Abstract:

The product set can be defined as the sale of two or more products at a price lower than the total list price by pricing as a single product. One of the methods that food and beverage use today to increase sales is the menu they have prepared with the method of product set. The purpose of this study is to determine the effect of the menus offered to customers by the product set method on the customer's purchasing preferences. For this purpose, the survey technique was used from quantum data collection methods. The data was collected through the survey form from 418 people on the online platform. The data obtained was analyzed in a computer environment, subjected to statistical analysis. The findings show that the menus they have prepared by food and beverage companies using the product set method causes the purchasing preferences of the researchers to change. Moreover, half of participants are changing their purchasing preferences after reviewing the menu prepared by the product set method, most of these changes are in the direction of increasing sales.

Keywords: