Marketing Study on Women wishes in matters of automotive

The competence center for women and cars at the University of the Lower Rhine (Niederrhein) has carried out for the first time a study in all of Germany, with 1200 drivers, to probe the wishes, preferences and needs of women in terms of automobile.

“The female index” realized during a marketing seminar under the direction of Prof. Dr. Doris Kortus-Schultes provides multiple and concrete advice to improve the customer approach at dealerships and in garages.

The preferences and expectations of other social groups are also reported. The study presents for example the criteria of choice for the purchase of an automobile: the properties which count in the eyes of the women questioned are low consumption, safety, a comfortable seat for the back, a spacious rear deck and a threshold low trunk. In terms of design, they prefer cars that are rather small, simple and discreet.

The warranty conditions and a spacious trunk are more important to them than the brand of the car itself. The silver metallic color is their favorite color as for men. For the interior, they prefer easily cleanable seats.

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Contacts: Prof. Dr. Doris Kortus-Schultes, tel: + 49 212 33 18 00 or + 49 21 6118 6809
Sources: Depeche IDW, Press release Hochschule Niederrhein.

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