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

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Despite their popularity among cost-conscious consumers, these tyres raise serious safety concerns. This study aims to investigate the behavioural factors influencing consumers’ decisions to purchase re-grooved tyres, particularly within low-income communities. A qualitative, exploratory design was employed, utilising semi-structured interviews with 21 consumers from three townships in KwaZulu-Natal, South Africa. Participants were selected based on their experience of purchasing re-grooved passenger tyres. The data were thematically analysed using NVivo 12 software to identify recurring patterns and themes in consumer behaviour. The findings indicate that unplanned purchases driven by financial constraints are the primary motivators behind the acquisition of re-grooved tyres. Convenience, proximity to vendors, and word-of-mouth referrals significantly influence decision-making. Most consumers exhibited limited awareness of safety risks and were often misled by persuasive vendor strategies that highlighted low prices and a visible tread life. Quality, lifespan, and warranty considerations were secondary to affordability, and consumers often perceived value solely in terms of low costs. Consumer decisions to purchase re-grooved tyres are influenced by a combination of financial, social, and contextual factors, often at the expense of safety. There is a critical need for targeted educational campaigns and regulatory interventions to raise awareness of the hazards associated with re-grooved tyres. Simultaneously, marketers and policymakers must promote tyre options that balance affordability and safety to ensure informed consumer choices and improve road safety outcomes." } { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": "1", "item": { "@id": "https://f1000research.com/", "name": "Home" } }, { "@type": "ListItem", "position": "2", "item": { "@id": "https://f1000research.com/browse/articles", "name": "Browse" } }, { "@type": "ListItem", "position": "3", "item": { "@id": "https://f1000research.com/articles/14-1221/v1", "name": "Factors influencing the purchase of regrooved tyres: An exploratory..." } } ] } Home Browse Factors influencing the purchase of regrooved tyres: An exploratory... ALL Metrics - Views Downloads Get PDF Get XML Cite How to cite this article Mthembu A and Oluka A. Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.12688/f1000research.165576.1 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Research Article Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] Abner Mthembu 1 , Alexander Oluka https://orcid.org/0000-0001-7632-1490 1 Abner Mthembu 1 , Alexander Oluka https://orcid.org/0000-0001-7632-1490 1 PUBLISHED 06 Nov 2025 Author details Author details 1 Durban University of Technology, Durban, KwaZulu-Natal, 4001, South Africa Abner Mthembu Roles: Data Curation, Formal Analysis, Writing – Original Draft Preparation Alexander Oluka Roles: Methodology, Resources, Writing – Review & Editing OPEN PEER REVIEW DETAILS REVIEWER STATUS Abstract The influx of re-grooved tyres, often of poor quality, has increased in South Africa, driven by affordability and lack of regulation. Despite their popularity among cost-conscious consumers, these tyres raise serious safety concerns. This study aims to investigate the behavioural factors influencing consumers’ decisions to purchase re-grooved tyres, particularly within low-income communities. A qualitative, exploratory design was employed, utilising semi-structured interviews with 21 consumers from three townships in KwaZulu-Natal, South Africa. Participants were selected based on their experience of purchasing re-grooved passenger tyres. The data were thematically analysed using NVivo 12 software to identify recurring patterns and themes in consumer behaviour. The findings indicate that unplanned purchases driven by financial constraints are the primary motivators behind the acquisition of re-grooved tyres. Convenience, proximity to vendors, and word-of-mouth referrals significantly influence decision-making. Most consumers exhibited limited awareness of safety risks and were often misled by persuasive vendor strategies that highlighted low prices and a visible tread life. Quality, lifespan, and warranty considerations were secondary to affordability, and consumers often perceived value solely in terms of low costs. Consumer decisions to purchase re-grooved tyres are influenced by a combination of financial, social, and contextual factors, often at the expense of safety. There is a critical need for targeted educational campaigns and regulatory interventions to raise awareness of the hazards associated with re-grooved tyres. Simultaneously, marketers and policymakers must promote tyre options that balance affordability and safety to ensure informed consumer choices and improve road safety outcomes. READ ALL READ LESS Keywords Regrooved tyres, Consumer behaviour, Road safety, Affordability, Awareness. Corresponding Author(s) Alexander Oluka ( [email protected] ) Close Corresponding author: Alexander Oluka Competing interests: No competing interests were disclosed. Grant information: The author(s) declared that no grants were involved in supporting this work. Copyright: © 2025 Mthembu A and Oluka A. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Mthembu A and Oluka A. Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.12688/f1000research.165576.1 ) First published: 06 Nov 2025, 14 :1221 ( https://doi.org/10.12688/f1000research.165576.1 ) Latest published: 06 Nov 2025, 14 :1221 ( https://doi.org/10.12688/f1000research.165576.1 ) 1. Introduction The automobile industry in South Africa plays a pivotal role in contributing significantly to the country’s economy, with a steadily growing demand for tyres. Nonetheless, the South African tyre market has recently faced myriad challenges that have had adverse effects on the nation’s economy, industry sales turnover, worker job security, tyre recycling initiatives, and tyre safety, among other aspects. Notably, Kargar and Kargar (2016) reported an influx of illegally imported tyres that do not conform to European market standards, entering African shores through northern African countries such as Algeria, Mali, and Libya, and those in proximity to the Mediterranean Sea. Consequently, African countries, particularly those in the sub-Saharan region, including South Africa, have been exposed to substandard European tyres. After reaching the end of their serviceable life, these tyres are often re-grooved as a cost-effective alternative for resale and recycling ( Kargar & Kargar, 2016 ). Re-grooved tyres are often more affordable than new ones, making them an attractive option for budget-conscious consumers ( Smith, 2018 ). However, concerns regarding the safety of re-grooved tyres have been raised, as they may be more susceptible to punctures, blowouts, and tread separation ( Johnson et al., 2015 ). In South Africa, where road safety is a paramount concern, the use of re-grooved tyres has sparked debates among consumers, tyre manufacturers, and government agencies. According to Mathebula (2016) , there has been a surge in the use of unsafe re-grooved passenger tyres in township areas around KwaZulu-Natal, South Africa. These tyres have emerged as the primary cause of automobile incidents and road fatalities in the region ( Mfusi, 2015 ). Unsafe re-grooved passenger tyres are often challenging to trace as the cause of accidents because they are frequently destroyed during collisions. Durban, which is a major city in KwaZulu-Natal, South Africa, has a high rate of road accidents. The city’s roads are characterised by congestion, and drivers contend with numerous hazards, such as potholes, speed bumps, and uneven surfaces. The use of re-grooved tyres is prevalent in urban areas, particularly among cost-conscious consumers who may be financially constrained to afford new tyres. However, consensus on the safety of re-grooved tyres is lacking, and consumers may find themselves uncertain about whether to opt for them. One of the primary safety concerns associated with re-grooved tyres is the risk of tread separation, which occurs when the outer layer of the tyre separates from the underlying layers, resulting in a sudden loss of vehicle control ( Johnson et al., 2015 ). Re-grooving can weaken the tyre’s structure, increasing its vulnerability to tread separation. This risk is particularly pronounced for commercial vehicles that operate at high speeds while carrying heavy loads. Another safety concern linked to re-grooved tyres is the increased likelihood of punctures and blowouts. Improper or shallow cutting of new grooves during Re-grooving can leave the tyre more susceptible to punctures and tears ( Brown, 2018 ). In addition, Re-grooving reduces the overall thickness of the tyre, thereby raising the risk of a blowout, an incident with the potential to be hazardous and lead to accidents. Given the safety concerns surrounding re-grooved tyres, debates on their usage and regulation have arisen in various countries, including South Africa. Some experts argue that re-grooved tyres can be safe if re-grooved properly and used under appropriate conditions ( Saidani & Kim, 2022 ). Conversely, others contend that re-grooved tyres are inherently unsafe and should not be employed on public roads ( Nag et al., 2022 ). In response to these concerns, tyre manufacturers and industry associations have established standards and guidelines for the Re-grooving process ( Jones et al., 2020 ). These standards aim to ensure that Re-grooving is conducted safely and in accordance with best practices. However, despite these efforts, a consensus on the safety of re-grooved tyres remains elusive, leaving consumers uncertain about whether to choose them. Extensive research has shown that re-grooved tyres are commonly preferred in low-income areas due to their affordability compared to new tyres ( Khan & Lalotra, 2019 ; Wurster, Schulze, & Simon, 2021 ). Studies indicate that residents of these areas often prioritise affordability over safety when purchasing tyres ( Tetteh & Bawole, 2018 ). Furthermore, the use of re-grooved tyres is more prevalent among informal sector businesses, such as taxi operators, who frequently replace tyres and seek cost-saving options ( Wurster et al., 2021 ). It is important to note that the use of re-grooved tyres extends beyond low-income areas and the informal sector, as larger commercial vehicle fleets have also adopted them to reduce operational costs ( Wahab et al., 2018 ). While re-grooved tyres have potential benefits, their adoption among South African consumers remains a subject of interest and concern. There is a significant variance in consumer behaviour when it comes to choosing re-grooved tyres over new ones. The factors influencing this choice are multifaceted and include economic, environmental, and psychological considerations ( Smith, 2018 ; Kargar & Kargar, 2016 ). This study examines the factors influencing consumers’ decisions to purchase re-grooved tyres and determines the extent to which financial constraints shape those decisions. 2. Literature review The literature on re-grooved tyres encompasses a wide array of topics, ranging from the economic considerations of tyre purchasing to the environmental implications of tyre disposal and the safety concerns associated with Re-grooving. This section provides a comprehensive overview of the existing body of knowledge, highlighting key themes and findings relevant to the factors influencing the purchase of re-grooved tyres, particularly in South Africa. 2.1 Factors influencing the purchase of re-grooved tyres 2.1.1 Economic considerations Affordability plays a pivotal role in driving the adoption of re-grooved tyres, particularly in low-income areas ( Wurster et al., 2021 ). Research underscores that consumers in these areas often prioritise cost savings over tyre safety ( Tetteh & Bawole, 2018 ). Furthermore, the informal sector, which includes taxi operators, tends to use re-grooved tyres due to the need for frequent replacements and the desire to minimise operational expenses ( Khan & Lalotra, 2019 ; Wurster, Schulze, & Simon, 2021 ). Large commercial vehicle fleets have also embraced re-grooved tyres as a cost-saving measure ( Wahab et al., 2018 ). These economic considerations underscore the pivotal role of affordability in tyre-purchasing decisions. 2.1.2 Environmental implications The environmental impact of tyre disposal has raised global concern. Used tyres frequently end up in landfills or are incinerated, releasing harmful pollutants into the environment. Re-grooved tyres have emerged as a sustainable alternative to reduce tyre waste and conserve natural resources by requiring fewer raw materials for production ( Kargar & Kargar, 2016 ; Smith, 2018 ). This highlights the potential of environmental consciousness in driving the adoption of re-grooved tyres, especially among environmentally aware consumers. 2.1.3 Safety concerns Safety is a central issue in re-grooved tyres, encompassing a range of factors, including tread separation, punctures, and blowouts. Read separation occurs when the outer layer of the tyre separates from the underlying layers, leading to a sudden loss of vehicle control ( Johnson et al., 2015 ). Re-grooving can weaken a tyre’s structure, increasing its susceptibility to tread separation, particularly for commercial vehicles operating at high speeds and carrying heavy loads. Punctures and blowouts are also more likely to be re-grooved tyres if not re-grooved properly ( Brown, 2018 ). These safety concerns have spurred debates and varied expert opinions on the usage and regulation of re-grooved tyres ( Saidani & Kim, 2022 , Nag et al., 2022 ). 2.1.4 Marketing communication Effective marketing communication has been recognised as a potent tool for shaping consumer attitudes and behaviours, including tyre purchasing decisions ( Jones et al., 2020 ). However, limited research has explored the effectiveness of marketing communication strategies targeting the promotion of re-grooved tyre safety in specific regions, such as Durban and South Africa. Given the ongoing debates and uncertainties surrounding the safety of re-grooved tyres, understanding how marketing messages, channels, and information sources influence consumer attitudes and behaviours is paramount ( Jones et al., 2020 ). 2.1.5 Customers’ interest, opinions, and behaviour in purchasing tyres Understanding consumer behaviour concerning the purchase of new versus re-grooved passenger tyres is essential. Chipp and Chakravorty (2016) found that consumers interested in new tyres prioritise safety and performance, while those inclined towards re-grooved tyres focus on cost savings. Environmental consciousness may drive some consumers to prefer re-grooved tyres because of their waste reduction potential ( Kargar & Kargar, 2016 ). However, safety concerns remain a significant barrier to the adoption of re-grooved tyres ( Mrad and El-Samra, 2020 ). Customer interests, opinions, and behaviour can be influenced by factors such as perceived quality, information availability, marketing campaigns, price points, and sustainability promotion ( Cassidy & Hamilton, 2016 ). In addition to the factors mentioned above, government regulations play a pivotal role in influencing customer behaviour. Regulations, such as bans on the use of re-grooved tyres in certain types of vehicles, can significantly impact customers’ perceptions and choices ( Department of Transport, 2016 ). 3. Methods 3.1 Research design This study adopted an exploratory qualitative research design to examine the behavioural factors influencing the purchase of re-grooved tyres. Given the limited existing literature on this specific consumer behaviour in the South African context, a qualitative approach was appropriate for generating rich, in-depth insights and exploring the underlying motivations and perceptions ( Jain, 2021 ). 3.2 Research setting The research was conducted in three townships in KwaZulu-Natal: KwaMashu, kwaDabeka, and uMlazi. These locations were selected for their socioeconomic diversity and high prevalence of informal tyre trading. Situated in a province known for its blend of urban and peri-urban characteristics, these townships provide a relevant backdrop for studying affordability-driven consumer decisions and the role of informal vendors in influencing purchasing behaviour. 3.3 Data collection instrument Primary data were collected using semi-structured interviews with 21 participants who had recently purchased re-grooved passenger tyres. The interviews, conducted between March 2019 and November 2020, employed an open-ended discussion guide that allowed participants to articulate their experiences and decision-making processes freely. Interviews were arranged via direct contact and conducted in person, lasting between 30 and 60 minutes. All interviews were audio-recorded with the participants’ consent to ensure the accuracy and reliability of the data. Written informed consent was obtained from all participants prior to the commencement of the interviews, ensuring ethical compliance and respect for participants’ rights. Each participant was required to sign the consent form before participating in the study. The study received ethical approval from the Durban University of Technology (DUT) Institutional Research Ethics Committee. The ethical clearance letter was granted under the following Ethical Clearance number IREC 070/23. To enhance the rigour of the study, credibility was addressed through prolonged engagement with the data, peer debriefing, member checking, and iterative reflection. These techniques ensured that the themes, categories, and interpretations remained consistent with participants’ accounts ( Mabunda et al., 2019 ). 3.4 Data analysis Thematic content analysis was used to examine the qualitative data. Using NVivo 12 software, the transcripts were systematically coded to identify recurring themes and subthemes. The software enabled efficient organisation and interpretation of the data by automating manual processes, thereby facilitating deeper pattern recognition and thematic development ( Stead, 2017 ; Algozzine & Hancock, 2017 ). 