The Effect of Product Sampling on Product Trial, Purchase and Conversion

Abstract

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 product sampling had any influence on conversion to the sampled brands, except when recipients actually used the samples or subsequently purchased the sampled brands as a result of trial. Overall, the samples were not accurately distributed to the brands' most likely prospects, although selective distribution was found to be a worthwhile objective because members of each target market tended to respond well to sampling.