How sex drives car sales
Gender is on the national agenda, writes Karla Pincott
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.aadaconvention.com.au
Decisions: men and women focus on different information, research claims.