{"id":36399,"date":"2023-12-08T12:09:55","date_gmt":"2023-12-08T12:09:55","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hanh-vi-mua-cua-nguoi-tieu-dung-the-customers-buying-behaviour-la-gi.html"},"modified":"2023-12-24T21:44:15","modified_gmt":"2023-12-24T14:44:15","slug":"hanh-vi-mua-cua-nguoi-tieu-dung-the-customers-buying-behaviour-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hanh-vi-mua-cua-nguoi-tieu-dung-the-customers-buying-behaviour-la-gi.html","title":{"rendered":"H\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (The Customer’s Buying Behaviour\ufeff) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: helpscout)<\/p>\n<\/div>\n<\/div>\n

H\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0<\/font><\/h2>\n

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

H\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b> trong ti\u1ebfng Anh t\u1ea1m d\u1ecbch l\u00e0: The Customer’s Buying Behaviour\ufeff.<\/b><\/p>\n

H\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b>\u00a0l\u00e0 to\u00e0n b\u1ed9 h\u00e0nh \u0111\u1ed9ng m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ed9c l\u1ed9 ra trong qu\u00e1 tr\u00ecnh trao \u0111\u1ed5i s\u1ea3n ph\u1ea9m, bao g\u1ed3m: \u0111i\u1ec1u tra, mua s\u1eafm, s\u1eed d\u1ee5ng, \u0111\u00e1nh gi\u00e1 v\u00e0 chi ti\u00eau cho h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 nh\u1eb1m th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n

C\u0169ng c\u00f3 th\u1ec3 coi h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00e1ch th\u1ee9c m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd th\u1ef1c hi\u1ec7n \u0111\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng t\u00e0i s\u1ea3n c\u1ee7a m\u00ecnh (ti\u1ec1n b\u1ea1c, th\u1eddi gian, c\u00f4ng s\u1ee9c…) li\u00ean quan \u0111\u1ebfn vi\u1ec7c mua s\u1eafm v\u00e0 s\u1eed d\u1ee5ng h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 nh\u1eb1m th\u1ecfa m\u00e3n nhu c\u1ea7u c\u00e1 nh\u00e2n.<\/p>\n

M\u00f4 h\u00ecnh h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/font><\/h3>\n

M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 m\u00f4 t\u1ea3 m\u1ed1i quan h\u1ec7 gi\u1eefa ba y\u1ebfu t\u1ed1: c\u00e1c k\u00edch th\u00edch; “h\u1ed9p \u0111en \u00fd th\u1ee9c” v\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i c\u00e1c k\u00edch th\u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

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C\u00e1c nh\u00e2n t\u1ed1 k\u00edch th\u00edch \u2192<\/p>\n<\/p>\n<\/td>\n

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“H\u1ed9p \u0111en \u00fd th\u1ee9c” c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2192<\/p>\n<\/p>\n<\/td>\n

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Ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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Marketing<\/p>\n<\/p>\n<\/td>\n

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M\u00f4i tr\u01b0\u1eddng<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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_ S\u1ea3n ph\u1ea9m<\/p>\n

_ Gi\u00e1 c\u1ea3<\/p>\n

_ Ph\u00e2n ph\u1ed1i<\/p>\n

_ X\u00fac ti\u1ebfn<\/p>\n<\/p>\n<\/td>\n

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_ Kinh t\u1ebf<\/p>\n

_ KHKT<\/p>\n

_ V\u0103n h\u00f3a<\/p>\n

_ Ch\u00ednh tr\u1ecb\/Lu\u1eadt ph\u00e1p<\/p>\n

_ C\u1ea1nh tranh<\/p>\n<\/p>\n<\/td>\n

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C\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/p>\n<\/p>\n<\/td>\n

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Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua<\/p>\n<\/p>\n<\/td>\n

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_ L\u1ef1a ch\u1ecdn h\u00e0ng h\u00f3a<\/p>\n

_ L\u1ef1a ch\u1ecdn nh\u00e3n hi\u1ec7u<\/p>\n

_ L\u1ef1a ch\u1ecdn nh\u00e0 cung \u1ee9ng<\/p>\n

_ L\u1ef1a ch\u1ecdn th\u1eddi gian mua<\/p>\n

_ L\u1ef1a ch\u1ecdn kh\u1ed1i l\u01b0\u1ee3ng mua<\/p>\n<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

– C\u00e1c k\u00edch th\u00edch<\/b>: L\u00e0 t\u1ea5t c\u1ea3 c\u00e1c t\u00e1c nh\u00e2n, l\u1ef1c l\u01b0\u1ee3ng b\u00ean ngo\u00e0i ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 g\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ch\u00fang \u0111\u01b0\u1ee3c chia th\u00e0nh hai nh\u00f3m ch\u00ednh.<\/p>\n

+ Nh\u00f3m 1: C\u00e1c t\u00e1c nh\u00e2n k\u00edch th\u00edch c\u1ee7a marketing: s\u1ea3n ph\u1ea9m, gi\u00e1 b\u00e1n, c\u00e1ch th\u1ee9c ph\u00e2n ph\u1ed1i v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn. C\u00e1c t\u00e1c nh\u00e2n n\u00e0y n\u1eb1m trong kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t c\u1ee7a c\u00e1c doanh nghi\u1ec7p.<\/p>\n

+ Nh\u00f3m 2: C\u00e1c t\u00e1c nh\u00e2n k\u00edch th\u00edch kh\u00f4ng thu\u1ed9c quy\u1ec1n ki\u1ec3m so\u00e1t tuy\u1ec7t \u0111\u1ed1i c\u1ee7a c\u00e1c doanh nghi\u1ec7p, bao g\u1ed3m: m\u00f4i tr\u01b0\u1eddng kinh t\u1ebf, c\u1ea1nh tranh, ch\u00ednh tr\u1ecb, v\u0103n h\u00f3a, x\u00e3 h\u1ed9i,…<\/p>\n

– “H\u1ed9p \u0111en” \u00fd th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b>: L\u00e0 c\u00e1ch g\u1ecdi b\u1ed9 n\u00e3o c\u1ee7a con ng\u01b0\u1eddi v\u00e0 c\u01a1 ch\u1ebf ho\u1ea1t \u0111\u1ed9ng c\u1ee7a n\u00f3 trong vi\u1ec7c ti\u1ebfp nh\u1eadn, x\u1eed l\u00ed c\u00e1c k\u00edch th\u00edch v\u00e0 \u0111\u1ec1 xu\u1ea5t c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u00e1p \u1ee9ng tr\u1edf l\u1ea1i c\u00e1c k\u00edch th\u00edch. “H\u1ed9p \u0111en” \u00fd th\u1ee9c \u0111\u01b0\u1ee3c chia th\u00e0nh hai ph\u1ea7n.\u00a0<\/p>\n

+ Ph\u1ea7n th\u1ee9 nh\u1ea5t – \u0111\u1eb7c t\u00ednh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. N\u00f3 \u1ea3nh h\u01b0\u1edfng c\u01a1 b\u1ea3n \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ti\u1ebfp nh\u1eadn c\u00e1c k\u00edch th\u00edch v\u00e0 ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i c\u00e1c t\u00e1c nh\u00e2n \u0111\u00f3 nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n

+ Ph\u1ea7n th\u1ee9 hai – qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, l\u00e0 to\u00e0n b\u1ed9 l\u1ed9 tr\u00ecnh ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng li\u00ean quan \u0111\u1ebfn s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a \u01b0\u1edbc mu\u1ed1n, t\u00ecm ki\u1ebfm th\u00f4ng tin, mua s\u1eafm, ti\u00eau d\u00f9ng v\u00e0 nh\u1eefng c\u1ea3m nh\u1eadn h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c khi ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

K\u1ebft qu\u1ea3 mua s\u1eafm s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c b\u01b0\u1edbc c\u1ee7a l\u1ed9 tr\u00ecnh n\u00e0y c\u00f3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u00f4i ch\u1ea3y hay kh\u00f4ng.<\/p>\n

– Nh\u1eefng ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b>: L\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ed9c l\u1ed9 trong qu\u00e1 tr\u00ecnh trao \u0111\u1ed5i m\u00e0 ta c\u00f3 th\u1ec3 quan s\u00e1t \u0111\u01b0\u1ee3c. Ch\u1eb3ng h\u1ea1n, h\u00e0nh vi t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5; l\u1ef1a ch\u1ecdn h\u00e0ng h\u00f3a, nh\u00e3n hi\u1ec7u, nh\u00e0 cung \u1ee9ng; l\u1ef1a ch\u1ecdn th\u1eddi gian, \u0111\u1ecba \u0111i\u1ec3m, kh\u1ed1i l\u01b0\u1ee3ng mua s\u1eafm…<\/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>, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n H\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (ti\u1ebfng Anh: The Customer’s Buying Behaviour\ufeff) l\u00e0 to\u00e0n b\u1ed9 h\u00e0nh \u0111\u1ed9ng m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ed9c l\u1ed9 ra trong qu\u00e1 tr\u00ecnh trao \u0111\u1ed5i 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\/36399"}],"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=36399"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36399\/revisions"}],"predecessor-version":[{"id":68870,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36399\/revisions\/68870"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}