An Empirical Test of Product Sampling and Couponing

Sales promotion techniques such as product sampling and couponing are widely believed to encourage trial among non-users but few published studies have verified this belief empirically.
  

An Empirical Test of Product Sampling and Couponing

Dalton McGuinness, Mike Brennan and  Philip Gendall Massey University, Palmerston North, New Zealand

Introduction

Generating product trial among non-users of a product is an important marketing objective. It is widely considered to be an important first step towards inducing purchase behaviour, based on the assumption that a favourable trial experience will increase consumers likelihood of purchasing the promoted product (Belch & Belch 1990).

Directly encouraging trial is considered especially important in increasing the penetration rate of new products, where the rate of trial would...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands