1. Washington State University
Evergreen Tire and Auto Repair Shop’s Market Research Report
Rose Dang, Christina Tonani, Jasmine Shattuck, Tanner Fitzpatrick, Hugo Ayala
Marketing 386
Scott Connors
05/16/2016

2. 1
Table of Contents
Executive Summary………………………………………………………………......……….…… 2,3
1. Introduction……………………………………………………………….…………..…………. 4
2. Situational Analysis
Target Market……………………………………………………………….…………..…..5
Market Analysis……………………...…………………………………….………………. 5,6
Competitive Analysis……………………………….………………………….……..……. 7
3. SWOT Analysis…………………………..………..…………………….………………...….......8,9
4. Research Objectives and Questions …..…..………………………..…...…………….….……... 10
5. Research Design and Methodology…...……………………………..………………….……...11-17
6. Conclusions and Recommendations……………………………………………………………18
7. Limitations……………………………………………………………………………………….19
8. Appendices……………………………………………………………………………………….19-24
9. Sources……………………………………………………………………………………………24

3. 2
Executive Summary:
Our marketing team was tasked with conducting research to gather information on what is important to
implement in a brand refresh for Evergreen Tire and Auto shop in Pullman, Washington. The goal of the
research is to help the company rebrand into a more recognizable and respectable brand. We did this by
analyzing how the students at Washington State saw the brand and by figuring out what general traits are
important to a consumer when selecting an auto repair shop. In order to find accurate data for these
research questions, our team conducted two different surveys, one was presented to Washington State
students, or anyone who lives in Pullman and the second survey was given online on Amazon’s turk
system to random individuals. The first survey’s purpose was to gather data on Evergreen’s current brand
impression on the community and to figure out what the brand impression of Quaker State is within the
local community so that we can measure what impact a co brand would have on Evergreen Tire’s current
brand. The second survey was conducted so our team could gather more data on the general traits that are
important to any consumer selecting a repair shop.
After surveying the Pullman community, it was apparent that Evergreen Tire and Auto shop did not have
a strong brand identity with those that were surveyed. According to the results, only 23 percent of the
individuals recognized the brand. Of those that recognized the brand, the perception was slightly positive,
which is significant because that shows that consumers who know the brand are satisfied with the service.
Realizing that the brand was positive to its consumers, our team wanted to know if gender played a role
in what traits were important when selecting an auto repair shop. After analyzing our data, out of nine
possible traits, only brand identity was different from male to female, in that males cared slightly more
about a well-known brands than women. We expected significant differences in certain traits between the
genders and did not find that in the data,this is significant because in a brand refresh there is no need to
target genders differently. Another key finding in the data was our question about if our participants knew
the Quaker State brand and their perception of the brand. Analyzing this data, it shows Quaker State was a
known brand, which could increase the awareness of Evergreen Tire if they decide to partner with Quaker
State. Furthermore, of the individuals that knew Quaker State the perception was on the positive side of

4. 3
the spectrum, with the only downside being the cost was slightly higher than what the average consumer
would want to pay.
Based on our analysis of the data that our project team has found, there are three recommendations that
our team can make. After discovering that gender has no correlation with liking specific traits, our team
would recommend not targeting a specific gender for any attribute of the shop in your marketing.
Furthermore, with the results our project team recorded from our surveys, we conclude that a partnership
with Quaker State would be beneficial, in that it would increase Evergreen Tire’s visibility in the Pullman
community.

