M.Tech. Business Administration. Business School. / Evoked sets can be defined as the group of products or companies that come to mind when considering a purchase. An evoked set is a set of products of which a consumer is aware and which are considered for purchase. The proliferation of brands occurring in the consumer goods markets, create information processing problems for the consumers. They must often devise means to simplify their purchase decisions. One of the results of this simplification process is the existence of what is referred to as "evoked set", which include the brands the buyer considers when he contemplates purchasing a unit of the product class. Since the evoked set is a subset of the products available in the marketplace, the evoked set formation is seen as an information load reducing mechanism used by consumers to reduce the cognitive complexity of the brand choice process. The purpose of this study is to identify the most powerful brands of perfumes based on an analysis of consumers' unaided recall of perfume brands. This study seeks to provide a snapshot of some of the leading perfume brands from a consumer decision making process, rather than a business perspective.