MEDIA: Car makers fail to woo women

Car manufacturers are losing millions of pounds in sales because their marketing fails to recognise the changing role of women as purchasers of cars, according to upmarket magazine publisher Conde Nast.

Car manufacturers are losing millions of pounds in sales because their

marketing fails to recognise the changing role of women as purchasers of

cars, according to upmarket magazine publisher Conde Nast.



A survey by Conde Nast of 700 of its readers, who represent 46 per cent

of UK women with an average household income of pounds 50,000, found

that despite women accounting for nearly 50 per cent of all new cars

purchased by individuals last year, almost half of respondents felt

patronised by advertising and promotions.



The survey found that women, not their partners, are the major decision

makers when it comes to buying their own car. Over 90 per cent were

actively involved in their car purchase decision and 60 per cent made

the choice on their own.



When asked what influenced their decision, 57 per cent visited

showrooms, 25 per cent sought a friend’s advice and 20 per cent were

influenced by advertising. Magazine advertising came out top in terms of

the most influential media for advertising, above television and

newspapers.



Conde Nast managing director Nicholas Coleridge said car companies

failed to appreciate the close relationship women had with their

magazines, which he said were ideal vehicles for advertorials as they

could provide the detail on safety and design features which women

wanted to know about.



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