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This study aims to examine the difference in bargaining behavior between men and women. The relationship between bargaining behavior and bargaining outcome and between product expertise and bargaining outcome were also studied. Convenient sampling was used in combination with self-administered questionnaires to obtain a sample of 80 consumers. Only respondents which are 20 years or older and citizens of Thailand were considered and the survey took place in December 2011 and January 2012. An independent sample mean t-test and multiple regression analysis were used to analyze the data. The result of the study revealed that women tend to get discounts on products than men and bargaining behavior influences the bargaining outcome while product expertise does not. Ergo, no matter whether buyers have high or low product expertise on a product they intend to buy, they have an equal chance to get or not to get a lower price for the product resulting from price bargaining. This current research expands these concepts and calls the attention from buyers to realize their bargaining behavior.
Introduction
Bargaining between a buyer and a seller is an essential part of the marketing process (Graham et al. 1988). It is considered to be the core of interactions within a number of marketing contexts (Angelmar and Stem 1978). Bargaining occurs when there is negotiation between two parties. Its task is engaged with cycles of offer and counter-offer (Schurr and Ozanne 1985). Through this bargaining relationship, as long as an agreement is still not reached, the bargaining between two parties will continue. Kwon et al. (2010) mentioned that seeking a discount is a necessary aspect of shopping behavior, and bargaining from a business aspect must deal with the marketing transaction between sellers and buyers. Such bargaining mainly relates to monetary factors, but also includes concerns about the process known as tangible product exchange. For consumers, buying behavior can take place publicly, socially, or interactively (Johnston and Bonoma 1984). Negotiation is a necessary communication process that is invigorating. Bargaining, as a part of that negotiation process, can be defined from many aspects. For example, the study by Benton (1975) investigated the effects of constituent bargaining in intergroup negotiations. Gómez-Mejía et al. (2010) explained the concept of collective bargaining by stressing that the...