The Impact of Price Bundling Capability on Marketing Performance: The Mediating Role of Price Value Offering—A Case Study of Tasty Burger in Wuhan

Abstract

This study investigates the relationship between price bundling capability and marketing performance, with a focus on the mediating effect of price value offering in China’s fast-food industry. Taking Tasty Burger, a local chain in Wuhan, as the research object, a quantitative descriptive design was adopted. A structured questionnaire was distributed to 390 consumers across 151 outlets in 13 administrative districts of Wuhan. Data were analyzed using principal component analysis, mediation regression analysis, and structural equation modeling (SEM). Results show that Tasty Burger’s price bundling capability (encompassing Appeal, Value, and Choice dimensions) and price value offering (including Perceived Value and Purchase Loyalty) are highly recognized by consumers, with mean scores exceeding 6.0 on a 7-point scale. Marketing performance (Brand Awareness & Communication, Customer Loyalty & Engagement) also achieves a “Very Good” rating (mean = 6.33). SEM confirms that price value offering plays a significant partial mediating role in the relationship between price bundling capability and marketing performance (β = 0.587, p < 0.001). This study enriches the theoretical framework of pricing strategy and provides practical implications for fast-food enterprises to optimize bundle design, strengthen value communication, and enhance marketing performance.