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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Preference for One-Price Versus Bargaining-Allowed Policies as a Segmentation Variable for Retailers of Big-Ticket Items
verfasst von : Peter J. DePaulo, Amy Friedman, Wendy Berger
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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In a telephone survey, nearly half of the respondents indicated a preference for one-price policies (as opposed to bargaining-allowed policies) by retailers of automobiles and other big-ticket items. These respondents were older, less affluent, and had less favorable attitudes towards bargaining than respondents who preferred that bargaining be allowed. The most common reason for favoring one-price policies was fairness (everyone pays the same price for the same product). This exploratory research suggests that customers who prefer one-price versus bargaining-allowed policies may be be targeted with different promotional strategies.