Who buys cars - and how

Carsguide research shows that while both males and females research cars before buying, the information they value varies.  "Female buyers are more interested in how-to content, running costs, data comparisons and advice on what car might suit their needs," Carsguide publisher Sue Klose says. 

"Male car shoppers show greater interest in new car reviews, gadgets and futuristic cars."

Giving a glimpse into just some of the research she will reveal in a key address to the Australian Automobile Dealers Association (AADA) national convention next month, Klose says there are crucial points that appeal to car buyers, depending not only on gender but age and profession.
"Age is directly correlated to interest in certain types of content," Klose says. 

"Car buyers who are newer to the process show higher interest in the more practical features that will guide them through the process. "Older car buyers show particular interest in new car reviews related to their higher propensity to buy new cars."

Klose says that even differing sources of reviews can be an important point across age groups.  "One interesting finding is that buyers between 18 and 55 are equally likely to value reviews by other car owners, along with professional reviews," Klose says.

"Buyers instinctively understand that the owners' point of view is different from a professional reviewer, as owners best place to describe the car over the long-term.  "Ratings for user reviews tend to be slightly lower than for professional reviews, but are still quite high across nearly all segments."

At the AADA convention - being held on the Gold Coast from September 9-12 - Klose will elaborate further on research into what kind of cars the different age and gender groups are looking for, how that affects their researching and buying habits - and even the impact of their postcode.  

Also speaking will be international keynote speaker Tom Hopkins, whose world-leading sales training has delivered impressive sales results to businesses throughout the world for over 35 years.  The author of How to Master the Art of Selling, which has sold over 1.3 million copies in 10 languages, the American real estate magnate and sales trainer will spend a full day revealing his proven techniques, ideas, concepts and values as they apply to selling cars.

And on the lighter side of the convention, delegates will be entertained by a top line-up, including pop legend Normie Rowe and comedians Jean Kittson and Shane 'Kenny' Jacobsen.  Full details are available at www.aadaconvention.com.au.