Predicting buying behaviour from buyer intent

Businesses attempt to predict the chances of success for products and services. How can that be done beforehand, when only the intent to buy can be measured? This study focused on how to understand consumer decision making, especially the link between buyer intention and purchase, through multiattri...

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Bibliographic Details
Published in:Journal of strategic marketing 1994-12, Vol.2 (4), p.281-292
Main Authors: Kaynama, Shohreh A., Smith, Louise W.
Format: Article
Language:English
Subjects:
AHP
buyer intent
buying behaviour
FBI
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Summary:Businesses attempt to predict the chances of success for products and services. How can that be done beforehand, when only the intent to buy can be measured? This study focused on how to understand consumer decision making, especially the link between buyer intention and purchase, through multiattribute and decision analysis models. Marketing strategists tend to use the Fishbein behavioural intention model in making their decisions. This research shows that decision analysis, particularly the analytic hierarchy process, should be utilized more by marketing strategists, especially when dealing with intent to purchase situations.
ISSN:0965-254X
1466-4488
DOI:10.1080/09652549400000015