Women-Drivers.com Sheds Light on Female Browsing and Purchasing Behaviors

July 22, 2009

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PITTSBURGH —With women holding so much influence and purchasing power, Women-Drivers.com decided to question its readers and discover some trends about females in the marketplace.

Overall, women appear to have many concerns about the shopping process until they actually sit down to buy a vehicle.

For instance, when the company asked what emotions women experience when browsing versus purchasing a vehicle, 56 percent said they were more excited when purchasing, versus 27 percent who said they were more apprehensive when browsing.

Meanwhile, 45 percent women proclaimed they are more confident when purchasing, versus 53 percent who said they were more intimidated when browsing.

Apparently, women are also slightly more relaxed when actually buying a car than they are when still researching.

Women-Drivers.com also discovered:

Web sites women research before buying a car:

Manufacturer: 52 percent

Dealership: 44 percent

Kelley Blue Book: 44 percent

AutoTrader.com: 33 percent

Edmunds.com: 31 percent

Consumer Reports: 22 percent

Other: 11 percent

How many dealerships did women visit before purchasing:

Five or more: 11 percent

Four: 5 percent

Three: 33 percent

Two: 27 percent

One: 24 percent

Why did women buy from a particular dealership:

Dealership reputation: 47 percent

Salesperson's service and approach: 40 percent

Best Model/Selection: 27 percent

Best financing options: 20 percent

What influenced her purchase decision:

Brand/Model reputation: 50 percent

Style/Design/Safety: 39 percent

Dealerships services: 38 percent

Price: 31 percent

Green/MPG: 13 percent

Women were satisfied with their financing methods:

Yes: 87 percent

No: 13 percent

The company, which collects consumer ratings and comments on 16,500 dealerships in the United States, says it connects women and families with certified Women-Drivers Friendly dealerships. It also markets its Women Satisfaction Index subscriptions, providing personalized analytics showing what women experience when purchasing a vehicle, allowing dealerships to improve their level of service.