Browsing by Author "Thongdee Kijboonchoo, jt. auth."
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ItemThe effects of bundle composition, price, framing, and familiarity on consumers' purchase intention(Assumption University, 2004) Issara Titheesawad ; Thongdee Kijboonchoo, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsThis 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 bundling.