Definition

Alternative evaluation

Alternative evaluation is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

Unfortunately, consumers do not use a simple and single evaluation process in all buying situations. Instead, several evaluation processes are at work.

Share it:  Cite

More from this Section

  • Market segment
    A market segment consists of consumers who respond in a similar way to a given set of ...
  • Efficient marketing
    Efficient marketing is the use of electronic data and applications for planning and executing ...
  • Good-value pricing
    Good-value pricing is a strategy that offer the right combination of quality and good ...
  • Learning in Marketing
    Describes changes in an individual’s behavior arising from experience. Learning occurs ...
  • Chain stores
    Chain stores are two or more outlets that are commonly owned and controlled. They have ...