Abstract:
This research examines the influence of bundling strategies on consumer purchasing behaviour, particularly the psychological and economic determinants of buying behaviour. Using a mix of primary data collection and secondary data analysis, the study examines how three types of bundling pure bundling, mixed bundling, and customized bundling influence consumers' value perceptions, convenience, and satisfaction. The research also analyse demographic differences in bundling response and finds important motivators like savings perception, product utility, and brand loyalty. The results indicate that successful bundling can greatly enhance purchase intentions among consumers, particularly when addressed to individual consumer inclination and shopping behavior. The research offers useful lessons to marketers and retailers looking to maximize bundling strategies for maximum consumer attractiveness.
