Thesis Final Report (long)

37 • psychological factors o attitude and beliefs

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Unformatted text preview: 37 • Psychological Factors o Attitude and Beliefs : Over the years, various attitude and beliefs have been formed about shopping at open air retail markets, that is, bazaars. In this study, the researchers were able to analyze various attitudes that people had towards the bazaar. One such respondent while talking about his wife said, ‘She gets it down to 50% because that’s the norm here. Whatever the shopkeeper quotes to you, you have to cut the price by 50%’ (Respondent 8, interview, February 6, 2011). Ethnicity has also been an area where attitudes of customers have formed because retailers have now been generalized as ‘Pathans’. Respondent 49 (interview, February 20, 2011) said, ‘The ‘pathans’ have become more intelligent. They now have an idea that a particular product has such and such value in the market.’ Also, gender biases, based on respondents and retailer interviews, were clearly seen through the research and explained descriptively in the demographics section of the report, on who bargains more. o Motivation : The motives of haggling have been defined descriptively in the “Motives of Haggling” section of the report. • Social Factors o Reference Groups and Social Interaction : Social groups tend to have an influence over the way people haggle or tell others that they haggle. Some people are confident when it comes to telling people that they have bought a certain item through bargaining from Sunday Bazaar. ‘I don’t have that thing in me that I say that I’ve bought an item from Millennium Mall when I’ve actually bought it from Sunday Bazaar. I don’t have this complex in me. If I’ve bought a second-hand shoe from here, then what’s wrong with that?’ (Respondent 55, interview, February 27, 2011). If a person gets appreciated for the efforts that he put in to bargain for a certain item then he would feel a sense of achievement and would be said to have a good 38 knowledge of the skill. Opinion leaders play an important role when it comes to influencing others. ‘My wife is very famous amongst her social circle because of her bargaining skills’ (Respondent 8, interview, February 6, 2011). Aspirational groups, such as celebrities, also turn up at Sunday bazaar and play an important role in shaping behaviors of people. According to one retailer ‘I have a lot of repeat customers even celebrities like Bushra Ansari, Maria Wasti etc come to me a lot’ (Retailer 11, interview, February 27, 2011). 4.4.2.2 Other Influencing Factors • Economic Factors: Economic conditions of a country have a great impact on how people spend. According to Paul (n.d.) the businesses depend on the state of the economy of a country. He adds that in order to be successful, businesses should try to predict how the economy will move in order to survive economic changes. As shown in the research finding above, there were many respondents who were inclined to save due to the economy conditions of Pakistan....
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37 • Psychological Factors o Attitude and Beliefs Over...

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