{"id":27940,"date":"2023-12-07T04:50:03","date_gmt":"2023-12-07T04:50:03","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hanh-vi-nguoi-tieu-dung-consumer-behavior-la-gi.html"},"modified":"2023-12-22T16:58:04","modified_gmt":"2023-12-22T09:58:04","slug":"hanh-vi-nguoi-tieu-dung-consumer-behavior-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hanh-vi-nguoi-tieu-dung-consumer-behavior-la-gi.html","title":{"rendered":"H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Consumer behavior) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/p>\n<\/figcaption><\/figure>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Consumer behavior)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/b><\/p>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b> trong ti\u1ebfng Anh l\u00e0 Consumer behavior<\/b>.<\/p>\n

Theo ngh\u0129a r\u1ed9ng<\/i>, <\/i>h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b> <\/i>l\u00e0 l\u0129nh v\u1ef1c nghi\u00ean c\u1ee9u c\u00e1c quy\u1ebft \u0111\u1ecbnh c\u1ee7a c\u00e1 nh\u00e2n, nh\u00f3m v\u00e0 t\u1ed5 ch\u1ee9c li\u00ean quan \u0111\u1ebfn vi\u1ec7c l\u1ef1a ch\u1ecdn, mua s\u1eafm, s\u1eed d\u1ee5ng v\u00e0 th\u1ea3i h\u1ed3i h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5, \u00fd t\u01b0\u1edfng ho\u1eb7c kinh nghi\u1ec7m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd.<\/p>\n

Theo ngh\u0129a h\u1eb9p<\/i>, h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b> l\u00e0 nh\u1eefng suy ngh\u0129, c\u1ea3m nh\u1eadn v\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n trong qu\u00e1 tr\u00ecnh ti\u00eau d\u00f9ng. Nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0: \u00fd ki\u1ebfn t\u1eeb nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c, qu\u1ea3ng c\u00e1o, th\u00f4ng tin v\u1ec1 gi\u00e1 c\u1ea3, bao b\u00ec, b\u1ec1 ngo\u00e0i s\u1ea3n ph\u1ea9m\u2026\u0111\u1ec1u c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn c\u1ea3m nh\u1eadn, suy ngh\u0129 v\u00e0 h\u00e0nh vi mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Theo Kotler & Levy<\/i>, h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng <\/b>l\u00e0 nh\u1eefng h\u00e0nh vi c\u1ee5 th\u1ec3 c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n khi th\u1ef1c hi\u1ec7n c\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, s\u1eed d\u1ee5ng v\u00e0 v\u1ee9t b\u1ecf s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5.<\/p>\n

X\u00e1c \u0111\u1ecbnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/p>\n

– Nh\u1eefng suy ngh\u0129 v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a con ng\u01b0\u1eddi trong qu\u00e1 tr\u00ecnh mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng<\/p>\n

– H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 n\u0103ng \u0111\u1ed9ng v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u00ec n\u00f3 ch\u1ecbu t\u00e1c \u0111\u1ed9ng b\u1edfi nh\u1eefng y\u1ebfu t\u1ed1 t\u1eeb m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i v\u00e0 c\u00f3 s\u1ef1 t\u00e1c \u0111\u1ed9ng tr\u1edf l\u1ea1i \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng \u1ea5y<\/p>\n

– H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng: mua s\u1eafm, s\u1eed d\u1ee5ng v\u00e0 x\u1eed l\u00ed s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5<\/p>\n

Y\u1ebfu t\u1ed1 n\u00e0o \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng?<\/font><\/h3>\n

Y\u1ebfu t\u1ed1 v\u0103n h\u00f3a<\/b><\/p>\n

N\u1ec1n v\u0103n h\u00f3a l\u00e0 y\u1ebfu t\u1ed1 c\u1ea7n xem x\u00e9t \u0111\u1ea7u ti\u00ean khi doanh nghi\u1ec7p mu\u1ed1n th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng ch\u01b0a \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh t\u1eeb tr\u01b0\u1edbc \u0111\u00f3. V\u00ec \u0111\u00e2y l\u00e0 n\u00e9t \u0111\u1eb7c tr\u01b0ng c\u1ee7a qu\u1ed1c gia v\u00e0 c\u0169ng l\u00e0 y\u1ebfu t\u1ed1 kh\u00e1 quan tr\u1ecdng mang t\u00ednh quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Doanh nghi\u1ec7p h\u00e3y l\u01b0u \u00fd v\u00e0 th\u1eadt c\u1ea9n tr\u1ecdng \u0111\u1ec3 ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng \u0111\u00f3, b\u1edfi m\u1ed7i n\u01a1i \u0111\u1ec1u c\u00f3 nh\u1eefng n\u1ec1n v\u0103n h\u00f3a kh\u00e1c nhau.<\/p>\n

