I would like to talk a little more about how attitudes lead to purchasing. When
ID: 346990 • Letter: I
Question
I would like to talk a little more about how attitudes lead to purchasing. When I test product concepts, we commonly ask a direct question such as on a scale of 1 (not at all likely) to 10 (extremely likely), please rate your likelihood to purchase product XYZ. This is a commonly used technique to understand purchase intent amongst survey participants evaluating a product. Class, do you feel this type of question helps to understand consumers attitude toward a product or service? How would you interpret the results?
Explanation / Answer
Answer:
This is very true that attitudes lead to purchasing. It is the attitude that results in purchase of a product or service in the consumer market.
When I test product concepts, we commonly ask a direct question such as on a scale of 1 (not at all likely) to 10 (extremely likely), please rate your likelihood to purchase product XYZ. This is a commonly used technique to understand purchase intent amongst survey participants evaluating a product.
You we do feel that this type of question helps to understand consumers attitude toward a product or service, because the reaction of consumer towards the product helps to judge the product or service and its attraction of pulling the consumer towards it. It is the quality levels, physical properties, and cost of the product or service that creates its selling in the market.
By having the questionnaire approach with consumers and seeking their rating on the product, helps to understand the consumer interest and taste for the product or service along with the paying capacity of the people in the market. Thus by knowing the consumer taste and preferences, along with competitive offering, then only one can sell the products or service in the market. If the product or service do not meet consumer taste or preference, then it is difficult to sale the product or service in the market.
Interpretation of Result: The result can be interpreted as per following techniques