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The effect of free samples on immediate consumer purchase

The effect of free samples on immediate consumer purchase Examines the practice and marketing consequences of giving out freefood samples. Reports on a study, taken over a period of three days, ofcustomers who entered a wellestablished, tenyearold chocolate storein a major suburban shopping mall, who received a free sample ofchocolate. Shows that sampling immediately increased the sale ofchocolates. Cautions that this positive effect was restricted to smallpurchases and to the purchase of chocolate varieties other than thevariety sampled. Discusses the implications of the findings formarketing management and for consumer behaviour theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

The effect of free samples on immediate consumer purchase

Journal of Consumer Marketing , Volume 8 (2): 7 – Feb 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110034992
Publisher site
See Article on Publisher Site

Abstract

Examines the practice and marketing consequences of giving out freefood samples. Reports on a study, taken over a period of three days, ofcustomers who entered a wellestablished, tenyearold chocolate storein a major suburban shopping mall, who received a free sample ofchocolate. Shows that sampling immediately increased the sale ofchocolates. Cautions that this positive effect was restricted to smallpurchases and to the purchase of chocolate varieties other than thevariety sampled. Discusses the implications of the findings formarketing management and for consumer behaviour theory.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1991

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