{"id":36415,"date":"2023-12-08T12:11:28","date_gmt":"2023-12-08T12:11:28","guid":{"rendered":"https:\/\/masterskills.org\/blog\/qua-trinh-quyet-dinh-mua-purchase-decision-process-cua-nguoi-tieu-dung-la-gi.html"},"modified":"2023-12-24T21:44:16","modified_gmt":"2023-12-24T14:44:16","slug":"qua-trinh-quyet-dinh-mua-purchase-decision-process-cua-nguoi-tieu-dung-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/qua-trinh-quyet-dinh-mua-purchase-decision-process-cua-nguoi-tieu-dung-la-gi.html","title":{"rendered":"Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua (Purchase Decision Process) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: SGK)<\/i><\/p>\n<\/div>\n<\/div>\n

Qu\u00e1\u00a0tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua (Purchase Decision Process)\u00a0\u00a0<\/b><\/font><\/p>\n

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

Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Purchase Decision Process.<\/b><\/p>\n

Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua<\/b>\u00a0\u0111\u1eb7c t\u1ea3 c\u00e1c giai \u0111o\u1ea1n m\u00e0 m\u1ed9t ng\u01b0\u1eddi mua ph\u1ea3i tr\u1ea3i qua trong vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u1ec3 mua.\u00a0<\/p>\n

Qu\u00e1 tr\u00ecnh n\u00e0y bao g\u1ed3m 5 b\u01b0\u1edbc:<\/p>\n

(1) Nh\u1eadn d\u1ea1ng v\u1ea5n \u0111\u1ec1<\/p>\n

(2) T\u00ecm ki\u1ebfm th\u00f4ng tin<\/p>\n

(3) \u0110\u00e1nh gi\u00e1 c\u00e1c kh\u1ea3 n\u0103ng thay th\u1ebf<\/p>\n

(4) Quy\u1ebft \u0111\u1ecbnh mua\u00a0<\/p>\n

(5) H\u00e0nh vi sau khi mua<\/p>\n

C\u00e1c b\u01b0\u1edbc trong qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua<\/font><\/h3>\n

Nh\u1eadn d\u1ea1ng v\u1ea5n \u0111\u1ec1 mua\u00a0<\/b><\/p>\n

\u0110\u00e2y l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua. Ng\u01b0\u1eddi l\u00e0m marketing ph\u1ea3i tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi l\u00e0 t\u1eeb \u0111\u00e2u ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn ra h\u1ecd c\u1ea7n mua m\u1ed9t s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3? Nhu c\u1ea7u mua th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n t\u1eeb ch\u00ednh nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, khi h\u1ecd c\u1ea3m th\u1ea5y c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa tr\u1ea1ng th\u00e1i th\u1ef1c t\u1ebf v\u00e0 tr\u1ea1ng th\u00e1i \u01b0\u1edbc mu\u1ed1n.\u00a0<\/p>\n

Ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c ho\u00e0n c\u1ea3nh \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nhanh ch\u00f3ng nh\u1eadn ra v\u1ea5n \u0111\u1ec1. H\u1ecd c\u1ea7n ph\u1ea3i hi\u1ec3u r\u00f5 nhu c\u1ea7u hay v\u1ea5n \u0111\u1ec1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u00e1t sinh nh\u01b0 th\u1ebf n\u00e0o? C\u00e1i g\u00ec \u0111\u00e3 t\u1ea1o n\u00ean nhu c\u1ea7u mua v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c nh\u1eadn ra v\u1ea5n \u0111\u1ec1 mua c\u1ee7a h\u1ecd.\u00a0<\/p>\n

Ng\u01b0\u1eddi l\u00e0m marketing hi\u1ec3u r\u1eb1ng h\u1ecd ph\u1ea3i \u0111\u1ea7u t\u01b0 r\u1ea5t nhi\u1ec1u cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn ra nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n

T\u00ecm ki\u1ebfm th\u00f4ng tin<\/b><\/p>\n

Sau khi nh\u1eadn ra v\u1ea5n \u0111\u1ec1 mua, ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u ph\u1ea3i t\u00ecm ki\u1ebfm th\u00f4ng tin. Vi\u1ec7c t\u00ecm ki\u1ebfm th\u00f4ng tin ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i v\u1ea5n \u0111\u1ec1 v\u00e0 ho\u00e0n c\u1ea3nh mua m\u00e0 c\u00f3 m\u1ee9c \u0111\u1ed9 c\u1ea7n thi\u1ebft kh\u00e1c nhau.\u00a0<\/p>\n

