  Ref: market0033 This study examines the buyer behaviour of women, concentrating on the key differences between the genders when buying cars and financial services products. In order to ascertain the key differences between the genders when buying these products, three focus groups were conducted. Participants all held experience and knowledge of purchasing both cars and financial service products. This resulted in an understanding of how female consumers actually make decisions regarding the products being studied. Overall the report confirms that the decision making process does differ significantly between the genders when buying both cars and financial services products. It became evident during the analysis that women spend significantly more time searching for information prior to making a purchase decision than men do. It was revealed that particularly more time was spent when buying products they have little knowledge or experience of; such as cars and financial services. This study also discovered the importance and the effects of Word-of-Mouth on female consumers, which became even more significant with the products that this study concentrated upon. Finally, the research highlighted the negative preconceptions that the majority of women hold towards the automotive industry, and despite recent efforts amongst many major car manufacturers, female consumes still felt intimidated by car sales men and the environment surrounding the purchase of a car. 10,000 words – 100 pages in length Excellent use of literature Good in depth analysis Well written throughout Ideal for business and marketing students Includes interview transcripts 1.0 The Introduction Setting the Scene 7 The Gender Pay Gap Women as Professionals Women Living Alone Women Buying Products Traditionally purchased by men The Financial Service Industry The Automotive Industry The Research Objectives 2.0 Literature Review Introduction of Literature Review The Decision Making Process High Risk High Involvement Extensive Problem Solving Need Recognition Information Search Exposure Attention Comprehension Memory Pre-purchase Evaluation Purchase Decision Post Purchase Evaluation Key Influences Household Decision Making Reference Groups Attitudes Attitudes towards the purchase Attitudes towards the advertising The Spiral Path Asking Around The Perfect Answer Seeking more Information The Repetition Stage Conclusion of Literature Review 3.0 Methodology Methodology Introduction Secondary Research Objectives Secondary Research Methods Limitations of Secondary Research Primary Research Objectives Quantitative Research Qualitative Research Focus Groups Implementing the Focus Groups Ethics Data Analysis 4.0 Analysis and Results Overview High Involvement Need Recognition Information Search Exposure Attention Memory Purchase Decision Post Purchase Evaluation Key Influences Household Decision Making Reference Groups Attitudes Conclusion of Analysis and Results 5.0 Conclusions Research Objectives The Decision Making Process of Women The Key Differences Limitations of the Study Recommendations for further study Further Product Ranges Men Buying Products traditionally purchased by Women 6.0 References 7.0 Bibliography 8.0 Appendices How To Order 1. Select reference number market0033 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |