Who REALLY wears the pants in the car buying decision? Men or Women?

What demographic group outspends and controls the majority of consumer spending? Let's have a multiple choice: a) Gen X; b) Gen Y; or c) The all-too-oft-mentioned "highly coveted target of men aged 18-24?"

Answer: None of the above. The spending engine that drives the U.S. economy—and economies the world over for that matter—is women. As Chief Purchasing Officers for the substantial majority of U.S. households, women make about 83% of consumer spending decisions; and consumer spending accounts for two-thirds of the GDP in this country. No matter what marketers are selling, be it potato chips or computer chips, chances are it's women who are the ones deciding which to buy.
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PlanoA4 - 9/8/2006 3:52:55 PM

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Mom? How did you get there?

I95SPEEDINGTICKETS - 9/8/2006 4:20:48 PM

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Very True
I am Single for now but all my friends leave the Sensible Purchase Decisions to the Madame

audiot - 9/8/2006 6:13:51 PM

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Not cars. Not convinced men are leaving that decision to their wives. Buying furniture is one thing, or picking the vacation spot. Cars are different for (most) guys. It's at least 50/50 and probably more weightend the man, (even if it's not politically correct to say). Sorry to disagree with the latest trend!

webguy - 9/8/2006 8:06:07 PM

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This article, while it makes some correct and valid points, is misleading in others. In particular is the “women purchase at least 60% of the new cars outright; they are influential in 85% of buying decisions overall” nugget under which the entire article is based. This breaks down differently for every car segment and “influence of buying decision” is too vague of a statistic. Nevertheless…

The 18-24 male is only coveted for products dependent on irrational spending habits … and because a product which appeals to that crowd will largely market itself.

In the car market, 35-55 is the “coveted” market, because they tend to have the money to buy the higher profit cars that manufacturers actually want you to buy. Marketing types have known for decades that in this “married with kids” crowd that men tend to have the money, while women tend to control it. Whether that’s PC or not doesn’t matter when you’re deciding how to move your product; and this basic point that the article danced around with the aforementioned vague statistic is not new to product planers.

Cars though, are not potato or computer chips. Women tend to sell better to both sexes for nearly everything… except cars, and manufacturers realize this. While it is a good idea, the marketing gurus behind the cars need to be very careful about how they go about appealing to women, as men are much easier to alienate once the car carries feminine appeal.

BoLLeH - 9/9/2006 1:28:12 AM

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I KNOW I wear the pants when buying the car! I hope she doesn't look at this site.

kart1 - 9/9/2006 1:58:41 AM

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You know the best thing to do is persuade, you know become the salesman yourself and sell the car to her. She trusts you more than the other guy at the dealership. Mellow it out and make the car and absolute need to the family. Show the benefits and hide the negatives (just hope she doesn't do research of herself, but if you really want find a way around). Also let her pick the color and the interior and she'll good and you'll be better. This should work, but what the hell I no, I have persuaded other people but I am not married yet. I should start practicing, any other advice guys.

crackityjones - 9/9/2006 2:34:25 AM

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Don't let her pick the color, unless you want white.

halfpast3 - 9/9/2006 8:00:56 PM

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Old news. Anyone who sells anything knows the woman is the x factor. If she likes it its as good as done. You guys are all full of crap (except BoLLeH) cuz your wife calls the shots and you know it. At least you can feel cool lying to all us about how "you are the man". And yes.....my wife okayed my purchase.

speedracer54 - 9/9/2006 9:29:32 PM

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It depends who makes the money. How much money that couple make. The women sometimes step in just to make sure their stupid husband doesnt make a bad choice. In a rich family the wife could care less about what he buys.

phantom330 - 9/11/2006 10:21:20 AM

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I wouldn't let the wife pick my car. She can pick hers if she likes. The women generally wear the pants in most other decisions though.

arturoman - 9/15/2006 3:16:38 PM

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My ex-wife tried to control what I bought and how I spent my money. I went out with my daughter one weekend and brought home our next SUV. She was pissed. Refused to drive it which was fine by me. I finally got fed up with her and dumped her. My girlfriend is a babe makes her own money and doesn't have a care about what I do with my money.