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Women Are Choosing Which Cars to Buy

8 July 1998

Women Are Decision-Makers Automotively Speaking

    SAN ANTONIO--July 8, 1998--There apparently is no glass ceiling for women when it comes to making major purchases such as a home or a new vehicle.
    In fact, automotively speaking, more women are making automotive purchasing decisions, according to a recent study conducted by Korbel Marketing, a San Antonio-based marketing research firm.
    "Women now represent the majority of vehicle purchasers in the San Antonio Metropolitan Statistical Area (SAMSA)," says Chris Karcher, director of marketing for Gunn Automotive, the San Antonio-based automotive dealer for whom the study was conducted.
    The blind study (respondents did not know for whom the sample was being collected) also showed that Internet technology is becoming a significant factor in influencing vehicle purchasing decisions.
    "Two thirds of those using Web sites found them helpful," says Karcher, adding that Gunn's own Web site, gunnauto.com, was mentioned by name by almost 20 percent of the respondents.
    The top reasons mentioned for using Web sites prior to purchasing a vehicle included the following:

    -- Research before buying and checking out price ranges

    -- Researching all the specs/details about a particular vehicle

    -- Internet proved a good source of information for new owners

    The Korbel Marketing study included focus groups conducted to learn about the motivation of buyers as well as a telephone survey of new and used vehicle owners who had purchased either their car or truck within the past year.
    Gunn Automotive operates eight dealerships in and around San Antonio. They include Gunn Acura, Gunn Chevrolet, Gunn Dodge, Gunn Honda, Gunn Infiniti, Gunn Land Rover, Gunn Nissan and Gunn Pontiac/GMC. For more information, visit the Gunn Web site at www.gunnauto.com.