Management Practice Insights
DOI: 10.59571/mpi.v3i2.5
Year: 2025, Volume: 3, Issue: 2, Pages: 70-75
Original Article
Sukriti Sekhri Guptai* & Ramanan Ramakrishnan
iS.P. Jain Institute of Management & Research
* Corresponding author: [email protected]
Received Date:31 May 2025, Accepted Date:10 October 2025, Published Date:15 October 2025
Want to know more before purchasing a product? Experience a product demo, which marketers use to convey product features and benefits, connect with the consumer and drive purchase intentions. Most customers value product demonstrations, but are all product demonstrations equally effective? Recent research by Christine Ringler, Nancy J. Sirianni, Joann Peck & Anders Gustafsson suggests that a process demonstration (showcasing a step-by-step approach) can significantly increase a customer's purchase intentions, compared to an outcome demonstration (focusing on the end benefits).1 These insights are crucial for marketing and sales managers and retailers across product and service categories in both offline and online contexts. A better understanding of effective product demonstrations would lead to positive customer experiences and greater purchase intentions2
1 Christine Ringler et al., “Does Your Demonstration Tell the Whole Story? How a Process Mindset and Social Presence Impact the Effectiveness of Product Demonstrations,” Journal of the Academy of Marketing Science 52, no. 2 (2024): 512–30, https://doi.org/10.1007/s11747-023-00934-6.
2 Ramanan Ramakrishnan, Tanya Shrivastava, Niharika Zhanwar, Aditya Sharma, Does Your Product Demonstration Tell the Whole Story? Leveraging Process Focus and Social Dynamics to Boost Sales (S. P. Jain Institute of Management & Research, n.d.), SPJIMR Learning Management System.
3 Anastasia Belyh, 31 Product Demo Statistics for 2025, January 3, 2025, https://www.keevee.com/product-demo-statistics.
4 John Stermer, A Fresh Look at In-Store Sampling - Retail TouchPoints, October 29, 2009, https://www.retailtouchpoints.com/features/industryinsights/a-fresh-look-at-in-store-sampling.
5 Lucy Handley, “What Product Demonstrations Can Do for Brands,” Marketing Week, March 19, 2014, https://www.marketingweek.com/what-productdemonstrations-can-do-for-brands/.
6 Social Media Today, Consumers 64% More Likely to Purchase a Product After Watching Online Video [INFOGRAPHIC] | Social Media Today, December 13, 2013, https://www.socialmediatoday.com/content/consumers-64more-likely-purchase-product-after-watching-online-videoinfographic.
7 Sreyashi, 50 Product Demo Statistics to Shape SaaS Marketing Strategies - Rivia.Ai, October 12, 2023, https://www.rivia.ai/blog/product-demo-statistics.
8 Sreyashi, 50 Product Demo Statistics to Shape SaaS Marketing Strategies - Rivia.Ai.
9 Jeff Zoldy, The Rise of Social Commerce: How Platforms Like TikTok & Instagram Are Driving Sales, March 17, 2025, https://www.ironplane.com/ironplane-ecommerce-blog/therise-of-social-commerce-how-platforms-like-tiktok-instagramare-driving-sales.
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11 tesla, “Design Your Model 3 | Tesla,” accessed September 1, 2025, https://www.tesla.com/model3/design#overview.
12 Arun Arora et al., The New B2B Growth Equation | McKinsey, February 23, 2022, https://www.mckinsey.com/capabilities/growth-marketingand-sales/our-insights/the-new-b2b-growth-equation.
13 Darshan, How Interactive Product Demos Can Help Convert Users Across Marketing Funnel, n.d., accessed September 1, 2025, https://www.storylane.io/blog/use-interactive-product-demosto-convert-users-across-marketing-funnel-stages.
14 Seamless Actions across Apps | Galaxy S25 Ultra | Samsung -YouTube, directed by Samsung, n.d., accessed September 1, 2025, https://www.youtube.com/watch?v=oh9EkB-L2N8.
15 Wonderchef Nutriblend Demo by Making a Juice | Mixer | Blender | Grinder, directed by Jackson Naik, 2021, 05:56, https://www.youtube.com/watch?v=kON2EvpATWY.
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17 Salesforce Research, What Are Customer Expectations, and How Have They Changed?, Industry research (n.d.), accessed August 20, 2024, https://www.salesforce.com/resources/articles/customerexpectations/.
18 Mark, “How Apple Pivoted to Success with the Apple Watch: A Case Study in Intrapreneurial Innovation,” Intrapreneur Nation, December 7, 2024, https://intrapreneurnation.com/casestudy/how-apple-pivoted-to-success-with-the-apple-watch/.
19 Innisfree Product Texture ASMR with Makeup Demo - YouTube, directed by Innisfree, n.d., accessed September 1, 2025, https://www.youtube.com/watch?v=f0T8PJjl694&t=215s.
20 moshibass, “Donner HUSH I PRO Unboxing and Demo -YouTube,” accessed September 1, 2025, https://www.youtube.com/shorts/VBawQEgTB0w.
© 2025 Published by SPJIMR. This is an open-access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/)
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