The evoked set is made up of the brands a consumer

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Unformatted text preview: an inter-purchase time of about twenty-four hours. It is during the inter-purchase time that there are possible significant product changes in terms of prices, features, new brands and new stores. Even if product changes have been minimal, internal search is hindered by large inter-purchase times due to problems of forgetting. Nor may existing knowledge be sufficient when the present consumption problem is perceived to be different from those in the past [Swait, 2001:135 and Churchill & Peter, 1998:145]. The awareness set or consideration set refers to the way consumers determine the alternatives from which their choice can be made. A consideration set comprises out of three subcategories, namely the evoked set, inept set and inert set. The evoked set is made up of the brands a consumer will evaluate for the solution of a particular problem, whilst the inept set refers to the brands that the consumer actually avoids or dislikes. The brands that the consumer feels indifferent to are known as the inert set [Hawkins et al., 2001:531 and Levy & Weitz, 1998:135]. These three concepts and their significance to one another are illustrated in figure 2.15. 83 Figure 2.15: Subcategories of the awareness set Evoked set Bar One TV Bar PS Awareness set Bar One Kit Kat TV Bar PS Lunch Bar Snickers Inert set Lunch Bar Snickers Inept set Kit Kat Source: Adapted from Hawkins, D.I., Best, R.J., Coney, K.A., 2001, Consumer behavior, 8th edition, New York, U.S.A.: McGraw-Hill, p. 532. Figure 2.15 illustrates the different chocolates a particular consumer had thought of buying. The consumer is aware of six different chocolates, of which three of them, will be evaluated by the consumer (evoked set). The consumer feels indifferent to ‘Lunch Bar’ and ‘Snickers’ (inert set) and dislikes ‘Kit Kat’ (inept set). The consideration set will typically contain only a subset of the total number of alternatives available to the consumer. With reference to the previous example, the consumer could only recall six chocolates, whilst leaving out the likes of ‘Tempo’, ‘Swing’, ‘Caravan’ and so on. The number of alternatives will differ depending on the person, the product and situation. Some consumers will have many alternatives, some will have a few and some might even only have one alternative because of strong brand loyalty [Desai & Hoyer, 2000:309 and Kardes et al., 1993:62]. Well-known brands therefore seem to have a better chance in being included in consideration sets [Churchill & Peter, 1998:146]. Burgess [1998:60] summed the importance by saying: “One thing is certain, if you’re not in the consideration set you won’t make the sale.” This reasoning has made it an imperative challenge for marketers to gain a favourable entry into a 84 consumer’s consideration set. For example, Sutton [1987:82] found that it was easier for a new product or brand to enter the consideration set than it was for an existing one that had been considered previously, but rejected. The construction...
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This test prep was uploaded on 04/04/2014 for the course SOCIAL SCI 23 taught by Professor Salman during the Winter '10 term at University of the Punjab.

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