Hanh Vi Khach Hang-thuy

8/6/2019 Hanh Vi Khach Hang-thuy

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B GIO DC V O TO

TRNG I HC MTHNH PH H CH MINH

TI LIU HNG DN HC TP

HNH VI KHCH HNG

Bin son: ThS. T TH HNG HNH

THNH PH H CH MINH 2009


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MC LC

Bi 1: TNG QUAN V HNH VI KHCH HNG V

CHIN LC MARKETING ........................................... 10

I. Hnh vi khch hng l g? .............................................................. 11

II. Ti sao phi nghin cu hnh vi khch hng? ............................... 14

III. Phn bit v xc nh vai tr ca khch hng ................................. 15

IV. Nghin cu hnh vi khch hng ..................................................... 17

V. Hnh vi khch hng v chin lc Marketing ............................... 20

Tm tt bi 1 .......................................................................................... 23

Bi tp .................................................................................................... 25

Bi 2: HNH VI KHCH HNG TRC KHI MUA SM

NHN BIT NHU CU V TM KIM THNG

TIN ........................................................................................ 26

I. Nhn bit nhu cu ........................................................................... 28

II. Tm kim thng tin ......................................................................... 36

Tm tt bi 2 .......................................................................................... 47

Bi tp .................................................................................................... 48

Bi 3: HNH VI KHCH HNG KHI MUA SM NH


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GI V LA CHN CC GII PHP .......................... 49

I. Cc tiu chun nh gi ............................................................... 50

II. Cc quy tc quyt nh ................................................................. 59

Tm tt bi 3 .......................................................................................... 63

Bi tp .................................................................................................... 64

Bi 4: NHNG TC NG TNH HUNG LA CHN

CA HNG V MUA SM .............................................. 65

I. Nhng tc ng tnh hung ......................................................... 67

II. La chn ca hng v mua sm ................................................... 76

Tm tt bi 4 .......................................................................................... 82

Bi tp .................................................................................................... 83

Bi 5: HNH VI KHCH HNG SAU KHI MUA SM .......... 84

I. Tm l ngi tiu dng sau khi mua sm .................................... 87

II. Vic s dng v khng s dng sn phm .................................. 89

III. Vn x l thi b sn phm / bao b ....................................... 91

IV. Vn x l thi b v chin lc Marketing ............................ 92

V. nh gi vic mua sm ................................................................ 93

VI. S hi lng ca khch hng, hnh vi mua sm lp li v s


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trung thnh ca khch hng ......................................................... 97

Tm tt bi 5 ........................................................................................ 100

Bi tp .................................................................................................. 102

Bi 6: QU TRNH NHN THC HC TP V GHI

NHCA KHCH HNG ............................................ 103

I. Nhn thc .............................................................................. 105

II. Hc tp .................................................................................. 110

III. Ghi nh ................................................................................. 115

IV. ng dng ca vic nghin cu hc tp, ghi nhvo chin

lc xy dng hnh nh nhn hiu v nh v sn phm ...... 117

Tm tt bi 6 ........................................................................................ 119

Bi tp .................................................................................................. 120

Bi 7: NG C TNH CCH CM XC ........................ 121

I. ng c ...................................................................................... 122

II.

Tnh cch .................................................................................... 128III. Cm xc ..................................................................................... 130

Tm tt bi 7 ........................................................................................ 134

Bi tp .................................................................................................. 136


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Bi 8: THI - STHAY I THI ............................ 137

I. Khi nim thi ....................................................................... 139II. Cc yu t cu thnh nn thi ............................................... 140

III. Thi - chin lc thay i thi ......................................... 144

IV. Tc ng ca yu t c nhn v c im tnh hung i vi

s thay i thi ...................................................................... 147

V. Cc c tnh ca thng tin tc ng n s hnh thnh v thay

i thi .................................................................................. 148VI. Chin lc phn khc th trng v pht trin sn phm da

trn nghin cu v thi .......................................................... 155

Tm tt bi 8 ........................................................................................ 157

Bi tp .................................................................................................. 159

Bi 9: NHNG NHN T BN NGOI NH HNG

N HNH VI KHCH HNG VN HA V X

HI .................................................................................... 160

I. Cc yu t thuc v vn ha ................................................. 162

II. Nhng yu t x hi ............................................................ 164

Tm tt bi 9 ........................................................................................ 178

Bi tp .................................................................................................. 179


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TM TT TON B TI LIU ..................................................... 180

Hng dn tr li bi 1 ........................................................................ 182

Hng dn tr li bi 2 ........................................................................ 184

Hng dn tr li bi 3 ........................................................................ 186

Hng dn tr li bi 4 ........................................................................ 188

Hng dn tr li bi 5 ........................................................................ 190

Hng dn tr li bi 6 ........................................................................ 192

Hng dn tr li bi 7 ........................................................................ 194

Hng dn tr li bi 8 ........................................................................ 196

Hng dn tr li bi 9 ........................................................................ 197

TI LIU THAM KHO ................................................................. 199


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LI MU

Tc gi rt hn hnh c cung cp nhng kin thc cbn cng

vi nhng dn chng minh ho v nhng ng dng quan trng ca mn

hcHnh vi khch hngthng qua ti liu ny.

Cc bn thn mn!

Hnh vi khch hng l mt lnh vc nghin cu c ngun gc t

cc khoa hc nh tm l hc, x hi hc, tm l x hi hc, nhn vn hc

v kinh t hc. Hnh vi khch hng ch trng n vic nghin cu tm l

c nhn, nghin cu nhng nim tin ct yu, nhng gi tr, nhng phong

tc, tp qun nh hng n hnh vi con ngi v nhng nh hng ln

nhau gia cc c nhn trong qu trnh mua sm tiu dng. c bit, vic

nghin cu hnh vi khch hng l mt phn quan trng trong nghin cu

kinh t hc vi mc ch tm hiu xem bng cch no (how) v ti sao

(why) nhng ngi tiu dng mua (hoc khng mua) cc sn phm v

dch v, v qu trnh mua sm ca khch hng din ra nh th no.

S hiu bit v hnh vi khch hng s cung cp nn tng cho

nhng chin lc marketing, nh vic nh v sn phm, phn khc th

trng, pht trin sn phm mi, nhng p dng th trng mi,

marketing ton cu, nhng quyt nh marketing mix... Nhng hat ng

marketing ch yu ny s hiu qu hn khi c t trn c smt s

hiu bit v hnh vi khch hng.


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Nh vy, cc bn s tm thy rt nhiu iu th v trong mn hc

ny. Tuy nhin, cc bn cng cn phi rt c gng c k phn l

thuyt v thc hnh tt cc phn ng dng. Chc cc bn thnh cng!

1. Mc tiu ca mn hc:Nghin cu hnh vi khch hng gip chng ta t c nhng mc

tiu chnh sau:

- Hiu bit su sc v khoa hc v hnh vi khch hng nhmtrthnh mt nh qun tr marketing hiu qu, hay ni cch

khc l gip cho nhng nh qun tr c c nhng quyt

nh Marketing tt hn.

- Nng cao s hiu bit chung v mt kha cnh ch yu ca

hnh vi con ngi.

- Tm hiu nhng nhn t tc ng n qu trnh ra quyt

nh mua sm ca khch hng.

- nh gi ng nhng nh hng ca hnh vi khch hng

i vi chin lc marketing.

2. Kt cu mn hc:Mn hc hnh vi khch hng bao gm nhng phn chnh sau:

- Phn I: Tng quan v hnh vi khch hng ( Bi1)


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- Phn II: Qu trnh ra quyt nh mua sm ca khch hng

(Bi 2,3,4,5)

- Phn III: Nhng nhn t tc ng bn trong (Bi 6,7, 8)

- Phn IV: Nhng nhn t tc ng bn ngoi (Bi 9)

3. Hng dn hc tpCc bn cn thc hin theo nhng yu cu sau vic hc tp

c d dng v th v hn.

- c k l thuyt v v d

- Thc hnh tt c cc bi tp, nu c kh khn th xem thm

phn hng dn tr li Ph lc ca ti liu

- Xem tivi nhiu hn, c bit l cc chng trnh qung co

- c thm cc bo nh : bo Si Gn ti p th, T p ch

Maketing v cc bi vit c lin quan trong lnh vc tip th

ni chung.

- Ch quan st mi hot ng din ra trn th trng, trong

siu th

- Nu c thc mc, hy gi ngay cho chng ti hoc gi email

- Cui cng, hy ghi li nhng iu mnh c v tm hiu

vo s tay c nhn, iu ny s gip ch cho cc bn vo

nhng lc cn thit nht trong cng vic v trong cuc sng.

4. Gio trnh v ti liu tham kho:


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- Marketing, Nguyn Minh o, NXB Thng k, 1998.

- Marketing management, Philip Kotler, Prantice Hall

International, 1997.

- Schifffman and Kanuk, Consumer Behavior, Prentice HallInternational, 1997.

- Solomon, Consumer Behavior, Prentice Hall International,

1997.

- Neal, Quester and Hawkin, Consumer Behavior, Prentice

Hall International, 2003.

5. a ch lin lc phn hi:Trong trng hp cn t vn v cc vn lin quan n bi hc

v bi tp, cc hc vin c th lin lc vi tc gi bng cc hnh thc sau

y:

in thoi:

Email:


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BI 1:

TNG QUAN V HNH VI KHCH HNG

V CHIN LC MARKETING

A. GII THIU:Cc bn thn mn!

Bi u tin ca chng trnh s gip cc bn lm quen vi mn

hc qua mt s thng tin rt hu ch v gn gi vi i sng hng ngy.

chnh l cc ni dung lin quan n hnh vi mua sm v s dng ca

khch hng c cp di dng tng qut nht. Cc bn hy c k

bi 1 ny v y chnh l chic cha kha mcnh ca i n nhng

bi tip theo. Vn s khi u nan cc bn hy c gng nh.

1. Mc tiu:Sau khi c v nghin cu xong bi ny, cc bn s c kh nng:

- Hiu c khi nim cbn v hnh vi khch hng.

- Nhn bit c nhng yu t quan trng tc ng n hnh

vi ca khch hng.

- Gii thch c tm quan trng ca hnh vi khch hng i

vi hot ng tip th.

- Xc nh phng thc hc tp v nghin cu ph hp

2. Ni dung:


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Bi 1 gm c nhng ni dung cbn nh sau:

a. Hnh vi khch hng l g?

b. Ti sao phi nghin cu hnh vi khch hng?

c. Phn bit v xc nh vai tr ca khch hng?

d. Nghin cu hnh vi khch hng?

e. Hnh vi khch hng v chin lc Marketing:

B. NI DUNG:Trong bi ny, chng ta s c cc ni dung cbn nh sau:

I. HNH VI KHCH HNG L G?C nhiu nh ngha v hnh vi khch hng, sau y l mt snh

ngha tiu biu:

- Theo Hip hi marketing Hoa K, hnh vi khch hng chnh

l s tc ng qua li gia cc yu t kch thch ca mi

trng vi nhn thc v hnh vi ca con ngi m qua s

tng tc , con ngi thay i cuc sng ca h. Hay ni

cch khc, hnh vi khch hng bao gm nhng suy nghv

cm nhn m con ngi c c v nhng hnh ng m h

thc hin trong qu trnh tiu dng. Nhng yu t nh kin t nhng ngi tiu dng khc, qung co, thng tin v

gi c, bao b, b ngoi sn phm u c th tc ng n

cm nhn, suy nghv hnh vi ca khch hng.


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Tm hiu tt c nhng vn trn s gip cho cc nh sn xut v

kinh doanh du gi u bit c nhu cu, ng cs dng sn phm v

thi quen mua sm sn phm ca khch hng.

Cc nh tip th cn nghin cu k hnh vi khch hng nhm mc

ch nm bt c nhu cu, sthch, thi quen ca h xy dng chin

lc Marketing ph hp, t thc y khch hng mua sm sn phm,

dch v ca mnh.

Ngoi ra, cc nh tip th cng rt quan tm n vic tm hiu xem

nhng khch hng c thy c cc li ch ca sn phm h mua haykhng (k c cc li ch x hi nu c) v h cm nhn, nh gi nh th

no sau khi mua sm v s dng sn phm. Bi v nhng tt c nhng

vn ny s tc ng n ln mua sm sau v thng tin truyn ming v

sn phm ca h ti nhng khch hng khc.

S 1.1 : Nhng tc ng nhiu mt n hnh vi khch hng

Shiu bithnh vi NTD

X l thng tin vra quyt nh

Hnh vi mua smv s dng

Nhu cu, cmxc, cc gi tr v

tnh cch

Cu trc nhnkhu hc v h

ia nh

Nhng tc ng

ca nhm

iu chnhchnh sch bo v quynli ngi tiu

dng

Chin lcmarketing

nhm tha mn

nhng nhu cuca khch hngmc tiu


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S trn cho thy, hnh vi khch hng bao gm nhng hnh vi

c th quan st c nh s lng mua sm, mua khi no, mua vi ai,

nhng sn phm mua c dng nh th no; nhng hnh vi khng

th quan st c nh nhng gi tr ca khch hng, nhng nhu cu v snhn thc ca c nhn, nhng thng tin g ngi tiu dng ghi nh, h

thu thp v x l thng tin nh th no, hnh gi cc gii php nh th

no; v h cm thy nh th no v quyn shu v s dng ca nhiu

loi sn phm khc nhau

II. TI SAO PHI NGHIN CU HNH VI KHCH HNG?S chp thun quan im trng tip th mt cch rng ri thc y

cc cng ty quan tm nghin cu hnh vi khch hng.

