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An Exploratory Study of the Role Gender Plays in Car Purchasing.

Byrne, Ruth (2003) An Exploratory Study of the Role Gender Plays in Car Purchasing. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

This dissertation is an exploratory study into the function gender plays in car buying behavior. The author had divided the study into four chapters.

Chapter One explores the literature regarding gender and how gender is determined by society and not a biological factor (Renzetti 1995). The author will also review how gender affects advertising, and look at consumption and brand loyalty.

In Chapter Two, the author examines the automobile industry in Ireland, and how the industry has evolved. The author also will illustrate the global auto industry and the top three major manufactures and their position in Ireland.

In Chapter Three, the author will explain the rationale behind her research methodology. The author employed a qualitative research approach using semi-structured interviews to explore if there are different criteria applied in car purchasing depending on gender. Content Analysis was used to analysis the data.

In Chapter Four, the author narrates her findings through emerging themes, analysis and interpretation.
The research evokes that gender roles certainly have an impact on car buying behavior and that there is an evident difference in the needs and requirements of a car between female and males. The research displays an identification of certain cars corresponding to distinct gender needs and wants. The author believes that although gender roles are changing the car market will not become a homogenous market for males and females in the fore coming years.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Motor Industry
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HQ The family. Marriage. Woman > Gender
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 24 Aug 2010 16:49
Last Modified: 19 Aug 2014 09:40
URI: http://trap.ncirl.ie/id/eprint/407

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