{"id":36367,"date":"2023-12-08T12:08:06","date_gmt":"2023-12-08T12:08:06","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nhan-thuc-perception-trong-hanh-vi-nguoi-tieu-dung-la-gi.html"},"modified":"2023-12-24T21:44:13","modified_gmt":"2023-12-24T14:44:13","slug":"nhan-thuc-perception-trong-hanh-vi-nguoi-tieu-dung-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nhan-thuc-perception-trong-hanh-vi-nguoi-tieu-dung-la-gi.html","title":{"rendered":"Nh\u1eadn th\u1ee9c (Perception) trong h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh m\u00ecnh h\u1ecda (Ngu\u1ed3n: wixsite)<\/p>\n<\/div>\n<\/div>\n

Nh\u1eadn th\u1ee9c<\/font><\/h2>\n

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

Nh\u1eadn th\u1ee9c<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: perception<\/b>.<\/p>\n

Nh\u1eadn th\u1ee9c l\u00e0 qu\u00e1 tr\u00ecnh con ng\u01b0\u1eddi ch\u1ecdn l\u1ecdc, t\u1ed5 ch\u1ee9c v\u00e0 l\u00ed gi\u1ea3i th\u00f4ng tin \u0111\u1ec3 h\u00ecnh th\u00e0nh m\u1ed9t b\u1ee9c tranh c\u00f3 \u00fd ngh\u0129a v\u1ec1 th\u1ebf gi\u1edbi xung quanh.<\/p>\n

Nh\u1eadn th\u1ee9c kh\u00f4ng ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o \u0111\u1eb7c t\u00ednh c\u1ee7a t\u00e1c nh\u00e2n k\u00edch th\u00edch m\u00e0 c\u00f2n t\u00f9y thu\u1ed9c v\u00e0o m\u1ed1i t\u01b0\u01a1ng quan gi\u1eefa t\u00e1c nh\u00e2n k\u00edch th\u00edch v\u00e0 m\u00f4i tr\u01b0\u1eddng xung quanh v\u00e0 b\u1ea3n th\u00e2n ch\u1ee7 th\u1ec3. Con ng\u01b0\u1eddi c\u00f3 th\u1ec3 nh\u1eadn th\u1ee9c kh\u00e1c nhau v\u1ec1 c\u00f9ng m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng.\u00a0<\/p>\n

S\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y do t\u00e1c \u0111\u1ed9ng c\u1ee7a ba qui lu\u1eadt trong ti\u1ebfn tr\u00ecnh nh\u1eadn th\u1ee9c: s\u1ef1 ch\u00fa \u00fd ch\u1ecdn l\u1ecdc, s\u1ef1 b\u00f3p m\u00e9o v\u00e0 s\u1ef1 kh\u1eafc h\u1ecda.<\/p>\n

S\u1ef1 ch\u00fa \u00fd ch\u1ecdn l\u1ecdc<\/b> l\u00e0 khuynh h\u01b0\u1edbng l\u1ef1a ch\u1ecdn th\u00f4ng tin m\u00e0 con ng\u01b0\u1eddi nh\u1eadn \u0111\u01b0\u1ee3c khi ti\u1ebfp x\u00fac v\u1edbi c\u00e1c t\u00e1c nh\u00e2n k\u00edch th\u00edch. \u0110\u1ec3 t\u00ecm ki\u1ebfm \u0111\u01b0\u1ee3c c\u00e1c k\u00edch th\u00edch hay th\u00f4ng tin c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd cao c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ch\u00fang ta c\u00f3 th\u1ec3 khai th\u00e1c nh\u1eefng k\u1ebft lu\u1eadn khoa h\u1ecdc sau:\u00a0<\/p>\n

Trong \u0111\u1eddi s\u1ed1ng h\u00e0ng ng\u00e0y, con ng\u01b0\u1eddi b\u1ecb \u0111\u1eb7t tr\u01b0\u1edbc m\u1ed9t kh\u1ed1i l\u01b0\u1ee3ng \u0111\u1ed3 s\u1ed9 c\u00e1c t\u00e1c nh\u00e2n k\u00edch th\u00edch. H\u1ecd kh\u00f3 c\u00f3 th\u1ec3 ch\u00fa \u00fd \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 kh\u1ed1i l\u01b0\u1ee3ng k\u00edch th\u00edch \u0111\u00f3. Con ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng ch\u00fa \u00fd \u0111\u1ebfn c\u00e1c k\u00edch th\u00edch g\u1eafn v\u1edbi c\u00e1c nhu c\u1ea7u c\u00f3 ch\u1ee7 \u0111\u1ecbnh.\u00a0<\/p>\n

N\u1ebfu kh\u00e1ch h\u00e0ng c\u00f3 \u00fd \u0111\u1ecbnh mua m\u1ed9t chi\u1ebfc m\u00e1y \u1ea3nh \u0111\u1eaft ti\u1ec1n, anh ta s\u1ebd quan t\u00e2m \u0111\u1ebfn c\u00e1c nh\u00e3n hi\u1ec7u n\u1ed5i ti\u1ebfng nh\u01b0 Nikon, Canon… c\u00f3 th\u1ec3 s\u1ebd b\u1ecf qua c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o v\u1ec1 nh\u1eefng nh\u00e3n h\u1ec7u ch\u01b0a c\u00f3 danh ti\u1ebfng.\u00a0<\/p>\n

