The ________ are those brands that meet consumers' initial buying criteria.
A) awareness set
B) consideration set
C) choice set
D) decision set
E) total set

Question

Quizplus · Accepted Answer

The consideration set is the group of brands that a consumer is willing to consider when making a purchase decision. It includes those brands that meet the consumer's initial buying criteria, such as price, quality, features, and availability. The awareness set is the group of brands that a consumer is aware of, while the choice set is the group of brands that a consumer actually chooses from. The decision set is not a common marketing term. The total set is the complete range of products or brands available in a particular category, including those that may not be relevant to a particular consumer.

The ________ Are Those Brands That Meet Consumers' Initial Buying