The effect of product sampling and couponing on purchase behaviour: some empirical evidence
Dalton McGuinness, Mike Brennan and Philip Gendall
This article reports the results of three experiments that assessed the performance of mail-drop product samples, discount coupons and cashbacks among non-users of three consumer products: liquid detergent, instant coffee and children's toothpaste. For each product, households were assigned to one of four treatment groups: sample plus discount coupon or cashback; sample only; discount coupon or cashback only, and a control group (no promotion). Treatments which included samples achieved significantly higher purchase rates than treatments...