Marketing cars to the dominant shopper: women

By Joel Arellano | September 05, 2006
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
 
5 comments
kimby44
kimby44

Despite 93% of women over 35 owning their own car, three out of five felt that car dealers did not treat them seriously..... Find out how we can help alleviate that at http://www.lipstixandgearstix.com

jarellano
jarellano

Re: toys.l Guys would then buy a truck and put a camper shell on it.

jarellano
jarellano

Well, think about it. Do you think it was guys--especially enthusiasts--who wanted all those SUVs? :)

breemwork
breemwork

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 www.AskPatty.com

close