How Good Are You at Getting a Lower Price? A Field Study of the US Automobile Market

Many large ticket items, such as cars and real estate, involve extensive bargaining on the part of consumers. From a consumer protection perspective, it is thus important to understand the determinants of bargaining outcomes and identify ways in which consumers can improve their bargaining performance. This research identifies several situational factors, including the information available to the consumer, the promotional environment, and a customer??s trade-in, that may have an impact on the bargaining outcome. A unique dataset is created from the US automobile market that combines actual vehicle transaction data with survey data on buyer search and bargaining behaviour. The results show that these situational variables indeed have an impact on the price a consumer pays. Specifically, on average, consumers who used the Internet and those that were offered a manufacturer rebate saved $481 and $2,126, respectively, while consumers who traded-in their old vehicle ended up paying $159 more on the new car compared to consumers who did not trade-in. Interestingly, the impact of some of these situational variables differed depending on the consumers?? ability to bargain and their enjoyment of bargaining. For example, high ability bargainers achieved more price reductions than low ability bargainers, given more information and a more active promotional environment, but this advantage did not extend in overcoming the negative impact of a trade-in. On the other hand, while buyers who enjoy bargaining do not possess a better position in a bargaining situation, they have greater tendency to search for price information and thus are better at identifying suppliers that offer a lower initial price. From a policy perspective, these results suggest that information search should be encouraged and made easier, particularly for consumers who dislike bargaining. Furthermore, even if some consumers have a high bargaining ability, there are still circumstances where their ability to get a lower price is limited. Education that highlights these pitfalls is likely to improve the final bargaining outcome and thus enhance consumer welfare.     

The impact of expectation of future negotiation interaction on bargaining processes and outcomes

This research conceptualizes and experimentally tests differences in pre-negotiation behavioral influences, negotiation processes, negotiation outcomes, and post-negotiation dispositions involving buyers and sellers negotiating under the expectation of future negotiation interaction (EFNI) versus no expectation of future interaction (Non-EFI). EFNI bargainers have lower aspiration levels, expect the negotiations will be friendlier, and predominantly use a problem-solving bargaining style compared to Non-EFI bargainers. Perforce, EFNI appears to have a strong moderating effect on satisfaction as Non-EFI bargainers' satisfaction is strongly predicated on their monetary outcomes (expectation-disconfirmation paradigm), while EFNI bargainers' satisfaction is not. Further, while EFNI negotiations take longer than Non-EFI negotiations, they also produce greater parity between buyers' and sellers' satisfaction, which leads to fewer bargainers being dissatisfied. Thus, compared to one-time negotiations, bargainers in EFNI contexts are more likely to be disposed to bargain again, to enter into negotiations with a harmonious disposition and seek solutions that benefit both parties.     

Resolving Impasses in e-Negotiation: Does e-Mediation Work?

In this article we evaluate the performance of an e-mediation system, referred to as VienNA, in an e-negotiation environment. A set of hypotheses drawn from the mediation and e-mediation literatures are explored. Bargaining processes, outcomes, and perceptions are compared for bargainers that have access to the VienNA system with those that do not have access during negotiation. Supporting several of the hypotheses, bargainers with access to the system were more flexible during the process, showed more concession reciprocation, sent more messages dealing with relationships and related sources of conflict, and were more satisfied with both the process and outcome. Early use of the system produced more flexible bargaining and better outcomes than later use, a finding that supports research on mediation in international conflicts. More balanced agreements occurred when bargainers consulted a form of advice known as fairness norms. Implications of these results for theory and practice are discussed along with suggestions for further research.     

A comparison of Japanese and American business negotiations

The determinants of the outcomes of business negotiations in two cultures are investigated in a laboratory experiment. The most important causal factor in Japanese negotiations was found to be the role (i.e., buyer or seller) of the negotiator. Japanese buyers consistently achieved higher bargaining solutions than Japanese sellers. The primary causal factor in negotiations between Americans was the information content of bargaining strategies. Americans to whom bargaining partners gave information more freely achieved higher bargaining solutions.     

