Formulation of an index of propensity to buy

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...

Not a subscriber?

Schedule your live demo with our team today