The marketer may find information on buyer intention as to be useful in the following ways:
Analyzing Purchase Intention categories
From measurement of the speed, direction, and size of shifts in buying likelihoods fro a product over several periods in various market segments, the marketer may discover what trends are taking place as well as the timing and size of their potential impact on sales. For example consider the kinds of comparisons that may be made based on table. For this table, we can see that consumer ho use either statement in category 1 to describe their intentions appear highly predisposed to buy. Consumers who describe their readiness in terms of statements from category 2 are favorably disposed but are without immediate purchasing intentions. Consequently a low category 1 to category 2 ratio means that there is a large reservoir of goodwill that needs to be converted into a stronger intention to buy. If this ratio increases over a period of time it suggests that consumers holding favorable disposition toward the brand are increasing their intentions to purchase it. Deficiencies at the point of sale be a reason for failure to convert predispositions into purchase. Perhaps price reductions or special promotional deals might be called for in such a situation.
Concentrations of respondents in category 3 may not be unfavorable since these consumers are still psychologically accessible because their intentions are not yet firmly set. Of course, the marketer would want to shift these respondents into higher categories over a period of time. A strong, effective promotion campaign may be called for in this instance.
A concentration of persons in category 5 is very undesirable. These respondents have strong preformed negative intentions about the brand and are likely to be extremely difficult to convince to buy. If the marketer suspects that these attitudes could be the result of his promotion campaign, new and different appeals might be tried with this segment. Since laggards (the last adopter category) are likely to be in categories 4 and 5 such changed appeals will probably be necessary. Personal selling may also be more heavily needed for this group.
Failure to shift respondents out of category 6 (those who have never heard of the brand) into higher categories probably indicates lack of a sufficient program to establish ready brand recognition. Heavier advertising and free product sampling may be called for in this case in order to increase consumer’s knowledge levels.
If the marketers fails to convince consumers that his brand is worth trying, this pattern will show up as a movement of respondents from category 6 into 5,4, or 3, rather than into the top two categories. Product or package improvements may be called for in this case. Product improvements are almost certainly in order if the marketer finds shift into lower categories by those who have already used the brand.
Analyzing Conversion of purchase intentions:
The marketers may also find significant implications for the marketing strategy by investigating the relationships between purchasing intentions and buying behavior. Longitudinal analysis of intentions data allows the marketers to understand the dynamics of marketplace activity. He obtains a clearer picture of which brands are converting predisposition into buying action. This information can help him to determine the point at which marketing success or failure is occurring and isolate the reasons.
In order to conduct this analysis data on purchase intentions and behavior over a period of time are necessary such as those contained in Figure. Assume that there are three national brands of automatic coffee makers for which such data have been gathered from interviews conducted twelve months apart. Figure indicates 44 % of those who stated definite intention to buy a Mr Coffee appliance actually bought a coffee maker during this period (we are not concerned at this moment with brand decisions, only generic product decisions).
A second very important aspect of these conversion patterns is the brand intention fulfillment arte. Looking again at Figure may be seen that 68 percent of those who intended to buy the Mr coffee brand actually did so, while 32 percent bought an alternative brand according to the fictitious brand fulfillment data in figure. Mr Coffee was most successful at converting brand preference intentions, followed by Proctor-Silex and Black & Decker Brands with lower conversion ratios should assess the various elements of their marketing program to identify potential areas for improvement against competitors.