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大学生与购物中心消费者的巧克力购买行为分析

听力内容简介

本文分析了大学生与购物中心消费者在巧克力购买上的行为差异,包括购买频率、价格敏感度和礼品选择偏好,以帮助品牌制定精准营销策略。

小技巧:选中单词后按放大器可以翻译单词哦

文章内容

We're considering three different locations, and each location represents a very distinct target group of consumers. Currently, we will focus on two of these groups: university students and shoppers at South Center Mall. Our team conducted a survey, gathering data from 300 participants, with 150 individuals from each group. The objective was to identify consumption habits, spending behavior, and preferences regarding chocolate products. By examining these two segments, we aimed to better understand how demographic differences influence buying choices. These insights are critical for planning marketing strategies and product positioning, especially for premium chocolate brands that must appeal to specific consumer profiles. The uniqueness of each location helps highlight differences in purchasing behavior and consumer priorities, allowing for more targeted marketing approaches.

Among university students, the survey revealed that they were not very likely to buy premium chocolate. Most students spent less than $3 per week on candy, and they did not exhibit a strong preference for chocolate over other sweets. Any type of candy would satisfy their cravings. Occasionally, students purchased chocolate as a gift, averaging three times a year. When they did, it was typically a single chocolate bar rather than a gift box, and they rarely spent more than $3.50 per purchase. These findings indicate that students are highly price-sensitive and show limited interest in premium options. Understanding their consumption patterns can help brands decide whether offering lower-cost or sample-sized premium products might attract this segment.

Shoppers at South Center Mall showed different behaviors. They generally preferred premium chocolate and spent about $5 per week on chocolate products. When buying gifts, they often chose a box of chocolate two to three times annually, willing to spend between $15 and $20 per box. This group demonstrates a stronger preference for quality and presentation, suggesting that marketing campaigns emphasizing premium quality, gift-giving, and indulgence are more likely to resonate. Their willingness to pay higher prices also indicates less price sensitivity and more focus on perceived value. These insights can guide retailers in product selection, packaging design, and promotional strategies targeted at higher-income or gift-focused consumers.

部分单词释义

  • average

    形容词平均的; 平常的; 典型的; (价值、比率等的)平均数的

    名词平均水平; (速度等的)平均率; 平均估价

    及物动词[数学] 计算…的平均值; 调和,拉平; 分摊; 按比例(或平均)分配(利润等)

    不及物动词平均:作为或达到一个中间值; 维持(有利的)平均价格

    1. 平均数;均值
    An average is the result that you get when you add two or more numbers together and divide the total by the number of numbers you added together.

    e.g. Take the average of those ratios and multiply by a hundred.
    算出那些比率的平均值再乘以100。

    2. 约数;平均值
    You use average to refer to a number or size that varies but is always approximately the same.

    e.g. It takes an average of ten weeks for a house sale to be completed.
    售出一幢房子平均需要10周的时间。

    3. 一般的;通常的;普通的
    An average person or thing is typical or normal.

    e.g. The average adult man burns 1,500 to 2,000 calories per day...
    普通成年男子每天消耗的热量为1,500到2,000卡路里。
    e.g. Packaging is about a third of what is found in an average British dustbin.
    英国垃圾桶里平均约有1/3是产品包装。

    4. 正常数量;一般水平
    An amount or quality that is the average is the normal amount or quality for a particular group of things or people.

    e.g. Most areas suffered more rain than usual, with Northern Ireland getting double the average for the month.
    大部分地区降雨超过通常水平,北爱尔兰地区本月的降水量则为平均值的两倍。

    5. 普通的;寻常的;一般的
    Something that is average is neither very good nor very bad, usually when you had hoped it would be better.

    e.g. I was only average academically.
    我的学习成绩一般。

    averagely
    Most children are not geniuses or stars. They just do averagely well...
    大多数孩子既不是天才也不是明星,他们只是表现平平。
    The songs are performed averagely, although the band seem to be enjoying themselves.
    歌曲演唱得很一般,不过乐队好像很自我陶醉。
  • distinct

    形容词明显的,清楚的; 卓越的,不寻常的; 有区别的; 确切的

    1. 有区别的;不同的;个别的
    If something is distinct from something else of the same type, it is different or separate from it.

    e.g. Engineering and technology are disciplines distinct from one another and from science...
    工程学和工艺学互不相同,也有别于自然学科。
    e.g. This book is divided into two distinct parts.
    这本书分为内容不同的两部分。

    distinctly
    ...a banking industry with two distinctly different sectors.
    涉足两个截然不同领域的银行业
  • preference

    名词偏爱; 优先权; 偏爱的事物; (债权人)受优先偿还的权利

    1. 喜好;偏好;偏爱
    If you have a preference for something, you would like to have or do that thing rather than something else.

    e.g. Parents can express a preference for the school their child attends...
    父母可以表达对自己孩子所上学校的偏好。
    e.g. Many of these products were bought in preference to their own.
    这些产品中有很多是因为认为自己的产品不佳才购进的。

    2. 优惠;优待;优先权
    If you give preference to someone with a particular qualification or feature, you choose them rather than someone else.

    e.g. The Pentagon will give preference to companies which do business electronically.
    美国国防部将会优先考虑那些能够进行电子商务的公司。

  • willing

    形容词乐意的,愿意的; 自愿的,心甘情愿的

    动词will的现在分词; 决心; 用意志力驱使

    1. 乐意的;愿意的
    If someone is willing to do something, they are fairly happy about doing it and will do it if they are asked or required to do it.

    e.g. The military now say they're willing to hold talks with the political parties...
    军方现在说,他们愿意与政党进行谈判。
    e.g. There are, of course, questions which she will not be willing to answer.
    当然,有些问题是她不愿回答的。

    willingness
    I had to prove my willingness to work hard and accept the university's authority.
    我得证明自己愿意努力工作,接受大学校方的管辖。