The effects of bundle composition, price, framing, and familiarity on consumers' purchase intention
The effects of bundle composition, price, framing, and familiarity on consumers' purchase intention
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2004
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Assumption University
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eng
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Assumption University. Martin de Tours School of Management and Economics
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AU Journal of Management 2, 1 (January-May 2004), 20-26
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Abstract
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
bundling.
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In English ; only abstract in English.
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