Women and cars
This is hilarious: GM made the development team of a new SUV put on high heels, press-on nails and skirts made from garbage bags in an effort to determine how some women might feel getting into and driving a huge SUV. Happily this was only part of the process for understanding what motivates female buyers. According to GM women generally demand more from their vehicles than men do and are more particular about a broader range of criteria. Women are not satisfied with the big picture, but pay close attention to details as well. Although women share some top priorities with men, they tend to have a longer list and understanding all items on it will make you over over-deliver to men.
Marianne van Leeuwen on May 20th 2008 in Female marketing, Marketing to women
