Purchase intention

« Back to Glossary Index

Purchase intention refers to an individual’s expressed desire to purchase a product or service. This is a disposition, not an actual behavior. Indeed, the intention to buy does not always lead to the act of buying. However, the study of purchase intent is still useful, as it helps guide decisions in the development of a marketing strategy.

The purchase intention study can be used in particular in the context of :

  • advertising targeting,
  • of advertising post-tests,
  • analysis of the performance of advertising campaigns,
  • a project to launch a new product or service.