/SERIAL NUMBER PLY RATING NOT BIG ENOUGH

17 TREADWEAR TEMP. AND TRACTION

18

19

20

21 SIDE WALL INDENTATION

22

23 I'D LIKE TO SEE MANUF. & WHERE BUILT NOT BRAND

24

25

26

27 ACTUAL DIMENSIONS-LIKE HEIGHT, MEASUREMENT SPECS

28 IMPORT OR GENERIC TIRE INFORMATION

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

B-15
DOT/NHTSA TIRE REPAIRER/RETREADER SURVEY/SUMMER 1990

DECISION DC/MCLEAN, VA

1/18/91

53

54

55 CABLES & CORDS HOW MANY & SIZE/MORE CONSTRU.INFO

56

57

58

59

60

61

62

63

64

65

66

67 LIKE ALL SEASON TIRES WITH LARGER M/S RATING

68

69

70

71 MORE INFO ON SPEED RATING & HOW TO READ IT

72

73

74

75

76

77

78

79

80

81

82

83

84

85 PRINT LARGER

86

87 FED STAND RETREAD TRUCKS/DOT INSPECT RETREAD SHOPS

88

89

90

91

92

93

94

95

96

97

98 SIZE SHOULD BE PRINTED ON INSIDE ON WHITEWALL TIRES

99 RUBBER COMPUNDS WOULD BE HELPFUL

100

B-16
Appendix C

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