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.