Saturday, November 24, 2007
Women have purchasing power. They buy about 65 percent of all new cars and at least one-half of all used cars, according to data from Road & Travel Magazine. Women also influence 80 to 90 percent of all big-ticket purchases, says Kathryn Hutson, client services consultant with a marketing to women firm in Naples, Fla. "Yet there's some research we've seen that says 75 percent of women take a man with them when they buy a car, just because they want to level the playing field," says Hutson.
Hutson knows all about women's automotive purchasing habits. Her company specializes in helping marketers sell their products to women. Hutson works with client AskPatty.com, Inc., an advice site that steers women to dealerships and repair shops that have completed customized training on how to relate to and sell more effectively to women customers. The company has identified more than 60 buying behaviors unique to women that apply whether they're buying nightgowns or automobiles.
Read the complete news feature at the San Francisco Chronicle