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BoatU.S./Genmar Women's Survey Finds Astute Shoppers

Nearly one-third of women buying a boat did so on their own without their spouse or significant other, according to the final results of a year-long Web survey by BoatU.S. and Genmar, a major boat manufacturer. Women boat-buyers also did their homework prior to purchasing a boat by visiting boat shows, reading boating magazines and company literature and interviewing friends who own boats.

The survey also found that a significant majority, nearly two-thirds, bought a boat at a dealership and 59% shopped multiple dealerships prior to purchase to find the best deal. A remarkable 81% knew or had a good idea what model, amenities and price they wanted before shopping and 54% said the manufacturer's reputation was the major factor in their decision. Some 31% responding to the survey were first-time boat-buyers while 40% were trading up to get more space and amenities.

“Clearly, there is a large segment of independent women who are buying boats and they take the time to shop around. Boat manufacturers, dealers and advertising firms should take notice and adjust their marketing strategies to reach out to them,” said BoatU.S. Magazine Managing Editor Elaine Dickinson, noting that “25% said they would walk away from any deal if they felt they were receiving poor customer service.”

The survey was posted this year at BoatUS.com/women with 25 multiple-choice questions to help improve how women are treated when buying a boat. Over 400 participants logged on to share their experiences in the boating market. The final results are posted at http://www.BoatUS.com/women.

This collaborative effort between BoatU.S., the consumer voice of boaters, and Genmar Holdings, Inc., the Minneapolis-based manufacturer with some 16 boat companies, is a first. Both organizations have launched initiatives aimed at drawing more women into boating.

Genmar's Senior Vice President of Marketing George Sullivan says the survey results “Will help form a new sales training curriculum for Genmar's hundreds of dealerships worldwide so those working to sell boats can better serve the needs of women consumers.“ Genmar has launched a series of hands-on women's boat-handling clinics through its network of dealerships.

Founded in 1966, BoatU.S. has 575,000 members and sponsors major women's regattas, the Women in Boating Web site at BoatUS.com, women's fishing seminars and sailing conferences.