The major differences between women and men’s priorities when purchasing a car is that women place much greater importance on safety, fuel efficiency and a car that gets them from A to B. On the other hand, men prefer to rely on facts and figures rather than gut feel.

Car buyer priorities


Source: Roy Morgan Single Source (Australia) October 2009 – September 2010, n = 5, 417.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Overall, the top priority for those intending to purchase a car in the next 4 years is for a car that has all the extras as standard (77% agreement) but for women it is fuel efficiency (82%) and for men it is the need to spend time researching options before deciding on a car (76%).  Australian new car intenders are also cautious and will only buy a car with a proven track record (75%), will spend a lot of time researching their options (74%) and agree that a long warranty is essential (73%).”
 

To learn more about automotive intentions for the different vehicle types, view our Automotive Currency report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.

Click here to purchase the detailed Roy Morgan Automotive Currency Report.

This report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.


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