ONLINE MARKETING COMMUNICATION DIRECTED TO WOMEN IN THE CAR MARKET

Women are not only drivers but also account for 40% of all customers buying new cars. Development of the Internet has meant that women are now very conscious and educated customers. They spend a lot of time getting information before buying a car using mainly the Internet. The aim of the article is to identify the most common messages on websites in relation to "a car for women." The research method was the analysis of contents and the content analysis. Half of the websites contain criteria that guide women when buying a car or advice on what they should look for when choosing a car. The most common criteria considered by women when choosing a car were the appearance and operating costs (economical use). In the rankings of the criteria in the first place there was often safety and functionality (ease of parking, large trunk, adaptation for children) than appearance. It means that there is a need to pay attention to the larger variety of communication addressed to women. Stereotypical appeal in marketing communication only to the appearance and color of the car as the most important for women can result in failure.

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