4. Results 4.1 Profile of the participants Table 1 presents the participants’ profiles. The data reveal a strong presence of younger individuals, particularly in the 18-29 years age group (62%), and a predominant number of participants with household incomes below R25,000 (81%). Umlazi Township emerged as the location with the highest participation (52%), followed by IClermont Township (29%), and KwaMashu Township (19%). Table 1. Participants’ profile. Profile Frequency Percentage Age group 18-29 years 13 62% 30-40 years 4 19% 41-55 years 1 5% 56 and above 3 14% Household income Less than R25,000 17 81% R25,000-50,000 4 19% Location Clermont Township 6 29% Mlazi Township 11 52% KwaMashu Township 4 19% 4.2 Emerging themes and subthemes Analysis of the data gathered from the semi-structured interviews yielded the identification of themes and subthemes, as highlighted in Table 2 . Table 2. Themes and subthemes. Theme Subtheme Theme 1 Factors contributing towards the purchase of re-grooved tyres ➢ Planned/Unplanned purchases ➢ Proximity of market to re-grooved passenger tyres ➢ Familiarity with re-grooved passenger tyres ➢ Persuasion ➢ Marketing strategy Theme 2 Customer behaviour ➢ Quality ➢ Choice ➢ Lifespan ➢ Value Theme 1: Factors contributing towards the purchase of re-grooved tyres This theme explores the factors contributing towardss the purchase of re-grooved tyres by the participants in this study. 4.3 Theme 1: Factors contributing towards the purchase of re-grooved tyres This theme examines the factors influencing the purchase of re-grooved tyres by the participants in this study. Six sub-themes were identified. 4.3.1 Subtheme 1.1: Planned/unplanned purchases In all three townships of KwaZulu-Natal (KwaMashu, KwaDabeka, and Umlazi), the majority of participants reported being prompted to purchase unsafe re-grooved tyres due to various needs, including the urgency of needing tyres, the desire for affordable tyres, and the opportunity to bargain on tyre prices. For the participants who were purchasing these tyres, the issue of safety was not deemed a safety concern. The frequency with which these tyres were bought shows that most of the purchases were unplanned compared to those that were planned. Most participants indicated that they buy passenger tyres with re-grooves because of an immediate need. This is frequently caused by several factors, such as worn-out or flat tyres without a spare. Participant #1 articulated the nature of the urgency was articulated by Participant #1 : “I purchased unsafe re-grooved passenger tyres because I did not have enough money to buy a new or a second tyre. It was unplanned… I needed tyres urgently. I bought two tyres.” Participant #19 revealed that it was not only an unplanned purchase but also a matter of urgency. However, planned purchases were also made. This is expressed as follows: “The purchase was planned but rather urgent, and I could not wait. I did not purchase a full set, but I bought only two tyres.” While Participant #21 stated that: “It was unplanned, I purchased a partial set” It also became prominent that the participants who were purchasing unsafe re-grooved passengers’ tyres due to an urgent need were not purchasing full sets of these tyres. In addition, the affordability of the tyres led to planned purchases, as mentioned by Participant #3. “ I purchased unsafe re-grooved passenger tyres because I did not have enough money to buy a new or a second tyre. It was a planned purchase, I needed tyres urgently. I bought two tyres.” The above sentiment was further highlighted by Participant #10: “ I had to purchase unsafe re-grooved passenger tyres because I did not have enough money to buy a new or a second tyre. It also allowed me to bargain for a better price.” The fact that both Participants #3 and #10 expressed similar sentiments suggests that they did not have enough money. Therefore, it can be assumed that purchasing such tyres allowed them to negotiate lower prices for these tyres. The above sentiments can provide marketers with insight into the knowledge they have about the product or service. This will enable the marketer to fill the gap that exists in the space of clients’ knowledge or information ( Lee et al., 2018 ). 4.3.2 Subtheme 1.2: Proximity to market of re-grooved passenger tyres For most participants, the proximity of vendors who sell unsafe re-grooved passenger tyres was significant in ensuring that users can easily access these tyres in the most convenient areas. On the other hand, some participants pointed out that others referred them to purchase tyres within that local area. Below are the sentiments expressed by the participants in relation to this subtheme. Most participants cited convenience as a key factor when choosing where to buy re-grooved passenger tyres. They either did not want to search for the lowest price or did not have time. Some went to tyre suppliers near their homes or those that would not require them to wait. Convenience was also tied to having tyre vendors in one location at cheap costs, removing the need to “ search about ” for the lowest price . Participant #3 emphasised purchasing tyres from the same vendor over the past several years. “ I went to the tyre street vendor that I have been buying tyres from over the years.” Participant #3 Participants #5 and #7 highlighted that they frequented suppliers located in close proximity to them. “I went to the tyre street vendor that is close to where I live.” Participants #5 Another of the participants who indicated the following also echoes the above sentiment: “ I went to the nearest street vendor for my tyres.” Participants #7 From the above narratives, one can conclude that the convenience of acquiring re-grooved passenger tyres from the closest tyre street sellers is the justification that the participants provided for their decision to make a purchase. The participants noted that the ease with which they were able to acquire such tyres was mostly due to the fact that the stores selling them were either close to their homes or easily accessible, making it possible for them to engage in price bargaining. Some participants further indicated that they were referred to street vendors either by friends or neighbours, and as such, convenience was a decisive factor in selecting a tyre street vendor across all three townships. Participant #4 stated: “I went to the tyre street vendor that I was referred to by a friend of mine.” Furthermore, price was also an important factor in selecting a tyre street vendor across all three townships, as participants stated that they were also looking for the cheapest tyres. According to Participant #2: “ I was talking to my neighbour, and it just happened that we spoke about tyres and he told me that I can buy tyres that could help me in the meantime until I have enough money to buy the new ones. Then, he advised me to go to Bester near the taxi rank, where I could find these tyres. ” According to Cameron and Green (2019) , in any given context, individuals behave in a specific manner, which is often driven by forces that encourage them to seek simple survival solutions. Sometimes, these solutions are not ethical; however, they are still implemented as long as they can eliminate certain constraints. Observing individuals in a given location teaches marketers consumer behaviour lessons to marketers ( Blomberg et al., 2017 ). Customers buy popular items and services. Customers learn how to use goods or services by seeing others in their area. 4.3.3 Subtheme 1.3: Unfamiliar with re-grooved passenger tyres Most participants revealed that they were unfamiliar with re-grooved passenger tyres, and they never bothered to acquire knowledge prior to purchasing such tyres. There was also the issue of being misinformed by the tyre vendors as to the origin of the tyres. Instead, they were persuaded by being told that the tyres were cheap and had a long tread life. The tyre vendors knew exactly that the tyres were curved from the tread surface, so that they would appear to have sufficient original tread life. This was expressed by Participant #1, who highlighted that his interest was to get the tyres as soon as possible and that there was no time to do research on tyres. Purchases were made based on urgency and not on safety considerations. “I did not do any research as I needed the tyres urgently, there was no time for me to do research.” Participant #4 did not participate in any research prior to purchasing. This may imply that the participant did not see any danger of using such tyres, as he was unfamiliar with their unsafe features. “I did not do any research. I did not know anything about unsafe re-grooved tyres.” From the above, it can be inferred that a customer’s level of previous experience determines their familiarity with the goods. The effects of personal experience often create specific beliefs that can be viewed either positively or negatively, depending on a particular person’s past experiences. The same effect may be experienced when purchasing goods or services ( Frenken & Schor, 2017 ). If a customer’s experience with a particular service or product satisfies their demand, there is a possibility that they may make similar transactions in the future. On the other hand, Bilgihan et al. (2016) suggest that experiences of certain awareness signals may cause one to form particular beliefs towards a product or service. This literature review highlighted that customers should be aware of the dangers of unsafe re-grooved passenger tyres based on their experiences; this may positively shape specific beliefs that could encourage them to stop using such tyres. These beliefs could help customers stop using unsafe, re-grooved passenger tyres. 