The bundling of multiple products or components at a set price has become a popular marketing strategy. As it offers numerous advantages to retailers and manufacturers, bundling is more and more used in mass marketing. Nevertheless, till now, no research has focused on its efficiency. This study has been conducted to identify the relative efficiency of virtual bundles compared to real bundles from the consumer’s point of view. The main objective is to compare the perceived benefits, costs and interest towards a bundle depending on its implementation (virtual or real) for a constant economic value with an inter-subjects experimentation framework. The samples chosen for the study is the respondents who consumed the FMCG products in an around of Chidambaram town. The samples were selected based on convenient sampling methods. The research findings suggest that consumers associate virtual bundles with higher economic benefit but also with cognitive costs.
