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Thesis Final Report (long)

According to one retailer the process of sale begins

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According to one retailer the process of sale begins when the, ‘ Customer asks for a price, we quote a price which is negotiable so that we can agree on the price the customer is willing to pay as we know the customer will offer a price well below our quoted price, therefore we adopt this strategy’ (Retailer11, interview, February 27, 2011). 4.4.3 Outcomes of Haggling Every process has an outcome that is achieved when the process completes or ends. The outcomes of haggling are positive as well as negative, in regards to the customers as well as the retailers. The researchers carefully analyzed the responses by customers and retailers while re- affirming them with the observations. Following are some positive and negative outcomes that are concluded to occur when haggling is done. 45
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POSITIVE OUTCOMES Self Satisfaction Self satisfaction is important in the bargaining process. The in-depth customer and retailer interviews revealed that more than four-fifth of the customers bargain at the bazaars, which was verified by all of the retailers that the researchers interviewed. Also, almost all of the retailers confirmed that women tend to bargain more than men. One of the retailers said ‘80% women by nature have to bargain no matter what price you quote them, it’s in their nature and they can't be satisfied unless and until they know they have gotten a good bargain, so we have to deal with them accordingly. Even the men bargain but not as much as men are mostly in a hurry and do not spend much time on shopping” (Retailer 11, interview, February 27, 2011). Majority of the customers feel good about the purchase they have made, if they believe that they have gotten a good bargain. A female respondent commented on it by saying ‘I feel really good and I go home and tell everyone’ (Respondent 39, interview, February 20, 2011). Saving Money Another positive outcome with respect to customers is that it leads to savings. One respondent said, ‘I’m not elite and if I save some money on it I feel happy about it’ (Respondent 51, interview, February 20, 2011). Those customers who excel at haggling benefit the most as they are able to yield the highest savings from their purchases. One of the customers revealed ‘Well we start off at 50 percent and the vendor eventually gives us a discount of 20-25 percent. It also depends on the time. If you try to bargain in the morning it won’t be so effective whereas if you come around evening or night you might easily get a 50 percent off on the quoted price’ (Respondent 58, interview, February 27, 2011). Social Recognition As highlighted in the literature review, the research findings and analysis, social recognition is an important characteristic of the haggling process. It was discovered that family and peers have an impact on how individual react in a retail set-up. There have been numerous examples mentioned where respondents were concerned about their self image and how their peers react on their 46
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bargaining and shopping at Sunday Bazaar. However, this view is from the positive angle as
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