The effect of product sampling on product trial, purchase and conversion
Dalton McGuinness,Philip Gendall and Stephen Mathew
Although several claims have been made about the effectiveness of product sampling as a sales promotion technique, there is relatively little published research in support of these claims. A study of 433 New Zealand household grocery shoppers examined the sampling of three newly-launched brands of toothpaste, shampoo, and dishwashing liquid. The rates of sample trial measured were considerably higher than those commonly reported in the literature, but purchase and conversion rates were somewhat lower. There was little evidence that...