KOREASCHOLAR

SAMPLING PROMOTIONS WHEN LAUNCHING A NEW PRODUCT: THE INTERNAL AND EXTERNAL EFFECTS

Atsuko Inoue
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271850
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
p.1658
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines the effects of sampling promotion of a new product in terms of the purchase and WOM. Existing users of the category and related category which the new product were introduced tend to purchase it, compare to non-users. Consumers who knew about the new product before receiving the sample tend to engage into WOM

Keyword
WOMPromoteConsumerPurchase intentionNew product
Author
  • Atsuko Inoue(Seikei University)