Perfil do Tradutor: Christine Y. (cyao247)

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I have over 15 years of marketing experience in Hong Kong, mainly in the cosmetics industry. One of the key responsibilities in my day job is to translate all printed and digital marketing materials and ensure consistency across all platforms. I can also perform translation in different subjects.

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Fonte (English)	Destino (Chinese)
Understanding purchasing and consumption behaviour is a key challenge for marketers.	要了解顧客的購買及消費行為對於營銷人員來說是一個重大的挑戰。
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.	消費者行為，從廣泛的意義來說，就是要了解消費者如何作出購買決策及如何使用或體驗該產品或服務。
Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives.	有些購買決策牽涉時間較長及仔細的過程，當中包括廣泛的資料搜索，從而能夠在多個競爭性的替代方案中作出選擇。
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.	其他的購買決策，例如衝動性或慣常性的購買行為，差不多都是突如其來地完成的，很少或甚至沒有投放很多時間或精力作資料搜索。
Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals.	有些購買決策是由團體所作出（例如：家庭、戶主或企業），而其他的則由個人決定。
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.	當一個購買決策是由一個小組作出決定時，例如是一個家庭小組，當中不同的成員可能會參與不同階段的決策過程及擔當不同的角色。
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：一個人會建議購買的產品類別，另一個人去搜索有關產品的資料，而另一個人則會親身到商店購買，並將產品送到家中。
It is customary to think about the types of decision roles; such as:	慣常考慮決策的角色類型：
The Initiator	發起者
the person who proposes a brand (or product) for consideration (something in return);	建議考慮某個品牌（或產品）的人（獲得回報）；
The Influencer	影響者
someone who recommends a given brand;	推薦特定品牌的人；
The Decider	決策者
the person who makes the ultimate purchase decision;	作出最後購買決策的人；
The Purchaser	購買者
the one who orders or physically buys it;	訂購或實際購買的人；
The User	使用者
the person who uses or consumes the product.	使用或消耗該產品的人。
In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers	在一個家庭單元中，成年女性經常代表整個家庭作出品牌的選擇，而孩子則可能成為重要的影響者