Identifying the Preferences and Brand Choices of Female Customers for Cars: A Study Conducted In Muscat Region, of Sultanate of Oman

Abstract: The purpose of this study is to review and understand the decision making influences faced by female segment in choosing and purchasing specific Brands of Cars in the Muscat region of the Sultanate of Oman. The paper reports an empirical analysis by classifying female segments into cohorts based on the decision making characteristics which provides qualitative insights of the female car owner driver segment residing in Oman. The Car Manufacturers will benefit from the data collected, especially in helping to build good customer relationships with the segment and in determining factors impacting on the profitability.

Keywords: Women segmentation, Taste, Preferences, Habits, Brand preferences, Decision making

Edition: Volume 2 Issue 9, September 2013,

Pages: 312 - 320