| Tekijä: | McGuinness, D. Brennan, M. Gendall, P. |
| Otsikko: | An empirical test of product sampling and couponing |
| Lehti: | Journal of the Market Research Society
1995 : APR, VOL. 37:2, p. 159-170 |
| Asiasana: | EMPIRICAL RESEARCH TESTS PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA