{"id":36296,"date":"2023-12-08T12:00:06","date_gmt":"2023-12-08T12:00:06","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nghien-cuu-hanh-vi-khach-hang-consumer-behaviour-research-la-gi.html"},"modified":"2023-12-24T21:43:48","modified_gmt":"2023-12-24T14:43:48","slug":"nghien-cuu-hanh-vi-khach-hang-consumer-behaviour-research-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nghien-cuu-hanh-vi-khach-hang-consumer-behaviour-research-la-gi.html","title":{"rendered":"Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng (Consumer behaviour research) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: twitter)<\/p>\n<\/div>\n<\/div>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/font><\/h2>\n

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

Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0:\u00a0Consumer behaviour research.<\/b><\/p>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/b> l\u00e0 nghi\u00ean c\u1ee9u nh\u1eefng ph\u1ea3n \u1ee9ng c\u1ee7a c\u00e1c c\u00e1 nh\u00e2n khi nghe, nh\u00ecn, ti\u1ebfp x\u00fac, s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 v\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi c\u00e1c ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00f3.\u00a0<\/p>\n

Nh\u1eefng ph\u1ea3n \u1ee9ng n\u00e0y ph\u1ea3i \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u trong b\u1ed1i c\u1ea3nh c\u00f3 s\u1ef1 t\u00e1c \u0111\u1ed9ng c\u1ee7a t\u00e2m l\u00ed b\u00ean trong c\u00f9ng v\u1edbi \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u0111\u1eb7c \u0111i\u1ec3m c\u00e1 nh\u00e2n v\u00e0 m\u00f4i tr\u01b0\u1eddng x\u00e3 h\u1ed9i b\u00ean ngo\u00e0i.\u00a0<\/p>\n

– Nh\u1eefng ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng: bao g\u1ed3m nh\u1eefng ph\u1ea3n \u1ee9ng thu\u1ed9c v\u1ec1 c\u1ea3m gi\u00e1c, tri gi\u00e1c v\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng th\u1ec3 hi\u1ec7n qua h\u00e0nh \u0111\u1ed9ng.\u00a0<\/p>\n

+ Nh\u1eefng ph\u1ea3n \u1ee9ng thu\u1ed9c v\u1ec1 c\u1ea3m gi\u00e1c b\u1ed9c l\u1ed9 ra ngo\u00e0i l\u00e0 nh\u1eefng c\u1ea3m x\u00fac, c\u1ea3m ngh\u0129, t\u00ecnh c\u1ea3m m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c khi nh\u00ecn, nghe, ngh\u0129 v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c khi ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb c\u1ee7a c\u00e1c nh\u00e0 kinh doanh s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5.\u00a0<\/p>\n

+ Nh\u1eefng ph\u1ea3n \u1ee9ng thu\u1ed9c v\u1ec1 tri gi\u00e1c th\u1ec3 hi\u1ec7n qua suy ngh\u0129 l\u00ed tr\u00ed, hi\u1ec3u bi\u1ebft, \u0111\u00e1nh gi\u00e1 v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 \u0111\u01b0\u1ee3c b\u1ed9c l\u1ed9 ra ngo\u00e0i b\u1eb1ng nh\u1eefng ni\u1ec1m tin, nh\u1eefng quan \u0111i\u1ec3m, th\u00e1i \u0111\u1ed9, nh\u1eefng \u00fd \u0111\u1ecbnh, quy\u1ebft \u0111\u1ecbnh li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5.\u00a0<\/p>\n

V\u00ed d\u1ee5, kh\u00e1ch h\u00e0ng xem qu\u1ea3ng c\u00e1o, ng\u1eafm nh\u00ecn s\u1ea3n ph\u1ea9m, v\u00e0o m\u1ed9t c\u1eeda h\u00e0ng r\u1ed3i suy x\u00e9t, \u0111\u00e1nh gi\u00e1.\u00a0<\/p>\n

+ Nh\u1eefng ph\u1ea3n \u1ee9ng th\u1ec3 hi\u1ec7n qua h\u00e0nh \u0111\u1ed9ng bao g\u1ed3m c\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm v\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng li\u00ean quan \u0111\u1ebfn\u00a0vi\u1ec7c ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m, ch\u1eb3ng h\u1ea1n nh\u01b0 mua, s\u1eed d\u1ee5ng, thay th\u1ebf.\u00a0<\/p>\n

– Nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng: t\u1ea5t c\u1ea3 nh\u1eefng ph\u1ea3n \u1ee9ng thu\u1ed9c v\u1ec1 c\u1ea3m gi\u00e1c, l\u00ed tr\u00ed, nh\u1eefng ph\u1ea3n \u1ee9ng th\u1ec3 hi\u1ec7n qua h\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec1u ch\u1ecbu \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 t\u00e2m l\u00ed b\u00ean trong c\u1ee7a c\u00e1 nh\u00e2n \u0111\u00f3.\u00a0<\/p>\n

+ Nh\u1eefng y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n bao g\u1ed3m nh\u01b0 tu\u1ed5i t\u00e1c, ngh\u1ec1 nghi\u1ec7p, t\u00ecnh tr\u1ea1ng kinh t\u1ebf, phong c\u00e1ch s\u1ed1ng, c\u00e1 t\u00ednh l\u00e0 nguy\u00ean c\u1ee7a c\u00e1c \u0111\u1ed9ng c\u01a1, nhu c\u1ea7u ti\u00eau d\u00f9ng.\u00a0<\/p>\n

+ Nh\u1eefng y\u1ebfu t\u1ed1 t\u00e2m l\u00ed b\u00ean trong con ng\u01b0\u1eddi g\u1ed3m nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 \u0111\u1ed9ng c\u01a1, nhu c\u1ea7u, nh\u1eadn th\u1ee9c, kh\u1ea3 n\u0103ng hi\u1ec3u bi\u1ebft, ni\u1ec1m tin, th\u00e1i \u0111\u1ed9 c\u00f3 \u1ea3nh h\u01b0\u1edfng quan tr\u1ecdng \u0111\u1ebfn c\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a 1 ng\u01b0\u1eddi.\u00a0<\/p>\n

+ Nh\u1eefng y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i nh\u01b0 m\u00f4i tr\u01b0\u1eddng v\u0103n h\u00f3a, nh\u00e1nh v\u0103n h\u00f3a, t\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i, nh\u00f3m \u1ea3nh h\u01b0\u1edfng, gia \u0111\u00ecnh. C\u00e1c y\u1ebfu t\u1ed1 n\u00e0y t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn kh\u00e1ch h\u00e0ng khi\u1ebfn h\u1ecd c\u00f3 nh\u1eefng ph\u1ea3n \u1ee9ng kh\u00f4ng gi\u1ed1ng nhau.\u00a0<\/p>\n

C\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi n\u00e0y kh\u00f4ng th\u1ec3 gi\u1ed1ng v\u1edbi c\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi kh\u00e1c do \u1ea3nh h\u01b0\u1edfng c\u1ee7a m\u00f4i tr\u01b0\u1eddng v\u0103n h\u00f3a, x\u00e3 h\u1ed9i, \u0111\u1eb7c \u0111i\u1ec3m b\u1ea3n th\u00e2n v\u00e0 s\u1ef1 th\u00fac \u0111\u1ea9y c\u1ee7a t\u00e2m l\u00ed c\u00e1 nh\u00e2n\u2026\u00a0<\/p>\n

V\u00ed d\u1ee5: C\u00e1 nh\u00e2n khi mua s\u1ea3n ph\u1ea9m qu\u1ea7n \u00e1o th\u00ec c\u00f3 nh\u1eefng l\u1ef1a ch\u1ecdn r\u1ea5t kh\u00e1c nhau v\u1ec1 ki\u1ec3u d\u00e1ng, m\u00e0u s\u1eafc, nh\u00e3n hi\u1ec7u do h\u1ecd c\u00f3 tu\u1ed5i t\u00e1c, c\u00e1\u00a0t\u00ednh v\u00e0 thu nh\u1eadp kh\u00e1c bi\u1ec7t.\u00a0<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3 h\u1ecd c\u00f2n ch\u1ecbu \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u1eeb b\u1ea1n b\u00e8, gia \u0111\u00ecnh v\u00e0 c\u00e1c quan ni\u1ec7m v\u1ec1 th\u1ea9m m\u0129, v\u0103n h\u00f3a trong \u0103n m\u1eb7c d\u1eabn \u0111\u1ebfn nh\u1eefng quy\u1ebft \u0111\u1ecbnh mua s\u1eafm kh\u00e1c bi\u1ec7t\u00a0<\/p>\n