4.3.4 Subtheme 1.4: Persuasion The majority of participants from all three townships under study in KwaZulu-Natal mentioned being influenced by tyre vendors. The influence was centred primarily on the tyre vendors’ knowledge of what would lure customers who purchase unsafe re-grooved passenger tyres. Therefore, the most convincing argument that the tyre vendors used was based on highlighting the low price of the tyres and the remaining tread life of the tyres. Participants noted that the tyre vendors frequently used phrases like “ tyres are cheap ” and “ sufficient tyre tread life remaining ” in their sales pitches to persuade them to make the purchase. Participant #1 recalled: “In my case, I was just advised that since I do not have enough money to purchase these specific second-hand tyres. Here are cheaper tyres than those I initially intended to purchase.” Furthermore, tyre tread life was another powerful convincing element that most tyre vendors also use to persuade users to buy these tyres. This was echoed by Participant #4 : “The tyre vendor just simply convinced me by showing me what he said was the remaining tread life of the tyre.” It also became clear that the problem of tyre vendors operating in the same area and attempting to persuade purchasers to buy their tyres all at once has occasionally not reaped any advantages, as customers are frequently left perplexed. Customers frequently end up needing to trust their intuition when making decisions. This was reported by Participant #10: “Actual it was quite confusing to make a decision because the tyre vendors all come at once to you, with bargain prices and others recommending the tread life of their tyre. It was very confusing and to tell you the truth I was left in a dilemma as to whether to purchase it at all.” Moreover, despite the fact that the vendors’ assurances convinced most participants of inexpensive prices and acceptable tread life, there were some who stated that they purchased re-grooved passenger tyres without any convincing form. Participant #7 stated: “There was no role the tyre vendor played because my mind was already made up that I wanted to buy the tyres due to the cheaper price.” Participant #7’s response suggests a high degree of consumer agency and predetermined decision-making. Unlike other participants who were influenced by vendor persuasion, this participant had already resolved to purchase re-grooved tyres based solely on price considerations. This suggests that in some instances, consumer decisions are primarily influenced by internal financial constraints rather than external sales tactics. It also implies that, for certain buyers, affordability is a dominant factor, and vendor influence becomes redundant in the purchase process. 4.3.5 Subtheme 1.5: Marketing strategy used to close the sale This subtheme was derived by identifying the tactics used by the tyre vendors to convince customers to purchase re-grooved passenger tyres. The main approach to their strategy was to persuade or lure customers by showing the remaining tread life of tyres (which were curved by hand) and stating how cheap they were. It also emerged that some customers did not need to be convinced to purchase tyres, as their minds were already made up to purchase unsafe re-grooved passenger tyres. Most participants revealed that they had already made up their minds to purchase unsafe re-grooved passenger tyres due to the high standards of customer care offered by tyre vendors, and others cited past experiences they had with them. “He did not have much of an influence as I had already made up my mind on purchasing the tyres. He was just happy to have a new customer, so he didn’t have to do much persuading.” Participant #15 “For me it was just his personality. His approach to customers is excellent. He treats his customers with respect and care.” Participant #19 Some participants indicated that the tyre vendors were flagging the remaining tyre tread life as a convincing strategy to lure prospective unsafe re-grooved passenger tyre users to purchase such tyres. “The tyre vendor showed me the depth of the groove on the tyre, and he said it is going to last.” Participant #6 “He showed me a tread life of the tyre I bought.” Participant #21 However, some participants indicated that they were overwhelmed by the different information given by the tyre vendors on unsafe re-grooved passenger tyres. They believed that the nature of this strategy was to distract them from making hasty decisions when purchasing unsafe re-grooved passengers. However, for most participants, the decision was easy, as they were looking to purchase cheap tyres. “Everything happened too fast, but what I can recall is that I was looking at buying cheaper tyres. I think I made my decision based on the price of the tyres.” Participant #10 According to Kotler et al. (2015) , marketers should define their messages more broadly. Crane and Livesey (2017) argued that messages must be defined to benefit both businesses and their customers. Instead of defining the message to benefit the entire spectrum of the target audience, it would not be necessary to find a message relevant to each individual. Therefore, it is essential to define the voice of the target audience before formulating the message. For the same reason, the message that must be formulated to promote tyre safety awareness should be one that the target audience is willing to listen to. This will require that the champions of the message first determine what sort of messages the target audience is willing to listen to before the message is formulated. The responses provided by the participants showed that tyre vendors had studied their target audience, and they knew exactly what to say to persuade them. 4.4 Theme 2: The customers’ behaviour on purchasing unsafe tyres In all three townships, it became apparent that the purchasing criteria for unsafe re-grooved passenger tyres were unknown to the participants. Therefore, this theme explores customers’ behaviour in purchasing unsafe tyres. This theme is discussed under four subthemes: choice, lifespan, quality, and value. The issue of quality and physical features of the tyres was not considered as a purchasing criterion by the participants. Instead, the participants considered other criteria as reasons for purchasing such tyres. The following subthemes were identified. 4.4.1 Subtheme 2.1: Lack of attention to the quality of re-grooved tyres It became clear that the majority of participants did not consider the quality or characteristics of the re-grooved tyres when deciding to purchase. Instead, participants across the three townships considered factors such as low price, tread life, and warranty. Most participants indicated that they were not well-versed in what qualities constituted a safe tyre. “I look for quality, tread life, and warranty under normal circumstances.” Participant #17 One participant stated that he looked for a cheap tyre as the main criterion and a tyre they could use in the meantime, while they were saving to purchase brand-new tyres. “This was my first time to purchase such tyres, therefore I did not have any specific characteristics that I was looking for in a tyre, only the cheaper tyres that I was looking for.” Participant #2 In addition, most participants stated that they did not have any expectations regarding the quality of these tyres because they knew that second-hand tyres cannot be guaranteed as far as quality is concerned. “I knew that these tyre dealers wouldn’t offer all that you have mentioned, especially on unsafe re-grooved passenger tyres. Therefore, I did not have any expectations, as mentioned.” Participant #8 According to Frederiks et al. (2015) , the lack of motivation by a customer is a hindering factor toward behaviour change . For instance, if a customer feels that a specific behaviour alteration is not of any benefit to them, they often reject the change. However, if the benefits are of interest to the customer, then the customer will adopt the behaviour. Sometimes, the benefits may not be immediately apparent. Conversely, it may be necessary for someone to explain the benefits. 4.4.2 Subtheme 2.2: Choice to purchase As mentioned earlier, the participants indicated various reasons for purchasing such tyres. However, the quality and characteristics of such tyres did not directly influence their purchase. Many participants indicated cost-effectiveness and urgency as reasons for purchasing. The most frequently mentioned factor by the participants was saving money. Some even mentioned that they knew that these tyres would not offer anything of substance technically. Therefore, money was the only factor that influenced unsafe re-grooved passenger tyre users to purchase such tyres. “When I was at Bester to purchase such tyres, it was clear that they would not be able to offer me what other formal tyre businesses offer when you purchase tyres. In light of that, I settled for cheaper prices only to make my decision because I knew that this was the only thing tyre vendors could offer.” Participant #10 This was also evident by another participant who indicated the following: “When I made a purchase of two tyres, the brand name and the reputation of the manufacturer were not on top of my list. I just needed tyres that were cheap at that point in time.” Participant #17 Some participants stated that the only reason they purchased such tyres was urgency, as they needed tyres. To some extent, the issue of money was not a barrier, but the urgency prompted them to purchase unsafe, re-grooved passengers. “Nothing much was considered during my purchase of these tyres. My decision was based on the fact that I need tyres quite urgently.” Participant #12 According to de Bruijn and Janssen (2017) , a sense of urgency ensures that there is a need for change to occur in a given situation. In some situations, money also functions as a catalyst to ensure that a specific behaviour is altered or adopted; however, at the same time, it must be acknowledged that authentic change does not occur instantly but gradually. On the other hand, strong groups or individuals who will support the required change are needed for change to occur. This initial step is essential to ensure that the subsequent stages are completed successfully without any difficulties. 