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The effect of free samples on immediate consumer purchase

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1991

Abstract

Examines the practice and marketing consequences of giving out free food samples. Reports on a study, taken over a period of three days, of customers who entered a well‐established, ten‐year‐old chocolate store in a major suburban shopping mall, who received a free sample of chocolate. Shows that sampling immediately increased the sale of chocolates. Cautions that this positive effect was restricted to small purchases and to the purchase of chocolate varieties other than the variety sampled. Discusses the implications of the findings for marketing management and for consumer behaviour theory.

Keywords

Citation

Lammers, H.B. (1991), "The effect of free samples on immediate consumer purchase", Journal of Consumer Marketing, Vol. 8 No. 2, pp. 31-37. https://doi.org/10.1108/07363769110034992

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited