In a focus group, participants recognize Nike, Reebok, and Puma in what marketers refer to as ______________.
Explanation
Answer: A - In a focus group, participants recognize Nike, Reebok, and Puma in what marketers refer to as an evoked set. An evoked set is a group of brands that a customer would recognize and consider as alternatives for possible purchases. Recognition, however, is only the first step in making a purchasing decision because customers must evaluate and compare the attributes of each brand before buying them. An evoked set already has a privileged position within customers’ mindsets, as they would consider buying a recognizable brand over an unrecognizable one. This will be the case even if the customer knows little or nothing of the brand’s attributes other than the name.
