Pricing Strategy and Practice: Volume 5 Issue 3

Product and service bundling decisions and their effects on purchase intention

Andreas Herrmann, Frank Huber, Robin Higie Coulter

Examines the effects of four factors (the bundle: pure or mixed, the price discount, the functional complementarity of bundle components, and the number of bundle components) on…

How to use a two‐ product strategy against low‐price competition

Klaus Hilleke, Stephan A. Butscher

Many brand manufacturers are facing increasing competition from competitors entering the market with extremely aggressive prices. To face this new competition the branded…

Effects of price reduction sale ads on consumer responses

Swee Hoon Ang, Siew Meng Leong, Wei Lin Tey

An experiment was conducted in which level of claim (plausible versus implausible), claim type (tensile versus objective), and brand familiarity were manipulated to determine…