THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES

Abstract

This article describes an empirical investigation of a relatively new marketing concept, the Time Guarantee, as implemented by an automobile dealership. Results suggested: • Consumers regarded the Time Guarantee as a feature that could prompt them to differentiate sellers. • Consumers in a variety of demographic categories placed a high value on time. • Consumers viewed the Time Guarantee as a benefit which should be included in the price paid for the product.