Y\u1ebfu t\u1ed1 x\u00e3 h\u1ed9i<\/b><\/p>\n

– C\u1ed9ng \u0111\u1ed3ng: L\u00e0 truy\u1ec1n th\u00f4ng b\u1eb1ng l\u1eddi n\u00f3i, c\u00f3 th\u1ec3 n\u00f3i \u0111\u00e2y l\u00e0 h\u00ecnh th\u1ee9c c\u00f3 \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

– M\u1ea1ng x\u00e3 h\u1ed9i: L\u00e0 n\u01a1i t\u1eadp h\u1ee3p c\u00e1c c\u1ed9ng \u0111\u1ed3ng qua Internet. \u0110\u00e2y l\u00e0 n\u01a1i doanh nghi\u1ec7p \u0111ang t\u1eadp trung ch\u00fa \u00fd hi\u1ec7n nay. B\u1edfi trong m\u1ea1ng x\u00e3 h\u1ed9i m\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 t\u1ef1 do ng\u00f4n lu\u1eadn, trao \u0111\u1ed5i \u00fd ki\u1ebfn. Doanh nghi\u1ec7p h\u00e3y d\u1ef1a v\u00e0o \u0111\u00f3 m\u00e0 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh \u0111\u1ec3 nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn nh\u1ea5t.<\/p>\n

– T\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i: \u1ede m\u1ed9t s\u1ed1 n\u01a1i th\u00ec t\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i quy\u1ebft \u0111\u1ecbnh r\u1ea5t nhi\u1ec1u th\u1ee9 b\u1edfi n\u00f3 k\u1ebft h\u1ee3p nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau d\u1eabn \u0111\u1ebfn h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng kh\u00e1c nhau.<\/p>\n

– Gia \u0111\u00ecnh: M\u1ed7i th\u00e0nh vi\u00ean trong gia \u0111\u00ecnh \u0111\u1ec1u c\u00f3 nh\u1eefng \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ebfn h\u00e0nh vi mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

– \u0110\u1ecba v\u1ecb: M\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u ch\u1ecdn s\u1ea3n ph\u1ea9m th\u1ec3 hi\u1ec7n \u0111\u1ecba v\u1ecb c\u1ee7a m\u00ecnh trong c\u00e1c vai tr\u00f2 kh\u00e1c nhau. <\/p>\n

Y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n<\/b><\/p>\n

– Tu\u1ed5i t\u00e1c: M\u1ed7i \u0111\u1ed9 tu\u1ed5i \u0111\u1ec1u c\u00f3 nh\u1eefng th\u00f3i quen v\u00e0 nhu c\u1ea7u mua h\u00e0ng kh\u00e1c nhau.<\/p>\n

– Ngh\u1ec1 nghi\u1ec7p: M\u1ed7i ngh\u1ec1 nghi\u1ec7p c\u0169ng c\u00f3 nh\u1eefng nhu c\u1ea7u mua s\u1eafm kh\u00e1c nhau \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi ngh\u1ec1.<\/p>\n

– Phong c\u00e1ch s\u1ed1ng: D\u00f9 cho m\u1ecdi ng\u01b0\u1eddi \u1edf chung t\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i, chung \u0111\u1ed9 tu\u1ed5i hay chung n\u1ec1n v\u0103n h\u00f3a th\u00ec c\u0169ng s\u1ebd c\u00f3 nh\u1eefng ng\u01b0\u1eddi c\u00f3 nh\u1eefng phong c\u00e1ch s\u1ed1ng kh\u00e1c nhau d\u1eabn \u0111\u1ebfn nhu c\u1ea7u mua s\u1eafm c\u1ee7a h\u1ecd c\u0169ng kh\u00e1c nhau.<\/p>\n

– T\u00ednh c\u00e1ch v\u00e0 ngo\u1ea1i h\u00ecnh: M\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u c\u00f3 t\u00ednh c\u00e1ch s\u1edf h\u1eefu kh\u00e1c nhau, v\u00e0 ngo\u1ea1i h\u00ecnh c\u0169ng l\u00e0 y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. <\/p>\n

