The brands a person considers in a purchasing situation is called the buyer's:
A) evoked set
B) inept set
C) inert set
D) feasible set

Question

Quizplus · Accepted Answer

The evoked set is the brands that a consumer considers during the decision-making process. These are the brands that come to mind when a consumer thinks of a particular product category. Therefore, A) evoked set is the best choice. B) inept set refers to brands that a consumer would not consider due to negative experiences or lack of familiarity. C) inert set refers to brands that a consumer is aware of, but does not have any strong feelings towards. D) feasible set is not a term typically used in consumer behavior literature.

The Brands a Person Considers in a Purchasing Situation Is