Thesis Final Report (long)

8 across the world the concept of bazaar or flea

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Across the world, the concept of bazaar or flea markets is very popular. The Grand Bazaar at Istanbul is full of vendors with variety goods for sale including rugs, antiques, jewelry and furniture (Wolfe 1963). According to Westfall and Boyd (1960), in India, the profile of people is totally different as compared to USA. They state that the products are being bought on a daily basis and Indian buyers tend to bargain that leads to a negotiation game between the buyer and seller. Kumar and Martin (2005) state that Gerrard India Bazaar (Toronto) is amongst the biggest Indian markets of North America and is also the most visited market there. They also claim that people in that market meet for the purpose of shopping, eating, socializing and watching movies. According to Bertacchini and Lamieri (1968), haggling prevails in Middle East also and prices over there are negotiated upon till a good deal is not made. It assists both negotiating parties to develop strong bonds which claim to be fruitful for both. The authors further state that winning the battle of negotiation used to be a matter of pride for the winning party as they were given a lot of respect in the society and became famous for handling people in the right way. 2.4.3 Pakistani Perspective Jehan Ara (2009) writes in her blog about Itwaar Bazaar, which is a Pakistani flea market. Previously, it was a huge ground with dust flying everywhere; stalls were covered with torn tents which were full of dust. She states that every Sunday, people used to drive to Itwaar Bazaar to do grocery shopping, buy books, fruits, vegetables, clothes and shoes. DHA (2009) states in its company website about the newly renovated DHA Bachat Bazaar that the bazaar provides a good outlet for people to do their grocery or buy household items. Ahmed (2010) explains in his article that the total area on which the new bazaar is spread out is 25.5 acres which is twice the size of what it previously was. Benches, food court and a children’s area has been constructed and a total of 1,850 stalls which have a wide variety of products to choose from. 2.5 Culture and Haggling Culture can have a great influence on the way people go about shopping in everyday life. In their study, Ackerman and Tellis (2001) examined whether culture plays an important part in shaping consumer behavior in relation to shopping and how it has impacted prices. They added that 9
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Chinese and Americans are different in the way they shop. Chinese consumers are more price sensitive and take more time to shop in comparison to Americans. They suggest that Americans are not likely to haggle while they shop, whereas Chinese are most likely to do so. Bellman (2007) points this out in an article about retailing champion Kishore Biyani of India and his chaos theory of retail serves as an eye opener; Mr. Biyani believes that in India, where traditional markets prevail, people are more lured towards chaotic markets that are messy with narrow lanes and where haggling is popular. Therefore, he has redesigned his supermarket stores to give a feel of the traditional markets in India. This shows that in order to be successful, a seller
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