The used vehicles consumer behavior: a study based onthe purchase decision-making process

Abstract

Consumers have become more demanding and aware of their rights. Furthermore, there are many offers and options that allow them to choose the product that really fit their needs and desires. With this change in behavior, consumers are better assessing their buying options before performing them. Facing that, the present study addresses the decision-making process of buying used vehicles and aims to evaluate consumer’s behavior at each stage of this process. The research is classified as exploratory and descriptive. In the exploratory stage, using a qualitative approach, was performed a focus group with vehicle consumers and interviews with car dealers , both in order to identify the variables to be used for the preparation of the questionnaire. In the descriptive part, it was carried out a survey, which was applied by questionnaire to 86 purchasers of used vehicles through personal interviews. Data analysis was done through frequency distribution and T. Test Results adduce that the service and perceived sincerity of the sellers are the features that consumers consider most important to make a purchase. The benefits and vehicles features have been also a very factor considered, as well as the origin and the state of conservation of the same. Finally, the results contribute to the development of marketing strategies for the sector and also to describe the relationship between companies and their clients.