Brands that meet consumers' initial buying criteria are called the ________.
A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set

Question

Quizplus · Accepted Answer

The consideration set includes brands that meet consumers' initial buying criteria and are given further consideration before a final purchase decision is made. The total set includes all possible brands in a product category, the awareness set includes brands that consumers are aware of but may not necessarily consider, the choice set includes brands that a consumer ultimately decides to choose, and there is no such thing as a "decision set" in marketing terminology.

Brands That Meet Consumers' Initial Buying Criteria Are Called the ________