In order to enhance both purchase willingness and consumer satisfaction, firms may sell products in a customized bundling way, with which consumers are allowed to select their preferred products to form a bundle. However, such a way needs to be carried out with an efficient strategic tool. This study contributes to the literature by proposing a two-stage customized bundling strategy with the aims of maximizing the firm's profit and satisfying the consumers' demands. The proposed strategy may assist managers in enhancing consumer satisfaction and loyalty under consideration of consumer heterogeneity. Consumers can select one main product with the greatest utility from the main product category at the first stage, and then, at the second, consider the associations between the chosen main and possible add-on products in the add-on product category, and finally select an add-on product to form a customized bundle with the greatest overall utility. Pricing strategies are investigated and compared for the customized and other traditional bundling strategies. The results show that when consumers are highly sensitive in their preferences, the use of a customized bundling strategy would be more profitable. However, in an extreme case when the consumer's perceived value of the add-on product and product association are both high, the traditional individual sales strategy would earn more profits than the customized bundling strategy.
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