Bundle Pricing

Also known as: Bundling, Package Pricing, Product Bundle

Strategy of packaging products or services offered together at a price lower than the sum of their individual parts.

Bundle Pricing is a strategy where two or more products or services are offered together at a combined price that is generally lower than the sum of the individual prices. Examples: telecom packages (internet + TV + phone), restaurant combos, software suites.

In market research, bundle pricing requires understanding which product combinations have the greatest joint appeal and what total price maximizes revenue without reducing perceived value. Conjoint and TURF techniques are especially useful for designing optimal bundles.

Bundle research must also explore cannibalization risk: whether the bundle causes consumers who would have bought more products individually to now buy less at the package price.