Three out of four female consumers intend to take a man along when they make their next vehicle purchase, a new survey reports.
Capital One Financial Corp., an auto lender in McLean, Va., surveyed 800 women last August who called themselves potential vehicle buyers. The survey's findings suggest that many women feel pressured and uncomfortable at dealerships.
"Women still do not feel as empowered as they should in the car-buying process," says Diana Don Colby, Capital One's director of financial education.
Women are especially skeptical of the financial aspects of a vehicle purchase, the poll concludes. Survey respondents said they found it hard to negotiate a reasonable price and understand the fees charged in connection with a purchase.
They also complained about pressure from dealership sales employees to buy a costlier vehicle than they could afford and about problems with getting appropriate financing.
Female buyers "often forget about shopping for financing, which can be a mistake costing thousands of dollars over the life of the loan," says Joni Gray, consumer advice editor at Kelley Blue Book.
The survey shows that female buyers often overlook the terms of an auto loan. Nearly three of five female car buyers said they did no research before they got vehicle financing.
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