The effect of bundle size on the purchase intention of consumers.

• Main Authors: Suhail, Hena., Kiew, Jinnie Wei Ting., Koh, Adeline Jia Tian.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51369
• Institution: Nanyang Technological University

Bundling is an important marketing strategy used by many marketers to launch new products, be it whether it is from a new brand or a brand extension. This is because it allows for maximum market penetration. However, while designing a bundle, many often overlook the effect of the bundle size, an imp...