The Influence of Price Sensitivity, Bundle Discount Type and Price Level of Male Cosmetics on Quality Perception

Abstract

This study was intended to investigate the influences that consumer's price sensitivity, bundle discount type, and price level of the male cosmetics have on consumer attitude.The design of this research was comprised of 2x2x2 mixed design studies.The first element was high price sensitivity vs. low sensitivity, the second element was the bundle discount type (mixed leader vs. mixed-joint), and the third element was the price level of male cosmetics (high-price brand vs. low-price brand).The results of this study showed that price sensitivity, bundle discount type and price level of male cosmetic had a statistically significant interaction effect on the consumer's quality perception.The quality perception of low-cost brands for high price sensitivity/mixed-joint bundle group was low.The quality perception of low-cost brands for mixed-leader bundled groups did not change significantly even when the price sensitivity became higher.However, it can be seen as the same result that the overall value is higher when suggested the price information in Mixed-leader bundle than Mixed-joint bundle.In particular, this study suggests that price information should be presented in mixed-leader bundles for high price sensitivity and low cast brands.

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