北美留学作业代写参考-企业的成功因素。本文是一篇北美留学作业写作范例，主要内容是讲述动机、能力和机会对康普茶这样的饮料的成功起着重要作用。动机是驱使消费者采取行动的因素，“有动机的消费者充满活力，准备好并愿意参与与目标相关的活动”。一个人需要为自己的胃找到健康的平衡，治愈宿醉，或者只是喝一杯含糖量较低的饮料，他就会有动力找到满足这些需求的方法。在本篇作业选取的康普茶的案例中，动机需要相当大的行为，因为它比市场上的其他非酒精饮料更贵，而且可能在任何商店都买不到。个人相关性是影响消费者购买康普茶动机的重要因素之一，因此有健康意识的消费者可能会选择这种产品，因为它是非转基因、无麸质、纯素食的，每8盎司玻璃杯含有2-6克糖和30卡路里。感知到的风险也会影响对康普茶的购买行为。在这种情况下，康普茶饮用者不会认为产品的任何属性有风险；因为瓶子里装着所有的营养成分，所以信息的缺乏是无法应用的。然而，更高的价格使产品具有高风险。但是，一个可能改变它的重要方面是品牌差异化，“是什么让康普茶比竞争对手更好？”。这是营销人员必须说服买家的最重要的任务。下面就一起来看一下这篇北美留学作业的具体内容。
Motivation, Ability, and Opportunity 动机、能力和机会
Motivation, ability and opportunity play significant role in the success for a drink like Kombucha. Motivation is what drives a consumer to take action, “a motivated consumer is energized, ready, and willing to engage in a goal-related activity”. (Hoyer and Maclnnis 45) A person that needs to find a healthy balance for their stomachs, cure hangovers, or just get a less sugary drink is motivated to find a way to satisfy these needs. In Kombucha’s case motivation takes considerable behavior because it is more pricy than other non-alcoholic beverages on the market, and it may not be available at any store. Personal relevance is one of the important factors affection motivation of the consumer towards buying Kombucha, thus a consumer who is health-conscious will likely choose this product because it is non-GMO, gluten-free, vegan and has 2-6 grams of sugar and 30 calories per 8 oz glass. The perceived risk can also impact the purchasing behavior towards Kombucha. In this case Kombucha drinker will not consider any of the attributes of the products to be risky; because the bottle contains all its nutritional facts so that lack of information cannot be applied. However, the higher price makes the product high risk. But, one important aspect that may change it is the brand differentiation, “what makes Kombucha better than the competitors?”. This is the most important task marketers have to convince the buyer.
“In order for motivation to result in action a consumer needs to have the ability to process information, make decisions, or engage in behaviors. Ability is defined as the extent to which consumers have the necessary resources to make the outcome happen” (Hoyer and Maclnnis 62) Since Kombucha is a product that is basically used to relieve upset stomach or generally make you feel better, consumers don’t have many factors that affect their abilities to process information about the product and make decisions about and engage in its buying, usage, and disposition of the drink. The final factor affecting whether motivation results in action is a consumer’s opportunity to engage in a behavior. Time, distractions, and the amount, repetition, and control of information all affect a consumers’ opportunity to process information. Kombucha, like any other product, can be affected by the time pressures of consumers and distractions that might deter or delay them from purchasing a Kombucha bottle; Moreover, Kombucha depends mostly on word of mouth marketing, it does not advertise in any way or have a certain marketing campaign.
