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Women as Vehicle Customers—Voice of North America Consumer Findings, 2016

40% will Consider Digital Retail Platforms for their Next Vehicle Purchase (2020)

  • Research Code : K19F-01-00-00-00
  • SKU : AU01479-NA-MR_20002
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  • Release Date : 12-May-2017
  • Region : North America
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The percentage of women holding driving licenses in North America is greater than that of men. However, women are unhappy with the entire process of car buying. Hence, understanding women car purchase preferences is essential for OEMs to ensure that the process is amicable. With the growth of digital platforms and social networking sites, women car buyers are well informed about their choices. Catering to their needs is of utmost importance to all stakeholders in the automotive industry. Opportunities for OEMs and dealerships exist to partner with automotive tech start-ups to digitally transform the car purchase process, including digital financing. The findings from this study will allow product planning teams/OEMs to focus on the specific needs of women car buyers.

The aim of the study is to analyze the growing trend toward North American (US and Canada) women customers buying cars and the underlying factors considered in their purchase decisions.

Research Scope:
Women car buyers' preferences across 3 categories (Design & Technology, Sales & Retail, and Vehicle Ownership) are covered in detail in this study.
• To understand the difference between women and men in their attitude to buying cars, sales, product, and ownership
• To study how OEMs are designing cars that suit women’s preferences and needs
• To study the features and attributes that women prefer in cars and overall satisfaction levels
• To compare any differences between countries and gender-specific buying patterns
• To understand how retail strategy differs for women and how to optimize the customer journey to target women
• Strategic findings and recommendations to OEMs and car dealerships

Key Questions this Study will Answer:
• Are women customers dissatisfied with their car? If so, what are the key reasons?
• What strategies are OEMs employing in this growing segment? What are the features and attributes that women consider as important when buying a vehicle?
• What kind of car do women cust
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