Consumer evaluations of bonus packs offered with price discounts

摘要

Purpose - The purpose of this article is to assess consumer evaluations of bonus packs offered with price discounts. Design/methodology/approach - Four laboratory experiments and a content analysis were conducted. Findings - The opportunity to obtain a price discount was available for approximately 25 per cent of the bonus packs found in a content analysis. Consumers evaluated an offer containing a low bonus amount and a high price discount more positively than an offer containing a high bonus amount and a low price discount, despite both offers providing a similar underlying price per unit. Moreover, consumer evaluations of a bonus pack can be enhanced by providing a price discount rather than offering it at the regular price. Research limitations/implications - Future research could examine consumer reactions to bonus packs offered with discounts contingent on obtaining multiple quantities (e.g. BOGO; a multiple-unit price providing a lower price per unit than the single unit's price) to determine whether the results of the present research extend to these situations. Practical implications - Manufacturers and retailers can evoke more positive consumer reactions to a bonus pack offered with a price discount if specifying a high amount for the latter rather than the former (if high amounts cannot be specified for both). It is possible for retailers to enhance consumer evaluations of a bonus pack by providing a price discount. Originality/value - This research is the first to examine consumer evaluations of promotional offers containing both a bonus pack and a price discount.