Formulation of an index of propensity to buy

L J Rothman

This paper, which won the MRS Gold Medal in 1964, proposes a method of developing a scale measuring individuals' propensities to buy a brand.
  

Formulation of an index of propensity to buy

James Rothman Sales Research Services Ltd.

INTRODUCTION

In marketing a non-durable consumer product, we need to do two things: we need to reduce the number of buyers of the product who cease to buy it to a minimum, and we need to persuade as many people to start buying the product as possible. This latter necessity makes it important in market research to be able to identify potential buyers of a product.

In fact, of course, it is impossible to classify a person as being either a potential buyer...

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