{"id":5696,"date":"2023-11-29T14:48:21","date_gmt":"2023-11-29T14:48:21","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5696"},"modified":"2023-12-21T11:07:41","modified_gmt":"2023-12-21T04:07:41","slug":"quan-sat-hanh-vi-khach-hang-can-thiet-cho-kinh-doanh-ngay-nay","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-sat-hanh-vi-khach-hang-can-thiet-cho-kinh-doanh-ngay-nay.html","title":{"rendered":"Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng c\u1ea7n thi\u1ebft cho kinh doanh ng\u00e0y nay"},"content":{"rendered":"
Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/em>\u00a0l\u00e0 y\u1ebfu t\u1ed1 m\u00e0 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n nghi\u00ean c\u1ee9u k\u0129 \u0111\u1ec3 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. C\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1\u00a0q<\/em><\/strong>uan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng\u00a0<\/strong><\/em>qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y nh\u00e9.<\/div>\n
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Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n
Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/figcaption><\/figure>\n

Kh\u00e1i ni\u1ec7m quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/em><\/strong><\/h3>\n

Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/em>\u00a0trong ti\u1ebfng Anh g\u1ecdi l\u00e0:\u00a0Consumer behaviour.<\/strong><\/p>\n

C\u00f3 nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng, sau \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 \u0111\u1ecbnh ngh\u0129a ti\u00eau bi\u1ec3u:<\/p>\n

\u2013 Theo Hi\u1ec7p h\u1ed9i marketing Hoa K\u1ef3, h\u00e0nh vi kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 s\u1ef1 t\u00e1c \u0111\u1ed9ng qua l\u1ea1i gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 k\u00edch th\u00edch c\u1ee7a m\u00f4i tr\u01b0\u1eddng v\u1edbi nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi c\u1ee7a con ng\u01b0\u1eddi m\u00e0 qua s\u1ef1 t\u01b0\u01a1ng t\u00e1c \u0111\u00f3, con ng\u01b0\u1eddi thay \u0111\u1ed5i cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd.<\/p>\n

Hay n\u00f3i c\u00e1ch kh\u00e1c<\/strong><\/em><\/h3>\n

h\u00e0nh vi kh\u00e1ch h\u00e0ng bao g\u1ed3m nh\u1eefng suy ngh\u0129 v\u00e0 c\u1ea3m nh\u1eadn m\u00e0 con ng\u01b0\u1eddi c\u00f3 \u0111\u01b0\u1ee3c v\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng m\u00e0 h\u1ecd th\u1ef1c hi\u1ec7n trong qu\u00e1 tr\u00ecnh ti\u00eau d\u00f9ng.<\/p>\n

Nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 \u00fd ki\u1ebfn t\u1eeb nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c, qu\u1ea3ng c\u00e1o, th\u00f4ng tin v\u1ec1 gi\u00e1 c\u1ea3, bao b\u00ec, b\u1ec1 ngo\u00e0i s\u1ea3n ph\u1ea9m\u2026 \u0111\u1ec1u c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn c\u1ea3m nh\u1eadn, suy ngh\u0129 v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Theo Kotler & Levy quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/em><\/h3>\n

H\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 nh\u1eefng h\u00e0nh vi c\u1ee5 th\u1ec3 c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n khi th\u1ef1c hi\u1ec7n c\u00e1c quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, s\u1eed d\u1ee5ng v\u00e0 v\u1ee9t b\u1ecf s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5.<\/p>\n

Nh\u01b0 v\u1eady, qua hai \u0111\u1ecbnh ngh\u0129a tr\u00ean, ch\u00fang ta c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0:<\/p>\n

\u2013 Nh\u1eefng suy ngh\u0129 v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a con ng\u01b0\u1eddi trong qu\u00e1 tr\u00ecnh mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng<\/p>\n

\u2013 H\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 n\u0103ng \u0111\u1ed9ng v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u00ec n\u00f3 ch\u1ecbu t\u00e1c \u0111\u1ed9ng b\u1edfi nh\u1eefng y\u1ebfu t\u1ed1 t\u1eeb m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i v\u00e0 c\u00f3 s\u1ef1 t\u00e1c \u0111\u1ed9ng tr\u1edf l\u1ea1i \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng \u1ea5y<\/p>\n

\u2013 H\u00e0nh vi kh\u00e1ch h\u00e0ng bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng: mua s\u1eafm, s\u1eed d\u1ee5ng v\u00e0 x\u1eed l\u00ed s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n
V\u00ed d\u1ee5 v\u1ec1 quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/figcaption><\/figure>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m d\u1ea7u g\u1ed9i \u0111\u1ea7u \u0111\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng v\u1ea5n \u0111\u1ec1 sau: T\u1ea1i sao kh\u00e1ch h\u00e0ng mua d\u1ea7u g\u1ed9i \u0111\u1ea7u (\u0111\u1ec3 l\u00e0m s\u1ea1ch t\u00f3c hay \u0111\u1ec3 tr\u1ecb g\u00e0u)? H\u1ecd mua nh\u00e3n hi\u1ec7u n\u00e0o (Clear hay Sunsilk\u2026)? T\u1ea1i sao h\u1ecd mua nh\u00e3n hi\u1ec7u \u0111\u00f3 (h\u1ecd tin r\u1eb1ng nh\u00e3n hi\u1ec7u \u0111\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t h\u01a1n hay \u0111ang \u0111\u01b0\u1ee3c b\u00e1n gi\u1ea3m gi\u00e1)?<\/p>\n

Lo\u1ea1i n\u00e0o th\u01b0\u1eddng \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng mua nhi\u1ec1u nh\u1ea5t<\/strong><\/em><\/h3>\n

