Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling effects interplay with the forms of bundling, complementarity and brand images of bundle components. The empirical results indicate that the impact of bundle price discount on evaluations of individual bundle components varies across bundling forms. In a mixed-joint bundle, the price discount increases consumer perceptions of the regular price of bundle components, but does not change quality perceptions. In a mixed-leader bundle, the price discount hurt consumer price and quality evaluations of the discounted product, but increased the undiscounted product's perceived quality. These effects are moderated by complementarity and the brand images of bundle components. Implications of these findings for marketing researchers and managers are presented along with suggestions for further research. / Ph. D.

The study aims at investigating how revenue management techniques can be applied in industries which offer multiple products. Most of the companies nowadays trend to produce multiperoducts and they try to find the best method of selling. Therefore, revenue management can be considered as a new direction which should be developed for these firms. In this study, multi-product firms are mainly referred as firms offering a bundle of products or substitute products. In this regard, models and techniques applied in multiproduct firms are discussed and it is tried to provide basic models to better understand the problems, variables, customer choice models and constraints. The main methodology in this study is literature review. In order to carry out the research first revenue management applications and techniques are discussed to find a fit to this kind of industries. The main findings of this study are (1) identifying and analyzing the most important factors affecting decision making regarding managing of bundling and substitute products and ultimately total revenue of multiproduct firms. (2) Summarizing the results and knowledge obtained from various studies within fields of bundling and substitute products. (3) Discussing the possibility of applying different revenue management techniques to these fields. (4) Identifying potentials and new directions for future study with respect to both revenue management techniques and multiproduct firms.