18 i b3 hanh vi

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Qun tr marketing

TS. Don Hong Minh

i hc Kinh t Quc dn

Bi 3

Hiu hnh vi khch hng ca doanh nghip

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=

Khi nim th trng:Th trng hin ti v tim nng

Khch hng hincha dngsn phm

Khch hngkhng quan tm/khng lin quan

Th trng hin ti cai th cnh tranh

Th trng hin tica DN

Th trng tim nng ca DNTh trng hin tica c ngnh

Th trng tim nng ca c ngnh

Th trng hin ti

Th trng tim nngT l thm nhp

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22

Gi tr ca mt khch hng: Mt v d

S ln mua

(10 ln/nm) Thu nhpthng xuyn

Thu nhp tmi ln mua

($4)

($40/nm)

Chi phthng xuyn

Li nhun($35 /nm)

($5/nm ) Vng i(10 nm)

Chit khu(4%)

Li nhun c i($295)

Chi ph c ckhch hng

($50)

CLV($245)

Gi trca

khch hng

Hnh vi khch hng tiu dng

Tp hp cc suy ngh, tnh cm vhnh ng lin quan n qu trnh

mua v tiu dng mt hng ha

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Ba nh lut c bn v hnh vingi tiu dng

1. Ngi tiu dng khng phi lc no cng tun theo cc hc thuyt

v l tr kinh t nh mi ngi thng ngh

2. Tuy nhin ngi tiu dng khng phi c x mt cch hon ton

ngu nhin

3. Hnh vi ca h xut pht t nhng nhu cu t nhin v mong mun,

l mt qu trnh kt hp c thc, v thc, l tr v tnh cm

Nhng vai tr lin quan n hnh vi mua

Ngi mua thc hin hnh vi mua hng

Ngi s dng s dng hoc tiu dng

Ngi t vn nh hng n quyt nh la chn

Ngi quyt nh quyt nh mua hay khng mua

Ngi bnh lun ....

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M hnh hnh vi

Cc c im c nhn

+

Mi trng

Hnh vi

Qu trnh nhn thc

Nhn bit nhu cuNhn bit nhu cu

Tm kim thng tinTm kim thng tin

nh gi cc phng nnh gi cc phng n

Ra quyt nh muaRa quyt nh mua

Phn ng sau khi muaPhn ng sau khi mua

Vn ho

Nhm tham kho

Gia nh

Tnh hung mua

v tiu dng

......

Cc yu t mi trngCc yu t mi trng

c im nhnkhu hc

ng c

S nhn thc

Kinh nghim

Thi , tnh cm

Nhn cch, quannim bn thn

Cc yu t c nhnCc yu t c nhn

Cc kch thch

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Cc yu t c nhn : c imnhn khu hc

Tui tc, gii tnh, thu nhp, trnh vn ha,ni c tr...

Mt trong cc khi nim :

Nhu cu l mt cm gic thiu ht

ng c l nhu cu mnh c th dn n hnhng

Cc yu t c nhn : ng c, Nhu cu

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Sn phm hin cSn phm hin c

Thu nhpThu nhp

Nhu cu

Mong mun

Nhu cu c khnng thanh ton

Th trng

Cm gicthiu ht

Nhu cu t nhin, mong mun, nhu cu ckh nng thanh ton

Cc loi nhu cu theo Maslow

Sinh lSinh l

An toAn tonn

TTnh cnh cmm

a va v

TT hohon thin thinn

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CCc loc loi nhu ci nhu cu theo Murrayu theo Murray

Nhu cu s hu

Nhu cu hon thin

Nhu cu ph trng

Nhu cu thng tr

Nhu cu nhp hi

Nhu cu vui chi

Nhu cu trt t

Nhu cu c ghi nhn

Nhu cu c tn trng Nhu cu quyn t ch

Nhu cu tn cng

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Cc mc mc tiu / nhu cu

Cc ba n

nh hnTrnh n vt Tp th thao

u n

Tch cc

hot ng

n king Tp th dc

Lm hi lngngi khc

Cm gic t tinthoi mi

Sc khetui th

Mc tiu cui cng

(Ti sao ?)

Mc tiu trung tm

(Ci g ?)

Mc tiu phng tin

(bng cch no?)

Gim cn

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Hnh nh

m thanh

Mi

V

...

