Thesis Final Report (long)

O personality when it came to haggling most customers

Info icon This preview shows pages 46–49. Sign up to view the full content.

View Full Document Right Arrow Icon
o Personality : When it came to haggling, most customers said that they would interact with the retailers in a soft manner in order to achieve a good bargain. This was because they believed that building a good reputation and relationship was an important point in the bargaining process. One retailer says ‘If a person speaks to me 36
Image of page 46

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
nicely I will cater him but if it is otherwise I will not waste my time and wait for next person and will not negotiate with him further’ (Retailer 1, interview, February 27, 2011). However some customers said that they would talk nicely to an extent and would not continue if the retailer is not interested. ‘I start off in a soft way, if he doesn’t agree then become a bit harsh, even then if he doesn’t agree, I quote my final price and then walk off if he’s not interested to sell’ (Respondent 11, interview, February 6, 2011). Another finding was that a lot of people came with friends and family but few of them liked to shop or bargain alone. ‘I prefer bargaining alone because I don’t like it when someone breaks into the conversation’ (Respondent 42, interview, February 20, 2011). o Self Concept : Most customers believed themselves to be a good bargainer. According to them this was because they were experienced shoppers and had knowledge of the market. The qualities of a good bargainer that were highlighted by the respondents included being humble and confident throughout the transaction process. ‘First of all he should have the confidence. He shouldn’t waste time. Whatever you like you should negotiate with the retailer’ (Respondent 41, interview, February 20, 2011). Also one should have the knowledge and an eagerness to save. ‘A good bargainer would be a person who has the load of his/her household and has the responsibility of his/her household and have this sense that this money is mine and I need to save it where I can’ (Respondent 55, interview, February 27, 2011). A retailer summarizes what it takes to be a good bargainer. A good bargainer knows the actual worth of the item because he/she has surveyed the market and will not pay more for an item which is not worth that much money, and they also know how much the retailer will bring down his price so they make an offer accordingly, they don't make stupid offers that would force the retailer to ask them to leave’ (Retailer 12, interview, February 27, 2011). 37
Image of page 47
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
Image of page 48

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 49
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern