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| Author: | Yadav, M. |
| Title: | Bundle evaluation in different market segments: the effects of discount framing and buyers' preference heterogeneity |
| Journal: | Journal of the Academy of Marketing Science
1995 : SUMMER, VOL. 23:3, p. 206-215 |
| Index terms: | PREFERENCES EVALUATION BUYING |
| Language: | eng |
| Abstract: | Heterogeneity of buyers' preferences has played a significant role in the earlier economic analysis of bundling and continues to be important in the recent investigations initiated by marketing and consumer researchers. Guided by a decision-framing conceptualization this study suggests that in a market characterized by heterogeneous preferences for items included in a bundle offer , buyers' bundle evaluations may vary significantly depending on which item is featured as the price leader. |
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