[雙語翻譯]零售業(yè)外文翻譯—心理因素對肯尼亞連鎖超市消費(fèi)者購買行為的影響（原文）

1、 INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA. GRACE WAMBUI KIBORO, DR. JANE OMWENGA & PROF. MIKE IRAVO European Journal of Business and Strategic Management ISSN ISS

2、N 2518-265X (online) Vol.2, Issue 8, pp 76 - 91, 2017 www.iprjb.org 78 A study by Donoghue and de Klerk (2006) in South Africa indicates that consumer complaining behavior arises from problems experienced from purchasin

3、g products such as electrical household appliances. Thus, many scholars agree that dissatisfaction, a psychological factor is a major determinant of consumer buying behavior. Consumers choose, organize and infer inform

4、ation from advertisements, conversation and media. This way, these consumers create a meaningful image of the world such as a supermarket, products and services (Armstrong & Kotler, 2009). As a result, individuals

5、emerge with different perceptions of the same object (Harper & Makatoumi, 2002). This is due to selective attention (screening out unwanted stimuli), selective distortion (interpreting information to suit personal

6、 perception) and selective retention, which is holding information that supports personal beliefs (Wood, 2008). According to Okach (2002) it is important for marketers such as supermarkets to use pleasant drama and re

7、petition. This creates pleasant memories with their target audience. Kotler and Keller (2016) add that using figurative language positively influences consumer perception. Such advertising creates the desired top of mi

8、nd awareness of the supermarkets, products and services they offer. This is important in influencing the buyer decision-making process (McGuire, 2000). When individuals learn, they change their behavior owing to inte

9、rplay of drivers, stimuli, cues responses and reinforcement (Kotler & Keller, 2013). A consumer with a desire to acquire a digital camera whose experience is rewarding will tend to choose the same brand of products

10、 and from the same seller in the future. Consumers prefer buying products and services from supermarkets that make them feel emotionally proud, excited or confident (Armstrong & Kotler, 2009). Procter & Gamble

11、 launched emotionally tailored advertising in 2009 for Woolite fabric. The company successfully appealed to consumers by riding on how their tide detergent would protect clothes (Kotler & Keller, 2016). An individu

12、al’s lasting favorable or unfavorable evaluations, emotions and action tendencies towards an object or idea comprises their attitude (Wood, 2008). These attitudes, which are also hard to change, can be towards religion

13、, politics, music, food and clothes. This then determines their consumer buying behavior (Okach, 2002). According to Kiesel and Villas-Boas (2007), attitude is responsible for likes and dislikes. Businesses have a maj

14、or role to play in order to create positive attitude toward their products and services. The supermarkets need to understand what happens in the consumer’s consciousness between exposure to external marketing stimuli a

15、nd final purchase that influences their attitudes. This will guide the retailers in designing an effective marketing strategy (Kotler & Keller, 2013). For example, consumers from Kibera, Nairobi-Kenya, are prepared

16、 to use energy saving cooking stoves after learning of their cost saving benefits (Lambe & Senyagwa, 2013). The supermarkets in the neighbourhood can thus sell such stoves to optimize business sales. Lai, Griffin a