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Home→The Westburn Dictionary of Marketing→U→unawareness set

unawareness set

Definition:
All those BRANDS, in a multi-brand MARKET, which the CONSUMER is not aware of. The converse of awareness set.

Cross-References:
[consumer] [brand] [market]

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© 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].