| Abstract: | Financial leasing is being used increasingly to acquire items of industrial equipment where use is more crucial than ownership. Its advantages over traditional forms of finance are straightforward and to a large degree appear to be based on the utilization of a cost advantage deriving from the fiscal system. In view of this, it might be expected that price would be a dominant marketing variable since the ‘product’ is relatively homogeneous, even though the industry structure is oligopolistic. This has been the case to a certain extent but policies of product differentiation and market segmentation have enabled firms to avoid some of the rigours of price competition. |
