Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/55789
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dc.contributor.authorLim, Kang Qi
dc.contributor.authorAnoosha Chivukula Sree
dc.date.accessioned2014-03-31T05:54:07Z
dc.date.available2014-03-31T05:54:07Z
dc.date.copyright2014en_US
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/10356/55789
dc.description.abstractThis study delves into consumer research in the local context – (1) the effects of an internal and external reference price on utility and (2) the impact of price discounts on the perceived value of a product bundle. We further aim to establish how the relationship between internal or external reference price and utility is moderated by Zumba experience in experiment 1. In experiment 2, value consciousness is used to moderate the relationship between reference price and utility in a product bundle. 6 items (perceived worth of the program, satisfaction level, happiness level, usefulness of the product, value for money and willingness to buy) were used to measure transaction utility, acquisition utility and purchase intention. 1-way and 2-way ANOVA tests showed that our 10 hypotheses were supported; results demonstrated that (1) internal reference price has a greater influence on utility for a product, (2) internal reference price also has an impact on consumers' product bundle preferences, (3) a bundle is perceived to be of higher value when a discount is allocated to a product in that bundle and (4) Zumba experience and value consciousness are moderating variables in the above relationships. One possible concern which arose is that Zumba may be regarded as gender biased towards females, and could have therefore reduced the accuracy of our results. The selection of a more gender neutral activity could have yielded better results. Our study provides WellnessXperts SG and marketers insights into the impact of reference price, product bundling and discount allocation on consumer utility and purchase intention, in the context of the health and fitness industry. With this knowledge, they can devise impressive marketing strategies to meet consumers’ needs and preferences.en_US
dc.format.extent111 p.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Business::Marketing::Consumer behavioren_US
dc.subjectDRNTU::Social sciences::Psychology::Consciousness and cognitionen_US
dc.titleA study on the effects of reference price and pricing on product bundle preferencesen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorGoh Kim Huaten_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.description.degreeBUSINESS AND COMPUTINGen_US
dc.contributor.organizationWellnessXperts SGen_US
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Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
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This study delves into consumer research in the local context – (1) the effects of an internal and external reference price on utility and (2) the impact of price discounts on the perceived value of a product bundle. 1.79 MBAdobe PDFView/Open

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