Male car-buyers guided by emotions

A new survey has highlighted the differences between the genders when it comes to buying a car, with men more motivated by emotion and women by cost.

Male motorists place more importance on things such as the make and model of a car and the brand reputation than female ones, according to the survey by information services company Experian. Men were also nearly twice as likely than women to worry over what a car said about their personal image.

The poll of 1,016 UK car owners revealed that, for both men and women, running costs and a vehicle's reliability were the most important pre-purchase issues. The survey also showed that 69% of women keep their car for more than three years compared with 60% of men.

Kirk Fletcher, managing director of Experian's automotive division, said: "The older the car, the higher the chance of it having some sort of history that would affect a person's decision to buy it. It is important for women to protect themselves because they are more likely to buy older cars.

"Men are just as vulnerable if they are more inclined to base their decisions on what the car means to them. Buying a car can be an emotional process, especially if the car buyer has gone through a lot just to find the right one."

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