“为了激励消费者采取行动，消费者需要有处理信息、做出决策或参与行为的能力。能力被定义为消费者拥有必要资源来实现结果的程度”由于康普茶是一种基本上用于缓解胃部不适或通常让你感觉更好的产品，消费者没有太多因素会影响他们处理有关产品信息的能力，以及对饮料的购买、使用和处置做出决策和参与的能力。影响动机是否导致行动的最后一个因素是消费者参与行为的机会。时间、分心、信息的数量、重复和控制都会影响消费者处理信息的机会。康普茶和任何其他产品一样，可能会受到消费者的时间压力和分心因素的影响，这些因素可能会阻止或推迟他们购买康普茶；此外，康普茶主要依靠口碑营销，它不以任何方式做广告，也没有一定的营销活动。
Exposure, Attention, and Perception 暴露、注意力和感知
“Exposure refers to the process in which the customer comes in contact with a stimulus,” (Hoyer and Maclnnis 70) in Kombucha’s case the customer comes in contact with a drink. When it comes to exposure many factors can take place, for Kombucha shelf placements affects exposure in many levels. Shelf placement for Kombucha should be on eye level where individuals can see it without bending down, making it easier to be seen. There should be advertisings for Kombucha done on sports magazines, fashion magazines, sports arenas, clubs where the crowd are more likely to be young, health-oriented, fitness enthusiasts.
“接触是指顾客接触刺激的过程，”在康普茶的案例中，顾客接触饮料。当谈到暴露时，可能会发生许多因素，因为康普茶货架的放置在许多层面上影响暴露。康普茶的货架位置应与眼睛齐平，个人可以在不弯腰的情况下看到它，这样更容易被看到。应该在体育杂志、时尚杂志、体育场馆和俱乐部上为康普茶做广告，因为那里的人群更有可能是年轻、注重健康的健身爱好者。
The attention given to any one product can depend on the person in question, some people may pay attention to everything around them other may have selective attention where they only see what they want to see. In regards to Kombucha the packaging may have a big impact, as the bottle is very different from other bottles around in its sleek and aesthetically pleasing glass bottle design. Because of its eye-catching label and trendy bottle design attention given to it may be high. The age differences may also play a role here, because a Kombucha drinker is likely to be younger or middle age individual.
对任何一种产品的关注都可能取决于所关注的人，有些人可能会关注周围的一切，另一些人可能会选择性地关注他们只看到他们想看到的东西。关于康普茶，包装可能会产生很大的影响，因为这款瓶子与周围的其他瓶子非常不同，其光滑美观的玻璃瓶设计。由于其引人注目的标签和时尚的瓶子设计，人们对它的关注度可能很高。年龄差异也可能在这方面发挥作用，因为饮用康普茶的人可能更年轻或更中年。
Perception happens through the registration of stimuli by our five senses, which are: vision, hearing, taste, smell, and touch. For Kombucha vision and taste are the senses that are crucial to the product. In regards to vision the product appeals to the consumer through its size, design and shape, this can affect the perception a consumer has towards a Kombucha drink. The taste aspect of Kombucha is very important, as if it is unflavored it may be difficult to drink, but different fruity flavors and carbonation neutralize its original taste, considering it really is a fermented tea. Even though the company may be able to sell one bottle of Kombucha through the good looks and the colors, in order to keep a consumer loyal the taste needs to satisfy the person’s perception of what tastes good.
感知是通过我们的五种感官对刺激的记录来实现的，这五种感官是：视觉、听觉、味觉、嗅觉和触觉。对于康普茶来说，视觉和味觉是产品的关键。就视觉而言，产品通过其尺寸、设计和形状吸引消费者，这可能会影响消费者对康普茶饮料的看法。康普茶的味道非常重要，因为如果它是未发酵的，可能很难饮用，但不同的水果味和碳酸化作用抵消了它的原始味道，因为它确实是一种发酵茶。尽管该公司可能能够通过良好的外观和颜色销售一瓶康普茶，但为了保持消费者的忠诚度，口味需要满足人们对什么味道好的感知。
Knowledge and Understanding 知识和理解
What current Kombucha consumers have already learned about previously is referred to as knowledge content. Kombucha has already reached a state in which a significant number of people know much about the product, their advantages and where to shop for products. Therefore, Kombucha consumers have high knowledge content about the products of the Kombucha brand.
