Every potential buyer wants to maximize his or her satisfaction at the possible minimal cost and therefore would be happy to know what factors would help him or her achieve that. The seller on the other wants profit maximization and would as a result take advantage of available factors that would enable him achieve that end.
The seller is interested at getting the buyer pay at the most favourable price offer. It is against this background that this research is considering a factor which the author feels has strong influence on sales; the mode of dressing of the buyer.
This research work is aimed at investigating dressing as a strategy of bargaining as it influences sales, so the buyer will be informed on how to use this factor to his or her advantages.
Table of Contents
1.1. INTRODUCTION
1.2. STATEMENT OF PROBLEM:
1.3 RESEARCH QUESTIONS:
1.4 AIMS/OBJECTIVES OF THE STUDY:
1.5 RELEVANCE OF THE STUDY:
1.6 SCOPE OF THE STUDY
2.1 INTRODUCTION:
2.2 THEORETICAL BACKGROUND
Affect control theory
Information pickup theory
2.2.1 MODELS OF CONSUMER BEHAVIOUR
Howard’s learning model
Diffusion of innovations model
Customer loyalty model
2.3 REVIEW OF RELEVANT LITERATURES
a. MOTIVATION
b. PSYCHOANALYTIC VIEWS
c. THE BEHAVIOURAL APPROACH
d. PRICING STRATEGY
2.3.1. EMPIRICAL EVIDENCE:
a. Muzafir’s conformity study:
b. ASCH’S CONFORMITY STUDY”
c. ROSENHAM’S SOCIAL PERCEPTION STUDY:
2.4. REVIEW OF CURRENT LITERATURES:
2.4.1 INFLUENCE OF DRESSING IN THE COURTROOM:
2.4.2 DRESSING AND JOB INTERVIEW:
2.4.3 DRESSING AND BARGAINING STYLES IN THE NIGERIA OPEN MARKET
2.5 HYPOTHESES:
2.6 OPERATIONAL DEFINATION OF TERMS:
3.1 INTRODUCTION;
3.2 DESIGN;
3.3 PARTICIPANTS;
3.4 INSTRUNMENT
3.5 SCORING OF INSTRUNMENTS;
3.6 PSYCHOMETRIC PROPERTIES;
3.7 PROCEDURE;
3.8 CHOICE OF STATISTICS;
4.1 INTRODUCTION
4.2 SAMPLES DESCRIPTION;
4.3 FACTOR ANALYSIS;
4.4 HYPOTTHESES TESTING
4.4.1 HYPOTHESIS 1:
4.4.2 HYPOTHESIS II:
4.4.3 HYPOTHESIS III
4.4.4 HYPOTHESIS IV
4.5 ITEM ANALYSIS
5.1 INTRODUCTION
5.2 LIMITATIONS OF STUDY:
5.3 SUMMARY AND CONCLUSSION:
5.4. RECOMMENDATION:
Research Objectives and Key Topics
This study aims to investigate the influence of a buyer's mode of dressing on bargaining outcomes and sales processes within open market settings. By analyzing the interplay between social perception, stereotypes, and economic behavior, the research seeks to determine if external appearance acts as a reliable cue for sellers to gauge a buyer's purchasing power and influence pricing strategies.
- The role of buyer's dress as a bargaining strategy.
- Impact of stereotypes on impression formation in sales.
- Correlation between physical attractiveness and price negotiations.
- Influence of socio-economic status on market interactions.
- The dynamics of pricing regimes in open market systems.
Excerpt from the Book
1.1. INTRODUCTION
Every potential buyer wants to maximize his or her satisfaction at the possible minimal cost and therefore would be happy to know what factors would help him or her achieve that. The seller on the other wants profit maximization and would as a result take advantage of available factors that would enable him achieve that end.
The seller is interested at getting the buyer pay at the most favourable price offer. It is against this background that this research is considering a factor which the author feels has strong influence on sales; the mode of dressing of the buyer.
This research work is aimed at investigating dressing as a strategy of bargaining as it influences sales, so the buyer will be informed on how to use this factor to his or her advantages. Investigation into this factor becomes necessary as we are daily engaged in buying or selling; we all (as buyers) negotiate price so as to get the best at the lowest possible price. And because of the elements of discrimination and stereotypes that seem to pervade the market scene, especially the processes of bargaining or pricing.
Has it ever occurred to you why two different people buy the same item from the same shop on the same day but at different prices? Don’t you think this is subject to other forces outside the generosity and kindness of the seller or the ability of the buyer to negotiate prices? A buyer who is well dressed (in neat and costly clothing) seems more often to be given a higher price for a product or item in the open market than someone who is poorly dressed (shabby clothing). Consequently the well-dressed buyer in most cases ends up paying more. What then is the reason? Does the way you dress predict your purchasing power; financial buoyancy? Or does the outcome depend completely on something else?
Summary of Chapters
1.1. INTRODUCTION: Provides the background and justification for the research, focusing on how a buyer's dressing influences sales and bargaining in the open market.
1.2. STATEMENT OF PROBLEM: Explores the market dynamics and the lack of research on how factors like dressing affect everyday price negotiations.
