This study aimed to comprehend the end customer s decision making process when buying tires. To attain this goal the research was divided into two phases. First, in-depth interviews were held with mechanics and salespeople from auto shops and tire retailers. The second phase consisted of a questionnaire answered by 120 final customers. The final results obtained show when and why the purchase was necessary, how those customers searched for the information, what traits they valued most on tires and the retail stores that serviced them, when they feel inclined to purchase from a different brand than they are accustomed with and whether they were satisfied with their purchase.