Suggesting the best bundle for dairy products based on consumers' purchase behavior.

摘要: Product bundling can be attractive for consumers and also profitable as a marketing strategy. Based on the importance of this promotion strategy, study estimated effect features consumers’ purchase preferences among 16 dairy products available in assortment popular brand by using d-level nested logit model. Data about consumer were collected from sample Sari City, Iran 2018. By results preferences, ran an optimisation algorithm according to maximum profit criterion suggested best bundle products. results, including 4 out had expected profit. This paper found that selling product is higher than could obtained these separately.