The ideal situation for every person would be to walk into a tyres and tyre fitters garage take out their large wallet/purse and purchase the best tyres money can buy, this is of course not the case for a vast majority of people. The harsh fact is that consumers of tyres have been very choosy when making the choice on what cheap tyres to buy. Consumers these days will look at various avenues such as newspapers, magazines and television adverts before parting with their hard earned cash. On-line shops have access to the global marketplace, this means that allot of the time they will bulk buy their stock of tyres. The savings the company gets from this mass buying is passed on to the consumer as the retailer can then afford to sell their product at lower prices.