The Effect of Product Bundle Pricing on Purchasing Decisions of the Consumers in Food and Beverage Enterprises

Abstract

A product bundle could be defined as selling two or more products as a single product at a lower price compared to the total list price. Today, menus prepared by product bundling method are among the methods most commonly used by food and beverage enterprises in promoting their sales. The purpose of this study is to find out how the menus offered to the customers by the product bundling method affect the purchasing decisions of the customers. For this purpose, the questionnaire technique being one of the quantitative data collection methods was used. The data were collected online from 418 participants via the questionnaire form. The data obtained were analyzed at an electronic environment and they were subjected to statistical analysis. The results showed that the menus prepared by the food and beverage enterprises using the product bundle method change the purchasing preferences of the participants. Moreover, it was noted that nearly half of the participants change their purchasing preferences after examining the menus prepared by the product bundle method, and the majority of these changes are in the way of increasing the sales.