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...