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消费者购物决策心理特征是企业选择目标市场和制定产品及促销策略的重要依 据。德国消费者的购物决策行为模型,可以由七个公因子构成,它们分别是品牌意 识、追求完美意识、购物消遣/享乐意识、对选择感到困难的意识、冲动意识、好奇而 追求时尚意识、追求产品多样性的意识。德国消费者对产品生态方面的信息也越 来越重视。跨国企业认识德国消费者购物决策行为,对制定切实可行的国际营销 战略具有重要意义。
The psychological characteristics of consumer shopping decisions are important factors for companies to select target markets and formulate products and promotion strategies. The German consumer’s shopping decision behavior model can consist of seven common factors. They are brand awareness, pursuit of perfection consciousness, shopping pastime/hedonism, difficulty in choice, impulsive awareness, curiosity and pursuit of fashion awareness, pursuit. Product diversity awareness. German consumers are paying more and more attention to product ecology. It is of great significance for multinational corporations to recognize German consumers’ shopping decision-making behaviors and to formulate practical international marketing strategies.