inert set
Definition:
Those BRANDS, in a multi-brand MARKET which the CONSUMER is aware of but will not purchase due to the brands being neither positively nor negatively evaluated. This situation may arise through insufficient information or lack of perceived brand differentiation.
Cross-References:
[unawareness set]
[brand]
[evoked set]
[inept set]
[consumer]
[market]
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].