The pricing technique that I chose to explore is bundling. In bundle pricing, companies sell a package or set of goods or services for a lower price than they would charge if the customer bought all of them separately (Merritt, n.d.). Bundling tends to mostly favor the seller. By bundling products together makes promoting products and lower marketing costs for the seller. It also simplifies production and reduces errors. An example of bundling is buying a new car. Most cars today are sold in a packaged bundle, such as economy edition, sport edition, or luxury edition. By bundling this gives the buyer some of the things they want, but also some things that they will hardly use. Bundling is an attempt to capture more customers’ consumer surplus.
