Suppose consumers form their consideration sets at the point of purchase. Given this, the most relevant indicator of product awareness would be:
A) brand name recall
B) brand name recognition
C) brand name retrieval
D) brand name familiarity
E) None of the above.

Question

Quizplus · Accepted Answer

Brand name recognition is the most relevant indicator of product awareness in this context because it involves the consumer's ability to recognize a brand as one they have previously been exposed to, which is crucial at the point of purchase when they are forming their consideration sets.

Suppose Consumers Form Their Consideration Sets at the Point of Purchase