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Study: Women more comfortable with negotiating than men

October 10, 2014
For most car shoppers, negotiation probably stands as the least desirable element of the car-buying process. But it seems a large portion of the population is growing more comfortable with haggling: Women.
According to the survey results from a survey from, women are "warming" up to the negotiation process — more so than men.
According to the online survey, which was presented to more than 1,000 drivers across the country, one-third of the female respondents said negotiation "makes it (car buying) a fun process", compared to 25 percent of men respondents.
Also, 23 percent of men say they "have learned to do it, but really don’t like it" compared with 18 percent of women.
The findings come on the heels of another study by that found the most important factor for car-buying women is to feel a sense of respect from their salesperson. 
The study also took a look at men and women’s negotiating strategies and how they differ. Though both men (61 percent) and women (54 percent) said they prefer to gather lots of information before negotiating, women tend to focus first on the monthly payment as a means to make a car deal more attractive.
According to the survey, 22 percent of women said they first try to focus on the monthly payment when negotiation, while only 9 percent of men cited that strategy.
And although women are becoming more comfortable with the haggling process, men are more likely to ask for more money off MSRP than women, the study found. Eighty-four percent of men said they work to negotiate $2,000 or more off the price of a vehicle, compared with 64 percent of women.
Showing slightly lower haggling expectations, 21 percent of women said they look to negotiate $1,000 off the price, compared to 10 percent of men.
Overall, even though shoppers may be relatively comfortable with the idea of negotiating, it still is considered an arduous task. Some shoppers said they feel the cards are stacked against them, while others were not exactly sure what a fair price looks like.
The study showed that 32 percent of men "feel like the dealer will always win," and 37 percent of women gave a similar response. That said, an equal number of women also said they’re "not sure what a good/fair price should be."