Unit 9 Shopping新编大学英语第二版第二册课文翻译

Unit 9 Shopping

Consumer Behavior of the Youth

David London and Albert D. Bitta

[1]

Marketers

are

interested

in

understanding

what

products

will

sell

well

in

the

youth market. It is also important to appreciate the influence that young people have on

the

purchases

of

others,

such

as

parents.

In

fact,

sometimes

marketers

are

more

interested

in

young

people's

influence

on

other

buyers

than

in

their

role

as

the

main

purchasers of certain items.

[2] How do youths spend their incomes? Both female and male teenagers spend most

of

their

money

on

clothes,

CDs,

stereo

equipment,

entertainment,

and

travel.

Young

women spend most on cosmetics, followed by clothes and jewelry. Young men spend the

most on sporting goods, cameras, CDs, stereo equipment, bicycles, shoes, jeans, musical

instruments, and electronic games.

[3] As a member of a highly consumption-oriented society, teenagers have become

increasingly aware of new products and brands. They are natural “triers” and spend hours

shopping for themselves.

[4] In addition to their direct impact on the marketplace, youths have a secondary

influence

on

many

of

the

products

and

brands

their

parents

choose.

For

example,

research reveals that three out of four teens influence their parents' purchasing decisions.

For

major

purchases,

teens'

highest

influence

occurs

in

the

first

stage

of

the

decision-making process and is strongest for aesthetic considerations such as style, color,

and make of the product but weakest for decisions such as where and when to purchase

and how much money to spend.

[5]

Apple

computer's

research

showed

that

teens

are

influencing

family

decisions

about

buying

computers.

As

a

result,

one

of

its

recent

model

introductions

used

contemporary hit radio and computer magazines popular with young people to encourage

teens to convince their parents to buy the new product.

[6] With the large growth in the number of families of two working parents, youths

are doing more of the food shopping and other shopping for parents. For example, one

study found that 80 percen

t of teenagers were “heavily involved” in family food shopping.

[7] Kraft recognized the importance of teenage grocery shopping and is advertising

on

MTV,

in

network

agencies,

in

teen

magazines,

and

on

contemporary

hit

radio,

emphasizing recipes containing Kraft products. Along with the ad campaign , Kraft also

produced an educational kit on “Food Buymanship ” which is given to home

-economics

teachers to distribute to teenagers in school.

[8] Thus, it is clear that this market also occupies an important position in terms of

its secondary influence on parents' buying decisions.

[9] Another factor emphasizing the market importance of the youth is that this is the

time

when

brand

loyalties

may

be

formed

that

could

last

well

into

adulthood.

For

example,

a

brand- loyalty

study

done

by

Seventeen

magazine

found

that

at

least

30

percent

of

adult

women

were

using

the

same

brands

they

first

chose

as

teenagers.

Translated

into

total

market

figures,

the

findings

would

mean,

for

instance,

that

6,760,000

women

still

are

using

the

same

brand

of

cosmetics

and

8,900,000

still

are

eating the same kind of packaged cheese that they first bought.

[10]

During

the

process

of

making

their

buying

decision,

to

what

extent

are

teens

influenced by parents, friends, sales clerks, media, or other sources? For many product

decisions,

friends

are

the

most

significant

influence.

Nevertheless,

parents

are

still

an

important factor affecting many buying decisions. The important point is that although

peer

pressure

is

quite

strong,

family influences

are

also

significant.

Thus,

the

marketer

should know which group, parents or peers, has the most influence at any given time so

they can plan their marketing strategies properly.

[11]

Teenagers

often

spend

hours

shopping,

especially

on

weekends.

The

fact

that

they are doing more shopping may result in their spending more money in stores they go

to.

In

addition,

youths often

have

a

great

deal

of

authority

in

store-selection

decisions,

which means that stores must attract them with an effective appeal. Although the popular

belief is that young people buy products impulsively and are less rational than the market

as

a

whole,

surveys

indicate

that

most

respondents

aged

14

to

25

compare

prices

and

brands

before

buying.

