How price can convey that it is easy to do business
There are some categories of purchasing where price bargaining is customary. An example is buying a car. In the USA, particularly, overproduction and over-pricing has led to constant discounting and deal-making behaviour from savvy customers. Some customers enjoy the cut and thrust of negotiation. Other customers dread this need to haggle and are reluctant to buy for fear of getting a poor deal. There is an opportunity to position a company as differentiated from other brands.
The Saturn brand positioning is ‘people first’. The brand offers a fixed price no hassle, no haggle sales policy. The price conveys the idea that the company is easy to do business with.
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