Association of Marketing Theory and Practice Proceedings 2010
 

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

Included in

Marketing Commons

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