TNH CCH & PHONG CCH SNG

Nguyn Th Mai Anh

MC TIU
Cch thc NTD phn ng li vi cc kch thch marketing chu nh hng ca tnh cch c nhn Phong cch sng ca NTD l cha kha quan trng cho cc chin lc marketing thnh cng Tm l hc gip marketer phn khc th trng chnh xc hn

TNH CCH
Tnh cch l nhng c im tm l ring bit ca c nhn v n nh hng n cch thc c nhn phn ng li vi cc kch thch ca mi trng

L thuyt FREUR
V thc: mong mun nguyn thy, bn nng -- > tm kim s tha mn tc thi Siu thc: lng tm, o c, phm gi - > c nhn tha mn nhu cu theo cch thc c chp nhn thc: l s kim sot c suy ngh ca c nhn -- > to cn bng gia nhu cu thi thc & rng buc x hi ca siu thc

L thuyt FREUD
Tnh cch = s u tranh gia ham mun & trch nhim Nguyn tc thc t: thc s p ng v thc theo cch thc m x hi bn ngoi chp nhn

ng dng trong marketing

Rt kh bit ng c tht s ca NTD khi mua sn phm Dng biu tng qung co nhm kch thch NTD mua sn phm

L thuyt ng c & ng lc tiu th

Mn tng t l thuyt Freud nhng i su hn vo ngha tiu dng ca sn phm v qung co (yu t kch thch marketing) NTD chuyn i nhng nhu cu khng c x hi chp nhn qua nhng phng tin tha mn c chp nhn nh sn phm thay th

L thuyt FREUD hin i

Nhn mnh nhiu hn ti mi quan h gia cc c nhn Karen Horney: Li gn vs. trch n vs. chng li Alfred Adler: ng lc chnh l vt qua mc cm so vi ngi khc Harry Stack Sullivan:gim thiu s lo lng trong mi quan h x hi Carl Jung: pht trin phng php tr liu gi l tm l hc phn tch.

L thuyt c im
L mt trong nhng l thuyt ph bin v tnh cch c s dng trong marketing L thuyt c im c xy dng trn cc gi thuyt:
Mi c nhn c nhng c im bn trong hay c tnh lin quan n xu hng hnh ng C s n nh v o lng c v s khc bit gia cc c nhn trn cc thuc tnh ny

L thuyt c im
c im c nhn: l nhng c im nhn dng xc nh mt c nhn c im c cho l c tnh k tha v c hnh thnh t nhng nm u i, t thay i theo thi gian

L thuyt c im
Mt s c im nh hng ti hnh vi NTD: S i mi: mc NTD th sn phm mi Tnh vt cht: tm quan trng ca vic mua & s hu sn phm i vi NTD S t thc v bn thn: l mc m mt ngi c tnh theo di v kim sot hnh nh ca bn thn ngi th hin vi ngi khc

L thuyt c im
Mt s c im nh hng ti hnh vi NTD Nhu cu cho s nhn thc: l mc m mt ngi thch suy ngh v xung quanh v tng cc n lc x l thng tin thng hiu S tit kim: l xu hng t chi mua hng ngn hn v tha mn vi nhng g h s hu.

L thuyt c im
L thuyt c im n nht: tp trung vo 1 c im c lin quan c bit ti 1 nhm hnh vi c th Mt vi c im n nht ph bin
Ch ngha dn tc ca NTD Nhu cu cho s duy nht

L thuyt c im
L thuyt c im a nht: nghin cu ton b cc c im NTD nh mt th thng nht

L thuyt c im
M hnh ph bin: 5 yu t
S hng ngoi: thch tham gia vo nhm, ni nhiu Tnh khng n nh: r, tht thng, t i Tnh d chu/ d tn thnh: ng cm, thn thin, lch s vi ngi khc S ci m vi cc tri nghim: sng to, nh gi cao ngh thut, tm ra gii php c o S nhn thc: cn thn, chnh xc, hiu qu

Bn l ngi sng ni tm hay ci m?