– Nh\u1eefng ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb c\u1ee7a doanh nghi\u1ec7p:\u00a0<\/p>\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 kh\u00e1ch h\u00e0ng ch\u1ecdn nh\u00e3n hi\u1ec7u c\u1ee7a c\u00f4ng ty m\u00ecnh thay v\u00ec ch\u1ecdn nh\u00e3n hi\u1ec7u c\u1ee7a c\u00f4ng ty kh\u00e1c? Nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n thi\u1ebft l\u1eadp v\u00e0 \u1ee9ng d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng? \u0110\u00e2y l\u00e0 nh\u1eefng c\u00e2u h\u1ecfi s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3i \u0111\u00e1p c\u1ee5 th\u1ec3 trong nh\u1eefng b\u00e0i ti\u1ebfp theo c\u1ee7a t\u00e0i li\u1ec7u n\u00e0y.<\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u<\/font><\/h3>\n

Thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p sau:\u00a0<\/p>\n

– \u0110i\u1ec1u tra ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp kh\u00e1ch h\u00e0ng hay qua nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb, c\u00e1c \u0111\u1ea1i l\u00ed\u2026<\/p>\n

– Quan s\u00e1t nh\u1eefng h\u00e0nh vi, nh\u1eefng hi\u1ec7n t\u01b0\u1ee3ng xung quanh kh\u00e1ch h\u00e0ng<\/p>\n

– S\u1eed d\u1ee5ng c\u00e1c th\u00f4ng tin th\u1ee9 c\u1ea5p c\u1ee7a c\u00e1c cu\u1ed9c nghi\u00ean c\u1ee9u kh\u00e1c. C\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 tr\u1ef1c ti\u1ebfp t\u1ed5 ch\u1ee9c th\u1ef1c hi\u1ec7n vi\u1ec7c \u0111i\u1ec1u tra, nghi\u00ean c\u1ee9u ho\u1eb7c thu\u00ea c\u00e1c c\u00f4ng ty chuy\u00ean nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0m.<\/p>\n

Ph\u1ea1m vi nghi\u00ean c\u1ee9u<\/font><\/h3>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh trong m\u1ecdi giai \u0111o\u1ea1n c\u1ee7a qu\u00e1 tr\u00ecnh ti\u00eau d\u00f9ng:\u00a0<\/p>\n

T\u1eeb tr\u01b0\u1edbc khi vi\u1ec7c mua s\u1eafm x\u1ea3y ra (khi kh\u00e1ch h\u00e0ng ch\u1ee3t nh\u1eadn th\u1ea5y nhu c\u1ea7u) t\u1edbi giai \u0111o\u1ea1n t\u00ecm ki\u1ebfm th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 l\u1ef1a ch\u1ecdn nh\u1eefng gi\u1ea3i ph\u00e1p (s\u1ea3n ph\u1ea9m, nh\u00e3n hi\u1ec7u).<\/p>\n

Giai \u0111o\u1ea1n \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm th\u1ef1c s\u1ef1 (bao g\u1ed3m qu\u00e1 tr\u00ecnh ch\u1ecdn s\u1ea3n ph\u1ea9m, ch\u1ecdn nh\u00e3n hi\u1ec7u, ch\u1ecdn c\u1eeda h\u00e0ng, ch\u1ecdn c\u00e1ch thanh to\u00e1n ti\u1ec1n) v\u00e0 c\u1ea3 sau khi vi\u1ec7c mua s\u1eafm x\u1ea3y ra (th\u00e1i \u0111\u1ed9 l\u01b0\u1ee1ng l\u1ef1, h\u00e0i l\u00f2ng, kh\u00f4ng h\u00e0i l\u00f2ng, mua s\u1eafm l\u1eb7p l\u1ea1i ho\u1eb7c t\u00ecm ki\u1ebfm th\u00eam th\u00f4ng tin).<\/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 Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Consumer behaviour research) l\u00e0 c\u00f4ng vi\u1ec7c gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Marketing ph\u00f9 h\u1ee3p, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y kh\u00e1ch h\u00e0ng mua s\u1eafm s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.\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\/36296"}],"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=36296"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36296\/revisions"}],"predecessor-version":[{"id":68815,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36296\/revisions\/68815"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}