Kch thch

Mt

Tai

Mi

Ming

Da

TIP CN CH DIN GII

Gic quan tip nhn

Cc yu t c nhn :Nhn thc

Cc yu t c nhn : Nhn thc

Qu trnh mang tnh chn lc,

ph thuc vo cc yu t

Cc nhn t kch thch

Bi cnh

c im c nhn

Thng ip

S ch S ch

Din giiDin gii

Ghi nhGhi nh

Thng ip

S ch S ch

Din giiDin gii

Ghi nhGhi nh

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Kinh nghim, Hc hi (learning)

L qu trnh thay i khng ngng cahnh vi c nhn, thng qua vic tch ly

kinh nghim (phn x)

Cc yu t c nhn :

Phn x c iu kin

Cc cuc thiu tennis

Lin tng ngii qu tc

Heineken

Kch thch khng c iu kin

Kch thch c iu kin

T ng dn n

C th dn n

Phn x

Lin hlp ilp li

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Khi nim : Tp hp cc c tnh tml n nh v thng trc ca mt cnhn, to ra xu hng hnh ng nhtqun ca ngi

Nhn cNhn cch (cch (c ttnh)nh)Cc yu t c nhn :

Mt s nt nhn cch

Hng ngoi Hng ni

Bnh tnh Lo lng

C thc Cu th

D gn Cu bn

Ci m Bo th

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Hnh nh v chnh mnh ca mt c nhn, da trn : vic quan st hnh vi, ng x ca bn thn vic quan st hnh vi ng x ca ngi khc i

vi anh ta vic t so snh vi nhng ngi khc nhng iu ngi khc ni trc tip vi anh ta

Quan nim v bn thnCc yu t c nhn :

So vSo vi ci cc hc hc vin khc vin khc trong lc trong lp, mp, mc c thng minh cthng minh ca ti na ti nm trong khom trong khong :ng :

Trong sTrong s10%10%

cao nhcao nhtt

ChChnh xnh xcc khokhongng

gigiaa

Cao hnCao hnngngi khi khcc

mmt cht chtt

NNi chungi chungcao hncao hn

ngngi khi khcc

ThThp hnp hnngngi khi khcc

mmt cht chtt

NNi chungi chungththp hnp hn

ngngi khi khcc

Trong sTrong s10%10%

ththp nhp nhtt

11 22 33 44 55 66 77

Quan nim v bn thn

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o s t nh gi bn thn

Hon ton khng ng ------------ Hon ton ng 1 2 3 4 5

1 Hin ti ti thy hi lng vi v b ngoica mnh

1 2 3 4 5

2 Ti t tin vo s kho lo ca ti 1 2 3 4 5

3 Ti c cm gic nhng ngi khc tntrng v ngng m ti

1 2 3 4 5

4 Hin ti ti c cm gic mnh km ci sovi nhng ngi khc *

1 2 3 4 5

5Ti c cm gic l mnh khng bit cchlm vic * 1 2 3 4 5

(Heatherton & Polivy, 1991)

Hon ton khng ng ------------ Hon ton ng 1 2 3 4

1.

Ti ngh rng mnh c mt s phm cht tt 1 2 3 4

2.

Nhn chung ti hi lng vi mnh 1 2 3 4

3.

i khi ti c cm gic mnh thc s vdng*.

1 2 3 4

4. Ti c mt thi tch cc vi chnh mnh. 1 2 3 4

5.

Ti tng c lc ngh mnh ch c tchs g*.

1 2 3 4

(Rosenberg, 1965).

o s t nh gi bn thn

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31

Thi l tm trng ca mt c nhn trc mts vt, mt hin tng hay mt ngi no

V d:

Ti thch chi game

Ti khoi mn pizza

Ti say m bng

Ti ght ra btThi c th nhngmc mnh / yu vtheo hai xu hng tch

cc / tiu cc

Cc yu t c nhn : Thi

Cc yu t c nhn : Nim tin

Con c ny nng t nht30 kg!!!

C ma !!!!

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Cc yu t mi trng : nhmtham kho

Thng tin

Mt ngi bn ni rngti ca hng An Phc-Pierre Cardin c trngby nhng b vt rt p

Ti nh mt vi ngi

bn, Phong c miung caf Capuccino G7

Ngi bn chi tennisgii nht trong nhm caPhong i giy hiuAdidas

ang cn mua mt bvt mi, Phong i nca hng Anphuoc Pierre Cardin.

Phong quyt nh mua

th Capuccino G7

Phong tm mua mti giy hiu Adidas

Tnh hung Hnh vi Loi nh hng

Tnh hung tiu dng vnh hng ca nhm tham kho

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Chunmc

Vi ngi bn ch ci inthoi di ng ca Phongmua cch y 4 nm

Phong khi n n ticti nh bn b, h mang biangoi tht i, tuy mi ngich thy c g khc bit c

