Propensity to bargain in marketing exchange situations: A comparative study

Bakr Bin Ahmad Alserhan

    Research output: Contribution to journalArticlepeer-review

    3 Citations (Scopus)


    Purpose: This study aims to investigate and compare the propensity of both Arab and Western customers to bargain in marketing exchange situations in the United Arab Emirates. Design/methodology/approach: The Bargaining Propensity Scale (BPS) developed by Schneider et al. was administered, as part of a self-administered questionnaire, to a sample of 100 Arab customers and 100 Western customers and their responses to the BPS items were analyzed. Findings: Data analysis shows that both segments - Arab and Western customers - display an overall tendency to engage in bargaining activities, although with slightly different PBS distributions. Research limitations/implications: The sample contained only 15 Arab women as it was very awkward for the male research assistant to talk to women in public places; very few women would risk being seen in public with strangers. Originality/value: This study addresses an important marketing issue - the comparative behavior of customers. It is the first to do so in the region.

    Original languageEnglish
    Pages (from-to)350-363
    Number of pages14
    JournalEuropean Journal of Marketing
    Issue number3-4
    Publication statusPublished - 2009


    • Customers
    • Negotiating
    • Pricing
    • United Arab Emirates
    • Western hemisphere

    ASJC Scopus subject areas

    • Marketing


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