AN ANALYSIS OF CONSUMER’S EVALUATION TOWARDS PRICE BUNDLING (CASE STUDY : MCDONALD’S MANADO)
Abstract: The fast-food
consumption continues to increase in popularity, and consumers usually make
evaluations based on their past personal experience. The purpose of this
research is to know the result of consumer’s evaluation towards price bundling
in McDonald’s Manado. This research is a qualitative analysis interview, the
population in this research is the customers of McDonald’s Manado, and using
the purposive sampling as the research method. The variables used in this
research were taken from the literature to determine the result of consumer’s
evaluation towards price bundling. The data were gathered through interview
with the informants and examination of the literature review from previous
researches. The result showed that all of the informants share the same opinion
about price bundling that it really does affect their final thoughts about
price bundling in McDonald’s Manado. The conclusion is the price bundling
strategy works well, the variety of meal package really helps customers in
making their decision when ordering their desired meal, and the customers also
considered that the price for the meal package is rather cheaper. They stated
that the meal package is well worth the price, the customers really satisfied
with what the McDonald’s has to offer.
Keywords: consumer’s
evaluation, price bundling
Penulis: Christian H. S.
Poluan, David P.E Saerang, Ferdinand J. Tumewu
Kode Jurnal: jpmanajemendd171113
