In-Store Sampling Unique Market Penetration Strategy for Consumer Goods

OLADIPO Olubukola Jacob¹ , ARUWAJI Akinola Michael²

Section:Research Paper, Product Type: Journal-Paper
Vol.9 , Issue.3 , pp.1-7, Sep-2021

Online published on Sep 30, 2021

Copyright © OLADIPO Olubukola Jacob, ARUWAJI Akinola Michael . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
The study examined in-store sampling as a unique penetration strategy for consumer goods. Four hundred and forty-four customers’ opinions were sought for the period of six weeks in different outlets located across the study area through survey. In the process of collecting the data, the study leverage the in-store sampling program implemented in the outlets with the help of the director of the program and outlet managers. ANOVA test analysis was used to test the differences between the groups. Descriptive statistics and probit regression models were used to analyze the responses. Results revealed fifty percent, twenty seven percent, thirteen percent, fifteen percent, and tree percent of respondents prefer in-store sampling as a penetration strategy, sales promotion, advertisement, direct marketing, and publicity respectively. Chi-square test established that in-store sampling and consumer buying behavior have a positive relationship at zero point zero two percent. In-store sampling is the most preferred promotional technique for a new consumer product.

Key-Words / Index Term :
In -store sampling, marketing communication, strategy, consumers, buying behavior

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