search query: @author Gendall, P. / total: 6
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| Author: | McGuinness, D. Brennan, M. Gendall, P. |
| Title: | An empirical test of product sampling and couponing |
| Journal: | Journal of the Market Research Society
1995 : APR, VOL. 37:2, p. 159-170 |
| Index terms: | EMPIRICAL RESEARCH TESTS PRODUCTS |
| Language: | eng |
| Abstract: | 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 empirically. This paper reports the results of a study that examined the effectiveness of mail-drop product samples and coupons as means of promoting trial behaviour among non-users of three products. The results indicated that samples and coupons encourage more trial when delivered in combination than when delivered separately. |
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