5. 4
Introduction:
Evergreen Tire and Auto shop is an automotive repair shop has served Pullman, Washington since 1972.
Their motto is “no problem is too small or too big to fix”. They are certified in Automotive Service
Excellence, a professional certification that tests and maintains employees’ abilities in the automotive
repair and service industry. Evergreen provides high quality automotive repair, tire change, oil change,
and free shuttle service. Evergreen Tire and Auto shop has excellent tire technology brands to maintain
one’s vehicle in great condition such as Goodyear, Hankook, BFGoodrich, etc . Their auto repair service
includes transmission service and engine repair service, but they are a shop willing to work on any repair
that needs fixing. The service components that are included in an oil change are motor oil, oil filter, fluid
check/top off, brake inspection, tire inflation check,and chassis inspection. As for their free shuttle
service, Evergreen Tire and Auto shop is able to provide their customers with free shuttle service through
their partnership with College Cabs; they are currently the only shop in Pullman to provide free shuttle
service for customers while their cars are being worked on. Evergreen Tire and Auto shop is considering a
brand refresh and is in need of data driven marketing insights to market their brand to the local students. It
will be important to conduct primary market research to analyze the views people have on this brand and
what factors are taken into consideration when choosing an automotive shop.

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Situational Analysis:
Target Market:
The target Market in the Pullman community is the Washington State University students. Due to the fact
that Evergreen tire is located in a small town with a large university, the population is dominated by
students. According to the U.S. census in 2013 the population of Pullman, Washington was 31,395.
Considering that the population of the Washington State University student body is between 24,000 and
26,000 students on average,it makes up roughly 80 percent of the whole Pullman population. It is
essential to target the students, especially throughout the school year. Although, the students do not live
here permanently, they are the majority population and can provide the shop with the most business, due
to their population size. The demographics for our target market consist of 52% women and 48% men at
Washington State University. The average age of an undergraduate is 23 years of age and the average age
of a graduate student is 32 years of age. The Washington State University population is 29% (excludes
international students) multicultural1
.
Market Analysis:
In order to effectively be able to impact our target market there has to be an understanding of the
demographic, economic, technological and social trends in the Pullman area. This information can help
understand what consumers and competitors in the area look for and provide. It can also help Evergreen
Tire and Auto shop operate at a more efficient level.
Pullman’s financial demographic is nearly half of the average average income per median household in
the country, which is $51,939. The income per capita in Pullman is $17,351, while the median household
income is $24,125. Out of the labor force in Pullman 55 percent of it consists of males 16 years old and
older, while 52.3 percent of the labor force is composed of women 16 years of age and older. The total
sales for food services in Pullman for the year of 2012 were $55,586 dollars. The total retail sales were
1
https://wsu.edu/wp-content/uploads/sites/625/2015/06/147617-B-Facts-Figures-8-5x11.pdf

7. 6
$222,687 dollars in 2012 with a $7,101 dollars spent on retail sales per capita. These numbers show us
that spending on retail, and services is fairly common especially with the student population which is a
good sign for the business within our target market2
.
The social trends within the student population of Washington State University are showing that students
are living off of financial aid and for the most part working at least a part time job. This means that
students schedules are pretty busy on an average day. The need for flexibility on hours of operation by
local businesses is essential to succeed in this market. Much of the Washington State University student
body travel back and forth between the west side of the state and Pullman on a regular basis. Due to the
high amount of students who attend the university and are from in state,traveling by car is essential to the
student body. Many of the students in this area offer their services to other students for rides in order to
carpool and make money. Thus, a student's vehicle becomes one if not the most important resource the
students has and this is where Evergreen Tire can provide the services to keep vehicles running.
The current technological trends revolve around social media. Since the average undergraduate age is 23
years of age most of our target market is tech savvy and uses social media daily. Facebook, twitter,
youtube and instagram dominate the social media channels through which our target communicate. Social
media is used not only to stay in contact with other people but it also serves as a platform to get
information for consumers. Evergreen Tire’s social media has to be up to date and interactive in order to
capture this audience.
Evergreen Tire and Auto shop is within a good location and market to take more of the current market
share in the automotive industry. With a stronger social media presence,reliable service, and continuous
consumer spending this business could thrive and potentially compete as one of the three main shops in
Pullman.
2
http://www.census.gov/quickfacts/table/PST045215/5356625