Khi quan tm n nghin cu hnh vi khch hng, cc doanh

nghip dn dn khm ph ra nhng vn sau y:

- Khch hng c nhn rt phc tp, ngoi nhu cu sinh tn h

cn c nhiu nhu cu khc na. Nhng nhu cu ny ph

thuc rt nhiu vo c im, tm l v phong cch sng

ca c nhn v ty thuc vo x hi ni hang sinh sng.

- Nhu cu khch hng rt khc nhau gia cc x hi, gia cc

khu vc a l, gia cc nn vn ha, tui tc, gii tnh

Qua , cc doanh nghip ngy nay nhn thc c tm quan

trng ca vic nghin cu hnh vi khch hng, c th l:


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- Phi tip cn vi khch hng v phi hiu k h nhn bit

y nhng ng c thc y khch hng mua sn phm,

iu ny gip doanh nghip c th cnh tranh hiu qu vi

cc i th cnh tranh ca mnh.- trin khai c cc sn phm mi v xy dng cc

chin lc Marketing kch thch vic mua hng, cc doanh

nghip phi nghin cu hnh vi khch hng. Chng hn nh

thit k cc sn phm c chc nng, hnh dng, kch thc,

bao b, mu sc ph hp vi th hiu v s thch ca khch

hng mc tiu v thu ht s ch ca khch hng.

- Kin thc v s hiu bit v khch hng cn gip doanh

nghip xy dng cc chin lc Marketing nh hng, tc

ng trli khch hng. V d, tung ra th trng sn phm

gn vi nhng c im c tnh cht c nhn v tnh cht x

hi thc y khch hng mua sn phm.

- S hiu bit v hnh vi khch hng khng nhng thch hp

vi tt c cc loi hnh doanh nghip, m cn cn thit cho

c nhng t chc phi li nhun v nhng cquan Chnh ph

lin quan n vic bo v quyn li khch hng v iu

chnh cc chnh sch lin quan n hot ng Marketing.

III. PHN BIT V XC NH VAI TR CA KHCHHNG:

hiu r hnh vi khch hng, chng ta cn phn bit 2 nhm

khch hng sau:


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- Khch hng c nhn: Nhng ngi mua hng phc v

cho vic tiu dng ca c nhn hoc gia nh h. V d mua

qun o, thc phm, TV dng.

- Khch hng t chc: Nhng ngi ny mua hng sdng cho cc hot ng ca t chc. V d mua nguyn vt

liu dng cho vic sn xut ra sn phm, mua vn phng

phm hoc cc trang thit b dng cho vn phng nhbn

gh, my tnh, my photocopy Khch hng thuc tchc

ph thuc v chu nh hng bi tchc ca h.

Trong phm vi mn hc chng ta ch tp trung nghin cu hnh vi

khch hng c nhn. Khch hng c nhn c nhiu vai tr trong qu trnh

quyt nh mua sm, c th l ngi quyt nh, l ngi mua, l ngi

s dng v c nhng lc h gi 2 hoc tt c cc vai tr trn.

Nh ti p th phi nhn dng c ngi ra quyt nh mua sm

hoc ngi c kh nng gy nh hng n quyt nh mua sm, t

mi c tha ra cc n lc Marketing ng mc tiu.

V d: Mt b m mua bt dinh dng cho con ca b ta nhng b ta

khng phi l ngi s dng (n) sn phm ny; hoc 1 ngi

chng trong gia nh thng l ngi quytnh v i mua sm

nhng hng ha lu bn c gi tr cao dng trong nh nh tivi,

my git v ng ta chl 1 trong nhng ngi sdng nhng snphm ny

Nhvy, ngi mua khng nht thit phi l ngi ra quyt

nh la chn sn phm hoc sdng sn phm.


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IV. NGHIN CU HNH VI KHCH HNG:1. Ni dung nghin cu:

Nghin cu hnh vi khch hng l nghin cu nhng phn ng cacc c nhn khi nghe, nhn, tip xc, s dng cc sn phm hoc dch v

v nhng phn ng ca hi vi cc phng thc ti p th sn phm

hoc dch v. Nhng phn ng ny phi c nghin cu trong bi

cnh c s tc ng ca tm l bn trong cng vi nh hng ca c

im c nhn v mi trng x hi bn ngoi.

- Nhng phn ng ca khch hng: bao gm nhng phn

ng thuc v cm gic, tri gic v nhng phn ng th hin

qua hnh ng.

Nhng phn ng thuc v cm gic bc l ra ngoi l

nhng cm xc, cm ngh, tnh cm m khch hng c

c khi nhn, nghe, nghv sn phm v khi s dng

sn phm hoc khi tip cn vi cc phng thc tip th

ca cc nh kinh doanh sn phm, dch v.

Nhng phn ng thuc v tri gic th hin qua suy ngh

l tr, hiu bit, nh gi v sn phm, dch v v c

bc l ra ngoi bng nhng nim tin, nhng quan im,

thi , nhng nh, quyt nh lin quan n sn

phm, dch v. V d, khch hng xem qung co, ngm

nhn sn phm, vo mt ca hng ri suy xt, nh gi.

Nhng phn ng th hin qua hnh ng bao gm cc

quyt nh mua sm v nhng hnh ng lin quan n


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vic tiu dng sn phm, chng hn nh mua, s dng,

thay th.

- Nhng yu tnh hng n hnh vi khch hng: tt c

nhng phn ng thuc v cm gic, l tr, nhng phn ng

th hin qua hnh ng ca khch hng u chu nh hng

bi cc yu t c nhn v cc yu t tm l bn trong ca c

nhn .

Nhng yu t c nhn bao gm nh tui tc, ngh

nghip, tnh trng kinh t, phong cch sng, c tnh lnguyn ca cc ng c, nhu cu tiu dng.

Nhng yu t tm l bn trong con ngi gm nhng

yu t nhng c, nhu cu, nhn thc, kh nng hiu

bit, nim tin, thi c nh hng quan trng n cc

quyt nh mua sm ca 1 ngi.

Nhng yu t bn ngoi nh mi trng vn ha, nhnh

vn ha, tng lp x hi, nhm nh hng, gia nh

Cc yu t ny tc ng n khch hng khin h c nhng phn

ng khng ging nhau. Cc quyt nh mua sm v tiu dng sn phm,

dch v ca ngi ny khng th ging vi cc quyt nh mua sm v

tiu dng sn phm, dch v ca ngi khc do nh hng ca mi

trng vn ha, x hi, c im bn thn v s thc y ca tm l cnhn

V d: C nhn khi mua sn phm qun o th c nhng la chn rt

khc nhau vkiu dng, mu sc, nhn hiu do h c tui tc, c


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tnh v thu nhp khc bit. Bn cnh h cn chu nh hng

bi nhng tc ng tbn b, gia nh v cc quan nim vthm

m, vn ha trongn mc dn n nhng quytnh mua sm

khc bit

- Nhng phng thc tip th ca doanh nghip:

Lm th no khch hng chn nhn hiu ca cng ty mnh thay

v chn nhn hiu ca cng ty khc? Nh ti p th cn thit l p v ng

dng cc chin lc Marketing nh th no thu ht khch hng? y

l nhng cu hi sc gii p c th trong nhng bi tip theo ca tiliu ny.

2. Phng php nghin cu:Thu thp d liu v khch hng c th thc hin bng cc phng

php sau:

- iu tra phng vn trc tip khch hng hay qua nhn vin

bn hng, cc nh bn l, cc i l

- Quan st nhng hnh vi, nhng hin tng xung quanh

khch hng.

- S dng cc thng tin th cp ca cc cuc nghin cu

khc.

Cc doanh nghip c th trc tip t chc thc hin vic iu tra,

nghin cu hoc thu cc cng ty chuyn nghin cu th trng lm.

3. Phm vi nghin cu:


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Nghin cu hnh vi khch hng c tin hnh trong mi giai

on ca qu trnh tiu dng: t trc khi vic mua sm xy ra (khi

khch hng cht nhn thy nhu cu) ti giai on tm kim thng tin,

nh gi la chn nhng gii php (sn phm, nhn hiu), giai on in quyt nh mua sm thc s (bao gm qu trnh chn sn phm,

chn nhn hiu, chn ca hng, chn cch thanh ton tin) v c sau khi

vic mua sm xy ra (thi lng l, hi lng, khng hi lng, mua

sm lp li hoc tm kim thm thng tin).

V. HNH VI KHCH HNG V CHIN LCMARKETING:

S hiu bit su sc v hnh vi khch hng l cha kha cho mt

chin lc marketing thnh cng, c trong nc v quc t.

Cc nh tip th mun xc nh th trng mc tiu, tm ra nhng

on th trng mi, kim tra c tnh thch ng ca sn phm, tnh hp

l ca vic nh gi, phn phi v nh gi c hiu qu ca 1 chng

trnh qung co, khuyn mi u da trn kt qu nghin cu hnh vi

khch hang.

Phn khc th trng l c s ca hu ht nhng chin lc

Marketing. pht trin nhng chin lc Marketing thnh cng, ccnh tip th phi hiu th trng c phn khc nh th no v hnh vi

khch hng khc nhau nh th no nhng phn khc th trng khc

nhau.


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Mt s hiu bit vng vng v hnh vi khch hng l cn thit

c th cu trc marketing-mix mt cch ph hp.

- i vi chin lc sn phm: vic nghin cu khch hng

gip nh qun tr Marketing nm bt c nhu cu, th hiu

ca khch hng, a ra c cc sn phm c nhiu tin ch

ph hp vi c mun ca khch hng.

V d: Cc sn phm nh l my nh k thut s l kt qu ca vic

lng nghe kin t nhng ngi khch hng s dng my nh

thng thng (tn km khi s dng phim v lu gi, x l hnhnh khng thun li).

- i vi vic nh gi: Nghin cu khch hng gip cng ty

nh gi ph hp v c bit l tm ra nhng mc gi tm l

m khch hng sn sng chi tr.

V d: 1 cng ty mong mun 1 v thcht lng cao cho 1 nhn hiu sn

phm c th cn phi nh gi nhn hiu cao hn i th cnh

tranh nu th trng mc tiu tin vo mi quan h gia gi c v

cht lng. Chng hn nhsa Abbot ca M, nc hoa Pupa, xe

hi BMW

- i vi hot ng phn phi: Nghin cu khch hng c

thi quen mua sm nh th no t xc nh a im,thi gian, cch thc cung ng hng n tay h.

V d: Cc ca hng thc phm ch bin sn cc ng trung tm,

nhiu vn phng ta lc rt thch hp vi nhng khch hng l


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ph n lm cng skhng c nhiu thi gian cho vic mua thc

n v chun b ba chiu cho gia nh.

- i vi hot ng chiu th: Nghin cu khch hng gip

cc nh qun tr Marketing xc nh xem chng trnh

qung co no, khuyn mi no c th thu ht, thuyt phc

ngi tiu dng v bit c nn chn phng tin truyn

thng no n c th trng mc tiu.

V d: Cc chng trnh qung co sn phm gn vi cc s kin ln

hoc cc game show ( Nt nhc vui, Chung sc, Ai l triu ph)thng mang li hiu qu cao.

S 1.2:Nhng tc ng ca khch hng i vi cc quyt nh Marketing

Nhng tc ng ca NTDNhng tc ng bn ngoi

+ Vn ha v cc gi tr.+ Nhn khu, thu nhp v cc tng lp XH.+ Cc nhm tham chiu v cc h gia nh.+ Cc hot ng marketing.

Nhng tc ng bn trong

+ Nhu cu, ng cv cm xc.+ Nhn thc v ghi nh.+ C tnh v kiu sng.+ Cc quan im thi .

Nhng tc ng tnh hung+ Vt cht, thi gian, x hi, nhim v v trng

thitrc khi mua sm.

Nhng tc ng ca qu trnh quyt nh+ Nhn bit nhu cu.+ Tm kim thng tin.+ nh gi gii php thay th.

+ La chn ca hng mua sm.+ Cc qu trnh sau mua sm.

Nhng quyt nhmarketing

Phn khc th trng+ Phn khc mc tiu.+ Phn khc mc tiu n hay

phn khc a mc tiu.

nh v sn phm+ Sn phm then cht-nhng

thng s ca s khc bit.+ Snh v tng i vi sn

phm cnh tranh.

