SEGMENTATION OF THE TARGET AUDIENCE WHEN DEVELOPING AN ADVERTISING CAMPAIGN IN THE MARKET OF USED AUTO

The article considers the issues of segmentation of consumers of the used car market, as an important component of developing an advertising strategy for promoting goods. The main factors that influence the decision to purchase used cars are identified, the market of which makes up a significant share of the automobile segment in Ukraine. The main trends among consumers in the market of used cars are analyzed. The main objectives of market segmentation are formulated. The methodology that should be used in the process of audience segmentation is considered.