What determines complementarity of product bundles and how is attraction influenced?

• Product bundling is a commonly used marketing strategy. The simplest form of bundling is selling multiples of the same product in a package, but there are also multi-product bundles that include different products. Multi-product bundles aim at fulfilling more than one need. In multi-product bundles the relation between individual items can vary. Complementary bundles consist of products that are functionally compatible, while non-complementary bundles are functionally unrelated. The purpose of the present study is to investigate whether it is the complementarity in terms of functionality or a general categorization of the products that result in different attraction and whether the degree of complementarity is dependent on type of anchor product and the price discrepancy between the products in the bundle. The results indicate that if the price is not lower, bundles are never more attractive than the separate products. In addition to functionality, price differences as well as differences in quality play a role for how attractive bundles are.

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

Nyckelord

Multi-product bundling

consumer decision making

marketing strategy

Publikations- och innehållstyp

ref (ämneskategori)

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