A CONSUMER PERCEPTUAL STUDY OF FREE SAMPLE USAGE (TEST MARKETING) INFLUENCING BUYING BEHAVIOUR WITH COSMETIC PRODUCT CATEGORIES
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Date
2021-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UHF,NAUNI
Abstract
Abstract
The concerned study is mainly focusing upon the consumer perception in reference to
the usage of free sample largely known as test marketing further influencing the buying
behavior specifically in the cosmetics product category. The study has identified the
effectiveness of free samples distributed by the cosmetics company. In order to increase the
demand further it would identify the key factors affecting the buying pattern on account of
few sample usage. Moreover, study would also attempt to analyze consumer perception. In
reference to the sample product. Further it would also highlight various constraints and
problems associated with the test market and above it would intend to seek the consumer
opinion on improving the best utilities of such sample base marketing techniques of the
cosmetic company. As consumer perception mainly intends to bring out opinion awareness
and varied inclination of consumers at large over different product categories. Further it is
evident that test marketing is one of the best ways to identify how the consumer responds to
different product categories before they actually go for a real buyer. This study has
highlighted various insights of consumers in reference to buying behavior and their
perception level on the basis of using the product samples of cosmetic product categories.