The study investigates the car buying preferences of women in Kollam, Kerala as a region where traditional values coexist with new consumer aspirations. This discusses the core question of why demographic, financial and lifestyle factors influence women’s car choice-making process and stresses the significance of the growing importance of this segment to the automotive market. While previous research has identified factors such as affordability, safety and brand reliability, this research seeks to provide a gap filled by focusing on the sample of women buyers in Kollam with the use of fresh data and new analytical methods. The study finds that people prefer particular cars with a structured questionnaire and use of statistical tools to discover which features they consider most important, including these: affordability; automatic transmission; child locks; light colored cars; and brands they know that deliver confidence in their after sales service. Word of mouth is the most influential, followed by digital word and the impact of these is far more than what most people think. This has implications for automakers, many of whom will need to develop marketing based on women and offer access to affordable financing and user-friendly product design to capitalize on this market.