Thesis Final Report (long)

According to the retailer findings almost all

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According to the retailer findings, almost all retailers said that women bargained more than men. ‘ It is women that try to act smart. They argue too much’ (Retailer 6, interview, February 27, 2011). According to them this behavior was habitual and part of their nature. ‘It’s in their nature to bargain. They are not happy if they buy something without bargaining’ (Retailer 9, interview, February 27, 2011). Another reason why women were said to bargain more was because of their concern to save more as compared to men because women have the responsibility of handling the household expenditure. According to one such retailer, ‘It is 10% for Men and 90% for women who is concerned to save. This is because she has to run the whole household budget’ (Retailer 1, interview, February 27, 2011). o Income Level : Income has an effect on bargaining behavior. This is supported by many instances where customers were inclined to save because of the exorbitant prices as well as budget constraints. According to one customer, ‘There is always a “mindset” that I won’t spend more than a certain amount’ (Respondent 41, interview, February 20, 2011). A retailer also agrees to the view and says that ‘it is the costliness’ (Retailer 8, interview, February 27, 2011), that makes people bargain in such markets. Also, such bazaars cater to a diversified segment of people and from various income backgrounds. The middle class are inclined to save more while the upper class is willing to buy a product at whatever price the retailer quote that justify the worth of the item. ‘Middle class people are coming here from Korangi and 34
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Lalokhet, Lyari, Nazimabad, Gulshan and they have this habit that they won’t buy anything without bargaining. The well-educated class feels bad as he says that he understand the price of a certain item and says take this money and give me the product’ (Retailer 1, interview, February 27, 2011). o Religion and Culture : Religion was another factor that could dominate the sale process according to the findings of the research. One retailer was insistent on the fact that he was not biased but would lower rates if the other person was a Muslim ‘It is our religion and we are Muslims. It is our belief that matters in which we are all equal. I am not biased. I lower Rs. 50-100, offer cold drinks and tea to my customers’ (Retailer 3, interview, February 27, 2011). When it comes to culture, some customers believed that bazaar and bargaining was part of our culture. According to one such respondent the retailers quote him lower prices because he was fair and looked like he was from the northern areas of Pakistan, where the retailers themselves belonged to. ‘Some usually confuse me to be a Pathan’ (Respondent 47, interview, February 20, 2011). One retailer believed that language and same cultural background plays an important role in the negotiation process.
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  • Fall '09
  • NEUGEBOREN
  • ........., Bargaining, Sunday Bazaar

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