3 ng c mua hng hiu

c phi l t nhng yu t k thut hay cng nng c bit nh cht lng sn phm, s tinh
xo, thit k, hay cng ngh? Nh mt khch hng trong cuc iu tra th trng ti UAE ni
khi bn mua mt th cht lng cao, bn s cm thy s khc bit. l khi bn cm sn phm,
cm nhn v vt liu, cm nhn v s hon ho n nhng chi tit nh nht


c phi l t cm xc hnh din khi ngi khc nhn ra bn mi ni v bn ang s dng nhng
vt dng m rt t ngi c th c c? Nh kin mt khch hng khc Ti mua chic BMW ny ch
c th cha kha ca n ln bn trong cc cuc hp. Cn mt khch hng khc ni Nu ti dng
li ti n , ti bit rng mi ngi s nhn ti.
c phi l v cc thng hiu hng hiu chnh l nc thang gip ngi s dng chng khng nh mt
phong cch sng? Nh mt khch hng tng ni C mt cu ngn ng rng nu bn mang giy p,
bn s c n nhng ni tng xng.
3 ng c t khng nh mnh, khc bit ha phong cch, v yu chung cht lng hon ho:
i vi rt nhiu ngi, ba ng c trn chnh l l do khin h hm m v mun s dng hng hiu.
Tuy nhin, chng ta cng nn nh rng ba ng c ny khng hon ton c lp vi nhau.
Khi nim v s ni tri lun tn ti i vi nhng thng hiu hng hiu. Tuy nhin, t quan im
khch hng, nh ngha v s ni tri nn c hiu trong s tin ha. Ti giai on s khai, c kh
nng ti chnh s hu mt mn hng hiu c ngng m v m c bi nhiu ngi chnh l s
ni tri. N c ngha l ngi ta mua hng hiu l khng nh bn thn trc mi ngi.

Khi khch hng ngy cng tr nn tinh t v c nhiu ngi khc gia nhp nhm ni tri , vic s hu
mt mn hng mc tin khng cn lm h tha mn. Nhu cu mi pht sinh l phi khc bit hn
na khng nh v th x hi, ni tri hn na trong nhm nhng ngi ni tri. Cch thc tm
s ni tri by gi c th l mua nhng sn phm c s lng sn xut hn ch hoc sn phm vi
cng nng hoc cht liu c bit, k thut tinh xo; hoc cng c th tm nhng thng hiu c trng
hay danh ting lu i. Nhng ngi mun khc bit ha cng k tnh hn trong vic chn cc thng
hiu hng hiu. H thng chn nhng thng hiu hng hiu khng ph bin, c l do c th cho s
chn la ca mnh v i khi h thch gn b vi nhng thng hiu chuyn nghip. Mt s khch hng
trong cc cuc iu tra th trng ti UAE cho bit:
Ti thch mua ng h t mt thng hiu chuyn lm ng h, khng phi l thng hiu thi trang.
Ti thch hng c v chuyn nghip nh comple t thng hiu danh ting nht v c vt. Bn bit
, ni m mt ci c vt c th mc ngang vi mt b vest Armani chnh l Italy v cng l ni duy
nht trn th gii c hng nh vy. i khi bn mun mua mt th tht c bit s dng trong mt s
dp tht c bit m thi.
Trong khi s ngng m sn phm c cht lng tuyt ho l khng cn bn ci, n khng phi l tnh
cht c lp. Ni n gin l ngi ta mua hng hiu khng phi ch khng nh bn thn hoc
khc bit ha m khng tnh n v p v s hon ho ca sn phm. Tuy nhin, cng c mt s
ngi mua hng hiu khng phi cc l do lin quan ti ngi khc m n gin v h thch cc tnh
nng ca sn phm hay n gin v yu thch thng hiu .
Tm li l d v mc ch th hin bn thn, khc bit ha, hay yu thch s hon ho ca sn phm,
nhng cu chuyn v ho quan xung quanh cc thng hiu hng hiu chnh l th khin chng c
ngng m.
DNA Branding www.dna.com.vn
Nguyn Thanh Hng n Tham kho bi vit ca Rohit Arora