Browsing by Subject "Consumers' preferences"
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ItemThe effect of bundle frame on purchase intention and customer's reservation price(Assumption University, 2008) Issara Titheesawad ; Phassawan Suntraruk ; Assumption University. Martin de Tours School of Management and EconomicsThis paper examined the influence of bundle frame, the presentation format of products within the bundle, on customers purchase intention and reservation price. The results from a laboratory experiment indicated that purchase intention was higher when the bundle price was presented in segre- gated form than an integrated one. However, presenting discounted price in segregated form posed negative impact on customers reservation price. In a segregated price framing, the discount prices of individual products are unambiguous resulting in customers inference that the product is cheap, thus, they will decrease the price that they are willing to pay (or reservation price) for the products in the future. On the other hand, in the integrated price framing, there is an ambiguity about the cost of each individual product , the inference that the price of individual product is low will not occur. Thus, the reservation price of customers who are presented with the segregated price framing is lower than those with integraled price framing.
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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.
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