Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand, or the Sutter Home b
rand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n):
Explanation: An evoked set is defined as alternatives that a consumer considers before making a decision concerning purchase. They are a set of brands that comes to a consumer's mind when s/he thinks of purchasing a product. They are the group of brands most likely to be purchased by consumers. In order to judge the features and benefits of her evoked set, Morgan uses "inexpensive and taste" as standards.
The goal of all marketers is for their brand to be part of an evoked set which has been narrowed down from a total and awareness set.
Evoked set is a set of brands that comes to a consumer’s mind when he thinks of purchasing a product. Morgan only thinks or considers only these options of three brands when she buys a case of wine, which is Charles Shaw, Livingston or the Sutter. It really doesnt matter if these brands are inexpensive or expensive or tasty or not tasty. As far as Morgan selects these set. These set of brands is known as an evoked set