Marketing mix+ Nhng nt c bit ca SP.+ Mc gi+ Chiu th

+ Phn phi


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TM TT BI 1

- Mt s hiu bit su sc v hnh vi khch hng s gip cho cc

quyt nh marketing thnh cng i vi khng ch nhng cng ty

thng mi m ngay c nhng t chc phi li nhun.

- Nhn thc tt v hnh vi khch hng s cung cp nn tng cho

nhng chin lc marketing, nh vic nh v sn phm, phn

khc th trng, pht trin sn phm mi, nhng p dng th

trng mi, marketing ton cu, nhng quyt nh marketing-mix.

- Nhng nhn t bn ngoi bao gm: vn ha, giai cp x hi, cc

nhm tham chiu v h gia nh gp phn hnh thnh nn mt

kiu sng c th ca khch hng.

- Cc nhn t bn trong nh qu trnh nhn thc, hc tp, ghi nh,

ng c, tnh cch v cm xc cng tc ng n hnh vi khch

hng.

- S kt hp ca cc nhn t bn trong v bn ngoi c th hintrong kiu sng ca khch hng v trong s la chn cc sn

phm v dch v cc c nhn tiu dng duy tr v / hoc thay

i kiu sng .

- S kt hp ca mt kiu sng c th, nhng thi v nhng tc

ng tnh hung s kch hot qu trnh quyt nh mua sm ca

khch hng. Qu trnh quyt nh ca khch hng bao gm 1 shoc tt c cc bc sau, ph thuc vo mc quan tm n mua

sm ca khch hng: nhn bit nhu cu, tm kim thng tin, nh

gi cc gii php, chn la ca hng, mua sm thc s v qu

trnh sau mua sm.


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Nhng thi /nhu cu

Cc hot ngMarketing

Hc t p v Vn haGhi nh

Nhn thc Cc gi tr

ng c NTD NK hc vkiu sng

C tnh a v x hi

Cm xc Cc nhm

H gia nhNhng kinh nghim

S 1.3: Ton b m hnh v hnh vi khch hng

Tnh hung

Nhn bit nhu cu

Tm kim thng tin

nh gi v la chn gii php

Chn la ca hng v mua sm

Qu trnh sau mua sm


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BI TP

1. Hy cho bit nhu cu ca khch hng khi mua nhng sn phm

sau:

a. in thoi di ng.

b. My git.

c. M phm.

d. B veston.

2. Bn hy cho bit trong gia nh bn, cc thnh vin nm gi vai trg khi thc hin vic mua sm v s dng nhng sn phm sau:

a. Dng c lm bp.

b. My git.

c. Xe gn my.

3. Hy m t mt on phim qung co trn tivi m bn tng xem

v cho bit nh tip th mun thng tin hay thuyt phc n khch

hng iu g sau khi xem on phim qung co ?

4. Cng ty du lch Hon M rt thnh cng khi thit k tour du

lch ti Vit Nam vi thng ip an ton v tng cng sc khe

(c bc si theo on, n nhng a im xanh, sch v nhng

c nhng ch dn cng vi s thit lp ch v dinh dng, ngh

ngi hp l). Theo bn th s thnh cng ny ca cng ty c lin

quan g n vic tm hiu, nghin cu hnh vi khch hng hay

khng?


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BI 2:

HNH VI KHCH HNG

TRC KHI MUA SM: NHN BIT

NHU CU V TM KIM THNG TIN

A. GII THIU:Cc bn thn mn,

Trong bi s 2 ny, chng ta s lm quen vi bc u tin trong

qu trnh quyt nh mua sm: l khi khch hng nhn bit nhu cu

ca bn thn v tm kim nhng thng tin lin quan tha mn nhu

cu cng nh c c nhng chn la ng n. y cng l mt ni

dung cn thit vi cc nh ti p th v h phi nm vng tng bc

trong tin trnh mua hng ca khch hng xc nh chin lc tip

th thch hp v hiu qu.

1. Mc tiu:Sau khi hon tt xong bi s 2, ngi hc s c kh nng hiu v

nh gi ng nhng vn sau:

a. Bn cht ca s nhn bit nhu cu.

b. Cc nhn t tc ng n s nhn bit nhu cu.


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c. Cc chin lc marketing c s dng kch hot s

nhn bit nhu cu.

d. Bn cht ca vic tm kim thng tin.

e. Cc loi v ngun thng tin chnh.f. Ti sao khch hng tiu dng tm kim thng tin.

g. Internet c thc s dng nh th no l mt ngun

thng tin.

h. C th pht trin cc chin lc marketing no da trn cc

kiu hnh vi tm kim thng tin khc nhau.

2. Ni dung:Bi s 2 gm c cc ni dung chnh sau:

- Nhn bit nhu cu:

Bn cht ca s nhn bit nhu cu.

Chin lc marketing v s nhn bit nhu cu.

- Tm kim thng tin:

Cc loi ra quyt nh ca khch hng.

Bn cht ca vic tm kim thng tin.

Cc loi thng tin c tm kim.

Cc chin lc marketing da trn cc kiu mu tmkim thng tin ca khch hng.

B. NI DUNG:


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I. NHN BIT NHU CU:1. Bn cht ca snhn bit nhu cu:

Nhn bit nhu cu din ra khi khch hng cm thy c s khc bitgia hin trng v mong mun, m s khc bit ny th gi nn

v kch hot qu trnh quyt nh mua sm ca khch hng.

Hin trng chnh l han cnh thc t ca khch hng, l nhng

sn phm v dch v m khch hng ang s dng, chng hn nh ci tivi

m khch hng ang c nh.

Mong mun l nhng iu m khch hng ang c ao c c

nh c mt ngi nh mi hay mt ci tivi c mn hnh ln hn ci ang

c nh.

Mc mong mun ca 1 ngi nhm gii quyt mt nhu cu c

th ty thuc vo cc nhn t sau:

- ln ca s khc bit gia hin trng v c mun.

- Khch hng c s gii hn v ngn sch v thi gian.

- Nhng nhu cu quan trng hn thng c gii quyt

trc.

V d: Mc d c s khc bit gia vic shu mt xe gn my mi

(mong mun) vi vic tip tc sdng chic xe cang c (hintrng), tuy nhin skhc bit ny chl nhu cu cha cp bch so

vi nhng nhu cu tiu dng khc ca khch hng nhnhng nhu

cu lin quan n nh , in, thc phm Do , vic quytnh

mua sm xe mi khng xy ra.


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V d: Trong thi k lm pht cao hoc trong tnh trng sn xut gim

st, nhiu h gia nh buc phi ct gim nhu cu gii trmua

nhng sn phm thc phm.

- Nhng sn phm c mua sm: Vic mua 1 sn

phm/dch v c th to ra 1 lot cc nhu cu v cc sn

phm/dch v c lin quan.

V d: Vic mua 1 chic xe hi to ra snhn bit nhu cu vbo him.

Mua chu cy king c th dn n nhu cu v phn bn cho

cy

- S pht trin ca c nhn c th cng tc ng n s

mong mun dn n s thay i tiu dng c nhn.

V d:Khi chng ta gi, nhng nhu cu v cch sng ca chng ta c th

thay i, do cc loi sn phm v dch v chng ta mong mun

c thcng thay i theo.

- Nhng ng cmua sm c tc ng quan trng n trng

thi c mun. ng c mua sm th hin mc cp

bch ca nhng nhu cu cn gii quyt theo trt t t cao

n thp.

V d: Khi cm gic i bng ca 1 ngi tng cao th h s mong mun

gii quyt cn i.

- Nhng cm xc cng tc ng n s mong mun. a s

chng ta u mong mun c 1 trng thi cm xc cn bng,

tch cc.


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V d:. Mt c nhn trong 1 tm trng lo u c thmun c 1 ba ti ti

nh hng quen thuc, tri li 1 sngi cm thy nhm chn c

thmun ti 1 nh hng mi.

- Tnh hung hin ti ca c nhn: Mt ngi c t thi

gian th mong mun c phc v nhanh trong khi nu c

nhiu thi gian hn th anh ta li mun c phc v mt

cch thn thin.

b. Cc nhn ttc ngngn hin trng:- S thiu ht thng thng l nguyn nhn ca hu ht

nhng nhu cu hng ngy ca khch hng v tnh trng ny

sc gii quyt khi h mua sm.

V d: Nhng nhu cu n y sinh khi nhng thc phm hoc nhng vt

dng trong gia nh sdng ht hoc sp ht v cn c thay

thbsung.

- Mc tha mn ca nhng sn phm/nhn hiu c nh

hng r rng n hin trng.

V d: Nu chic o thun b gin cv li mt th s tha mn vsn

phm sgim st.

- Trnh trng ca cc sn phm sn c trn th trng nhtnh hnh thiu ht, khng c kh nng mua cng nh

hng ti tnh hnh hin trng ca khch hng.


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V d: Vic thiu ht sn phm thuc trong vic iu tr bnh cm do

nhim virus H5N1 s nh hng n vic cha bnh ca con

ngi.

- Nhng tnh hung hin ti nh thi tit, bi cnh thi

gian c mt tc ng quan trng n nhng s nhn thc

v hin trng thi ca khch hng.

V d: Thi tit nng bt thng c thgy ra snhn bit nhu cu lin

quan ti vic mua my iu ha khng kh v mua sn phm cch

nhit cho mi nh.

* Lu : Cc nhn t tc ng n hin trng v mong mun ca khch

hng trnh by trn cn gi l cc nhn t phi marketing.

2. Chin lc Marketing v snhn bit nhu cu:a. o lng snhn bit nhu cu:C nhiu phng php c s dng xc nh nhng nhu

cu khch hng da vo kh nng trc gic; iu tra; s dng nhm trng

im; nghin cu cc nhn t thuc v con ngi

- Phn tch hot ng: Vic phn tch hot ng t p trung

vo mt hot ng c th, chng hn nh vic chun b ba

n ti hoc tm ra. Qua cuc iu tra hoc cc nhm trngim, cc nh tip th c gng xc nh cc nhu cu khch

hng cn phi gii quyt khi thc hin hot ng ny cng

nh nhng vn h gp phi trong qu trnh s dng cc

sn phm phc v cho hot ng ny.


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- Phn tch sn phm: y l vic nghin cu tin trnh mua

sm v s dng 1 sn phm hay 1 nhn hiu c th. Khch

hng c thc hi v nhng nhu cu i cng vi vic s

dng nhng sn phm ca h. Chng hn nh khi khchhng s dng nc hoa Dune l do nhu cu tip xc gp g

vi ngi khc gii.

- Phn tch nhu cu: Thit lp mt danh sch cc nhu cu v

sau hi ngi tr li ch ra nhng hot ng no,

nhng sn phm hoc nhn hiu no c thc kt hp (i

cng) vi nhng nhu cu ny. Chng hn nhu cu ca khch

hng cn v sinh rng ming vo sng sm khi mi thc dy

thng i cng vi sn phm kem nh rng Colgate.

- Nghin cu nhng nhn t thuc v con ngi: Xc nh

nhng nhn t nh tm nhn, sc mnh, thi gian p ng,

s linh hot v s mt mi ca khch hng nh sn

xut v tip th c thp ng thch hp.

V d: Vic thit knhng sn phm nhghbnh, ghnm lm gim

smi mt ca ngi sdng.

- Nghin cu cm xc: S dng vic nghin cu nhm trng

im v phng vn trc tip nhm tm hiu nhng cm xc

thng c khi khch hng mua mt sn phm no .

V d: Tr em thng c nhng cm xc tch cc khi c mt gi ko mu

sc sc s.

b. Tc ng trli i vi snhn bit nhu cu:


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Mt khi nhu cu ca khch hng c nhn din, nh tip th c

th hoch nh chin lc marketing-mix gii quyt nhu cu. iu ny

c th bao gm vic pht trin hoc thay i sn phm, iu chnh cc

knh phn phi, thay i chnh sch gi hoc xem xt li chin lcqung co.

V d: Nhng ca hng bn vo cui tun v bn n khuya l sp

ng ca nhng ngi bn l i vi nhu cu ca nhng khch

hng bn rn khng c thi gian mua sm trong nhng ngy

thng v gihnh chnh.

c. Kch hot snhn bit nhu cu:Thng qua cc hot ng marketing cc nh ti p th c th ch

ng tc ng n s nhn bit nhu cu ca khch hng

V d: Nhng ngi bn hoa ang cgng kch hot snhn bit nhu

cu v hoa ca khch hng vo bt c d p no trong nm ch

khng phi chl ngy l, tt. H cgng ku gi khch hng mua

hoa by t nhng tnh cm ca hi vi nhng ai m h quan

tm chm sc bt clc no thay v phi i mt dp c bit.

Mt cng ty c th c gng tc ng n ln ca s khc bit

bng cch lm thay i smong mun hoc nhng nhn thc v hin

trng ca khch hng. C th thay i s mong mun ca khch hngbng cch s dng qung co nhn mnh li ch ca vic lm ch 1

sn phm c th. tc ng n s nhn thc v hin trang ca khch

hng, cng ty c th a ra nhng nt c bit ca sn phm so vi


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nhng loi khc ca i th cnh tranh nhm lm ni bt s vt tri ca

doanh nghip.

