For the same products listed in Question 32, ask five students to list all the brands they
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For the same products listed in Question 32, ask five students to list all the brands they are aware of in each product category. Then have them indicate which ones they might buy (evoked set), which ones they are indifferent toward (inert set), and which brands they strongly dislike and would not purchase (inept set). What are the marketing implications of your results?
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Related Book For
Consumer Behavior Building Marketing Strategy
ISBN: 9781260566482
14th International Edition
Authors: David Mothersbaugh, Delbert Hawkins
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