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Competitive Analysis:
Evergreen Tire has many competitors, however the top 3 competitors are Jerry’s Auto Repair, Jiffy Lube,
and Sunset Super Lube. Jerry’s Auto Repair won best car repair of WSU Daily Evergreen in 2011.
Website is up to date and the business has a strong presence on the internet. Included is, coupons and
deals that Jerry’s has currently, which consumers love to see when looking for a car shop to go to.
Although, the weaknesses of Jerry’s are based off customer’s reviews,the service is spotty. Found from
the same reviews,while the prices are reasonable and fair the service provided for the fixes on the
automobiles is often sub-par and if it is not up to standards, Jerry does not provide a refund or discount to
the customer. Lastly, the shop does not sell tires or fix bent fenders. Another big competitor is Jiffy Lube
because they offer many vehicle services and coupons and offers like Evergreen’s Tire. Also on their
website, they have a manufacturer recommendation where one can enter in the information about their car
to see the recommendation for maintenance, service,and inspections. However,the online reviews show
that some customers did not like the service there because they used the wrong oil, money was stolen
from a customer’s vehicle, and overall negative attitude of some of the employees. Sunset Super Lube
provides coupons, many services,and has a customer survey on their website in order for them to see
what they did great and what needs improvement. Also on the website they have “your online garage”
which allows customers to access their vehicle service history, view sales and promotions, automatic
service and recall notices, and etc. Their Facebook it’s not updated. Looking at the online reviews, some
customers said they have up sell their services,and forgot to put in certain parts for the vehicle.

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SWOT Analysis:
There are many strengths that set Evergreen Tire and Repair apart from their competitors. Evergreen Tire
is located on Stadium Way which has the ideal location to service their main target group, WSU students.
They control the market for that area. Another strength Evergreen holds is their their full-service care.
They stress that they can do it all when it comes to your car, at affordable process. This gives customers
assurance that no problem is too big or too small. Another thing that Evergreen has put a lot of effort into
is its appearance. They are continuing to to create a positive perception of the business by renovating their
aesthetic appearance to match their quality of service. Evergreen is also partnered with College Cabs to
provide free taxi rides to those who leave their cars for service, and rides back when the car is ready. This
service provides convenience to Evergreen’s customers, promotes a relationship with the customer, and
gives it the competitive advantage over automotive businesses without free shuttle service. A potential
weaknesses is the aging appearance of the shop. The plain, nondescript appearance may cause the target
market to be confused as to what Evergreen offers or to overlook the company. However,there is a
remodel in the works. Another weakness we found was through reading customer reviews of the
company. We found there may be a disconnect between Evergreen Tire and the customers. If Evergreen
can find a way to connect with their customers and build stronger relationships, they may be able to
positively portray their business better. With non-customers, the disconnect stems from not being
completely sure of what Evergreen has to offer as a Full service Auto repair and tire shop. We also found
that Evergreen’s lack of presence in the social media world may pose as a strong weakness. With the
majority of their target market being WSU students, social media may serve as an efficient modes to
engage with this demographic.
In conducting an external analysis, we find the opportunities and threats Evergreen holds Evergreen’s
biggest opportunity is the students because its location is by most of the apartments in Pullman and the
closest to campus. The student body at Washington State University provides high volume of potential

