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Extending the line of brands variety seekers are known to buy could be an appropriate strategy.However,because an increase in product variety generally requires more time and effort by consumers to learn about and evaluate the different brands,perhaps not all Germans will be well disposed toward more choice because they are not willing to devote more precious time to brand decision making.Targeting variety seekers could be a viable strategy for smaller and/or less successful manufacturers because as Feinberg,Kahn,and McAlister conclude,”Increasing the consumer’s desire for variety is likely to increase the market share of the least preferred brand”.Moreover,there is evidence that promotional activities and price discounts can increase sales in variety-seeking segments ,which may be useful tactics of German marketers to employ.
An extension of the CSI with obvious marketing implications would be to use it for market segmentation.When looking at the relevant literature ,there is reason to believe that consumers can be clustered meaingfully into segments,given that powerful discriminant decision-making traits can be found.Consumers in such segments are likely to display within-category product and service preference homogeneity,which can be the basis for the segment.For example,a cluster consisting of consumers who score highly on the Recreational/Hedonism,Novelty-Fashion Consciousness,and Varirty seeking factors would reflect different consumer decision-making charcteristics than one consisting of consumers who are perfectionistic and brand conscious.Products that convey an image of quality,durability,and prestige,for example,are likely to appeal to members of the latter segment who demand well-known,superior products.however,marketers need to build an understanding of consumer decision-making styles so that future research can estblish whether such segments exist and are accessible,sustainable,and stable.
The German CSI findings also have implications for consumer affairs.For example,impulsive,variety-seeking consumers can increase their propensity to get into debt.The identification of seven characteristics of decision-making styles can help to profile an individual’s mental orientation toward shopping,which can then be used to educate consumers about their decision-making characteristics.Debt counselors could use the CSI to help identify a consumer’s decision-making style,which would help them educate consumer to become more discerning and rational spenders.Eventually,if validated in other European countrise,it could help consumer groups to identify broad differences in consumer decision-making styles that could be applied in pan-European debt-counseling educational programs.This type of education could help to prepare certain consumer segments with less experience to function more effectively as consumer.
参考答案:品牌多样化购买群体的拓展可成为适当的策略。然而，由于产品多样化的增长，消费者一般需要更多时间和精力来学习和评价不同品牌，或许并非所有德国人能很好地处理更多选择，因他们不愿把宝贵时间浪费在品牌决策上。多样化搜索者的定位能成为小型的和/或不太成功的制造商的一种可行的策略，Feinberg、Kahn和McAlister总结说：“增加消费者对多样化的渴望，似乎就能增加最不受欢迎的品牌的市场份额”。而且，有证据表明促销活动和降价销售能增加多样化搜寻细分市场的销售量，这是德国销售商采用的非常有用策略。
带有明显销售性的沟通满意度表的拓展应用是用来细分市场。当看到相关文献时，我们有理由相信消费者能被有意地集结为一个个部分并给出有力的判别决策。这部分消费者喜欢类别内的产品和服务偏好的一致性，这是顾客细分的基础。例如，一个由高度关注休闲/享乐主义、新奇/流行意识和多样化搜索因素的消费者组成的集群将会比一个完美主义型和品牌意识型消费者组成的集群更能反映不同的消费者决策特点。例如带有质量、耐用性和名誉印象的产品似乎能吸引需要名牌的、最优质产品的后一种细分顾客。然而，销售商需要形成一种对消费者决策类型的认识，以便未来研究能确定这类细分顾客是否存在，以及是否是可争取的、可持续的和稳定的。
德国人沟通满意度表的发现也能给消费者提供指导。例如，冲动型、多样化搜寻型的消费者能加重他们的负债感。决策类型7个特点的鉴定有助于剖析一个人对购物的心理倾向并进而对消费者进行决策特点教育。债权人能利用沟通满意度表来帮助鉴别消费者的决策类型，而这种鉴别能帮助他们把消费者教育成为更敏锐、更理性的消费群体。最后，如果这种观点在欧洲其他国家都行之有效，就能帮助销售商鉴定消费者决策类型的巨大差异并用于泛欧洲的债务咨询教育程序。这类教育能帮助他们为经验较少的特定细分顾客拟定更有效的消费方式。