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Not so obvious: Consumers don’t just assume bundled products are a better value | Phys.org

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In one study, consumers were more likely to purchase a coffee maker that came with a milk frother than the coffee maker alone only when it was compared to the same coffee maker without the milk frother. When the bundle was contrasted with the single product, consumers were more likely to notice the add-on and realize that the bundle was a better value.

This research shows the importance of making consumers aware of the added value of a bundle when relying on product bundling as a marketing strategy. Retailers may still want to offer a single version of a product even when they prefer to sell the product as part of a package deal. Presenting the package together with the single version makes consumers aware of the bundle’s value and more likely to purchase the bundle.

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Not so obvious: Consumers don’t just assume bundled products are a better value.

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