but my point is that people complain that they go to fifteen dealers to get a price, they wish they could just go in and pay the price they see. they can, it's on the windo sticker
when you sit on the side of the desk that i do (R U STUCK will attest to this) you'll see that it is
the consumer that has created this problem in the industry, not the dealer.
If all dealers had the same model as the old "Saturn" no-haggle model mentioned above, then it would be a non-issue. (Though I wonder how strictly that was adhered to in reality.) Each of the 15 dealers would have an identical price for an identical unit, making price shopping irrelevant.
Then consumers could focus on other aspects, like the sales person's attitude for instance.
Customers don't like the dickering process because most of them are out-gunned by a well-trained sales staff, who are well versed in sales tools and tricks. Most people feel bad about trying to "take" money from a dealer in the form of a lower price, even on the second largest purchase most people make. This is where the want for a fixed price comes from; people don't want to pay more money just for the hell of it.
As a consumer, I can ask for anything I want. I tried to barter a diamond ring from a jeweler with chickens and goats last Sunday. (No, I really did.) That didn't fly, but I did learn that they are a bit flexible on the price. If they said, "sorry, this is the MSRP, pay it or walk," I would have known that too.
It's widely known that you can "go down the street" and often work a better deal. The customer didn't create that; the dealer that's willing to undercut another did. How is that the customer's fault?
(Sorry for the mini-derail Lumpster, but this is somewhat relevant to the original topic.)