N\u1ebfu nhu c\u1ea7u c\u1ea5p b\u00e1ch, s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ng\u01b0\u1eddi mua v\u1eeba \u00fd, h\u1ecd s\u1ebd mua ngay. Ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu v\u1ea5n \u0111\u1ec1 mua quan tr\u1ecdng nh\u01b0ng ch\u01b0a c\u00f3 s\u1ea3n ph\u1ea9m th\u00edch h\u1ee3p, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd r\u1ea5t t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm th\u00eam c\u00e1c th\u00f4ng tin.<\/p>\n

Vi\u1ec7c t\u00ecm ki\u1ebfm th\u00f4ng tin bao g\u1ed3m hai ho\u1ea1t \u0111\u1ed9ng ch\u00ednh: T\u00ecm ki\u1ebfm th\u00f4ng tin b\u00ean trong v\u00e0 t\u00ecm ki\u1ebfm th\u00f4ng tin b\u00ean ngo\u00e0i.\u00a0<\/p>\n

K\u1ebft qu\u1ea3 c\u1ee7a vi\u1ec7c t\u00ecm ki\u1ebfm th\u00f4ng tin l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec3u bi\u1ebft v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 c\u0169ng nh\u01b0 c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a ch\u00fang. Tr\u00ean c\u01a1 s\u1edf hi\u1ec3u bi\u1ebft th\u00eam n\u00e0y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u0111\u01b0a ra c\u00e1c ti\u00eau ch\u00ed ch\u1ecdn mua.<\/p>\n

\u0110\u00e1nh gi\u00e1 c\u00e1c kh\u1ea3 n\u0103ng thay th\u1ebf<\/b><\/p>\n

Sau khi \u0111\u00e3 c\u00f3 c\u00e1c th\u00f4ng tin, v\u1ea5n \u0111\u1ec1 \u0111\u1eb7t ra l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ebfn h\u00e0nh \u0111\u00e1nh gi\u00e1 \u0111\u1ec3 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m h\u1ecd s\u1ebd mua nh\u01b0 th\u1ebf n\u00e0o? Ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n ph\u1ea3i bi\u1ebft vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng x\u1eed l\u00ed th\u00f4ng tin ra sao \u0111\u1ec3 \u0111i \u0111\u1ebfn nh\u1eefng l\u1ef1a ch\u1ecdn.\u00a0<\/p>\n

Ti\u1ebfn tr\u00ecnh \u0111\u00e1nh gi\u00e1 \u0111\u1ec3 \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua<\/i><\/p>\n

Tr\u01b0\u1edbc h\u1ebft, c\u1ea7n th\u1ea5y m\u1ed7i ng\u01b0\u1eddi mua \u0111\u1ec1u xem m\u1ed9t s\u1ea3n ph\u1ea9m nh\u01b0 l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nh\u1eefng thu\u1ed9c t\u00ednh, trong \u0111\u00f3 c\u00f3 nh\u1eefng thu\u1ed9c t\u00ednh m\u00e0 ng\u01b0\u1eddi mua r\u1ea5t ch\u00fa \u00fd, quan t\u00e2m v\u00e0 cho l\u00e0 quan tr\u1ecdng.\u00a0<\/p>\n

Th\u1ee9 hai, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u0111\u00e1nh gi\u00e1 t\u1ea7m quan tr\u1ecdng c\u1ee7a t\u1eebng thu\u1ed9c t\u1ec9nh, y\u1ebfu t\u1ed1 c\u1ee7a s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

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Th\u1ee9 ba, ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 c\u00f3 s\u1eb5n s\u1ef1 tin t\u01b0\u1edfng v\u1ec1 s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 nh\u1eefng thu\u1ed9c t\u00ednh \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao. \u0110\u00f3 ch\u00ednh l\u00e0 h\u00ecnh \u1ea3nh v\u1ec1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m \u0111\u00f3 trong t\u00e2m tr\u00ed c\u1ee7a h\u1ecd.<\/p>\n

Th\u1ee9 t\u01b0, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng \u0111\u00e1nh gi\u00e1 t\u1ea7m quan tr\u1ecdng c\u1ee7a m\u1ed7i thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 kh\u00e1c nhau.\u00a0<\/p>\n

Th\u1ee9 n\u0103m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e1nh gi\u00e1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m th\u00f4ng qua m\u1ed9t s\u1ed1 qui tr\u00ecnh \u0111\u00e1nh gi\u00e1 kh\u00e1c nhau.<\/p>\n

