THE EFFECT OF RISK AND QUALITY PERCEPTIONS OF COSMETIC SAMPLES ON SAMPLE USE AND PURCHASE CONVERSION

Authors

  • IN SEON SHIM Catholic University of KOREA
  • Kyung-Ja Kim

Keywords:

cosmetic sample, free sample, sample promotion, risk perception, quality perception, sample usage, purchase conversion rate

Abstract

Aims: The purpose of this study is to investigate the impact of risk and quality perceptions on cosmetic sample use and purchase conversion rate among Korean adult women. Methods: An online survey was conducted among 433 Korean adult women in their 20s to 50s. The survey collected data on the consumers' risk perception, quality perception, sample usage rate, and actual purchase conversion rate about cosmetic samples. Results: The results indicate that risk perception of cosmetic samples has a negative effect on quality perception and sample usage rate. However, quality perception has a positive effect on sample usage rate and actual purchase conversion rate. Furthermore, the study found that the sample usage rate has a positive effect on actual purchase conversion rate. Conclusions: Future research could expand the scope to include other demographic groups or cultural contexts. Cosmetic companies can use these findings to design more effective free sample promotions that address customers' risk perceptions while enhancing their quality perceptions. This study may contribute to improving customer satisfaction and loyalty in the cosmetics industry by providing insights into how cosmetic companies can effectively use free samples as a sales promotion tool.

References

Marks LJ, Kamins MA. The use of product sampling and advertising: Effects of sequence of exposure and degree of advertising claim exaggeration on consumers’ belief strength, belief confidence, and attitudes. J Marketing Res. 1988;25(3):266-281. doi:10.1177/002224378802500304

Schultz DE, Robinson WA, Petrison L. Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques-- and How to Use Them. NTC Business Books; 1998.

Heiman A, McWilliams B, Shen Z, Zilberman D. Learning and forgetting: Modeling optimal product sampling over time. Management Science 2001;47(4):532-546. doi:10.1287/mnsc.47.4.532.9832

A1Dezine. How to Promote Your Product Using Free Sample Marketing. Accessed October 29, 2019. https://www.a1dezine.co.nz/how-to-promote-your-product-using-free-sample-marketing/

Hawlk K. The Science of Free Samples: How Freebies Keep Customers Coming Back For More. Shopify, Accessed October 29 2019. https://www.shopify.com/retail/the-science-of-product-samples-how-free-samples-can-hook-customers-on-your-products

Lawson M, McGuinness D, Esslemont D. (1990), The effect of in-store sampling on the sale of food products. Mark Bull. 1, 1-6.

Bawa K, Shoemaker R. The effects of free sample promotions on Incremental Brand Sales. Mark Sci. 2004;23(3):345-363. doi:10.1287/mksc.1030.0052

Steinberg SA, Yalch RF. When eating begets buying: The effects of food samples on obese and Nonobese Shoppers. J Consum Res. 1978;4(4):243. doi:10.1086/208702

McGuinness D, Gendall P, Mathew S. The effect of product sampling on product trial, purchase and conversion. Int J Advert. 1992;11(1):83-92. doi:10.1080/02650487.1992.11104479

McColl R, Macgilchrist R, Rafiq S. Estimating cannibalizing effects of sales promotions: The impact of price cuts and store type. J Retail Consum Serv. 2020;53:101982. doi:10.1016/j.jretconser.2019.101982

Ben Amor I, Guilbert F. Influences on free samples usage within the luxury cosmetic market. Direct Mark: An Int J. 2009;3(1):67-82. doi:10.1108/17505930910945741

Diamond WD, Campbell L. The framing of sales promotions: effects on reference price change. Adv Consum Res. 1989;16(1):241-247.

Marks LJ, Kamins MA. The use of product sampling and advertising: Effects of sequence of exposure and degree of advertising claim exaggeration on consumers’ belief strength, belief confidence, and attitudes. J Marketing Res. 1988;25(3):266-281. doi:10.1177/002224378802500304

Chief Marketer Staff. Product Sampling: $1.2 Billion. Chiefmarketer, Accessed October 9 2019. https://www.chiefmarketer.com/product-sampling1-2-billion/

Kahneman D, Tversky A. Prospect theory: An analysis of decision under risk. Econometrica 1979;47(2):263. doi:10.2307/1914185

Schütte H, Ciarlante D. Consumer Behaviour in Asia. Palgrave Macmillan Limited; 2016.

