Kelley Blue Book releases the results of its 2006 Kelley Blue Book New-Vehicle Buyer Attitude Study on Vehicle Purchasing and Pricing. This year's study shows 37 percent of today's in-market car buyers find zero percent financing the most appealing incentive, up 11 points from last year. At the same time, the study showed that employee-pricing programs, popularized by domestic vehicle manufacturers in the summer of 2005, have become the least appealing offer with only 10 percent calling it the most attractive incentive.

"Last year all three American manufacturers participated in and heavily promoted their employee pricing programs, making last August one of the best sales months ever in the U.S.," said Jack R. Nerad, executive editorial director and executive market analyst. "This year, General Motor's lack of participation in the employee pricing wars and the less prominent promotion of the programs by Ford and Chrysler did not spur car-buyers into the market or make them feel compelled to buy the way they did the previous summer."

When it comes to the price of a vehicle, more and more consumers each year say they prefer a single set price to negotiating with the dealer and the percentage preferring to negotiate continues to decline. When broken down into sub-groups, the study further reveals that men and younger shoppers are more likely to prefer negotiating the final purchase price of a vehicle than other groups.

"Older shoppers often have more discretionary income and know exactly how much they can spend when buying a new car," said Nerad. "It's more about, 'what is my time worth,' than negotiating that last $50 or $100."

According to Kelley Blue Book Marketing Research, shoppers may prefer a single set price, but that does not mean the MSRP or sticker price. Seventy-three percent of today's vehicle shoppers 'somewhat' or 'strongly' disagree that paying the MSRP or sticker price for a new car is fair.

Gender is the great differentiator on this topic with 59 percent of men and 79 percent of women somewhat or strongly disagreeing that paying sticker price is fair.

This survey was administered via the Internet on kbb.com from August 29- September 6, 2006, among nearly 500 in-market new-vehicle shoppers planning to purchase or lease a new vehicle in the next 12 months. This is the third wave of this annual study.