Band 8: Fahrerinnen und Fahrer von PKW der Ober- und der Luxusklasse (Volume 8) (English shop)

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It is well known that most men are fascinated by cars in the executive and luxury classes. But what about women who drive cars of these particular classes? Why do they choose these cars, and how do they feel when driving such a vehicle?

Women who drive cars of the executive and luxury classes constitute a minority. In a new study at the Kompetenzzentrum Frau und Auto, we conducted an empirical investigation to explore the needs, requirements and wishes of this group of female drivers.

In preparation for the exploratory field study, the participating Master’s students worked through an extensive body of scholarly literature on the topic of ‘value to the customer’ in order to derive frameworks of possible quality and perception characteristics. Two field studies were carried out in order to obtain statements and findings on consumer satisfaction: a survey of female drivers of executive and luxury class cars as well as a further survey of male drivers of these car classes.

The investigation was conducted in the summer and autumn of 2010 at the Kompetenzzentrum Frau und Auto with the participation of students from the Hochschule Niederrhein and the Fachhochschule Dortmund.