Document Type
Conference Proceeding
Conference Track
Service Marketing/ Non-Profit Marketing/ Ethics
Publication Date
2010
Abstract
This study examined the effectiveness of price bundling and whether that effectiveness varied by the discount format utilized. Exploring a movie-dining bundle in the entertainment setting, the study revealed that the bundle was preferred over individual item purchases. Mixed results were noted for the format preferences, and these are addressed in the discussion.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Arora, Raj and Stoner, Charles R., "Effectiveness of Price Bundling in an Entertainment Setting" (2010). Association of Marketing Theory and Practice Proceedings 2010. 77.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/77
