Predicting Purchase Behaviour

Abstract

The Juster Scale is a purchase probability scale used to predict the actual purchase rate in a population from a sample of consumers from that population. Several overseas studies have demonstrated the predictive ability of the Juster Scale, particularly for cars. This paper reports the findings of two New Zealand studies involving the Juster Scale. The first confirms the superior predictive ability of the Juster Scale compared to buying intentions scales, and both studies confirm the practicality of using the Juster Scale for predicting purchases of a range of items including durables, services and fastmoving consumer goods. The ability of the Juster Scale to accurately predict car purchases was corroborated, but the accuracy of predictions for other items was variable.