Executive summary 'Can you do something about the price? - Exploring the Indian deal and bargaining-prone customer'

摘要

Small neighborhood outlets play a major part in India's total retail market. Such stores are referred to as "kirana" stores and are expected to drive much of the expected retail growth in the Indian market to 2020. Different researchers point out that marketers must be cognizant of this format and the customers it attracts to gain proper understanding of the retail context within India. For example, neighborhood stores will often pass on to the customer any benefits afforded to them by manufacturers. Such gestures appeal to the typical Indian consumer, who is driven by a desire to obtain value for money in their transactions. In addition to being attracted by deals, consumers also engage in haggling as a means to negotiate a favorable price.