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对于消费行为的讨论

时间:2016-02-24 22:20:45 来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
人们购买咖啡豆的原因

问题1是要求我们找出人们愿意为咖啡豆制作的咖啡付更多钱,而不愿将就于一个普通的咖啡店的原因,以及消费者行为的重要性。消费者行为是情感与认知、行为与环境的动态交互,人类行为与环境的相互影响。消费者行为受内部和外部因素影响。这些因素会导致消费者购买行为的变化。因此,我们对于这些因素的理解就显得至关重要。
 
1.1人们为什么购买由咖啡豆制成的咖啡
 
如今,许多人都愿意为花更多钱去买一杯咖啡豆咖啡而不是速溶咖啡。我们需要找出导致这种现象的原因。我采访一些咖啡豆消费者后,发现有一些原因在影响他们对于咖啡购买的选择。
 
1.1.1环境
 
这些人觉得咖啡豆店的环境比一个普通的咖啡店好。他们发现,一般咖啡店的环境让人觉得非常嘈杂和不舒服。通常,很多家庭会在这样的咖啡店消费,那么就有很多孩子会在咖啡店制造噪音。如果有人希望在那里享受一杯咖啡,这势必会影响他们的心情。一些普通的咖啡店可能不卫生,因为他们不太注重自己的清洁工作。他们只是简单地打扫桌子和拖地板。
 
Reasons That People Consume Coffee Bean Coffee Marketing Essay
 
This question 1 is asking us to find out the reasons about the people are willing to pay more for Coffee Bean Coffee than a normal coffee shop and the importance of consumer behavior. Consumer behavior is the dynamic interaction of affect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives. The consumer behavior is affecting by the internal and external factors. Those factors will cause the changes of the buying behavior for the consumer. So, it is very important for us to understand it.
 
1.1人们为什么购买由咖啡豆制成的咖啡-1.1 Reasons that people consume Coffee Bean coffee
 
Nowadays, many people are willing to pay more for Coffee bean coffee than a normal coffee shop. We have to find out the reason about this situation. After we asked few coffee bean consumers, we found out that there are some reasons to affect them to purchase in Coffee bean shop.
 
1.1.1 Environment
 
Those people feel that the environment of Coffee bean shop is better than a normal coffee shop. They found that the environment of the normal coffee shop is very noisy and uncomfortable. Normally, there are many families will consume at the normal coffee shop. There might be a lot of kids will make noise at the coffee shop. If somebody wishes to enjoy a cup of coffee there, this will affect their mood. Some of the normal coffee shop might be unsanitary because they are less focusing on their cleaning work. They will simply clean the table and mop the floor. This situation will make the customer feel uncomfortable when they are consuming there. The environment of Coffee Bean shop is comfort because there is not so much noise. Coffee Bean shop will provide sofa and also will play some soft music for their customer to become more relax and satisfy when they are drinking coffee at the Coffee Bean shop. There are two area in the Coffee Bean shop, air-conditioned area and smoking area. If their customers are smoker, they can enjoy the coffee and smoke at the smoking area. Another customer can choose to sit at the air-conditioned are or smoking area depend on their needs.#p#分页标题#e#
 
1.1.2 Choices
 
According to the description of the people, we found out that more choices of coffee in Coffee Bean than the normal coffee shop. In the normal coffee shop, we only choose to purchase a cup of hot or cold coffee. There is very little choice for the customer to choose and the menu of the normal coffee shop is very limited. It is because those normal coffee shops are small business and they are not able to provide so many choices for their customer. So, those people that can't gain their satisfaction at the normal coffee shop will go to the Coffee Bean shop as it is a worldwide branded coffee shop. We can find that there are many choices in the Coffee Bean shop like ice blended coffee. There also have many type of coffee like espresso, americano, caramel or mocha. The people can enjoy any type of coffee in the Coffee Bean shop depend on their need. This will help them to gain the self satisfaction. They can also have some snacks at the Coffee Bean shop. The snacks that they sell in the Coffee Bean shop are different flavor of muffin, pie or cheese cake. In the normal coffee shop, there might only have toast bread for their snack. So, this is the different between Coffee Bean shop and normal coffee shop.
 
1.1.3 Additional services
Additional service is the other factor to affect the people to purchase in Coffee Bean shop.
 
When we purchased a coffee at Coffee Bean shop, we can have some extra additional things for our coffee like cream or chocolate. We can't find this at the normal coffee shop. The people can add anything that Coffee Bean shop provided for their coffees depend on their needs. Coffee Bean shop also provides free Wi-Fi service for their customers. The customer can enjoy their drink and online with their laptop there. The normal coffee shop can't provide free Wi-Fi service to their customer because they are a small business. Besides, Coffee Bean also will provide a pot of cold water and some sugar at the small table for the customer. Those things are free of charge and customer can use it as much as they like. This will make the customer feel satisfy when they consume at Coffee Bean Shop.
 
