A new University of California study shows that minority purchasers are at a disadvantage in vehicle showrooms. The survey goes on to report that by buying on the Internet, minorities could save an average of $500 over going through a dealership. For advertisers, this could represent a window of opportunity.
Florian Zettelmeyer, a Berkeley marketing professor, said " people who come from neighborhoods with a higher percentage of college-educated residents were found to pay lower prices at the dealership than the average consumer. Women pay a very small amount more, 0.2 percent (about $45 on the average car), than men pay." Using the Internet to shop, he said, eliminates some of those factors.
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