Applying Fuzzy ANP to Construct an Analytical Model for Product Bundles

Many researches on how price bundling affects bundle purchasing in the marketing field have been discussed, but an analytic evaluation of customer value offered by product bundles is still lacking. By combining 'Delphi method', 'Fuzzy analytical network process' (FANP) and 'Extent analysis', an integrated decision making method has developed and applied in evaluating cosmetic bundles. Based on the results, a valuable cosmetic should firstly provide functional performance, and then symbolic and safety performance should follow functional performance. Lastly, transaction performance should have the least contribution for customer value. That means manufacturers and marketers should not utilize "price" as a main marketing strategy for product bundles; instead, the more appropriate strategy for manufacturers and marketers is to deliver functional, symbolic and safety performance to consumers and enhance the value image in their minds.