Introduction The article examines factors influencing decision-making among potential female car buyers in Muscat. Through qualitative and descriptive research, the findings revealed that the branding of vehicles has an impact on the decision-making process among women at the time of purchase. Specifically, brand perception, in terms of experience with brand visual elements, is a significant factor in brand intake. The research concluded that product branding should be aligned with the needs of clients, displaying brand visual elements through direct experience, and remaining relevant in monitoring and planning for future brand intake strategies. This research evaluation will review the research question, objective, methodology, and findings in terms of their accuracy, applicability, and consistency. The review will then identify the primary concepts in the article and provide an evaluation through comparative analysis of other relevant articles. In addition, the evaluation will relate the findings to the Omani market in the context of how branding can influence product intake. Overview of the Article The article expounds on the elements of brand preference and how it influences the process of decision-making. Specifically, the article focuses on the modern Omani female segment with the purpose of appraising, investigation and categorization of the primary factors influencing their preference of car brands. The study is based on two hypotheses testing similarities and variances in marketing cars for male and female segments. Through qualitative method, the descriptive research concentrated on collecting information for assessing and reviewing the variables in play during the process of decision-making as influenced by preference and brand choice. The journal article concentrates on the consumer decision model proposed by Engel, Blackwell and Kollat, which defines environmental and individual influences in brand acceptance and perception. This model is based on a seven-step process of decision-making commencing with problem recognition and ending at giving a feedback. Individual influences that can affect this process include personality, attitudes, brand knowledge, motivation, resource, and lifestyle. Environmental influencers are defined as cultural, social, and family influences. These attributes are derived from the Consumer Behaviour Theory put forward by Jeff Bray. The literature review was supported by four previous studies carried between the year 1993 and 2002. Through direct interview, the research captured the view of senior marketing personnel for branded cars in an automobile company, and potential and current women car owners. The interview targeted 8 respondents classified in terms of age (20+, 30+, 40+, and 50+) and nationality (Omani, African, Canadian, Asian origin). The research reviews concept testing, symbolism, female segmentation profiling, and psychographic insights. The findings indicated that each segment is influenced by brand perception, in terms of experience with brand visual elements. The article concludes that product branding should be aligned to the needs of clients for ease and sustainability of brand intake. Evaluation of the Article The article, Identifying the Preferences and Brand Choices of Female Customers for Cars: A Study Conducted in Muscat Region, of Sultanate of Oman , is basically a summary of primary re