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

Model of Buyers Decision

Buyers decision process:

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

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

Personal
(Tnh cch c nhn)

Social
(X hi)

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

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 aftersales 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

Thi (tha mn?)

Hnh ng (s dng, vt
b, gii thiu)

Problem recognition
(Nhn ra nhu cu)

Information search
(Tm kim thng tin)

Evaluation of alternatives
(Xem xt cc la chn)

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
Cc chin lc tip th nhm
cng c s thch ca ngi tiu
dng, nu bt nhng u vit,
khc bit ca sn phm

Purchase decision
(Quyt nh mua)

Cung cp thng tin v h tr

nhm gim thiu ri ro xy ra
cho khch hng

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