This report, prepared for the managing director of Toyota, delves into the intricacies of consumer behavior within the automotive market. It begins with a situation analysis of Toyota, examining its background, historical facts, vision, mission, current market position, industry information, competitors, market share, and marketing strategies. The report then explores Toyota's target market, segmenting buyers based on demographic, psychographic, behavioral, and geographic factors. It further analyzes the target market's decision-making process, including problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase evaluation. Social, psychological, and personal influences on buying behavior are also discussed, followed by marketing strategy recommendations to enhance Toyota's market position and consumer engagement. The report concludes by summarizing the key findings and implications for Toyota's marketing efforts, providing a comprehensive overview of consumer behavior in the context of the automotive industry. The report also includes figures and tables to visualize the data and make it easier to understand.