Bundling of telecom offerings: An Empirical Investigation in the Turkish market

• Offering bundle packages in the Turkish market is challenging.
• We investigate current preferences and intent of consumers for telecom bundles.
• Findings suggest consumers prefer bundle in a single-bill without discount.
• In addition, socio-demographic factors influence consumers’ purchase of bundles.

Bundling has become a popular marketing strategy in the telecommunication sector as telecom service providers all over the world have been offering various bundle types in order to increase customer loyalty and revenues. Yet our knowledge of exactly which profile of consumers reacts to bundles of service providers, and whether they would like to purchase bundle without explicit discount information, is limited. These two research questions are addressed in the present article. We examine current bundle choices and future intent of consumers through an empirical investigation, in the context of the Turkish market, one of the most dynamic and sizeable telecom sectors in the world. We build upon the extant theoretical work with empirical evidence, especially in the context of the heavily regulated Turkish market. Findings of this study can assist service providers develop and implement business strategies to expand the subscriber base.