Abstract:

Corresponding to special agency's needs we have developed a sub-model to identify determinant attributes of buying-attitude. Its name is: "PAM" (Preference Analysis Model). PAM will be explained in detail and by examples. LINTAS realised in the last months a number of experiments in different product fields (soap, tooth-paste, margarine etc.). The comparison between purchase intention and belief structure (obtained by product-describing statements) was the essential point of the single studies. The methodical way: we elicited ratings for various attributes of each brand, along with the information concerning the respondents overall preferences for each brand. Measuring similarity or deviation between statement judgement vs. purchase intention we obtained basic data for the relevance-determinance of single factors. In this paper we intend to describe and explain the method and to present case-studies.