The Influence of Bundling and Caloric Knowledge on Calories Ordered and Purchase Intent

Abstract

This article investigates the impact of a bundle promotion on calories ordered and purchase intentions toward bundles in a fast food context. The results of our study show that consumers order more calories and have higher purchase intentions toward bundles when a bundle promotion is advertised than when it is not, particularly for consumers with low caloric knowledge. Moreover, the results suggest that the underlying mechanism influencing these results is consumers' perceptions that a bundle is considered an appropriate option among consumers.

The Nutritional Value of Children's Menus in Chain Restaurants in the United Kingdom and Ireland

“…meal deals in restaurants, increased an adult's energy consumption 49 and consumers who selected a meal bundle consumed more energy than those who choose individual items, especially when calorie knowledge is low. 50 This study also confirmed the extent to which bundling can increase the energy content of meals. As a marketing tool, a meal bundle that creates a default option, offers the consumer advantages; it saves time, money and effort.…”

“…48 It has been estimated that individuals make in the region of 200 food related decisions in a single day and these decisions may be influenced by a few key factors. 50 In a qualitative study, mothers' commonly perceived a meal deal to be easier, quicker and less expensive; however, there was concern about items such as SSB's, and it was important to be able to select alternatives. 48 The presence of a meal deal also influences consumption norms i.e.…”

“…creates the perception that the bundle items should all be consumed together. 50 In this study, meal deals were available at 18 of the 20 restaurants. It has been reported that as children's meals are not major revenue generators, changing the menu is unlikely unless there is regulatory or parent pressure.…”

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

“…The changes in modern times, for example with increased levels of innovation, unethical behavior (Arli & Pekerti, 2017), bad service in the health system, the health insurance system (Fitzgerald & Bias, 2016), or increased caloric knowledge (Harris & Thomas, 2017) allow new opportunities to research how consumers behave and experience the process before, during and after purchasing a product or service. We still need to know in more detail how behavior occurs under different conditions, and environments.…”

Meal deals, combos and bundling: the impact on the nutrition composition of children’s meals in restaurants

“…Furthermore in some restaurants, the sheer number of options to choose from can make selecting the healthier choice more complicated than it should be (12) . Bundling and meal deals also provide a perception norm (14) and give the notion that the constituent items complement each other (13) . This includes desserts and drinks that when included in a meal deal are more likely to be ordered and consumed (15) .…”