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Intentions-to-buy and claimed brand-usage

Date of publication: June 15, 1965

Catalogue: ESOMAR/WAPOR Conference 1965

Authors: Andrew S. C. Ehrenberg, Michael Bird

Abstract:

This paper concerns the relationship between consumers' expressed Intentions-to-buy different brands in a product-field and their claimed brand- Usage. The results also indicate the extent to which expressed Intentions-to-buy appear to reflect non-behavioural attitudes as weir as behavioural factors. The analysis is part of a broader J. Walter Thompson study of the inter-relationships between a range of behavioural and attitudinal consumer variables, based in effect on data from several hundred consumer surveys.

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