Marketing Report 2022

Running head: MARKETING
Consumer Behavior
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Executive Summary:
The report aims at providing an overview of consumer behavior in relation to the second hand
car market. A large section of the consumers buy second hand car. It is therefore vital for the
marketers to analyze the variables that influence the purchase decision of the second hand car.
Against this particular backdrop, an attempt is made for uncovering the influencing factors
behind the purchase decision of the consumers. The report will thus put across an analysis
mentioning that the consumer segment opting for the second hand car has different set of priority
factors that guides their purchase decision.

2MARKETING
Table of Contents
1. Introduction:................................................................................................................................2
2. Purchase Situation and Target Market/ Customer Persona Profile............................................2
2.1 Description of Product / Service and Analysis of the Type of Consumption or Purchase
Situation.......................................................................................................................................2
2.2 Target Market Profile.............................................................................................................5
3. Factors Influencing Consumer Decision Making Process...........................................................8
4. Conclusions:................................................................................................................................9
5. Recommendations........................................................................................................................9
References:....................................................................................................................................10

3MARKETING
1. Introduction:
The report aims at providing an insight into consumer behavior in context of second hand
car market or used car market. The second hand cars were not a significant part of auto industry
due to its unorganized and risky buying procedures and lack of warranty (Maxcy & Silberston,
2017). The study makes an attempt in analyzing the preference and buying behavior of consumer
towards the second hand car. The report also evaluates the organized and the unorganized nature
of the second hand car market and the response and reaction of the consumers. The report thus
covers a complete view of the customers and the preference pattern for second hand cars. The
report also identifies the factors that influence customers’ decisions towards purchase of the
second hand car. The report also helps in understanding the second hand car market of Australia.
2. Purchase Situation and Target Market/ Customer Persona Profile
2.1 Description of Product / Service and Analysis of the Type of Consumption or Purchase
Situation
The product described here is the second hand car or used car. Buying a second hand car
is more like a treasure hunt. Nowadays, there are amazing deals all over the internet that turns it
into a tool for car shopping (Shende, 2014). Therefore, there is every chance for the customer to
find a suitable car deal that fit his budget and needs. Besides, there are ample incentives of
buying a second hand car. It helps in saving money on the registration, car insurance,
depreciation and taxes due loss of car value due to wear and tear with time (Klöckner, Nayum &
Mehmetoglu, 2013). This absolutely makes sense since the cars have never become more