The document summarizes findings from several consumer surveys about attitudes towards vehicle purchasing. It finds that while price is a key consideration, consumers also value other factors like trust, customer service and an easy purchase process. Specifically, around half of consumers prefer negotiating price while the other half prefer a single set price. Trust, customer service and an honest repair facility are very important factors when choosing a dealer. The majority also prefer knowing the invoice price to work up from when negotiating. Financing offers are also an appealing factor beyond pure price.