Natural Foods Merchandiser

Sampling works

A new study shows that sampling is effective: 33 percent of customers who try a sample buy it in that shopping trip; 58 percent said they would buy it in the future.

The Product Sampling Study, conducted by research firm Arbitron earlier this year and released in October, analyzed the shopping habits of 1,857 people age 12 or older. Researchers found that product sampling successfully reaches 70 million consumers every quarter, and encourages 47 percent of people who had previously never heard of a product to buy that product in the future.

Natural Foods Merchandiser volume XXVIII/number 11/p.

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