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Definition

Purchase intention is a specific attitudinal measure or rating of customers' stated purchase intentions. Information on this subject is gathered through such survey respondents' reactions to such propositions as, "It is very likely that I will purchase this product."[1]

References

  1. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc. <http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292>


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