4.4.3 Subtheme 2.3: Life span of re-grooved passenger tyres Response to the expected life span of re-grooved tyres varied, but all participants expressed similar sentiments of not knowing the life span of unsafe re-grooved passenger tyres. Most participants indicated that they did not expect their tyre life span to last long, as the tyres they purchased had been used before. The participants did not have a lifespan expectancy of unsafe re-grooved passenger tyres. Most participants purchased them for various reasons, such as urgency and the fact that they were cheap . “To be honest, I never thought of the time these tyres would last. I just thought of the journey that I needed to take, as long as I can reach my destination.” Participant #1 “Since I knew that they were secondhand tyres, I knew that they would last a few days and would only go for a few miles.” Participant #12 According to Frenken and Schor (2017) , the effects of personal experiences often create specific beliefs that can be viewed either negatively or positively, depending on a particular person’s past experience. A similar effect can be experienced when purchasing goods or services. If a customer’s experience of a particular service or good meets their needs, it is likely that the same transactions might take place in the future. However, Bilgihan et al. (2016) stated that experiences with specific awareness messages may trigger specific beliefs about a product or service. This is evident here, based on the fact that participants lack experience in understanding the tyre’s life expectancy. As a result, some participants decided not to consider the expected life of the tyre when deciding whether to buy such tyres. 4.4.4 Subtheme 2.4: Value and warranty Good value to these participants meant they got everything that a second-hand tyre can offer, which is low in price and warranty. However, the common things that are defined as adding value to a tyre, such as a reputable brand name, quality, performance, endurance, safety, service agreement, and appearance, were not considered, as the participants knew that they were not brand-new tyres. However, a few participants indicated that a reasonable or affordable price did not necessarily mean that it is a good tyre because you get what you pay for. The majority of participants gave responses that allude to the fact that price and warranty is what they considered as they gave “Good Value” in a tyre. Furthermore, price and warranty were the most common answers provided by the participants in responding to what constitutes a “Good Value” in a tyre. However, warranty remains an issue that cannot be clearly verified because the tyre was not a brand-new tyre. “Price and warranty are what constitute a “good value” in a tyre.” Participant #3 Branding relates to the power of the emotional connection that is formed to intrinsically associate the product or service features with consumers’ minds, making it easier for them to identify the product or service ( Rupini & Nandagopal, 2015 ). In terms of unsafe re-grooved passenger tyres, the emotional relationship is not attributed to branding, but rather to marketing strategies such as low prices and warranty. tyre vendors propagate promotional messages on how cost-effective unsafe re-grooved passenger tyres are, more than they should promote the safety of these tyres. Tyre retailers demonstrate the effectiveness of their brand based on the uniqueness of each tyre brand product they offer. However, warranty and high-mileage issues remained a challenge, as most tyres had been previously used, and they were not guaranteed to last. “High mileage should correspond with the warranty and safety of a tyre. To me that is what I regard as a “good value.” Participant #5 “It’s only a warranty that is important to me, not much of a high mileage because I know that the tyres were used before, therefore, I cannot expect high mileage on that tyre.” Participant #14 Because warranty and mileage are difficult to assess as tyres have already been used, they have come to represent the information that tyre vendors lack. This is in line with the literature review, which confirms that t yre customers doubt the marketers’ skills and capacities to provide some advice on a specific product or service: if the information provided by a marketer or seller to the prospective customer is perceived by the customer as doubtful, it may cause a customer to resist buying a product or service ( Ashraf, 2019 ). In turn, this may result in a customer being unwilling to change their behaviour in terms of adapting to a new product or service. 5. Discussion Extant literature suggests that the influx of illegal and hence poor-quality tyres in many African countries has been prompted by the rapid growth of middle-class communities, who now have the power to purchase cars at an increasing rate ( Breen et al., 2016 ). This has contributed to the growth in the market for all types of tyres, including unsafe re-grooved passenger car tyres, off-the-road tyres, industrial tyres, agricultural tyres, truck tyres, bus tyres, trailer tyres, and motorcycle and bicycle tyres. The findings of this study shed light on several factors contributing to the purchase of re-grooved tyres, highlighting the complex dynamics that influence consumer decisions in the context of tyre purchases. 5.1 Factors contributing towards the purchase of re-grooved tyres One of the key findings is the prevalence of unplanned purchases of re-grooved tyres. Participants often found themselves in situations where they urgently needed tyres, and the affordability of re-grooved tyres made them an attractive option. This highlights a significant gap in consumers’ financial preparedness for unexpected events, such as tyre replacement. Contrary to the study by Wahab et al. (2018) that users buy substandard tyres due to lack of awareness and knowledge, the finding suggests that, for many, the choice to buy re-grooved tyres was not driven by a lack of awareness but by immediate financial constraints. This aligns with the idea that unforeseen events, such as tyre replacements, can strain consumers’ budgets, leading them to seek cost-effective options ( Dholakia et al., 2010 ; Breen et al., 2016 ). This aligns with the concept of “emergency purchasing,” where consumers prioritise immediate needs over long-term considerations ( Srinivasan & Ratchford, 1991 ). Furthermore, convenience emerged as a critical driver of tyre purchases. Participants often chose to buy re-grooved tyres from vendors located near their homes to save time and effort. This finding is supported by a substantial body of literature. Consumers often prefer nearby or easily accessible stores and services, as this saves time and effort ( Donthu & Gilliland, 1996 ). This aligns with the well-established concept of “location, location, location” in retail, emphasising the importance of being geographically convenient to consumers ( Wakefield & Baker, 1998 ). This convenience factor was further compounded by the presence of multiple vendors in the same area, allowing consumers to easily compare prices. This aligns with the literature on consumer behaviour, which emphasises the importance of convenience and accessibility in purchase decisions ( Breen et al., 2016 ). This finding also agrees with Gillani et al. (2019) that a high level of proximity has a positive impact on consumer purchasing behaviour. This implies that consumers prioritise ease of access over other factors such as quality and safety when making their purchasing decisions. Additionally, recommendations from friends and neighbours played a role in guiding consumers to specific vendors. This suggests that social networks and word-of-mouth recommendations can have a significant impact on consumer choices in this context. Tyre vendors should consider the importance of location and proximity in their business strategy. This finding is consistent with research showing that consumers in emerging markets often rely on personal relationships and word-of-mouth recommendations rather than brand reputation when making purchase decisions ( Kazemi et al., 2013 ). This implies that accessibility to consumers and building a positive reputation within the community can attract more customers. Word-of-mouth marketing and referrals can also be leveraged to build trust and customer loyalty. The lack of