Chng 7

Analyzing Consumer Markets and Buyer Behavior Tm hiu ngi tiu dng v Phn tch hnh vi ca ngi mua

Ni dung chng 7
Cc c im no ca ngi tiu dng nh hng n hnh vi mua hng ca h v nh hng nh th no? Qu trnh hnh thnh hnh vi mua hng.

Nghin cu hnh vi ngi mua

How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Nghin cu cch thc mt c nhn, mt nhm hay mt t chc chn la, mua, s dng v loi b cc sn phm, dch v, tha mn nhu cu v mong mun.

Ti sao cn phi nghin cu khch hng

Nghin cu khch hng cung cp cha kha cho vic pht trin sn phm mi, hnh thnh cc c im ca sn phm, chn la knh tip th, thng ip v cc yu t khc ca marketing mix (4Ps)

CC YU T TC NG N HNH VI NGI MUA

Marketing stimuli - Product - Price - Place - Promotion

Other stimuli - Economic - Technological - Political - Cultural

Buyers Characteristics: - Cultural - Social - Personal - Psychological

Buyers decision process: - Problem recognition - Information search - Evaluation of alternatives - Purchase decision - Post-purchase behavior

Model of Buyers Decision

Buyers decision - Product choice (Sn phm) - Brand choice (Nhn hiu) - Dealer choice (Ca hng) - Purchase timing (Thi gian) - Purchase amount (S lng)

Cc yu t nh hng n hnh vi ngi mua

Cultural (vn ha)

Psychological (Tm l)

BUYER DECISION

Social (X hi)

Personal (Tnh cch c nhn)

Cc yu t vn ha
L nn tng ca nhu cu v hnh vi ca con ngi Trong qu trnh trng thnh, con ngi thu nhn mt lot cc gi tr vn ha, nhn thc, s thch v cch c x thng qua gia nh v x hi Vn ha l yu t c nh hng su rng nht n hnh vi mua hng ca ngi tiu dng
V d: * Nike phi thu hi 38,000 i giy c ch AIR trong logo ca n. V Air trng ging nh Allah trong ngn ng rp. * Ti sao c tra khng c tiu th nhiu ti Vit Nam m li c xut khu rt nhiu sang Hoa K?

Vn ha v diveristy marketing Diversity marketing

Thc hin cc nghin cu marketing chuyn bit, nhm n gi tr ca tng nhm vn ha (subculture) theo nhng c im dn s hc, dn tc v vng min khc nhau V d: * Ngi Trung Quc tiu dng theo nhng cch thc khc vi nhng ngi n , Malay hay Philipines * Ngi dn min Nam VN tiu th nhng sn phm thy sn khc vi ngi min Bc S phn tng x hi cng tc ng n nhng hnh vi mua hng ca ngi tiu dng. Nhng ngi trong cng mt tng lp x hi thng c khuynh hng tiu th nhng loi hng ha tng t nhau

Yu t x hi
Cc nhm tham vn x hi
Thng l nhng nhm x hi m ngi tiu dng l 1 thnh vin.
gia nh, bn b, ng nghip,. Tn gio, ngh nghip, cng on,

Cc nhm x hi tc ng n hnh vi ngi mua nh th no?

Hnh thnh li sng v nhng hnh vi mi nh hng thi v nhn thc c nhn p lc tng thch vi nhng c im chung

 Gia nh
l n v (t chc) tiu dng quan trng nht trong x hi Mi thnh vin trong gia nh hnh thnh nn mt nhm tham vn x hi c nh hng ln nht n hnh vi mua hng ca ngi mua Cc nh tip th c bit quan tm n vai tr quyt nh ca mi thnh vin trong gia nh.

Dominant Family Purchase - Cozenza 1985

PRODUCT Womens casual clothing Vacations Mens casual clothing Life insurance Homeowners insurance Household appliances DOMINANT DECISION TYPICAL DECISION MAKER Wife Syncratic (both) Husband Husband Husband Wife Price, style Whether and where to go Type, price, style Company, coverage Company, coverage Style, brand, price

Yu t c nhn
Tui. VD: qun o, thc n Ngh nghip v iu kin kinh t Li sng T cch v nhn thc c nhn

Yu t tm l
Cc chn la mua hng ca ngi tiu dng b nh hng bi 4 yu t tm l chnh:
ng lc (Motivation) xut pht t nhu cu bn thn Nhn thc (Perception): qu trnh chn lc, sp xp v din
gii cc thng tin c c

Hc hi (Learning): thay i hnh vi t kinh nghim Nim tin v thi (Beliefs and attitudes) hnh thnh t
qu trnh hc hi VD: quan nim nht dng nh da v v p ph n

Maslows Hierarchy of Needs

Self Actualisation (self-development and realization) Esteem (self esteem, recognition) Social (cm gic l thuc, yu thch) Safety (security, protection) Physiological (food, water, shelter)

Vai tr ca ngi mua hng

Ngi a kin Ngi tc ng Ngi quyt nh Ngi mua Ngi s dng

Types of buyer behaviour

Phc tp (Complex buyer behaviour)
VD: laptop, motobikes => T vn, nu bt im khc bit, s u vit ca sn phm

Gim rc ri (Dissonance-reducing behaviour): brand reduces after-sales discomfort, mua trc tin sau
VD: sn phm m phm, thc phm => Cung cp nim tin (cho th)

Theo thi quen (Habitual buying behaviour - little difference between products)
e.g. nc chm => khuyn mi, qung co

Thch thay i (variety seeking behaviour - significant brand differences)

e.g soap powder => gia tng s c mt ca sn phm trn th trng

BUYING DECISION PROCESS (QU TRNH HNH THNH QUYT NH MUA HNG)
Tc ng ni ti Tc ng bn ngoi Ngun tt c nhn Ngun tt t tip th Ngun tt i chng Kinh nghim bn thn So snh cc gi tr, c tnh, gi c v so snh li ch ca sn phm Thi ca ngi khc Cc yu t bt ng Problem recognition (Nhn ra nhu cu)
Pht trin cc chin lc tip th nhm thc y cc nhu cu, s thch ca ngi tiu dng La chn cc phng thc truyn thng hu hiu nhm n th trng mc tiu

Information search (Tm kim thng tin)

Evaluation of alternatives (Xem xt cc la chn)

Cc chin lc tip th nhm cng c s thch ca ngi tiu dng, nu bt nhng u vit, khc bit ca sn phm Cung cp thng tin v h tr nhm gim thiu ri ro xy ra cho khch hng

Purchase decision (Quyt nh mua)

Thi (tha mn?) Hnh ng (s dng, vt b, gii thiu)

Post purchase behavior (nh gi sau khi mua)

Lin lc: cm n, chc mng, hng dn cc ng dng, bo hnh,

Tm tt
Hnh vi ngi tiu dng b nh hng bi cc yu t vn ha, x hi, c nhn v tm l. Nh tip th phi xc nh c vai tr v hnh vi ca ngi mua Nh tip th phi hiu qu trnh hnh thnh quyt nh mua hng ca ngi tiu dng nhm thc hin cc chin lc tip th thch hp