V d: Mt nh sn xut v xe c thnhn mnh san ton khi chn la

cc loi v xe sdng cho xe gia nh.

- Tc ng n smong mun ca khch hng: Hu ht

nhng n lc tip th c gng tc ng n s mong mun

ca khch hng. Nhiu sn phm tiu dng mi ang c

pht trin p ng nhng s thay i v mong mun ca

khch hng.

V d: Trong vn n ung, con ngi quan tm nhiu hn n nhng

sn phm lm t thin nhin, cng nh vic s dng nhng sn

phm thin nhin trn da ca h.

- Tc ng n nhng nhn thc v hin trng: Tc ng

thng qua vic qung co. Nhiu sn phm chm sc c

nhn thc hin theo phng thc ny.

V d:ci thin mi ca hi th, nh tip th thit kchng trnh

qung co nc sc ming vi thngip vmt hi ththm tho

v hnh nh mt c nhn rt t tin khi giao tip vi bn b, ng

nghip

d. Xc nh thi im nhn bit nhu cu:Cc nh tip th cn phi khi dy s nhn bit nhu cu ca khch

hng trc nhu cu thc s. N s trthnh li th ca c khch hng v


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nh tip th nu khch hng c th nhn bit v gii quyt nhng nhu cu

tim nng trc khi chng trthnh nhng nhu cu thc s.

V d: Khi mt ngi va mi b tai nn hoc hhng xe hi do va p

snhn bit nhu cu vbo him.

Mt s cng ty c gng tin hnh tc ng n vic nhn bit

nhng nhu cu tim nng ca khch hng qua vic qung co bng cc

phng tin truyn thng i chng hoc da vo nhng vt phm qung

co v nhng tc ng khc ti ca hng.

II. TM KIM THNG TIN:1. Cc loi quyt nh ca khch hng:

C cc loi quyt nh nh sau:

a. Ra quytnh theo thi quen:Cc quyt nh theo thi quen xy ra khi khch hng t quan tm

n vic mua sm v kt qu l lp li hnh vi mua sm trc .

V d: Khch hng tng mua v svn mua m gi Vifon khi n siu

th. Ti siu th, khch hng s xem lt cc k hng c by cc

loi m gi v ri chn nhn hiu Vifon m khng xem xt cc

nhn hiu thay th, gi c ca n hoc cc yu tlin quan khc.

Ra quyt nh theo thi quen cng c th chuyn thnh 2 loi

quyt nh sau:


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- Quyt nh trung thnh vi nhn hiu: Khch hng s ht

lng v mt nhn hiu no v h tin tng sn phm s

p ng tt nht ton b nhu cu v thm vo h lun c

cm xc tt vi nhn hiu ny. S rt kh cho mt i thcnh tranh thu phc nhng khch hng ny.

V d: Khch hng trung thnh vi sn phm bt git Omo c quan

tm cao n mi hng v git trng, nhvy h smua n m

khng cn cn nhc thm, mc d trn th trng c rt nhiu bt

git nhn hiu khc c cng tnh nng tng t.

- Quyt nh mua sm lp li: Ngc li vi trng hp

trn, mt khch hng khc c th tin rng tt c cc loi bt

git th nh nhau v vic mua loi no khng quan trng

lm. Mt i th cnh tranh c th chinh phc lai khch

hng ny d dng.

b. Ra quytnh gii hn: hnh thc n gin nht vic ra quyt nh gii hn rt ging vi

ra quyt nh theo thi quen. Tuy nhin, khi khch hng c s quan tm

n sn phm v tm mt vi thng tin lin quan th chnh l vic ra

quyt nh gii hn.

Ra quyt nh gii hn cng xy ra p ng mt s nhu cuthuc v cm xc hoc thuc v mi trng. Chng hn khch hng c

th quyt nh mua mt loi sn phm mi bi v anh ta chn vi

nhng ci ang s dng.


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V du: Ti siu th, khch hng c thch n nhng bng qung co

vbnh snack hiu Kinh v quytnh ly 2 gi.

c. Ra quytnh mrng:Khi mua sm nhng sn phm c gi tr cao hoc c tm quan

trng khi s dng th khch hng thng tm kim thng tin mt cch

kh k lng v rt ch n vic mua sm.

V d:Nhng sn phm nhxe hi, nh v my tnh c nhn th thng

c mua nhl kt qu ca vic ra quytnh mrng.

2. Bn cht ca vic tm kim thng tin:Khi khch hng nhn ra nhu cu, h c th s s dng cc thng

tin lin quan t tr nh, thng tin ny c gi l thng tin bn trong.

Nu khng c c nhng thng tin bn trong th khch hng s tm

kim nhng tc nhn bn ngoi lin quan n vic gii quyt vn . Qu

trnh ny c gi l stm kim thng tin bn ngoi.

V d: Mt ngi b nhc u th c thnhra l Panadol c thgip h

lm gim cn nhc u. Sau anh ta c th mua Panadolmt

hiu thuc m khng cn tm kim thm thng tin hay phi nh

gi cc chn la. Tuy nhin trong trng hp khch hng khng

thnhbt k nhn hiu thuc nhc u no th h shi bc s,

ngi bn thuc hoc hi ngi thn c thng tin khi i mua

thuc.

3. Cc loi thng tin c tm kim:


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a. Nhng tiu chun nh gi:Mc tiu ca c vic tm kim thng tin bn trong v tm kim

thng tin bn ngoi l nhm xc nh nhng tiu chun nh gi thch

h p. Nhng tiu chun nh gi chnh l nhng iu m khch hng

mong mun mt sn phm.

S 2.1:Vic tm kim thng tin trong nhng quyt nh ca khch hng

V d: Gisbn quytnh mua mt chic tivi mi. Bn skhng mua

ngay m trc tin bn sxc nh nhng l mnh cn g mt

chic tivi: kch c , nhn hiu... Sau , bn scnh li nhng

thng tin m bn tng bit vmt chic tivi: y l qu trnhtm kim thng tin bn trong. Nu bn chc t kinh nghim vsn

phm ny, bn sphi tm kim thm thng tin bn ngoi. Bn

c thlm iu ny bng cch hi bn b, c sch bo, tp ch,

ni chuyn vi ngi bn hng, kim tra cc nhn hiu tivi khc

Cn cctiuchun

nh gig?

C nhnggii phpno ?

Mc

thnhcng catng gii

php trncstng tiuchunnh gi

C thquytnhchaykhng

c

Khng

Chmdt vic

tm kimthng tin

Tip tcvic tmkimthng tin


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nhau trn Internet hoc gh qua cc ca hngin my kim

nh cc nhn hiu

b. Cc gii php thch hp:Bn s tm kim cc gii php thch hp sau khi c c nhng

thng tin cn thit. Trong trng hp ny l cc nhn hiu hoc cc ca

hng.

- Nhm c bit n: bao gm tt c nhng nhn hiu khch hngbit n trn th trng.

- Nhm c a chung: bao gm nhng nhn hiu c khchhng thch v hay chn khi mua sm.

- Nhm khng c quan tm: l nhng nhn hiu m khch hngkhng thch.

- Nhm t c quan tm: l nhng nhn hiu m khch hng bitnhng h th, khng quan tm nhiu.

* Lu : Cc nh tip th phi tp trung vo vic lm cho khch hng

phi nhn nhn hiu khi c nhu cu v xem xt la chn nhn hiu

khi mua sm.

V d: Khch hng khi mua mt chic tivi h s bitn v la chn

nhng nhn hiu theo cch thc nhsau:

Nhm c bit n: Sony, Samsung, Sharp, Panasonic,

JVC,LG, TCL.

Nhm a chung: Sony v Samsung.

Nhm khng quan tm: chc Panasonic.


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Nhm tc quan tm: JVC, LG v TCL.

c. Cc c im ca gii php: la chn gia cc nhn hiu trong nhm a chung, khch

hng s dng cc tiu chun nh gi lin quan so snh chng. iu

ny i hi khch hng phi thu th p cc thng tin (bn trong v bn

ngoi) lin quan cho tng nhn hiu theo cc tiu chun nh gi.

V d: Tip theo VD trn, khch hng c ththu thp cc thng tin vgi

c, kch thc mn hnh, bo hnh, b nhchng trnh ca tng

nhn hiu (trong nhm a chung) m ngi y quan tm.

Trong nhiu trng hp, qu trnh quyt nh mua sm ca khch

hng b tc ng mnh bi tnh cm v cm xc.

d. Cc ngun thng tin c tm kim:

C 5 ngun thng tin chnh:

- Tr nhca khch hng: qua nhng ln tm kim thng tin trcy, nhng kinh nghim c nhn v vi s hiu bit c lin quan.

- Cc ngun thng tin c nhn: chng hn nh thng tin t bn bv gia nh. y l ngun thng tin quan trng i vi nhng

khch hng khi h tm kim mt dch v chuyn nghip.

V d:Khch hngthng hay tm kim thng tin vdch v y khoa v

dch v php l qua bn b v ngi thn.

- Cc ngun thng tin c lp: chng hn nh cc nhm nhngngi tiu dng v cc cquan chnh ph.


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V d:Mt ngun thng tin c lp chng hn nhHi bo v quyn li

ngi tiu dng ca Thnh phH Ch Minh.

- Ngun thng tin marketing: chng hn nh t nhng ngi bnhng v t qung co.

- Ngun thng tin thnghim: chng hn nh thng tin qua cccuc kim nh hoc th nghim sn phm c cng b.

e. Cc nhn ttc ngn vic tm kim thng tin bn ngoi:Hu ht khch hng u tm kim thng tin bn ngoi ngay trc

khi mua hng v mt hng cng quan trng th mc tm kim thng tin

cng cao.

V d:Mt nghin cu hnh vi mua sm c i vi mt hngin gia

dng cho th y khi mua sm, khch hng in thoi hoc ving

thm trung bnh khong 2.6 ca hng trc khi mua hng v

khong 45% in thoi hoc ving thm 3 hoc nhiu hn 3 ca

hng.

Hu ht vic mua sm ca khch hng l kt qu ca vic ra quyt

nh c gii hn hay theo thi quen, do h thng khng tm kim

hoc tm kim rt t cc thng tin bn ngoi trc khi mua sm. iu ny

l rt ng cho cc loi hng ha thit yu c gi c tng i thp,

chng hn cc loi thc ung nh, hp v bt git

i vi cc sn phm dch v quan trng nh t vn php l, nh

v xe hi khch hng s cn phi c mt lng ng k thng tin trc

tip t bn ngoi trc khi mua sm.


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Internet to cho khch hng kh nng tip cn nhiu thng tin

khc nhau trc khi quyt nh la chn mua hng.

C 4 nhn t c bn tc ng n vic tm kim thng tin bn

ngoi:

- c im th trng: Cc c im th trng bao gm s lngcc gii php, cc gii hn gi c, h thng phn phi v kh nng

sn c ca thng tin.

S lng cc gii php (cc sn phm, cc ca hng, cc

nhn hiu) sn c cng ln gii quyt mt nhu cu no

th dng nh cng c nhiu s tm kim thng tin bn

ngoi hn.

S lng, v tr v khong cch gia cc ca hng th

trng snh hng n s lng cc ca hng m khch

hng s gh qua trc khi mua hng, khong cch gn nhau

ca cc ca hng s lm gia tng vic tm kim bn ngoi.

Mt s ngun thng tin m nhiu khch hng s dng l

cc bng qung co, nhn hng dn trn sn phm, thng tin

t nhn vin bn hng v nhng ngi khc c kinh nghim

vi sn phm.

- c im sn phm: Mc gi sn phm cng cao th khch hngcng tng cng vic tm kim thng tin bn ngoi.

- c im ca khch hng:Khi khch hng c nhng c imkhc nhau chng hn nh s hiu bit, kinh nghim, tui tc, nhn


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thc v ri ro... th vic tm kim thng tin bn ngai cng c s

khc bit.

V d:Cc loi qun o thi trang cao cp thngi km vi ri ro cao,

do khch hang phi tm kim thng tin nhiu hn trc khi

mua sm.

- c im tnh hung:S khc bit v tnh hung c th c mttc ng quan trng n hnh vi tm kim thng tin. Bi cnh thi

gian s l yu t tnh hung quan trng nht tc ng n hnh vi

tm kim thng tin ca khch hng.

V d: Khi khch hng trong 1 ca hngngc th sgim thiu

vic tm kim thng tin. Hoc ngi mua sm ang trong tnh

trng khngc kho th cng sgim vic tm kim thng tin.

