Increasing Number Of Women Are Buying Cars And Gadgets In India: Study

Women consumers are shattering stereotypes by purchasing cars and electronics, which were stereotyped to be male-dominated areas of shopping, according to the data found by researchers at market research institute GfK India.

Around 40 per cent of all electronic purchases are made by women. These include televisions, laptops, tablets, household appliances, etc. Women have also been driving the purchase of an additional car in the family. According to the research, during the pandemic, there has been a 25 per cent growth in additional car purchases.

The data also says that the average age of female consumer tech shoppers has gone down to 34 from 38 in the past two years. Even the age of women buying cars is getting lower, due to more women joining the workforce. Maruti Suzuki revealed that 49 per cent of car buyers are in the age group of 26-35, 60 per cent of which are women.

Shashank Srivastava, senior executive director, sales and marketing at Maruti Suzuki said that around 42 per cent of women buyers are making buying decisions independently.

“Younger women are more interested in automating and remotely controlling aspects of their homes. Marketers are adopting innovative and personalised approaches to target different women shoppers across categories,” GfK India’s managing director Nikhil Mathur was quoted by Economic Times.

GfK India found that the top three criteria for women consumers are product features, price and brand.