Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/308027 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 1 [Year:] 2024 [Pages:] 60-65
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Leading global car manufacturers are targeting a shift to direct sales with fixed, non-negotiable prices, yet consumer responses to such a paradigm shift remain largely unexplored. Our study of 500 consumers reveals that in the current market environment, two-thirds would engage in price negotiations, yet the same proportion would pay a mark-up to avoid this common practice. The findings suggest that a carefully planned transition to fixed prices, slightly below current offer prices, could be accepted by consumers, potentially ushering in a new era in automotive retail.
Document Type: 
Article

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