摘要
家庭是社会消费的基本单位,大多数商品都是直接供家庭购买与消费的。即使是家庭个体成员的消费,也会受到家庭各方面因素的直接或间接的影响。家庭特征与家庭消费行为规律之间存在一定联系,尤其是家庭经济收入、家庭类型、家庭生命周期、家庭消费角色对家庭消费行为有很大的影响作用。探讨家庭的消费行为规律,对工商企业制定合理的营销策略有重要的意义。
Households are the basic units of social consumption,and most of the commodities are made for the purchase and consumption of households.Even the consumption behavious of individual members of a family is influenced directly or indirectly by the factors of a household.On the other hand,characteristics of a household is related to its consumption pattern,especially family income,type,life cycle and members'role all have a great influence on a consumption behaviour.A discussion on domestic consumption behavior patterns is most significant in formulating appropriate marketing strategy for businesses.
