Role of Price Bundling and Price Optimisation in Maximising Profits: An Empirical Study in the Context of FMCG Industry in India

Price bundling, price optimization, consumer buying behavior, pricing strategy, profit maximization

Price bundling and Price optimisation has appeared as a significant strategic tool for improving profitability in the FMGC sector in India. In an increasingly competitive and price-sensitive market environment, Indian FMGC companies are adopting innovative price mechanisms to influence consumer purchase behavior, improve sales volume, and maximise overall revenue. Price bundling involves offering multiple products together at a combined discounted price, encourage higher consumption, enhance perceived value, and increase customer retention. Simultaneously, price optimization enables firms to determine the most profitable price points by analysing demand patterns, customer preferences, competition, and market dynamics. This empirical study examines the role of price bundling and price optimization in maximization of profit. The focus is on understanding consumer response towards bundled offers, promotional pricing, and value perceptions across different FMCG categories. It is concluded that integrating price bundling with effective price optimization strategies significantly enhances sales performance, customer satisfaction, and organizational profitability in FMGC industry. A sample of 337 was collected to find the result of the study. The factors studying the Role of Price Bundling and Price Optimisation in Maximising Profits are Price Bundling Effectiveness, Price Optimization Strategy, Profitability and Sales Growth and Customer Satisfaction and Loyalty. The study concludes that there is significant impact of price bundling and price optimisation on maximising profits.