Women buyers focus on car features, men on brands
Women are more interested in features when they buy a new car, while men focus on the vehicle brand. Women generally do more research and take longer to buy, 75 days versus 63 for men. Those are some of the findings from a new study of women shoppers by Kelley Blue Book.
One reason for the longer research time: 58 percent of men feel confident when buying a car, but only 38 percent of women do.
We need to continue our focus on providing the proper tools and content to help shoppers narrow down choices, therefore bringing balance and filling gender gaps in the car shopping experience, said Hwei-lin Oetken, vice president of market intelligence for Kelley Blue Bookês KBB.com.
The study also found:
« Men are more likely to see their cars as tied to their image and accomplishments, women are more likely to see them as a way to get from point A to point B.
« Men, who tend to be more image-conscious, want trucks, coupes and luxury sedans; women, who tend to be more utility-minded, prefer non-luxury SUVs and sedans.
« Men like domestic trucks and European luxury brands because of their image; women prefer non-luxury Asian brands, which they view as more practical.
« Women value practical benefits like durability and reliability, safety and affordability. Men are more drawn to interior layout, exterior styling, technology and ruggedness.
« For men, a successful transaction means getting the best deal, but women are more interested in getting the exact vehicle they want.Download Bulletin PDF