Coercive Strategies Performed by Chinese and Javanese Customers in Haggling over Cellular Phones toward Javanese Sellers in Plaza Marina, Surabaya

In everyday life, people do negotiation every time and everywhere. This situation of negotiation is mostly done in business where buying and selling happen. In this study the writers use the term �haggle� to describe the negotiation activity done by buyers and sellers. People may haggle in traditional markets, clothes shops, and for sure in cellular phone shops where haggling processes become the everyday routines. This study observed the coercive strategies performed by Chinese and Javanese customers in haggling over cellular phones toward Javanese sellers. It focused on the comparison how these two ethnics employed the coercive strategies in haggling over cellular phones. The data were taken from the recorded conversation of 20 Chinese and 20 Javanese customers to Javanese sellers. Then, the data were analyzed by using Coercive Strategies theory by Gibbons, Bradac, and Busch (1992). The findings show that both Chinese and Javanese customers employed all coercive strategies. However, the Chinese customers performed more coercive strategies in lie and sentence structure of a threat than Javanese customers. The latter finding may imply that the Chinese customers love to bargain. Not only they love to bargain, but the Chinese people also tend to use strategies. The Chinese customers showed more frequent strategies in struggling to haggle over the price of cellular phone and got them cheaper.