After information is collected, the consumer will be able to evaluate the different alternatives. The evaluation of alternatives will vary among customers and purchases (Wright, 2006). In some cases, customers make little or no evaluation, and make their buying decision based on impulse and intuition. In cases where little or no evaluation of alternatives is used, can be originated by a habitual decision process. On the other hand, the consumers who are engaged to an extended problem solving process, may carefully evaluate among several brands. The alternatives that are actively considered during the selection process are known as consumers’ evoked set. This evoked set consists of products or brands that are already in the consumer’s memory, plus important ones in a retail environment. Even if a consumer ponders amongamongst many alternatives, the evoked set usually includes only a small number of alternatives. These alternatives share few similar features with each other (Solomon, 2004).