Female market: The challenge for mechanical services

Abstract

This document is a theoretical reflection on the changes
and updates faced by two actors, on the one hand, the
mechanical workshop and on the other hand, the female
market, of which a documentary analysis is made with
respect to their behavior, which was carried out through
the review of the consumer behavior and business
marketing approaches. The workshop's position is
presented with a strong focus on the male market, and the
one taken by the woman who takes the and the one taken
by women to require and purchase mechanical services.
Finally, ideas are discussed and suggested to influence the
competitiveness of prevention, maintenance and vehicle
repair shops in Tijuana, Baja California.