search query: @author Hermann, A. / total: 4
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| Author: | Hermann, A. Bauer, H. H. |
| Title: | Ein Ansatz zur Preisbünderlung auf der Basis der "prospect"-Theorie |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1996 : VOL. 48:7/8, p. 675-694 |
| Index terms: | PRICES EMPIRICAL RESEARCH CONSUMER SATISFACTION CUSTOMERS DECISION RULES PRICE POLICY |
| Language: | ger |
| Abstract: | This article concentrates on deriving a method of bundling prices on the basis of the prospect theoty and on an empirical test for veritying the suitability of the decision rules deduced from the theoretical observations. The result is as follows: If a company sells individual items, it should combine them in a package and offer this package at a bundle price. This increases the satisfaction of the consumers with the act of purchase, their readiness to recommend the purchased brand to other people and their intention to rebuy the same brand. If a price discount is granted, the supplier should proceed in exactly the opposite manner. It would in other words appear advisable to specify separate discounts on each of the items which make up the bundle. |
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