Exploring the effectiveness of using free sampling on enhancing brand awareness in packed-food products in Ho Chi Minh City
Abstract
Vietnam economic has risen in recent years, which leads to a high living condition.
Citizens‟ demand also increased, especially the needs of eating and drinking. With the
dynamic lifestyle, the food should bring some characteristics that meet the need of good
taste, full nutrition, convenience to enjoy, easy buying and cheap price. Those features
are the specific characteristics of packaged food, and this kind of market is developing in
Vietnam in general, and in Ho Chi Minh City in particular.
This type of product should go along with free sampling event – as a type of marketing,
to increased the Brand Awareness of customer and also fasten the sales of new launch
product. This Study is conducted to investigate the effectiveness of using free packaged
food sampling to increase brand awareness in Ho Chi Minh City market.
This research has the Literature review involved in Free Sampling Definition, Sale
Promotion and Brand Awareness Theories to provide the hypotheses for the conceptual
model. This model has 4 independent variables which influence one variable that is
Brand Awareness.
After collecting 202 responses through questionnaires, with SPPSS version 20 software,
the results has showed that Willing to Try free Sampling, Favorable Location of
Sampling Event, Promotional Activities when buying, and Sampling event can Create a
Buzz, which all have the positive relationship to Brand Awareness.
Much as there are some limitations such as sample population and questionnaires, this
research is hoped to contribute implications for further study when research about the
marketing strategy for new launch packaged food products.