Oditor, Vol. VI, No. 03/2020
THE ROLE AND IMPORTANCE OF DEALERS (SELLERS) FOR THE AUTOMOBILE MARKET IN SERBIA
Sanja Jelenković, Aleksandar Brzaković, Branko Mihailović
Original scientific paper
Cars are the most sophisticated mass-produced products and are the result of years of research and development. Due to this nature, the technological development of cars is, in general, unpredictable. Even when they meet expectations, consumer acceptance varies from one market to the next. Consumer markets consist of customers who want to spend or benefit from a purchased product and who do not buy the product for profit, as the main goal, but to meet their needs. The role of dealers in the automotive industry is of increasing importance to both production volume and car models. Without their presence, there is the question of product placement, product pricing, and marketing activities. The strategy of the manufacturer or dealer himself is of the utmost importance, as the company creates value and how it achieves a competitive advantage, while the cost advantage sources depend on the structure of the given industry. Also crucial for the auto industry is the supply chain of spare parts. Price is a strategic and tactical variable that influences sales volume.
Key words: cars, dealers, price, market, consumer.