Abstract:

Propensity to purchase is defined as the probability of the occurrence of an event. An attempt is made to show that this probability is determinable and to a great extent without any need to rely on verbal statements, with their shortcomings of memory and rating errors. The possibilities are based on social-psychological model concepts , whereby the behaviour of an individual in a structured society cannot be chance-conditioned but obeys specific laws which can be defined by means of a suitable empirical methodology.