Effect of Base Service Tariff Structure on Purchase of Add-On Services

How does the tariff structure for a core product/service influence the sequential purchase decisions (viz., upgrades, add-ons etc.)? In this paper, we investigate effect of a) base service tariff structure, b) degree of complementarity, and c) launch timing on the add-on purchase likelihood, for access-based services.


Aruna Tatavarthy and Sreelata Jonnalagedda (2018) ,"Effect of Base Service Tariff Structure on Purchase of Add-On Services", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 27-28.


Aruna Tatavarthy, Indian Institute of Management Ahmedabad, India
Sreelata Jonnalagedda, Indian Institute of Management Bangalore, India


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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