4. Cc chin lc Marketing da trn cc kiu mu tm kimthng tin ca khch hng:

V tr canhn hiu

Kiu mu ra Q ca khch hng mc tiu

Ra Q theo thiquen (khng tm

kim)

Ra Q c giihn (Tm kim

gii hn)

Ra Q mrng (Tm

kim mrng)

Nhn hiu ca chung

Chin lcduy tr

Chin lcnm bt

Chin lcu tin

Nhn hiukhng c achung

Chin lcph v

Chin lcngn chn

Chin lcchp nhn

Bng 2.2Cc chin lc marketing da trn cc kiu mu tm kim thng tin


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Khi hach nh chin lc marketing, nh ti p th phi tm hiu

vic tm kim thng tin trc khi mua hng ca khch hng mc tiu.

- Chin lc duy tr: Nh tip th cn ch n cht lng

sn phm, knh phn phi v thc hin qung co tng

cng nhm duy tr lng khch hng v chng li s xm

nhp ca i th cnh tranh.

V d: Unif - mt cng ty chuyn sn xut thc phm v nc gii kht

thc hin mt chin lc duy tr bng cch tp trung vo hon

thin sn phm khngnh vi khch hng ca h rng ccsn phm ca h lun c cht lng tt hn nhng sn phm khc

trn th trng.

- Chin lc ph v:Nh tip th cn ph vnhng suy ngh

v quyt nh ca khch hng hin ti bng vic ci tin sn

phm i km theo cc hot ng qung co thu ht s ch

c th gy nh hng tt.

V d: M Vua bp qung co da trn chin lc ph v. Vic sdng

hnh nh Jan can cook gy ch trong cc qung co ca sn

phm ny, vi thng tin l sn phm tuy ln u tin xut hin

nhng rt ngon vi hng vc o to cho khch hng s

ham mun dng thsn phm.

- Chin lc nm bt: Thc hin thng qua vic qung co

hp tc gia nh sn xut v cc nh bn l v ti im mua

sm, thng qua cc vt phm qung co v cc khng gian

trng by hng thch h p. Duy tr cht lng sn phm


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khng i v h thng phn phi thch hp cng l nhng

nhn t ca chin lc nm bt.

- Chin lc ngn chn: Chin lc ny nhm ngn chn

khch hng tm n sn phm ca i th cnh tranh. Nhti p th cn s dng cc phng tin truyn thng a

phng kt hp vi cc vt phm qung co, k by hng,

thit k bao b Coupon cng c th mang li hiu qu.

Vic ci thin sn phm, pht sn phm mu min ph c th

c s dng b sung vo cc chin lc ngn chn ngn

hn nhm tc ng n khch hng mnh hn.

- Chin lc u tin:Nh tip th cn phi thit k mt chin

dch thng tin nhm qung b nhn hiu n nhng khch

hng mc tiu. Bc u tin l nh v mnh nhng thuc

tnh c cho l quan trng i vi khch hng mc tiu.

Bc k ti p l thng tin phi c cung cp tt c cc

ngun thch h p v to ng lc cho ngi bn bng hoa

hng chng hn. Cc nh sn xut ni ting l microwave

(Panasonic, Sharp), my tnh c nhn (Apple, IBM) v

cc thit b video cassette (Sanyo, Sharp) u s dng cc

chin lc ny.

- Chin lc chp nhn: Chin lc ch p nhn rt ging

chin lc u tin. Tuy nhin, bn cnh cc hot ng trong

chin lc u tin, nh tip th phi thu ht s ch ca thtrng mc tiu bng cc chng trnh qung co di hn v

rng ri.


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TM TT BI 2

- Nhn bit nhu cu l bc u tin m khch hng tri qua, chnh

l s khc bit gia hin trng v mong mun ca khch hng m skhc bit ny ln tc ng n khch hng trong vic mua

sm.

- Cc nhn t nm ngoi s kim sot ca nh tip th c th tc ng

n s nhn bit nhu cu bao gm: Vn ha, giai c p x hi, cc

nhm, nhng c im ring ca gia nh, tnh hnh ti chnh, cc

quyt nh trc , s pht trin ca c nhn, cc ng c, nhngcm xc v nhng tnh hung hin thi.

- Mt khi cc nh tip th hiu c s nhn bit nhu cu ca nhng

khch hng mc tiu, h c th tc ng tr li bng cch thit k

chin lc marketing-mix thch ng gii quyt nhu cu c

nhn bit.

- Sau khi nhn ra nhu cu, khch hng c th thc hin vic tm kim

thng tin bn trong v thng tin bn ngoi.

- Mun xy dng mt chin lc tip th tt nh tip th phi tm hiu

qu trnh tm kim thng tin ca khch hng trong th trng mc

tiu. C cc chin lc c ngh nh sau: duy tr, ph v, nm

bt, ngn chn, u tin v chp nhn.


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BI TP

1. Bn hy o lng s nhn bit nhu cu i vi:

a. Ngi i xe p.

b. Nhng cp vchng mi ci.

c. Nhng ngi i xem phim.

2. Bn s kch hot s nhn bit nhu cu nh th no i vi:

a. Bn chi nh rng.

b. Bo him sc khe.

c. Ru nh.

d. Chi tennis.

3. Cc bn s s dng nhng ngun thng tin no khi mua sm

nhng sn phm sau:

a. 1 chic xe hi 4 ch.

b. 1 tour du lch.

c. 1 b my vi tnh.

4. M t 1 ln mua sm gn y m bn thc hin vi s tm kim

thng tin mrng v 1 ln mua sm khc bn thc hin vi s

tm kim thng tin c gii hn trc khi mua sm. Nhng nhn t

no gy ra s khc bit?


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BI 3:

HNH VI KHCH HNG KHI MUA SM:

NH GI V LA CHN CC GII PHP

A. GII THIU:Sau khi khch hng nhn bit nhu cu bn thn v tm kim cc

ngun thng tin khc nhau c lin quan, bc tip theo l hnh gi

v la chn cho mnh mt gii php ph h p nhm tha mn nhu cu.

Trong bi s 3 ny, cc bn s tm hiu khch hng thng t ra nhng

tiu chun g khi mua sm mt sn phm v nhng nh hng ca cc

tiu chun ny i vi chng trnh tip th ca cc doanh nghip.

1.

Mc tiu:

Nghin cu qu trnh nh gi v la chn gii php mua sm ca

NTD gip chng ta hiu r cc vn sau:

- Bn cht ca nhng tiu chun nh gi.

- Cc kha cnh v o lng cc tiu chun nh gi ca

NTD.

- Cc xt on c nhn ca nhng NTD khng nht thit phi

chnh xc.

- Vai tr ca cc thuc tnh ch dn.

- Phn loi cc quy tc ra quyt nh m NTD c th p dng.


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- Nhng nh hng ca cc tiu chun nh gi i vi chin

lc marketing.

2. Ni dung:Bi s 3 c nhng ni dung chnh nh sau:

a. Cc tiu chun nh gi- Khi nim, bn cht ca cc tiu chun nh gi.

- So lng cc tiu chun nh gi.

- S xt on c nhn v cc tiu chun nh gi.- Cc tiu chun nh gi v chin lc marketing.

b. Cc quy tc quytnh:- Quy tc quyt nh lin kt.

- Quy tc quyt nh tch ri.

-

Quy tc quyt nh loi tr.- Quy tc quyt nh theo s la chn u tin.

- Quy tc quyt nh n b.

- Nhng s la chn theo cm tnh.

- Nhng ng dng marketing ca cc quy tc quyt nh.

B. NI DUNG:I. CC TIU CHUN NH GI :1. Khi nim Bn cht ca cc tiu chun nh gi:


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Cc tiu chun nh gi l nhng nt c bit khc nhau ca sn

phm m khch hng tm kim p ng nhu cu ca chnh mnh. Cc

tiu chun nh gi ca khch hng ny c th khc vi cc tiu chun

nh gi ca khch hng khc i vi cng mt loi sn phm.

V d: Trc khi mua 1 my tnh, khch hng c thbn khon vchi

ph, cmy, ngun nng lng, nhng chc nng ca my, s

hin th v bo hnh. Tt c nhng yu tny s l nhng tiu

chun nh gi. Mt s khch hng khc c th thc hin vic

mua sm tng t vi 1 tp h p cc tiu chun nh gi hon

ton khc, chng hn nhnhn hiu, b nhv bo hnh.

Cn lu rng:

- Mt quyt nh theo thi quen khng cn c snh gi bt

k no.

- Cc tiu chun nh gi c th khc v loi, s lng v s

quan trng. Loi tiu chun nh gi m khch hng s dngkhi quyt nh c th l nhng nt c bit v tnh nng,

kiu cch, th hiu, uy tn hoc hnh nh ca nhn hiu.

- Cm gic c thng 1 vai tr quyt nh trong vic mua

sm cc sn phm t cc loi thc ung nhn xe hi.

V d: Nhng lo lng v shi cn trnhiu khch hng mua nhng

thc phm c cha m chnh (bt ngt) mc d khng phi tt c

nhng thc phm c cha m chnh u c thnh hng xu ti

sc khe.


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- Khch hng s c s lng nhng tiu chun nh gi khc

nhau ty vo tng lai sn phm.

V d: Vi nhng sn phm kh n gin nhkem nh rng, x phng

hay khn giy th s lng cc tiu chun nh gi thng t.

Ngc li, vic mua sm xe hi, cn nh c th lin quan n

nhiu tiu chun nh gi hn (nhtiu chun vkiu dng, cht

lng, gi c ).

- Khi nhng khch hng c chung nhng tiu chun nh gi

s hnh thnh nn mt phn khc th trng ring bit.

Cc tiu chun nh gi l nhng ntc bit ca sn phm

hoc cc thuc tnh quan trng m khch hng tm kim mt sn

phm c thph hp vi nhng li ch h mong mun v nhng chi

ph h phi gnh chu.

2. So lng cc tiu chun nh gi:Trc khi nh ti p th c th pht trin mt chin lc vng

chc tc ng n nhng quyt nh ca khch hng th h phi xc

nh:

- Nhng tiu chun nh gi no c khch hng s dng.

- Mc tha mn ca khch hng v mi tiu chun nh

gi.

- S quan trng tng i ca mi tiu chun nh gi.

a. Xc nh nhng tiu chun nh gi no c sdng?


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xc nh nhng tiu chun no c nhng khch hng s

dng khi mua mt sn phm c th, nh nghin cu marketing c th s

dng nhng phng php sau:

- Nhng phng php o lng trc tip bao gm vic hi

nhng khch hng xem h s dng nhng thng tin g khi

mua mt sn phm c th.

- Lp bn nhn thc: y lk thut gin tip hu ch

khc xc nh nhng tiu chun nh gi. Nhng khch

hng sa ra mt s tiu chun quan trng nht ca mt

loi sn phm c th v nh gi xem cc nhn hiu khc

nhau trn th trng c v tr nh th no trn bn ny.

Qua bn nhn thc chng ta c th xc nh:

- Nhng nhn hiu khc nhau c nh v nh th no

theo nhng tiu chun nh gi.

- V th ca nhng nhn hiu thay i nh th no khi pdng nhng n lc marketing.

- Cch thc nh v nhng sn phm mi bng vic s dng

nhng tiu chun nh gi.

V d:Xt bn nhn thc ca nhng nhn hiu x bng, chng ta c

th thy trc nm ngang l thnh phn m, trc ng l tnh

cht khmi. Phng thc ny cho php nhng nh tip th hiu

c nhng s nhn thc ca khch hng v nhng tiu chun

nh gi m h sdngphn bit cc nhn hiu khc nhau.


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C tnh khmi

S 3.1 Bn nhn thc sn phm x bng

b. Mc tha mn ca khch hngi vi mi tiu chun:nh gi:

Chng ta c th lit k cc tiu chun nh gi c thi vi mt

sn phm v thit lp tng cp i lp v ngha (v d tiu chun gi s

c cp ti lp l t r) xc nh nh gi v tha mn nh th

no i vi mt nhn hiu c th.

V d:Xem xt mc tha mn ca khch hngi vi tivi Samsung.Nh tip tha ra nhng tiu chun v cc cch khong nhsau,

khch hng snh du vo nhng chtrong bngchra nh

gi ca h vtivi Samsung

Palmolive

Lux

Rexon

m

cao

m

thp

Khng c tnh khmi

Euchanter

Dove

Johnsons

Baby Soap

DoveNivea

Double

Rich

Lifeboy

Country


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Bng 3.2 Bng nh gi tivi Samsung

Tivi nhn hiu Samsung

t ___ ___ _x__ ___ ___ ___ R

Mn hnh nh ___ ___ ___ ___ _x__ ___ Mn hnh rng

Cht lng hnh nh th p ___ ___ ___ ___ ___ x ___ Cht lng hnh nh ca

D s dng _x__ ___ ___ ___ ___ ___ Kh s dng

Nh vy, tivi Samsungc nh gi l c cht lng hnh nh

tt, gi tngi cao, dsdng v mn nh c kch crng.

c. Xc nh mc quan trng ca tng tiu chun nh gi:i vi cc nh ti p th, iu ct yu l phi bit nhng khch

hng thng cho rng tiu chun nh gi no l quan trng nht i vimt sn phm c th, chng hn nh tiu chun v sinh i vi thc

phm ti, tiu chun an ton vi my tm nc nng trc tip Cc

nh tip th thng s dng cc phng php sau xc nh tm quan

trng ca cc tiu chun nh gi i vi khch hng:

- Thc o tng hng s: l phng php o lng trc tip

thng thng nht. Vi phng php ny, khch hng c

100 im tng cng i vi nhng tiu chun nh gi v

phn chia nhng im ny ty thuc vo s quan trng

tng i ca mi tiu chun nh gi.