10. 9
client, with the population of 20,0433
. Evergreen tire’s brand image has to be strong and useful within the
students in order to get word of mouth recognition by other students. Also as mentioned previously its
location can be a great opportunity due to the fact that it can also draw out potential clients who live in the
apartments nearby who are not students. It’s located where many people pass by because many businesses
are in the surrounding areas and especially Evergreen’s Tire is located between Jack in the Box and
McDonalds. Having a high number of college students who enjoy fast food means there’s a large chance
of being exposed to this company. With all of the parents, family members, and alumni that come to
Pullman every year, this is a great opportunity for Evergreen tire. Cars break down at the least convenient
times and for those visiting Pullman knowing which shop to trust with their vehicle is an opportunity for
Evergreen to be their go to shop. Another strength can be found within the unique Pullman market. With
Pullman’s “middle of nowhere” location, it makes Pullman customers rely on local businesses more than
in a more central city. Evergreen’s interest in co-branding with the Quaker State brand is also an
opportunity that may be explored. Quaker State’s name would provide brand recognition and assurance to
customers, and in turn increase interest in Evergreen. Co-branding may to be successfulin this situation,
where increasing customers recognition and positive perception of the brand is a main goal.
There are a lot of competing shops within driving distance which offer competing prices and may take
customers away. For a small geographical area which is Pullman, there seems to be an abundance of
options for automotive care shops. Having so many competitors poses a huge threat because any bad
experience, or bad perception and a customer may potentially never return. Given the student population’s
relatively limited income, there is risk that the shop with the most economical rates to take more of the
market share.
3
https://wsu.edu/about/facts/

11. 10
Research Objectives & Questions:
Our research objective is to successfully identify what Evergreen’s brand image currently is, and to find
the necessary traits that will make the brand more desirable going forward. As Evergreen tire and repair
shop moves forward with its planned rebrand, it is imperative that this new positioning takes into account
the student’s from Washington State University’s opinions into account with its existing target market.
The first research question that our project team looked into to help with the brand refresh is, “what is the
current brand perception within the WSU student body?” The reason we selected this question about the
current brand perception is to get a current understanding of the impression held by these consumers
within the area. Once we understand what our target market currently thinks of the brand, we assess
where to improve the image of the brand going forward to make better impressions and improve the
overall cognizance of the Evergreen Tire brand.
The second research question that was important to explore was, “what traits are most important when
selecting an automotive repair and tire shop?” Our research focuses on traits by automotive shops to see
what matters most to consumers. If our research reveals which services Evergreen Tire should be focusing
on, we can take a bigger share of the target market by providing what consumers truly search for. In doing
so, our project team will also be able to target specific strengths and weaknesses displayed by auto body
shops as a whole and provide insight into how Evergreen Tire can morph its shop to display these
strengths and minimize the weaknesses. These two questions are essential to the brand refresh so that the
business can increase its sales and have a stronger, trustworthy brand.

12. 11
Research Design & Methodology:
The methodology that will be using to collect primary data for this brand is a self-administered survey
because there are many positive factors in using this method. This survey can be done through two
different channels, in person or online. Due to these two methods of surveys, the cost is low because
there’s no need to hire an interviewer. Which, also allow the interviewer to not be bias, respondents can
take their time, and anonymity allows respondents to be more truthful.
We chose a mix of brand related questions to gather information on the current brand image with the
WSU student body. Our other questions were targeting the most important qualities and traits for
customers when selecting an automotive shop.
We want to know the attitude from current and potential customers towards Evergreen tire’s current brand
as it currently is portrayed. With this research we can conduct the necessary analysis to provide Evergreen
tire with a better way to rebrand the company.
Data Collection & Findings:
Demographic Information for the Student and Pullman area Survey:
Average Age: 34 years old Percentage of Men: 44% Percentage of Women: 56%
Total Valid Participants: 105
Total Number of Students: 53 (81% of which were Juniors and Seniors)
Ethnicity of valid participants: 85% White, 2% African American, 6% Asian, 7% Other
Employment Status: 48% Full time employees, 23% Part time employees, 29% Unemployed
Salary: 47% of participants make less than $39,999 annually
Student Body Impression of The Evergreen Tire Brand:
After conducting our research and gathering the data from the Student survey, here is what we found
about the brand. First we removed any participants who did not own a vehicle so that the data would be as
relevant as possible. Through the student survey we were able to determine that most students do not

