Perceptions of Advertising in the Market for Used Vehicles

Michael D. Pratt, George E. Hoffer and David J. Urban

The authors, recognising the rise in used-vehicle sales and the dearth of research into used-vehicle promotion, report on a survey among 600 used-vehicle buyers.

Perceptions of Advertising in the Market for Used Vehicles

David J. UrbanGeorge E. Hoffer andMichael D. Pratt

During the last 10 years, the pace of change in automotive marketing and distribution has been unparalleled. Most of these changes were pioneered in used-vehicle markets, the character of which was changed dramatically with the advent of the 'program car.'

Unlike traditional used vehicles, 'program' vehicles are in resale markets only because their lease has expired or because their rental fleet service period has been completed. In 2000, approximately 30% of the 16.1 million vehicles sold in the United States...

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