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Tags: CIUCIU DORIANA , VLAD BURTAVERDE , MIHAELA CHRAIF , buying decision , free samples , consumer perception , informed consumer

 

THE EFFECT OF SAMPLE OFFERING ON THE SALE PROCESS

CIUCIU DORIANA, VLAD BURTAVERDE, MIHAELA CHRAIF

University of Bucharest, Faculty of Psychology and Educational Sciences

 

Abstract

Studies and research in consumer psychology shows that of providing free samples increases the likelihood of making a purchase decision (Bawa & Shoemaker, 2004). The research aims to study the effects of free samples on buying decision. Method: Participants are a number of 83 women aged between 16 and 55 years. Applied instruments: buying interest investigation questionnaire (CIIC) Ciuciu, 2012), consisting of 13 items with Likert scale from 1 (very rare) to 6 (daily). Results: There are statistically significant differences between groups by subject (informed or uninformed) to item N2 (p = 0.013 <0.05), item N7 (p < 0.01), item N8 (p = 0.023 <0.05) and N13 (p = 0.41 <0.05). The results of applying Maan Whitney test shows that there is a significant difference between the two groups of participants in research items: I2, I7, I8 and I13. Specifically, research has shown that information on receiving a gift when buying a product greatly increases its chances of being sold. Conclusions: In this sense, research shows that information on receiving a gift when buying a product greatly increases its chances of being sold. As a continuation of this work it would be interesting to see the difference between the degree of influence of men and women.

 Keywords: buying decision, free samples, consumer perception, informed consumer.


This article can be cited as:

5. D. Ciuciu & V. Burtăverde & M. Chraif  (2012). The effect of sample offering on the sale process. Romanian  Journal of Experimental Applied Psychology, vol. 3, no.3, pp. 29-38, 2012. 


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