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recognize the Evergreen Tire brand. In fact only 25 participants of the survey were familiar with the
Evergreen Tire and Auto Repair Brand. In question 7 of the student survey we asked participants to
identify what their current impressions were of the brand’s standard attributes on a scale from 1 to 7.
After evaluating the results for only those who are familiar with the brand for this question, it was
significant that all responses were either neutral or positive. The categories in which Evergreen scored
significantly higher than neutral (4) was in cleanliness, reliability, and friendly service. One other
significant attribute worth looking at is cost which is also higher than neutral. The brand is currently
scoring on the positive side for most of its attributes except for expense as can be seen in the figure
below. It should be noted that only 35% percent of the total student survey participants have had their car
serviced in Pullman.
When students were asked what came to mind when they thought about Evergreen Tire and Auto Repair
Shop the most common association were words such as “trees,Washington State, and PNW”. It is clear
that Evergreen Tire has not made a large enough impact on the student body in order to be recognized for
the type of business it provides. The confusion seems to be in the word “Evergreen” and the company
could consider removing or exchanging Evergreen out of the name to avoid confusion by association.

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Student Survey Quaker State Brand Recognition
In order to determine if the Quaker State brand will have a positive impact on Evergreen Tire and Auto
Repair Shop we first needed to see if there was recognition of the logo. When asked if they were familiar
with the Quaker State brand 56% of valid respondents said yes. This percentage is significant because as
we can deduce the Quaker State brand would increase recognition for the Evergreen Tire brand which as
of the survey stands at a little under 24% recognition by the Pullman community. It will also provide the
association of the traits which Quaker State is associated with. All participants were asked what came to
mind when they thought of the Quaker State brand and the number one response was motor oil, followed
by Quaker oats. A similar question of attributes associated with the brand was asked to the survey
participants but this time to gather data on attributes of Quaker State. In this question we only measured
five attributes on a scale from 1 to 7 as shown below.
The data shows that most students associate Quaker State’s brand with being of high quality, being
reliable, and is used for high performance. Participants also seems to have the impression that Quaker
State is on the more expensive end for oil. This being the only downfall to Quaker State as students
average income would better support more economically associated brands. The idea of co branding with

15. 14
Quaker State by Evergreen Tire and repair shop seems to be supported by the data gathered from local
residents of Pullman.
Demographic Information for General Survey from Mturk
Average Age: 36 years old Percentage of Men: 44% Percentage of Women: 56%
Total Valid Participants: 299
Ethnicity of valid participants: 79% White, 6.4% African American, American Indian or Alaska Native
>1%, 10% Asian, 4% Other
Employment Status: 60% Full time employees, 18% Part time employees, 13.5% Unemployed,
Student 8.4%
Salary: 86% of participants make less than $79,999 annually
General Survey Important Auto RepairShop Attribute Response
In this survey we wanted to measure the generalconsumer’s top attributes when selecting an auto repair
shop. We asked participants to select their top three attributes out of a possible 12 attributes associated
with auto repair shops. After analyzing the data gathered by the survey we found that there is three
attributes which seem to be essential when selecting an auto repair shop. In the graph below we can
observe how the three attributes which lead by a large margin are affordability, honesty and customer
service in that order. Price seems to be the number one attribute across all of them, which would suggest
consumers may overlook other attributes the company is missing if the price is lower than the
competitors. Due to these findings we can focus the brand refresh efforts at being associated with these
key attributes.

16. 15
Once we analyzed the attributes prefered by the generalpopulation we wanted to see if there were
differences between men and women’s preferences. Initially we thought certain attributes would be
selected by Women that Men would not select as their top three when selecting an auto repair shop.
Surprisingly the data showed that both men and women rank attributes similarly with the only significant
difference being that men slightly prefer well known brands over women. In the graph below the
consistency in ranking attributes by both men and women can be seen. What we learned from this data is
that contrary to perception it would not benefit Evergreen Tire to tailor their brand towards one sex’s
preferance since both select shops by similar standards.

17. 16
Quaker State Brand Recognition by the General Public
In order to be able to see if impressions are consistent or different based on location we also wanted to
measure what average consumers thought of the Quaker State brand. First as in the other survey we
wanted to see how recognizable the brand is with the average consumer. When asked if participants were
familiar with the Quaker State brand 64% of participants said yes. The increase in recognition compared
to the student body is significant because it can provide any potential client who may be traveling through
Pullman the brand recognition to do business with Evergreen Tire.

18. 17
Like in the student survey we also measured the attribute association with Quaker State for the general
public’s perception. When we analyzed the data and compared it to the student results we were able to see
a significant positive increase in every attribute except for cost which stayed relatively the same.
Performance,Quality, and Reliability jumped from being relatively neutral in the student survey to a
significantly more positive association as can be observed in the graph below. On average consumers
associate this brand with trustworthy attributes. This finding was significant to the rebrand because it
supports the co brand with more data which over time may be more relevant to Evergreen Tire.

19. 18
Conclusions & Recommendations:
After conducting primary market research to see what people thought about Evergreen Tire and Auto
Repair shop and what elements people take into consideration when choosing an automotive shop, our
researching team has found helpful information for our client to use for their brand refresh. Out of 105
participants, only 25 are familiar with the brand. From those 25 participants we collected their current
impression of the brand, they rated Evergreen Tire and Auto Repair shop as higher than neutral (4) on a
scale of 1 to 7. One issue we ran into was students associating Evergreen Tire and Auto Repair Shop with
“trees, Washington State, and PNW”. This is an important aspect when noting a brand refresh because a
name change would be beneficial in order to avoid confusion on what the brand is looking to be
associated with. Our client wants to cobrand their brand with Quaker State and so in the survey for
student participants were asked if they recognize the brand and 56% said yes. The participants perceive
Quaker State’s brand as high quality, reliable, and used for high performance,and so by associating
Evergreen Tire and Auto Repair Shop with the Quaker State brand, people will have a good impression of
the brand. Our data shows that the top 3 traits that we people look for in Auto repair industry are
affordability, honesty, and customer service. With the brand refresh,it will be important for Evergreen
Tire and Auto Repair shop to associate them with these traits in order to interact more customers. After
reviewing the 11 factors from the participants that find most important when choosing an Auto Service
shop, we can conclude that there’s no major differences in the average ranking of the 11 given choices.
However men preferred “a well-known brand” option than women. Our client was interested in seeing
whether women would prefer cleanliness when choosing an automotive shop, but in data it shows that it’s
not a concern. Nonetheless,it will not hurt the company’s image if they want to take that approach.
Overall, what matters the most when people are considering an automotive shop is the 3 traits;
affordability, honestly, and customer service, and so our marketing research team believe that the primary
focus should affiliating the traits to the brand.

20. 19
Limitations:
There’s no perfect design when it comes to research. Although a self-administered survey has many
positive factors but there are also disadvantages to it such as respondents can only answer what is
presented and so there’s no follow up questions, could lead to response errors because respondents has no
one to clarify the given questions, and not a lot of people would be interested in doing a survey which
also leads to slow collection of data. Originally, our researching team wanted to survey people near
grocery stores such as Walmart, Safeway,or Shopko in order to collect more data, however it didn’t
happen because of the short time frame and ethical limitations.
Appendix:
Questions for Survey:
The questions below are the ones that were used to collect data for the Pullman community, as well as,
Washington State University students.
1. Do you currently have a vehicle? (ifNO, skip to question 4) N=109
☐Yes ☐No
2. Have you had your vehicle serviced in Pullman? N=108
☐Yes ☐No
3. Howoften do you get your vehicle serviced? N=96
☐Once a year
☐Once every six months
☐Once every three months
☐Once a month
4. Howfamiliar are you with Evergreen Tire in Pullman? N=106
☐I have never heard ofEvergreen Tire before

