Thesis Final Report (long)

In another observation the retailer was not smart

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observation, February 27, 2011). In another observation, the retailer was not smart enough to identify the same opportunity when selling sunglasses for children. The buyer took charge of the situation and bought two sunglasses at a lower price (Observation 2, observation, February 6, 2011). o Gender : Gender was analyzed with reference to haggling and some interesting findings were brought forward. According to customer interviews, women tend to bargain more than men. Most men said that women bargain more because they can talk more and argue with the retailer as compared to men. According to one respondent, ‘ they are good at talking whereas men are more the silent type except for those who are in the field of marketing’ (Respondent 57, interview, February 20, 2011). Also according to other men, women love to shop and nag the retailer till they can get what they want ‘They shop more and bargain... shouts more and retailers get confused and give it to them’ (Respondent 41 interview, February 20, 2011). Women also showcase a determined attitude according to some male respondents. According to them, some women never give-up trying to convince the buyer to agree on their price and take ages to complete the transaction. ‘Females just know how to give... they can’t cut away from the retailer. They make a face at the retailer which pushes the retailer to raise the price and give them things expensive’ (Respondent 39, interview, February 20, 2011). According to one respondent retailer can sometimes end up selling at higher rates to women as with women he is looking for more profit while with males ‘they look for marginal profit not super profit’ (Respondent 48, interview, February 20, 2011). On the other hand, women believe that they have more market knowledge than men and are concerned about savings especially those who have to run the household budget. ‘They have all the burden of the household budget’ (Respondent 55, interview, February 27, 2011). According to one respondent ‘Men never bargain’ (Respondent 38, interview, February 20, 2011). In another finding, men were effective bargainers as they do not talk much and end up closing the sale 33
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with the retailer in lesser time. ‘Females quote really low prices for goods and don't end up closing the sale whereas with men they don't talk much’ (Respondent 36, interview, February 20, 2011). Also, men were said to have a ‘Better communication with the retailer’ (Respondent 32, interview, February 13, 2011). It was noted that men do much more effective bargaining as per the respondents because they have a straightforward attitude with the customer and value time over money ‘Males are better bargainers as females start crying for it. They go like “give it” and the retailer just gives in .... Males do proper bargaining’ (Respondent 42, interview, February 20, 2011).
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  • Fall '09
  • NEUGEBOREN
  • ........., Bargaining, Sunday Bazaar

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Christopher Reinemann
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