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V d: Khi khch hngnh gi squan trng ca nhng tiu chun khi

la chn 1 ci tivi, thc o tng hng s100im c thcho ra

nhng kt qu nh sau: Gi: 10; Kch c:15, Nhn hiu:30;

phn gii: 15; Dsdng: 20; B nh:10.

Khch hng ny nh gi nhn hiu l tiu chun quan trng

nht ri ti tiu chun d s dng, tip n l kch cv phn gii v

cui cng l gi, b nh. Nhng tiu chun nh gi khc cng c th

c xem xt, chng hn nh mc tiu thin nng, tuy nhin iu ny

c th khng quan trng i vi khch hng v do ngm hiu s quan

trng ny l bng 0.

- Phng thc o lng gin tip ph bin nht l phn tch

lin kt,y l mt phng thc cung cp d liu da trn

nhng s thch ca khch hng v nhng nt c bit ca

sn phm v thin ch ca h mua sn phm ch v nt

c bit no thay cho nhiu tiu chun khc, chng hn

nh nt c bit v mu sc hoc kiu dng.

3. Sxt on ca c nhn v cc tiu chun nh gi:Gi s cht lng ca tivi l mt trong nhng tiu chun nh gi,

bn snh gi cht lng ca nhng nhn hiu tivi khc nhau nh th

no? Phng php n gin nht l p dng sxt on trc tip, trn

csmt s hiu bit v cng ngh, k thut... Nhng xt on trc tip

nh th thng c p dng i vi nhiu tiu chun nh gi nh gi

c, mu sc v th hiu... Tuy nhin, khng phi khch hng no cng c

nhng k nng cn thit c thnh gi ng cht lng sn phm.


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Do vy, nhiu khch hng s thc hin sxt on gin tip thng qua

danh ting ca nhn hiu sn phm hoc mc gi suy ra cht lng.

Cc nh qun trmarketing phi nhn bitc khch hng

thng s dng nhng thuc tnh ch dn no v s chnh xc ca

nhng thuc tnh chdn ny.

a. Schnh xc ca nhng xton c nhn:Hu ht khch hng c th xt on kh chnh xc i vi nhng

tiu chun nh gi n gin. Gi c c thc xt on mt cch tng

qut v so snh mt cch trc tip. Tuy nhin, iu ny cng khng phi

d thc hin.

V d:Mua 1 chai Coca Cola 1 lt vi gi 10.500 VND c tt hn mua

1 chai 1,25 lt vi gi 11.800 VND hay khng?

Kh nng ca 1 c nhn nhn bit cc tc nhn kch thch c

gi l sphn bit bng cm quan. iu ny bao gm nhiu nhn t,

chng hn nh mi v ca nhng sn phm thc n v r nt ca

nhng bc nh chp. Khch hng s c s xt an chnh xc hn khi

nh tip tha ra nhng thay i r rt v kiu dng hay mu sc, khi

lng

V d:Thm 1 lng khong 50ml du gi vo chai du gi nhn hiu

Sunsilk 200ml m gi khngi sto skhc bitng ch .

b. Sdng nhng thuc tnh chdn:


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Mt thuc tnh c s dng thay th hoc ch ra 1 thuc tnh

khc ca sn phm th c gi l thuc tnh ch dn.

Gi c v thng hiu l 2 thuc tnh ca sn phm thng c

khch hng s dng nh l cc thuc tnh ch dn v cht lng.

- Gi c: Thuc tnh ch dn c lc s dng rng ri nht

l gi c. Thng thng khch hng thng cho rng gi cao

th cht lng cng cao. Tuy nhin, c mt s sn phm

khng t tin nhng cht lng c th hon ton tt v mt

s sn phm t tin nhng cht lng li khng cao.- Thng hiu: Thng hiu thng c s dng nh l 1

thuc tnh ch dn v cht lng. Nhiu cng ty thnh

cng trong vic to dng nhng thng hiu ca h nh

l biu tng ca cht lng.

V d: Levis Jean c thbn vi gi gp i so vi nhng loi jean khc

bi v thng hiu ny lm cho khch hng tin tng rng n cngha l bn v thi trang.

Hnh nh, bao b ng gi, mu sc, nc sn xut v bo hnh

cng c thc xem nh nhng thuc tnh ch dn cho cht lng sn

phm.

V d: Nc mm Ph Quc, go Long An thngc cho l c chtlng tt nht.

4. Cc tiu chun nh gi, nhng xt on c nhn v chinlc Marketing:


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Vic ch trng n nhng tiu chun nh gi l rt quan trng.

Cc nh tip th hay s dng thnghim m (blind test). Th nghim

m l 1 s th nghim m trong khch hng khng nhn bit c

v nhn hiu ca sn phm. Nhng th nghim nh th cho php cc nhti p th nh gi nhng c tnh ca sn phm v quyt nh tung sn

phm ra th trng nu sn phm c u th vt tri hn i th cnh

tranh.

V d: Sa tm X-man chc a ra gii thiu trn th trng khi vic

thnghim m cho thy n c a thch hn 1 i th cnh

tranh mc tiu.

Cc nh tip th cng thc hin vic s dng trc tip cc thuc

tnh ch dn nh gi c, nhn hiu, nc xut x, mu sc, bo hnh

tc ng n nhn thc ca NTD v cht lng sn phm ca h.

V d:Nhng xe hi cac thngc cho l bn v tit kim nhin

liu.

II. CC QUY TC QUYT NH (DECISION RULES):Bn s chn la nhn hiu no? Cu tr li ca bn ty thuc vo

quy tc quyt nh bn s s dng. Khch hng thng s dng 5 quy tc

quyt nh nh sau:

1. Quy tc quyt nh lin kt:


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Quy tc quyt nh lin kt thit lp nhng tiu chun ca mc

tha mn ti thiu v la chn tt c nhng nhn hiu vt tri hn

nhng tiu chun ti thiu ny. Quy tc ny c s dng khi khch

hng t quan tm n vic mua sm. Trong nhng trng hp nh th,khch hng s la chn nhn hiu u tin p ng c tt c nhng

yu cu ti thiu.

2. Quy tc quyt nh tch ri:S dng quy tc ny, khch hng s chn nhng nhn hiu c bt

k mt thuc tnh no m h cho l quan trng.Vi quy tc quyt nhtch ri, bn c th mua nhn hiu u tin m bn tm thy c th chp

nhn c, hoc s dng 1 quy tc quyt nh khc chn la 1 trong

s vi nhn hiu.

3. Quy tc quyt nh loi tr:Trong trng hp ny, khch hng s mua nhn hiu c mt thuc

tnh quan trng m nhng nhn hiu khc khng c.

4. Quy tc quyt nh theo sla chn u tin:Khch hng s chn nhn hiu no m theo h c c tnh quan

trng nht, v d nh kem c tc dng chng nhn cho da mt. Nu c 1

nhn hiu tng ng th h s gii quyt bng cch chn nhn hiu m

n th hin tt nht v tiu chun quan trng th 2 nh gi c chng hn.

Khi khch hng s dng nguyn tc ny th nh ti p th phi c gng

vt qua tt ci th cnh tranh khc v nhng tiu chun quan trng

nht.


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5. Quy tc quyt nh n b:Quy tc quyt nh n b quy nh rng nhn hiu c chn khi

c tng s nhng xt on ca khch hng cao nht.

nRb = WiBib

i =1

Trong :

Rb = Ton b snh gi nhn hiu b

Wi = S quan trng c gn vi tiu chun nh gi i

Bib = Snh gi nhn hiu b v tiu chun nh gi i

n = S ch tiu nh gi c xem xt thch hp

6. Nhng sla chn theo cm tnh:Vic nh gi v la chn 1 nhn hiu sn phm hay dch v hon

ton da vo cm xc c thc gi l s la chn theo cm tnh.

V d: Xt vic mua 1 b qun o thi trang hoc 1 bc tranh no ,

cc c nhn c thmua han tan theo cm tnh.

Cc nh tip thmi chang btu nghin cu nhng s la

chn theo cm tnh ca khch hng. Nhng quytnh la chn theo

cm tnh i hi nhng chin lc khc vi nhng quytnh c l tr

m t trc y.

7. Nhng ng dng Marketing ca cc quy tc quyt nh:


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Cc nh ti p th nn tm hiu k nhng quy tc quyt nh no

ang c khch hng mc tiu ca h s dng xy dng chin lc

nh v sn phm cho ph h p. Chng hn, khi khch hng s dng

nguyn tc quyt nh lai tr th nh tip th cn c gng nhn mnh skhc bit ca sn phm so vi cc i th ch tranh thng qua c im

v cht lng vt tri hay gi r bt ng.

V d: Cch tnh block 6 giy ca Viettel l bc t ph vgi trong th

trng mng di ng lm cho slng thu bao ca cng ty tng

ln nhanh chng.

Bng 3.3: Hiu nhng quy tc quyt nh ca khch hng xy

dng chin lc nh v

Quy tcquyt nhchim uth ca

khch hngmc tiu

Hiu nhngim mnhv im yu

ca snphm

Pht trinchin lc

tngcng v th

sn phm

Chi lachn c

tng ln


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TM TT BI 3

- Cc tiu chun nh gi l nhng nt c bit ca sn phm m

khch hng tm kim p ng 1 nhu cu no .- Vic o lng cc tiu chun nh gi thng khng d dng v

chng ta c th s dng nhng k thut nh phng vn trc tip,

lp bn nhn thc

- Nhng tiu chun nh gi nh gi c, kch c, mu sc c th

c khch hng nh gi mt cch d dng v chnh xc. Nhng

tiu chun khc nh cht lng, bn v nhng li ch v sckhe th kh xt on hn. Trong nhng trng h p nh vy,

khch hng thng s dng gi c, nhn hiu hoc nhng thuc

tnh khc nh l 1 thuc tnh ch dn v cht lng.

- Khi khch hng nh gi nhng nhn hiu da vo vi tiu chun

nh gi, h phi c mt s phng php la chn mt nhn

hiu. Cc quy tc quyt nh phc v cho mc ch ny c 5 quy

tc quyt nh thng thng c s dng l: quy tc quyt nh

lin kt, tch ri, loi tr, theo s la chn u tin v n b. S

la chn theo cm tnh thng khc nhiu so vi nhng quyt

nh c l tr.

- Cc nh qun tr marketing phi bit nhng nguyn tc c

khch hng thuc th trng mc tiu s dng, bi v nhng

nguyn tc khc nhau i hi nhng chin lc marketing khcnhau.


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BI TP

1. Lit k nhng tiu chun nh gi bn s s dng trong vic mua

sm nhng sn phm sau y v s quan trng ca mi tiu chunnh gi.

a. 1 chuyn i ngh cui tun.

b. 1 ci ng heo tay.

c. 1 cn h.

d. 1 ba n nhanh.

e.

1 mn qu nhn ngy ca Cha.f. 1 b my vi tnh.

2. Cho bit 5 sn phm m khch hng c th ra quyt nh chn la

da vo nhng thuc tnh ch dn. Ti sao nhng thuc tnh ch

dn c s dng v 1 cng ty c th nng cao vic s dng

chng nh th no?


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BI 4:

NHNG TC NG TNH HUNG

LA CHN CA HNG V MUA SM

A. GII THIU:Cc bn thn mn,

Trong bi s 4 ny, chng ta s tm hiu xem sau khi khch hng

nh gi v la chn cc gii php, h cn b chi phi bi nhng yu t

no t mi trng bn ngoi, t pha cc nh tip th v vic h mua sm

u? khi no thng xut pht t l do g? y l mt trong nhng

bc quan trng trong qu trnh quyt nh mua hng ca khch hng v

nh ti p th phi nghin cu k cc vn c lin quan n bc ny

nhm xy dng cc chin lc tip th phi hp tc ng mnh mn

khch hng.

1. Mc tiu:Nghin cu nhng tc ng tnh hung v hnh vi khch hng khi

mua sm, chng ta s hiu r nhng vn sau:

- Nhng tnh hung tc ng n hnh vi khch hng.

- C 4 loi tnh hung ch yu.


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I. Nhng tc ng tnh hung c thc xp loi theo 5 hng

tc ng chnh.

- Nhng tc ng tnh hung c nhng nh hng ti chin

lc marketing.

- Ti sao nhng c im ca khch hng cng c th nh

hng n s la chn ca hng.

- Cc nhn t tc ng n vic la chn ca hng bn l.

- Nhng tc ng bn trong ca hng c thnh hng n

s chn la nhn hiu.

- Ti sao cc nh tip th cn xem xt nhng tc ng ny?