当前康普茶消费者之前已经了解的内容被称为知识内容。康普茶已经达到了一种状态，在这种状态下，相当多的人对产品、它们的优势以及在哪里购买产品有很多了解。因此，康普茶消费者对康普茶品牌的产品具有较高的知识含量。
Kombucha has done a considerable amount of work over the past couple of years to establish a well-known brand name . Most consumers recognize the brand’s glass medicine bottle shape.
康普茶在过去的几年里为建立一个知名品牌做了大量的工作。大多数消费者认可该品牌的玻璃药瓶形状。
Consumers also need not only knowledge when purchasing a product but also need to use that knowledge to understand what matters the most to them. Consumers look for three essential qualifications when purchasing beverages: safety (expiration), efficiency (taste/flavor), and price/familiarity. Expiration dates don’t necessarily pertain to Kombucha drinks because the drinks have a high shelf life and almost always sell much prior to the expiration dates. However, in the case of an expiration date, blame would be based on the retailer to pull any expired food or beverage product off of their shelves. Taste plays a big role in consumer behavior because people want to drink things that taste good and are good for them. Kombucha offers a variety of flavors for their consumers ranging from ginger, rose to pomegranate. The company had also stated that Kombucha has a myriad of benefits such as improved digestion, fighting candida (harmful yeast) overgrowth, mental clarity, and mood stability. Familiarity is a quality that Kombuch has acquired over the years due to high knowledge content and positive feedback from consumers. Due to the high quality that Kombucha has provided over the years of great tasting beverages, consumers are familiar with the product and tend to repurchase the product.
消费者在购买产品时不仅需要知识，还需要利用这些知识来了解对他们来说最重要的是什么。消费者在购买饮料时需要三个基本条件：安全性（有效期）、效率（口味/风味）和价格/熟悉度。有效期不一定与康普茶饮料有关，因为康普茶饮料的保质期很长，而且几乎总是在有效期之前售出。然而，在保质期的情况下，责任将归咎于零售商将任何过期的食品或饮料下架。味道在消费者行为中起着重要作用，因为人们想喝味道好、对自己有益的东西。康普茶为消费者提供了从生姜、玫瑰到石榴的各种口味。该公司还表示，康普茶有很多好处，如改善消化、对抗念珠菌（有害酵母）过度生长、精神清晰和情绪稳定。由于知识含量高和消费者的积极反馈，康普茶多年来获得了熟悉度。由于康普茶多年来提供的高质量美味饮料，消费者对该产品很熟悉，并倾向于重新购买该产品。
Attitudes Based on High Effort 基于努力的态度
Kombucha consumers don’t make their attitudes based on high effort because it doesn’t require a lot of thinking or require a lot of work.
康普茶的消费者不会把他们的态度建立在高度努力的基础上，因为这不需要大量的思考或工作。
Attitudes Based on Low Effort 基于低努力的态度
“When consumers are either unwilling or unable to exert a lot of effort or devote many emotional resources to processing the central idea behind a marketing communication, we characterize is as a low-effort situation.” (Hoyer and Maclnnis 149) The reason why a Kombucha drink is considered a low-effort situation is because an individual purchasing a power drink is because of one of two reason: they are thirsty or looking for a healthy drink that will provide a better performance for their stomach. One when is thirsty it doesn’t take much effort to relieve one’s thirst.
“当消费者不愿意或无法投入大量精力或投入大量情感资源来处理营销传播背后的核心思想时，我们将其描述为低投入的情况。“康普茶饮料之所以被认为是一种低成本的情况，是因为个人购买强力饮料是因为两个原因之一：他们口渴或正在寻找一种对胃有更好效果的健康饮料。口渴的时候不需要太多力气就能解渴。
One way of evoking consumers’ attitudes without invoking much processing effort is classical conditioning. When classical conditioning takes place “it produces a response to a stimulus by repeatedly paring it with another stimulus that automatically produces this response.” (Hoyer and Maclnnis 157) Classical conditioning plays a big part in Kombucha sales. Consumers are aware of the shape and label of Kombucha products and reach for that known item when purchasing their products; these consumers are not conditioned on looking for the brand Kombucha but rather know Kombucha based off of its packaging and color.
