Multi-product bundles are defined as two or more different products that are available for purchase as one single product. Multi-product bundling is becoming increasingly common in the food retail market; however research to date on how consumers evaluate multi-product food bundles is limited. Therefore, food choice and product bundle choice were identified as key bodies of knowledge, to which research on this topic could contribute. The aim of the research was: "to investigate how consumers evaluate selected multi-product food bundles" and to fulfil this aim, a mixed method approach was adopted involving a preliminary in-store survey and three main studies encompassing a quantitative questionnaire study (n=452), a quantitative experiment (n= 150) and a qualitative focus group study (n=32), which included a decision-mapping exercise (n=31). In analysing the findings, a factor analysis revealed that consumers take eight factors into account when evaluating selected multi-product food bundles. The most important evaluation factors were centred on the taste and bundle components and bundle convenience. Based on a literature review, a theory-driven model for the relationships between evaluation factors and multi-product food bundle desirability was developed and successfully tested through structural equation modelling. The experiment added that constituent products included in the bundles were found to affect the evaluations to a significant degree. The focus group study underpinned the findings from the two other studies and added that multi-product food bundle evaluation processes generally were sequential and consisted of two to four evaluation stages. A combination of these findings was integrated into a comprehensive model outlining three dimensions of multi-product food bundle evaluations. This research significantly contributes to the knowledge on multi-product bundles and has generated unique information for both product developers and retailers, which could inform future promotional strategies and enable consumer research in relation to the effects of multi- product bundling in the food sector.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:550788 |
| Date | January 2011 |
| Creators | Wappling, Anders |
| Publisher | University of Ulster |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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