Antecedents of Customer Bargain Satisfaction In Informal Retail Markets: Insights from Street Shoppers in Lagos, Nigeria

Abstract

This study aims to expand the understanding of customer satisfaction by looking at the factors that explain the under-investigated dimension of customer bargain satisfaction in informal retail markets. The study adopted an exploratory sequential approach by conducting two focus group discussions and administering a cross-sectional survey of 1012 shoppers in Lagos, Nigeria. Factors such as product scarcity, product quality, customer identification with retailers, repurchase frequency, perception of the retail environment, and ethical sales behaviour affect customer bargain satisfaction in informal retail markets. No known studies have investigated the dimension of customer bargain satisfaction. The focus on Africa's informal retail context unpacks situational conditions that trigger consumers' bargain behaviour.