|English to Polish translations [PRO]|
Marketing - Marketing / Market Research
|English term or phrase: brand consideration|
|Brand Essentials: Of course, there are certain fundamental types of data that you will want on an ongoing basis, such as brand awareness, usage and consideration. So this module is designed to provide these vital basics of brand health.|
W internecie znalazłam:
A well-established model of the buying process shows potential customers having a set of brands that they consider each time they make a purchase decision. This set of considered brands, or the evoked set, is based first on brands that individual buyers:• Are aware of • Are familiar with• Believe will meet their specific needs For example, an individual shopping for a particular product might know of six brands, butbelieves only three are appropriate for his specific needs. These three brands form his consideration or evoked set. This buyer might have only ever used two of the three brands in his consideration. The buyer might refer to other sources of information to help his decision making process, or it might be the case that the buyer believes he already has enough knowledge that he doesn’t need to refer to other sources. If the buyer believes that all the information that he needs is in his own memory, he is said to be conducting an internal search. An internal search is typical with product categories that are familiar to the buyer or when the purchase risk is low. However, when the purchase risk is high or when the product category is unfamiliar, buyers will more actively collect information to aid in their decision making process. This process is known as an external search. An external search can rely on many sources of information such as productliterature, reviews in specialty magazines, and word-of-mouth, such as personal recommendations.
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