{"id":36269,"date":"2023-12-08T11:57:50","date_gmt":"2023-12-08T11:57:50","guid":{"rendered":"https:\/\/masterskills.org\/blog\/moi-truong-xa-hoi-xung-quanh-surrounding-social-environment-trong-hanh-vi-khach-hang-la-gi.html"},"modified":"2023-12-24T21:43:46","modified_gmt":"2023-12-24T14:43:46","slug":"moi-truong-xa-hoi-xung-quanh-surrounding-social-environment-trong-hanh-vi-khach-hang-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/moi-truong-xa-hoi-xung-quanh-surrounding-social-environment-trong-hanh-vi-khach-hang-la-gi.html","title":{"rendered":"M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh (Surrounding social environment) trong h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: tuftsresearch.wordpress)<\/p>\n<\/div>\n<\/div>\n

M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh<\/b> trong ti\u1ebfng Anh t\u1ea1m d\u1ecbch l\u00e0: Surrounding social environment.<\/b><\/p>\n

Kh\u00e1i ni\u1ec7m m\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh li\u00ean quan \u0111\u1ebfn s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a nh\u1eefng ng\u01b0\u1eddi kh\u00e1c \u2013 nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng t\u1edbi h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n. C\u00e1c h\u00e0nh \u0111\u1ed9ng c\u1ee7a ch\u00fang ta th\u01b0\u1eddng xuy\u00ean b\u1ecb t\u00e1c \u0111\u1ed9ng, n\u1ebfu kh\u00f4ng mu\u1ed1n n\u00f3i l\u00e0 ho\u00e0n to\u00e0n, b\u1edfi nh\u1eefng ng\u01b0\u1eddi xung quanh ch\u00fang ta.\u00a0<\/p>\n

C\u00e1c c\u00e1 nh\u00e2n khi mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng th\u01b0\u1eddng c\u00f3 khuynh h\u01b0\u1edbng l\u00e0m gi\u1ed1ng nh\u1eefng ng\u01b0\u1eddi xung quanh thu\u1ed9c nh\u00f3m m\u00e0 h\u1ecd \u01b0a th\u00edch. Do v\u1eady, h\u00e0nh vi kh\u00e1ch h\u00e0ng ch\u1ecbu \u1ea3nh h\u01b0\u1edfng kh\u00e1 nhi\u1ec1u t\u1eeb m\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh.<\/p>\n

Vi\u1ec7c mua s\u1eafm c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng s\u1ef1 quen bi\u1ebft m\u1edbi, g\u1eb7p g\u1ee1 nh\u1eefng ng\u01b0\u1eddi b\u1ea1n hi\u1ec7n c\u00f3 ho\u1eb7c ch\u1ec9 l\u00e0 g\u1ea7n nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. N\u00f3 cho ph\u00e9p m\u1ecdi ng\u01b0\u1eddi giao ti\u1ebfp v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3 nh\u1eefng quan t\u00e2m gi\u1ed1ng nhau.\u00a0<\/p>\n

V\u00ed d\u1ee5: Nh\u1eefng ng\u01b0\u1eddi ch\u01a1i gold say m\u00ea ra n\u01b0\u1edbc ngo\u00e0i, \u0111\u1ebfn c\u00e1c c\u1eeda h\u00e0ng b\u00e1n \u0111\u1ed3 th\u1ec3 thao \u0111\u1ec3 c\u00f3 th\u1ec3 t\u00ecm g\u1eb7p nh\u1eefng ng\u01b0\u1eddi c\u00f9ng s\u1edf th\u00edch v\u00e0 trao \u0111\u1ed5i th\u00f4ng tin v\u1edbi ng\u01b0\u1eddi b\u00e1n h\u00e0ng am hi\u1ec3u v\u1ec1 m\u00f4n th\u1ec3 thao n\u00e0y.<\/p>\n

M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh l\u00e0 m\u1ed9t trong nh\u1eefng lo\u1ea1i t\u00e1c \u0111\u1ed9ng t\u00ecnh hu\u1ed1ng trong h\u00e0nh vi c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n trong vi\u1ec7c th\u1ef1c hi\u1ec7n quy\u1ebft \u0111\u1ecbnh mua s\u1eafm s\u1ea3n ph\u1ea9m.<\/p>\n

T\u00e1c \u0111\u1ed9ng t\u00ecnh hu\u1ed1ng<\/b>\u00a0l\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng nh\u00e2n t\u1ed1 li\u00ean quan \u0111\u1ebfn m\u1ed9t th\u1eddi \u0111i\u1ec3m, ho\u00e0n c\u1ea3nh, \u0111\u1ecba \u0111i\u1ec3m\u2026 c\u00f3 \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ebfn h\u00e0nh vi c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n trong vi\u1ec7c th\u1ef1c hi\u1ec7n quy\u1ebft \u0111\u1ecbnh mua s\u1eafm s\u1ea3n ph\u1ea9m.<\/p>\n

– C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n ph\u1ea3i hi\u1ec3u nh\u1eefng t\u00ecnh hu\u1ed1ng n\u00e0o \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c mua s\u1eafm c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd \u0111\u1ec3 c\u00f3 th\u1ec3 ph\u1ee5c v\u1ee5 t\u1ed1t nh\u1ea5t c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau khi nh\u1eefng t\u00ecnh hu\u1ed1ng n\u00e0y xu\u1ea5t hi\u1ec7n.<\/p>\n

