Thesis Final Report (long)

‘females quote really low prices for goods and

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Unformatted text preview: ‘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). According to the retailer findings, almost all retailers said that women bargained more than men. ‘ It is women that try to act smart. They argue too much’ (Retailer 6, interview, February 27, 2011). According to them this behavior was habitual and part of their nature. ‘It’s in their nature to bargain. They are not happy if they buy something without bargaining’ (Retailer 9, interview, February 27, 2011). Another reason why women were said to bargain more was because of their concern to save more as compared to men because women have the responsibility of handling the household expenditure. According to one such retailer, ‘It is 10% for Men and 90% for women who is concerned to save. This is because she has to run the whole household budget’ (Retailer 1, interview, February 27, 2011). o Income Level : Income has an effect on bargaining behavior. This is supported by many instances where customers were inclined to save because of the exorbitant prices as well as budget constraints. According to one customer, ‘There is always a “mindset” that I won’t spend more than a certain amount’ (Respondent 41, interview, February 20, 2011). A retailer also agrees to the view and says that ‘it is the costliness’ (Retailer 8, interview, February 27, 2011), that makes people bargain in such markets. Also, such bazaars cater to a diversified segment of people and from various income backgrounds. The middle class are inclined to save more while the upper class is willing to buy a product at whatever price the retailer quote that justify the worth of the item. ‘Middle class people are coming here from Korangi and 34 Lalokhet, Lyari, Nazimabad, Gulshan and they have this habit that they won’t buy anything without bargaining. The well-educated class feels bad as he says that he understand the price of a certain item and says take this money and give me the product’ (Retailer 1, interview, February 27, 2011). o Religion and Culture : Religion was another factor that could dominate the sale process according to the findings of the research. One retailer was insistent on the fact that he was not biased but would lower rates if the other person was a Muslim ‘It is our religion and we are Muslims. It is our belief that matters in which we are all equal. I am not biased. I lower Rs. 50-100, offer cold drinks and tea to my customers’ equal....
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‘Females quote really low prices for goods and don't end...

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