Introduction

A lot of company uses this bundling technique in their product, because

this kind of strategy greatly affects the consumers decision in buying. For the
past years up to the present, marketers are consistently offering bundles that
combine a variety of related products. Giving discounts is an effective way of
increasing the purchase of bundled products. This strategy is able to maintain the
companys profitability and gain benefits. It has been used regularly by many
retailers, sellers, and companies since the start up to the present. But what
makes a bundle good strategy? The researchers can see that many people is
attracted to product bundling specially when they know that they can save a lot if
they purchase it, so we want to examine their opinion about the bundles that is
currently use by many companies.
In fast food chains in the Philippines, this is where we can see a perfect
example and perfect place where people appreciates bundles. The researchers
want to know if this is because of discounts or the products included in the
bundle that made the consumer attracted. Discount framing can influence the
attractiveness of bundles. The researchers are going to focus on fast foods firms
that are trending all over the country. Bundling is a good strategy for the fast food
chains because in this way, they can improve their sales and get the customers
attention. Also some of the fast food chains use this strategy to improve the sales
of their new product or their old product because putting this in a bundle makes it
more attractive to the consumer.

Background of the Study
Many people are experiencing unsatisfied feelings when they buy a
particular product. Most of us wants a cheaper price for a better and more
product. Especially when it comes to food, no one will prefer to buy each product
one by one, just like the normal scenario and what we do, we always buy a
bundle meal that is just complete for our stomach. Thats why some of the well-
known fast food chains like Mcdonalds, Greenwich, Burger King, Jollibee, and
KFC, offered many choice of bundles. But lets talk about the bigger bundles here
that is good for 4-8 persons that is offered in these fast food chains.
Given these discounted bundles, and all of the products included to that,
do all of the consumers really want whats in there, or they just buy it just
because if they add a little amount of money they can get more products. For
example, In Jollibee bucket meal, 479 is the normal price, 6 pc chicken, 3 rice, 3
drinks, and if you add 20 pesos youll get 4 sundaes. The perception of the
consumers in this is that if they add 20 pesos they have free 4 sundaes because
if they buy each it will cost almost 100 pesos. Every consumer has a different
opinion about a bundled product, if they think they can save from buying it, they
will buy it, and if they see all they want in that particular bundle they will also buy
it, and some will get a bundle that is just perfect for the group.
However, bundled or not there are products that stays for its price no
matter what happen, because this is the way to keep their customer and to
always recognize or also to keep the customary pricing for each products then
when that particular product are put into a bundle, customer will surely get
attracted and immediately think that it is a great deal for them. Also, there is
penetration pricing, this kind of strategy, used by some of the fast food chains in
order to infiltrate the market and be easily gets noticed by people specially in a
place where many fast foods are located and a lot of people is roaming. The best
place for this is in Eastwood, Libis. The researchers want to conduct our survey
here because this place is always visited by many people not just Filipino
Citizens, but also a lot of foreign people. So we have a better chance to know the
different perception and opinion of people about the bundled products that is
being use by the fast food chains and what is it that makes it attractive for them.
To add, Eastwood, Libis is a big open area that many people could visit and
many fast food chains are located.
These are the fast food chains that has a specialty bundles that many people
wants, we are going to set our focus on:
International
Mcdonalds: Its BFF bundles that are good for 3-4 person. This is a new promo
launch by them to attract people and also to promote their new product such
McSpicy, McDouble Deluxe, and BFF Fries.
KFC: Since this fast food chain specialized for chicken, they have a bundle for
chicken called Barrel for 12, 18, and 21. They also have a bundle that includes 8
chickens, 4 rice, 4 drinks and corns.
Burger King: They have bundles for burgers that are for group of 3-5 persons,
depending on the choice. This Bundle includes Heavy-sized burgers, fries, and
drinks.
Local
Jollibee: Jollibee started for Ice Cream franchise called Magnolia, when
Mcdonalds came in, they match their burgers and as the time pass by, people
look for more satisfying and crave-satisfying food, Jollibee started to develop
Fried chickens that cannot be matched by Mcdonalds. So now like KFC, they are
giving the customers a satisfying chicken bundles that is perfect for the family.
Greenwich: Under the company of Jollibee, Greenwich rises for their delicious
cheesy pizzas. Their Barkada Pizza Fiesta bundles is perfect for the whole
barkada and perfectly satisfying.
Our main purpose in this study is to examine the opinion of customers
about what are they basis why they are getting attracted to the bundles that are
offered in different big fast food chains. Every one of them has different reasons
why they are buying these bundles, we want to know what are they looking in a
particular bundle, what they want in that bundle. We also want to inform the
consumer the strategy that is used by the companies to keep their profitability.
Its important to know if the customers know if they are really saving money when
they buy a bundle with a big discount. This attraction can sometimes be justify
with guilt because we are also force to buy the things that we dont want just to
purchased the bundle, but this guilt sometimes gets forgotten because of the
satisfaction brought by the product we really want.

The researchers believe that this research can help us to improve our
marketing strategy to keep the liveliness of our future company. This topic is all
about bundling of products. The researchers chose these 5 fast food chains in
the Philippines (Mcdo, Jollibee, Burger King, KFC, Greenwich) because they are
the biggest or fast food that is favorite of many Filipino. The researchers also
want to know by conducting the survey on how to make a bundle favorable for
the customers that prefers to buy it. With this kind of strategy, we are not only
giving the customer a great discount, you are also saving them time, simplify
customers experience, and easily enhanced the loyalty of the customers to your
brand.










Statement of the problem
Considering the environmental attractiveness prevailing among bundling,
mixed with certain problems confronting countries all over today, the researchers
attempts to assess fast food chains which have successfully attained bundling in
the market. More specifically, the researchers intend to answer the following
questions:
1. How can bundled products attract customers on buying them than a single
item?
a. Purchase intention
b. Effectiveness
c. Package attractiveness
d. Decision making
e. compatibility
2. How can this strategy generate the productivity in order to create value for
customers, to sell more at lower costs and to contract consumer surplus?
a. Availability
b. Satisfaction
c. Pricing
d. Effectiveness
3. How can bundling increase the sales of a certain fast food restaurant?
a. Effectiveness
b. Promotion
c. Attractiveness
Significance of the study
In as much as this research deals with the assessment of fast food chains
that used bundling as their strategy, which include consumer attractiveness,
sales promotion, coupled by problems encountered in attaining bundled products
and the benefits derived after attaining bundled products, the results of this paper
will benefit a number of sectors.
This paper will provide consumer insights on the importance of bundling,
as well as, the reasons that will help them to successfully benefit themselves
when purchasing a bundled product. Also, can be a guide for their decision
making.
Second, this study will enlighten management and employees on the
business implications of bundling thus emphasizing efficiency when consequently
implies maximum profitability, enhanced promotion and good compatibility.
Lastly, the findings of this research paper can used by other researchers
as a source of secondary data in their respective future related researches or
studies.

Scope and Limitations of the Study

This research study deals with an assessment of Fastfood Chain
companies, more specifically, of five companies such as, Mcdonalds, Jollibee,
Greenwhich, KFC, and Burger King which have created a new brand strategy or
way of selling their products to the market in terms of Bundling each different
product variants. Furthermore, this study will include thirty respondents who will
answer an ideal set of questionnaires for the said study. The questionnaire will
be distributed by the researchers themselves.
Thus, this research study will discuss the status of the progress pertaining
in selling bundled products with reference to the reasons for knowing how it
many consumers can be attracted by those bundled products.
And lastly, this study will be only focusing to those five fastfood chains
which is located at the streets of Eastwood City, Libis in Quezon, City.