While most people believe that cars are domain of men, buying habits point to the fairer sex as the dominant buyer for not only automobiles, but for virtually every consumer good.
According to the Marti Barletta of Brandweek, women are the decision makers for over 80 percent of any major (and many minor) household purchases. This includes cars, where 60 percent new car buyers are women. Yet most car ads target men, who tend to read, browse, and discuss cars frequently. However, women, when interested, will actually make a purchase. Barletta discuss some steps for marketers to consider when developing car ads towards women including: - Women do consider the environment such as pollution.
- Women tend to be more interested in a car’s interior.
- Women don’t care about how many seconds it takes to reach 60 mph.
- Women care about vehicle safety; specifically, what happens when her car’s hit, not if she can avoid it.
Barletta provides more advice at the article.
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