Abstract
Bundling is a well established pricing strategy that is ubiquitous in its application by marketers. Although bundling is common, high-involvement multi-category bundles are uncommon and little academic research has been devoted to such combinations. The concept of lifestyle bundles is introduced and evaluated through specific product combinations intended to represent a particular lifestyle. Lifestyle bundles are a way of life that individuals express by choosing to allocate their time and personal resources to a single package of two or more goods or services that they believe represent their current or desired way of life. A combined offering of home, vehicle, and vacation club, with multi-cycle purchase commitments are evaluated by affluent consumers with household incomes of $150,000 or greater. Overall concept interest is tested as well as concept interest with price premiums and restricted brand choice. Underlying motivations for concept interest are also considered. Through conjoint and segmentation analyses, a cluster of consumers with strong interest in the concept are identified.
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