Thesis Final Report (long)

28 social acceptance is another motive that leads to

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Unformatted text preview: 28 Social acceptance is another motive that leads to haggling at Sunday bazaar because customers claim to buy imported brands from here but would never reveal in their social gatherings that they bought it from Sunday bazaar at one third of the price. As a consequence, they earn a lot of fame in their gatherings for wearing such expensive brands that not everyone can afford to wear. According to one respondent, ‘I don’t like to admit that I buy stuff from Sunday market’ (Respondent 3, interview, February 6, 2011). However, some respondents feel proud to shop at such bazaars as one respondent quotes, ‘If someone asks me where I got it from then I do tell them proudly, I’m not embarrassed about it’ (Respondent 13, interview, February 6, 2011). Another motive that encourages customers to haggle is power. By power it is meant that the customer has the authority to walk away from a certain retailer if he doesn’t agree upon the price that is being quoted by the customer. The reason due to which the customer has so much power is because in a bazaar like setting, there are ample of stalls that are offering the same products. So if one retailer doesn’t agree to the quoted price, the customer will walk over to the next one so on and so forth. As one respondent shared his experience ‘ I’ll start talking to him, butter him up and then ask him to give me the shirt at the price I want. I give like 2-4 minutes to him and if he isn’t listening I move on. I won’t stick with him and keep buttering him unlike my cousins who spend a lot of time at a single vendor and make a good relationship with him. That is not my attitude; I don’t tend to keep a relationship with the retailer ’ (Respondent 49, Interview, February 20, 2011) . Looking at the same motive of haggling from the view point of the retailer, it was observed that the shopkeeper always has a bargaining margin in their quoted price and they are ready to bargain with the customers, to a certain extent. After that they simply refuse to bargain and they don’t take interest to sell the product to that particular customer as they know that there are others willing to buy their product (Observation 8, observation, February 20, 2011) Sense of achievement is a motive that has been addressed by almost all of the respondents as they claim that the feeling of achievement that one gains after a successful bargain is just immense. Customers feel proud after striking a good deal from a certain retailer as they know that an x amount of money is saved and they can buy another item with that money. A female 29 shared her views about the feeling as follows: ‘ Oh that feeling of achievement for a woman is marvelous!! ’ (Respondent 6, Interview, February 6, 2011). Another respondent, when asked about the feeling of achievement, said on his wife’s behalf ‘ My wife keeps repeating the whole day how much money she saved ’ (Respondent 8, Interview, February 6, 2011). The same sense of achievement has another side to it also, this side is of a couple of respondents who actually...
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28 Social acceptance is another motive that leads to...

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