MARKETING TERM of the WEEK: Gotta Have It Edition

What is the measure or rating of a consumer’s inherent desire to buy something independent of availability and in-store factors?



Purchase intention (or purchase intent)  is a specific measure or rating of consumers’ stated purchase likelihood. The implication is inherent desire independent of distribution influence including availability and in-store factors. READ MORE…

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○ a project of MASB, the Marketing Accountability Standards Board

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