Awareness set
The awareness set represents all of the alternatives that are in the awareness of the customer. The awareness set is divided into
- The Consideration Set (the alternatives that are generally subjected to a closer search for information and evaluation)
- the inert set (alternatives that are not clearly understood)
- the Inept Set (alternatives that are generally not suitable)
- the evoked set (alternatives that are suitable)
swell
- ^ Chem L. Narayana & Rom J. Markin: Consumer Behavior and Product Performance: An Alternative Conceptualization . Journal of Marketing, Vol. 39, No. 4 (Oct. 1975), pp. 1-6