Factors affecting consumer’s bargaining behavior: The case of fashionable clothing

Abstract

Shopping is one of the current trends of the Vietnamese. According to Nielsen’s research results about consumer confidence in the fourth quarter of 2017, more than half of Vietnamese people (51%) use their spare money to buy new clothes at modern business models such as supermarkets, shopping centers, or at very traditional models like street vendors and wet markets where haggling (also known as bargaining) is considered as a common habit for Vietnamese. This is due to business characteristics from a very long time ago in Vietnam.