Suppose consumers form their consideration sets at the point of purchase. Given this, the most relevant indicator of product awareness would be:
A) brand name recall
B) brand name recognition
C) brand name retrieval
D) brand name familiarity
E) None of the above.

Question

Quizplus · Accepted Answer

Brand name recognition is the most relevant indicator of product awareness at the point of purchase, as it involves identifying a brand when presented with it, which is crucial when forming consideration sets in-store.

Suppose Consumers Form Their Consideration Sets at the Point of Purchase