To read this content please select one of the options below:

Determinants of willingness to pay for traditional bundles: a study from India

Shivan Sanjay Patel (Marketing, Indian Institute of Management Rohtak, Rohtak, India)
Shivendra Kumar Pandey (Marketing, Indian Institute of Management Rohtak, Rohtak, India)
Dheeraj Sharma (Indian Institute of Management Rohtak, Rohtak, India) (Indian Institute of Management Ahmedabad, Ahmedabad, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 12 July 2021




The present research aims to identify critical antecedents of willingness to pay (WTP) for traditional bundles (those comprising only goods or services) in an emerging market context. Further, it differentiates the relative importance of the determinants of customers' WTP according to the bundle type.


Data were collected from Indian customers. The paper uses conjoint analysis with an orthogonal design. The experimental conditions were manipulated using vignettes.


The results indicated that purchase autonomy was considered the most important driver for customer's WTP in the case of traditional bundles. Quality variability, overall bundle quality and complementarity followed autonomy in the order of importance. Moreover, the interaction effects of autonomy and complementarity with bundle type significantly influenced the customer's WTP. Customers had a higher WTP for services bundle in high autonomy and goods bundle in high complementarity situations.

Practical implications

Retailers should allow customers to buy either the entire bundle or its components separately, irrespective of the type of traditional bundle. They should try to make bundles whose perceived quality varies significantly in the target customers. Retailers should try to keep complementary components in the goods-only bundle.


The present study extends the relationship of the WTP with its antecedents to traditional bundles. Earlier studies have only studied these relationships for hybrid (combination of goods and services) bundles. With the current study results, retailers can bundle traditional bundles (goods only and services only).



The authors would like to thank the editorial team and the anonymous reviewers for their helpful comment.


Patel, S.S., Pandey, S.K. and Sharma, D. (2021), "Determinants of willingness to pay for traditional bundles: a study from India", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles