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Women as Car Customers—Voice of Consumer Findings, 2015

Women as Car Customers—Voice of Consumer Findings, 2015

This Women as Car Customers Voice of Consumer study analyzes the growing trend of women customers and the factors that they consider while making their purchase decisions. This research emphasises on European market trends conducted with the objective of understanding the difference between the attitudes of women and men while buying cars, sales, product and ownership. This research services also studies how OEMs are designing cars that cater to women’s preferences and needs. It seeks to study the features and attributes that women prefer in cars and overall satisfaction levels, compare any differences between countries and gender-specific buying patterns, and understand how retail strategy differs for women and how to optimize the customer journey to target women. It also seeks to derive strategic findings and offer recommendations to OEMs and car dealerships.


  • Executive Summary
    • Executive Summary-Key Findings
    • Key Findings and Future Outlook
  • Research Scope and Methodology
    • Research Scope
    • Research Aims and Objectives
    • Key Questions this Study will Answer
    • Research Background
    • Research Methodology
  • Segmentation
    • Vehicle Segmentation
  • Understanding Women Car Customers Demands
    • Passenger Car Licences by Gender-Country Summary
    • Women as Car Buyers
    • Three Types of Customer Segments
    • Value Proposition that Vehicle Features/Attributes Offer to Women Customers
    • Implications of Findings
  • Design and Technology-Women Customers' Preferences
    • Design And Technology Needs of Women Customers
    • Fuel/Engine Type for Ideal Vehicle
    • Top 20 Attributes Desired
      • Table Women as Customers in the Car Industry: Focus on Reliability and Cost Efficiency Features, Europe, 2015-2020
    • Vehicle Body Type Preference of Women Customers
    • Women Customers Feel and Design of their Current Vehicle
    • Technology Adoption Level
  • Design and Technology-Women Customer Cluster's Preferences
    • Design & Technology Needs-Women Customer Clusters-Key Findings
    • Women Driver Segments-Differences in Preferences
    • Features Optimization for Women Customers/Driver Segments
    • Preferred Next Vehicle Purchase Model
    • Importance of Vehicle in Expressing Personalities
    • Role of Vehicle in Expressing Women Customer Personalities
  • Sales and Retail-Women Customers' Preferences
    • Sales and Retail Needs of Women Customers-Key Findings
    • Main Sources of Information/Opinion About Cars for Women Customers
      • Table Women as Customers in the Car Industry: Main Sources of Information, Europe, 2015
    • Influence of Facebook on Decision to Purchase a Vehicle by EU
    • Attitudes About Car Dealerships by Women Customers
    • Social Media Activities by Women Customers in Europe
  • Vehicle Ownership-Women Customer's Preferences
    • Ownership Needs of Women Customers-Key Findings
    • Lease Options Critical Factor for Attracting Women Customers
    • Preferred Financing or Payment Options by Gender
    • Preferred Financing or Payment Options by Vehicle Category
    • Top Ideal Vehicle Brands by Purchasing Preference of Women in Europe
    • Driving Patterns and Car Ownership Among European Owners
  • Key Conclusions and Future Outlook
    • Key Conclusions About Women Customers
    • Top 5 Predictions About Women Customers
    • The Last Word-3 Big Predictions
  • Appendix
    • Market Engineering Methodology

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