Gender fender

Abu-Shalback Zid, Linda
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p6
This article presents the findings of a market survey on customer response to automotive direct mail conducted by Vertis Inc. in the U.S. as of March 2005. According to the study, there is a distinct difference between the sexes when it comes to responding to automotive direct mail. The study showed that 73% of all adults who plan to purchase a new vehicle responded in some way to automotive direct mail they received, with the highest number of respondents, 38%, saying they visited a dealer in person. About 15% of respondents visited the sender's Web site, 8% called an 800 number on the mailing and 7% replied via e-mail. But while women who are in the market for a new vehicle prefer to visit the dealer or call the 800 number on the mailing, their male counterparts would rather visit the sender's Web site or reply via regular mail. As for age differences, the highest percentage of those that did not respond to the mailings came from the baby boomers II category. All of the age categories chose to visit the dealer in person above all other options with 38% of the Y generation, 41% of generation x, 46% of baby boomers II, and 29% of baby boomers I choosing to respond in that manner. Another big variance among the age groups came from the percentage of respondent who visited the sender's Web site.


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