Fallback Bargaining

Under fallback bargaining, bargainers begin by indicating their preference rankings over alternatives. They then fall back, in lockstep, to less and less preferred alternatives – starting with first choices, then adding second choices, and so on – until an alternative is found on which all bargainers agree. This common agreement, which becomes the outcome of the procedure, may be different if a decision rule other than unanimity is used. The outcome is always Pareto-optimal but need not be unique; if unanimity is used, it is at least middling in everybody's ranking. Fallback bargaining may not select a Condorcet alternative, or even the first choice of a majority of bargainers. However, it does maximize bargainers' minimum satisfaction. When bargainers are allowed to indicate impasse in their rankings – below which they would not descend because they prefer no agreement to any lower-level alternative – then impasse itself may become the outcome, foreclosing any agreement. The vulnerability of fallback bargaining to manipulation is analyzed in terms of both best responses and Nash equilibria. Although a bargainer can sometimes achieve a preferred outcome through an untruthful announcement, the risk of a mutually worst outcome in a Chicken-type game may well deter the bargainers from attempting to be exploitative, especially when information is incomplete. Fallback bargaining seems useful as a practicable procedure if a set of reasonable alternatives can be generated. It leapfrogs the give-and-take of conventional bargaining, which often bogs down in details, by finding a suitable settlement through the simultaneous consideration of all alternatives.     

Knowledge based resources, property based resources and supplier bargaining power in Hollywood motion picture projects

Supplier bargaining power is a factor that must be considered in resource based theories of dynamic capability. As competitors develop capabilities for dynamically changing resource configurations, they become more reliant on suppliers and allies. Because different types of supplier will have more or less bargaining power, some resource configurations will be more attractive to buyers. Hypotheses are developed and tested using data on star power, intellectual property, knowledge based resource quality, costs and revenues for 278 motion pictures released in the United States in 2000 and 2001. Suppliers appear to fully appropriate returns to knowledge and property based services, while buyers benefit from control of intellectual property and from the combination of intellectual property and talent behind the camera.     

Protocols for automated negotiations with buyer anonymity and seller reputations

In many Internet commerce applications buyers can easily achieve anonymity, limiting what a seller can learn about any buyer individually. However, because sellers need to keep a fixed web address, buyers can probe them repeatedly or pool their information about sellers with the information obtained by other buyers; hence, sellers' strategies become public knowledge. Under assumptions of buyer anonymity, publicly‐known seller strategies, and no negotiation transaction costs for buyers, we find that take‐it‐or‐leave‐it offers will yield at least as much seller profit as any attempt at price discrimination could yield. As we relax those assumptions, however, we find that sellers, and in some cases buyers as well, may benefit from a more general bargaining protocol. This revised version was published online in June 2006 with corrections to the Cover Date.     

A Comprehensive Framework Examining the Issues Involved in the Distribution Channel Integration Decision

Abstract

The extant literature offers two competing perspectives on vertical integration. The transaction cost perspective has focused on the transaction cost aspects of the vertical integration decision. This perspective recommends that firms should integrate when integration is the least cost option. The strategic perspective, however, claims to take a more comprehensive approach to the problem by considering the strategic objective of the firm, its bargaining power over the distributors, competitive pressures, and the life cycle phase of the industry. This paper attempts to incorporate the transaction cost and the strategic perspectives into a unified framework developed toward a more complete explanation of the underlying phenomenon. The framework was tested by examining the distribution channel choices of electronic component manufacturing firms. Structural equation modelling was used to test the hypotheses. The findings indicate that the strategic perspective does a better job of explaining vertical integration than the transaction cost perspective. The strategic objectives of the firm, its bargaining power over the distribution channel, competitive pressure, and certain aspects of the environment, emerged as the key factors affecting the vertical integration decisions.     

