What role does the consideration set play in consumer decision making? What is meant by each...

What role does the consideration set play in consumer decision making? What is meant by each of the following: universal set, awareness set, consideration set, inert set, and inept set?

Expert Solution

A consideration set is a filtered subset of comparable brands that a customer looks at, to make a purchase decision. Role played by consideration set:

A customer has limited knowledge, ability and information about what he / she wants to buy.
A customer has limited ability to process the data and information
A customer doesn't possibly know how to separate the noise from information

A consideration set, which is a filtered set of comparable brands, thus makes the life of a customer easier to evaluate his purchase. He now has to compare, contrast and evaluate a limited data set or data points to make his purchase decision.

Universal set: Is the set of the options that may be considered acceptable for further evaluation prior to purchase decision making.

Awareness set: Is the set of all the options or alternatives the customer is aware of.

Consideration set: We have already defined this above. A consideration set is a filtered subset of comparable brands that a customer looks at, to make a purchase decision.

Inert set: This is the set of all the alternatives that are there in the awareness set, but the customer does not hold strong opinion about them.

and inept set: This is the set of all the alternatives that are there in the awareness set, but the customer doesn't consider them for further comparison, bench-marking, evaluation or decision making.

jeff jeffy answered 2 years ago

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