awareness among participants regarding the safety concerns associated with re-grooved tyres is a significant concern. Many consumers purchase these tyres without conducting any research or seeking information about potential risks. This finding agrees with that of Wahab et al. (2018) that users with a lack of awareness and knowledge would eventually buy and use substandard tyres without being aware of the potential hazards that may occur. This lack of knowledge was exacerbated by misinformation provided by tyre vendors who emphasised low prices and remaining tread life, omitting crucial safety information. This is because a lack of awareness and knowledge could potentially put them at risk of accidents or tyre failure, as re-grooving can weaken the structural integrity of the tyre, leading to an increased risk of blowouts and tread separation ( Jansen et al., 2014 ). This finding aligns with the literature on consumer awareness, in which a lack of knowledge can lead to suboptimal choices ( Babin & Harris, 2015 , Breen et al., 2016 ). There is a clear need for educational campaigns and consumer awareness programs to inform individuals about the risks associated with re-grooved tyres. These campaigns should target not only the general public but also the tyre vendors themselves to ensure that they provide accurate and complete information to customers. The influence of tyre vendors on consumer choices is evident in this study. Vendors employed persuasive tactics, emphasising low prices and remaining tread life to convince customers to buy re-grooved tyres. This aligns with established principles of marketing and sales influence. Persuasive tactics, such as emphasising low prices and remaining tread life, have been extensively studied in consumer behaviour research ( Cialdini, 2001 ). Baglione et al. (2016) reported that a tyre dealer that offers cheap tyres, among other benefits, attracts consumers who are seeking cheap tyres. Zhang et al. (2016) express that advertising is an endeavour to impact the purchasing behaviour of clients or customers with a persuasive selling message. However, the presence of multiple vendors using similar tactics can sometimes lead to confusion among consumers. Some participants mentioned that they had already made up their minds to purchase re-grooved tyres due to past positive experiences with vendors or their pleasant customer service. This suggests that vendor reputation and customer relationships can have a significant impact on purchase decisions. Tyre vendors should prioritise building trust with customers through transparency, ethical sales practices, and exceptional customer service. Providing clear information about the risks associated with re-grooved tyres and offering alternative, safer options can help consumers make more informed choices. The marketing strategies employed by tyre vendors primarily revolved around showing the remaining tread life of tyres and emphasising their affordability. These strategies aimed to convince consumers that re-grooved tyres were a viable and cost-effective option. This finding is consistent with that in the literature on pricing strategies. Price remains a critical consideration for many consumers, and marketing tactics that highlight affordability can be effective ( Nagle & Holden, 2002 ; Levrini & Jeffman dos Santos, 2021 ). However, some participants indicated that they had already made decisions based on the low price of the tyres, suggesting that affordability was a decisive factor for them. This implies that while marketing tactics play a role, price remains a critical consideration for many consumers. Marketers and tyre vendors can continue to promote the affordability of re-grooved tyres while simultaneously emphasising the importance of safety. Creating marketing materials that educate consumers on the potential risks and benefits of various tyre options can empower them to make informed decisions. 5.2 The customers’ behaviour on purchasing unsafe tyres Prasad et al. (2019) explain purchase decisions in terms of purchase intention, loyalty, and post-purchase behaviour. The findings reveal that customer behaviour is influenced by various factors, including affordability, lack of attention to quality, lifespan expectations, and perceptions of value and warranty. One significant finding was the participants’ lack of attention to the quality and physical characteristics of re-grooved tyres. Instead, they prioritise factors such as low prices, tread life, and warranty when making purchasing decisions. This suggests that customers may not fully understand or appreciate the safety implications of the tyre quality. This lack of consideration for quality and safety is consistent with previous studies on consumer behaviour in emerging markets, where low prices often trump quality considerations ( Darmon & Drewnowski, 2015 ). However, the implications of this behaviour are significant, as they can lead to suboptimal purchase decisions and increased risks. To address this behaviour, marketers and safety advocates should emphasise the long-term cost-effectiveness of safer tyres. Providing options for affordable yet safe tyres can help customers make more informed choices. Additionally, highlighting the potential risks and costs associated with using unsafe tyres can influence behaviour. Participants generally had low expectations regarding the lifespan of re-grooved tyres, acknowledging that these tyres had already been used. This perception of limited durability influences their decision to purchase such tyres. The participants’ lack of knowledge and expectations regarding the lifespan of re-grooved tyres has important implications for road safety. According to Khalid et al. (2020) , consumers lacking knowledge would eventually purchase and use these fake and substandard tyres without being aware of the potential hazards that may occur. This is concerning, as using unsafe tyres could be a contributing factor to the high prevalence of tyre-related road accidents in the country ( Dumenya et al., 2022 ). Consumer education should include information about the expected lifespan of re-grooved tyres, as well as the potential risks associated with their shortened lifespan. Marketers can promote the long-term value of safer tyres by emphasising their extended durability and safety features. Value for participants is often associated with affordability and warranty. The low price of re-grooved tyres and the presence of a warranty are considered essential elements of good value. However, participants acknowledged that the absence of certain attributes, such as brand reputation and high mileage, is due to the second-hand nature of these tyres. Marketers should continue to emphasise affordability and warranty as selling points for safer tyres. However, efforts should also be made to educate consumers about the limitations of warranties on second-hand tyres. Promoting the safety features and benefits of reputable tyre brands can help consumers perceive safer tyres as a better value in the long run. 6. Conclusions This study examined the behavioural factors influencing consumer decisions regarding the purchase of re-grooved tyres in selected townships in KwaZulu-Natal, South Africa. The findings indicate that affordability and urgency are the primary drivers of unplanned purchases, often taking precedence over safety and quality considerations. Consumers frequently rely on proximity to tyre vendors and recommendations from their peers, reflecting the importance of convenience and social influence in the decision-making process. A notable concern is the widespread lack of awareness regarding the safety risks associated with re-grooved tyres. This is further compounded by persuasive vendor tactics that emphasize affordability and visible tread depth, while omitting critical information about potential hazards. These findings underscore the need for targeted consumer education and behaviour change initiatives aimed at promoting informed tyre choice. To mitigate these challenges, educational campaigns should be developed to raise awareness of tyre safety standards, the long-term benefits of investing in quality tyres, and the risks associated with substandard options. These initiatives should target both consumers and tyre vendors to ensure consistent messaging and reduce misinformation. From a marketing standpoint, clear communication about the cost-effectiveness and safety features of certified tyres could influence consumer preferences. Furthermore, regulatory efforts should encourage tyre retailers to promote products that meet safety standards, including the use of visible certification labels, to guide consumer choices. This study was confined to low-income urban townships in South Africa and focused specifically on consumer behaviour regarding re-grooved passenger tyres. As such, the findings may not be generalizable to other geographical contexts or categories. Future research could adopt a comparative approach by examining variations in consumer behaviour across different regions, including developed and developing countries. Moreover, longitudinal studies evaluating the long-term safety performance of re-grooved tyres relative to new ones could provide valuable empirical evidence to inform policies. Finally, further investigation into the ethical practices and