Which level of product knowledge is the broadest and most inclusive?

The reasoning behind product class being the broadest and most inclusive level of product knowledge lies in its definition within the context of consumer behavior. A product class encompasses all products that fulfill a similar need or purpose, categorizing them on a high level based on their primary function. For example, the product class of "beverages" includes a wide range of categories such as sodas, juices, and water, reflecting a general type of offering without delving into specific forms or brands.

In contrast, product form refers to the specific type of product characterized by certain attributes or variations within the product class, making it narrower in scope. For instance, within the beverage class, you might have various forms like carbonated drinks or non-carbonated drinks. Similarly, product model pertains to even more specific representations, such as variations of a product marked by brand-specific features or specifications.

Brand awareness, on the other hand, reflects a consumer's recognition and recall of a specific brand, which remains focused on individual brands rather than encompassing a wider category. Thus, the concept of product class is fundamental in consumer behavior, as it serves to organize products into overarching categories that simplify consumer decisions and marketing strategies.