A Survey of the Attitude of Truck Tyres Customers in Nairobi: a Case of Treadsetters Tyres Limited

Abstract

The aim of this study was to find out the attitude of customers in Nairobi towards truck tyres offered by Treadsetters Tyres Limited. The objectives of the study were to determine the attitude of customers towards Treadsetters Tyres Limited truck tyres as well as to establish the awareness of customers in Nairobi towards Treadsetters Tyres Limited truck tyres. The research adopted the descriptive design approach. Segmentation and choice of sample of the population was based on all truck tyre customers in Nairobi both individual and corporate companies. The population was segmented into 8 subgroups according to the nature of transport services that they offer and the industry category that they belong to namely: Fuel industry, Public service transport, Agriculture industry, Construction industry, Manufacturing industry, Public institutions, General transport and Original equipment. Due to the size of the population, a sample size of 40(5 in each subgroup) was used. A semi- structured questionnaire was used to collect data. The method of data collection was personal visit, telephone interviews and through email. Questionnaires were coded and edited for completeness using the statistical Package for Social Services (SPSS). Data collected in section A on general information of the respondents was analyzed using frequency distribution tables and percentages. Descriptive statistics was used to analyze data in sections B, C and D on the cognitive, affective and behavioral dimensions of attitude. The findings are presented in form of tables and percentages or means obtained quantitatively. The Research study was able to determine that customers overall attitude towards Treadsetters Tyres Limited Truck Tyres was positive. Attitude should be analyzed in its entirety that is cognitive, affective and connative components. The overall attitude showed that respondents agreed that most of the dimensions were attributes of Truck Tyres offered by the company. However, a great percentage of the customers were not aware that the company offers truck tyres and this therefore calls for intense marketing strategies by the company to create awareness of its truck tyres.