Thesis Final Report (long)

Most people like to be independent while they are

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Unformatted text preview: Most people like to be independent while they are shopping and haggling at Sunday bazaar as it is a matter of their image. Like one respondent said ‘I prefer bargaining alone because I don’t like it when someone breaks into the conversation. It is a matter of image too’ (Respondent 42, Interview, February 20, 2011). People find it embarrassing to bargain in front of others because they think it affects their social status. In short they don’t want others to know that they negotiate for a couple of hundred rupees. Independence could also be interpreted in the way of decision making, that is, people who come to shop there alone and haggle they are their own decision makers, they have to decide then and there whether their buy is really worth it or not. They don’t have the option of taking a second opinion from anyone. There are instances when customers haggle with the intention of vengeance .i.e. desire to compete and win but end up not buying the item. It was observed in an observation that the seller was bargaining and reducing the price but the buyer wasn’t interested in buying that rug so she quoted such a less price that the buyer refused to sell. The seller quoted a high price but he was willing to reduce the price, but Rs 500 was too low for him so the sale didn’t take place (Observation 4, Observation, February 20, 2011). If we look at it from the retailer’s point of view then it was observed by the researchers that at times two buyers want the same thing and this is the time when the seller takes advantage of the situation. This results in less bargain and good profit margin for the seller. The seller doesn’t 31 indulge in bargaining and sells the product to the one who is paying a higher price (Observation 7, Observation, February 20, 2011). Another observation that was made by the researchers was that the sellers know the art of bargaining and they even threat the customer that if they don’t buy now then they will not get the same discounted deal afterwards (Observation 14, Observation, February 27, 2011). It was found that retailers have this habit of charging higher prices from women as compared to men so that they can compete with other sellers and not sell at a loss. As one retailer responded ‘The female customers bargain a lot more as compared to the male customers. So right from the beginning we tell them a higher price so that even after bargaining we are not at a loss’ (Retailer 9, Interview, February 27, 2011). 4.4.2 Factors Leading to Haggling Based on the findings derived from the customer and retailer interviews, the researchers have identified the following factors that influence the haggling process. The Individual • Demographic Factors o Age : It was found through customer interviews that age was an important contributor in the haggling process. It was believed by some respondents that older aged women tend to bargain more than anyone. ‘Women keep on bargaining, especially older women would spend hours bargaining over a single item’...
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Most people like to be independent while they are shopping...

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