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☐I have heard of Evergreen Tire before
☐I have had my vehicle serviced at Evergreen Tire
5. Are you aware of where Evergreen Tire is located in Pullman? N= 107
☐Yes, (ifso, please tell us where: Stadium way, Between Mcdonald's and Jack in the box
☐No
6. When you think about the brand name “Evergreen Tire”,what comes to mind? (Please write
your response in the space provided below)
PNW,Tires, Washington, Repairs, Auto shop
7. We are interested in the associations that come to mind when you think about the brand name
“Evergreen Tire”. Based on what comes to mind when you think about this brand name, please
indicate where you feel Evergreen Tire fits on the following dimensions: N=25
1 2 3 4 5 6 7
Unreliable ☐ ☐ ☐ ☐ ☐ ☐ ☐ R Reliable Mean = 4.79
Inexpensive ☐ ☐ ☐ ☐ ☐ ☐ ☐ E Expensive Mean = 4.21
Low Quality ☐ ☐ ☐ ☐ ☐ ☐ ☐ H High Mean = 4.21
Ouality
Unfriendly
service
☐ ☐ ☐ ☐ ☐ ☐ ☐ F Friendly Mean = 4.58
Service
Dishonest ☐ ☐ ☐ ☐ ☐ ☐ ☐ H Honest Mean = 4.38
Slow
Service
☐ ☐ ☐ ☐ ☐ ☐ ☐ F Fast Mean = 4.17
Service
8. Based on your current knowledge ofand/or experience with the company what are your
perceptions ofEvergreen Tire? Mean = 4.41
1 2 3 4 5 6 7
Unpleasant ☐ ☐ ☐ ☐ ☐ ☐ ☐ Pleasant
Bad ☐ ☐ ☐ ☐ ☐ ☐ ☐ Good
Negative ☐ ☐ ☐ ☐ ☐ ☐ ☐ Positive

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Unfavorable ☐ ☐ ☐ ☐ ☐ ☐ ☐ Favorable
Not
beneficial
☐ ☐ ☐ ☐ ☐ ☐ ☐ Beneficial
Disagreeable ☐ ☐ ☐ ☐ ☐ ☐ ☐ Agreeable
9. Are you familiar with the brand Quaker State? N = 105
☐Yes, (ifso, what type ofproducts do they produce: Motor Oil, Oil
☐No
10. What comes to mind when you think ofthe brand Quaker State? (Please write your response in
the space provided below)
Motor Oil, High quality oil, Quality
11. Think about the Quaker State brand. Please indicate where you feel Quaker state fits on the
following dimensions:
1 2 3 4 5 6 7
Unreliable ☐ ☐ ☐ ☐ ☐ ☐ ☐ Reliable Mean = 4.82
Inexpensive ☐ ☐ ☐ ☐ ☐ ☐ ☐ Expensive Mean = 4.33
Low Quality ☐ ☐ ☐ ☐ ☐ ☐ ☐ High Quality Mean = 4.70
Low Performance ☐ ☐ ☐ ☐ ☐ ☐ ☐ High Performance Mean = 4.67
Environmentally
Irresponsible
☐ ☐ ☐ ☐ ☐ ☐ ☐ Environmentally Responsible
Mean = 4.04
Have you had your vehicle serviced at Evergreen Tire in the past? If NOT, leave questions 12 to 15
blank, and continue on to the next page.

