The Effect of Set Menus on Beverage Purchasing Intention as a Product Bundling Method in Food and Beverage Businesses
The Effect of Set Menus on Beverage Purchasing Intention as a Product Bundling Method in Food and Beverage Businesses

Summary/Abstract: In contemporary markets where online food ordering has become increasingly dominant, food and beverage (F&B) businesses rely on a variety of sales promotion tools to enhance profitability. Among these methods, product bundling—commonly operationalized as set menus—has become a strategically significant practice. This study examines how the perceived value derived from set menus influences consumers’ intention to purchase beverages in F&B establishments. The constructs “Perceived Value” and “Purchase Intention” were adapted from Kwon and Jang’s (2011) scale and measured using a five-point Likert scale. Data were collected via an online survey, resulting in 556 valid responses. Findings reveal that 72% of participants who initially chose a beverage from an à la carte menu also continued to include a beverage when presented with set menus. Notably, 51% of those who did not initially select a beverage added one when offered a set menu option. Moreover, perceived transaction value and perceived acquisition value were positively associated, and both significantly enhanced purchase intention. Overall, the results demonstrate that set menus elevate perceived value and substantially strengthen consumers’ beverage purchase intentions, underscoring their effectiveness as a sales promotion strategy for F&B businesses.

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