Group Bundling Versus Traditional Bundling in e-Commerce: A Field Experiment

  title={Group Bundling Versus Traditional Bundling in e-Commerce: A Field Experiment},
  author={Ahmed Doha and Maryam Ghasemaghaei and Khaled Hassanein},
  journal={2016 49th Hawaii International Conference on System Sciences (HICSS)},
Selling in bundles has been argued to lead to more and earlier sales in promotion and clearance campaigns, which could improve inventory turnover, capacity utilization, and profitability. [] Key Result The results of a field experiment we conducted on the e-commerce operation of a gym suggests that group bundling does have a relative advantage in driving consumers' intention to buy online bundles.

Figures and Tables from this paper



Shopper Response to Bundle Promotions for Packaged Goods

The authors develop incidence, quantity, and choice models that incorporate the intricate bundle mechanisms, and they use simulations to contrast the sales impact of bundle and traditional per-unit promotions.

Bundle evaluation in different market segments: The effects of discount framing and buyers’ preference heterogeneity

Heterogeneity of buyers’ preferences has played a significant role in the earlier economic analyses of bundling and continues to be important in the recent investigations initiated by marketing and

The Price Bundling of Services: A Normative Framework

As product lines have broadened in many industries (particularly service industries), the use of mixed price bundling has increased. In mixed price bundling, a firm offers its customers the choice of

To Bundle or Not to Bundle: Determinants of the Profitability of Multi-Item Auctions

This article introduces and empirically tests a conceptual model of the key determinants of the profitability of bundling in auction markets. The model encapsulates hypotheses about how seller

The Decomposition of Promotional Response: An Empirical Generalization

Price promotions are used extensively in marketing for one simple reason-consumers respond. The sales increase for a brand on promotion could be due to consumers accelerating their purchases i.e.,

Strategic Use of Bundling for Reducing Consumers’ Perceived Risk Associated with the Purchase of New High-Tech Products

Consumers’ perceived risk is a significant barrier to the adoption of new high-tech products. Based on a review of the marketing, consumer behavior and psychology literatures, a theoretical framework

An Electronic Clearance Marketplace Leveraging Collaborations in Supplier and Buyer Communities: A Design Science Research Study

This research-in-progress paper proposes an innovative electronic clearance marketplace (clearance e-marketplace) based on novel design principles, namely, shared bundle purchasing and shared customer pooling, which arguably leads to more effective results than traditional clearance methods.

Consumer preference for product bundles: The role of reduced search costs

Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relatively

Simultaneous vs. Sequential Group-Buying Mechanisms

The analysis shows that the sequential mechanism leads to higher deal success rates and larger expected consumer surpluses and this result holds for a multiperiod extension and when the firm offers a price discount schedule with multiple breakpoints.

Simultaneous versus Sequential Group-Buying Mechanisms

This paper studies the design of group-buying mechanisms in a two-period game where cohorts of consumers arrive at a deal and make sign-up decisions sequentially. A firm can adopt either a sequential