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

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

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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 customers prefer? Which features do they prefer in their cars?
•     What is the profile for women customers in their current vehicle versus their future ideal vehicle? What are women customers' attitudes toward car purchasing decisions?
•     Which financing options are available to women customers while leasing a car?

Table of Contents

1. Executive Summary
Key Findings
Gender-wise Vehicle Buying Preferences
Preferences among 3 Categories of Women Customers
Luxury versus Non-luxury Women Vehicle Buyers
Vehicle Feature Preferences among Women Buyers
Current and Future Outlook
2. Research Scope and Methodology
Research Scope
Research Aims and Objectives
Research Background
Research Methodology
3. Segmentation
Vehicle Segmentation
4. Understanding Women Vehicle Customers’ Demands
Passenger Vehicle Driving Licences by Gender—Country Summary
Women as Vehicle Buyers
3 Types of Women Customer Segments
Women Vehicle Buyers’ Preferences across 3 Categories
5. Design and Technology—Women Customers’ Preferences
Design and Technology Needs of Women Customers—Key Findings
Design and Technology Needs of Women Customers—Key Findings (continued)
Women Driver Segments—Differences in Preferences
Features’ Optimization for Women Customers/Driver Segments
Fuel/Engine Type for Women Customers’ Targeted Ideal Vehicle
Top 10 Vehicle Attribute Feature Preferences of Women Customers
Technology Adoption Level of Women Customers
Feature Gap Analysis—OEM Focus versus Women Vehicle Buyers’ Preference
Vehicle Body Type Preference of Women Customers
Preferred Next Vehicle Purchase Model
Women Customers’ Feel and Design of Current Vehicle
Importance of Vehicle in Expressing Personalities
Role of Vehicle in Expressing Women Customer Personalities
6. Sales and Retail—Women Customers’ Preferences
Sales and Retail Needs of Women Customers—Key Findings
Main Information/Opinion Sources about Vehicles for Women Customers
Influence of Facebook on Decision to Purchase a Vehicle in North America
Attitude about Vehicle Dealerships by Vehicle Segment
Social Media Activities by Women Customers in North America
7. Vehicle Ownership—Women Customers’ Preferences
Ownership Needs of Women Customers—Key Findings
Lease Options—A Critical Factor for Attracting Women Customers
Preferred Financing or Payment Options—By Gender
Preferred Financing or Payment Options—By Vehicle Category
Top Ideal Vehicle Brands by Purchasing Preference of Women in North America
Driving Patterns and Vehicle Ownership among North America Owners
8. Growth Opportunities and Strategic Imperatives for Success
Growth Opportunities—Women-centric Vehicle Buying in North America
Strategic Imperatives for Success and Growth
9. Key Conclusions and Future Outlook
Voice of Women as Vehicle Customers—Research Premise
Understanding Women Customer Preferences—So-what Analysis
Top 5 Predictions about Women Car Buyers
Legal Disclaimer
10. The Frost & Sullivan Story


List of Figures & Charts

1. Women as New Vehicle Customers: Key Findings, North America, 2016–2020
2. Women as New Vehicle Customers: Gender-wise Vehicle Buying Preferences, North America, 2016
3. Women as New Vehicle Customers: Preferences among 3 Categories of Women Customer Segments, North America, 2016
4. Women as New Vehicle Customers: Luxury versus Non-Luxury Women Vehicle Buyers, North America, 2016
5. Women as New Vehicle Customers: Vehicle Feature Preferences among Women Buyers, North America, 2016
6. Women as New Vehicle Customers: Current and Future Outlook, North America, 2016 and 2020
7. Women as New Vehicle Customers: Women as Vehicle Buyers, North America, 2016
8. Women as New Vehicle Customers: 3 Women Customer Segments, North America, 2016-2020
9. Women as New Vehicle Customers: Women Vehicle Buyers’ Preferences across 3 Categories, North America, 2016
10. Women as New Vehicle Customers: Design and Technology Needs Key Findings, North America, 2016
11. Women as New Vehicle Customers: Women Driver Segments, North America, 2016
12. Women as New Vehicle Customers: Vehicle Features Optimization, North America, 2016
13. Women as New Vehicle Customers: Top 10 Vehicle Attribute Feature Preferences, North America, 2016
14. Women as New Vehicle Customers: Feature Gap Analysis, North America, 2016
15. Women as New Vehicle Customers: Sales and Retail Needs Key Findings, North America, 2016
16. Women as New Vehicle Customers: Ownership Needs Key Findings, North America, 2016
17. Women as New Vehicle Customers: Driving Patterns and Vehicle Ownership, North America, 2016
18. Women as New Vehicle Customers: So-what Analysis, North America, 2016


1. Women as New Vehicle Customers: Driving Licence Holders by Gender, Global, 2012
2. Women as New Vehicle Customers: Fuel/Engine Type Needs by Gender, North America, 2016
3. Women as New Vehicle Customers: Fuel/Engine Type Needs among Women Customers, North America, 2016
4. Women as New Vehicle Customers: Feel and Design of their Current Vehicle, North America, 2016
5. Women as New Vehicle Customers: Vehicle Body Type Preference by Gender, North America, 2016
6. Women as New Vehicle Customers: Vehicle Body Type Preference among Women Customers, North America, 2016
7. Women as New Vehicle Customers: Preferred Next Vehicle Purchase Model, North America, 2016
8. Women as New Vehicle Customers: Feel and Design of Current Vehicle, North America, 2016
9. Women as New Vehicle Customers: Importance of Vehicle in Expressing Personalities, North America, 2016
10. Women as New Vehicle Customers: Importance of Vehicle in Expressing Personalities, North America, 2016
11. Women as New Vehicle Customers: Main Sources of Information, North America, 2016
12. Women as New Vehicle Customers: Facebook Influence on Purchase Decision, North America, 2016
13. Women as New Vehicle Customers: Luxury Vehicle Buyers’ Attitudes about Vehicle Dealerships, North America, 2016
14. Women as New Vehicle Customers: Non-luxury Vehicle Buyers’ Attitudes about Vehicle Dealerships, North America, 2016
15. Women as New Vehicle Customers: Social Media Activities, North America, 2016
16. Women as New Vehicle Customers: Lease versus Other Options, North America, 2016
17. Women as New Vehicle Customers: Preferred Financing or Payment Options among Women Customers, North America, 2016
18. Women as New Vehicle Customers: Preferred Financing or Payment Options among Men Customers, North America, 2016
19. Women as New Vehicle Customers: Preferred Financing or Payment Options among Luxury Vehicles Buyers, North America, 2016
20. Women as New Vehicle Customers: Preferred Financing or Payment Options among Non-luxury Vehicles Buyers, North America, 2016
21. Women as New Vehicle Customers: Ideal Vehicle Brands by Purchasing Preference—Gender Wise, North America, 2016
22. Women as New Vehicle Customers: Ideal Vehicle Brands by Purchasing Preference among Women Customers, North America, 2016



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