The Purchase Intention Question in New Product Development: A Field Test

Taylor, James W.; Houlahan, John J.; Gabriel, Alan C.
January 1975
Journal of Marketing;Jan1975, Vol. 39 Issue 1, p90
Academic Journal
The article presents a field test on the importance of the consumers' intention-to-buy response in surveys for product research. The test intends to determine whether the intention-to-buy answer given by a respondent is predictive of subsequent purchasing behavior and at what level of accuracy the question predicts purchasing behavior. The test method is described and the results are analyzed. The authors analyze the data from the sample group obtained for a specific product, and concluded that while the test may indicate a poor performing product, the intention-to-buy question was not indicative of product performance.


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