Consumers perception towards product bundling

The paper presents the authors’ attempt to study the perceptions of consumers in the pre purchase phase of two diverse products which were sold as bundled offers. The authors’ effort was to understand the implications of fast-food marketer's practice of bundling a ‘ready’ meal with a beverage at a discounted price. Further, the impact of an electronic goods dealer's bundled offer of a Television with a home theatre on consumers’ buying decision was also studied. This study was based on primary data collected by administering a questionnaire to 60 respondents who were in the age group of 18–30 years.

The study revealed that consumers attribute value to the bundled offer beyond the discounts. It was found that consumers exhibit their price-sensitive nature while purchasing bundled products. The study also found that consumers perceive a positive synergy between the components of a product bundle.