Putthiwanit, Chutinon and Ho, Shu-Hsun (2011): Buyer success and failure in bargaining and its consequences. Published in: Australian Journal of Business and Management Research , Vol. 1, No. 5 (10. September 2011): pp. 83-92.
This is the latest version of this item.
Download (341kB) | Preview
This study aims to investigate the process of buyers’ subsequent attitudes and subsequent actions and their relationships depended on the bargaining outcomes. Depth interviews were employed in order to explore the success, the failure, and the consequent actions in dyadic bargaining under the condition of one buyer and one seller. Ten international respondents were invited to be interviewed. Approximately one hour of each interview is taken, while English is the medium of the interviews. After the interviews, respondents were given five USD as an incentive. The results show that successful bargainers tended to be younger people and easterner, compared to unsuccessful bargainers who tended to be older people and westerner. When buying product in computer and vehicle category, it might provide higher chance in getting the discount, while buying product in garment category gave the partial tendency to win the bargain. Since garment seems to have fewer profit margins when compared to the other category like computer or vehicle, it thus is obligatory for the seller to avoid discounting this kind of product. During the interviews, author found that confident interviewees shared their successful bargaining experiences; whereas, interviewees with very calm and quiet attitude seemed to express about their unsuccessful bargaining stories. This research also provides insights of buyer as bargainer profoundly. It therefore helps the seller, especially in computer, garment, and vehicle industry, knows how to balance mutual-interest and maintain the strong relationship with customer.
|Item Type:||MPRA Paper|
|Original Title:||Buyer success and failure in bargaining and its consequences|
|Keywords:||Bargaining, Negotiation, Price, Buyer-seller relationship, Satisfaction, Dissatisfaction|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Chutinon Putthiwanit|
|Date Deposited:||21. Sep 2011 11:35|
|Last Modified:||16. Feb 2013 08:30|
Alserhan, B.B.A. (2009), “Propensity to bargain in marketing exchange situations: a comparative study”, European Journal of Marketing, Vol. 43 No. 3/4, pp. 350–63.
Angelmar, R. and Stern, L.W. (1978), “Development of a content analytic system for analysis of bargaining communication in marketing”, Journal of Marketing Research, Vol. 15 No. 1, pp. 93–102.
Antonides, G. (1991), “Psychological variables in negotiations”, Kyklos, Vol. 44 No. 3, pp. 347–62.
Benton, A.A. (1975), “Bargaining visibility and the attitudes and negotiation behavior of male and female group representative”, Journal of Personality, Vol. 43 No. 4, pp. 661–77.
Burns, G.N. and Bowling, N.A. (2010), “Dispositional approach to customer satisfaction and behavior”, Journal of Business and Psychology, Vol. 25 No. 1, pp. 99–107.
Cakravastia, A. and Nakamura, N. (2002), “Model for negotiating the price and due date for a single order with multiple suppliers in a make-to-order environment”, International Journal of Production Research, Vol. 40 No. 14, pp. 3425–3440.
Deutsch, M. (1961), “The face of bargaining”, Operations Research, Vol. 9 No. 6, pp. 886–97.
Dwyer, R.F. (1984), “Are two better than one? Bargaining behavior and outcomes in an asymmetrical power relationship”, Journal of Consumer Research, Vol. 11 No. 2, pp. 680–93.
Folkes, V.S. (1988), “Recent attribution research in consumer behavior: A review and new directions”, Journal of Consumer Research, Vol. 14 No. 4, pp. 548–65.
Giacomantonio, M., De Dreu, C.K.W., Shalvi, S., Sligte, D. and Leder, S. (2010), “Psychological distance boosts value-behavior correspondence in ultimatum bargaining and integrative negotiation”, Journal of Experiment Social Psychology, Vol. 46 No. 5, pp. 824–29.
Gómez-Mejía, L.R., Balkin, D.B. and Cardy, R.L. (2010), Managing Human Resources, Pearson Education, Upper Saddle River, NJ.
Gottlieb, M. and Healy, W.J. (1990), Making Deals: the Business of Negotiating, New York Institute of Finance, New York, NY.
