Sonderangebotspolitik und Preisbündelung

Georg Wübker
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Georg Wübker: Strategy & Marketing Consultants GmbH

Schmalenbach Journal of Business Research, 1999, vol. 51, issue 7, 693-713

Abstract: Summary Bundling, the joint offering of two or more individual items, is often accompanied by promotional activity on the individual (Le. unbundled) items. Yet no research has been conducted on the effect that such price promotions have on buyers’ evaluations of the bundle itself. The results of our study indicate that promotional activity on the individual items can have a significant impact on buyers’ evaluations of bundles. Specifically, the results of an experiment show that increased magnitude and frequency of price variations on the individual items lower buyers’ evaluations of bundles. Although previous research has indicated that bundling strategies are gene rally more profitable than selling the items individually, our findings suggest that the effectiveness of a mixed bundling strategy may be diminished in price-promoted markets.

Date: 1999
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DOI: 10.1007/BF03371590

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