Validity of consumer predicting variables used in marketing research
This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been traditionally used in market research. These variables or measuring instruments are: brand salience, advertising recall, preferences, multi-attribute attitudes and intention. The percentage index of predictability obtained allows, on one hand, a judgement of the real value of said variables to be made, and on the other hand, enables us to discuss a series of previous theoretical bases, latent in much research, which seem to need modification. Recommendations to simplify questionnaires and achieve a more precise interpretation of the relationship between brand image and the dynamics of consumption is also offered.
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