1.1.4 Quality of Coffee
The people think that the quality of coffee for Coffee Bean shop is better than the normal coffee shop as Coffee Bean shop is a worldwide branded coffee shop. All of their coffee is passing highly selective processing methods and designed to bring out each bean's inherent potential. All the fruits are hand plucked by their professional staff and roasted to perfection by their own Master Roaster. So, all their coffee bean in every brew is a hallmark of quality. Due to the process of making coffee bean, we know that Coffee Bean shop is very care about the quality of their coffee. So, they will make sure that all the quality of their coffee bean is reached at the prefect level. In this case, the quality of normal coffee shop is lower if compare with the Coffee Bean shop. It is because they might not have so much money to make the coffee bean by themselves. Normally, they are purchasing the stock from the supplier. So, the quality of the coffee bean is hard to control. If the coffee shop has less capital, they will take some low quality of coffee bean stock. So, their quality of coffee is lower than the coffee of Coffee Bean shop.#p#分页标题#e#
 
1.2消费者行为的重要性-1.2 The importance of customer behavior
 
The customer behavior is a factor to affect the sale of any products and services. It is because customer behavior can provide invaluable clues and guidelines to the marketers on new products or services which they should explore. Consumer Behavior also can be defined as the study of when, why, where and how people buy or do not buy any products and services. So, the customer behavior is very important to them to understand the factors that influence the customer buying behavior. So, they have to analyze those factors to make good market plan for attract people to consume their product and service.
 
1.2.1 Culture
All the people are high influenced by their own society because every society is grouped by many different of people with different need, perception or behavior depend on their culture. The different culture will have different of buying behavior. So, the marketers have to know very clear about the culture of their targeted market and make an effective plan to let the customer to accept their product and service. If not, they will lose their customer because of their poor marketing plan.
 
1.2.2 Social
Normally the buying behavior of the people is influenced by their family member and friends. If their family member or friends told them about the product is no good, they will not consume the same product anymore. They will follow and accept the suggestion from their family and friend. The family and friend's opinion are usually from their own experience. This is also a factor that very affects the buying behavior.
 
1.2.3 Economy
Economy is also an important factor to affect the buying behavior. If the economy is bad, the people will not able to consume those product and service. So, the buying behavior of people is related to the economy. Marketer must make the good product pricing to make sure the people can afford to purchase their product and service. If not, they will start to find an alternative product. So, the economy will also affect the people buying behavior.
 
1.2.4 Psychological factor
Every people will have their own perceptions, beliefs and attitude. They might like to consume some fix brand of certain product. So, the marketers have to understand those psychological factors of the people and make some changes in their product. Then, it only will attract the customer to purchase their product and service. If they fail to do this, the consumer will not consume their product anymore.
 
These are all the factors that will influence the buying behavior of the customer. This is the important part for customer behavior. It can let marketers to understand all the factors and find out the solution way to solve the problems. Customers are the end users of the product and services. So, customer behavior is very important for the marketers to make a marketing plan for their product and service. Lastly, we must understand about the content of consumer behavior because it is very useful for us to define the problem that faced by the consumer. There are many factor will cause the consumer behavior. So, the knowledge of consumer behavior can help us to overcome this problem and know clearly about all the factors that can affect the consumer behavior. Coffee Bean is a brand and it will represent much more than a factual, rational connection to the product or service. They go beyond the boundaries of reason and extend into emotions. If they feel satisfy when they consumed the coffee of Coffee Bean, they will continue to consume the same product from Coffee Bean.#p#分页标题#e#
 
Question 2
 
Friends and society opinions on the products and services are always one of the factors influencing individual buying behavior. Comment on how Facebook enhance the impacts from friends and society towards buying behavior.
 
Answer 2:
 
2.0消费行为-2.0 Buying Behavior
 
This question 2 is asking us to find out that how the Facebook enhance the impacts from friends and society towards the buying behavior. Buying behavior involves thoughts and feeling people that experience and their reaction in the consumption process. There are many factors will affect the people buying behavior. So, we have to find out the factors that come from the Facebook website. Those factors are having a strong relationship with the people buying behavior. Therefore, it is important information for us to complete this question.
 
