Problem
Do most people walk into a dealership and pay the sticker price on the side of the car? Should they?
1. Does everyone pay the same price for the same car? Why? Why not?
2. Have you followed through with a purchase and if so, what was your experience like? How has the Internet changed the way people buy new cars?
3. Since buyers negotiate their own deal for differentiated new cars (including financing and trade-in) they pay different prices. What determines how much the person pays?
4. What information does the car salesperson/car dealership have that would not be available to the consumer? What is the difference between dealership goals and consumer goals?