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The effectiveness of offering food samples to increase purchase involvement in supermarket settings

Author

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  • Dario Dunković

    (Faculty of Economics and Business, University of Zagreb)

Abstract

This study contributes to researching and strengthening the role of the concept of purchase decision involvement in the management decision processes. The results of the study provide information on how to boost sales innovation in supermarkets and which product categories to choose in order to encourage shopper involvement and improve customer loyalty. Products included in the survey are items usually found in the shopping basket of today’s consumers that have been assessed as important items of store promotions in several national retail markets in Europe. It is important to discuss how to accommodate the costs arising from new operations and how this would reflect on other operations and merchandise categories. The study examines consumer attitudes in the context of the Southeast European market. The paper suggests that offering food samples moderately affects the level of consumer purchase involvement. The results for all three categories of food included in the empirical study show that providing grocery store shoppers with an opportunity to taste food while they are shopping is an effective way to change their attitudes. The proposed hypotheses were confirmed.

Suggested Citation

  • Dario Dunković, 2016. "The effectiveness of offering food samples to increase purchase involvement in supermarket settings," EFZG Working Papers Series 1604, Faculty of Economics and Business, University of Zagreb.
    • Handle: RePEc:zag:wpaper:1604
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    File URL: http://web.efzg.hr/repec/pdf/Clanak%2016-04.pdf
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    4. Cox, Anthony D. & Cox, Dena & Anderson, Ronald D., 2005. "Reassessing the pleasures of store shopping," Journal of Business Research, Elsevier, vol. 58(3), pages 250-259, March.
    5. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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    Cited by:

    1. Klaus G. Grunert & Yanfeng Zhou & Marija Banovic & Natascha Loebnitz, 2021. "Supermarket competence in emergent markets: Conceptualization, measurement, effects, and policy implications," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1633-1659, December.

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    More about this item

    Keywords

    consumer purchase involvement; food samples; store;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis

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