Skinner BF. “superstition” in the pigeon. J Exp Psychol. 1948;38(2):168-172. doi:10.1037/h0055873

Bem DJ. Self-perception theory. Adv Exp Soc Psychol. 1972;6:1-62. doi:10.1016/s0065-2601(08)60024-6

Freedman JL, Fraser SC. Compliance without pressure: The foot-in-the-door technique. J Pers Soc Psychol. 1966;4(2):195-202. doi:10.1037/h0023552

Diamond WD, Johnson RR. The framing of sales promotions: an approach to classification. Adv Consum Res. 1990;17(1):494-500.

Korea Marketing Research Institute. Free samples increase immediate sales of the product. Marketing 1992;26(4):37-41.

Bauer, R. Consumer Behavior as Risk Taking in Hancock, RS Dynamic Marketingfor a Changing World. In: American Marketing Association, Hancock, RS, eds. Dynamic marketing for a changing world: Proceedings of the 43rd Conference of the American Marketing Association. American Marketing Association;1960:389-398.

Yonezawa K, Richards TJ. Consumer risk‐reduction behavior and new product purchases. Manag Decis Econ. 2017;38(7):1003-1016. doi:10.1002/mde.2841

Kaplan LB, Szybillo GJ, Jacoby J. Components of perceived risk in product purchase: A cross-validation. J Appl Psychol. 1974;59(3):287-291. doi:10.1037/h0036657

Garvin D. Competing on the Eight Dimensions of Quality. Harv Bus Rev. 1987;101-109.

Lee E-J, Li S-H. Research on Cosmetic Quality Perception and Satisfaction According to Consumer Characteristics. J Converg Inf Technol. 2021;11(1): 216-224. doi:10.22156/CS4SMB.2021.11.01.216.

Jeong YH, Lee YJ, Kim KY. Compare of Usage, Purchase Attribute and Product Quality between Domestic and Foreign Color Cosmetics - Focus on the General Public Group and the Beauty Experts Group. J Korean Soc Cosmetol. 2016; 22(1):88-99.

Hwang S, Kim J. The Effects of Perceived Quality on Customer Satisfaction and Recommendation in Luxury Purchases. J CEO Manag Stud. 2016;19(3): 51-76.

Parasuraman A, Zeithaml VA, Berry LL. A conceptual model of service quality and its implications for future research. J Mark. 1985;49(4):41-50. doi:10.1177/002224298504900403

Cronin JJ, Taylor SA. Measuring Service Quality: A reexamination and extension. J Mark. 1992;56(3):55-68. doi:10.1177/002224299205600304

Grönroos C. A service quality model and its marketing implications. Eur J Mark. 1984;18(4):36-44. doi:10.1108/eum0000000004784

Jang BJ, Park J, Jang K. A Study on Structural Relationship between Service Guarantees and Perceived Risk, Service Quality, Customer Satisfaction in Hotel Industry. J Tour Leis Re. 2005; 17(3): 211-229.

Chung, K.H. and Oh, J.S. Testing the SERVQUAL scale and Perceived risk in the Internet Shopping-mall. J Glob Acad Mark Sci. 2001;7 (1): 239-259. doi:10.1080/12297119.2001.9707424.

Yoon Y, Kim K. A Study on the Risk Perception and Quality Evaluation of Beef Consumers. Korean J Agric. Manag Policy 2011;38(2):.255-280.

Choi J-J, Kim H-G. A Study on the Relationship among Perceived Risk, Service Quality and Customer Satisfaction of Low Cost Carriers J Aviation Manag Soc Korea 2014;12(4):41-58.

Shim JH, Jeong BD. A study on the structural relationship of service quality, risk perception, price sensitivity and hesitation in overseas direct purchase. e-Bus Stud. 2020;21(2):3-16. doi:10.20462/tebs.2020.04.21.2.3

Yoo S-A, Kim J-W. A Differences in Consumer Attitudes According to purchasing Behavior variables on Sample of Cosmetics. Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology (AJMAHS) 2019;9(4): 687-696. doi:10.35873/ajmahs.2019.9.4.065.

Festinger, L. A Theory of Cognitive Dissonance. Stanford University Press; 1957.

Downloads

Published

2025-01-29

Issue

Section

Articles