Bargaining in the Ghanaian Context

 

I come from a country where almost everything is an organized mess. In fact, over the years I have watched the futile attempts of some of the mayors of Accra who have tried to restore order in the city with much interest. It is not uncommon for motorists to purchase most of the stuff they need whilst driving or for that matter, without getting out of their cars. How is that possible? Well, not only are the streets filled with hawkers (street venders) but houses which are close to major roads are most often converted into shops as well. But let me not digress from the subject; what I really want to discuss today is how goods and services in this country never seem to have fixed prices and how people who wish to avoid getting cheated really need to arm themselves to the teeth with some excellent bargaining skills.

There are precious few places in this country where goods and services can be purchased at fixed rates. For instance, when one chooses to buy tomatoes from one of the few supermarkets or malls which are usually located in the regional capitals of the country, there is bound to be a fixed price based on the weight of the tomatoes. In much the same way, wholesale shops also have fixed rates. But how many Ghanaians can afford to buy from such places? In effect, majority of the population make their purchases from the local markets and the road side where bargaining skills inevitably become a crucial requirement.

Bargaining begins when the trader surveys his customer and mentions an amount which is about twice the normal price of his ware. However, if the customer happens to be someone who just stepped out of a posh car or looks quite well-to-do, the price of the goods will automatically be increased by three or four folds. On some occasions when the trader really wants to rip the customer off, he would simply ask: “how much will you give me”? Well, be on your guard the moment you hear that question because it signifies you are about to be ripped off, big-time!

The next step is when the customer would start bargaining by mentioning an amount which is about one-third of the given price. The trader would then determine whether that is a good price or not and this would continue until both parties become satisfied with the cost of the goods. Most often, when there is a disagreement on the price, the customer may start walking away. The trader, suddenly realizing his loss, would call the customer back and offer him the goods. But do note that the act of bargaining is not as simple as I am making it sound on paper. It can be time consuming and in order to get a good price, both parties may end up telling each other some fabricated stories as well. The trader may for instance try to justify the price by telling stories of how much he spends on transporting his wares or how scarce his wares are becoming. The customer on the other hand, may come up with stories of some exaggerated economic crisis they are experiencing. In spite of this, the goods definitely get sold to the customer at the end of the day and the trader would always seal the deal by creating an impression s/he did not make any profit by selling his goods at that price!

Due to the uncertainties in the cost of items, potential customers tend to waste their precious time in enquiring about the cost of the item they are interested in purchasing from different places before deciding on where to buy. Moreover, men often leave their wives to do the haggling because women are somehow thought to be better “bargainers” but there are some men who do exceptionally well at bargaining too! I have also come to realize that the customer’s appearance (i.e. the manner in which they are dressed) plays a crucial role in determining the price of the goods. When the customer is well-dressed, the price will automatically be inflated and vice versa. Moreover, prices may be inflated for foreigners (more especially, when they are white) because they are perceived to be richer than the locals. But most traders also have some superstitious beliefs which could be used to the customer’s advantage. It is a common belief among traders that the first customer determines how well business would go for the day. Hence, the first customer is normally treated better and may get away with anything!

But it is worth noting that bargaining does not only apply to sold goods in Ghana; it also goes for services rendered. Taxis in this country do not run on the meter system hence, anyone who goes boarding a taxi must be prepared to bargain. In some cases, instead of stating the price ahead of the trip, the driver would just say: “Oh, you let’s get there first”. Well, as far as I am concerned, that is a bad sign as well. Moreover, if the driver manages to figure out his passenger is new in town; he would simply take the longest route possible in order to justify his fare. The auto mechanics by the road side, welders and tailors/seamstresses as well as local head porters cannot be left out of this discussion. Indeed, Ghana is one country (among others in sub-Saharan Africa) where the customer is always left uncertain at the end of the bargaining ordeal if they have made a good purchase or been cheated.