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Impact of free sampling on product diffusion based on Bass model

Author

Listed:
  • Yanqing Han

    (Northwest University)

  • Zongming Zhang

    (Xidian University)

Abstract

Free sampling is an important marketing tool to promote product information diffusion and enhance sales. Based on customer preference and enterprise pricing strategy, the work used Bass model to analyze the effect of free sampling on product diffusion. There were three questions to be explored, including the quantity, opportunity and effect of sampling. Research shows that enterprises should select different sampling levels according to different pricing strategies and product types. Skimming pricing has the highest optimal sampling level; fixed pricing takes second place; penetration pricing is the lowest. Digital product has higher optimal sampling level than physical product. It is never too early for the enterprise to select free sampling. Moderate sampling can increase the expected return on the business. Product diffusion is promoted to achieve peak sales more quickly. Digital product has better sampling effect than physical product.

Suggested Citation

  • Yanqing Han & Zongming Zhang, 2018. "Impact of free sampling on product diffusion based on Bass model," Electronic Commerce Research, Springer, vol. 18(1), pages 125-141, March.
    • Handle: RePEc:spr:elcore:v:18:y:2018:i:1:d:10.1007_s10660-017-9264-9
    DOI: 10.1007/s10660-017-9264-9
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    References listed on IDEAS

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