THE EFFECTS OF BUNDLE COMPOSITION, PRICE, FRAMING AND FAMILIARITY ON CONSUMERS' PURCHASE INTENTION

Abstract

Thispaper attempts to investigate the effects ofbundle composition, price level, price sensitivity, frame andfamiliarity on consumer 'spurchase intention. The bundleproducts under study composed ofPantene shampoo and conditioner, and Pantene shampoo and Parodontax toothpaste. A laboratory experiment was employed. Findings showed that bundle composition, price level, price sensitivity,frame andfamiliarity influencedpurchase intention. The finding also showed that there exists an interaction effect between price levels and frames of bundling.