BEC商务英语：Consumer Behaviour

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.




词汇速记

retail n.零售 adj.零售的

evaluate v.评价；评估

alternative n.可供选择的事物

routine adj.例行的; 常规的; 日常的

permanently adv.永久地，长期不变地




短语积累

in the case of 至于……， 就……来说

buying decisions 购买决策

a number of 一些

at any time 任何时候; 随时

lead to 导致







句型点拨

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

消费者是所有零售生意关注的焦点，了解消费者在购买决策上是如何受到影响的是很重要的。

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.

大部分消费者在购买前都会收集一些信息并评估可供选择的产品，但是他们搜寻信息的程度取决于购买的类型。

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，一个消费者可能已经决定了到哪里去买一个产品，只是在最后一刻却意识到事实上这是一个错误的选择。




商务话题链接

消费者行为是指消费者为获取、使用、处置消费物品或服务所采取的各种行动，包括购买前的决策过程。消费者行为是与产品或服务的交换密切联系在一起的。在现代市场经济条件下，企业研究消费者行为是着眼于与消费者建立和发展长期的交换关系。为此，不仅需要了解消费者是如何获取产品与服务的，而且也需要了解消费者是如何消费产品，以及产品在用完之后是如何被处置的。因为这些都会影响消费者之后的购买决策。