Empirical Study on Chinese Consumer Evaluations on Price Presentations of Bundles

摘要

Since domestic scholars have put much attention on the economic logic of bundling sales and little attention on consumer evaluations on bundles, an empirical study was conducted to determine whether and to what degree the bundling of price related information influence China's consumer evaluations. The study was conducted on AVON CAITANGXUN Herb Series among 210 consumers submitting effective questionnaire, who gave their evaluations on the same sample labeled with 6 different price presentations. The data was processed by SPSS 13.0, and the conclusion was that the bundling of price information decreases consumer evaluations while consumers slightly favor debundling price discount information but debundled price discount conditions result in no significant higher consumer evaluations than bundled discount conditions, which is not consistent with the conclusion of western scholars that more positive evaluations result from bundling component prices into a single price and debundling component discounts into a set of discounts. The difference may resort to the different cultural backgrounds and thinking patterns between Chinese and western consumers, differences in gender compositions of two groups and in market contexts they live in.