Perceptions et évaluations du lot virtuel par le consommateur

Béatrice Parguel (), Ouidade Sabri-Zaaraoui (), Pierre Desmet () and Pauline de Pechpeyrou ()
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Ouidade Sabri-Zaaraoui: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pauline de Pechpeyrou: PhD Program - ESSEC Business School, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing. Nevertheless, till now, no research has concentrated on its efficiency from the consumer point of view. From a qualitative study based on nine consumers, the perceived costs associated with virtual bundling have been identified. An experimentation on a sample of 120 adult consumers was set up to test the hypotheses derived from the literature and the qualitative study. The results show that there is no loss of interest for the virtual bundle compared to the real bundle.

Keywords: virtual bundling; costs and benefits; lot virtuel; coûts et bénéfices; expérimentation (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00146700v1
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Published in Colloque Etienne Thil, 2006, France

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