在不需要太多处理工作的情况下唤起消费者态度的一种方法是经典条件反射。当经典调理发生时，“它会通过反复将刺激与自动产生这种反应的另一种刺激相抵消来产生对刺激的反应。”经典调理在康普茶的销售中发挥着重要作用。消费者知道康普茶产品的形状和标签，并在购买产品时接触到已知的产品；这些消费者并不习惯于寻找康普茶品牌，而是根据其包装和颜色来了解康普茶。
Under conditions of low effort, manufactures of products need to consistently create favorable attitudes to keep attracting consumers. Kombucha is constantly coming out with newer flavors and products to keep their brand name strong. The company launched Enlightened Kombucha, a lighter and smoother alternative with the same amount of nutritional value (when)?. The introduction of the Enlightened Kombucha along with the consistent new flavors introduced to the market each year keep Kombucha away from experiencing wear out, which is an occurrence when consumers become tired of the brand and its attributes.
在低投入的条件下，产品制造商需要始终如一地创造有利的态度，以不断吸引消费者。康普茶不断推出新的口味和产品，以保持其品牌知名度。该公司推出了Enlightened康普茶，这是一种更轻、更光滑的替代品，具有相同的营养价值。启蒙康普茶的推出，以及每年推向市场的始终如一的新口味，使康普茶避免了磨损，这是消费者对品牌及其属性感到厌倦时发生的情况。
Problem Recognition and Information Search 问题识别与信息搜索
Expectations and aspirations are often stimulated by our own personal motivations whether it is our self-image or aspects in our particular culture. “Problem recognition is the perceived difference between an ideal and an actual state. This is a critical stage is the decision process because it motivates the consumer to action.” (Hoyer and Maclnnis 195) Kombucha has always associated themselves with being a healthy probiotic drink that revitalizes the body. An athlete or aspiring one could hear about Kombucha as something that will help them achieve what they strive to emulate. Although Kombucha aims to this “ideal state” of healthy body, a consumer’s “actual state” of mind could interfere with the products allusiveness. By goals and usage situations, Kombucha sponsored influencers may induce the aspiration of moving from an actual state to an ideal state and motivate a consumer to buy their product. In response, Kombucha has presented their product as a solution to a consumer’s problem furthermore increasing their attractiveness within a consumer’s evoked set of soft drinks.
期望和抱负往往是由我们自己的个人动机激发的，无论是我们的自我形象还是我们特定文化中的方面。“问题识别是理想状态和实际状态之间的感知差异。这是决策过程的关键阶段，因为它会激励消费者采取行动。”康普茶一直将自己与成为一种健康的益生菌饮料联系在一起，使身体恢复活力。运动员或有抱负的人可能会听说康普茶可以帮助他们实现他们努力效仿的目标。尽管康普茶的目标是健康身体的“理想状态”，但消费者的“实际状态”可能会干扰产品的诱惑力。通过目标和使用情况，康普茶赞助的影响者可能会引发从实际状态转变为理想状态的愿望，并激励消费者购买他们的产品。作为回应，康普茶将他们的产品作为消费者问题的解决方案，进一步提高了它们在消费者唤起的软饮料中的吸引力。
When a problem or dissatisfaction is presented, a consumer will begin the decision process by searching internally for information on ways to assess their detainments. Because most of the information we store concerning products are stored in our short term slot, specific facts of a product could be lost. However, with sufficient information and interest a consumer could recall a specific product they could refer to. Kombucha’s website successfully presents all of the information needed regarding the produc. Kombucha’s information accessibility is one of their strongest associative links. Their specific use of goals, salience, and vividness within their promotions has induced sales and product preference.