1.3 RESEARCH QUESTIONS: Outlines specific questions regarding the relationship between dress, physical attractiveness, and price bargaining outcomes.
1.4 AIMS/OBJECTIVES OF THE STUDY: Defines the research goals, including establishing correlations between dressing and negotiation outcomes.
1.5 RELEVANCE OF THE STUDY: Explains the importance of understanding how dressing impacts perceptions and bargaining in commercial transactions.
1.6 SCOPE OF THE STUDY: Specifies that the study is limited to the open market, excluding fixed-price retail stores.
2.1 INTRODUCTION: Analyzes the theoretical framework surrounding social perception and the influence of external factors on consumer behavior.
2.2 THEORETICAL BACKGROUND: Discusses affect control theory and information pickup theory as foundations for social perception in sales.
2.3 REVIEW OF RELEVANT LITERATURES: Covers motivation theories, psychoanalytic views, and behavioral approaches to understanding consumer choices.
2.4. REVIEW OF CURRENT LITERATURES: Examines how dressing influences impressions in specific contexts like courtrooms, interviews, and Nigeria's open market.
2.5 HYPOTHESES: States the null hypotheses to be tested regarding the influence of dressing and status on pricing.
2.6 OPERATIONAL DEFINATION OF TERMS: Defines key variables such as mode of dressing, bargaining strategy, and bargaining outcome.
3.1 INTRODUCTION;: Details the study's design, focusing on the experimental structure used for data collection.
3.2 DESIGN;: Explains the survey-based experimental design using visual stimuli to simulate bargaining scenarios.
3.3 PARTICIPANTS;: Describes the sample composition, including demographic distribution and participant selection.
3.4 INSTRUNMENT: Outlines the development of the questionnaire used to measure perceptions of dressing and pricing.
3.5 SCORING OF INSTRUNMENTS;: Explains the point-based scoring system used to quantify survey responses.
3.6 PSYCHOMETRIC PROPERTIES;: Reports the reliability coefficients of the research instrument.
3.7 PROCEDURE;: Describes the step-by-step administration of the questionnaires to participants.
3.8 CHOICE OF STATISTICS;: Mentions the use of correlation analysis and descriptive statistics for data evaluation.
4.1 INTRODUCTION: Summarizes the demographic and analytical findings of the study.
4.2 SAMPLES DESCRIPTION;: Provides statistical details regarding the participants' age, gender, and ethnic background.
4.3 FACTOR ANALYSIS;: Analyzes the validity of the questionnaire items through principal component analysis.
4.4 HYPOTTHESES TESTING: Presents the statistical results testing the four research hypotheses.
4.5 ITEM ANALYSIS: Reviews individual responses to specific survey questions concerning dressing and bargaining.
5.1 INTRODUCTION: Discusses the significance of social perception and cognition in evaluating consumer interactions.
5.2 LIMITATIONS OF STUDY;: Identifies potential weaknesses in the study, such as sample size and interpretation concerns.
5.3 SUMMARY AND CONCLUSSION:: Concludes the findings and suggests a framework for future research on impression formation.
5.4. RECOMMENDATION:: Recommends further research into the broader impact of prejudice and social perception on economic outcomes.
Keywords
Bargaining, Dressing, Impression Formation, Open Market, Price Negotiation, Sales Strategy, Social Perception, Stereotypes, Consumer Behavior, Socio-economic Status, Physical Attractiveness, Market Dynamics, Purchasing Power, Social Influence, Nigeria.
Frequently Asked Questions
What is the core subject of this research?
The research investigates how a buyer's mode of dressing and physical appearance influence bargaining outcomes and price negotiations in open market systems.
What are the primary themes of the study?
The central themes include social perception, impression formation, bargaining strategies, and how socio-economic status is inferred through appearance in retail environments.
What is the primary goal of the work?
The main objective is to establish whether a significant relationship exists between a buyer's mode of dressing and the final price negotiated in open market transactions.
Which scientific methods were utilized?
The research employed an experimental design using survey questionnaires, which included visual stimuli (pictures of individuals) to elicit participant responses regarding pricing decisions.
What topics are covered in the main section?
The main sections cover literature reviews on social psychology theories, models of consumer behavior, empirical evidence from previous studies, and detailed statistical analysis of survey data.
Which keywords define this work?
Key terms include Bargaining, Dressing, Impression Formation, Open Market, Price Negotiation, Sales Strategy, Social Perception, and Stereotypes.
How does the author define bargaining in this context?
Bargaining is defined as a social interaction involving the discussion of prices and terms, aimed at reaching an agreement that is satisfactory to both parties involved.
What role does physical attractiveness play according to the results?
The study concludes that physical attractiveness significantly influences sales outcomes, with physically attractive buyers often being quoted different prices compared to non-attractive buyers.
Are there regional differences in bargaining styles mentioned?
Yes, the study identifies distinct bargaining styles in Nigeria, specifically contrasting "Western," "Northern," and "Eastern" market practices.
- Arbeit zitieren
- Eineje Olonta Agebe (Autor:in), 2007, The Influence of Dressing and Bargaining Strategies on Sales Outcomes, München, GRIN Verlag, https://www.grin.com/document/211029
