Marketing study on women's automotive wishes

The Woman and Automobile Competence Center of the University of the Lower Rhine (Niederrhein) carried out a study for the first time across Germany, among 1200 female drivers, to explore the wishes, preferences and needs of women in matters of driving. automobile.

“The feminine index” realized during a marketing seminar under the direction of Prof. Dr. Doris Kortus-Schultes gives 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 which count in the eyes of the women questioned are low consumption, safety, a comfortable seat for the back, a spacious rear shelf and a threshold. low trunk. In terms of design, they prefer rather small, simple and discreet cars.

The warranty conditions and a spacious trunk are more important to them than the brand of the car itself. The metallic silver color is their favorite color as it is 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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