Which group of consumers has positive means-end knowledge about a product but no particular brand preference?

The group of consumers who are characterized by having positive means-end knowledge about a product but lacking a specific brand preference is best represented by information seekers. These consumers understand the benefits and outcomes associated with a product and see its value, but they do not commit to any particular brand. This suggests that their decision-making process is based on the attributes and advantages of the product itself rather than loyalty or attachment to a specific brand.

Information seekers often explore different options to determine which product best meets their needs, relying on available information to make informed decisions. This behavior contrasts with brand loyalists, who have a strong preference for specific brands, and routine brand buyers, who consistently purchase the same products without much thought. Brand switchers, on the other hand, may vary their brand choices but typically do so based on varying preferences or situational factors, rather than having a strong understanding of the product’s means-end relationship. Thus, the distinction lies in the active pursuit of information and evaluation of products over existing brand attachment.