Marketing Question: Predicting Consumer Behavior
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The accuracy of predicting consumer behavior is dramatically affected by how and when intentions are measured.
Explain this concept and provide an example.
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Solution Summary
The solution predicts consumer behavior.
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This concept is relatively easy to imagine and understand. The consumer makes plans and changes them dependent on the circumstances of the time and place. A holiday means that there will most likely be more spending, but not on the same items one might want to buy at other times. At Easter, holiday shoppers will buy things in season such as flowers, spring clothing, candy, baskets, and things that will move them from spring into summer. At Christmas and Hanukkah time of year, the buying will be specific to the gifts and traditions of the season. A new car purchase may happen any time of the year, but it is in late summer and just before the new year. If you ask someone just before ...
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