Propensity to bargain in marketing exchange situations: A comparative study

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.