Thesis Final Report (long)

When questioned as to why people bargain nearly half

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Unformatted text preview: When questioned as to why people bargain nearly half of them stated ‘overpriced goods’ as being the sole reason for the same. These pricing methods have dominated the bazaars to such an extent that majority of the shopkeepers and the customers believe it to be a ‘ part of our culture’ (Respondent 9, interview, February 6, 2011) and prefer it over paying a fixed price. ‘Its just a practice for people to bargain in bazaars, and basically its what they like about bazaars that the prices are not fixed and they can get a good bargain here’ (Retailer 12, interview, February 27, 2011). Some customers are so fond of haggling that they haggle for fruits and vegetables too even though the prices are fixed according to a weekly rate sheet. Promotion: Discounts are offered by many retailers based on how customers interact with them. ‘We are bound to bargain in a soft manner because only then will the retailer give us a discount’ (Respondent 4, interview, February 6, 2011). Supporting this view, a retailer adds ‘We offer discounts to those who are polite with us’ (Retailer 11, interview, February 27, 2011). Along with price reductions and bargaining, sellers also use promotional techniques to attract customers like ‘everything for Rs 10’ shop or simply a ‘Rs 10 shop’ as is the case of Observation 42 15, (observation, February 27, 2011) in which a buyer goes to a ‘Rs 50 shop’ and tries to bargain down prices however the seller refuses to do so as his promotional technique is to attract people to his shop stating that everything at his shop is at a cheap price of Rs50. Promotional activities like these tend to remain there for each and every customer and is normally not for a limited time period. On the other hand there are promotional activities which are spontaneous and are valid for a single customer while the transaction is in process. These promotions might not be there for the next customer at the shop. For example, sellers are willing to bring down prices to make a sale even before the customer asks them to as is the case of Observation 13 (observation, February 27, 2011) where the seller brings down his prices to nearly half of what he had quoted at the beginning (less than 2 minutes ago) even without the customer asking him to. They are also willing to bring down prices as a promotional activity if the customer buys in bulk as in the case of Observation 14 (observation, February 27, 2011), where the seller is willing to come down to Rs. 250 from Rs. 350 if the buyer purchases 4 bags. Through this promotional activity he was generating more sales. However, since the buyer wanted to buy just one bag, the seller told him Rs. 450 and the deal did not progress any further. It is not just the buyer always has to make a promotional stunt, in many cases the buyer expects promotions or ‘bargains’ as in the case of Observation 11 (observation, February 27, 2011) who expects the seller to bring down prices of a pair of socks from Rs. 35 to Rs. 25 as he is buying around 6 down prices of a pair of socks from Rs....
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When questioned as to why people bargain nearly half of...

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