The percentages refer to the increased liklihood that a woman will buy the brand when compared to male shoppers. So a woman is 119% more likely to buy a Volvo than a man. And a woman is 19% more likely to buy a Kia than a woman. I wouldn't expect Volvo to be the most popular brand with females, didn't really consider it a car that men shouldn't buy. Not surprised to see Kia on the list, but the percentage isn't even that high. And I'm surprised to not see Mini on the list. Definitely thought more men than women would buy those.