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Perceptions et évaluations du lot virtuel par le consommateur

Author

Listed:
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Ouidade Sabri-Zaaraoui

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

  • Pauline de Pechpeyrou

    (PhD Program - ESSEC Business School, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing. Nevertheless, till now, no research has concentrated on its efficiency from the consumer point of view. From a qualitative study based on nine consumers, the perceived costs associated with virtual bundling have been identified. An experimentation on a sample of 120 adult consumers was set up to test the hypotheses derived from the literature and the qualitative study. The results show that there is no loss of interest for the virtual bundle compared to the real bundle.

Suggested Citation

  • Béatrice Parguel & Ouidade Sabri-Zaaraoui & Pierre Desmet & Pauline de Pechpeyrou, 2006. "Perceptions et évaluations du lot virtuel par le consommateur," Post-Print halshs-00146700, HAL.
    • Handle: RePEc:hal:journl:halshs-00146700
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00146700
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    References listed on IDEAS

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