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Inside the Dealership: The Impact of Consumer Negotiation Preferences and Strategy

Due to the considerable amount of information that can be researched on the Internet, car buyers now enter a dealership with a level of knowledge that provides a  position of power that can be on par with, or even exceed, that of the salesperson. This increase in knowledge comes into play particularly in the most crucial part of the buying  process: the negotiation. This study, from Capgemini and  the Car Internet Research Program, examines the role  that a consumer’s negotiation preferences and tactics play in the buying process.