Idiocentrics (nh hng c nhn) Trng thi tha mn Nhn thc v sc khe Chun b thc phm Lm vic Du lch v gii tr Tha mn v cuc sng hin ti cao t ch n vic trnh cc thc phm khng tt Dnh t thi gian Allocentrics (nh hng nhm) Tha mn v cuc sng hin ti thp Ch nhiu n vic trnh cc thc phm khng tt Dnh nhiu thi gian, thch nu n Lm vic t hn c sch

Lm vic nhiu Thch i du lch ti cc nn vn ha khc nhau

Hn ch ca l thuyt c im
D bo hnh vi mua ca NTD da trn c im tnh cch mang li kt qu khng r rng khi chnh xc, khi khng Nguyn nhn:
Tiu ch o lng khng chnh xc v tin cy S dng cc bi kim tra vay mn t nghin cu bnh l tm thn iu kin thc hin cc bi kim tra khng ph h

Tnh cch thng hiu

Tnh cch thng hiu: l tp hp cc c im thuc tnh ca mt sn phm nh th n l mt ngi Gi tr thng hiu: l mc m NTD gi cc mi lin h mnh m, u thch v duy nht vi mt thng hiu trong tr nh v s sn sng chi tr nhiu hn cho vic mua cc sn phm c thng hiu so vi cc sn phm khng c thng hiu

Tnh cch thng hiu

Tnh cch thng hiu nh hng n mi quan h vi NTD NTD c xu hng gn c tnh ca con ngi cho thng hiu d cng ty c mong mun hay khng

Tnh cch thng hiu

Tnh cch thng hiu gp phn hnh thnh k vng v c im, hiu sut, li ch ca sn phm v dch v Tnh cch thng hiu l nn tng cho mi quan h lu di gia NTD v thng hiu

Tnh cch thng hiu

Mt s tnh cch tiu biu (Aaker, 1997):
S chn tht: thc t, trung thc, lnh mnh, vui v S si ng: to bo, mnh m, giu tr tng tng, cp nht C nng lc: ng tin cy, thng minh, thnh cng

Tnh cch thng hiu

S tinh t: ng cp, quyn r S khe mnh: ngoi tri, cng rn

Hnh vi thng hiu & Nhng suy lun v c im c nhn

Hnh vi ca thng hiu
Thng hiu c ti nh v nhiu ln hoc thay i slogan thng xuyn Thng hiu s dng cng nhn vt trong qung co Thng hiu nh gi cao v phn phi c quyn Thng hiu thng c khuyn mi Thng hiu cung cp nhiu dng m rng

Tnh cch
Hay thay i, ng bng, k cc Thn thuc, thoi mi Tinh t, qu tc, lm cao R tin, vn ha thp Linh hot, d thch nghi

Truyn thng v tnh cch thng hiu

Ngi ni ting ng h: s dng c im ca c nhn ngi ni ting cp n tnh cch thng hiu
Nike: Serena William cnh tranh, ch ngha c nhn, thnh cng Revlon: Halle Berry sexy & t tin

Truyn thng v tnh cch thng hiu

Hnh nh ngi s dng: dng hnh nh ngi dng tiu biu cng vi hot ng m trong h s dng thng hiu
Mountain Dew: ngi dng tr trung, thch cc hot ng si ng, vui v

Truyn thng v tnh cch thng hiu

Cc yu t thc hin: thng qua vic thng ip c truyn t nh th no ging iu ca qung co, yu t thu ht no c s dng, logo, font ch, nhp iu, tc , knh truyn thng c s dng

Truyn thng v tnh cch thng hiu

Ging iu: Coca Cola vui v & hnh phc, chia s & cng ng

Truyn thng v tnh cch thng hiu

Media: Hush Puppies qung co trn tp ch qung co W & Instyle thit lp tnh cch thi trang, hp thi

Truyn thng v tnh cch thng hiu

Nhp iu: Bia Molson Canadian

CM XC
Cm xc l nhng tnh cm mnh m, tng i kh kim sot nh hng n hnh vi Cm xc gn b cht ch vi nhu cu, ng c & tnh cch
Nhu cu khng tha mn: cm xc tiu cc Tnh cch a cm: d b cm xc chi phi

