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Bargaining : a Consumer Need or Goal

In: Business and Management

Submitted By nagen069
Words 5194
Pages 21
Abstract
This paper aims to investigate the process of buyers’ attitudes and actions and their relationships depended on the bargaining outcomes. How people differentiate their attitude as per way of bargaining. What all attributes which affect most a consumer bargaining behaviour. The most insightful question which this paper tries to answer “Is bargaining a consumer need or goal?” We tried to identify the "Is bargaining depend upon any cultural or social cause?” Gender, age, lifestyle and many other attribute which can affect bargaining behaviour. Is Bargaining depends upon product specific like apparels, grocery items, durable goods, consumer goods, daily use products etc. We try to give bargaining with 360 degree view by help of seller as well as buyer also. This paper includes both explicit bargaining and the tacit kind in which adversaries watch and interpret each other's behaviour, each aware that his own actions are being interpreted and anticipated, each acting with a view to the expectations that he creates.
Introduction
"Bargaining power of both buyers and sellers," "bargaining strength of deal making," "bargaining skill adopted by different gender" suggest that the advantage goes to the powerful, the strong, or the skilful. Bargaining is an art which is somehow depend upon personal characteristics and attributes. Bargaining is not a game where only win or lose situation, it can be an intermediate also. Bargaining is one of essential marketing process which have transaction between buyer and seller. Bargaining is a core process of different marketing contexts. Bargaining occurs when negotiation happen between two parties. Bargaining has one most important objective for both the partners between buyer and seller is maximize its benefits by paying less cost. Every member in bargaining process tries to capture as much as his/her benefits. One of the

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