marketing strategies of tyre vendors would provide deeper insights into consumer-vendor dynamics and their impact on perceptions of tyre safety. Ethics and consent All interviews were audio-recorded with the participants’ consent to ensure the accuracy and reliability of the data. Written informed consent was obtained from all participants prior to the commencement of the interviews, ensuring ethical compliance and respect for participants’ rights. Each participant was required to sign the consent form before participating in the study. The study received ethical approval from the Durban University of Technology (DUT) Institutional Research Ethics Committee. The ethical clearance letter was granted under the following Ethical Clearance number IREC 070/23. Data availability The data utilised in this study are subject to confidentiality agreements and institutional restrictions and therefore cannot be made publicly available. To safeguard participant privacy, access to the dataset is tightly regulated. Researchers seeking access must submit a formal request to the corresponding author, outlining the research purpose, the specific data required, the intended use, and the measures that will be implemented to ensure data security and participant confidentiality. Although data sharing is limited, requests will be reviewed individually, and where possible, anonymised data may be provided to mitigate privacy and confidentiality risks. To initiate a request or for further inquiries, please contact [email protected] References Algozzine B, Hancock D: Doing case study research: A practical guide for beginning researchers. Teachers College Press; 2017. Ashraf R: Cross-Predictability of Industry Return in Trade Network: Using LASSO. J. Invest. 2019; 28 : 42–54. Publisher Full Text Babin BJ, Harris E: CB7: Consumer Behaviour. Cengage Learning; 2015. Baglione S, Tucci LA, Talaga JA: Consumer Preferences Among Low-price Guarantee Offers. Atl. Mark. J. 2016; 5 : 2. 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Publisher Full Text Zhang H, Liang X, Wang S: Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy. J. Bus. Res. 2016; 69 : 3725–3730. Publisher Full Text Comments on this article Comments (0) Version 1 VERSION 1 PUBLISHED 06 Nov 2025 ADD YOUR COMMENT Comment Author details Author details 1 Durban University of Technology, Durban, KwaZulu-Natal, 4001, South Africa Abner Mthembu Roles: Data Curation, Formal Analysis, Writing – Original Draft Preparation Alexander Oluka Roles: Methodology, Resources, Writing – Review & Editing Competing interests No competing interests were disclosed. Grant information The author(s) declared that no grants were involved in supporting this work. Article Versions (1) version 1 Published: 06 Nov 2025, 14:1221 https://doi.org/10.12688/f1000research.165576.1 Copyright © 2025 Mthembu A and Oluka A. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. Manager (RIS) Sente metrics Views Downloads F1000Research - - PubMed Central info_outline Data from PMC are received and updated monthly. - - Citations open_in_new 0 open_in_new 0 open_in_new SEE MORE DETAILS CITE how to cite this article Mthembu A and Oluka A. Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.12688/f1000research.165576.1 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS track receive updates on this article Track an article to receive email alerts on any updates to this article. TRACK THIS ARTICLE Share Open Peer Review Current Reviewer Status: ? Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 1 VERSION 1 PUBLISHED 06 Nov 2025 Views 0 Cite How to cite this report: Aydin R. Reviewer Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.5256/f1000research.182264.r438775 ) The direct URL for this report is: https://f1000research.com/articles/14-1221/v1#referee-response-438775 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 09 Jan 2026 Ridvan Aydin , University of Sharjah, Sharjah, Sharjah, United Arab Emirates Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.182264.r438775 The paper addresses a critical issue in road safety and consumer behavior related to the purchase of regrooved tires in South Africa. Its focus is on low-income communities and the trade-off between affordability and safety. However, the manuscript in ... Continue reading READ ALL The paper addresses a critical issue in road safety and consumer behavior related to the purchase of regrooved tires in South Africa. Its focus is on low-income communities and the trade-off between affordability and safety. However, the manuscript in its current form suffers from significant methodological flaws and superficial analysis that do not fully meet the standards of a high-quality journal like F1000Research . Research contribution is limited by the study's execution. The findings (e.g., affordability, urgency, lack of awareness, vendor persuasion) are intuitive and largely confirm existing literature rather than generating novel theoretical insight. The discussion fails to deeply integrate the findings into a robust theoretical framework. The literature review covers key areas, such as economic factors, environmental aspects, and safety concerns. However, the review is descriptive rather than critical. It lists what other studies have found without synthesizing them to build a compelling argument for the current study's unique position. Additionally, I suggest clarifying the distinction between tire retreading and regrooving. The literature is very old, only 2 papers cited in 2021 and 3 papers cited in 2022. It needs to be updated. The methodology section is poor. The sampling strategy is unclear. "Selected based on their experience" is not a method. The profile table (Table 1) lists "Clermont," "Mlazi," and “KwaMashu” but the methods section names " KwaMashu, kwaDabeka, and uMlazi". There is an inconsistency that raises doubts about the accuracy of the data collection. The timeframe of data collection (Mar 2019–Nov 2020) is extremely long for 21 interviews, raising questions about consistency. The description is superficial. Stating that NVivo was used "to automate manual processes" misunderstands the software's role as an aid for, not a replacement. There is no mention of how themes were derived (e.g., inductive/deductive), no codebook, and no demonstration of analytical rigor. The writing is repetitive. The same participant quotes or sentiments are often rephrased across paragraphs (e.g., Participants #1, #3, #10 on urgency and money). The analysis within the results section often diverges into a general discussion (e.g., lengthy, poorly integrated literature citations) rather than presenting the findings directly. The discussion fails to synthesize and interpret findings in depth. It largely restates the results and then aligns them with very general literature (e.g., "this aligns with the literature on consumer behavior"). It misses the opportunity to discuss why these patterns exist in this socio-economic context, the implications for behavioral theory, or to construct a nuanced model of decision-making. The practical recommendations (education, regulation) are generic. Is the work clearly and accurately presented and does it cite the current literature? Partly Is the study design appropriate and is the work technically sound? No Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Not applicable Are all the source data underlying the results available to ensure full reproducibility? No Are the conclusions drawn adequately supported by the results? Partly Competing Interests: No competing interests were disclosed. Reviewer Expertise: sustainable product development, consumer behavior, closed-loop supply chain for waste tires, electricity mix optimization I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Aydin R. Reviewer Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.5256/f1000research.182264.r438775 ) The direct URL for this report is: https://f1000research.com/articles/14-1221/v1#referee-response-438775 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Karpenko M. Reviewer Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.5256/f1000research.182264.r445632 ) The direct URL for this report is: https://f1000research.com/articles/14-1221/v1#referee-response-445632 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 07 Jan 2026 Mykola Karpenko , Vilnius Gediminas Technical University, Vilnius, Lithuania Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.182264.r445632 This paper addresses the critical issue of re-grooved tyres and consumer safety in South Africa. While the qualitative approach provides a window into the lived experiences of township residents, the manuscript requires huge improves to meet the standards for a ... Continue reading READ ALL This paper addresses the critical issue of re-grooved tyres and consumer safety in South Africa. While the qualitative approach provides a window into the lived experiences of township residents, the manuscript requires huge improves to meet the standards for a peer-reviewed research article. - The interviews were conducted between March 2019 and November 2020. Since the paper is being presented in 2025/2026, the data is over five years old. The economic and regulatory landscape in South Africa has changed significantly since the COVID-19 pandemic, and this gap is not addressed. - The core findings