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