An experiential investigation on product sampling in retail stores

Abstract

In-store product sampling is one of the most effective sales promotion tools by creating an impulsive urge to buy and interacting with the potential consumers at the point of purchase; however, it remains an understudied area for the academy. This study aims to investigate the difference in the purchase decision of the demographic/behavioral variables such as previous experience, gender, and age groups. In addition, the effects of in-store product sampling on sales are also examined. The findings demonstrated that the significant difference in purchase decisions is only between age groups. Furthermore, it is observed that the sales volume of the sampled product increased 10.8 times during the research week; however, the effect has not lasted long. © 2022, IGI Global.