evoked set
Definition:
Those BRANDS in a multi-brand MARKET which a CONSUMER is aware of, has positively evaluated and consequently would actually consider purchasing.
Cross-References:
[brand]
[market]
[consumer]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].