Infosino, William J.
September 1986
Marketing Science;Fall86, Vol. 5 Issue 4, p389
Academic Journal
The author wholeheartedly agrees with Robert Pratt's comment that the role of purchase intentions in forecasting sales depends upon such things as the product, the concept statement, the time to introduction and the purchase situation. This paper supports that view with empirical evidence of the large effect promotion and distribution can have on the relationship between purchase intentions and sales. The model proposed here incorporates the promotion and distribution effect into the benchmark parameter. It may be that the other effects Pratt discusses can also be incorporated into this parameter. The author would very much like to see future empirical studies test this hypothesis. If it is true, then models can hopefully be found which can tell a new product manager what benchmark to use in a given situation so he can correctly interpret purchase intentions without an expensive market trial. The author also agrees with Pratt that reinterview panels can provide powerful insight for development of forecasting models.


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