CM XC
Cm xc hay b tc ng bi mi trng xung quanh Cm xc hay dn n cc thay i tm sinh l: m hi, trng mt gin ra Cm xc thng c lin quan n suy ngh nhn thc Cm xc lin h vi hnh vi: bun khc

CM XC & CHIN LC MARKETING

Kch thch cm xc l mt li th ca sn phm & bn l
Barcadi Rum

Cm xc trong qung co

CM XC & CHIN LC MARKETING

CM XC & CHIN LC MARKETING

PHONG CCH SNG

Phong cch sng: nh ngha n gin chnh l cch thc mt c nhn t chc cuc sng ca bn thn

PHONG CCH SNG

Phong cch sng xc nh m hnh tiu dng phn nh s la chn ca c nhn v cch h s dng thi gian v tin bc Theo quan im marketing: NTD c th phn khc trn c s
Nhng g h mun lm H s dng thi gian rnh nh th no H s dng thu nhp thu nhp thng d ra sao?

PHONG CCH SNG

NTD t khi nhn ra vai tr ca phng cch sng trong hnh vi tiu dng v n thng nh hng ti ng c mc gin tip
NTD him khi ngh rng ti ung caf Starbucks th hin phong cch sng. Thay vo , nhng ngi theo phong cch sng ch ng, thch giao lu s mua caf Starbucks v s tin li, c ting

Phong cch sng & Tin trnh tiu dng

Tiu ch xc nh phong cch sng - Nhn khu hc
- Nhm vn ha - Tng lp x hi - ng c - Tnh cch - Cm xc - Gi tr - Vng i gia nh -Vn ha - Kinh nghim qu kh

Phong cch sng - Hot ng - Mi quan tm - Yu / Ght - Thi - Tiu dng - K vng - Cm xc nh hng ti hnh vi mua & tiu dng
- u - Vi ai -Nh th no - Khi no - Ci g

Phong cch sng c im nhn dng nhm

Phong cch sng l tuyn ngn xc nh ai thuc v nhm no. Nhn dng ca nhm hnh thnh xung quanh cc biu tng th hin t cch thnh vin. Tuy nhin, nhng ngi theo cng mt m hnh tiu th chung ca nhm, cng thm c tnh ring ca h vo phong cch sng ca mnh.

Phong cch sng c im nhn dng nhm

Nhm t nh ngha qua vic chia s cc biu tng chung Th hiu, s thch c th thay i theo thi gian cng vi s pht trin ca c nhn

Phong cch tiu dng

Tho lun
c im ca bn c th hin qua tiu dng nh th no?

Nghin cu phong cch sng Psychographics

S dng cc yu t tm l hc, x hi hc v nhn chng hc :
Phn khc th trng Xc nh l do cho s la chn sn phm iu chnh sn phm dch v cung ng

Phn khc phong cch sng ca Best Buy

Jill: busy suburban mom who buys electronics for family Buzz: focused, active younger male interested in buying latest gadgets Ray: family man who likes his technology practical BB4B (Best Buy for Business): small employer Barry: affluent professional male wholl drop tens of thousands of dollars on a home theater system

Cc hnh thc phn tch Phong cch sng

Chn dung phong cch sng M t c th v sn phm Nghin cu phong cch sng tng th Nghin cu sn phm c th

AIOs
Nhm khch hng theo: Hot ng Mi quan tm / S thch kin / Quan nim Qui tc 80/20: 20% ngi s dng mua ht 80% khi lng sn phm Phn khc theo mc s dng v chn phn khc ph hp

Nghin cu phong cch sng

Hot ng Cng vic S thch ring S kin x hi K ngh du lch Gii tr Tham gia CLB Cng ng Mua sm Th thao Mi quan tm Gia nh Nh ca Cng vic Cng ng Th tiu khin Thi trang Thc n Truyn thng Thnh tu kin Bn thn Vn x hi Chnh tr Kinh doanh Kinh t Gio dc Sn phm Tng lai Vn ha Nhn khu hc Tui Gio dc Thu nhp Ngh nghip Qui m gia nh Nh a l Qui m thnh ph Vng i

