2015 | OriginalPaper | Chapter
Toward an Understaning of Customer Negotiation Behavior: A Structured Abstract
Authors : Yvette Holmes, Leff Bonney
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
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Nearly two centuries ago, negotiation was a common practice before department stores began setting fixed prices in the 1850s. After that time, asking for a deal seemed more like an embarrassing and demeaning act that suggested a customer could not afford to pay. Today, customers are reviving the age-old strategy of negotiation and retailers are willing to accommodate today’s highly price-conscious customer that is armed with information. This shift in thinking is the result of more customers accustomed to comparing prices and bargaining online. Consequently, there is a new frugality in consumer spending (Pew Research, 2010).