Abstract
Economic theory has largely focused on the purely economic motive of haggling: to reach a better price, and a small body of research at the noneconomic. Even in the discussion of the noneconomic, which veers towards psychological ideas of motivations for haggling, I contend that there remains an angle unexplored: that the act of haggling itself provides economic utility to buyers. This idea generates the main hypothesis of the research: in certain markets, there are customers more likely to purchase a good they have haggled for to a certain price than a copy they have not haggled for, at the same price. In certain markets, therefore, one of the factors of the utility function of a good is the utility gained from haggling for it. The research aims to explore this idea from the economic perspective, develop a model and posit possible implications. Analysis is based on data collected from shopkeepers in Dhaka’s ‘Nilkhet’: from structured interviews with bookstore salesmen, and an FGD with apparel store owners which reside in markets prone to haggling. Based on the analysis, a new model on haggling has been developed that tries to explain the pricing in haggling markets. The data suggests that price in information asymmetric markets is set based not only on the bargaining power of producers (a la information asymmetry), but also on the set expectation that customers will haggle and seek haggled purchases. In these markets, utility from the act of bargaining is recognized and creates an additional buffer to the price. The price buffer adds to the previously ‘intended’ price, and is a mechanism by which market recognizes customers’ utility from haggling and charges them for it. It not only accounts for the noneconomic aspect to haggling but, in what ends up being one of the most unexpectedly powerful suggestions of the research, also factors in how shifts in consumer behavior could have resulted in such markets mostly disappearing from developed economies around the world