The behavior of women's consumption: a study on the purchase of motor vehicles

Abstract

Currently, in view of the high female purchasing power, women are prominent in the strategic marketing sector of companies, including in the automotive sector. Thus, the objective of this research was to analyze the influencing attributes in the consumption behavior of women in relation to the purchase of cars, using a qualitative and quantitative approach. In the exploratory phase, in-depth interviews were conducted with three managers of the automotive sector to identify, according to their visions, the characteristics that influence the purchase, as well as to validate the questionnaire to be used. With this instrument of research the data was collected, which resulted in one hundred and eighty-seven (187) valid answers. The first three attributes most considered by women in the purchase of new cars, in order of importance, were: the brand, followed by the economy and price. In the purchase of used cars were, first, the economy, followed by the brand and safety. The Anovas made between the average scores given to the ten attributes in the instrument, considering the sociodemographic variables, resulted in significant differences in several conditions. Among them, it should be noted that single women give more importance to security and technology aspects. Another important conclusion was that the female items present in cars were more valued by women with incomplete university education, however this attribute contrary to the opinion of the interviewed managers occupies the last place among the ten attributes made available in the questionnaire.