The present study was undertaken to gain an insight into the Indian customers’ attitude towards bundling. Combination of household items and tourism services was found to be most likely to be purchased by customers in bundles. Price was found to be the most important factor in influencing the decision of the customer to purchase/not purchase the bundled offer. Using factor and cluster analysis, demographic characteristics of the customers most likely to respond positively to bundle offers have been identified. This information can be used by companies in framing their promotional and targeting strategies.
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