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 incr

Schultz, D.E. & Robinson, W.A. (1982). Chicago, Illinois: Cram Communications Inc.