Abstract
Automobile retailing in the United States is undergoing significant changes. In fact, the changes have been described as a revolution. This study focuses on one aspect of the automobile retailing revolution: the one-price/no-haggle concept. Implicit in the adoption of one-price pricing is the notion that consumers who purchase from one-price dealers are different than those who buy from traditional dealers where price negotiation is the standard practice. In this study Saturn automobile buyers, who are an easily identified group of one-price buyers, are compared to buyers of other new brands of automobiles to determine if there are demographic and psychographic differences between the buyers.
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