2. Ni dung:Bi s 4 gm c cc ni dung c th nh sau:

a. Nhng tc ng tnh hung:

- Phn loi tnh hung

- Vai tr ca tc ng tnh hung

- Nhng tc ng tnh hung v chin lc marketing

b. La chn ca hng v mua sm:

- S la chn ca hng vi s la chn sn phm.

- Nhng thuc tnh tc ng n s la chn ca hng bn l.- Nhng c im ca NTD v s la chn ca hng.

- Bn cht ca s mua sm ngoi k hoch.

- Mua sm.


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B. NI DUNG:I. NHNG TC NG TNH HUNG:

Tc ng tnh hung c thc nh ngha nh sau: Tt c nhng

nhn t lin quan n mt thi im, hon cnh, a im c nh

hng nht nh n hnh vi ca mt c nhn trong vic thc hin quyt

nh mua sm sn phm.

- Cc nh ti p th cn phi hiu nhng tnh hung no nhhng n vic mua sm cc sn phm hoc dch v ca h

c th phc v tt nht cc khch hng ca th trng

mc tiu khi nhng tnh hung ny xut hin.

- Cc nh ti p th mun don mt cch chnh xc nhngtnh hung khc nhau v nhng chin lc marketing-mix s

tc ng nh th no.

1. Phn loi tnh hung:a. Tnh hung tip nhn thng tin:Chng ta bit rng bi cnh khi khch hng tip nhn thng tin c

tc ng nht nh n hnh vi ca h. Nu nhng khch hng quan tm

n sn phm v ang trong mt bi cnh thun tin th nh tip th c

th chuyn nhng thng ip c hiu qu ti h. Ngc li, khi khch

hng ang b bnh hay qu bn rn th nh tip th s gp kh khn khi

mun chuyn mt thng ip no .

b. Tnh hung mua sm:


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Cc nh tip th cn phi hiu cc tnh hung mua sm tc ng

n nhng khch hng nh th no nhm pht trin cc chin lc

marketing thch hp.

V d: Cc b m khi i mua sm vi con th db tc ng bi cc sn

phm m con ha thch hn l khi hi mua sm 1 mnh.

c. Tnh hung sdng:Cc nh tip th cn hiu cc tnh hung tc ng n khch hng

lc h s dng sn phm, trn css hiu bit ny cc nh tip th c

th thuyt phc khch hng s dng nhng sn phm ph h p trong

nhng bi cnh khc nhau.

V d: Bn c thschn ung ru vang trong mt ba tic, ung c

ph khi bn thgin vi cc bn ca bn vo chiu th6.

d. Tnh hung vt b sn phm:Khch hng phi thng xuyn phi vt b cc sn phm hoc bao

b ca chng sau khi hoc trc khi s dng. Nhng quyt nh ca

khch hng trong hat ng ny c th to ra nhng vn x hi ng

quan tm cng nh nhng chi Marketing.

Mt s khch hng cho rng vic d x l khi vt b l mt yu

cu quan trng. Nhng ngi ny c th ch mua cc mn hng m cth c ti ch mt cch d dng. Thng thng vic x l mt sn

phm hin c phi xy ra trc hoc ng thi vi vic mua mt sn

phm mi.


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V d: Nhng khch hng phi x l ci ging c ca h trc khi h

mua ci mi.

Cc nh tip th cn hiu nhng tc ng tnh hung nh hng

n cc quyt nh vt b nhm hon thin sn phm hn p ng

trch nhim v mt x hi.

2. Vai tr ca tc ng tnh hung: vn dng tc ng tnh hung vo chin lc marketing, nh

tip th phi hiu c 3 kha cnh quan trng ca s tc ng:

- Khi no th mt tnh hung c bit s tc ng n hnh vikhch hang.

- nh hng ca tc ng mnh nh th no.- Cch thc m tnh hung s tc ng n hnh vi. gn kt tc ng tnh hung vo chin lc Marketing, cn

phi ch n mc tc ng qua li gia tnh hung vi nhm cc

khch hng mc tiu. Do , vic nh gi tnh hung mt cch c h

thng nh l khi no th tnh hung xut hin, sc mnh ca tc ng tnh

hung n hnh vi l rt cn thit.

V d: Thi gian sdng cho cc hotng gii tr chu tc ng bi

mi trng vt cht xung quanh (nhnhit v thi tit), nhng

tc ng x hi v tm trng ca con ngi. Do t hiu

qu trong marketing cho 1 hotng gii trc bit (nhcc s

kin th thao, in nh), nh ti p th cn phi hiu c bng

cch no v khi no khch hng thc hin hotng.


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3. Xp loi tnh hung theo hng tc ng:C 4 loi nh sau:

a. Mi trng vt cht xung quanh:Mi trng vt cht bao gm t v tr ca hng, trang tr ni tht,

nhit , m nhc, mi v, nhn vin ca hng ti cch trng by hng

ha, vt phm qung co

V d: Mt ca hng chuyn bn l qun o sang trng, ng mt mun

phn nh hnh nh ny ti cc khch hng thng qua cc vt

phm, cc trang thit b ca ca hng v mu sc theo mt kiu

cch sang trng v mi. Ngoi ra, nhn vin ca hng nn xut

hin vi trang phc lch sv phong cch.

Nhng tc ng ca mi trng vt cht s to ra nhng nhn

thc tt v mi trng bn l v nhng nhn thc ny n lt n s tc

ng n quyt nh mua sm ca khch hng.

Tnh

hung

Sn phm

Khchhng Hnh vi

Cc tc nhn kch thch Cth Sp ng

Sd 4.1: Tc ng tnh hung n hnh vi khch hng


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Theo nghin cu, ngi ta ch nh khong 10% nhng g h

c nhng h li nh ti 80% nhng g h tri nghim trn thc t.

Chnh v vy, vic thit k mi trng vt cht xung quanh ng vai tr

quan trng trong vic cng c thng hiu ca sn phm.

Mu sc khc nhau c nh hng khc nhau ti tm l v hnh vi

khch hng, chng hn nh mu hng lun to cm gic phn chn.

V d: i vi nh hng n, nu bn mun ko di thi gian n ca

khch th dng mu n ha, khng gian rng ri v nh sng lng

mn.

m nhc tc ng n tm trng ca khch hng v nhng tm

trng ny, n lt n, tc ng n hnh vi tiu dng. Bn cnh cn

c nhng yu t nh nhit , mi v cng tc ng n khch hng

khi mua sm.

V d:Trng hp nh hng sdng nhc chm sdn n kt qu l

khch hng s li nh hng lu hn. Ngoi ra, nhit v mi

v c nhng tc ng rt hiu qu ti khch hng khi dng ba ti

1 nh hng.

Trong nhiu trng h p, nhng nh ti p th ch c s kim sot

hn ch v tnh hung vt cht.

V d:C nhiu loi hnh bn l nht hng qua th(mail order), bn

hngn tn ca (door-to-door selling), bn hng trc tuyn (qua

Internet) v bn hng bng my bn hng tng th skim sot

vtc ng tnh hung rt thp.


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Cc nh qun tr Marketing cn ch ti tc ng ca mi trng

vt cht n cc quyt nh mua sm ti ca hng ca khch hng.

V d: Mt nghin cu cho thy rng cc vt phm qung co c thto

ra 1 skhc bitng k, vi 42% cc quytnh mua sm tng

ln khi c sxut hin ca mt bng qung co vchng trnh

gim gi chng hn.

Khi khch hng i mua sm th s kch thch vo gic quan l mt

yu cu khquan trng. Cc trung tm mua sm thng thit k nhng

khu vc an ton, tin nghi cho cc cuc i do th th. Khung cnh vm thanh ca cc ca hng c thit k nhm tc ng mnh n cc

gic quan.

b. Mi trng x hi xung quanh:Khi nim mi trng x hi xung quanh lin quan n s c mt

ca nhng ngi khc nhng ngi c thnh hng ti hnh vi ca

khch hng c nhn. Cc hnh ng ca chng ta thng xuyn b tc

ng, nu khng mun ni l hon ton, bi nhng ngi xung quanh

chng ta.

Cc c nhn khi mua sm v tiu dng thng c khuynh hng

lm ging nhng ngi xung quanh thuc nhm m ha thch. Do vy,

hnh vi khch hng chu nh hng kh nhiu t mi trng x hi xungquanh.


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Vic mua sm c th to ra nhng s quen bit mi, gp gnhng

ngi bn hin c hoc ch l gn nhng ngi khc. N cho php mi

ngi giao tip vi nhng ngi khc c nhng quan tm ging nhau.

V d:Nhng ngi chi gold say m ra nc ngoi, n cc ca hng

bn th thao c th tm gp nhng ngi cng s thch v

trao i thng tin vi ngi bn hng am hiu vmn th thao

ny.

c. Bi cnh thi gian:Bi cnh thi gian chnh l tc ng ca thi gian n hnh vi

khch hng, c th nh sau:

- Thi gian dnh cho vic mua sm ca khch hng nhiu hayt, nu khch hng c t thi gian dnh cho vic mua sm th

thng c khuynh hng t tm kim thng tin hn v mua

sm nhng nhn hiu quen thuc.

- C nhng sn phm, dch v c kinh doanh theo ma,chng hn vo nhng ngy l th nhu cu ca khch hng

tng ln i vi mt s sn phm dch v kh r .

V d: Ngy Tnh yu 14-2 th nhu cu hoa hng v ko scla bng

tng ln.

- Nhu cu c p bch ca khch hng v mt loi sn phm,dch v no .

V d: My tnh b hng trc ngy thi.


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d. Xc nh nhim v mua sm:Mua s dng hay cho tng cho ai? y l nhng yu t quan

trng c tnh quyt nh.

V d: Qu sinh nht cho ngi yu c khuynh hng lng mn, cn qu

ci c khuynh hng hu dng.

e. Trng thi trc khi mua sm:Trng thi trc khi mua sm l nhng nt c trng ca c nhn,

l nhng c tnh khng bn vng. l nhng tm trng hay honcnh nht thi ca khch hng.

Tm trng l nhng trng thi cm gic nh vui v, bun, chn

nn. p ng nhng nhu cu ca khch hng khi c nhng tm trng

khc nhau, cc nh tip th thng c gng tc ng n h bng nhng

chng trnh tip th to lp mt tm trng tch cc.

V d:Cc nh hng, bar, trung tm mua sm v nhiu ca hng bn l

khc c thit kem li nhng tm trng tch cc trong cc

khch hng. m nhc thngc chi cho l do ny. Nhiu cng

ty thch qung co trong thi gian cc chng trnh Tivi vui nhn,

nh nhng v ngi xem c khuynh hngtrong 1 tm trng tt

khi xem cc chng trnh ny.

Hon cnh nht thiphnnh trng thi tn ti (th cht) ca con

ngi, chng hn nhang b mt, ang bnh, ang c nhiu tin, ang

khng c tin


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V d: Mt c nhn b ht tin sc hnh ng khc vi lc rng rng

tin bc.

4. Nhng tc ng tnh hung v chin lc Marketing:Cc nh ti p th phi xc nh nhng sn phm no hoc nhng

thng hiu no thng c mua nhiu nht khi mt tnh hung c

bit xut hin..

V d: Hotng lm sch rng ming: khi thc d y vo bui sng

nh, kem nh rng v nc sc mingc xem l thch hp

nht; tuy nhin nu bn c quan th c hi th thm tho

trc cuc hp, bn li sdng ko gum bc h hoc cc loi ko

khc sl tt nht phc v cho tnh hung ny.

Nhiu nh ti p th tha nhn s quan trng ca tc ng tnh

hung i vi vic mua sm v tiu th,

V d: Ngy sinh nht hay tn gia ngi ta thng thch mua ru vang

.

Vic phn khc th trng v nh v sn phm c tht hiu qu

cao hn khi nhng tnh hung s dng c thc phi hp cng vi

cc nhu cu v sn phm.

V d: Khuynh hng hin thi cho thy khch hng chn nh hng lni tchc tic tng nhn dp ln chc, y nm con ngy cng

tng, nh v y cc nh hng phi xc nh c nhm nhng

khch hng mc tiu phc v v thit kcc dch v thch hp.


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II. LA CHN CA HNG V MUA SM:1. Sla chn ca hang vi sla chn sn phm:

C 3 cch thc cbn m khch hng thng lm:

- Chn nhn hiu (hoc sn phm) trc, chn ca hng sau.V d: Khch hng bit vbp gas Rinnai, tm kim y thng tin

vnhn hiu ny th h squytnh mua ti ca hng no tin

cho vic i li v c dch v tt.

- Chn ca hng trc, chn nhn hiu sau.V d: Khi khch hng thn thit vi 1 ca hng bn b p gas, h s

quytnh n ca hng v chn 1 ci bp gas trong snhng

nhn hiu c ca hng.

- Chn nhn hiu v ca hng mt cch ng thi: y thvic quyt nh s lin quan n mt nh gi ng thi c

ca hng v nhng thuc tnh ca sn phm.

