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Anna and Mark are sitting in the library after a lecture about consumer behavior.

Anna: Mark, what does «consumer behavior» mean?

Mark: Consumer behavior studies how individuals make decisions to spend their money on goods and services.

Anna: What factors influence these decisions?

Mark: Many factors, like income, prices, tastes and preferences, advertising, and social influences.

Anna: How do consumers make choices when resources are limited?

Mark: They try to maximize their satisfaction, which economists call «utility,» while staying within their budget.

Anna: What is utility?

Mark: Utility is the satisfaction or benefit a person gets from consuming a good or service.

Anna: Can you give an example?

Mark: Sure. If you buy an ice cream and it makes you happy, the happiness is the utility. If money is limited, you have to decide how to spend it to get the most utility.

Anna: So understanding consumer behavior helps firms and governments make better decisions.

Mark: Exactly! It explains patterns of consumption and predicts how people respond to changes in prices or income.

Полезные фразы и выражения

consumer behavior – поведение потребителей

to make decisions – принимать решения

goods and services – товары и услуги

income – доход

prices – цены

tastes and preferences – вкусы и предпочтения

advertising – реклама

social influences – социальное влияние

resources – ресурсы

utility – полезность

satisfaction – удовлетворение

budget – бюджет

to maximize satisfaction – максимизировать удовлетворение

patterns of consumption – модели потребления

Упражнения

1. Matching

Соотнеси английские слова с их переводом.

A

consumer behavior

income

utility

budget

advertising

B

a. реклама

b. полезность

c. доход

d. поведение потребителей

e. бюджет

2. Fill in the blanks

Заполни пропуски словами из списка: (satisfaction, prices, tastes, resources, social influences)

Consumers try to maximize __________ when spending money.

Decisions are influenced by __________, like friends and family.

People’s __________ affect what goods and services they choose.

Limited __________ force consumers to make choices.

Changes in __________ can change consumption patterns.

3. Translation

A. Translate into English:

Поведение потребителей изучает, как люди принимают решения о покупке товаров и услуг.

Полезность – это удовлетворение, которое человек получает от потребления товара.

Доход, цены, вкусы и социальное влияние влияют на выбор потребителей.

B. Translate into Russian:

Consumers try to maximize utility while staying within their budget.

Understanding consumer behavior helps firms predict how people respond to changes in prices or income.

4. Speaking Practice (Dialog)

Работай в паре.

Student A: Ask what consumer behavior means.

Student B: Explain that it studies how people make decisions to spend money on goods and services.

Student A: Ask what factors influence consumer choices.

Student B: Explain factors like income, prices, tastes, advertising, and social influences.

Student A: Ask why understanding consumer behavior is important.

Student B: Explain that it helps firms and governments predict consumption patterns and respond to changes in prices or income.

Пример диалога:

Student A: Hi! What is consumer behavior?

Student B: Consumer behavior studies how people make decisions to spend money on goods and services.

Student A: What factors influence these decisions?

Student B: Income, prices, tastes and preferences, advertising, and social influences.

Student A: Why is it important to understand consumer behavior?

Student B: It helps firms and governments predict consumption patterns and respond to changes in prices or income.

Ответы к упражнениям

1. Matching

1 – d

2 – c

3 – b

4 – e

5 – a

2. Fill in the blanks

satisfaction

social influences

tastes

resources

prices

3. Translation

A.

Consumer behavior studies how people make decisions to spend money on goods and services.

Utility is the satisfaction a person gets from consuming a good.

Income, prices, tastes, and social influences affect consumer choices.

B.

Потребители стараются максимизировать полезность, оставаясь в рамках своего бюджета.

Понимание поведения потребителей помогает фирмам прогнозировать реакцию людей на изменения цен или дохода.