In consumer decision-making related to the choice of brands, which of the following sets consists of brands that the consumer is indifferent towards because they are perceived as not having any particular advantage?

Correct option is C

In consumer decision-making, brands are categorized into different sets based on how they are perceived by the consumer. These sets include:

1. Inert Set (Correct Answer)

   • The inert set consists of brands that the consumer is indifferent towards because they do not seem to offer any unique advantage or disadvantage.

   • These brands are neither actively considered (as in the evoked set) nor rejected outright (as in the inept set).

   • Consumers may not have enough information about these brands, or they may seem unremarkable compared to competitors.

   • If provided with additional information or a strong promotional campaign, brands in the inert set can move to the evoked set (the set of brands a consumer actively considers for purchase).

Example:

• A consumer looking to buy a smartphone might be highly interested in Apple, Samsung, and OnePlus (Evoked Set), but completely uninterested in brands like Motorola or Nokia, not because they are bad but because they don’t stand out in any way. These brands would fall into the inert set.

Information Booster:

1. Why Consumers Form an Inert Set?

   • Lack of awareness about the brand.

   • Perceived as neither particularly good nor bad.

   • No strong promotional activities to differentiate the brand.

   • No previous purchase experience with the brand.

2. Marketing Strategies to Shift a Brand from the Inert Set to the Evoked Set:

   • Brand Awareness Campaigns: Educating consumers about the unique benefits of the brand.

   • Influencer & Word-of-Mouth Marketing: Recommendations can create interest.

   • Competitive Pricing & Promotions: Special discounts or limited-time offers can make consumers reconsider.

   • Enhancing Product Differentiation: Clearly communicating why the brand is better than others.

Additional Knowledge:

(a) Sample Set – Incorrect

• The term "Sample Set" is not a recognized concept in consumer decision-making theory.

• It might refer to product samples that companies give out, but it is not related to how consumers categorize brands.

(b) Evoked Set – Incorrect

• The evoked set consists of brands that a consumer actively considers when making a purchase decision.

• These brands are perceived as superior or favorable options.

• Example: If a person wants to buy running shoes and considers only Nike, Adidas, and Puma, these brands form the evoked set.

(d) Inept Set – Incorrect

• The inept set consists of brands that the consumer actively dislikes or rejects due to negative experiences or poor brand image.

• These brands are not considered at all for purchase.

• Example: A person might avoid a brand due to past bad experiences, poor customer reviews, or ethical concerns.