Ch

ng 7

Analyzing Consumer Markets and Buyer Behavior Tm hi u ng i tiu dng v Phn tch hnh vi c a ng i mua

N i dung ch

ng 7

Cc c i m no c a ng i tiu dng nh h ng n hnh vi mua hng c a h v nh h ng nh th no? Qu trnh hnh thnh hnh vi mua hng.

Nghin c u hnh vi ng

i mua

How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Nghin c u cch th c m t c nhn, m t nhm hay m t t ch c ch n l a, mua, s d ng v lo i b cc s n ph m, d ch v , th a mn nhu c u v mong mu n.

T i sao c n ph i nghin c u khch hng Nghin c u khch hng cung c p cha kha cho vi c pht tri n s n ph m m i, hnh thnh cc c i m c a s n ph m, ch n l a knh ti p th , thng i p v cc y u t khc c a marketing mix (4Ps)

CC Y U T

TC

NG

N HNH VI NG

I 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 (S n ph m) - Brand choice (Nhn hi u) - Dealer choice (C a hng) - Purchase timing (Th i gian) - Purchase amount (S l ng)

Cc y u t

nh h

ng

n hnh vi ng

i mua

Cultural (v n ha)

Psychological (Tm l)

BUYER DECISION

Social (X h i)

Personal (Tnh cch c nhn)

Cc y u t v n ha
L n n t ng c a nhu c u v hnh vi c a con ng i Trong qu trnh tr ng thnh, con ng i thu nh n m t lo t cc gi tr v n ha, nh n th c, s thch v cch c x thng qua gia nh v x h i V n ha l y u t c nh h ng su r ng nh t n hnh vi mua hng c a ng i tiu dng
V d : * Nike ph i thu h i 38,000 i giy c ch AIR trong logo c a n. V Air trng gi ng nh Allah trong ngn ng r p. * T i sao c tra khng c tiu th nhi u t i Vi t Nam m l i c xu t kh u r t nhi u sang Hoa K ?

V n ha v diveristy marketing Diversity marketing

Th c hi n cc nghin c u marketing chuyn bi t, nh m n gi tr c a t ng nhm v n ha (subculture) theo nh ng c i m dn s h c, dn t c v vng mi n khc nhau V d : * Ng i Trung Qu c tiu dng theo nh ng cch th c khc v i nh ng ng i n , Malay hay Philipines * Ng i dn mi n Nam VN tiu th nh ng s n ph m th y s n khc v i ng i mi n B c S phn t ng x h i c ng tc ng n nh ng hnh vi mua hng c a ng i tiu dng. Nh ng ng i trong cng m t t ng l p x h i th ng c khuynh h ng tiu th nh ng lo i hng ha t ng t nhau

Y u t x h i
Cc nhm tham v n x h i
Th ng l nh ng nhm x h i m ng 1 thnh vin.
gia nh, b n b, ng nghi p,. Tn gio, ngh nghi p, cng on,

i tiu dng l

Cc nhm x h i tc mua nh th no?

ng

n hnh vi ng

Hnh thnh l i s ng v nh ng hnh vi m i nh h ng thi v nh n th c c nhn p l c t ng thch v i nh ng c i m chung

 Gia nh
l n v (t ch c) tiu dng quan tr ng nh t trong x h i M i thnh vin trong gia nh hnh thnh nn m t nhm tham v n x h i c nh h ng l n nh t n hnh vi mua hng c a ng i mua Cc nh ti p th c bi t quan tm n vai tr quy t nh c a m i thnh vin trong gia nh.

Dominant Family Purchase - Cozenza 1985

PRODUCT 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

Womens casual clothing Vacations Mens casual clothing Life insurance Homeowners insurance Household appliances

Y u t c nhn
Tu i. VD: qu n o, th c n Ngh nghi p v i u ki n kinh t L i s ng T cch v nh n th c c nhn

Y u t tm l
Cc ch n l a mua hng c a ng i tiu dng b nh h ng b i 4 y u t tm l chnh:
ng l c (Motivation) xu t pht t nhu c u b n thn Nh n th c (Perception): qu trnh ch n l c, s p x p v di n
gi i cc thng tin c c

H c h i (Learning): thay i hnh vi t kinh nghi m Ni m tin v thi (Beliefs and attitudes) hnh thnh t
qu trnh h c h i VD: quan ni m nh t dng nh da v v p ph n

Maslows Hierarchy of Needs

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

Vai tr c a ng

i mua hng

Ng Ng Ng Ng Ng

i a ki n i tc ng i quy t nh i mua i s d ng

Types of buyer behaviour

Ph c t p (Complex buyer behaviour)
VD: laptop, motobikes => T v n, nu b t i m khc bi t, s u vi t c a s n ph m

Gi m r c r i (Dissonance-reducing behaviour): brand reduces after-sales discomfort, mua tr c tin sau

VD: s n ph m m ph m, th c ph m => Cung c p ni m tin (cho th )

Theo thi quen (Habitual buying behaviour - little difference between products)
e.g. n c ch m => khuy n mi, qu ng co

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

e.g soap powder => gia t ng s c m t c a s n ph m trn th tr ng

BUYING DECISION PROCESS (QU TRNH HNH THNH QUY T NH MUA HNG)
Tc ng n i t i Tc ng bn ngoi Ngu n tt c nhn Ngu n tt t ti p th Ngu n tt i chng Kinh nghi m b n thn So snh cc gi tr , c tnh, gi c v so snh l i ch c a s n ph m Thi c a ng i khc Cc y u t b t ng Problem recognition (Nh n ra nhu c u)
Pht tri n cc chi n l c ti p th nh m thc y cc nhu c u, s thch c a ng i tiu dng L a ch n cc ph ng th c truy n thng h u hi u nh m n th tr ng m c tiu Cc chi n l c ti p th nh m c ng c s thch c a ng i tiu dng, nu b t nh ng u vi t, khc bi t c a s n ph m Cung c p thng tin v h tr nh m gi m thi u r i ro x y ra cho khch hng Lin l c: cm n, chc m ng, h ng d n cc ng d ng, b o hnh,

Information search (Tm ki m thng tin)

Evaluation of alternatives (Xem xt cc l a ch n)

Purchase decision (Quy t nh mua)

Thi (th a mn?) Hnh ng (s d ng, v t b , gi i thi u)

Post purchase behavior ( nh gi sau khi mua)

Tm t t
Hnh vi ng i tiu dng b nh h ng b i cc y u t v n ha, x h i, c nhn v tm l. Nh ti p th ph i xc nh c vai tr v hnh vi c a ng i mua Nh ti p th ph i hi u qu trnh hnh thnh quy t nh mua hng c a ng i tiu dng nh m th c hi n cc chi n l c ti p th thch h p