The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer goods / by Mike Brennan and Don Esslemont

About this item

Title

The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer goods / by Mike Brennan and Don Esslemont

Content partner

National Library of New Zealand

Collection

Index New Zealand

Description

Demonstrates that it is possible to obtain quite accurate estimates of market share for branded products using the Juster Purchase Probability Scale, as well as accurate estimates of the purchase rate for each brand. Recommends as procedures the use of the Juster Scale to obtain purchase probabilities for each of the major brands in a product category, as well as for the brand category itself. Estimates both brand share and brand purchase rates from this data.

Format

Journal

Date created

May 1994

Creator

Brennan, Mike / Esslemont, Don

URL

http://natlib.govt.nz/records/20900147

Related subjects

Purchasing / Forecasting / Marketing research / Consumer goods / Statistics

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