IHS REPORT
Lê Thị Hồng Anh
Date: 8/7/2021
Video presentation: Project Leilong: A study on the effectiveness of bargaining as a
marketing strategy
Main contents
I. Introduction
- Bargaining: negotiation between buyers and
sellers to reach an agreeable price à increasing
trend
- Real life applications: Carousel, Facebook live
- Research question: “How does bargaining as a
marketing strategy on e-commerce platforms
affect consumer behavior?”
* Literature review
- Current literature: big-ticket items, physical
transactions
- Project Leilong: small-ticket items, e-commerce
sector
II. Project aim
- Hypothesis: People who experience bargaining
in their purchases face higher transaction utility
and smartshopper feelings, and hence the
likelihood of closing the deal increases
+ Key term of hypothesis: transaction utility
(quoted price-bargained price); smartshopper
feelings (feeling satisfied when saving money
from being a “smart” shopper)
- What we tested for:
+ ability to close deals, satisfaction levels, total
revenue, repeated sales
III. Research
- Sample size: 56 students à 28
participants/group
+ Group A: Fixed pricing group ($2)
+ Group B: Flexible pricing group ($7)
- Choice of good: Mask chains (novel,
ambiguously priced)
- Method: presentation of the product à
presentation of the price à post-experiment
survey
IV. Conclusions
Personal opinion
- Should have included a list of references at the
end of the presentation
- Due to the technical difficulty from the second
presenter, I couldn’t hear you clearly
- Eye-catching slide. I love it!
- It seems like when a person is presenting, some
others are not paying full attention
- 2:30 If you are giving a literature review, I think
you should place more evaluation and give the
resources/literature that you analyze
- Although the project mainly focuses on the
effect of bargaining on online shopping, I suggest
you including a brief description of bargaining in
physical transactions
-3:25 It is very considerable to insert the
explanation of key terms from the hypothesis
- You should have clearly proposed the aim of
the project
- 4:10 You should provide a general description
of the people who participated in your survey.
What’s the age range? What’s the percentage of
middle schoolers and high schoolers? Where do
they come from?
- You mentioned that the buyers use bargaining
strategies. What specifically are those? Does
different strategy affect the result of your
experiment?
- 5:14 The video of participants bargaining is
quite small and blurry so it is hard to see
- There was a slight error in slide control
- Deals closed - In the conclusion, you haven’t confirmed (or
+ Group A: 25% rejected) the hypothesis and barely touched the
+ Group B: 92% key term in the hypothesis
- Average maximum price willing to pay - Also, the research question has not been
+ Group A: $1.71 answered
+ Group B: $3.45
- Total revenue: group B exceeds group A by
approximately $75
- Likelihood of repeated sales: group B > group A
- Satisfaction levels: group B > group A
* Caveat
- Not representative of all online shoppers
- Hard to maintain constant variables
- Absence of human interaction
* What does it mean to you
- Consumers: beware that prices can be easily
jacked, you might not be better off with bargained
price
- Firms: bargaining is effective in short term, but
in the long run their good has to be unique

Video presentation: How can we encourage young people to think spontaneously about
traditional food culture?

Main contents Personal opinion

- Target: food culture doesn’t require specialized
skills and the general public can participate
* Survey
- Conducted in Singapore and Japan
- Cultural difference: ethnic composition, history,
recognition of traditional foods, locality
- image of traditional food: JP – historical,
beautiful, tasty >< SG – cheap, familiar
à JP – less interested, conversation is someone
else’s business >< SG – more interested,
spontaneous
* Level of interest in traditional food
- JP not interested >< SG interested
- JP not interested but want to save it à leave it to
others
* Causes of Singapore students’ spontaneous
attitude
- Multicultural society strengthens sense of
belonging
- The recording of presenters sometimes obstructs
the slide
- Presenter seems to read the paper most of the
time and not really confident with her
presentation
- You should insert a table of contents at the
beginning to give an overview of the
presentation.
- 1:05 Creative example of a story between a
student and a teacher. However, mentioning a
performing art when arguing against food culture
may seem unrelated
- 3:00 participants from Singapore are mostly 17
and those from Japan are mostly 16-18 (barely
anyone is from13-15), which may make the result
unreliable
- Traditional food cultural is part of our identity - Also, is conducting surveys and interviews only
* Basis in two countries inclusive enough to reach any
- For those who are interested in the survey, conclusion?
people in SG feel closer to their communities
through traditional food culture and see it as a - I love the illustration images in the Summary
reflection of SG part!
* Summary
- intercultural exchange
+ less effective among people who aren’t aware of
their ethnicity and region
+ effective among people who are aware of their
ethnicity and region

Video presentation: The rise of renewable energy

Main contents Personal opinion

I. COVID-19 impacts on fossil fuels - There are some minor background noises
- Fossil fuels - Subtitles is included, which is very considerable
+ buried & fossilized remains of plants and animal - I love your introduction. It’s very interesting
in thousand years à carbon dioxide and profound
+ crude oil, coal, and natural gas - Your presentation slide is stunning, which
+ high carbon leads to climate change contains lots of illustration images
- Fossil fuel impacts
+ Pollution - Charts and graphs are included, which are very
+ waste informative
+ extreme weather - There are also several examples and references
+ greenhouse gas emissions which makes the presentation more illustrative
- COVID-19 impacts and reliable
+ Energy demand dropped
+ Electricity generation - 5:39 Nice example

II. Renewable energy - 6:28 When proposing about landfill gas, the
- Benefits team used a question to introduce new point. It is
+ Natural resources very creative
+ Unlimited
- Impacts - Should divide parts more logically
+ Clean energy à environmental
+ Job opportunities
+ Higher living standards
+ Higher living expectancies
- Low demand, but more renewable energy grew
in capacity during COVID-19
- Efforts
+ US: tax incentives = 40% increase
+ ASEAN: not enough

III. Innovation 1: Landfill gas

- Waste to energy
- Process
- Application in Singapore: no need
- Application in other countries: 5-10% of
electricity needs à other sources

IV. Innovation 2: Green gym plan

-Treadmills: mechanical energy for people’s
workout to electrical energy
- Restorable
- Calculation à enough to function (households,
facilities)
- Survey (135 people): 70% willing to try à
feasible
- Encourage participation