Dawra, Jagrook; Katyal, Kanupriya; Gupta, Vipin - In: Journal of Consumer Marketing 32 (2015) 5, pp. 356-366
Purpose – The paper aims to study how deal- and bargaining-prone customers are different from each other. This paper brings out this difference based on psychographics encompassing values – consciousness, price mavenism and personality orientations – needed for special treatment...
