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Saturn: A Different Kind of Car Company 1. Small cars buyers are primarily looking for an affordable source of transportation. Car’s price, fuel economy, warranty coverage and expected maintenance expense are considered the main priorities in making a purchase decision. Most of the small car buyers are unable to upgrade their cars to a more expensive model because they have a limited budget. Small cars tried to offer the features that are usually found in more expensive models, like anti-lock brakes, airbags, deluxe interiors and sports options. The sales process also plays an important role in the purchase decision. Many shoppers dislike bargaining over features and price. That is why some dealers used a tactic called the “ no-haggle “ pricing to lower customer complaints. Leasing is also encouraged by dealers to lower monthly payment to as much as 20 %. In that way, customers are less likely bother to ask questions about pricing.
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