Friend or foe: Customer-supplier relationships and innovation

This study provides an empirical investigation of the impact of customer-supplier relationships on firm innovation in an interorganizational framework encompassing transaction cost economics, resource dependence theory, and the theory of incomplete contracts. Using a sample of U.S. firms for the period from 1980 to 2005, this study explores how customer concentration and customer bargaining power affect a supplier's process innovation and product innovation measured with R&D-to-assets ratio and patents (also citations), respectively. The findings imply that a concentrated customer base, which reflects a strong customer-supplier relationship as well as high switching costs, motivates suppliers to invest more in R&D and become more innovative. However, the evidence also suggests that strong customer bargaining power creates hold-up problems and forces suppliers to invest less in R&D and innovation. The results are robust to sophisticated econometric techniques that control for endogeneity and suggest heterogeneous effects of business partnerships on firm innovation.     

The bargaining power,value capture,and export performance of Vietnamese manufacturers in global value chains

This study examines the payoff of various initiatives taken by Vietnamese manufacturers to increase their bargaining power relative to global buyers and capture a larger share of the value generated in global value chains. The study focuses on functional upgrade initiatives (i.e., product development, after-sales services, distribution, and promotion) and negotiation process initiatives (i.e., market intelligence and improvement of negotiation skills). A structural equation modelling method is used to analyse the data collected in 2017 from 354 Vietnamese manufacturers inserted in global value chains. The study finds that all initiatives, except after-sales services, significantly strengthen the manufacturers' bargaining power, which, in turn, enhances their export performance.     

Inquiry and Review of Dependence in Marketing Channels: An Economics of Exchange Approach

This article extends the economics of exchange for bilateral monopolists to more general situations in marketing channels, that is, exchange between two members with alternatives, by incorporating insights drawn from power-dependence theory, interdependence theory, and the concept of switching cost. It proposes a framework of three factors of channel dependence and reviews the literature on the operationalizations of channel dependence based on the framework. This study concludes that the approaches used by channels researchers, explicitly or implicitly, more or less, capture the three factors of channel dependence. It also notices weaknesses in some approaches, including missing important aspects of a factor, possibilities of inflating or deflating channel dependence, and falling short of being a one-dimensional construct. The article finally draws conclusions and reports implications from the findings of this inquiry and literature review.     

Consumer attitudes and loyalty towards private brands

Private or store brands improve the efficiency of consumer decision making by offering equivalent quality products at lower prices. The present study evaluated consumer attitudes towards private brands with the goal of understanding their appeal in order to enhance efforts to convince more consumers to buy them. We used three samples (ns = 279, 245 and 305) of US consumers to compare attitudes of buyers of private and national brands in three product categories: orange juice, cereal and bottled water. The results show that private label buyers (23% of orange juice, 6.5% of cereal and 14% of bottled water buyers) consider brands themselves to be less important and private brands to offer better performance than do national brand buyers. When asked about specific brands, national brand buyers tended to be price insensitive towards national brands, and private label buyers price insensitive towards store brands. In addition, the national brand buyers saw some of the national brands to be more relevant to their lifestyles and needs, but the private label buyers saw the private labels the same way. Being relevant to consumers' lives appears to influence brand selection. Besides touting lower prices, private brand promotions might stress the equivalent performance of private labels and create promotions showing how these brands can be relevant to consumers' lifestyles and needs.     

Bargaining power and information in SME lending

Small- and medium-sized enterprises (SMEs) are informationally opaque and bank dependent. In SME lending, banks largely rely on soft information, because the scale and scope of hard information are limited. We analyze whether and how hard and soft information affects the borrower??s bargaining power vis-à-vis its bank. We use the fact that, for a given credit rating, certain borrowers obtain better loan terms than others to define measures of relative bargaining power. Using SME loan data from the USA and Germany, we find that more favorable soft information (management skills and character) increases borrower bargaining power. We also show that more favorable soft than hard information improves borrower bargaining power. The results are not driven by manipulation or statistical limitations of the credit ratings. Our study suggests that soft information represents an important and direct determinant of borrower bargaining power, affecting the outcomes of the loan contracting process.     

