The consumer behavior is not static, since it varies according to different economic cycle. In the current situation (2009) we got a very rational consumer, which, among other things, want to be sure that what we're buying full your expectations, within a value-priced appropriately. If to this we add that the rational consumer is increasingly taking their purchase decisions at point of sale, it becomes necessary to vendors use all the tools at their disposal to maximize their sales and thus their share of market. One resource that fills this need sampling, which enables consumers to assess whether the product is really welcomed, and the manufacturer increase its sales.

Currently, several published studies that measure the effectiveness of sampling as a promotional resource, among which are the Arbitron, a market research firm founded in 1949 in the United States dedicated primarily to the measurement of radio ratings, which conducted a multimedia studio in 2008 getting some surprising results:

• For every 3 people who were given the sample 2 was accepted.
• 33% of the sampled people bought the product the same day.
• 22% of those who bought the same day were new customers and 31% were consumers of the product sampled.

A follow-up sampling conducted after results showed that 81% of people, that promotional activity induced bought the product, continued to gain, and 33% of those who did not purchase, announced their intention to acquire it later.

All information obtained from the study allows for some very important conclusions such as:

• "samplings" or sampling reach a vast audience.
• Sampling is an important weapon in the marketing.
• The sampling activity goes far beyond the day of sampling and has great impact on future purchasing decisions of consumers sampled.
• The sampling allows for increased consumer universe of product and market share.
• Sampling persuade consumers to become buyers of the products of whose existence they knew but had never purchased.
• Sampling consumer retains and develops brand loyalty.

The importance of sampling as an important element of the marketing mix is emphasized if Arbitron study we add the results of a study conducted in 2009 by the company Knowledge Networks on the effectiveness of sampling in store where it was observed that sampling Marketing is a resource that develops sales to a highly cost effective in a way that the marketing people never imagined because:

• The impact of increased sampling 177% of the sampled product sales and increased sales 58% in the 20 weeks of sampling.
• The impact of sampling on the rest of the sampled product line was reflected with an increase of 107% on the day of the event and 21% after a period of 20 days.
• In-store sampling is very efficient getting new buyers, 85% for the sampled product and 23% for the rest of the line product.
• In-store sampling affects an average increase of 10% of total purchases from buyers.

Based on these results concluded that the sampling volume develops in stores without cannibalizing the rest of the line.

A significant aspect of this study is that through sophisticated statistical technology and management of a huge database of frequent guests, the event is quantified as 20 weeks after done the same.

The fact that the sample provided that the consumer becomes a buyer now highlights the importance of this activity in the market today when the latest studies by POPAI (Point Of Purchase Institute) show data as:

• 70% of purchasing decisions are made in stores.
• 68% of purchases are impulsive.
• 68% of consumers switch brands at the time of purchase.

In conclusion I wish to highlight the word that we developed and which I wrote in a previous article, Trade Branding. This concept states that the most efficient scenario for developing a brand or increase our market share, more than ever, is within the "Trade" (Marketing Channels).

Anthony De Freitas.
Presidente de Grupo Promoting.
www.grupopromoting.com