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When women are in the market for a car, what’s the most important factor influencing their choice? Any men tempted to say “color” should sign up for a thought-rectification course. The correct answer, according to a newly released Ipsos Public Affairs survey of women conducted for CarMax, is “price.”
That was the factor cited by 33 percent of respondents to the polling, conducted in August. “Reliability” was the runner-up (cited by 29 percent), followed by “fuel efficiency” (19 percent).
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