Mua nh\u01b0 th\u1ebf n\u00e0o (mua l\u1ebb t\u1eebng chai hay mua nhi\u1ec1u)? Khi n\u00e0o mua (mua khi c\u1ea7n d\u00f9ng, khi \u0111i ch\u1ee3 hay khi \u0111i mua s\u1eafm v\u00e0o cu\u1ed1i tu\u1ea7n)? Mua \u1edf \u0111\u00e2u (ch\u1ee3, si\u00eau th\u1ecb hay ti\u1ec7m t\u1ea1p h\u00f3a)? M\u1ee9c \u0111\u1ed9 mua (bao l\u00e2u mua 1 l\u1ea7n)?\u2026<\/p>\n

T\u00ecm hi\u1ec3u t\u1ea5t c\u1ea3 nh\u1eefng v\u1ea5n \u0111\u1ec1 tr\u00ean<\/strong><\/em><\/h3>\n

Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/em>\u00a0s\u1ebd gi\u00fap cho c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh d\u1ea7u g\u1ed9i \u0111\u1ea7u bi\u1ebft \u0111\u01b0\u1ee3c nhu c\u1ea7u, \u0111\u1ed9ng c\u01a1 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 th\u00f3i quen mua s\u1eafm s\u1ea3n ph\u1ea9m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n nghi\u00ean c\u1ee9u k\u0129 h\u00e0nh vi kh\u00e1ch h\u00e0ng nh\u1eb1m m\u1ee5c \u0111\u00edch n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nhu c\u1ea7u, s\u1edf th\u00edch, th\u00f3i quen c\u1ee7a h\u1ecd \u0111\u1ec3 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.<\/p>\n

Ngo\u00e0i ra, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u0169ng r\u1ea5t quan t\u00e2m \u0111\u1ebfn vi\u1ec7c t\u00ecm hi\u1ec3u xem nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1c l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m h\u1ecd \u0111\u00e3 mua hay kh\u00f4ng (k\u1ec3 c\u1ea3 c\u00e1c l\u1ee3i \u00edch x\u00e3 h\u1ed9i n\u1ebfu c\u00f3) v\u00e0 h\u1ecd c\u1ea3m nh\u1eadn, \u0111\u00e1nh gi\u00e1 nh\u01b0 th\u1ebf n\u00e0o sau khi mua s\u1eafm v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n<\/div>\n

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Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m qua \u0111i\u1ec1u tra, kh\u1ea3o s\u00e1t:<\/strong><\/h2>\n
Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m qua \u0111i\u1ec1u tra, kh\u1ea3o s\u00e1t:<\/figcaption><\/figure>\n

Kh\u1ea3o s\u00e1t:\u00a0<\/strong><\/em><\/h3>\n

Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111<\/strong><\/em>\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m c\u01a1 b\u1ea3n v\u00e0 nhanh g\u1ecdn nh\u1ea5t. Ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u s\u1ebd ti\u1ebfn h\u00e0nh kh\u1ea3o s\u00e1t tr\u00ean m\u1ed9t l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh, s\u1ed1 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi c\u00e0ng l\u1edbn th\u00ec \u0111\u1ed9 ch\u00ednh x\u00e1c c\u1ee7a nghi\u00ean c\u1ee9u c\u00e0ng cao. C\u0169ng gi\u1ed1ng nh\u01b0\u00a0nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng\u00a0n\u00f3i chung, c\u00f3 nhi\u1ec1u c\u00e1ch th\u1ef1c hi\u1ec7n \u0111i\u1ec1u tra, kh\u1ea3o s\u00e1t kh\u00e1c nhau nh\u01b0 ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp, g\u1ecdi \u0111i\u1ec7n tho\u1ea1i, g\u1eedi th\u01b0\/email hay kh\u1ea3o s\u00e1t online.<\/p>\n

Ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp:\u00a0<\/strong><\/em><\/h3>\n

Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u01b0\u1eddng\u00a0\u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf nh\u1eefng n\u01a1i \u0111\u00f4ng ng\u01b0\u1eddi, ho\u1eb7c nh\u1eefng n\u01a1i c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 kh\u1ea3o s\u00e1t h\u01b0\u1edbng \u0111\u1ebfn. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y gi\u00fap ng\u01b0\u1eddi th\u1ef1c h\u00e0nh nghi\u00ean c\u1ee9u thu \u0111\u01b0\u1ee3c c\u00e2u tr\u1ea3 l\u1eddi m\u1ed9t c\u00e1ch tr\u1ef1c ti\u1ebfp v\u00e0 nhanh ch\u00f3ng. C\u00f3 hai c\u00e1ch th\u1ee9c ph\u1ecfng v\u1ea5n: S\u1eed d\u1ee5ng b\u1ea3ng h\u1ecfi \u2013 c\u00e1c c\u00e2u h\u1ecfi th\u01b0\u1eddng d\u01b0\u1edbi d\u1ea1ng tr\u1eafc nghi\u1ec7m v\u00e0 ph\u1ecfng v\u1ea5n s\u00e2u \u2013 c\u00e1ch th\u1ee9c t\u1ed1n th\u1eddi gian h\u01a1n v\u00e0 \u0111\u00f2i h\u1ecfi tr\u00ecnh \u0111\u1ed9 cao h\u01a1n t\u1eeb ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n, nh\u01b0ng k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c c\u0169ng chi ti\u1ebft h\u01a1n.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng\u00a0l\u00e0 y\u1ebfu t\u1ed1 m\u00e0 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n nghi\u00ean c\u1ee9u k\u0129 \u0111\u1ec3 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. C\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1\u00a0quan s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng\u00a0qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y nh\u00e9. Quan s\u00e1t […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,235],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5696"}],"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=5696"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5696\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}