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You work as a seller in a large auto dealership. Your boss is all excited because he found a market research report titled, What Women Want When Buying A New Car. The boss wants you to include the research findings in your sales presentations - Essay Example

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Since the report was compiled in 1974, it is evident that the times have changed and the car that was trending in the then times may not be what many…
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You work as a seller in a large auto dealership. Your boss is all excited because he found a market research report titled, What Women Want When Buying A New Car. The boss wants you to include the research findings in your sales presentations
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Extract of sample "You work as a seller in a large auto dealership. Your boss is all excited because he found a market research report titled, What Women Want When Buying A New Car. The boss wants you to include the research findings in your sales presentations"

Market Research & Information The boss’s idea is indeed wrong and may not include the required expectations of what women require when purchasing a car. Since the report was compiled in 1974, it is evident that the times have changed and the car that was trending in the then times may not be what many women are looking for presently. Additionally, it is also important to also note that in the 1974, not many women had the chance to purchase cars as opposed to the contemporary society where the women are concerned about the technical parts of vehicle considering that they too have become frequent users of vehicles (Ben-Ari 19-21). This aspect explains that by including the findings in the sales report will mean that the boss will have misplaced priorities in his work, and his report may not include the latest findings.
Today as White writes, lots of clients do their shopping online, even for their vehicles as opposed to the earlier days (1). In the event that the findings of the report are taken as factual, it means that the boss will not have included all the details that would see to the success of the implementation of the report in questions. Various aspects such as the increase of online buyers will be missed and if women today prefer online shopping for vehicles or not.
In the course of purchasing a vehicle in the contemporary world, White argues that women get most of their advice from their friends (1). This means that women are socially interactive clients and may marketers may greatly benefit from referring them to other clients (White 1). However, the main question remains, is today’s female buyer the same as that of 1974? This is a clear indication that there are lots of gaps that exist in the research report discovered by my boss and its findings may not represent the female buyers today.
White also indicates that in the present world, women are more concerned with the warranty information of their car purchases (1). This explains that these women are more concerned with the lifelines of their vehicles and will constantly compare the same with other models available. Was the 1974 woman like today’s woman? Did they value the warranties, the lifeline or the outer beauty of the car? A lot of gaps therefore ae present in my boss’s report.
In line with findings above, I would suggest that recent research be done to help this situation. Evidently, from 1974-2015, lots of years have passed and these years have seen lots of developments in the car industry as well as consumer behavior. It is, therefore, recommended that the report findings be updated in line with the demands that exist today as opposed to reporting facts that may not be applicable. The boss may appoint various individuals to compare and contrast women car purchases in 1974 and in 2015, so as to see which aspects of the report are valid and which aspects need to be edited prior to presentation.
Works Cited
Ben-Ari, Dani. Car Ownership for Women. NY: Author House, 2010. Print.
White, Annie. Car Buying: What Do Women Want? 5 Dec. 2013. Web. 12 Jan. 2015. Read More
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