Final answer:
The term for the specific brands considered by a consumer for purchase in a product category is called the 'evoked set' (option e). It's a critical concept in marketing, as being in a consumer's evoked set increases the chance of a brand being purchased.
Step-by-step explanation:
The term that refers to the specific brands a consumer considers in making a purchase within a particular product category is known as the evoked set. This concept is important in the field of marketing and consumer behavior, explaining the subset of brands that a consumer is familiar with and would entertain the possibility of buying. An evoked set is part of the larger set of brands available in the market, known as the total set.
The brands in the evoked set are those that a consumer recalls from memory at the point of purchase. Marketers strive to ensure that their brand is part of the consumer's evoked set through various marketing strategies and activities.