Consideration Set
The Consideration Set is the entirety of the brands considered within a product category within the scope of a purchase decision , ie used as alternatives . If only a few alternatives are available, a potential buyer usually compares them all and thus makes his purchase decision considering all products. If there are a large number of purchase alternatives, however, the buyer first creates a consideration set in that the large number of products in question is limited to a few alternatives. By considering this reduced consideration set, the customer makes the purchase decision easier. With knowledge of the Consideration Set, the purchasing behavior of customers can be analyzed and the range of products that are offered can be supplemented and improved. A possible reduction in advertising wastage creates a market that improves for the provider.
Web links
- Consideration Set in the brand lexicon on absatzwirtschaft.de
literature
- Joseph K. Goodman: Consumer and Retailer Strategies when Choosing from Large Assortments . Dissertation. University of Texas, Austin, Texas 2007, II.2 Theoretical Framework - Antecedents to Consideration Set Construction Strategies, p. 47 ff . (English, online [PDF]).
Individual evidence
- ↑ Denis A. Lussier, Richard W. Olshavsky: Task Complexity and Contingent Processing in Brand Choice In: Journal of Consumer Research , Vol. 6, No. 2, Special Issue on Consumer Decision Making (September 1979), pages 154-165. Oxford University Press.