How sex drives car sales

Gen­der is on the na­tional agenda, writes Karla Pin­cott

Herald Sun - Motoring - - Onroad -

MEN and women be­have dif­fer­ently when it comes to buy­ing cars. Cars­Guide re­search shows that while both sexes per­form re­search on cars be­fore buy­ing, the in­for­ma­tion they value varies.

‘‘ Fe­male buy­ers are more in­ter­ested in how-to con­tent, run­ning costs, data com­par­isons and ad­vice on what car might suit their needs,’’ cars­Guide pub­lisher Sue Klose says.

‘‘Male car shop­pers show greater in­ter­est in new-car re­views, gadgets and fu­tur­is­tic cars.’’

Giv­ing a glimpse at some of the re­search she will re­veal in an ad­dress to the Aus­tralian Au­to­mo­bile Deal­ers As­so­ci­a­tion (AADA) con­ven­tion next month, Klose says there are cru­cial points that ap­peal to car buy­ers, depend­ing not only on gen­der but on age and pro­fes­sion.

‘‘Age is di­rectly cor­re­lated to in­ter­est in cer­tain types of con­tent,’’ Klose says.

‘‘Car buy­ers who are newer to the process show higher in­ter­est in the more prac­ti­cal fea­tures.

‘‘Older car buy­ers show par­tic­u­lar in­ter­est in new-car re­views.’’

One find­ing is that buy­ers be- tween 18 and 55 are likely to give equal weight to as­sess­ments by car own­ers and pro­fes­sional re­view­ers.

‘‘Buy­ers in­stinc­tively un­der­stand that the owner’s point of view is dif­fer­ent from a pro­fes­sional re­viewer,’’ Klose says.

‘‘Rat­ings for user re­views tend to be slightly lower than for pro­fes­sional re­views.’’

At the AADA con­ven­tion, on the Gold Coast from Septem­ber 9-12, Klose will elab­o­rate on re­search into what cars dif­fer­ent age and gen­der groups are look­ing for.

Also at the con­ven­tion will be in­ter­na­tional key­note speaker Tom Hopkins, whose sales train­ing has de­liv­ered im­pres­sive sales re­sults to busi­nesses through­out the world for more than 35 years.

The Amer­i­can real es­tate mag­nate and sales trainer is also the author of How to Mas­ter the Art of Sell­ing, which has sold more than 1.3 mil­lion copies in 10 lan­guages. He will spend a full day re­veal­ing his mar­ket­ing tech­niques, con­cepts and val­ues.

On the lighter side, con­ven­tion del­e­gates will be en­ter­tained by a top line-up, in­clud­ing pop leg­end Normie Rowe and co­me­di­ans Jean Kitt­son and Shane ‘‘ Kenny’’ Ja­cob­sen. For con­ven­tion de­tails visit www.aada­con­ven­

De­ci­sions: men and women fo­cus on dif­fer­ent in­for­ma­tion, re­search claims.

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