The Effects Of Product Knowledge Recognition On Initial Evoked Set

There are many categories of products in today's markets. This has made the buying more complex. The consumer cannot consider the brands one by one for the limit of time, mental and physical capacity, when they are buying a product. Generally consumers chose what they buy from an aggregation that has been formed by several brands. This brand aggregation is, what we called, the evoked set. Consumers evaluate the different brands in the evoked set and then chose one brand from the evoked set according to the evaluating results. So whether the manufacturer's brand can go into the evoked set is the key process to sell consumer products. In a conclusion, to study what influences the number of brands in the evoked set is very important and meaningful.This paper studies the effects of consumer product knowledge recognition on evoked set by the demonstration research and we have concluded the specific results. Firstly this paper has reviewed the literatures of scholars before. These literatures are introducing the definitions and composing of product knowledge. After reviewing, we definite the contents of product knowledge that include subject knowledge, specific knowledge and non-specific knowledge. The specific knowledge includes usage experience, others' experience and information collecting. The specific knowledge includes quality, function, performance, external characters and internal characters. Secondly, this paper summarizes and analyzes the measures of consumer product knowledge and evoked set, then revises and adjusts the measures that are used in this paper with a view to the conditions of our researches. The survey takes the college students as the research samples according to the research results before and uses the relative theories to supervise the questionnaire about the MP3 product category. At last this analyzes the data getting from the survey.The results indicate that the subject knowledge has positive influences on the evoked set. The usage experience, others' experience, quality, function and performance have negative influences on the evoked set. The information collecting, external characters and internal characters have positive influences on the evoked set. The positive influences indicate that as the consumer product knowledge increases, the size of evoked set becomes larger. The negative influences indicate that as the consumer product knowledge increases, the size of evoked set becomes smaller.