engleski

An Empirical Investigation of In-Store Sampling Promotions

This paper investigates the impact of in-store sample promotions of food products on consumer trial and purchasing behavior. We investigate differences in the trial rate for free samples across different products and consumer types, as well as the impact of sampling on product and category purchase incidence. The results of our study are relevant for retailers and manufacturers who invest in in-store free sample promotions. We use data from a field study, which leveraged an actual free-sample program implemented by a US grocery store chain. Data was collected on six different products promoted by in-store free samples over six different weekends. The data collected included consumers’ trial and purchasing behavior with respect to the free sample, as well as their attitudes towards the free sample that day and free sample promotions in general. We find that free sampling is very effective in inducing trial, especially among lower educated consumers. For consumers who were planning to buy the product in promoted category, free sampling can encourage switching from the planned to the promoted brand. For consumers who did not have such previous plans, free sampling can “draw“ them into the category and encourage category purchase. Samplers’ interactions with the person distributing the sample or with other samplers at the scene also seem to boost post-sample purchase incidence.

in-store samples; point-of-purchase promotions; trial behavior; purchase incidence

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