Research reveals gender divide in car buying habits
New research has revealed a significant gender divide when it comes to buying a car.
The latest Forecourt Foresight study, carried out by Close Brothers Motor Finance, surveyed dealerships on their customers’ purchasing considerations.
It found that nearly three quarters of men (74%) consider a car’s MOT and service history a key consideration when making a purchase, while women tend to focus more on vehicle attributes (57%) and insurance costs (41%).
Women are also more likely than men to prioritise road tax (35% vs 21%) and fuel costs (19% vs 11%).
However, price remains the number one factor for most car buyers with 82% of men and 72% of women citing it as a top-three concern.
Gender divide
Lisa Watson, director of sales at Close Brothers Motor Finance, said: “Naturally price is the key consideration for prospective car owners. We know that pockets are pinched at the moment and drivers need to do as much as they can to ease the growing cost of motoring.
“But our latest Forecourt Foresight research reminds us that considerations go beyond price, and dealers see marked differences in how men and women weigh up their options before making a decision on purchases.
“It’s vital that dealers utilise the tools and insights at their disposal to understand the various points of differentiation for men and women in terms of purchasing priorities. Doing so will ensure their forecourts are best stocked to meet the demands of their customers and at the same time maximise their profitability.”
