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.