The use of consumer preference data in forecasting sales

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Richard E. Clayton (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Mathilde Hardaway

Abstract: The problem of this study is to find a more reliable method of forecasting sales than the system presently being used by the Lady Wrangler Division of Blue Bell, Incorporated. Sales forecasting is perhaps the most difficult problem in the apparel industry today. To a large degree, the success of a business depends upon the skill of management in accurately predicting sales. This study investigates the use of consumer preference data in forecasting sales. Three sets of data were collected and compared statistically. In addition to the consumer preference data collected from 292 female consumers, a forecast made by Blue Bell management using conventional forecasting methods was used. The final Spring 1968 sales for the styles being forecast constitute the third set of data. Each of these sets of data were reduced to an index of 100 for this study in order to mask the actual sales figures and place all three variables on a common base.

Additional Information

Language: English
Date: 1968
Sales forecasting
Consumers $x Attitudes
Consumers' preferences

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