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Interpersonal Bundling

Author

Listed:
  • Yongmin Chen

    (Department of Economics, University of Colorado at Boulder, Boulder, Colorado 80309; and School of Economics, Zhejiang University, Hangzhou, Zhejiang, 310027, China)

  • Tianle Zhang

    (Department of Economics, Lingnan University, Tuen Men, Hong Kong)

Abstract

This paper studies a model of interpersonal bundling, in which a monopolist offers a good for sale under a regular price and a group purchase discount if the number of consumers in a group—the bundle size—belongs to some menu of intervals. We find that this is often a profitable selling strategy in response to demand uncertainty, and it can achieve the highest profit among all possible selling mechanisms. We explain how the profitability of interpersonal bundling with a minimum or maximum group size may depend on the nature of uncertainty and on parameters of the market environment, and we discuss strategic issues related to the optimal design and implementation of these bundling schemes. Our analysis sheds light on popular marketing practices such as group purchase discounts, and it offers insights on potential new marketing innovation. This paper was accepted by J. Miguel Villas-Boas, marketing .

Suggested Citation

  • Yongmin Chen & Tianle Zhang, 2015. "Interpersonal Bundling," Management Science, INFORMS, vol. 61(6), pages 1456-1471, June.
    • Handle: RePEc:inm:ormnsc:v:61:y:2015:i:6:p:1456-1471
    DOI: 10.1287/mnsc.2014.2004
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    Cited by:

    1. Zhang, Mingyang & Zhang, Juliang & Cheng, T.C.E. & Hua, Guowei, 2018. "Why and how do branders sell new products on flash sale platforms?," European Journal of Operational Research, Elsevier, vol. 270(1), pages 337-351.
    2. (Catherine) Zhang, Jie & Savage, Scott J. & Chen, Yongmin, 2015. "Consumer uncertainty and price discrimination through online coupons: An empirical study of restaurants in Shanghai," Information Economics and Policy, Elsevier, vol. 33(C), pages 43-55.
    3. Chen, Yongmin & Li, Jianpei, 2018. "Bundled procurement," Journal of Public Economics, Elsevier, vol. 159(C), pages 116-127.
    4. Wu, Chien-Wei & Chiu, Hsien-Hung, 2016. "Price Discrimination Through Group Buying," Hitotsubashi Journal of Economics, Hitotsubashi University, vol. 57(1), pages 27-52, June.
    5. Amedeo Piolatto, 2015. "Online booking and information: competition and welfare consequences of review aggregators," Working Papers 2015/11, Institut d'Economia de Barcelona (IEB).
    6. Preyas S. Desai & Devavrat Purohit & Bo Zhou, 2018. "Allowing Consumers to Bundle Themselves: The Profitability of Family Plans," Marketing Science, INFORMS, vol. 37(6), pages 953-969, November.
    7. Simone Marinesi & Karan Girotra & Serguei Netessine, 2018. "The Operational Advantages of Threshold Discounting Offers," Management Science, INFORMS, vol. 64(6), pages 2690-2708, June.
    8. Cao, Qingning & Tang, Yuanzhao & Perera, Sandun & Zhang, Jianqiang, 2022. "Manufacturer- versus retailer-initiated bundling: Implications for the supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 157(C).
    9. Upender Subramanian & Ram C. Rao, 2016. "Leveraging Experienced Consumers to Attract New Consumers: An Equilibrium Analysis of Displaying Deal Sales by Daily Deal Websites," Management Science, INFORMS, vol. 62(12), pages 3555-3575, December.
    10. Qianbo Yin & Kwei‐Long Huang & Chia‐Wei Kuo & Sean X. Zhou, 2021. "Add‐On Pricing in a Distribution Channel," Production and Operations Management, Production and Operations Management Society, vol. 30(11), pages 4069-4088, November.

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    More about this item

    Keywords

    interpersonal bundling; bundling; group purchase; group discount; demand uncertainty;
    All these keywords.

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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