An evaluation of product bundling strategies on sales performance: Evidence from a consumer electronics firm in Kaduna, Nigeria
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Background of the study
Product bundling is a marketing strategy that involves selling multiple products together as a package deal, often at a discounted rate. In Kaduna, a consumer electronics firm has adopted bundling strategies to increase sales performance and enhance customer value. By combining complementary products—such as pairing smartphones with accessories—the firm aims to offer a comprehensive solution to consumers while encouraging higher purchase volumes (Ibrahim, 2023). Research suggests that bundling can lead to increased revenue and improved customer satisfaction, as consumers perceive greater value in the bundled offering (Adeleke, 2024). The strategy is supported by targeted promotions and digital marketing campaigns that emphasize the cost savings and convenience of bundled products. However, the effectiveness of bundling in driving sales performance, particularly in the competitive consumer electronics market, requires further exploration. This study investigates how product bundling influences sales performance by analyzing sales data, consumer feedback, and market trends in Kaduna (Chukwu, 2025).
Statement of the problem
Although product bundling strategies are widely implemented, their direct impact on sales performance in the consumer electronics sector remains unclear. Consumers may be attracted to bundle offers, but if the bundled products are not well-aligned with their needs, the expected increase in sales may not materialize (Ibrahim, 2023). Additionally, the competitive environment and pricing pressures may dilute the perceived value of bundles (Adeleke, 2024). This study aims to address these issues by evaluating the relationship between product bundling and sales performance, providing insights into the factors that drive successful bundling strategies in the electronics market (Chukwu, 2025).
Objectives of the study:
To assess the impact of product bundling on sales performance.
To identify key elements of successful bundling strategies.
To recommend improvements for bundling tactics in consumer electronics.
Research questions:
How do product bundling strategies affect sales performance in consumer electronics?
Which elements of bundling are most valued by consumers?
How can bundling strategies be optimized to boost sales?
Significance of the study
This study is significant as it provides insights into the effectiveness of product bundling strategies in enhancing sales performance. The findings will assist consumer electronics firms in Kaduna to refine their bundling approaches and improve revenue generation. The research contributes to academic literature on bundling and offers practical recommendations for optimizing product packages in competitive markets (Adeleke, 2024).
Scope and limitations of the study:
The study focuses on a single consumer electronics firm in Kaduna, Nigeria, and the results may not be applicable to other sectors or regions.
Definitions of terms:
Product Bundling: The strategy of selling multiple products together as a combined offer.
Sales Performance: The measurable outcomes of sales activities, such as revenue and units sold.
Consumer Electronics Firm: A company that manufactures and markets electronic devices.
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