tailieunhanh - The Effect of In-store Sampling on the Sale of Food Products

In 1969 a wider definition of marketing was articulated (Kotler & Levy 1969) and this was further extended by Kotler in 1972. Kotler and Levy argued for a dramatically broadened conceptual domain for marketing from the business activity it had hitherto been, to "a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap and steel" (Kotler & Levy 1969, p10). Kotler and Levy felt the business heritage of marketing provided a useful set of concepts for guiding all organisations whether profit oriented or not and whether involved in marketing toothpaste or persons and ideas. In. | Marketing Bulletin 1990 1 1-6 Article 1 The Effect of In-store Sampling on the Sale of Food Products Michelle Lawson Dalton McGuinness and Don Esslemont The effect of in-store sampling promotions was monitored for six products in a large modern supermarket. During the promotions sales of the products concerned rose very substantially. This was offset to some extent by a decline in sales in the weeks following the demonstration. Sales of competing products fell slightly during the promotions typically by around 10 . The direct costs of holding a sampling demonstration excluding costs of managerial staff time and of the product used in the demonstration were generally found to exceed the immediate increase in net sales revenue during the event. It was not possible to estimate the value of any long-term benefit there may have been from increasing product awareness. Keywords sales promotion product trial Introduction A recent review of the published literature McGuinness 1988 found claims that in-store sampling in the USA frequently resulted in sales five to l0 times higher than before promotions. At the conclusion of sampling sales figures were believed to remain above the base level for up to 12 weeks. There was however little reported empirical research to support these claims. In-store sampling has recently become popular in New Zealand. Although the potential benefits of in-store sampling are well known companies are usually reluctant to provide information which would enable the merits of this promotional technique to be assessed dispassionately. This paper reports on a small-scale investigation into the effect of in-store sampling on the sale of food products within New Zealand. The objectives of the study were 1. To investigate the influence of in-store sampling on product sales both during and after the promotion 2. To analyse the effect of in-store sampling on the sales of key competitors and 3. To compare the financial benefits of in-store product sampling .

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