Cultural Practices in Sales Negotiations: Insights from Igbo Traders

This chapter concentrates on sales negotiation and reveals that negotiating agreements on goods and services among the Igbo traders involves demystifying many complexities – such as nature of persuasion, trust and communication patterns between traders, among other concerns. To aid our understanding, the authors surveyed three Igbo-dominated markets including Computer Village, Ikeja – dealing in the sales of phone accessories; Tejuosho Market – dealing in the sales of clothing materials; and Ojuelegba Market – dealing in the sales of vehicle spare parts. The authors concluded that the negotiation pattern and approach adopted by the Igbo trader often depends on several variables, including the product, the market, the buyer, the individual trader and other invisible circumstances surrounding the bargaining process. When negotiation breakdown arises, the Igbo traders have a well thought-out strategy that can be adopted to address the situation and persuade future bargains.