Study on the Tasting of Distributors

Purpose: Research on the mechanism by which tasting affects the purchase of related products and related products is still insufficient. Therefore, it is necessary to make good use of marketing practically how tasting affects taste and leads to consumption behavior. Research design, data and methodology: First, we provide tasting sampling for people with different impulsive purchasing tendencies and check whether this leads to purchasing behavior in the future. Second, it is necessary to measure ‘face (or notion of courtesy)’, which is a characteristic of Koreans, as a moderating variable for the effect of sampling. Third, it is proposed to look at how the effect of sampling appears differently over time. Results: First, it is necessary to pay attention to the factors influencing the sampling effect in the product group that cannot produce a tasting situation such as general food or beverage. Second, research results may not apply to all actual marketing. Conclusions: This study is judged to have contributed to resolving the question of whether the distribution store's tasting promotion is more effective and lasts longer than other promotions. It also suggested the possibility that the effect of tasting could be changed depending on whether the amount of tasting was limited or the subjects of tasting.

keywords: Tasting, Sense of Taste, Sampling, Face, Promotion

참고문헌

Biswas, D., Grewal, D., & Roggeveen, A. (2010). How the order of sampled experiential products affects choice. Journal of Marketing Research, 47(3), 508–519.

Brown, P., & Levison, S. (1987). Politeness: Some Universals in Languages, Cambridge University Press, p. 52.

Cabanac, M. (1979). Sensory pleasure. The Quarterly Review of Biology, 54(1), 1-29.

Fedoroff, I. D., Polivy, J., & Herman, C. P. (1997). The effect of pre-exposure to food cues on the eating behavior of restrained and unrestrained eaters. Appetite, 28(1), 33-47.

Gerlich, R. N., Browning, L., & Westermann, L. (2011). Consumer Utilization of an Advertising Stimulus: The Effect of Peel’n Taste Marketing System on Customer Attitudes, Product Feelings and Likelihood of Purchase. Academy of Marketing Studies Journal, 15(2), 103.

Heilman, C., Lakishyk, K., & Radas, S. (2011). An empirical investigation of in‐store sampling promotions. British Food Journal, 113(10), 1252-1266.

Kirk-Smith, M.D. (1994). Cultural and Olfactory Communication. in Ethological Roots of Culture, R. Allen Gardner et al., eds., Boston: Kluwer, 385-406.

Krishna, A. (2012). An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment, and Behavior. Journal of Consumer Psychology, 22(3), 332-351.

Lammers, H. B. (1991). The effect of free samples on immediate consumer purchase. Journal of Consumer Marketing, 8(2), 31-37.

10.

Nowlis, S., & Shiv, B. (2005). The Influence of Consumer Distractions on the Effectiveness of Food-Sampling Programs. Journal of Marketing Research, 42(2), 157-168.

11.

Peattie, S. (1998). Promotional competitions as a marketing tool in food retailing. British Food Journal, 100(6), 286-294.

12.

Rexha, D., Mizerski, K., & Mizerski, D. (2010). The effect of availability, point of purchase advertising, and sampling on children's first independent food purchases. Journal of Promotion Management, 16(3), 148-166.

13.

Shapiro, S., & Spence, M. T. (2002). Factors affecting encoding, retrieval, and alignment of sensory attributes in a memory-based brand choice task. Journal of Consumer Research 28(4), 603-617.

14.

Shiv, B., & Nowlis, S. M. (2004). The effect of distractions while tasting a food sample: The interplay of informational and affective components in subsequent choice. Journal of Consumer Research, 31(3), 599-608.

15.

Steinberg, S. A., & Yalch, R. F. (1978). When eating begets buying: The effects of food samples on obese and nonobese shoppers. Journal of Consumer Research, 4(4), 243-246.

16.

Tal, A., & Wansink, B. (2015). An apple a day brings more apples your way: Healthy samples prime healthier choices. Psychology & Marketing, 32(5), 575-584.

17.

Troye, S. V., & Supphellen, M. (2012). Consumer Participation in Coproduction: "I Made It Myself" Effects on Consumers` Sensory Perceptions and Evaluations of Outcome and Input Product. Journal of Marketing, 76(2), 33-46.

18.

Vlachvei, A., Notta, O., & Ananiadis, I. (2009). Does advertising matter? An application to the Greek wine industry. British Food Journal, 111(7), 686-698.

19.

Wadhwa, M., Shiv, B., & Nowlis, S. M. (2008). A bite to whet the reward appetite: The influence of sampling on reward-seeking behaviors. Journal of Marketing Research, 45(4), 403-413.

바로가기메뉴

논문 상세

Vol.8 No.3

Study on the Tasting of Distributors

Study on the Tasting of Distributors

Abstract

참고문헌

동아시아경상학회지