Thesis Final Report (long)

Majority of the people who come to shop at sunday

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Majority of the people who come to shop at Sunday Bazaar said that they don’t have a predefined shopping list of what they are going to purchase. Moreover, forty percent of our respondents claimed that they don’t set a budget before coming to Sunday bazaar because they buy whatever they like. However, around sixteen percent of the respondents said that they do set a budget and usually go over budget. Impulse buying and tendency to over spend the pre-set budget was a common finding. When asked why the respondents prefer coming to this bazaar in comparison to other malls and shopping centres, the response was that bazaars have flexible prices. According to them haggling was a part of bazaar culture. Around sixty percent of our respondents agreed to the viewpoint that bargaining is a part and parcel of bazaars like Sunday bazaar. A good majority also claimed that it is necessary to bargain since the retailers hike up the prices, and those who do not bargain end up paying inflated prices. Therefore, they believed that it was in the best interest of the customers to bargain. According to them, the retailers expect haggling and quote higher prices initially in order to recover their cost with a good amount of mark up. When asked as to which other markets they go for shopping, majority of the respondents said that they go to places like Forum, Park Towers, Zamzama and a few of them also shop from Tariq Road, Dolmen Mall and Millenium Mall. Out of which half of the respondents said they bargain in those markets also. The main reason highlighted by some respondents was that that haggling was said to be a part of their nature, like one respondent said ‘it’s in the blood of Pakistani people’ (Respondent 4, Interview, February 6, 2011). The main reason of not haggling in such markets was that these places have fixed prices. 19
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When asked as to how much one should bargain on a specific item, a good majority revealed that they would start off from half the price quoted by the retailer, with a lesser majority of the respondents claiming they start off from one-fourth the price quoted by the retailer. Each individual customer has a different and unique way of bargaining with the retailer, majority of them do it in a soft way while very few bargain in a harsh way. It’s quite evident as to which one is more successful and which is not. When exploring about the process of bargaining that one adapts to, a mixture of responses were given to the researchers. Some respondents said that they would be really polite with the retailer and get a good deal in return. However, a few respondents believed that a stern attitude could also be adopted in order to get a good bargain. Upon researching the qualities of a good bargaining, the common ones came out to be that the bargainer should be polite, confident, has good market knowledge, one who builds long term relationships and know when to strike a deal. Also, some women respondents said that good bargainers would be people who are responsible for the household budget and are keen on saving.
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