Which concept refers to the buyer’s set of options that they actively consider?

The concept that refers to the buyer’s set of options that they actively consider is known as the evoked set. This term describes the specific group of brands or products that a consumer actively thinks about when contemplating a purchase decision. The evoked set is important because it represents the alternatives that are top of mind and thus likely to be evaluated in the decision-making process.

When a consumer is faced with a purchasing decision, they often have various options in mind based on their preferences, experiences, and marketing exposure. The evoked set is usually smaller than the total number of options available in the market and consists only of those that the consumer deems relevant or appealing. This is critical for marketers to understand, as getting into a consumer's evoked set increases the chances that their product will be considered during the buying process.

Other concepts, while related, refer to different aspects of consumer decision-making. The inert set, for instance, includes options that the consumer is aware of but does not feel strongly about, thus not actively considering them for purchase. The available set refers to all the products that are physically available to the consumer but does not imply any consideration level. The choice set typically narrows the focus even further to those options the consumer is ready to choose