Counterintuitive Marketing: Achieving Great Results Using Common Sense by Peter C. Krieg & Kevin J. Clancy

Author:Peter C. Krieg & Kevin J. Clancy
Language: eng
Format: mobi
Publisher: Free Press
Published: 2001-02-20T14:00:00+00:00

DON’T BELIEVE THAT PEOPLE WILL DO WHAT THEY SAY

Of course, like all self-reported measures of consumer buying, this scale overstates the actual purchasing that takes place. People don’t do exactly what they say. Much of this overstatement comes about because the research environment assumes 100 percent awareness and 100 percent distribution (all those aware of it will be able to find it easily), two conditions the company never realizes in the real world.

However, even correcting for awareness and distribution, more people are likely to say they “Definitely Will Buy” than in fact do buy. Dissimulation/prevarication/dissembling/overstatement is as alive and well in “Researchworld” as it is in Washington, D.C.

We have closely examined the relationship between people’s reports on the 11-point scale and actual buyer behavior (among people who were aware of the product and for whom the product was available to be purchased) for numerous consumer packaged goods. We have looked at this relationship for consumer electronics, credit cards, television programs, new cars, package delivery services, personal computers for the home and business markets, and business-to-business software. And as Figure 11-2 indicates, usually no more than 75 percent of the people who claim that they definitely will buy actually do buy. This figure declines as self-reported purchase probability declines, but the ratio is not constant. This leads to a set of adjustments for each level of self-report, which convert questionnaire ratings into estimates of likely behavior.

Figure 11-2 Relationship Between Self-Reported Probability and Actual Behavior

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