Y\u1ebfu t\u1ed1 t\u00e2m l\u00ed<\/b><\/p>\n

– \u0110\u1ed9ng c\u01a1: L\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 t\u00ecm ki\u1ebfm s\u1ef1 th\u1ecfa m\u00e3n trong cu\u1ed9c s\u1ed1ng. Quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a con ng\u01b0\u1eddi th\u01b0\u1eddng b\u1ecb t\u00e1c \u0111\u1ed9ng b\u1edfi nh\u1eefng \u0111\u1ed9ng c\u01a1 m\u00e0 ch\u00ednh ng\u01b0\u1eddi mua c\u0169ng kh\u00f4ng th\u1ec3 n\u00e0o hi\u1ec3u \u0111\u01b0\u1ee3c, ch\u1ec9 l\u00e0 nh\u1eadn th\u1ee9c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a cu\u1ed9c s\u1ed1ng.<\/p>\n

– Nh\u1eadn th\u1ee9c: \u0110\u00e2y l\u00e0 qu\u00e1 tr\u00ecnh ch\u1ecdn l\u1ecdc c\u00e1c th\u00f4ng tin c\u1ee7a m\u1ed7i ng\u01b0\u1eddi. Nh\u1eadn th\u1ee9c th\u00f4ng th\u01b0\u1eddng g\u1ed3m ba qu\u00e1 tr\u00ecnh kh\u00e1c nhau l\u00e0:<\/p>\n

\u2022 Ch\u00fa \u00fd c\u00f3 ch\u1ecdn l\u1ecdc: M\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng ch\u1ec9 ch\u00fa \u00fd \u0111\u1ebfn nh\u1eefng th\u1ee9 h\u1ecd \u0111ang c\u1ea7n.<\/p>\n

\u2022 Gi\u1ea3i m\u00e3 c\u00f3 ch\u1ecdn l\u1ecdc: M\u1ecdi ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng gi\u1ea3i ngh\u0129a nh\u1eefng th\u00f4ng tin m\u00e0 h\u1ed7 tr\u1ee3 cho nh\u1eefng g\u00ec h\u1ecd tin tr\u01b0\u1edbc \u0111\u00f3 nh\u01b0ng th\u01b0\u1eddng qu\u00ean \u0111i nh\u1eefng g\u00ec h\u1ecd \u0111\u00e3 h\u1ecdc.<\/p>\n

\u2022 Ghi nh\u1edb c\u00f3 ch\u1ecdn l\u1ecdc: M\u1ecdi ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng nh\u1edb nh\u1eefng th\u1ee9 t\u1ed1t v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd d\u00f9ng c\u00f2n nh\u1eefng \u0111i\u1ec1u t\u1ed1t c\u1ee7a nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c h\u1ecd s\u1ebd kh\u00f4ng \u0111\u1ec3 t\u00e2m.<\/p>\n

– L\u0129nh h\u1ed9i: Nh\u1eefng thay \u0111\u1ed5i m\u00e0 m\u1ed9t c\u00e1 nh\u00e2n \u0111\u00fac k\u1ebft t\u1eeb kinh nghi\u1ec7m trong cu\u1ed9c s\u1ed1ng.<\/p>\n

– Ni\u1ec1m tin v\u00e0 th\u00e1i \u0111\u1ed9: Ni\u1ec1m tin l\u00e0 c\u00e1ch ngh\u0129 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi v\u1ec1 m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3, th\u00f4ng th\u01b0\u1eddng ni\u1ec1m tin \u0111\u01b0\u1ee3c d\u1ef1a tr\u00ean ki\u1ebfn th\u1ee9c, s\u1ef1 tin t\u01b0\u1edfng nh\u01b0ng kh\u00f4ng k\u00e8m theo c\u1ea3m x\u00fac trong \u0111\u00f3. Th\u00e1i \u0111\u1ed9 cho ta th\u1ea5y s\u1ef1 \u0111\u00e1nh gi\u00e1 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Brands Vietnam; Feedough)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng (ti\u1ebfng Anh: Consumer behavior) l\u00e0 nh\u1eefng suy ngh\u0129, c\u1ea3m nh\u1eadn v\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n trong qu\u00e1 tr\u00ecnh ti\u00eau d\u00f9ng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27940"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27940"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27940\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}