Mt on qung co trn tivi ni : bn b c th trnh

xa bn nu bn khng c hith thm tho

Phong mua mtmy in thoi mi

Khi (v ch khi) micm bn b ti nhPhong tm mua biangoi

Phong tm muanhn hiu c

qung co



Tnh cm

Nhiu ln, Phong nhnthy c bn gi rtthch Phong dng nchoa Kenzo nam giima ng

Phong thy m mnh

khng thch cc loi smi k sc

Mi khi i chi vi bngi Phong li dng nchoa Kenzo

Phong khng bao gimua o s mi k sc



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Cnh tranh

c quan, mt ngnghip ca Phong mitu mt chic HondaCivic

Gia nh ngi em hca Phong va c mtk ngh ko di mttun trong mt ressort 4 sao

Phong quyt nh vay bm tin i chic Viosmua cch y 2 nm lymt chic Toyota Camry

Phong d kin h nya c gia nh i ngh Lt



An tonBn b Phong xbn c phiu ca cngty REE nim yt trnsn chng khon

Phong gic b m mnhcng lm th



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nh hngmnh

Dng l ra bn ngoi

Sn phm c lin quann nhm

Khch hng km t tin

Khch hng rt gn b

vi nhmSn phm khng thit yu

/ xa x

Tnh hung tiu dng nhm tham khoc nh hng mnh

Cc yu t tnh hung

Bi cnh, mi trng

Thi gian

a im

Cc s kin .

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Cc yu t vn ha

Vn ha phng ng phng Ty

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Qu trnh ra quyt nh mua ca khch hng

Nhn bit nhu cu

Tm kim thng tin

nh gi cc phng n

Quyt nh mua

nh gi sau khi muanh gi sau khi mua

ng c

Nhn thc

Thi

Quyt nh

Hc hi (kinh nghim)Hc hi (kinh nghim)

Din bin tm lDin bin hnh vi

Khong cch

Hin tiMong i

Bt u qu trnh

Marketing ngvai tr khi gi

thc y

Nhn bit nhu cu

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Ph thuc vo mc ri rocm nhn Ri ro lin quan n tnh nng sn phm Ri ro lin quan n ti chnh Ri ro lin quan n sc khe Ri ro lin quan n hnh nh bn ngoi Ri ro lin quan n tm l

Tm kim thng tin

So snh cc ngun thng tin

NguNgunnNN llcc

ii hhii tin ctin cyy

#1 Bn trong (kinh nghim Thp Caohoc dng th)

#2 C nhn (bn b Thp Caongi thn)

#3 i chng (media) Cao Cao

#4 Thng mi Thp Thp

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nh gi cc phng n

Cc nhn hiu hin cNhn hiu A

Nhn hiu la chn

Nhn hiu B Nhn hiu C Nhn hiu D Nhn hiu E

Nhn hiu F Nhn hiu G Nhn hiu H Nhn hiu I Nhn hiu J

Nhn hiu B

Nhn hiu F Nhn hiu I

V d v nh gi gia cc phng n

45323Mc quantrng

53123GM

55151Ford

55542Toyota

52125Nissan

14544Honda

Sc mnhKiu dngTin nghiDch v humi

GiNhn hiu

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Honda (3*4) + (2*4) + (3*5) + (5*4) + (4*1) = 62

Nissan (3*5) + (2*2) + (3*1) + (5*2) + (4*5) = 52

Toyota (3*2) + (2*4) + (3*5) + (5*5) + (4*5) = 74

Ford (3*1) + (2*5) + (3*1) + (5*5) + (4*5) = 61

GM (3*3) + (2*2) + (3*1) + (5*3) + (4*5) = 51

nh gi cc phng n

Ai mua ?Ci g ?

Khi no ?

u ?

V ti sao ?

Quyt nh mua

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Cc yu t can thip vo gia nh muav quyt nh mua

Cc yu t mitrng ngoi d

bo

Thng tinmi

Tnh d bthay i

S kinngoi d

kin

Thi gian Kh nng tkim sot

Phn ng sau khi mua v tiu dng

LLii chchccm nhm nhnn

MongMong ii

ThoTho mnmn Khng thoKhng tho mnmn

KhoKhong cng cchch

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Nguyn tc : Khch hng khng hilng bc l s bt bnh ca mnh nhiuhn l cc khch hng hi lng

Phn ng sau khi mua v tiu dng

Cc tnh hung ra quyt nh mua

Mc quan tm thp Mc quan tm cao

Quyt nhmua theothi quen

Quyt nhmua theothi quen

Quyt nhmua n

gin

Quyt nhmua n

gin

Quyt nhmua c

cn nhck lng

Quyt nhmua c

cn nhck lng

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Tc ng n hnh vi ngi tiu dng.

Thng tin vnhn thc, thi, hnh vi cangi tiu dng

Cc kch thchmarketing tcng vo mi

trng

nh hng nnhn thc, thi ca ngi

tiu dng

nh hng nhnh vi ca

ngi tiu dng

Nghin cu hnh vi ngi tiu dngD liu v bn hng, th phn

18 i b3 hanh vi

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