Question

Information search assignment

i. Automobiles

ii. Energy drinks

iii. Fast food restaurants

iv. Auto insurance providers

My choice are Automobiles.

For the product category separately answer the following questions:

1. Name and specifically discuss the brands that are in your (a) awareness set, (b) consideration (evoked) set, (c) inert set, and (d) inept set. For the set this should include - Which brands, why this many, why these specific ones - Don’t just make a list of these brands!
2. Discuss in what ways you think each of your four sets will differ/be the same as other students’ in this class (i.e., compare/contrast the specific brands, number of brands, etc.)
3. Finally: Choose one of the brands you listed above and discuss how this information set information could be relevant to that company’s specific marketing activities for the brand (i.e., how could the information about the four sets from part 1 and 2 be used by the marketer?
4. 2 Page long please  

Answer 1

AUTOMOBILES

1. Awareness Set: It is the set of products that the customer is aware of and for automobiles these are the following brands below which have a remarkable presence in this industry and any car fanatic has come across those brands.

• TATA Motors (Known for affordable and robust cars)
• VOLVO (known for its safety first design)
• RENAULT
• TESLA (known for electric cars)
• FORD (Veteran in car manufacturing)
• VOLKSWAGEN
• MITSUBISHI
• NISSAN
• PORSCHE (Known for fast racing cars)
• LAMBORGHINI (Highly valued racing car)
• MERCEDES-BENZ (High speed engine)
• HONDA
• HYUNDAI
• LAND ROVER
• AUDI
• BMW
• CHEVROLET
• ASTON MARTIN
• BENTLEY
• FERRARI
• JEEP
• FIAT

2. Consideration (Evoked Set): This set of products includes a narrow down items on the basis of an individual’s personal screening criteria. This criteria is based on previous experience, affordability and brand awareness. Here the list includes:
   1. TATA MOTORS
   2. VOLVO
   3. VOLKSWAGEN
   4. AUDI
   5. FORD
   6. NISSAN
   7. HONDA
   8. HYUNDAI
   9. BMW
   10. JEEP
   11. FIAT

3. Inert Set: This set of products might not be in the evoked set but still it get might considered for      some reasons that grab the consumers attention.

• FERRARI (Unmatched class and nor affordable to every one)
• ASTON MARTIN (One of the most premiered car in Hollywood)
• BENTLEY (Royal feeling of this car)

4. Inept Set: This set of products are excluded from the consumers buying list because of some bad reviews or bad experiences with it. (It is sorted out considering my countries market scenario of this brands)

• CHEVROLET (Consumer satisfaction is less in many cases)
• FIAT ( Very less market presence)

COMAPRE/CONTRAST OF MY LIST OF AUTOMOBILES

• The brands that are mentioned in the awareness list are mostly relatable to the layman. Those brands has definitely come across our minds with an average knowledge of automobile industry.
• In contrast my set of evoked/inert/ inept set are sorted on the basis of realistic approach and for this you need to have a considerable knowledge of automobile industry.

THE SELECTED BRAND: AUDI

• AUDI has a remarkable presence in most of the countries carrying a significant brand value.
• AUDI is in the awareness set of most of the common people. This name known to people who have least knowledge of automobiles.
• AUDI always narrowed down to evoked set as this brand is one of its class.
• Very less people keep it in Inept set because of its consistent legacy.

• In addition it is observed that marketers are able to place AUDI in Evoked set of consumer mind. As the evoked set is highly considered by most target consumer when making a purchase decision. The marketers will use this set of data to placed AUDI in both affordable and luxurious statement. As automobile comes under luxurious needs , marketers will take the advantage of permanent position of AUDI in evoked set and boost sales and revenue. Such market inducement leads to bandwagon effect where people tends to buy the same automobile that is trending in the industry.

MARKETER’s ADVANTAGE: From the above set of consumer buying parameters, a marketer will come to know where its brand stands. A marketer gets its valuable feedback from the insights of the consumer from the above sorting parameters. This valuable feedback can be used for betterment of the product and profitable strategies as well.