2.1Facebook如何通过朋友和社会的影响来促进购买行为-2.1 How the Facebook enhance the impacts from friends and society towards the buying behavior
 
Now, we know that internet is the important sources for everyone to get the new information. We can get many different type of information from internet. Since we are having a long period time for browsing the internet website, our behavior will be affected by the internet sources. Besides, the friends and society opinions on the product and service are always one of the factors to influence the individual buying behavior. Facebook become a trend of the internet sources. There are many people had attracted by this website. Facebook is a worldwide social networking website. Normally, it used to contract friend or family and business associates. Facebook is a college website founded by Harvard student and it expanded to let everyone know and how to use it. There are many functions in the Facebook and it becomes a factor to attract those people. Facebook can let people easy to know some new friends, share anything that they like, and chatting with their friends. Due to the successful of the Facebook, many people started to put their product's advertisement at the Facebook website. It because there are a large amount of people is using Facebook. So, it might effective to let the people to know about the product. Those advertisements will slowly affect their buying behavior. Facebook has enhanced the impacts from friends and society towards buying behavior. So, we have to find out that how Facebook influence the people buying behavior. Below are the factors that will affect the people buying behavior.
 
2.1.1 Advertisement
Facebook become famous social networking website since last few years ago. Now, the website has a large amount of member from all the country in the world. It becomes a successful place for every people able to communicate with each other from different country. So, many people will have the interest to put their product's advertisement in Facebook. This action will help them to promote their product and service. Normally, the advertisement will appear at the right hand side of the page of Facebook. There will be a picture and some information for the product appears at the advertisement. When the people go to visit Facebook website, they will see the advertisement at every page of the Facebook. When the people see it for few times, they might have the interest to find out that what the advertisement is talking about. Then, they will click it and read the information of the advertisement. So, some of their buying behavior will affect by the advertisement from Facebook. It means the advertisement is a success that will attract people to know and purchase their product and service. This is one of the factors that influence the people buying behavior. Next is the example of the advertisement will appear at the Facebook.#p#分页标题#e#
 
2.1.2 Friends and Society Opinion from Facebook
We will know many new friends from Facebook because Facebook is one of the famous social networking website. We can chat with our friends anytime at Facebook. "Status" is one of the functions of Facebook. This function is used by the users of Facebook to express anything related to their feeling, emotion and perception. Sometime if the people want to purchase some product and service, they will confuse that which brand that they should choose. Normally, they will post at the status of Facebook for asking their friends to give some opinion for them to make the choice. After that, they will gather all the comments and find out that which opinion is the best. For an example, should I have McDonald or KFC for my dinner? Then, some of their friends will reply them and give them some opinion. Their opinion will influence the people buying behavior. If most of their friends suggest them to have McDonald for their dinner, they will follow their friend's opinion and purchase the product. So, the opinion of friends and their society is the factor to affect their buying behavior. Next is the example that showing how the friend's opinion will affect the people buying behavior.
 
2.1.3 Group or pages of Facebook
There are many different types of functions in Facebook. Some of the functions are used by the people to set up an online business. Due to the successful of the Facebook, many people started to set up online business at Facebook. They will make a group or special page for their product and service at Facebook. "Group" and "page" are the functions of the Facebook. Then, they will put all the information and pictures about their product and service inside the group or page of Facebook. After that, they will promote their group and page of their product and service to all their friends. Last, their friends will help them to promote and suggest the group or page to any people that in their friend list at Facebook. If the people are interesting with the product and service, they will join the group or page of the product and service. They can get any information of the product there. If they start to purchase the product or service, it means that their buying behavior is affected by the suggestion from their friends. This is one of the ways that the friends from Facebook to influence the people buying behavior. Next is the example of the group or page of the Facebook.
 
2.1.4 Promotion
Some of the company will set up a group or page like section XX mention at Facebook. It can help them to share any information of new product or service with their customers at the Facebook. If the company is having a promotion for their product or service, they will make a poster and post it at their profile of the group or page at Facebook. All the information will list out at the poster. So, the customers can know it easily from the poster. Some of the customers will share this information with their friends and ask them to try it together. They will share the picture of poster at facebook and tag their friend's name at the picture. This action can let them able to take a look for the poster. The tag users name action is one of the functions of the Facebook and it is one of the ways to share information to their friends. After the people read through the poster, they might have the interest and will go to try it with their friends. This is also the factor that affects the people buying behavior. Next is the example of the promotion of product at Facebook.#p#分页标题#e#
 
Lastly, we found that there are many factors affected the people buying behavior. It is because the buying behavior is normally influence by their friends and society opinions. So, Facebook can easily to affect their buying behavior by the functions that used by the marketers. So, the marketers have to understand their social context and evolving goals by Facebook. Any factor will affect their buying behavior easily. So, we have to understand the content of the buying behavior because it is very complex and useful for us to complete this question. Therefore, we have to find out the factors and overcome it.
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