Consideration set is defined as a subset of all possible alternatives (Peter & Olson, 2008). Alternatives not included in the consideration set are never preferred. The purpose of this study is to elucidate the mechanism that the information of strawberry cultivars influences formation of consideration set. The consumer research conducted in the Metropolitan Area and Fukushima Prefecture shows several findings as follows. The variety-seeking factor and the habitual factor concerning purchase behavior influence the formation of the consideration set. Moreover, the consideration set is formed with non-awareness set, and suggests the possibility of accidentally preference. Furthermore, the positive feeling that naming brings also influences preference. As a result of clustering the respondent according to the decision making process, the type that prefers various cultivars prefers by the variety-seeking factor. These findings suggest the feasibility of the differentiation by the cultivar of the strawberry.

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