Title page for ETD etd-02052007-081234


Type of Document Dissertation
Author Yadav, Manjit S.
URN etd-02052007-081234
Title An examination of how buyers subjectively perceive and evaluate product bundles
Degree PhD
Department General Business (Marketing)
Advisory Committee
Advisor Name Title
Monroe, Kent B. Committee Chair
Fern, Edward F. Committee Member
Klein, Noreen M. Committee Member
Moore, Laurence J. Committee Member
Ozanne, Julie L. Committee Member
Keywords
  • Packaging Psychological aspects.
  • Consumer behavior.
  • Pricing.
Date of Defense 1990-08-05
Availability restricted
Abstract
This dissertation examines how buyers evaluate a bundle of items and

how perceptions of savings are formed in the context of a bundle offer.

Two conceptual models were developed and tested: 1) a model of the bundIe's

acquisition value, and 2) a model of the bundle's transaction value.

Based on behavioral decision theory and recent developments in pricing

research, the model of acquisition value focuses on the role of both price

and non-price information. It is proposed that buyers use an anchoring

and adjustment process to evaluate a bundle of items, evaluating the most

important item first and then making incremental adjustments based on the

evaluation of other items. The model of transaction value is based on the

premise that buyers combine perceived savings on the individual items and

perceived additional savings on the bundle to form their overall perception

of savings in a bundle offer.

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