inept set
Definition:
Those BRANDS in a multi-brand MARKET, which a CONSUMER is aware of, but have a negative evaluation and, consequently, will not be purchased. The negative evaluation may be based on past experience, rejection of promotional claims, etc.
Cross-References:
[inert set]
[market]
[consumer]
[unawareness set]
[evoked set]
[brand]
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: [Graham K. Peaston and Michael J. Baker], [1998].