Arbitron 'Product Sampling Study'

Introduction and MethodologyWelcome to the Arbitron Product Sampling Study. The goal of the study is to evaluate theeffectiveness of product sampling as a marketing and sales tool. The study demonstrates productsampling reach and composition, measures consumer engagement with product sampling andestimates product sampling influence on the short- and long-term lift in sales. The study alsodiscusses product sampling as a marketing strategy for acquiring new customers, growing productmarket share and building loyalty among existing customers.Arbitron, in conjunction with Edison Media Research, conducted a total of 1,857 telephoneinterviews, from January 18 to February 15, 2008, with respondents aged 12 and older chosen atrandom from a national sample of Arbitron's Fall 2007 survey diarykeepers. In certain geographicareas where a sample of Arbitron diarykeepers was not available (representing eight percent of thenational population), a supplemental sample was interviewed through random digit dialing.Significant HighlightsProduct sampling reaches a large audience. Nearly three in 10 people are offered a sample atleast once every three months. Product sampling reaches 70 million consumers aged 12 and olderevery quarter. Product sampling is undeniably engaging as a marketing method. About two of every threeconsumers accept product samples. Sampling offers a same-day sales lift. More than one-third of consumers who try a sample buythe sampled product during the same shopping trip. Product sampling goes beyond same-day sales lift by creating a strong impact on futurepurchases. More than half of people who sample a product plan to buy it in the future. Product sampling effectively acquires consumers who are not familiar with a product. Morethan a quarter of consumers who have never heard of a product buy it right after sampling it.Almost half of consumers who have never heard of a product plan to buy it in the future aftersampling it. Product sampling persuades consumers to buy products they heard of but never boughtbefore. More than a quarter of consumers who have heard of a product but never bought it end upbuying it right after sampling it. Six in 10 consumers who have heard of a product but neverbought it plan to buy it in the future after sampling it. Sampling retains customers and builds brand loyalty. Almost a third of consumers whobought a product before buy it again right after sampling it. Almost nine in 10 consumers whobought a product before plan to buy it again in the future after sampling it.

Arbitron 'Product Sampling Study'

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