Les lots virtuels " empilés ": repères de bonnes affaires pour les consommateurs !

Blandine Labbé-Pinlon (), Cindy Lombart () and Didier Louis ()
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Blandine Labbé-Pinlon: Audencia Recherche - Audencia Business School
Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: This research analyses consumers' reactions in front of two types of multiple discounted bundles frequently used both by manufacturers and retailers: the "3 for 2" separate-item bundles combined with a price discount for each product of the bundle versus free product included. An experiment conducted in a store laboratory shows that separate-item bundles combined with a price discount for each product of the bundle are better perceived than those with free product included. Moreover, they attract more buyers and lead to more purchases on promotion.

Date: 2010-12
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Published in Revue management & avenir, 2010, (40), pp.13-34. ⟨10.3917/mav.040.0013⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771150

DOI: 10.3917/mav.040.0013

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