Consumer Behaviour

The
consumer is the focus of all retail business and it is important to appreciate how
consumers are in influenced in their buying decisions. Most consumers, before
making a purchase, gather information and evaluate the alternatives, but the
extent to which they look for information depends on the type of purchase. For
example, in the case of routine grocery purchases most consumers respond automatically.
However, for purchases where the risk of making the wrong decision is greater,
like buying a new car, the search for information is more important. The decision
to purchase is never a single decision but a number of separate decisions, and
at any time during this process, consumers can change their minds and choose an
alternative route. For example, a consumer may have decided where to buy a
product only to realize at the last moment that this is, in fact, the wrong choice.
The price in the store may be too high or the staff unhelpful. On the other
hand, a lack of queues, favourable credit facilities and efficient staff all
lead to a positive impression, so retailers should remember how difficulties in
these areas can affect a sale or even lose a customer permanently.




詞匯速記

retail n.零售 adj.零售的

evaluate v.評價；評估

alternative n.可供選擇的事物

routine adj.例行的; 常規的; 日常的

permanently adv.永久地，長期不變地




短語積累

in the case of 至于……， 就……來說

buying decisions 購買決策

a number of 一些

at any time 任何時候; 隨時

lead to 導致







句型點撥

The consumer is the focus of all retail
business and it is important to appreciate how consumers are in influenced in
their buying decisions.

消費者是所有零售生意關注的焦點，了解消費者在購買決策上是如何受到影響的是很重要的。

Most consumers, before making a purchase,
gather information and evaluate the alternatives, but the extent to which they
look for information depends on the type of purchase.

大部分消費者在購買前都會收集一些信息并評估可供選擇的產品，但是他們搜尋信息的程度取決于購買的類型。

For example, a consumer may have decided
where to buy a product only to realize at the last moment that this is, in
fact, the wrong choice.

例如，一個消費者可能已經決定了到哪里去買一個產品，只是在最后一刻卻意識到事實上這是一個錯誤的選擇。




商務話題鏈接

消費者行為是指消費者為獲取、使用、處置消費物品或服務所采取的各種行動，包括購買前的決策過程。消費者行為是與產品或服務的交換密切聯系在一起的。在現代市場經濟條件下，企業研究消費者行為是著眼于與消費者建立和發展長期的交換關系。為此，不僅需要了解消費者是如何獲取產品與服務的，而且也需要了解消費者是如何消費產品，以及產品在用完之后是如何被處置的。因為這些都會影響消費者之后的購買決策。