BETHESDA, MD — Nearly nine out of 10 female motorists are at least somewhat involved in the decision-making process for their household’s vehicle maintenance and repair, according to an exclusive new study comissioned by the Automotive Aftermarket Industry Association (AAIA). “Vehicle Maintenance & The Female Motorist” is an analysis of the attitudes and perceptions that drive women’s behavior regarding vehicle maintenance and repair.
“Because little has been done to investigate the role of women in the decision-making process for maintenance and repairs, AAIA commissioned this study as an assessment of the factors that facilitate female spending in the automotive aftermarket,” said Kathleen Schmatz, AAIA president and CEO. “Interestingly, the study found that while roughly 78 percent of women feel that following the recommended maintenance schedule is important, 68 percent claimed to actually follow the schedule closely.”
More than two-thirds of decision-making women (68 percent) always take their vehicle in for service themselves, according to the AAIA study. An additional 21 percent of women share the duty of taking the vehicle in for service with someone else, usually husbands or ex-husbands.
The study found that the most effective reminders to women of the need to schedule maintenance are windshield stickers (57 percent) and regular mileage intervals. While 86 percent of women said they have read their owner’s manual at one time or another, only 35 percent used it as a maintenance reminder.
“An interesting finding in the study was the price threshold for women on making an immediate decision about service or repair recommended by a repair shop,” said Schmatz. “Most women are not comfortable making a quick decision on estimates over $200.”
The study provides two sets of analyses: one representing the entire population of female motorists and the other comparing and contrasting five sub-groups of female motorists. The sub-groups include: Do It For Me (DIFM) Dealer, Do It Yourself (DIY) Diligent, DIFM Independent, DIFM Procrastinator and DIY Negligent.
Data featured in the study include:
* Perceived importance of regular maintenance
* Awareness of need for maintenance and repairs
* The decision-making process
* Maintenance and repair performed
* DIFM attitudes and behavior
* DIY attitudes and behavior
* Vehicle, driving and demographic profiles
Copies of Vehicle Maintenance & The Female Motorist are available for $295 for AAIA members and $995 for non-members. For more information and to order the study, call 301-654-6664 or click on the study button on: http://www.aftermarket.org.
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