VENUS LAB

Attitudes of women towards automotive brands

WHAT WE DISCOVERED

  • 75% of women conduct equal or more car research than their partner
  • Just 9% of men make the final car purchase decision
  • Only one-in-ten women believe car advertising understands them
  • 80% of women wouldn’t pay/drive extra to have an attendant pump their gas
  • Prestige brands failed to rank highly, with Volkswagen nominated by just one-in-sixteen women

*Survey was conducted using the Pureprofile consumer research panel during January 2014, with 410 women currently or recently in the market for a vehicle, between the ages of 30 and 60 years, located across all states/territories. Results are supported by active social listening using SDL SM2.

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