that financial constraints, convenience, and vendor persuasion drive these purchases are well-established in consumer behaviour literature regarding low-income markets. The study fails to provide a new theoretical lens or a unique angle on these "unplanned purchases". - Mention that data was collected in 2019–2020, but the ethical clearance number (IREC 070/23) suggests approval was granted in 2023. It is standard scientific practice to obtain ethical clearance before data collection begins. This discrepancy must be explained. - With only 21 participants, the "thematic analysis" remains surface-level. - The literature review and discussion often cite general marketing textbooks or older studies without synthesising how these apply specifically to the unique dangers of re-grooved tyres in a modern South African context. Is the work clearly and accurately presented and does it cite the current literature? No Is the study design appropriate and is the work technically sound? No Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Partly Are all the source data underlying the results available to ensure full reproducibility? Partly Are the conclusions drawn adequately supported by the results? Partly Competing Interests: No competing interests were disclosed. Reviewer Expertise: My expertise lies in analyzing decision-making processes in emerging markets, specifically focusing on how socioeconomic constraints(such as low income and informal retail environments influence consumer risk perception and purchasing habits. I also have an extensive background in evaluating the rigor of qualitative studies, including thematic analysis, ethical compliance in social research, and the application of marketing theories to public safety issues. I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Karpenko M. Reviewer Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.5256/f1000research.182264.r445632 ) The direct URL for this report is: https://f1000research.com/articles/14-1221/v1#referee-response-445632 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Comments on this article Comments (0) Version 1 VERSION 1 PUBLISHED 06 Nov 2025 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 2 Version 1 06 Nov 25 read read Mykola Karpenko , Vilnius Gediminas Technical University, Vilnius, Lithuania Ridvan Aydin , University of Sharjah, Sharjah, United Arab Emirates Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Aydin R. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 09 Jan 2026 | for Version 1 Ridvan Aydin , University of Sharjah, Sharjah, Sharjah, United Arab Emirates 0 Views copyright © 2026 Aydin R. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions The paper addresses a critical issue in road safety and consumer behavior related to the purchase of regrooved tires in South Africa. Its focus is on low-income communities and the trade-off between affordability and safety. However, the manuscript in its current form suffers from significant methodological flaws and superficial analysis that do not fully meet the standards of a high-quality journal like F1000Research . Research contribution is limited by the study's execution. The findings (e.g., affordability, urgency, lack of awareness, vendor persuasion) are intuitive and largely confirm existing literature rather than generating novel theoretical insight. The discussion fails to deeply integrate the findings into a robust theoretical framework. The literature review covers key areas, such as economic factors, environmental aspects, and safety concerns. However, the review is descriptive rather than critical. It lists what other studies have found without synthesizing them to build a compelling argument for the current study's unique position. Additionally, I suggest clarifying the distinction between tire retreading and regrooving. The literature is very old, only 2 papers cited in 2021 and 3 papers cited in 2022. It needs to be updated. The methodology section is poor. The sampling strategy is unclear. "Selected based on their experience" is not a method. The profile table (Table 1) lists "Clermont," "Mlazi," and “KwaMashu” but the methods section names " KwaMashu, kwaDabeka, and uMlazi". There is an inconsistency that raises doubts about the accuracy of the data collection. The timeframe of data collection (Mar 2019–Nov 2020) is extremely long for 21 interviews, raising questions about consistency. The description is superficial. Stating that NVivo was used "to automate manual processes" misunderstands the software's role as an aid for, not a replacement. There is no mention of how themes were derived (e.g., inductive/deductive), no codebook, and no demonstration of analytical rigor. The writing is repetitive. The same participant quotes or sentiments are often rephrased across paragraphs (e.g., Participants #1, #3, #10 on urgency and money). The analysis within the results section often diverges into a general discussion (e.g., lengthy, poorly integrated literature citations) rather than presenting the findings directly. The discussion fails to synthesize and interpret findings in depth. It largely restates the results and then aligns them with very general literature (e.g., "this aligns with the literature on consumer behavior"). It misses the opportunity to discuss why these patterns exist in this socio-economic context, the implications for behavioral theory, or to construct a nuanced model of decision-making. The practical recommendations (education, regulation) are generic. Is the work clearly and accurately presented and does it cite the current literature? Partly Is the study design appropriate and is the work technically sound? No Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Not applicable Are all the source data underlying the results available to ensure full reproducibility? No Are the conclusions drawn adequately supported by the results? Partly Competing Interests No competing interests were disclosed. Reviewer Expertise sustainable product development, consumer behavior, closed-loop supply chain for waste tires, electricity mix optimization I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Aydin R. Peer Review Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . F1000Research 2025, 14 :1221 ( https://doi.org/10.5256/f1000research.182264.r438775) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-1221/v1#referee-response-438775 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Karpenko M. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 07 Jan 2026 | for Version 1 Mykola Karpenko , Vilnius Gediminas Technical University, Vilnius, Lithuania 0 Views copyright © 2026 Karpenko M. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions This paper addresses the critical issue of re-grooved tyres and consumer safety in South Africa. While the qualitative approach provides a window into the lived experiences of township residents, the manuscript requires huge improves to meet the standards for a peer-reviewed research article. - The interviews were conducted between March 2019 and November 2020. Since the paper is being presented in 2025/2026, the data is over five years old. The economic and regulatory landscape in South Africa has changed significantly since the COVID-19 pandemic, and this gap is not addressed. - The core findings that financial constraints, convenience, and vendor persuasion drive these purchases are well-established in consumer behaviour literature regarding low-income markets. The study fails to provide a new theoretical lens or a unique angle on these "unplanned purchases". - Mention that data was collected in 2019–2020, but the ethical clearance number (IREC 070/23) suggests approval was granted in 2023. It is standard scientific practice to obtain ethical clearance before data collection begins. This discrepancy must be explained. - With only 21 participants, the "thematic analysis" remains surface-level. - The literature review and discussion often cite general marketing textbooks or older studies without synthesising how these apply specifically to the unique dangers of re-grooved tyres in a modern South African context. Is the work clearly and accurately presented and does it cite the current literature? No Is the study design appropriate and is the work technically sound? No Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Partly Are all the source data underlying the results available to ensure full reproducibility? Partly Are the conclusions drawn adequately supported by the results? Partly Competing Interests No competing interests were disclosed. Reviewer Expertise My expertise lies in analyzing decision-making processes in emerging markets, specifically focusing on how socioeconomic constraints(such as low income and informal retail environments influence consumer risk perception and purchasing habits. I also have an extensive background in evaluating the rigor of qualitative studies, including thematic analysis, ethical compliance in social research, and the application of marketing theories to public safety issues. I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Karpenko M. Peer Review Report For: Factors influencing the purchase of regrooved tyres: An exploratory study on consumer behaviour in South Africa [version 1; peer review: 2 not approved] . 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