Beyond bundles: Choosing product bundles increases shopping basket size

Barbara Kobuszewki Volles, Daphne Ribbers, Anneleen Van Kerckhove and Maggie Geuens

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: Grocery stores are increasingly grouping complementary products into meal bundles, a tactic that warrants further investigation. This research explores the impact of presenting bundles on overall purchases. Three experiments, supplemented with two studies and a meta-analysis in a Web Appendix, show that incorporating bundles into the assortment and having consumers select these bundles increases overall purchases. This effect is driven by consumers perceiving the bundled items as a unified whole, which alters their perception of product complementarity and leads them to underestimate their total purchases, prompting them to buy more. These findings underscore the efficacy of product bundling to enhance shopping basket size, a critical determinant of retail success.

Keywords: Product bundle; Grocery store; Basket size; Gestalt; Product complementarity; Product underestimation; Quantity perception (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s096969892400331x

DOI: 10.1016/j.jretconser.2024.104035

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