2. Nhng thuc tnh tc ng n sla chn ca hng bn l:a. Hnh nh ca ca hng:Hnh nh ca ca hng bn l s bao gm nhng thnh phn theo

bng sau:


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Kha cnh Thnh phn

1. Hng ha Cht lng, s la chn, kiu cch, gi c

2. Dch v S bi xe, nhn vin bn hng, tr hng d, tn

dng, giao hng

3. Phng tin vt cht Sch s, bi tr ca hng, thoi mi khi mua sm, hp

dn

4. S tin li V tr ca hng, khu vc u xe

5. Khuyn mi Qung co

6. Khng kh ca ca

hng

Thch hp, vui v, si ni, thoi mi

7. Sau giao dch Tha mn

Bng 4.2: Cc kha cnh v nhng thnh phn v hnh nh

ca ca hng bn l

Nhiu nghin cu khc nhau nhn ra rng khi khch hng muntit kim thi gian h s thc hin vic mua sm trc tuyn (qua mng

internet). Nhng nhiu khch hng vn thch mua sm ca hng v

nhng trung tm bn l bi v chng cho php h nhn thy, cm nhn, s

v th nhng sn phm trc khi h mua.

i vi nhiu khch hng, s tin li l 1 tiu chun quan trng

trong vic la chn nhng ca hng bn l ca h. Nhng nh tip th

p ng iu ny bng vic thnh lp nhng siu th nh hn nhiu v

tr khc nhau cung cp nhng ba n c chun b trc cho nhng

khch hng bn rn. Cng vy, nhng chui siu th ln by giang


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cho mi vic mua sm qua internet tranh th ti a thi gian ca

khch hng.

b. Nhn hiu ca ca hng :Lin quan mt cch cht ch ti hnh nh ca hng l nhn hiu

ca ca hng. Ngy cng nhiu nhng ngi bn lang pht trin v

xc tin nhng nhn hiu cht lng cao. Nhng nhn hiu nh th

khng ch cung cp nhng mc hp dn cho nhng ca hng bn l

ny, m nu chng c pht trin mt cch thch hp, th chng s tr

thnh mt thuc tnh quan trng ca ca hng bn l.

V d: Nhiu sn phm bn l ti cc siu th ln nu c gn nhn

hiu ca siu th hoc chmi vic c bn ti siu th cng

m bo vi khch hng vcht lng cng nhgi c ca n,

chng hn nhCoop Mark, Metro

c. Qung co bn l:Nhng ngi bn l s dng vic qung co thu ht khch hng

n ch ca h. Khch hng thng tm kim ca hng v nhng thng

tin v sn phm t nhng qung co trn bo ch trc khi mua sm.

d. V tr v quy m ca ca hng :V tr ca mt ca hng bn lng mt vai tr quan trng trong

s chn la ca hng ca khch hng. Nu tt c nhng th khc tng

ng, ni chung khch hng s chn ca hng gn nht. Tng t, quy

m ca ca hng l nhn t quan trng trong s chn la ca hng,

nhng ca hng rng ri thng c a thch hn..


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3. Nhng c im ca khch hng v sla chn ca hng:C 2 c im ca khch hng lin quan mt cch c bit ti s

chn la ca hng l snh hng mua sm v ri ro c th xy ra.

a. Snh hng mua sm:Nhng nh hng mua sm c quan h mt thit vi phong cch

sng ca khch hng. Nhng ngi bn l c th ch ti nhng c

im ca khch hng v nhng thi quen ca h phc v mt cch

hiu qu hn.

V d: Nhng ngi mua sm ch c mt cht hoc khng c nim vui

thch tqu trnh mua sm l i tng khch hng quan trng

nht ca nhng ca hng tin li v mua sm ti nh (catalogues,

bn hng qua in thoi v nhng dch v trn mng).

b. Ri ro c thxy ra:Vic mua sm bt k mt sn phm no u c th xy ra mt vi

s ri ro v ti chnh hay x hi.

Ri ro c th tc ng ln ti mc tm kim thng tin. Nhng

sn phm no , do chi ph hoc s phc tp v k thut, tiu biu cho

nhng mc ri ro cao v ti chnh, nhng sn phm m ai cng c th

nhn ra khi khch hng s dng th tiu biu cho nhng mc ri rocao v mt x hi.

V d: Mua mt chic xe hi th ri ro ti chnh cao v rt tn tin v ri

ro x hi cng cao v khch hng sdngi li, giao thip


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Ct mt kiu tc th ri ro ti chnh thp v t tn tin nhng ri ro

x hi cao v nh hngn nhan sc khi gp gmi ngi.

4. Mua sm ngoi k hoch:Mua sm ngoi k hoch l khi mt khch hng mua hng ngoi

d kin ban u.

V d: Khch hng mua c ba sn phm: sa ra mt, du tm v khn

tm thay v chmua mt sn phm nhdkin ban u do stc

ng tngi bn hng.

tng doanh s bn, cc nh bn l thng c gng xy dng cc

chnh sch nhm khuyn khch nhng s mua sm ngoi k hoch ti a

ca khch hng.

C mt s cch thc thng c s dng nh sau:

-

Nhng vt phm qung co.- Gim gi v nhng chng trnh khuyn mi.- S bi tr ca hang.- Khng kh ca ca hang.- Nhn vin bn hang.

V d: Khi khch hng thc hin nhng quytnh mua sm quan trng

chng hn nhbo him, xe hi th vai tr v tc ng ca nhnvin bn hngn quytnh mua sm ca khch hng l rt ln.

5. Mua sm:


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TM TT BI 4

- Cc nh ti p th nn xem xt v xy dng cc chng trnh

marketing tc ng ti khch hng hiu qu trong cc tnhhung khc nhau.

- Vic xp loi cc tnh hung theo hng tc ng mt cch khch

quan gip chng ta c th gii thch r rng hnh vi khch hng.

- Mi trng vt cht xung quanh bao gm v tr a l v v tr t

chc, s trang tr, m thanh, nh sng, mi thm, thi tit, s trng

by hng ha hoc mi trng vt cht khc ca sn phm.- Mi trng x hi xung quanh ch yu gii quyt s tc ng nh

hng ca nhng ngi khc n hnh vi ca khch hng c nhn.

- Bi cnh thi gian l snh hng ca thi gian i vi hnh vi

khch hng. Cc ca hng tin li cho vic mua sm c mra

v thnh cng bng cch tn dng li th ca nhn t bi cnh

thi gian.

- Xc nh nhim v mua sm phn nh mc ch hoc l do mua

sm. Nhng trng thi trc lc mua sm l nhng tm trng v

hon cnh nht thi.

- La chn ca hng bn l v mua sm l giai on cui quan trng

nht ca qu trnh quyt nh mua sm ca khch hng. C 3 cch

thc hin nhng quyt nh ny: la chn nhn hiu v ca hng

1 cch ng thi; chn nhn hiu trc, chn ca hng sau; hocchn ca hng trc, chn nhn hiu sau.

- Hnh nh ca ca hng, loi hnh qung co, s lng qung co

thng c nhng tc ng quan trng n s la chn ca khch

hng v c xem nh nhng tiu chun nh gi. Nhng tiu


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BI TP

1. Tho lun s quan trng ca mi tc ng tnh hung khi bn mua

cc sn phm v dch v sau:a. Ct tc.

b. 1 xe p leo ni.

c. Rm ca.

d. Bnh trung thu.

2. Bn hy cho mt v d v tm trng v hon cnh nht thi nh

hng n vic mua sm nh th no?

3. Theo bn, cc ca hng bn l sau phi xy dng bu khng kh

v hnh nh nh th no p ng nhu cu v tha mn khch

mua hng?

a. CH bn m phm.

b. CH bn sch.

4. M t 3 trng hp mua sm ngoi k hoch m bn tri qua

v cho bit l do.


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BI 5:

HNH VI KHCH HNG

SAU KHI MUA SM

A. GII THIU:Cc bn thn mn!

Bi s 5 cp n mt ni dung rt quan trng, l sau khi mua

sm, khch hng thng cm nhn nh th no, h hi lng ra sao v s

dng sn phm theo cch no. y l nhng thng tin rt quan trng i

vi cc nh tip th khi hoch nh chin lc tip th v nh gi chng

trnh tip th. Cc bn hy nhli nhng kinh nghim mua sm ca chnh

mnh hiu hn v cc ni dung trnh by trong bi v ng dng vobi tp thc hnh cui bi mt cch hiu qu hn.

1. Mc tiu:Nghin cu hnh vi NTD sau khi mua sm gip chng ta hiu r

cc vn sau:

- Qu trnh sau khi mua sm.- S mu thun sau khi mua sm.- Ti sao vic s dng sn phm li quan trng i vi cc

nh tip th.


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- Ti sao vic vt b sn phm l quan trng i vi vikhch hng.

- S hi lng ca khch hng.- S trung thnh ca NTD.

2. Ni dung:Bi s 5 gm c nhng ni dung cbn sau:

a. Tm l khch hng sau khi mua sm

- S mu thun sau khi mua sm.- Mt s cch thc lm gim bt mu thun sau khi mua sm.

b. Vn s dng v khng s dng sn phm

- Vic s dng sn phm- Nhng sn phm c khim khuytc. Vn x l thi b sn phm v bao b

d. Vn x l thi b v chin lc marketing

e. nh gi vic mua sm

- Qu trnh nh gi- Cc kha cnh ca s tha mn ca sn phm.- Cc phn ng khng hi lng ca khch hng.- Chin lc marketing v nhng khch hng khng hi lng.f. S hi lng ca khch hng, hnh vi mua sm lp li v s

trung thnh ca khch hng


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- Bn cht ca hnh vi mua sm lp li- Hnh vi mua sm lp li, lng trung thnh v chin lc

marketing.

- Marketing quan h.

B. NI DUNG:Sau khi mua sm, s c mt hin tng gi l smu thun sau

khi mua sm, xy ra khi khch hng c s nghi nghay hi tic v vic

mua sm. Mt s trng hp khc khch hng c th mua m khngs

dng hoc ct i, tr li...

a s cc trng hp mua sm l i km theo vic s dng, ngay

c khi c s mu thun sau khi mua hng. Sn phm c nh gi lc

s dng v sau khi s dng. Nu khng hi lng, khch hng s c th

phn nn, khiu ni v sn phm. Nu s khiu ni ny c x l thch

ng th s khng hi lng trc y c th thay i. Kt qu ca qu

trnh ny l mc hi lng cui cng ca khch hng. Mc hi lng

ny c thnh hng n s trung thnh, ng h ca khch hng hoc

ngc li.

I. TM L NGI TIU DNG SAU KHI MUA SM:1. Smu thun sau khi mua sm:

Sau khi quyt nh mua hoc chn sn phm dch v no ,bn s

t hi liu rng bn c quyt nh ng cha hay bn c nn c la

chn khc khng. S nghi nghoc lo lng ca khch hng sau khi mua


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sm c cp ti nh l s mu thun sau khi mua sm. y l mt

phn ng rt thng thng sau khi c mt quyt nh quan trng v kh

khn. Kh nng m khch hng gp mu thun v mc ca n sau khi

mua sm l mt hm s ph thuc vo cc yu t: mc rng buc caquyt nh, tm quan trng ca quyt nh, s lng cc gii php.

2. Mt s cch thc lm gim bt mu thun:C mt s cch thc nh sau:

- Tng kh nng mong mun ca nhn hiu c mua.

- Gim kh nng mong mun ca cc gii php khng c

chn.

- Gim s quan trng ca quyt nh mua sm.

- Thay i quyt nh (tr li sn phm trc khi s dng

hoc hy b dch v).

Ngoi ra, khch hng c th tnh gi, tm kim thng tin bn

ngoi nhm xc nh c mt s la chn khn ngoan. Nh vy, s tm

kim thng tin sau mua sm ca khch hng vn hay xy ra v nh vy l

cc n lc qung co v bn hng t pha nh tip th c thng mt vai

tr ln. xy dng s t tin ca khch hng trong vic la chn nhn

hiu ca h, nhiu nh sn xut thit k cc qung co ca h vi hy

vng gip gim i mu thun sau khi mua hng. Cng nh vy, cc

nghin cu sau khi mua sm khng ch cung cp thng tin cho nh sn

xut hng ho hoc ngi cung cp dch v, m cn bo m cho khch

hng rng h c mt quyt nh mua sm khn ngoan.


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II. VIC SDNG V KHNG SDNG SN PHM:1. Vic sdng sn phm :

Hu ht khch hng ra quyt nh theo thi quen hoc c gii hnkhi mua sm v do c rt t hoc khng c mu thun sau khi mua

sm. Ngi mua s dng sn phm m khng h lo lng v sng n

ca quyt nh mua sm. Ngay c khi s mu thun sau khi mua sm xy

ra, th thng thng khch hng vn s dng sn phm.

Nhiu cng ty c gng c c cc thng tin lin quan

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Hanh Vi Khach Hang-thuy