Intentions to Purchase Compared with Actual Purchases of Household Durables

Abstract

If consumer surveys are to provide management with an adequate basis for decision, intention-to-purchase data must be evaluated jointly with opinions, attitudes, financial characteristics, and other personal data. The study reported here indicates that consumers who do not plan to buy household durable goods are more consistent in carrying out their intentions than those who plan to buy. On the other hand, a large number of consumers who do not plan to buy change their minds and do buy. These and other findings suggest additional ways in which to analyze consumer intentions.