Russia: information sources during car purchase by gender 2018

Customer feedback and recommendation of family and friends had a major role in influencing car purchase decisions in Russia, considering the findings of the survey at hand. Roughly 10 percent more women were influenced by salesmen recommendations than their male counterparts. Car magazine reviews seemed to have a bigger impact on men's decisions.

Type of information sources Russian car owners relied on while choosing a vehicle as of November 2018, by gender*

Characteristic	Men	Women
Feedback of car owers on the internet (online forums)	53.8%	47.2%
Recommendation of friends/aquaintances	39.7%	43.1%
Dealership websites	38.2%	36.8%
Car manufacturer's web pages	35.5%	34.9%
Salesmen recommendations	29.3%	39.9%
Test-drive videos on the internet	29.4%	31.9%
Car magazine websites	29.9%	23.2%
Booklets car dealership outlets	12.3%	13.7%
TV-shows	8.6%	6.4%
Others	3.4%	3.9%

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Release date

August 2019

More information

Region

Russia

Survey time period

Novermber 2018

Number of respondents

over 1,800 respondents

Special properties

Owners of cars produced from 2013 to 2018*

Method of interview

Online survey

Supplementary notes

* The sample population included owners of cars no older than five years that were new at the moment of purchase.
The respondents could choose several options.

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