Customer interviews and evaluation observations of in‐store supermarket food product demonstrations produced data to test hypotheses about the relationship between aspects of the demonstration, the demonstrator, buyers and non‐buying observers, and increased net sales of the demonstrated product. Findings showed that certain demonstration personal characteristics, professional qualifications, source of employment and demonstrator techniques were significantly related to sales increases. Certain aspects of consumer responses were also significant. Results indicate a need for educators to emphasize the sampling and interaction aspects of demonstrations and for marketers to pay more attention to training demonstrators.
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