Consideration set

The consideration set is the small group of brands a buyer actually considers in a concrete buying situation, usually two to five, out of a category with dozens of options. Brands outside the set do not compete, however good their offer; the decisive competitive battle is won before comparison starts, in memory. The set is also situational: the same beer brand is in the set for a party but not for a gift. Effective marketing therefore builds broad links to entry points rather than trusting it will win the comparison stage.

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