Critical Factors and Their Relationship Affecting Bundling Practices in Indian Retail Industries: An AHP Approach

The advancement in technology has enabled sellers to discriminate based on customer-revealed purchasing intention. Sellers can now track the things purchased by buyers using various new technologies like sensors and RFID tags, and with this, there are new challenges in the implementation of bundling. To use this data, see what this new perceivability means for evaluating and market results. A detailed critical review was carried out on product bundling and their practices across the world in different markets. On the basis of our review of literature, it can be concluded that there are certain factors that are significantly more important than others. In this study, observations are made on how different factors compare to each other, and which should be prioritized. Information quality for the relevant bundling as per the market requirements is the most critical factor and transportation, while significant, is the least important.