Visualising Evoked Set Size of Consumers Possessing Different Demographic Traits
Aggarwal, Dr. Rashmi
- Publisher: Journal Of Business Management & Social Sciences Research
Journal Of Business Management & Social Sciences Research
Business Management; Consumer Behavior | Demographic Traits,
In order to live up to the expectations of consumers and to enhance the companys image and sales figures, the re-searchers need to understand the purchase behaviour of consumers. When a consumer goes into the market for buying some product, he/she may consider many brands for evaluation. All these brands considered by him/her becomes the evoked set size of the consumers out of which he/she chooses his/her final brand. Westbrook and Fornell (1979) find that size of evoked set of brands is directly related to need for information search. Larger the set, greater is the need for information search. Further Srinivasan and Ratchford (1991) contend that large evoked set implies more alternatives to choose from and, hence to gather more information. They find a positive relation between evoked set size and informa-tion search, which means that consumers whose evoked set size is large, make more searches for information.