| Understanding purchasing and consumption behaviour is a key challenge for marketers. |
了解购买和消费行为对营销人员是一项重要挑战。 |
| Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced. |
从广义上来说，消费者行为是关乎于理解消费者如何做出购买决定，以及他们如何购买产品或是如何体验服务。 |
| Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives. |
有些购买决定需要经过漫长的、繁琐的过程，其中包括搜集大量调查信息，通过了解这些信息，然后从竞品中做出选择。 |
| Other purchase decisions, such as impulse buys or habitual purchases, are made almost instantaneously with little or no investment of time or effort in information search. |
像是冲动性购买或习惯性购买这样的决定，则很少会在调查信息方面花费时间或精力，或是根本不会这么做。 |
| Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. |
有些购买是团体决定（比如：家庭、家族或是商业机构），有些是由个人做出这类决定。 |
| When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles. |
如果是由小型团体（比如：家族）做出的购买决定，成员们会参与不同的决策环节，且担任着不同的角色。 |
| For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home. |
例如：有人会建议应购买哪类产品，有人会查找与产品相关的信息，有人则会亲自去实体店购买产品，并运送回家。 |
| It is customary to think about the types of decision roles; such as: |
通常想到的决策角色的类型有： |
| The Initiator |
倡议者 |
| the person who proposes a brand (or product) for consideration (something in return); |
出于想获得某些方面回报的考虑，这个人会建议购买某品牌（或某产品）； |
| The Influencer |
影响者 |
| someone who recommends a given brand; |
这个人会推荐具体品牌； |
| The Decider |
决定者 |
| the person who makes the ultimate purchase decision; |
这个人会做出最终购买决定； |
| The Purchaser |
购买者 |
| the one who orders or physically buys it; |
这个人会订购产品或亲自购买。 |
| The User |
使用者 |
| the person who uses or consumes the product. |
这个人会使用或消费这件产品。 |
| In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers |
在一个家庭中，成年女性通常会代表全家选择品牌，孩子也会成为重要的影响者。 |
