Evaluation of Alternatives
At this time the consumer compares the brands and products that are in their evoked set. The evoked set refers to the number of alternatives that are considered by consumers during the problem-solving process. Sometimes also known as consideration, this set tends to be small relative to the total number of options available. How can the marketing organisation increase the likelihood that their brand is part of the consumer's evoked set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organisation needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also needs to check other brands of the customer’s consideration set to prepare the right plan for its own brand.
Read more about this topic: Consumer Behaviour
Famous quotes containing the words evaluation of, evaluation and/or alternatives:
“Good critical writing is measured by the perception and evaluation of the subject; bad critical writing by the necessity of maintaining the professional standing of the critic.”
—Raymond Chandler (1888–1959)
“Evaluation is creation: hear it, you creators! Evaluating is itself the most valuable treasure of all that we value. It is only through evaluation that value exists: and without evaluation the nut of existence would be hollow. Hear it, you creators!”
—Friedrich Nietzsche (1844–1900)
“The literal alternatives to [abortion] are suicide, motherhood, and, some would add, madness. Consequently, there is some confusion, discomfort, and cynicism greeting efforts to “find” or “emphasize” or “identify” alternatives to abortion.”
—Connie J. Downey (b. 1934)