当出现问题或不满时，消费者将通过内部搜索有关评估其细节的信息来开始决策过程。因为我们存储的大多数关于产品的信息都存储在我们的短期槽中，所以产品的特定事实可能会丢失。然而，如果有足够的信息和兴趣，消费者可以召回他们可以参考的特定产品。康普茶的网站成功地提供了有关该产品所需的所有信息。康普茶的信息可访问性是它们之间最紧密的联系之一。他们在促销活动中对目标、突出性和生动性的具体使用引发了销售和产品偏好。
Judgment and Decision-Making Based on High Effort 基于高努力的判断与决策
As stated before, Kombucha consumers don’t make their attitudes based on high effort, therefore their judgment and decision-making is not based on high effort but low effort as well.
如作业前所述，康普茶消费者的态度并不是建立在高努力的基础上的，因此他们的判断和决策也不是基于高努力，而是基于低努力。
Judgment and Decision-Making Based on Low Effort 基于低努力的判断与决策
Evaluation of a consumer’s judgment and decision-making are important behavioral characteristics to take into consideration as a Kombucha marketer. When consumer have low motivation, ability, and opportunity to process information, such as purchasing a soft drink or powerful healthy drink, consumers may simplify their decisions and not put too much thought when purchasing a brand they like.
评估消费者的判断和决策是康普茶营销人员需要考虑的重要行为特征。当消费者处理信息的动机、能力和机会较低时，例如购买软饮料或强效健康饮料，消费者可能会简化决策，在购买自己喜欢的品牌时不会花太多心思。
When consumers make low-elaboration decisions it usually is made unconsciously and sometimes consciously, but with very little effort. GT’s Kombucha is known as the primary kombucha drink, other famous drinks include Health-Ade Kombucha but don’t compare to GT’s Kombucha’s market share; this is a great advantage to Kombucha because the Kombucha brand name and logo can be easily identified by individuals. As a result a consumer may purchase a Kombucha bottle without being consciously aware that they are doing so because they’ve been largely exposed to the brand name and logo.
当消费者做出低细节的决定时，通常是无意识的，有时是有意识的，但几乎没有付出什么努力。GT的康普茶被称为主要的康普茶饮料，其他著名的饮料包括Health Ade康普茶，但无法与GT的康普酒市场份额相比；这对康普茶来说是一个巨大的优势，因为康普茶的品牌名称和标志可以很容易地被个人识别。因此，消费者可能会在没有意识到自己这样做的情况下购买康普茶瓶，因为他们在很大程度上接触了品牌名称和标志。
Post-Decision Processes 决策后流程
The purpose of Kombucha and other healthy drinks is to reinvent the balance in one’s body quickly and help improve digestion. Kombucha asserts that when one drinks their fluid it will improve the health state of the body and it functioning normally. It is easy for a consumer to simply read what Kombucha can offer them and believe it, but how about if they have concerns or questions regarding if it really does offer what it states? This creates a post-decision dissonance, “a feeling of anxiety over whether the correct decision was made” (Hoyer and Maclnnis 272)
普茶和其他健康饮料的目的是快速重塑身体平衡，帮助改善消化。康普茶声称，当一个人喝下他们的液体时，它会改善身体的健康状态，使其正常工作。消费者很容易简单地阅读康普茶能为他们提供什么并相信它，但如果他们对康普茶是否真的提供了它所说的东西有顾虑或疑问呢？这造成了决策后的不和谐，“对是否做出了正确的决定感到焦虑”
One way to examine the validity of Kombucha’s claims is by examining experimental research on sport drinks and see if the results match the claims. Thankfully research has confirmed that for the most part the claims made by companies such as Kombucha are true. But it is extremely important to note that Kombucha is not essential every time you have digestive problems and in some cases medicine may work better. What this research provides is a greater sense of satisfaction when a consumer purchases a Kombucha bottle, they believe their evaluations of what Kombucha will offer them will fulfill their needs. Kombucha satisfaction is important to Kombucha because satisfied customers are more likely to remain customers, be brand loyal, and be committed to the product.
