While most people believe that cars are domain of men, buying habits point tothe 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.
Via Brandweek
Despite 93% of women over 35 owning their own car, three out of five felt that car dealers did not treat them seriously…..
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Re: toys.l
Guys would then buy a truck and put a camper shell on it.
Good point, except that it was probably a lot of guys who wanted to haul around extra toys. But point taken.
More info on the subject here:
http://askpatty.typepad.com/ask_patty_/2006/09/actions_speak_l.html
Well, think about it. Do you think it was guys–especially enthusiasts–who wanted all those SUVs?
What a great article! We love to hear about women buying cars… Women influence over 80% of all car purchases. Pretty crazy… Go girls!
-Breanne Boyle
eMarketing Manager
http://www.AskPatty.com