ABSTRACT
Bundling is one of the options for marketers in providing benefits for consumers in a form of an offering package consisting of two or more products with a cheaper price than the total price of those products when they are sold separately. Experience products are also offered as a bundle by marketers. However, studies on bundling of experience products remain limited despite the potential to explore their influence on intention to purchase. This study examines how experience product combination in a bundle might influence intention to purchase. There are differences in intention to purchase between physical and experience product bundles. Reminiscent bundling is used as the term for the bundling of two experience products in this study. The main finding of this study indicates that intention to purchase is significantly higher in the reminiscent bundling condition. Another important finding is that intention to purchase depends on the product type.
