Impact of Gender, Age and Income on Consumers' Purchasing Responsiveness to Free-Product Samples

Abstract

This study is aimed at exploring the impact of gender, age, and household income on consumers’ purchasing responsiveness to free-product samples that are given to them at retail grocery stores in Riyadh. The findings demonstrated that consumers’ purchasing responsiveness to free-product samples accounted for 67% on the five-point measuring scale. With regard to demographics, younger and female consumers were more responsive to free-product samples, whereas different income groups had no significant differences in this respect. Accordingly, the study recommended marketing managers to: pay more attention to free-product samples as an important promotional incentive; to exert efforts in doing further applied market research to identify locations to which female and young shoppers are attracted, and to target them with free-product samples.

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