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Impact of free sampling on product diffusion based on Bass model

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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.

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Acknowledgements

Supported by National Natural Science Foundation of China (71502132), Natural Science Basic Research Plan in Shaanxi Province of China (Program No. 2015JQ7274), and supported by “the Fundamental Research Funds for the Central Universities” (JB150603).

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Authors and Affiliations

  1. School of Economics and Management, Northwest University, Xi’an, 710127, China

    Yanqing Han

  2. School of Economics and Management, Xidian University, Xi’an, 710126, China

    Zongming Zhang

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  1. Yanqing Han
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Correspondence to Zongming Zhang.

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Han, Y., Zhang, Z. Impact of free sampling on product diffusion based on Bass model. Electron Commer Res 18, 125–141 (2018). https://doi.org/10.1007/s10660-017-9264-9

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  • DOI: https://doi.org/10.1007/s10660-017-9264-9

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