Predicting Consumer Purchase Intention: A Discriminant Analysis Approach

The Indian retail space is seeing a clutter of competitive retail brands today and the customers are becoming more fragmented in their specifications and choices. The marketing environment is becoming more challenging to the retailers and the brand owners. In this context, this study attempts to formulate a discriminant equation on the basis of some established predictors and separate the segment into suspects and prospects. The research attempts to forecast the purchase intentions of the target segment where an optimal level of brand awareness and brand knowledge is present. The retailers can make a market assessment about their brand through this approach which will in turn, help the marketer to reduce the market risk.