Admire them for their prudence - but don't tell their friends.

你可以贊賞他們會(huì)過(guò)日子，但千萬(wàn)別告訴他們的朋友。

Middle-income earners are the most enthusiastic consumers of supermarket own-brand products.

英國(guó)中等收入者是超市自有品牌商品最忠實(shí)的消費(fèi)者。

Almost half (48 per cent) of those earning between ￡25,000 and ￡50,000 said they would always choose a supermarket label - generally considered a budget option - when possible, a survey has found.

一項(xiàng)調(diào)查發(fā)現(xiàn)，英國(guó)年收入在2.5萬(wàn)至5萬(wàn)英鎊之間的人中，近一半（48%）的人在購(gòu)物時(shí)會(huì)盡可能地選擇價(jià)格一般較為低廉的超市自有品牌商品。

But more than 10 per cent of them say they are too embarrassed to admit to their friends that they do so.

但超過(guò)10%的人因?yàn)橛X得不好意思，而不會(huì)跟朋友說(shuō)起他們的這一消費(fèi)習(xí)慣。

However, they will draw a line in their hunt for a food bargain.

然而，這些超市自有品牌的忠誠(chéng)消費(fèi)者也有他們的原則。

More than a third of middle earners said they would only shop in a supermarket they deemed to be 'socially reputable', with Sainsbury's and Waitrose topping the popularity poll.

超過(guò)三分之一的中等收入者說(shuō)他們只會(huì)選擇去他們認(rèn)為“有名氣”的超市購(gòu)物，其中圣百利和維特羅斯超市最受歡迎。

Of these, two thirds (62 per cent) claimed that the main motive was a fear of being judged financially on where they shopped.

其中三分之二的人（62%）稱選擇“有名氣”超市的主要原因是害怕別人會(huì)據(jù)此對(duì)他們的經(jīng)濟(jì)狀況評(píng)頭論足。

Of the 48 per cent of middle earners who always chose own-brand products, 10 per cent said they tried to avoid buying any other type of branded goods, with 62 per cent admitting frugality and just 12 per cent believing own brand items were of better quality.

在中等收入者中，48%的人一直都是選擇超市自有品牌商品，10%的人稱他們一般盡量不去購(gòu)買任何其他品牌的商品，62%的人承認(rèn)自己很節(jié)儉，只有12%的人認(rèn)為超市自有品牌質(zhì)量更好。

But 14 per cent of those who bought the supermarket brands would not want their friends to know.

不過(guò)，14%購(gòu)買超市品牌商品的人不愿意讓朋友知道他們的這一消費(fèi)習(xí)慣。

A spokesman for MyVoucher-Codes, which carried out the research, said: 'Although stereotype would have us believe that own brand means a lack of quality, it seems that the middle class is more financially motivated when food shopping, shunning the initial prejudices that often lead to their choice of supermarket.'

開展該調(diào)查的代幣券公司MyVoucher-Codes的一名發(fā)言人說(shuō)：“盡管人們對(duì)超市自有品牌抱有成見，認(rèn)為它們質(zhì)量不好，但似乎中產(chǎn)階級(jí)在購(gòu)買食品時(shí)，會(huì)更多地從經(jīng)濟(jì)方面考慮，拋開最初讓他們選擇有名氣超市的那些偏見?！?/div>
He added that standards have risen to such an extent that a supermarket own brand does not necessarily mean lower quality than the known food label.

他說(shuō)，如今的產(chǎn)品質(zhì)量標(biāo)準(zhǔn)大幅提升，超市自有品牌并不一定比名牌商品質(zhì)量差。


Notes:
prudence: care and good sense that someone shows when making a decision or taking action 節(jié)儉；善于經(jīng)營(yíng)
own-brand: products which have the trademark or label of the shop which sells them, especially a supermarket chain. They are normally cheaper than other popular brands. 自家品牌的（指產(chǎn)品以商店自定的品牌出售）
budget: low in price 價(jià)格低廉的；花錢少的

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