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L i n g asked in 社會與文化語言 · 1 decade ago

徵求幫我解釋這篇報導的重點~

Shoppers Globally Reduce Spending

Shoppers' preference for less expensive and store-branded products is going global with the deepening recession.

A new Nielsen Co. gauge of consumer behavior across 11 of the world's largest economies found consistent shifts in consumer activity soon after a country's economy turned down.

The research firm's findings suggest that consumers globally are rapidly adopting less expensive brands.

'Consumers can be pretty gradual in their change of behavior,' said James Russo, Nielsen's vice president of marketing.

'But what this recession has showed us is that consumers are making changes quickly.'

Spain, whose economy has been hit hard by a housing downturn, showed a particularly sharp change between December and January in consumers quickly cutting back on spending as the recession worsened.

Globally, the study found consumers cutting back on purchases and moving to store brands as confidence weakened. They also showed signs of cutting back on the number of trips to stores, showing moderate signs of stocking up on products they need.

But parts of the world have been slow to shift toward store brands and cheaper products. Japanese consumers, for instance, have long maintained a strong brand mentality that put private-label products at a disadvantage, said Frank Badillo, senior retail economist at Retail Forward, a consulting firm in Columbus, Ohio.

Chinese consumers also showed a preference for name brands given the questions about product safety.

'Brands are looked on as a source of credibility -- it's quality, it's safe and it's going to last for me,' Mr. Badillo said.

Q1:我不太懂文中的store brand指的到底是什麼?

是有名的牌子?還是自營的小牌子?

O2:想請大家幫我翻譯一下然後告訴我重點 謝謝^____^

Update:

一木仙謝謝你的回答~

我還想請問那是不是店頭品牌出產的東西就較不專業呢?

就像是品質會比較不好 所以價格會比較便宜?

Q1的回答要又要如何用英文解說??

因為我星期一要用英文講解這篇報導 比較急 要請各位幫忙了>

1 Answer

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  • ?
    Lv 5
    1 decade ago
    Favorite Answer

    Q1.

    store brand就是店頭品牌.

    舉例來說:

    可口可樂,百事可樂都是飲料界的知名品牌.

    但是,如果家樂福也自己出了一種xx可樂在自己的店裡賣,

    那個家樂福牌的xx可樂就是所謂的store brand.

    通常店頭品牌價格會比知名品牌低,以刺激銷量.

    Q2.

    我想你應該大致都看的懂,我就不全翻了.

    他主要是說消費者全球性地減少支出的情況.

    通常消費者改變消費習慣都是逐漸的,

    可是這次經濟不景氣讓消費者很快地改變了消費習慣.

    有舉了西班牙的例子.

    不過也有例外的地方.

    像日本和中國的消費者則仍比較偏向知名品牌.

    因為知名品牌有品質和安全保障.

    2009-05-17 04:40:15 補充:

    店頭品牌大多數來說, 並不是品質差太多.

    而是他沒有像專業品牌那樣, 需要支出大量的廣告行銷費用和研發費用.

    所以相形之下, 有多餘的降價空間.

    就品質而言, 當然我指的是一般日常生活用品為主.

    對有些高科技產品或是高級奢侈品來說, 差別就很大了.

    這也是這段文章中尚未深入去探討的部分.(可能後面有探討......)

    指的是日本和中國消費者還是願意多花錢來買專業品牌的原因.

    英文的說法:

    推薦你看下面的文章,你就會更清楚了.(自認不會寫得更好)

    http://en.wikipedia.org/wiki/Store_brand

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