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12. Have you had your vehicle serviced at Evergreen Tire in the past? Ifso, what work did you have
done?
☐ Oil
change
☐Tires ☐Brakes ☐Engine
Work
☐Other
(please
specify):____________________
13. Ifyou have have had your vehicle serviced at Evergreen Tire in the past,overall howwould you
rate your experience?
1 2 3 4 5 6 7 8 9 10
Poor ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ Excellent
14. In the space provided below, please explain the reasoning why you gave your experience at
Evergreen tire this rating.
______________________________________________________________________________
______________________________________________________________________________
15. Howlikely would you be to recommend the services ofEvergreen Tire to others?
1 2 3 4 5 6 7
Very
Unlikely
Unlikely Somewhat
Unlikely
Neutral Somewhat
Likely
Likely Extremely
Likely
The questions below were collected through Amazon Mturk.
1.Howwould you describe your most recent experience at an Auto Service Shop?
1 2 3 4 5 6 7 8 9 10
Poor ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ Excellent Mean = 7.38
2. In the space provided below, please explain the reasoning why you gave your experience at your
Auto Service shop this rating.
Honesty, Affordable, Quick service, Previous experience, Friendly, Customer service
3. When you are choosing an Auto Service shop, what factors are important to you?
Price,Location, Quality, Reliability, Friendliness
4. Please rank the following factors from the one that you find MOST important when choosing an
Auto Service shop (1) to the one that is LEAST important (9). Please write the number beside each
option.
__ Customer Service Frequency = 158

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__ Cleanliness Frequency = 8
__ Timeliness Frequency = 64
__ A well-known brand Frequency = 11
__ Efficiency Frequency = 63
__ Convenience Frequency = 45
__ Honesty Frequency = 208
__ Affordability Frequency = 219
__ Environmentally Friendly Frequency = 8
__ References Frequency = 44
__ Service Guarantee Frequency = 63
5. Out of the following options, please choose the three (3) that you find most important when
choosing an Auto Service shop:
☐Convenience
☐Cleanliness
☐Customer
service
☐Efficiency
☐References
☐Honesty
☐Affordability
☐Timeliness
☐Reliability
☐Quality
☐A well known brand
☐Environmentally friendly
☐Service Guarantee
☐Other (please specify): ____________________
6. Howimportant is it to you that an Auto Service shop givesback to the community?
1 2 3 4 5 6 7
Very
Unimportant
Unimportant Somewhat
Unimportant
Neutral Somewhat
Important
Important Very
Important
Mean = 3.72
7. Howimportant is it to you that an Auto Service shop’s facilities are clean?
1 2 3 4 5 6 7
Very
Unimportant
Unimportant Somewhat
Unimportant
Neutral Somewhat
Important
Important Very
Important
Mean = 4.53
8. What made you are choose your current Auto Service shop over a competitor?
Location, Price, References,Online reviews
9. What comes to mind when you think ofthe brand Quaker State? (Please write your response in
the space provided below)
Motor Oil, Oil
10. Are you familiar with the brand Quaker State?
☐Yes, (ifso, what type ofproducts do the produce: Oil
☐No

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11. Think about the Quaker State brand. Please indicate where you feel Quaker state fits on the
following dimensions:
1 2 3 4 5 6 7
Unreliable ☐ ☐ ☐ ☐ ☐ ☐ ☐ Reliable Mean = 5.29
Inexpensive ☐ ☐ ☐ ☐ ☐ ☐ ☐ Expensive Mean = 4.29
Low Quality ☐ ☐ ☐ ☐ ☐ ☐ ☐ High Quality Mean = 5.05
Low Performance ☐ ☐ ☐ ☐ ☐ ☐ ☐ High Performance
Mean = 5.00
Environmentally
Irresponsible
☐ ☐ ☐ ☐ ☐ ☐ ☐ Environmentally
Responsible Mean = 4.27
12. When you hear the brand name “Evergreen” [CS1]what associations come to mind? What does
this brand name make you think of?
Environmentally friendly, PNW,Trees
Sources:
● “Facts and Figures 2014-15”. 2015. Retreived from: https://wsu.edu/wp-
content/uploads/sites/625/2015/06/147617-B-Facts-Figures-8-5x11.pdf
● “Quick Facts: Pullman city, Washington”. 2015. Retreived from:
http://www.census.gov/quickfacts/table/PST045215/5356625
● “Quick Facts: WSU at a Glance”. Retrived from: https://wsu.edu/about/facts/