In a bid to gain a deeper understanding of the car buying perceptions held by previous male and female customer segments, CarShop did a bit of digging. A short survey was sent out to determine whether different genders hold different perceptions, and the results were interesting.
The survey found that:
•53% of female respondents either agreed or strongly agreed that car buying is intimidating, as opposed to 61% of males who agreed or strongly agreed. Whilst over 50% of all respondents found it intimidating, women feel slightly less intimidated than male counterparts
•73% of female segment agree or strongly agree to feeling comfortable going into a showroom alone; 70% of males indicated the same, suggesting that whilst car-buying can be intimidating, the majority of people are happy to go alone
•Whilst 73% of female segment are comfortable entering a showroom alone, only 51% of these feel comfortable going through the actual process alone. Interestingly 71% of the male segment agreed or strongly agreed to going through the process alone, reflecting the number comfortable entering alone
•51% of female segment are not comfortable haggling on price, compared to 39% of male segment who are not comfortable haggling on price
•51% of female segment feel they understand the types of car finance available, compare to 69% of the male segment which agree or strongly agree they understand the types of finance available to them
•58% of female segment feel comfortable making a decision about finance alone, as opposed to 71% of male segment (who agree or strongly agree)
•74% of the female segment agree or strongly agree that they would prefer to go through the process with a friend or family member, despite feeling comfortable to go through it alone. Interestingly, 65% of the male segment would prefer to go through the process with a friend or family member
•83% of the female segment agree or strongly agree that car salespeople typically tend to be male. 76% of the male segment also agree or strongly agree
•77% of female segment agree or strongly agree that a diverse workforce makes the experience more comfortable; 73% of the male segment also agree or strongly agree to this
•88% of female segment agree or strongly agree that a nice showroom makes the process more comfortable; 86% of the male segment also agree or strongly agree to this
•79% of female segment agree or strongly agree that they like to do research online before entering the showroom; 83% of the male segment also agree/strongly agree
•55% of female segment agreed or strongly agreed that they would prefer to shop somewhere which does work for the local community/charities in which they live; 56% of male segment also agreed or strongly agreed
The key takeouts were:
•Over 50% of all buyers who walk through the doors perceive car-buying is intimidating, suggesting that there is an opportunity to better-educate car buyers about the car-buying process
•Whilst women are more comfortable to enter a showroom alone, women feel less comfortable about going through the sales process alone. There is therefore a need to investigate how businesses can make people feel more comfortable when shopping alone
•Male buyers tend to be more comfortable haggling, but there is still a high level of apprehensiveness for both men and women. Businesses should consider making the buying process more transparent, negating the need to haggle
•Male segment appears to understand more about finance types available, alongside feeling more comfortable to make a decision alone. That said, there are still a good number of both genders who feel uncomfortable when making a finance decision alone. It’s therefore pertinent for businesses to invest more in finance-related education
•Investment in colleague diversity is beneficial for automotive businesses
•Investment in showrooms would be beneficial for automotive businesses
•Research plays a big part in the buying process, but there are some buyers who don't do a lot of research online before coming into the showroom. There is therefore an opportunity to still cater for walk-in customers
•Community and charity aspects have the possibility to influence a customer's decision as to where they decide to shop. This presents a good opportunity for businesses to focus more community-based initiatives
The corresponding infographic gives the questions and answers in greater detail.
CarShop invests heavily in creating the optimum environment for a diverse range of colleagues, customers and communities to work, shop and interact with.
When it comes to car buying, CarShop’s award-winning website makes the process as easy as possible for users to gain all the information they need before entering a physical store. Features such as Live Chat, high-quality 360-degree images, a secure account area and the ability to generate a guaranteed valuation for any vehicle online puts the customer in control of their car purchase.
When customers enter a store, CarShop’s transparent ‘no haggle’ process facilitates a comfortable experience in a nice environment, meaning customers know exactly where they stand. From beginning to end, skilled members of the CarShop team take customers on a journey to ensure they find the right car to meet their needs, as well as explaining the finance and product options available before the customer drives away happy in their new car.
- On: 08 March 2018
- By: CarShop
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