IRVINE, Calif. -- More than half of new-vehicle shoppers prefer pre-determined, no-haggle pricing and easy-to-calculate incentives, such as zero-percent financing, according to a study from Kelley Blue Book Marketing Research.

The August 2005 Kelley Blue Book New-Vehicle Buyer Attitudes Study on Purchasing and Pricing shows 62 percent of new-vehicle shoppers would rather go to a dealer with a single, set price than engage in negotiations. In addition, the most popular incentive continues to be zero-percent financing, with 26 percent of in-market car shoppers citing it as the most appealing offer.

"Car shopping seems less stressful and more enjoyable for most consumers when the process is simplified, and they know they are paying the same price as other consumers are," said Jack R. Nerad, editorial director and executive market analyst for Kelley Blue Book. "GM’s recent extension of its employee discount program and the industry-wide move to so-called value pricing — suggested prices much closer to the actual prices at which cars are bought — both move industry pricing policies in this consumer-friendly direction."

However, the appeal of zero-percent financing has slipped since Kelley Blue Book’s first study in April 2003 when 41 percent found it most appealing. This 15-point drop primarily is due to the employee pricing programs now available. Today, employee pricing programs are viewed as most appealing by 21 percent of shoppers.