Women as Car Customers—Voice of Consumer Findings, 2015

By 2020, more than 40% of Women Customers' Car purchase Decision will Hinge on OEMs’ Website Information

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This Women as Car Customers Voice of Consumer study analyzes the growing trend of women customers and the factors that they consider while making their purchase decisions. This research emphasises on European market trends conducted with the objective of understanding the difference between the attitudes of women and men while buying cars, sales, product and ownership. This research services also studies how OEMs are designing cars that cater to women’s preferences and needs. It seeks to study the features and attributes that women prefer in cars and overall satisfaction levels, compare any differences between countries and gender-specific buying patterns, and understand how retail strategy differs for women and how to optimize the customer journey to target women. It also seeks to derive strategic findings and offer recommendations to OEMs and car dealerships.

Table of Contents

Executive SummaryExecutive Summary—Key FindingsExecutive Summary—Key Findings (continued)Key Findings and Future Outlook Research Scope and MethodologyResearch Scope Research Aims and ObjectivesKey Questions this Study will AnswerResearch Background Research Methodology SegmentationVehicle SegmentationUnderstanding Women Car Customers DemandsPassenger Car Licences by Gender—Country SummaryWomen as Car BuyersThree Types of Customer SegmentsValue Proposition that Vehicle Features/Attributes Offer to Women CustomersImplications of FindingsDesign and Technology—Women Customers’ PreferencesDesign And Technology Needs of Women CustomersFuel/Engine Type for Ideal VehicleTop 20 Attributes DesiredVehicle Body Type Preference of Women CustomersWomen Customers Feel and Design of their Current VehicleTechnology Adoption LevelDesign and Technology—Women Customer Cluster’s PreferencesDesign & Technology Needs—Women Customer Clusters—Key FindingsWomen Driver Segments—Differences in PreferencesFeatures Optimization for Women Customers/Driver SegmentsPreferred Next Vehicle Purchase ModelImportance of Vehicle in Expressing Personalities Role of Vehicle in Expressing Women Customer Personalities Sales and Retail—Women Customers’ PreferencesSales and Retail Needs of Women Customers—Key FindingsMain Sources of Information/Opinion About Cars for Women CustomersInfluence of Facebook on Decision to Purchase a Vehicle by EU Attitudes About Car Dealerships by Women CustomersSocial Media Activities by Women Customers in EuropeVehicle Ownership—Women Customer’s PreferencesOwnership Needs of Women Customers—Key FindingsLease Options Critical Factor for Attracting Women CustomersPreferred Financing or Payment Options by GenderPreferred Financing or Payment Options by Vehicle CategoryTop Ideal Vehicle Brands by Purchasing Preference of Women in EuropeDriving Patterns and Car Ownership Among European OwnersKey Conclusions and Future OutlookKey Conclusions About Women CustomersTop 5 Predictions About Women CustomersThe Last Word—3 Big PredictionsAppendixLegal DisclaimerLearn More—Next StepsMarket Engineering Methodology




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