The theory of reasoned action is relevant in this case since the customers consider the expectancy of the society. It is expected that people believe in brand and therefore it will follow that a customer will meet the expectations of the society he leaves in. if they are price sensitive, the customer will go for the cheap tyres just like the others.
This is shown in Rossiter-Percy Grid in which the customer’s attitude is built by frequent pre-visit to the internet if advertising was online. Purchasing behavior of Hydrogrip Tyres has been built through environment, customer and product interaction. The purchase behavior of Hydrogrip Tyres can also be affected by factors as shown in FCB grid in which the relationship of the level of involvement and the feeling or thinking effect are shown. High involving decisions need high thinking and feeling.