Price bundling

Most bundling studies have been done in two areas: economics and marketing. In economics, researchers have focused mainly on pricing, type of bundle, bundle composition, and bundling optimality (Adams and Yellen 1976; Guiltinan 1987; Stremersch and Tellis 2002). At the same time, research on bundling in marketing has focused mainly on buyers’ evaluations of multi-product bundles, and on psychological processes forming the basis of these evaluations (e. g. , Mulhem and Leone 1991). Summary of these issues are shown as follows. Most bundling research emphasizes price bundling.
Economists often regard price bundling as a form of imperfect price discrimination to maximize seller profits and to sort consumers into separate groups with different reservation prices (Adams and Yellen 1976). A reservation price is the price that a person is willing to pay to acquire a product (Guiltinan 1987). Since consumers vary in the maximum price they are willing to pay, sellers can use this phenomenon as an advantage to divide consumers into segments and then provide each segment with a different bundle (Adams and Yellen 1976).
In addition, price bundling allows redistribution of consumer surplus among the items in the bundle, i. e. , the difference between a product’s price and the consumer’s reservation price. Guiltinan (1987) suggests that the consumer surplus from the highly-valued product is transferred to the lesser-valued product. Therefore, bundling helps decrease consumers’ overall price sensitivity, resulting in a higher appeal to a larger number of consumers (Adams and Yellen 1976). Type of bundle

Adams and Yellen (1976) show that marketers can offer product bundles in two different forms: a pure bundle and a mixed bundle. Pure bundling strategy is used when sellers want to sell two or more items only in a packaged format (Monroe 1990). Schmalensee (1984) suggests that the advantage of pure bundling is it’s ability to reduce buyer heterogeneity. Therefore, pure bundling can enhance the performance of the package by focusing on incorporating among its component interfaces (Wilson et al. 1990).
In mixed bundling strategy, component items of a bundle are available separately as well as in a package (Monroe 1990). Previous research suggests that a mixed bundling option is often more profitable than the pure bundle and stand-alone options in monopolistic cases (Venkatesh and Mahajan 1993). Likewise, Philips (1981) shows that mixed bundling typically leads to higher sales than does a pure bundled or unbundled strategy (Phlips 1981). Guiltinan (1987) divides mixed bundling into two forms: mixed-leader bundling and mixed-joint bundling.
In the mixed-leader form, the price of one of the two products is discounted while the other product is purchased at the regular price. An example is “buy one, get another one half off. ” In the mixed-joint form, a single price, which is mostly less than the sum of the price of two products, is set when the two products are purchased jointly. An example is “Get 25% off the combined price when buying a computer with a printer. ” Bundle composition The selection of bundle composition is important to the success of the bundle.
The products of a bundle are often complementary in nature. Telser (1979) has demonstrated that component products can cause bundling to be profitable when they are complements rather than substitutes or unrelated products. Likewise, Harlam et al. (1995) report that bundles composed of compliments have higher purchase intent than bundles of similar or unrelated products. In addition, Yadav (1995) suggests that bundling is effective only when it does not attempt to coerce buyers to buy something they do not want.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with CheapNursingWriter
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Job well done and completed in a timely fashioned!
Customer 452451, November 18th, 2022
Excellent services will definitely come back
Customer 452441, September 23rd, 2022
excellent loved the services
Customer 452443, September 23rd, 2022
English 101
Very good job. I actually got an A
Customer 452443, September 25th, 2022
Business Studies
Job well done. Finish paper faster than expected. Thank you!
Customer 452451, October 3rd, 2022
Thanks a lot the paper was excellent
Customer 452453, October 26th, 2022
The paper was EXCELLENT. Thank you
Customer 452449, September 23rd, 2022
Business Studies
Thank you!
Customer 452451, November 27th, 2022
Business Studies
Excellent service - thank you!
Customer 452469, February 20th, 2023
Architecture, Building and Planning
The assignment was well written and the paper was delivered on time. I really enjoyed your services.
Customer 452441, September 23rd, 2022
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat