Costa Filho, Bento Alves da2026-03-132026-03-132026CARVALHO, Thiago Michel Dias de. Fatores que influenciam a compra de carros seminovos no estado de Goiás. Goiânia (GO), 2026. 97 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.https://repositorio.unialfa.com.br/handle/123456789/736The Brazilian automotive sector, one of the ten largest in the world, experienced significant growth in the used-car segment in 2024, reaching 15.7 million transactions. However, academic research on purchase decision factors remains predominantly focused on new vehicles, overlooking the specificities of dynamic regional markets such as that of the state of Goiás. Addressing this gap, this study examined the following research question: what factors influence the purchase decision of used-car consumers in the state of Goiás? The general objective was to identify and analyze these factors. Specifically, the study sought to: (i) map cultural, social, personal, and psychological influences on the decision-making process; (ii) compare the relative weight of economic variables (price, financing), symbolic variables (status, identity), and situational variables (urgency, availability); and (iii) characterize the distinctive behavioral patterns of used-car consumers in Goiás. A quantitative, descriptive, cross-sectional approach was adopted, with a structured questionnaire administered to 155 recent buyers in Goiás. Data analysis, conducted using descriptive statistics and Analysis of Variance (ANOVA) in SPSS, revealed a multidimensional decision-making process. The findings indicate that purchase decisions are guided by economic rationality centered on price and maintenance costs, yet are deeply permeated by symbolic factors such as personal fulfillment and the pursuit of status. A predominant consumer profile was identified (aged 26– 45, higher education, formal employment, and middle income), whose choices are significantly moderated by variables such as age, education, and income. The study concludes that the usedcar market in Goiás exhibits distinctive dynamics in which economic, symbolic, and social elements are intricately intertwined. This insight is critical for the development of more precise and effective marketing strategies capable of engaging with the specific identity and motivations of regional consumers.ptComportamento do consumidorMercado regional de seminovosMarketing automotivo