Independent agencies provide ratings of many products. A typical report on smartphones includes brands such as Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the __________ when consumers use these smartphone ratings to evaluate the products.
A)consideration set
B)evaluative criteria
C)points of difference
D)value propositions
E)core benefits

Question

Quizplus · Accepted Answer

The consideration set refers to the group of brands that consumers consider when making a purchase decision. In this scenario, the brands listed in the report (Apple, HTC, LG, Motorola, and Samsung) are the options that consumers may consider when purchasing a smartphone, making them the consideration set. The other options listed (evaluative criteria, points of difference, value propositions, and core benefits) refer to different aspects of the product evaluation process, but they do not specifically address the role of brands in the consideration set.

Independent Agencies Provide Ratings of Many Products