Marketing Study on Women wishes in matters of automotive


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The Women and Automobile Competence Center of the Lower Rhine University (Niederrhein) has for the first time conducted a study in all Germany, with 1200 drivers, to probe the wishes, preferences and needs of women in the field 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 a car: the properties that matter to the women surveyed are low consumption, safety, a comfortable seat for the back, a spacious rear beach and a threshold low chest. In terms of design they prefer cars rather small, simple and discreet.



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

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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