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Why consumers buy multiple products ...

Liu, Feng.

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Why consumers buy multiple products from a single producer: A household production explanation.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Why consumers buy multiple products from a single producer: A household production explanation./
作者:	Liu, Feng.
面頁冊數:	61 p.
附註:	Adviser: Purushottam Papatla.
Contained By:	Dissertation Abstracts International68-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3279090
ISBN:	9780549208822

Why consumers buy multiple products from a single producer: A household production explanation.
Liu, Feng.

Why consumers buy multiple products from a single producer: A household production explanation. - 61 p.

Adviser: Purushottam Papatla.

Thesis (Ph.D.)--The University of Wisconsin - Milwaukee, 2007.

Product bundling, which is the sale of two or more separate products or services in one package, has become a key tool in acquiring and retaining customers. It is now used in a variety of industries such as automobiles, magazines, travel, hospitality, software, entertainment, arts and banking to name a few. Thus, for instance, services like Expedia.com, offer vacation packages that include travel tickets, accommodations and rental cars. Similarly, a symphony might offer a package that includes performances over a season and a newspaper like The Wall Street Journal may offer various bundles such as the print publication, the online version and financial news services as one package.

ISBN: 9780549208822Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Why consumers buy multiple products from a single producer: A household production explanation.
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520 $a Product bundling, which is the sale of two or more separate products or services in one package, has become a key tool in acquiring and retaining customers. It is now used in a variety of industries such as automobiles, magazines, travel, hospitality, software, entertainment, arts and banking to name a few. Thus, for instance, services like Expedia.com, offer vacation packages that include travel tickets, accommodations and rental cars. Similarly, a symphony might offer a package that includes performances over a season and a newspaper like The Wall Street Journal may offer various bundles such as the print publication, the online version and financial news services as one package.
520 $a The wide use of bundling has lead to an increased interest in this issue among marketing scholars. Issues such as optimal pricing of bundles and the type of products that can be bundled together have been investigated. One question that is yet to be examined, however, is whether consumers buy bundles for reasons other than price or for convenience (for example, a consumer may buy a bundle of spaghetti and sauce due to the convenience of the purchase). An important question that the purchase of these types of bundles raises is: whether consumers buy bundles for reasons other than price or convenience. In particular, the issue of whether bundles offer some longer-term benefits other than the immediate benefits of better prices and convenience has not been examined. Answers to this question can provide useful insights for marketers regarding what to bundle and how to bundle. This is the issue that we examine in this dissertation.
520 $a Our key argument in this research is that consumers might prefer bundles in cases where the products in the bundle enhance their skills in a specific area. Thus, for instance, a consumer who is interested in business news might purchase various types of business periodicals. Similarly, a consumer who is interested in bicycling may join multiple bicycle clubs. And, an individual investor may subscribe to multiple investment newsletters. Thus, in all of these cases, despite the fact that they are substitutes, the products can be bundled together since they enhance the consumer's skill in a specific area. We propose, therefore, that, in the case of products that contribute to human capital, bundling should be based not on price or on substitutability/complementarity relationships but on whether the bundled products are related to the same type of human capital.
520 $a We investigate our theory in three essays---each of which differs in the methodology that we use for our empirical analysis---using a large panel dataset on magazine subscriptions from a single publisher. In the first essay, we investigate the effects of marketing variables, consumers' characteristics and human capital related variables on households' decision subscription decisions using an ordinal model. The second essay takes a different approach and treats the subscription data as binary. Finally, the third essay uses a multivariate ordinal model to jointly analyze the subscription decisions across twelve types of magazines. In all three cases, we use MCMC methods and parameter expansion algorithms for the analysis.
520 $a The empirical results provide support to our theory. Specifically, we find that, in the case of products that contribute to human capital, consumers will be interested in bundles that include products that enhance the same type of human capital. We discuss the theoretical and managerial implications of these findings and provide directions for future research.
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