H\u1ecd c\u0169ng d\u1ec5 b\u1ecb l\u00f4i k\u00e9o s\u1ef1 ch\u00fa \u00fd khi ti\u1ebfp x\u00fac v\u1edbi nh\u1eefng k\u00edch th\u00edch m\u1edbi l\u1ea1, \u0111\u1ed9c \u0111\u00e1o ho\u1eb7c kh\u00e1c bi\u1ec7t v\u1edbi m\u1ee9c b\u00ecnh th\u01b0\u1eddng.Vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c k\u0129 thu\u1eadt: m\u00e0u s\u1eafc \u0111\u1ed1i l\u1eadp, t\u1ea1o \u1ea3o gi\u00e1c trong trang tr\u00ed, d\u00f9ng \u00e2m thanh h\u01a1n ng\u01b0\u1ee1ng b\u00ecnh th\u01b0\u1eddng… l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh m\u00e0 marketing \u00e1p d\u1ee5ng \u0111\u1ec3 t\u1ea1o s\u1ef1 ch\u00fa \u00fd.<\/p>\n

S\u1ef1 b\u00f3p m\u00e9o<\/b> th\u00f4ng tin hay nh\u1eadn th\u1ee9c thi\u1ec7n v\u1ecb l\u00e0 khuynh h\u01b0\u1edbng s\u1eeda \u0111\u1ed5i, \u0111i\u1ec1u ch\u1ec9nh th\u00f4ng tin \u0111\u01b0\u1ee3c ch\u00fa \u00fd theo nh\u1eadn th\u1ee9c c\u00f3 s\u1eb5n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 sai l\u1ec7ch ho\u1eb7c thi\u00ean v\u1ecb c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 nh\u1eefng g\u00ec doanh nghi\u1ec7p cung \u1ee9ng cho h\u1ecd.\u00a0<\/p>\n

N\u00f3 khuy\u1ebfn c\u00e1o cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing r\u1eb1ng s\u1ef1 kh\u00f4ng h\u00e0i l\u00f2ng v\u1ec1 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing kh\u00f4ng trung th\u1ef1c ho\u1eb7c kh\u00f4ng th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p s\u1ebd ph\u1ea3i tr\u1ea3 gi\u00e1.<\/p>\n

S\u1ef1 l\u01b0u gi\u1eef<\/b> (ghi nh\u1edb) c\u00f3 ch\u1ecdn loc l\u00e0 khuynh h\u01b0\u1edbng gi\u1eef l\u1ea1i nh\u1eefng th\u00f4ng tin c\u1ee7ng c\u1ed1 cho quan \u0111i\u1ec3m c\u1ee7a m\u00ecnh. Con ng\u01b0\u1eddi c\u00f3 th\u1ec3 s\u1ebd qu\u00ean nhi\u1ec1u th\u1ee9 h\u1ecd \u0111\u00e3 bi\u1ebft. V\u00e0 ch\u1eafc ch\u1eafn, s\u1ef1 l\u01b0u gi\u1eef c\u00f3 ch\u1ecdn l\u1ecdc l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u1eb7c t\u00ednh b\u1ea3n n\u0103ng c\u1ee7a con ng\u01b0\u1eddi.\u00a0<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n ph\u1ea3i bi\u1ebft n\u1ebfu s\u1ea3n ph\u1ea9m t\u1ea1o \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng t\u1ed1t cho kh\u00e1ch h\u00e0ng, nh\u1eefng th\u00f4ng tin li\u00ean quan \u0111\u1ebfn \u01b0u \u0111i\u1ec3m c\u1ee7a s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ghi nh\u1edb v\u00e0 h\u1ecd c\u00f3 th\u1ec3 th\u1edd \u01a1 v\u1edbi nh\u1eefng \u01b0u \u0111i\u1ec3m c\u1ee7a s\u1ea3n ph\u1ea9m c\u1ea1nh tranh.<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng nh\u1ea5t khi nghi\u00ean c\u1ee9u \u1ea3nh h\u01b0\u1edfng c\u1ee7a nh\u1eadn th\u1ee9c t\u1edbi ho\u1ea1t \u0111\u1ed9ng marketing ch\u00ednh l\u00e0 m\u1ecdi n\u1ed7 l\u1ef1c marketing tr\u01b0\u1edbc h\u1ebft ph\u1ea3i t\u1ea1o \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c t\u1ed1t trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Marketing c\u0103n b\u1ea3n, GS.TS. Tr\u1ea7n Minh \u0110\u1ea1o, , NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Nh\u1eadn th\u1ee9c (ti\u1ebfng Anh: Perception) l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 t\u00e2m l\u00ed l\u00e0 t\u00e1c nh\u00e2n b\u00ean trong ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00fac \u0111\u1ea9y ho\u1eb7c k\u00ecm h\u00e3m h\u00e0nh vi c\u1ee7a h\u1ecd.\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\/36367"}],"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=36367"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36367\/revisions"}],"predecessor-version":[{"id":68857,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36367\/revisions\/68857"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36367"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36367"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36367"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}