A firm finds that 50% of the target market is exposed to a marketing communication, 40% of that group is aware of the offering, 80% understand the message. WIthin that group, 60% intends to purchase, and 70% of that group actually does purchase

The customer response index is 6.7%. What is the difference in the value of the customer response index if 80% of the group intends to purchase and 60% of that group actually does purchase?
A) 0%
B) 1%
C) 2%
D) 3%
E) 4%

B