The Role of Haggling in Marketing: An Examination of Buyer Behavior

Abstract

Examines the marketing function performed by haggling in both price setting and providing price information to customers who do not read and write. Considers the process of haggling and how it can replace promotion as a marketing mix. Concludes that the success of firms in a haggling‐oriented culture depends on: type of product, the way goods are sold as well as the market they are sold into, and the channels of distribution the firm uses to sell its products.

Citation

Wossen Kassaye, W. (1990), "The Role of Haggling in Marketing: An Examination of Buyer Behavior", Journal of Consumer Marketing, Vol. 7 No. 4, pp. 53-62. https://doi.org/10.1108/EUM0000000002589