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40 • market factors o seven ps of services

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Unformatted text preview: 40 • Market Factors: o Seven Ps of Services Marketing (Zeithaml et al. n.d.) Product: The primary reason so many people visit Sunday bazaar is because they believe that there is a large variety and huge quantity of items available under one roof. ‘I get all items under one roof with a lot of variety from fruits to vegetables to household items’ (Respondent 5, interview, February 6, 2011). For people with fixed budgets or busy schedules Sunday market is a shopping haven. Due to the different categories and vast range of products, the customer comes here for a one stop shopping experience. Bargaining or negotiation takes place for almost each and every product category. This gives an edge to the retailer over the customer because he might not know how important a product is to a customer but he knows that what he sells, there is a greater chance that the product might not be available in the market and therefore he can charge a premium to it. This case is more common in the second hand goods market than the brand new. According to one customer ‘kind of imported products we get here, we don’t get elsewhere although they are used, but in very good condition and are durable’ (Respondent 8, interview, February 6, 2011). Also Sunday bazaar provides a ‘window shopping’ experience as you never know what you would find. Nearly half of the respondents stated that they do not come to Sunday bazaar to buy a particular product, however they come to browse and buy whatever they find to their liking. This is because that you cannot put a stop to the different kinds of products that you might come across are not there for a permanent basis, neither do they have price tags. They are kept for the sole purpose of being sold at a bargain. Place: The location of the bazaar is quite extraordinary in the sense that it is situated in the middle of the undeveloped region of the most developed area of Karachi i.e. D.H.A. Being an open air market it has become a source of 41 entertainment for the customers and shoppers and has become a bargaining hub for people from all walks of life. Price: Pricing plays a huge role in haggling. Most of the retailers have a ‘no fixed price policy’ and every customer is quoted different prices according to how the shopkeeper perceives the customer and how important the product is for the customer. As there is no fixed price at most of the shops haggling has become a norm and both the retailers as well as the customers expect negotiation to take place as quoted by one retailer. ‘To lower prices is inherent in Pakistanis’ (Retailer 3, interview, February 27, 2011). This pricing technique leaves at most times both the buyer and the seller content with their sale/purchase feeling a sense of achievement. According to one retailer ‘pricing is an art that a retailer has to assess who his customer is and judge him. Being a salesman isn’t easy’ (Retailer 1, interview, February 27, 2011). When questioned as to why people bargain 1, interview, February 27, 2011)....
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40 • Market Factors o Seven Ps of Services...

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