Women and the auto market- Can they influence?
In Nigeria is the story the same? How much influence women do have on buying decision in the auto industries? In response to our question Dr. Tukubok Ojie, a mother of four kids and a Managing Director of a service firm, said “Women have a great influence on the cars picked by decision maker s […]
In Nigeria is the story the same?
How much influence women do have on buying decision in the auto industries?
In response to our question Dr. Tukubok Ojie, a mother of four kids and a Managing Director of a service firm, said “Women have a great influence on the cars picked by decision maker s from family to cooperate level here in Nigeria”
As a matter of fact it still boils down to the children. “My daughter even decided the colour I picked” said Tukubok .
According Mbotidem Etuk a car dealer residing in Lagos, “most married women prefer big 4×4 such as the Mitsubishi Montero, Honda Odyssey or the Toyota Sienna. As for the single ladies the RAV 4 and CRV seems to be the choice according what he has observed.”
As for women influence on decision over purchase of Mbotidem does not agree entirely.
“Women want the same things as men, but they want more,” said Ford’s Sheryl Connelly according to CNN reporter, Sheryll Alexander.
GM pays particular attention to details in trim, fabric, colors and compartments, shapes and positioning of controls. “And then, of course, storage is a big deal to women buyers whether it’s room for groceries, handbags, kids’ toys, foldable seats or built-in car booster seats,” Albano added.
But the choice boils down to who is prioritized on the list. “In a middle lower or upper class the family gets to decide but for the upper class there is no ‘democracy’- different choices can be accommodated. In essences income bracket is the determinant factor.” Said Tukubok.
Who to market to, an SUV or a small sedan, is a different ball game entirely. “Again the income bracket determines …. For a high income earner decisions are made on the spot, in the office and for any car N10 million and above a young lady would make good sales in offices. As for the smaller cars meet the woman” said Tukubok.
What can we learn in it all? Do women influence decision on the auto marketing? Well whether buying or selling but it’s not a spot on situation rather a strategic approach. Either way you can’t do without them. Otherwise “…..you [will] stay down with the woman”- Godswill Akpabio.