Graham, J.L., Kim, D.K., Lin, C.Y. and Robinson, M. (1988), “Buyer-seller negotiations around the Pacific Rim: Differences in fundamental exchange processes”, Journal of Consumer Research, Vol. 15 No. 1, pp. 48–54.
Halstead, D. and Page, Jr., T.J. (1992), “The effect of satisfaction and complaining behavior on consumer repurchase intentions”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 5 No. 1, pp. 1–11.
Herrmann, G.M. (2004), “Haggling spoken here: Gender, class, and style in US garage sale bargaining”, Journal of Popular Culture, Vol. 38 No. 1, pp. 55–81.
Kwon, K.N., Schumann, D.W. and Fairhurst, A. (2010), “Consideration of an expected future deal in assessing the value of a present deal: Forward-looking bargain shopping”, Journal of Business Research, Vol. 63 No. 1, pp. 84–90.
Lee, D.Y. (2000), “Retail bargaining behavior of American and Chinese customers”, European Journal of Marketing, Vol. 34 No. 1/2, pp. 190–206.
Lindenberg, S. and Oppenheim, P. (1978), “The bargaining principle”, Synthese, Vol. 37 No. 3, pp. 387–412.
Mathews, H.L., Wilson, D.T. and Monoky Jr., J.F. (1972), “Bargaining behavior in a buyer-seller dyad”, Journal of Marketing Research, Vol. 9 No. 1, pp. 103–5.
Maxwell, S., Nye, P. and Maxwell, N. (2003), “The wrath of the fairness-primed negotiator when the reciprocity norm is violated”, Journal of Business Research, Vol. 56 No. 5, pp. 399–409.
Murnighan, J.K. (1992), Bargaining Games: a New Approach to Strategic Thinking in Negotiations, William Morrow, New York, NY.
Novemsky, N. and Schweitzer, M.E. (2004), “What makes negotiators happy? The differential effects of internal and external social comparisons on negotiator satisfaction”, Organizational Behavior and Human Decision Processes, Vol. 95 No. 2, pp. 186–97.
Patton, C. and Balakrishnan, P.V.S. (2010), “The impact of expectation of future negotiation interaction on bargaining processes and outcomes”, Journal of Business Research, Vol. 63 No. 8, pp. 809–16.
Richins, M.L. (1983), “Negative Word-Of-Mouth by dissatisfied consumers: A pilot study”, Journal of Marketing, Vol. 47 No. 1, pp. 68–78.
Schurr, P.H. and Ozanne, J.L. (1985), “Influences on exchange processes: Buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness”, Journal of Consumer Research, Vol. 11 No. 4, pp. 939–53.
Schneider, K.C., Rodgers, W.C. and Bristow, D.N. (1999), “Bargaining over the price of a product: Delightful anticipation or abject dread?”, Journal of Product & Brand Management, Vol. 8 No. 3, pp. 232–43.
Simonson, A. (1991), “Examining consumer losses and dissatisfaction due to broken sales and service agreements”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 4 No. 1, pp. 50–61.
Stroeker, N. and Antonides, G. (1997), “The process of reaching an agreement in second-hand markets for consumer durables”, Journal of Economic Psychology, Vol. 18 No. 4, pp. 341–67.
Stuhlmacher, A.F. and Citera, M. (2005), “Hostile behavior and profit in virtual negotiation: A meta-analysis”, Journal of Business and Psychology, Vol. 20 No. 1, pp. 69–93.
Swani, K. and Yoo, B. (2010), “Interactions between price and price deal”, Journal of Product & Brand Management, Vol. 19 No. 2, pp. 143–52.
White, S.B. and Neale, M.A. (1994), “The role of negotiator aspirations and settlement expectancies in bargaining outcomes”, Organizational Behavior and Human Decision Processes, Vol. 57 No. 2, pp. 303–17.
Available Versions of this Item
Buyer success and failure in bargaining and its consequences. (deposited UNSPECIFIED)
- Buyer success and failure in bargaining and its consequences. (deposited 21. Sep 2011 11:35) [Currently Displayed]