Women's Views about Car Maintenance and Their Preferences When Shopping for Vehicles

Marketing to Women: Addressing Women and Women's Sensibilities, February 2013 | Go to article overview

Women's Views about Car Maintenance and Their Preferences When Shopping for Vehicles


When shopping for a used vehicle, women consider a "quick" and "effortless" transaction to be a crucial factor, according to CarMax. One in four women say their last car purchase was a hassle, citing lack of a fair and reasonable trade-in value, difficulties with financing, and issues with the purchase price.

Price is the leading factor when choosing which car to buy. Women are less likely than men to say a car's personality or features such as horsepower or MPG are significant influences on car purchases (27% vs. 35%).

Women are more likely than men to believe that failure to keep up with regular maintenance leads to vehicle depreciation (26% vs. 18%), says CarMax.

About two thirds each of women (64%) and men (69%) think men know more than women about car repair, according to Jiffy Lube. Women are more likely than men to answer a series of car maintenance questions correctly, however. More men than women incorrectly say that switching from conventional engine oil to synthetic oil extends a vehicle's oil-change schedule (67% vs. 46%) and that the proper tire-inflation pressure information is located on the tires' sidewalls (67% vs. 45%). This information is typically in the vehicle's door or in the owner's manual.

ASPECTS OF WOMEN'S MOST RECENT CAR PURCHASE
EXPERIENCE THAT MOST NEEDED IMPROVEMENT,
2011 VS. 2012

Quick, effortless transaction    2012    2011

Fair trade-in value               24%     26%

Reasonable finance rate           18%     15%

Low, fair pricing                 17%     13%

Trustworthy salesperson           15%     15%

Respect                           12%     15%

Note: Table made from bar graph.

FAST FACT:

Women Are Snap Happy

More than six in 10 women (64%) take 1-10 photos each week,
24% take 1 1-20, and 2% take more than 21, according to
Glamour magazine. Nearly all women (98%) post their photos
on social networks, and 66% care if others like their photos.

WHAT WOMEN TAKE PICTURES OF

Family                        70%

Friends                       63%

Pets                          54%

Images from walking around    60%

SOURCE: Glamour magazine

Note: Table made from bar graph. … 

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