Quy\u1ebft \u0111\u1ecbnh mua<\/b><\/p>\n

Sau khi \u0111\u00e3 \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 c\u00e1c kh\u1ea3 n\u0103ng thay th\u1ebf v\u00e0 \u0111\u00e3 s\u1eafp x\u1ebfp ch\u00fang theo m\u1ed9t th\u1ee9 b\u1eadc, ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u00ecnh th\u00e0nh \u00fd \u0111\u1ecbnh mua.<\/p>\n

C\u00f3 hai y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng c\u00f3 th\u1ec3 x\u1ea3y ra t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00f3 \u00fd \u0111\u1ecbnh mua v\u00e0 quy\u1ebft \u0111\u1ecbnh mua th\u1ef1c s\u1ef1<\/p>\n

– Th\u1ee9 nh\u1ea5t l\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi kh\u00e1c<\/p>\n

– Th\u1ee9 hai l\u00e0 \u00fd \u0111\u1ecbnh mua ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a nh\u1eefng y\u1ebfu t\u1ed1 ho\u00e0n c\u1ea3nh kh\u00f4ng l\u01b0\u1eddng tr\u01b0\u1edbc \u0111\u01b0\u1ee3c.<\/p>\n

H\u00e0nh vi sau khi mua<\/b><\/p>\n

Sau khi mua s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng so s\u00e1nh gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m khi s\u1eed d\u1ee5ng v\u1edbi nh\u1eefng k\u00ec v\u1ecdng c\u1ee7a h\u1ecd v\u00e0 h\u1ecd s\u1ebd c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng ho\u1eb7c th\u1ea5t v\u1ecdng. Ng\u01b0\u1eddi l\u00e0m marketing ph\u1ea3i bi\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng h\u00e0nh vi sau khi mua c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u00f3 gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p.\u00a0<\/p>\n

Hi v\u1ecdng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u00ecnh th\u00e0nh t\u1eeb c\u00e1c n\u1ed9i dung qu\u1ea3ng c\u00e1o, t\u1eeb ng\u01b0\u1eddi b\u00e1n, b\u1ea1n b\u00e8 v\u00e0 c\u00e1c ngu\u1ed3n th\u00f4ng tin kh\u00e1c. V\u00ec v\u1eady, n\u1ebfu \u0111\u1ec3 kh\u00e1ch h\u00e0ng hi v\u1ecdng qu\u00e1 l\u1edbn m\u00e0 kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng th\u00ec h\u1ecd s\u1ebd c\u00e0ng th\u1ea5t v\u1ecdng.<\/p>\n

Theo c\u00e1c nh\u00e0 marketing “m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u00e3 h\u00e0i l\u00f2ng l\u00e0 qu\u1ea3ng c\u00e1o t\u1ed1t nh\u1ea5t cho ch\u00fang ta”. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng h\u00e0i l\u00f2ng s\u1ebd c\u00f3 nh\u1eefng th\u00e1i \u0111\u1ed9 ph\u1ea3n \u1ee9ng l\u1ea1i kh\u00e1c nhau. H\u1ecd t\u1eeb b\u1ecf ho\u1eb7c ch\u00ea bai s\u1ea3n ph\u1ea9m v\u1edbi b\u1ea1n b\u00e8 v\u00e0 v\u1edbi ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

Ng\u01b0\u1eddi l\u00e0m marketing n\u00ean bi\u1ebft nh\u1eefng t\u00ecnh hu\u1ed1ng \u0111\u00f3 \u0111\u1ec3 x\u1eed l\u00ed c\u00e1c b\u1ea5t m\u00e3n, c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t s\u1ed1 bi\u1ec7n ph\u00e1p \u0111\u1ec3 gi\u1ea3m thi\u1ec3u m\u1ee9c \u0111\u1ed9 kh\u00f4ng h\u00e0i l\u00f2ng sau khi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng th\u1ecfa m\u00e3n v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00e3 mua.
<\/b><\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n

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<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua (ti\u1ebfng Anh: Purchase Decision Process) \u0111\u1eb7c t\u1ea3 c\u00e1c giai \u0111o\u1ea1n m\u00e0 m\u1ed9t ng\u01b0\u1eddi mua ph\u1ea3i tr\u1ea3i qua trong vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u1ec3 mua. Qu\u00e1 tr\u00ecnh n\u00e0y bao g\u1ed3m 5 b\u01b0\u1edbc c\u1ee5 th\u1ec3 c\u1ea7n nh\u1eadn bi\u1ebft.\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\/36415"}],"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=36415"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36415\/revisions"}],"predecessor-version":[{"id":68880,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36415\/revisions\/68880"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36415"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36415"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36415"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}