Lifestyle Bundles: A Between-Category Product Evaluation Study of Affluent Consumer Behavior

Abstract

“Lifestyle bundles” could be an effective growth strategy for brands operating in commoditized market segments or segments with significant loyalty. A combined offering of home, vehicle, and vacation club, with multi-cycle purchase commitments, are considered through a discussion of luxury marketing, bundling, and the needs, attitudes and behaviors of affluent consumers with household incomes of $150,000 or greater. Overall concept interest is tested as well as concept interest with price premiums and restricted brand choice. Underlying motivations for concept interest are also considered. Through conjoint and segmentation analyses, a cluster of consumers with strong interest in the concept are identified.