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Thesis Final Report (long)

Supporting this view a retailer adds we offer

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Supporting this view, a retailer adds ‘We offer discounts to those who are polite with us’ (Retailer 11, interview, February 27, 2011). Along with price reductions and bargaining, sellers also use promotional techniques to attract customers like ‘everything for Rs 10’ shop or simply a ‘Rs 10 shop’ as is the case of Observation 42
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15, (observation, February 27, 2011) in which a buyer goes to a ‘Rs 50 shop’ and tries to bargain down prices however the seller refuses to do so as his promotional technique is to attract people to his shop stating that everything at his shop is at a cheap price of Rs50. Promotional activities like these tend to remain there for each and every customer and is normally not for a limited time period. On the other hand there are promotional activities which are spontaneous and are valid for a single customer while the transaction is in process. These promotions might not be there for the next customer at the shop. For example, sellers are willing to bring down prices to make a sale even before the customer asks them to as is the case of Observation 13 (observation, February 27, 2011) where the seller brings down his prices to nearly half of what he had quoted at the beginning (less than 2 minutes ago) even without the customer asking him to. They are also willing to bring down prices as a promotional activity if the customer buys in bulk as in the case of Observation 14 (observation, February 27, 2011), where the seller is willing to come down to Rs. 250 from Rs. 350 if the buyer purchases 4 bags. Through this promotional activity he was generating more sales. However, since the buyer wanted to buy just one bag, the seller told him Rs. 450 and the deal did not progress any further. It is not just the buyer always has to make a promotional stunt, in many cases the buyer expects promotions or ‘bargains’ as in the case of Observation 11 (observation, February 27, 2011) who expects the seller to bring down prices of a pair of socks from Rs. 35 to Rs. 25 as he is buying around 6 pairs. As the seller was getting a good ‘bargain’ himself he agrees and the buyer ends up buying not 6 but 8 pairs. Physical Evidence: Situated near to the beach Sunday bazaar attracts a crowd from different towns with different demographics and psychographics as everyone has a holiday on Sunday. Realizing the vast opportunities that the bazaar would bring the authorities have renovated the bazaar with paved walkways and fiber shades to nearly twice its size with huge parking, washrooms and entertainment facilities including a huge food court. This renovation has attracted not only poor people but also that with hefty purses and thick wallets, which 43
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shows that bargaining here is not only done as a necessity but also for the purpose of entertainment. As the level of convenience has increased so has the number of people who visit the Sunday bazaar due to which not only more bargaining takes place but more retailers want to set up a stall. For the retailers the place has
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