The “bargaining culture”

A survey of central markets in various communes and wards across the province reveals that most goods are not visibly price-listed, except for certain processed items where manufacturers print the price directly on the packaging. At many stalls, price listings exist merely as a formality to appease authorities, posted in hard-to-see places or applied to only a handful of products.

Phạm Thu Phương, owner of a grocery store at the central market in Mường Nhé commune, explained: “My shop carries hundreds of items, and purchase prices change frequently, making it hard to keep up with price labeling. Plus, I run the store alone, handling everything from stocking to sales and arranging items, there’s just no time left to label each product.”

Nguyễn Thị Hiền, a seafood vendor at Central Market 3, Điện Biên Phủ ward, added: “Seafood prices fluctuate daily, even within a single day. On slow days, I have to lower prices just to clear stock. If I stuck to fixed listed prices, I’d be in trouble.”

At Central Market 1 in Điện Biên Phủ ward, the market management board regularly reminds vendors to uphold fair trade practices, no price hiking or exploiting the “first customer” for high profits. The market rules clearly state: “All goods must be price-listed and sold at listed prices.” However, most vendors still show little interest in complying.

Nguyễn Bảo An, who sells bedding products at the market, shared: “I do want to comply and help stabilize prices while promoting a professional retail environment. But most customers come expecting to bargain. Even if I label items, it makes little difference. So I usually give customers a discount of VND 20,000-30,000 per item to attract more buyers.”

At some kiosks selling bags, fashion, and shoes, even when prices are marked, the actual selling price often varies significantly. Many vendors operate under the principle of “mutual agreement”, charging loyal or familiar customers fairly, while quoting inflated prices to new ones, leaving room for negotiation. For example, we asked for a set of children’s clothes priced at VND 150,000, but after bargaining, the seller agreed to VND 110,000.

A double-edged issue

Article 3 of Decree No.87/2024/NĐ-CP clearly outlines penalties for pricing violations, with fines ranging from VND 500,000 to VND 30 million.

Despite the regulations, in practice, not only markets in central areas but also those in remote communes show poor adherence to price listing. Most transactions rely on verbal agreements without any visible price tags as required.

According to the Market Management Sub-department, in 2024, the agency penalized 139 cases of non-compliance with price listing regulations, collecting hundreds of millions of dong in fines. In the first six months of 2025, five more cases were fined, mostly small grocery shops and kiosks in local markets.

Each year, the market management force works with market boards to conduct awareness campaigns and encourage vendors to commit to listing prices and selling accordingly. At the same time, inspections and penalties are applied. However, according to Nguyễn Minh Cường, Acting Head of the Market Management Sub-department, ad-hoc inspections remain limited due to the requirement that all checks must be approved by the provincial People’s Committee, as stipulated in Article 3 of Circular No.28/2014/TT-BTC. This reduces the responsiveness and effectiveness of enforcement efforts.

Price listing reflects a civilized way of doing business. Beyond enforcement, both vendors and customers must shift away from the habit of haggling and overpricing. This would help prevent pricing violations, protect consumers’ rights, and enhance the appeal of traditional markets within the community.