Understanding haggling behavior of consumers
What is it about?
Haggling for price is central to the buying behavior of consumers in countries like India, China and the middle east. We show that more than economic benefits, a haggling-prone customer is attracted to bargaining because the process of haggling is fun!
Why is it important?
Bargaining literature is sparse in marketing. Primarily because bargaining is not so prevalent in the western world. Our work provides important insights to managers and researchers into this important and almost omnipresent phenomenon that characterizes the eastern markets. We demonstrate how a deal-prone consumer is different from a bargaining-prone consumers based on certain important psychographic attributes like value consciousness, price mavenism, distinctiveness orientation and play orientation.
The following have contributed to this page: Dr Jagrook Dawra
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