检验康普茶声明有效性的一种方法是检查运动饮料的实验研究，看看结果是否与声明相符。值得庆幸的是，研究证实，康普茶等公司的说法在很大程度上是真实的。但非常重要的是要注意，康普茶并不是每次你有消化问题时都必不可少的，在某些情况下，药物可能会更好。这项研究提供的是一种更大的满足感，当消费者购买康普茶瓶时，他们相信他们对康普茶将为他们提供什么的评估将满足他们的需求。康普茶的满意度对康普茶来说很重要，因为满意的客户更有可能成为客户，忠于品牌，并致力于产品。
Consumer Diversity 消费者多样性
Several diversity influences affect consumer behavior, they include: age, gender, the region in which consumers live in, and among subgroups of individuals with unique patterns of ethnicity and religion because of their different traditions, customs, and preferences.
多种多样性影响影响消费者行为，包括：年龄、性别、消费者居住的地区，以及由于不同的传统、习俗和偏好而具有独特种族和宗教模式的个人亚群体。
Kombucha consumers are usually teens and Gen Y’ers, also known as millenniums. These consumers are media and tech savvy. They follow and create trends. Since health-cosciousness has turned into a sort of a trend, these millenials are loyal consumers of Kombucha.
多种多样性影响影响消费者行为，包括：年龄、性别、消费者居住的地区，以及由于不同的传统、习俗和偏好而具有独特种族和宗教模式的个人亚群体。
When it comes to gender, Kombucha is marketed to both males and females. Kombucha is also offered in any region where a consumer might live in, as well as to every consumer, regardless of ethnicity and religion.
说到性别，康普茶既面向男性，也面向女性。康普茶还提供给消费者可能居住的任何地区，以及每一位消费者，无论种族和宗教。
Social Class and Household Influences 社会阶层与家庭影响
“Social class hierarchy is the grouping of member in society according to statues of high and low.” (Hoyer and Maclnnis 326) Social class hierarchy is important because many people in the same hierarchy share similar life experiences therefore, share similar values and similar behavior patterns; thus one of the most influential determinants to purchasing decisions are from members of their social group, because they regularly cross paths. However, influence goes beyond one class influence and normally can trickle down to other classes. When it comes to products of consumption, such as Kombucha, it is common that all or most social classes share the same products, which cause for the disappearance of class distinctions, or in other words, social class fragmentation.
“社会阶级等级制度是根据高低等级对社会成员进行分组。”社会阶级等级制很重要，因为同一等级制度中的许多人都有相似的生活经历，因此有相似的价值观和相似的行为模式；因此，对购买决策最具影响力的决定因素之一来自他们的社会群体成员，因为他们经常会有交集。然而，影响力超越了一个阶级的影响力，通常可以渗透到其他阶级。当涉及到消费产品时，如康普茶，所有或大多数社会阶层共享相同的产品是很常见的，这导致了阶级差异的消失，或者换句话说，社会阶级分裂。
Kombucha is a brand flavored carbonated healthy drink. Kombucha is intended to be consumed during physical active occasions, however Kombucha is consumed even when the people drinking it are not involved in physical activity. There are no capital barriers for a consumer to consume Kombucha. Kombucha is a beverage priced at an affordable rate as other healthy drinks, that results in consumers from any social call able to purchase a Kombucha bottle.
“社会阶级等级制度是根据高低等级对社会成员进行分组。”社会阶级等级制很重要，因为同一等级制度中的许多人都有相似的生活经历，因此有相似的价值观和相似的行为模式；因此，对购买决策最具影响力的决定因素之一来自他们的社会群体成员，因为他们经常会有交集。然而，影响力超越了一个阶级的影响力，通常可以渗透到其他阶级。当涉及到消费产品时，如康普茶，所有或大多数社会阶层共享相同的产品是很常见的，这导致了阶级差异的消失，或者换句话说，社会阶级分裂。
Psychographics: Values, Personality, and Lifestyles 心理学：价值观、个性和生活方式
Values, personality, and lifestyles constitute the basin components of psychographics. Now more than even marketers use psychographics to gain a more detailed understanding of consumer behavior than they can get from demographic variables.
