Measurement Scales for Self-Concepts, Person Concepts, and Product Concepts TABLE 12-2 1. Rugged Delicate 2. Excitable Calm 3. Uncomfortable Comfortable 4. Dominating Submissive 5. Thrifty Indulgent 6. Pleasant 7. Contemporary Unpleasant Noncontemporary 8. Organized Unorganized 9. Rational Emotional 10. Youthful Mature 11. Formal Informal 12. Orthodox Liberal 13. Complex Simple 14. Colorless Colorful 15. Modest Vain Source: N. K. Malhotra, "A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts," Journal of Marketing Research, November 1981, p. 462. Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association.

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Purchase Process

Purchasing refers to the act of procurement of products or services from a market of resources. The procedures used to accomplish the acquisition of the requisite resources are referred to as the purchasing process. Consumer behavior, customer strategy, product pricing, consumer necessity, and other variables are various parts of the process.