Research

on

adolescent

shopping

behavior

has

produced

the

following tentative conclusions:

[12]

Adolescents

tend

to

rely

more

on

personal

sources

for

information

on

sophisticated

[N]

products

such

as

computers,

and

most

on

media

for

information

on

more ordinary products such as clothing or cosmetics.

[13] At the product-evaluation stage of the decision process, price and brand name

are perceived as the most important criteria, with a relatively low influence coming from

parents and peers.

[14] As teenagers mature, they use more sources of consumer information prior to

decision making, rely more on friends and less on parents for information and advice in

buying, and prefer to purchase products without parental supervision.

青年人的消费行为

1

研究市场营销的人很想了解什么样 的产品在年轻人市场上会好销。

同时，

充分了解年轻

的影响也很重要。实际上，与年青人作为某些商品 的主要购买者的

地位相比，研究市场营销的人更感兴趣的是他们对别的购买者的影响力。

2

< /p>

年轻人是如何花钱的呢？男女青少年把大部分的钱花在衣服，光碟、立体声音响设备、

娱乐和旅游上。

青年女性把大部分的钱化在化妆品上，

其次是衣服和首饰。

青年男子把大部

分的钱化在体育 用品、照相机、光碟、立体声音响设备、自行车、鞋子、牛仔裤、乐器和电

子游戏上。< /p>

3

青少年，作为高消费社会的成员，越来越注意新产品和新品牌。他们是天生的试用者，

会花好多小时为自己购物。

4

除了他们对市场的直接影响外，年 青人还间接地影响着他们父母对商品品牌的选用。

例如，

研究发 现，四分之三的青少年会影响他们父母的购物决定。

在购买重要物件时，

他们

最大的影响在于决定过程中的最初阶段，

是在诸如 产品的样式、

颜色和品牌等审美方面的考

虑时影响最大，

但在购物的地点、时间、

及花多少钱方面则影响力最小。苹果电脑公司 的研

究表明，

十几岁的青少年在家庭购买电脑的决策方面正发挥 着影响。

因此，

公司在最近一次

介绍产 品型号时利用了深受年青人喜爱的当代流行歌曲电台和电脑杂志，

以便鼓励青少年去

说服他们的父母亲买这种新产品。

5

随着双职工家庭的大量增加，青少年越来越多地帮父母购买食 品及别的东西。例如，有

一项研究发现，百分之八十的青少年

“

大量地参与

”

家庭的食物采购。

KRAFT

公司意识到了

年轻人在购买食品杂 货方面的重要性，

并在音乐电视节目，

网站，

< br>青少年杂志及当代流行歌

曲电台上做广告，突出介绍含有

KRAFT

产品的食谱。与广告宣传相配合，

KRAFT

公司还

编写了一套有关

“

食品购买经验

”

的学习资料，让家政学老师分发给学校里的青少年。

6

因此 ，从间接影响父母购买决策的角度看，青少年市场显然占据一个重要的地位。

7

青少 年市场显得十分重要的另一因素是，青少年时期也许是养成对商品牌子信赖的时

候，而这 种信赖会一直延续到成年以后。例如，

《十七岁》杂志做了一项有关商品品牌信赖

度的研究，

发现至少有百分之三十的成年妇女还在用她们少女时代最初 选用的品牌。

若转换

成市场数字表示，研究发现，总数为

6,760,000

的妇女还在用同一品牌的化妆品，总数为

8,900,000

的妇女还在吃同一种盒装的奶酪，这些都是她们最早 买过的。

8

在青少年进行购物决策的过程中，他们受父母、朋友、售货员 、媒体和别的信息来源

的影响究竟有多大呢？对于许多产品的选定，

朋友的影响最大。

然而，

父母也是影响许多购

物决策的重要因素。

很重要的一点是：

尽管同龄人的 影响很大，

家庭的影响也很重要。

因此，

市场营销人员应该知道在具体某个时间，究竟哪一群人最具影响力，是父母亲还是同龄人，

这样他们就能恰当地筹划自己的营销策略。

9

青少年经常花很长的时间购物，尤其是在周末。青少年现在购 物更多了，也就会使他们

在所光顾的商店里花钱更多。

此外，< /p>

青少年在选择商店上很有决定权，

这就意味着商店必须