Vol. 2, Issue 4, Part E (2016)

Abstract
In the modern era of market liberalization, retailing is going through a significant transformation with growing disposable incomes, changing lifestyle and increasingly assertive consumers. This phenomenon of retail growth is bringing more Indian and International players on the scene. The steep competition is posing different challenges for the retailers. Traditionally various sales promotional schemes are introduced to increase the sales and profitability, along with this marketers are incorporating various in-store marketing strategies to trigger impulsive buying. In-store sampling has become an important arm of marketing strategies as it drives the product trials and furthermore induces the shopper to purchase the product. In-store Sampling of the product drives the product trails and distribution, it not only increase the sale of the day but brings the product into ‘consideration set’ of the shopper. For this research study, the data was collected from retail store where product sampling campaign was conducted by the marketers. With the help of appropriate statistical technique, present study tests the hypothesis proposed on the basis of secondary data. This research provides significant implication of the in-store sampling and its impact on impulsive buying in retailing.