– C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb mu\u1ed1n d\u1ef1 \u0111o\u00e1n m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c nh\u1eefng t\u00ecnh hu\u1ed1ng kh\u00e1c nhau v\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c marketing-mix s\u1ebd t\u00e1c \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n

X\u1ebfp lo\u1ea1i t\u00ecnh hu\u1ed1ng theo h\u01b0\u1edbng t\u00e1c \u0111\u1ed9ng<\/font><\/h3>\n

–\u00a0M\u00f4i tr\u01b0\u1eddng v\u1eadt ch\u1ea5t xung quanh<\/p>\n

M\u00f4i tr\u01b0\u1eddng v\u1eadt ch\u1ea5t bao g\u1ed3m t\u1eeb v\u1ecb tr\u00ed c\u1eeda h\u00e0ng, trang tr\u00ed n\u1ed9i th\u1ea5t, nhi\u1ec7t \u0111\u1ed9, \u00e2m nh\u1ea1c, m\u00f9i v\u1ecb, nh\u00e2n vi\u00ean c\u1eeda h\u00e0ng t\u1edbi c\u00e1ch tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a, v\u1eadt ph\u1ea9m qu\u1ea3ng c\u00e1o\u2026<\/p>\n

–\u00a0M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh<\/b><\/p>\n

–\u00a0B\u1ed1i c\u1ea3nh th\u1eddi gian<\/b><\/p>\n

B\u1ed1i c\u1ea3nh th\u1eddi gian ch\u00ednh l\u00e0 t\u00e1c \u0111\u1ed9ng c\u1ee7a th\u1eddi gian \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng, c\u1ee5 th\u1ec3 nh\u01b0 sau:\u00a0<\/p>\n

+ Th\u1eddi gian d\u00e0nh cho vi\u1ec7c mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng nhi\u1ec1u hay \u00edt, n\u1ebfu kh\u00e1ch h\u00e0ng c\u00f3 \u00edt th\u1eddi gian d\u00e0nh cho vi\u1ec7c mua s\u1eafm th\u00ec th\u01b0\u1eddng c\u00f3 khuynh h\u01b0\u1edbng \u00edt t\u00ecm ki\u1ebfm th\u00f4ng tin h\u01a1n v\u00e0 mua s\u1eafm nh\u1eefng nh\u00e3n hi\u1ec7u quen thu\u1ed9c<\/p>\n

+ C\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c kinh doanh theo m\u00f9a, ch\u1eb3ng h\u1ea1n v\u00e0o nh\u1eefng ng\u00e0y l\u1ec5 th\u00ec nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng t\u0103ng l\u00ean \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 kh\u00e1 r\u00f5<\/p>\n

+ Nhu c\u1ea7u c\u1ea5p b\u00e1ch c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 n\u00e0o \u0111\u00f3.<\/p>\n

–\u00a0X\u00e1c \u0111\u1ecbnh nhi\u1ec7m v\u1ee5 mua s\u1eafm<\/b><\/p>\n

Mua \u0111\u1ec3 s\u1eed d\u1ee5ng hay cho \u2013 t\u1eb7ng cho ai? \u0110\u00e2y l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u00f3 t\u00ednh quy\u1ebft \u0111\u1ecbnh.\u00a0<\/p>\n

V\u00ed d\u1ee5: Qu\u00e0 sinh nh\u1eadt cho ng\u01b0\u1eddi y\u00eau c\u00f3 khuynh h\u01b0\u1edbng l\u00e3ng m\u1ea1n, c\u00f2n qu\u00e0 c\u01b0\u1edbi c\u00f3 khuynh h\u01b0\u1edbng h\u1eefu d\u1ee5ng.<\/p>\n

–\u00a0Tr\u1ea1ng th\u00e1i tr\u01b0\u1edbc khi mua s\u1eafm<\/b><\/p>\n

Tr\u1ea1ng th\u00e1i tr\u01b0\u1edbc khi mua s\u1eafm l\u00e0 nh\u1eefng n\u00e9t \u0111\u1eb7c tr\u01b0ng c\u1ee7a c\u00e1 nh\u00e2n, \u0111\u00f3 l\u00e0 nh\u1eefng \u0111\u1eb7c t\u00ednh kh\u00f4ng b\u1ec1n v\u1eefng. \u0110\u00f3 l\u00e0 nh\u1eefng t\u00e2m tr\u1ea1ng hay ho\u00e0n c\u1ea3nh nh\u1ea5t th\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: H\u00e0nh vi kh\u00e1ch h\u00e0ng, ThS. T\u1ea1 Th\u1ecb H\u1ed3ng H\u1ea1nh, 2009, NXB Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc M\u1edf th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n M\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i xung quanh (ti\u1ebfng Anh: Surrounding social environment) l\u00e0 m\u1ed9t trong nh\u1eefng lo\u1ea1i t\u00ecnh hu\u1ed1ng c\u00f3 \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ebfn h\u00e0nh vi c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n trong vi\u1ec7c th\u1ef1c hi\u1ec7n quy\u1ebft \u0111\u1ecbnh mua s\u1eafm s\u1ea3n ph\u1ea9m.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36269"}],"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=36269"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36269\/revisions"}],"predecessor-version":[{"id":68800,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36269\/revisions\/68800"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}