价值观、个性和生活方式构成了心理图形的基本组成部分。现在，甚至营销人员都使用心理图来获得对消费者行为的更详细的了解，而不是从人口统计变量中获得。
In Kombucha’s case, it is imperative for it to understand the values of the western culture because the company is primarily consumed by Western societies. “The Western culture values: materialism, the home, work and play, individualism, family and children, health, hedonism, youth, authenticity, the environment, and technology.” (Hoyer and Maclnnis 358) One addition that the company made to the original Classic Kombucha is the amount of calories and sugar per serving since it was more apparent that many consumers were becoming more health conscious. Since Western consumers overwhelmingly chooses products that offer a variety of health benefits, changing the calorie intake per serving gives consumers an additional benefit which increases consumer satisfaction of Kombucha.
在康普茶的案例中，它必须了解西方文化的价值观，因为该公司主要被西方社会消费。“西方文化价值观：物质主义、家庭、工作和娱乐、个人主义、家庭和儿童、健康、享乐主义、年轻、真实、环境和技术。“该公司在最初的经典康普茶基础上增加了每份的卡路里和糖含量，因为很明显，许多消费者越来越注重健康。由于西方消费者绝大多数选择能提供多种健康益处的产品，改变每份的卡路里摄入量会给消费者带来额外的好处，从而提高消费者对康普茶的满意度。
Knowing the personality of a Kombucha consumer is also important. The personality of a Kombucha consumer is likely to be an athletic individual that needs to replenish their thirst and bacteria balance fast. Furthermore, a Kombucha consumer is also very likely to be at places such as the gym and park, and other recreational locations. Following the personality of a Kombucha consumer is how they live their life, their “lifestyle”. People who consume Kombucha choose to do so because of its convenient size, availability and multiple benefits.
在康普茶的案例中，它必须了解西方文化的价值观，因为该公司主要被西方社会消费。“西方文化价值观：物质主义、家庭、工作和娱乐、个人主义、家庭和儿童、健康、享乐主义、年轻、真实、环境和技术。“该公司在最初的经典康普茶基础上增加了每份的卡路里和糖含量，因为很明显，许多消费者越来越注重健康。由于西方消费者绝大多数选择能提供多种健康益处的产品，改变每份的卡路里摄入量会给消费者带来额外的好处，从而提高消费者对康普茶的满意度。
Social Influences on Consumer Behavior 消费者行为的社会影响
A product will not be successful if it doesn’t have social influences. We have learned that “social influence is information by and implicit or explicit pressures from individuals, groups, and the mass media that affect how a person behaves.” (Hoyer and Maclnnis 386)
如果一个产品没有社会影响，它就不会成功。我们已经了解到，“社会影响是个人、团体和大众媒体的信息以及影响一个人行为的隐性或显性压力。”
Kombucha brand utilizes word-of-mouth marketing sources and social influencers. Social media is a powerful marketing tool because it reaches many people, and it has been said to be one of the most important marketing techniques for a successful product or service. Kombucha uses an opinion leader to market their products to the consumer. “The opinion leader is a special source of social influence who acts as an information broker between the mass media and the opinions and behaviors of an individual or group.” (Hoyer and Maclnnis 31)
康普茶品牌利用口碑营销资源和社会影响者。社交媒体是一种强大的营销工具，因为它能接触到很多人，据说它是成功产品或服务最重要的营销技术之一。康普茶使用意见领袖向消费者推销他们的产品。“意见领袖是社会影响力的特殊来源，是大众媒体与个人或团体的意见和行为之间的信息中介。”
Ethics, Social Responsibility, & the Dark Side of Consumer Behavior & Marketing 道德、社会责任与消费者行为和营销的黑暗面
Kombucha hasn’t had any major lawsuits where their ethics and the social responsibility they have to society have come to question. Thus, Kombucha has been victorious in creating a product that doesn’t harm individuals, as well as the environment.
康普茶还没有发生过任何重大诉讼，他们的道德和对社会的社会责任受到质疑。因此，康普茶在创造一种不会伤害个人和环境的产品方面取得了胜利。
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