bundeling

Bundeling is the practice of grouping two or more goods or services and offering them as a single package. The term is used in various fields such as marketing, software, telecommunications, and media, and appears in both Dutch and English language contexts. Bundling aims to create value for buyers by simplifying choices or lowering effective prices, while allowing sellers to increase perceived usefulness and manage inventory.

Bundling can take several forms. Pure bundling occurs when consumers must buy the bundle to obtain any of the included items; mixed bundling offers the bundle alongside the option to buy items separately. Common examples include television service bundles that combine internet, phone, and TV, software suites that include multiple programs, or hardware bundles that pair a device with accessories.

Economists model bundling to capture economies of scope, reduce search costs, and practice price discrimination across consumer segments. Benefits for consumers include lower total prices or increased convenience; drawbacks include reduced choice or forced purchases if a consumer values only part of the bundle. Bundling can also help with market entry by creating attractive packages for new customers.

Regulation varies by jurisdiction. Bundling can raise antitrust concerns when it forecloses competition or compels customers to accept a package they do not want (tying or exclusive dealing). In many cases, regulators assess whether the bundle enhances welfare or harms competition. Transparency and clear pricing are commonly recommended to protect consumers.

See also: bundling in economics, cross-selling, price discrimination, tying, unbundling.