Product and Service Bundling Decisions and their Effects on Purchase Intention

  • Andreas Herrmann
  • Frank Huber
  • Robin Higie Coulter


Bundling of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one of two forms: pure or mixed (Adams and Yellen, 1976). Pure bundling refers to a strategy in which only a bundle of items or components is available for purchase; in other words, buyers must purchase the bundle, they do not have the option of purchasing individual components. In contrast, mixed bundling gives buyers the option of purchasing either the bundle, or any or all of the individual components.


Service Provider Purchase Intention Price Discount Manipulate Variable Automobile Bundle 
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Copyright information

© Springer-Verlag Berlin Heidelberg 1999

Authors and Affiliations

  • Andreas Herrmann
    • 1
  • Frank Huber
    • 2
  • Robin Higie Coulter
    • 3
  1. 1.Johannes Gutenberg-University of MainzMainzGermany
  2. 2.Business School at the University of MannheimMannheimGermany
  3. 3.Department of MarketingUniversity of ConnecticutStorrsUSA

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