| Understanding purchasing and consumption behaviour is a key challenge for marketers. |
了解購買和消費行為模式是市場推廣人員的重要挑戰。 |
| 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，概括而論，是關於了解如何作出購買決定以及產品和服務如何被使用或體驗。 |
| Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives. |
部份購買決定涉及慢長及詳細的過程，包括廣泛的資訊搜尋從而在眾多方案中選擇。 |
| 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. |
其他購買決定，例如衝動購買或習慣性購買，幾乎是即時作出的且只有很少或沒有在資訊搜尋上投入時間或精力。 |
| Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. |
部份購買決定是由團體作出（例如家庭、家庭或企業），有些則由個人作出。
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| 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. |
當一個小群體（例如一個家庭）作出購買決定時，群體內的不同成員可能會參與決策過程的不同階段，或扮演不同的角色。 |
| 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，一個人可能會建議購買類別，另一人則可能搜尋產品的相關資訊，最後另一人可能親身去商店，購買產品並將其帶回家。 |
| It is customary to think about the types of decision roles; such as: |
在決定的過程中會有不同角色類型，例如： |
| The Initiator |
發起人 |
| the person who proposes a brand (or product) for consideration (something in return); |
提出品牌（或產品）讓人予以考慮的人（他會取得回報）； |
| 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; |
作出最終購買決定的人； |
| The Purchaser |
購買者 |
| the one who orders or physically buys it; |
訂購或實際購買該商品的人； |
| The User |
用家 |
| the person who uses or consumes the product. |
使用或消費該產品的人。 |
| In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers |
在一個家庭單位中，成年女性經常代表為整個家庭作出選擇品牌決定，而兒童則是重要的影響者。 |
