EFFECTS OF PRICE HAGGLING STRATEGY ON CONSUMERS' DECISION MAKING IN SELECTED TRADITIONAL MARKETS IN IBADAN, OYO STATE

📄 Project Abstract

The consumers have varied influences that affect their buying decisions and among these are the pricing tactics and strategies of the marketing firm. Most consumers are utility maximizes; many of them always look for value-to-cost when they make buying decision. In some situations, consumers extensively involve in haggling in order to justify economic value to their purchase. The traditional open native/localmarket structure which differs from the conventional markets, departmental stores, etc. encourages haggling in all traditional market settings in Africa and Nigeria in particular. Haggling is a common feature in these markets as consumers use it to assert their rights to bargain and participate fully in the selling process. Haggling usually occurs in markets and major open markets especially in consumer buying situations where core-value purchases are involved, even Ogi or Akamu which is not high value purchase also attract haggling. This determines the final price agreed between ...