Dependence concentration and fairness perceptions in asymmetric supplier–buyer relationships

The purpose of this research is to investigate how a supplier manages its relationships with multiple buyers in a market structure of imbalanced power to achieve market success. Drawing on resource dependence theory and social exchange theory, we argue that dependence concentration (the degree of revenue concentration of a supplier’s multiple buyers) and fairness perceptions (distributive and procedural fairness) work together to impact a supplier’s market performance. The authors develop a structural model and empirically test how dependence concentration and fairness perceptions impact supplier performance with survey responses from 92 suppliers in the food supply industry. The findings show that a balanced set of dependence relationships governed by fair business policies and procedures leads to strong and effective relationships; and effective relationships with multiple buyers, rather than with any specific buyer, impact sales and profit growth in a market structure of imbalanced power.     

Retailer-buyer supplier relationships: The Japanese difference

The purpose of this study, which draws data from a national survey of Japanese retail buyers, is to provide insight into how culture influences channel relationships and to suggest how non-Japanese partners can facilitate long-term relationships. Results indicate that Japanese retailer long-term orientation with a supplier is an antecedent to trust, economic dependence and satisfaction with the supplier rather than an outcome of these constructs. This study implies that Japanese retailers are expected to look out for the best interests of their partners, rather than continuously seek new partners, and, further, partners learn to negotiate differences rather than seek dissolution of the relationship.     

Rethinking Catalogue and Online B2B Buyer Channel Preferences in the Education Supplies Market

The purpose of this study is to better understand B2B paper-based catalogue and online buying channel determinants in the education supplies sector by identifying factors that are critical in determining buyer channel preferences. A conceptual model was developed and empirically tested using self-report survey data from 316 B2B New Zealand educational institutions and analyzed with Hayes PROCESS macro (SPSS). The findings indicate that catalogue is the preferred channel for B2B educational buyers. The most important determinant of channel preference is channel experience. The catalogue and online channels appear to be less substitutable in B2B markets then proposed by B2C market studies. Structural assurance (trust, security, safeguards, and robustness) is a significant predictor of general channel satisfaction, and online channel preference, but not catalogue channel preference. The study results benefit practitioners in the development and implementation of channel strategies by providing a better understanding of the factors that determine online and catalogue channel preference in B2B markets. This study is the first to empirically demonstrate the influence and importance of structural assurance in catalogue channels, while channel experience supported by structural assurance significantly influences online channel choice. These findings indicate that determinants of channel preference found in B2C studies cannot be uncritically transferred to the B2B domain. The research also suggests that existing B2B channel adoption and preference drivers are different from B2C, and B2C research is not necessarily applicable in the B2B context.     

Optimal tariffs on exhaustible resources

We characterize the Markov perfect equilibria of two games in which oligopsonistic importers of an exhaustible resource confront competitive suppliers who have rational expectations. The games differ only in the timing of moves, or the speed with which participants can adjust their plans. The optimal tariff when sellers move first (are less flexible) differs considerably from that in which buyers move first, and sellers retain more control over intertemporal arbitrage opportunities. If the initial stock is small, buyers suffer a disadvantage from being the first-mover; this is reversed if the stock is large.     

Buying behaviour of rural and urban consumers in India: the impact of packaging

This study aims to establish whether the residential background of consumers has a varying influence on their buying decisions. A survey of 1090 urban and rural respondents was carried out of which 523 were rural and 567 were urban. The gathered data were analysed by applying counts, percentages, means, and analysis of variance. Rural residents found that packaging is more helpful in buying, that better packaging contains a better product and that they are more influenced by the ease of storing a package than their urban counterparts. Ease of carriage, package weight, simplicity, transparency and similarity of packaging have comparatively less impact on purchase decisions of rural consumers than urban ones. However, rural consumers are more critical about packaging as they strongly consider that it contributes to misleading buyers and is also an environmental hazard.