Marico Industries Limited has kicked off a sampling initiative in the urban market, in a bid to gauge the impact of sampling on consumer recall vis-à-vis television advertising. The company is conducting this exercise through pilot studies in the western and southern part of India.
The sampling is being conducted for Marico’s hair oil brands Parachute Enrich and Parachute Jasmine.
According to Mr. Shreekant Gupte CEO (nature care division) Marico Industries, the television as a medium for advertising cannot be ignored, companies could also find other cost-effective means of reaching out to the consumer to ascertain whether through route a product can have a high registration on the consumer’s mind.
The idea behind such exercise is to generate a definite consumer willingness to purchase the product on their own. If the consumer is ready to shell out an amount to purchase the product, the company could be sure that he/she is a serious consumer and will come back for repeat purchase.