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A recent survey has shattered the myths surrounding the
choices women make when it comes to buying cars.
Diamond, an insurer specialising in car insurance for women,
surveyed its customers to find out what influences women when they look
for a new car.
The results show that contrary to popular belief, colour
is not a factor that influences most women's choice of car. Only 30% stated
the colour affected their decision to buy a car.
In fact, according to the survey, women are much more concerned
with a car's performance than colour. 65% of those questioned agreed that
their choice is influenced by how well a car performs, compared to 35%
who believe performance is not an important factor.
81% consider the cost of car insurance when they are buying
a car, whereas only 37% buy a car on the basis of whether it's economical
to drive. Only 39% agreed the size of a car influences their decision.
Diamond also surveyed its customers on how they perceive
their cars. 64% believe their car is a necessity, while 36% see their
car as an accessory. Sian Lewis, managing director at Diamond, said, "Our
survey proves that women are breaking traditional moulds, and are concerned
with more than just the colour when they are choosing a car."
Issue date: 29-08-02
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