Car selling without price negotiations : wishful thinking or the new normal?
Dr. Mario Farsky, Julian Feldhäuser, Ferdinand Harries, Dr. Andrej Levin, Prof. Dr. Dominik Papies
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.
Year of publication: |
2024
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Authors: | Farsky, Mario ; Feldhäuser, Julian ; Harries, Ferdinand ; Levin, Andrej ; Papies, Dominik |
Published in: |
Marketing Review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-7516, ZDB-ID 2425938-X. - Vol. 41.2024, 1, p. 60-65
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