Understanding and Utilizing Evoked/Consideration Set in Marketing and Consumer Decision-making Strategies

Evoked/consideration set

Group of brands that result from an information search from which a buyer can choose.

Evoked set, also known as consideration set, refers to a subset of brands or products that a consumer might consider purchasing based on their current need or problem. This set is influenced by various factors such as brand awareness, past experiences, marketing efforts, and recommendations from others.

For example, when a customer is shopping for a new smartphone, their evoked/consideration set might include popular brands like Apple, Samsung, and Google. However, they might exclude other brands based on factors like pricing, features, reputation, and availability.

As a professional tutor, it is important to understand the concept of evoked/consideration set as it plays a crucial role in consumer decision-making and marketing strategies. Therefore, you can provide your students with the following key takeaways:

1. The evoked/consideration set is the subset of brands or products that a customer might consider purchasing based on their current need or problem.

2. The evoked/consideration set is influenced by various factors such as brand awareness, past experiences, marketing efforts, and recommendations from others.

3. Understanding the customer’s evoked/consideration set can help marketers identify their potential competition and develop effective marketing strategies.

4. As a consumer, it is important to consider multiple options while making a purchase decision and evaluate each brand/product based on its features, reputation, pricing, and availability.

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