Figure 5-2 above shows the recent ratings from Consumer Reports for selected smartphone brands and models for Verizon customers.The first column "Brand" includes Apple,Blackberry,LG,Motorola,and Samsung.These brands are referred to as the __________ when consumers use Consumer Reports smartphone ratings to evaluate these smartphones.
A)consideration set
B)evaluative criteria
C)points of difference
D)value propositions
E)core benefits

Question

Quizplus · Accepted Answer

A consideration set is a group of brands that a consumer considers when making a purchase decision. In this case, the brands listed in the first column of the table are the ones that consumers would consider when looking for a smartphone on Verizon's network. The other choices (evaluative criteria, points of difference, value propositions, and core benefits) refer to specific aspects of a product or brand that consumers use to make purchase decisions, but they do not apply to the list of brands in the first column.

Figure 5-2 Above Shows the Recent Ratings from Consumer Reports