Propensity to bargain in marketing exchange situations:a comparative study

Abstract

Purpose

This study aims to investigate and compare the propensity of both Arab and Western customers to bargain in marketing exchange situations in the United Arab Emirates.

Design/methodology/approach

The Bargaining Propensity Scale (BPS) developed by Schneider et al. was administered, as part of a self‐administered questionnaire, to a sample of 100 Arab customers and 100 Western customers and their responses to the BPS items were analyzed.

Findings

Data analysis shows that both segments – Arab and Western customers – display an overall tendency to engage in bargaining activities, although with slightly different PBS distributions.

Research limitations/implications

The sample contained only 15 Arab women as it was very awkward for the male research assistant to talk to women in public places; very few women would risk being seen in public with strangers.

Originality/value

This study addresses an important marketing issue – the comparative behavior of customers. It is the first to do so in the region.

Citation

Bin Ahmad Alserhan, B. (2009), "Propensity to bargain in marketing exchange situations:a comparative study", European Journal of Marketing, Vol. 43 No. 3/4, pp. 350-363. https://doi.org/10.1108/03090560910935460