Predicting Purchase Behaviour

Dianne Day · Boon Ping Gan · Philip J. Gendall · Don Esslemont

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

The Juster Scale is a purchase probability scale used to predict the actual purchase rate in a population from a sample of consumers from that population. Several overseas studies have demonstrated the predictive ability of the Juster Scale, particularly for cars. This paper reports the findings of two New Zealand studies involving the Juster Scale. The first confirms the superior predictive ability of the Juster Scale compared to buying intentions scales, and both studies confirm the practicality of using the Juster Scale for predicting purchases of a range of items including durables, services and fastmoving consumer goods. The ability of the Juster Scale to accurately predict car purchases was corroborated, but the accuracy of predictions for other items was variable.

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References

1979Purchase Intentions and Purchase Behavior 1959On the Predictive Value of Consumer Intentions and Attitudes 1965Subjective Probabilities and Buying Intentions

Cited by

2007Bias and variability in purchase intention scales 2002Estimating customer defection in personal retail banking 1997The effect of odd pricing on demand 2006Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model 2020How Can E-Commerce Businesses Implement Discount Strategies through Social Media?1994The Accuracy of the Juster Scale for Predicting Purchase Rates of Branded, Fast-Moving Consumer Goods 2004Testing Dick and Basu'S Customer Loyalty Model 2010Brand salience for fast-moving consumer goods: An empirically based model

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