Vn dng phn khc theo Phong cch sng

Xc nh th trng mc tiu To nn ci nhn mi v th trng nh v sn phm Truyn t tt hn cc c tnh sn phm ti NTD Pht trin chin lc sn phm Tip th cc vn chnh tr x hi

VALS2TM
Da trn c im tm l lin quan n mu hnh mua sm NTD c phn nhm theo ng c cn bn Tin cn bn ca VALS2: ng c cn bn ca c nhn xc nh ci g v bn thn hoc v th gii l c ngha trng yu chi phi hnh ng ca bn thn

VALS2TM
3 ng c cn bn
ng c l tng: NTD b nh hng bi nhng la chn v nim tin v nguyn tc bn thn hn l cm xc hoc khao kht c chp nhn bi x hi mua chc nng & s tin cy ng c thnh tu: NTD u tranh cho v tr x hi & chu nh hng mnh bi hnh ng, kin v s chp thun ca x hi NTD mua biu tng a v

VALS2TM
ng c t th hin: l nhng NTD c nh hng hnh ng v u tranh th hin bn thn thng qua s la chn tiu dng NTD mua tri nghim

VALS2TM
Tiu ch th hai ca VALS2 l ti nguyn, phn nh kh nng c nhn theo ui c nh hng ca bn thn. Ti nguyn c xu hng tng t tr qua trung nin v gi n nh khi v gi Ti nguyn l phn quan trng v n c th tng hoc gim kh nng NTD hnh ng theo ng c c bn.

VALS2TM

VALS2TM
VALS2 phn khc NTD M thnh 8 nhm:
Nh ci cch: ngi thnh cng vi nhiu ngun lc Nh t tng: ngi tha mn, c suy ngh v thoi mi Ngi thnh t: nh hng cng vic, thch d on ri ro v t khm ph Ngi tri nghim: tr, bc ng, thch nhng tri nghim ri ro hoc khc thng

VALS2TM
Tn : c nguyn tc, ng h cc thng hiu c tha nhn Ngi n lc: tng t nh ngi thnh t nhng c t ti nguyn hn Ngi lm: nh hng hnh ng v c xu hng tp trung nng lng vo t cung t cp Ngi phn u: ng cui cng trong nc thang kinh t

Phong cch sng quc t

MOSAIC ton cu phn bit cc phn khc 19 quc gia RISC o lng s thay i phong cch sng / vn ha x hi hn 40 nc v sp xp theo 3 tiu ch
Khm ph / n nh X hi / C nhn Ton cu / a phng

Phn nhm theo tiu ch kinh t x hi theo tng khu vc a l - Geodemography S dng d liu v chi tiu ca NTD v yu t kinh t x hi cng vi thng tin a l v khu vc sinh sng ca NTD xc nh ra nhng NTD cng chia s m hnh tiu dng

Vn ha m thc
Vn ha m thc cp ti mu hnh tiu th thc phm v ung m qua phn nh cc gi tr ca mt nhm x hi S khc bit trong vn ha m thc quc t: Trung Quc: chocolate sa c t sa hn M: sp Campbells m hn Mexico c: thc phm phi b dng : khng th va i va n ung

PRIZM by Claritas, Inc.

Phn chia 66 phn khc phong cch sng thnh cc nhm x hi & vng i 4 nhm x hi:
Thnh ph: thnh ph chnh vi mt dn c ng Ngoi : khu vc kh ng c xung quanh cc th ln

PRIZM by Claritas, Inc.

Thnh ph loi 2: cc thnh ph nh hn, t dn c hn hoc l thnh ph v tinh xung quanh cc th ln Th trn & min qu: cc cng ng nng thn v th trn tha dn c

PRIZM by Claritas, Inc.

3 giai on ca vng i
Tui tr: c thn & cp i tui di 45 v cha c con Gia nh: tui t 25 54, c gia nh cng con ci Chn chn: c thn & cp i tui trn 54

Hng ti mc tiu theo hnh vi

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