This paper attempts to investigate the effects of bundle composition, price level, price sensitivity, frame
and familiarity on consumers purchase intention. The bundle products under study composed of Pantene shampoo
and conditioner, and Pantene shampoo and Parodontax toothpaste. A laboratory experiment was employed.
Findings showed that bundle composition, price level, price sensitivity, frame and familiarity influenced purchase
intention. The finding also showed that there exists an interaction effect between price levels and frames of