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Journal article Open Access Scopus Source The journal / series is indexed in Scopus (SCImago list). The article itself has not been verified. 6 Citations Quartil Q3

Preference between Individual Products and Bundles: Effects of Complementary, Price, and Discount Level in Portugal

Paulo Martins , Paula Rodrigues , Carlos Martins , Teresa Barros , Nelson Duarte , Rebecca Kechen Dong , Yiyi Liao , Ubaldo Comite , Xiaoguang Yue
ISLA — Instituto Politécnico de Gestão e Tecnologia
Journal of Risk and Financial Management, 22 04 2021
DOI: 10.3390/jrfm14050192

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Abstract
This paper aims to (1) compare consumers’ preferences between individual products and bundles as well as (2) investigate some of the factors involved in bundle characteristics that may affect consumer’s preferences. Those factors are complementarity, price level, and discount level. An online survey developed by means of questionnaires were collected from the Portuguese population. Student’s t-tests were used to test the hypothesis formulated and to analyze the consumers’ preferences. The findings corroborate that in a scenario where the bundle does not offer any discounts, preference of individual products is higher. When a 20% discount is assigned to bundles, the overall preference for individual products is still superior. By offering a discount level of 45%, the overall preference for bundles becomes higher. The positive effect of complementarity bundles valuation is confirmed. This is the first approach to evaluate the preferences between bundles and individual products in the Portuguese market. The findings contribute to clarify the customer map within a Business Model Canvas. Furthermore, this paper analyzes the bundle complementarity and discount level effects simultaneously.

Keywords

#product bundles #consumer preferences #complementarity #price level #price bundling #business model canvas #Portuguese consumers #Complementarity (molecular biology) #Bundle #Valuation (finance) #Preference #Portuguese #Population

Bibliographic Details

Publication Type Journal article
Publication Year 2021
Journal / Conference / Work Journal of Risk and Financial Management
Quartile (SCImago) Q3
Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

A
André Miguel de Almeida Marrão Rodrigues
andre@iscac.pt ID: 901B-2039-470F
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M
Maria Teresa Morais Taveira de Barros
mtmtb@iscap.ipp.pt ID: 371A-039A-4455
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