{"id":5716,"date":"2023-11-29T06:25:16","date_gmt":"2023-11-29T06:25:16","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5716"},"modified":"2023-12-15T00:27:20","modified_gmt":"2023-12-15T00:27:20","slug":"thau-hieu-hanh-vi-khach-hang-kim-chi-nam-de-thanh-cong-trong-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thau-hieu-hanh-vi-khach-hang-kim-chi-nam-de-thanh-cong-trong-marketing.html","title":{"rendered":"Th\u1ea5u hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng: \u201cKim ch\u1ec9 nam\u201d \u0111\u1ec3 th\u00e0nh c\u00f4ng trong Marketing"},"content":{"rendered":"

Trong ho\u1ea1t \u0111\u1ed9ng Marketing th\u00ec nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 s\u1ea3n ph\u1ea9m, gi\u00e1 b\u00e1n, \u0111\u1ecba \u0111i\u1ec3m hay x\u00fac ti\u1ebfn l\u00e0 c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o n\u00ean 1 chi\u1ebfn d\u1ecbch. Th\u1ebf nh\u01b0ng, nh\u01b0 v\u1eady l\u00e0 ch\u01b0a \u0111\u1ee7, vi\u1ec7c l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m hi\u1ec7n \u0111ang l\u00e0 xu h\u01b0\u1edbng c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u1ebfu mu\u1ed1n th\u00e0nh c\u00f4ng v\u00e0 t\u1ea1o ra l\u1ee3i nhu\u1eadn cao. T\u1eeb kh\u00f3a\u00a0h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong>\u00a0l\u00e0 g\u00ec gi\u1edd \u0111ang \u0111\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn h\u01a1n bao gi\u1edd h\u1ebft, \u0111\u00e2y s\u1ebd l\u00e0 nh\u00e2n t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh b\u1ea1i c\u1ee7a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing. H\u00e3y c\u00f9ng MarketingAI t\u00ecm hi\u1ec3u nh\u1eefng \u0111i\u1ec1u m\u00e0 y\u1ebfu t\u1ed1 n\u00e0y \u0111em l\u1ea1i.<\/em><\/p>\n

H\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/strong><\/span><\/h2>\n

Thu\u1eadt ng\u1eef \u201ch\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong>\u201d hay c\u00f2n g\u1ecdi l\u00e0 Consumer Behavior trong\u00a0Marketing<\/strong>\u00a0d\u00f9ng \u0111\u1ec3 ch\u1ec9 chu\u1ed7i ph\u1ea3n \u1ee9ng v\u1ec1 m\u1eb7t t\u00e2m l\u00fd, nh\u01b0 suy ngh\u0129, c\u00e2n nh\u1eafc v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng k\u1ec3 t\u1eeb khi h\u1ecd nghe n\u00f3i \u0111\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m cho \u0111\u1ebfn khi k\u1ebft th\u00fac qu\u00e1 tr\u00ecnh giao d\u1ecbch v\u00e0 mua s\u1ea3n ph\u1ea9m \u0111\u00f3.<\/p>\n

Consumer Behavior l\u00e0 g\u00ec? H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 g\u00ec? (Ngu\u1ed3n:\u00a0Feedough)<\/span><\/em><\/p>\n

H\u00e0nh vi kh\u00e1ch h\u00e0ng b\u1eaft r\u1ec5 v\u00e0 \u0103n s\u00e2u v\u00e0o t\u00e2m l\u00fd ph\u00f4 tr\u01b0\u01a1ng c\u1ee7a con ng\u01b0\u1eddi trong x\u00e3 h\u1ed9i. \u00a0V\u00ec m\u1ed7i m\u1ed9t c\u00e1 nh\u00e2n trong x\u00e3 h\u1ed9i kh\u00f4ng ai gi\u1ed1ng ai n\u00ean kh\u00f4ng th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng nguy\u00ean t\u1eafc \u0111\u01a1n gi\u1ea3n c\u00f3 th\u1ec3 gi\u1ea3i th\u00edch \u0111\u01b0\u1ee3c c\u00e1ch th\u1ee9c m\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c \u0111\u01b0a ra. Chu\u1ed7i ph\u1ea3n \u1ee9ng t\u00e2m l\u00fd n\u00e0y c\u00f3 th\u1ec3 g\u1eb7p \u1edf nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, c\u0169ng nh\u01b0 c\u00f3 khuynh h\u01b0\u1edbng l\u1eb7p \u0111i l\u1eb7p l\u1ea1i \u0111\u1ed1i v\u1edbi nhi\u1ec1u s\u1ea3n ph\u1ea9m kh\u00e1c nhau. H\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 nh\u1eefng h\u00e0nh vi c\u1ee5 th\u1ec3 c\u1ee7a c\u00e1 nh\u00e2n khi th\u1ef1c hi\u1ec7n quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, s\u1eed d\u1ee5ng hay lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5.<\/p>\n

Ch\u1eb3ng h\u1ea1n, nghi\u00ean c\u1ee9u h\u00e0nh vi ti\u00eau d\u00f9ng tr\u00ean m\u1eb7t h\u00e0ng bia t\u1ea1i m\u1ed9t \u0111\u1ecba b\u00e0n \u0111\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng u\u1ed1ng bia ch\u1ee7 y\u1ebfu thu\u1ed9c \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o (ngh\u1ec1 nghi\u1ec7p, gi\u1edbi t\u00ednh, \u0111\u1ed9 tu\u1ed5i, thu nh\u1eadp b\u00ecnh qu\u00e2n\u2026), h\u1ecd th\u01b0\u1eddng ch\u1ecdn nh\u00e3n hi\u1ec7u bia n\u00e0o, t\u1ea1i sao h\u1ecd ch\u1ecdn nh\u00e3n hi\u1ec7u \u0111\u00f3 (theo th\u00f3i quen, \u0111ang c\u00f3 khuy\u1ebfn m\u00e3i hay tin r\u1eb1ng nh\u00e3n hi\u1ec7u \u0111\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t h\u01a1n), h\u00ecnh th\u1ee9c \u0111\u00f3ng g\u00f3i n\u00e0o th\u01b0\u1eddng \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng d\u00f9ng nhi\u1ec1u nh\u1ea5t (chai hay lon), khi n\u00e0o th\u01b0\u1eddng d\u00f9ng (\u0111\u1ed9t xu\u1ea5t, th\u1eddi gian n\u00e0o trong ng\u00e0y, d\u1ecbp cu\u1ed1i tu\u1ea7n hay l\u1ec5, T\u1ebft), t\u1ea7n su\u1ea5t d\u00f9ng (b\u00ecnh qu\u00e2n bao l\u00e2u u\u1ed1ng m\u1ed9t l\u1ea7n), d\u00f9ng \u1edf \u0111\u00e2u (\u1edf nh\u00e0, qu\u00e1n v\u1ec9a h\u00e8, qu\u00e1n nh\u1eadu\u2026).<\/p>\n

T\u1ea1i sao ph\u1ea3i nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng?<\/strong><\/span><\/h2>\n

Trong kinh doanh, hi\u1ec3u r\u00f5 v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 th\u00e0nh c\u00f4ng. \u0110\u00e2y l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 r\u1ed9ng l\u1edbn v\u00e0 ph\u1ee9c t\u1ea1p, nh\u1eefng v\u1edbi s\u1ef1 k\u1ebft h\u1ee3p nghi\u00ean c\u1ee9u \u0111\u00fang \u0111\u1eafn, b\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u m\u1ed9t c\u00e1ch chi ti\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 h\u00e0nh vi mua c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh x\u00e1c theo h\u01b0\u1edbng \u201cc\u00e1 nh\u00e2n h\u00f3a\u201d<\/strong><\/span><\/h3>\n

Qu\u1ea3ng c\u00e1o truy\u1ec1n th\u00f4ng \u0111\u1ec3 d\u00e0nh ch\u1ed7 \u0111\u1ee9ng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng l\u00e0 cu\u1ed1c chi\u1ebfn kh\u1ed1c li\u1ec7t nh\u1ea5t hi\u1ec7n nay. Trong th\u1eddi b\u1ee7ng n\u1ed5 th\u00f4ng tin, vi\u1ec7c \u0111\u1ecbnh v\u1ecb theo phong c\u00e1ch\u201d c\u00e1 nh\u00e2n h\u00f3a\u201d l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t m\u1ed9t doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u1ea1m \u0111\u00fang insight kh\u00e1ch h\u00e0ng.<\/p>\n

=> Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 s\u1ebd gi\u00fap \u0111\u00e1nh th\u1eb3ng v\u00e0o nhu c\u1ea7u kh\u00e1ch h\u00e0ng \u0111ang quan t\u00e2m. T\u1eeb \u0111\u00f3 h\u1ecd c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y ch\u00ednh m\u00ecnh th\u00f4ng qua s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5, k\u00edch th\u00edch h\u1ecd d\u1eabn \u0111\u1ebfn quy\u1ebft d\u1ecbnh mua h\u00e0ng.<\/p>\n

L\u00ean m\u1ee5c ti\u00eau v\u00e0 k\u1ebf ho\u1ea1ch kinh doanh\/ marketing kh\u1ea3 thi\u00a0<\/strong><\/span><\/h3>\n

T\u1eeb vi\u1ec7c \u0111\u00e3 nghi\u00ean c\u1ee9u h\u00e0nh vi mua c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c nh\u00e0 l\u00e0m marketing s\u1ebd t\u1ed5ng h\u1ee3p s\u1ed1 li\u1ec7u. T\u1eeb \u0111\u00f3 s\u1ebd \u0111\u01b0a ra nh\u1eefng d\u1ef1 \u0111o\u00e1n ch\u00ednh x\u00e1c v\u1ec1 doanh s\u1ed1, s\u1ed1 l\u01b0\u01a1ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn\u2026 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng m\u1ee5c ti\u00eau kinh doanh, m\u1ee5c ti\u00eau marketing c\u1ee5 th\u1ec3, kh\u1ea3 thi nh\u1ea5t.<\/p>\n

T\u1ed1i \u01b0u chi\u1ebfn l\u01b0\u1ee3c marketing<\/strong><\/span><\/h3>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng s\u1ebd cho c\u00e1c chuy\u00ean gia marketing c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng qu\u00e1t v\u1ec1 di\u1ec5n bi\u1ebfn nh\u1eadn th\u1ee9c, t\u00e2m l\u00fd, suy ngh\u0129 kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng v\u1ea5n \u0111\u1ec1 m\u00e0 h\u1ecd c\u00f2n ch\u01b0a r\u00f5. H\u1ecd \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m so v\u1edbi \u0111\u1ed1i thu? H\u1ecd nghi\u00ean c\u1ee9u th\u00f4ng tin nh\u01b0 th\u1ebf n\u00e0o? H\u00e0nh vi tr\u00ean website c\u1ee7a h\u1ecd?\u2026. C\u00e2u tr\u1ea3 l\u1eddi s\u1ebd l\u00e0 gi\u1ea3i ph\u00e1p \u0111\u1ec3 c\u1ea3i ti\u00ean, thay \u0111\u1ed5i\u00a0\u00a0chi\u1ebfn l\u01b0\u1ee3c<\/strong>\u00a0truy\u1ec1n th\u00f4ng, marketing t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 cho doanh nghi\u1ec7p.<\/p>\n

M\u1ee9c \u0111\u1ed9 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng t\u0103ng l\u00ean<\/strong><\/span><\/h3>\n

Khi \u0111\u00e3 bi\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1eb7c \u0111i\u1ebbm c\u1ee7a h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec, c\u00e1c chuy\u00ean gia marketing s\u1ebd \u0111\u01b0a ra nh\u1eefng bi\u1ec7n ph\u00e1p t\u1ed1t nh\u1ea5t \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u, mong mu\u1ed1n c\u1ee7a h\u1ecd v\u1edbi s\u1ea3n ph\u1ea9m. \u0110\u01b0a h\u1ecd tr\u1edf th\u00e0nh \u0111\u1ed1i\u00a0kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft<\/strong>\u00a0c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, tr\u1edf th\u00e0nh \u201cy\u1ebfu t\u1ed1 marketing\u201d cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n

T\u1ea7m quan tr\u1ecdng H\u00e0nh vi kh\u00e1ch h\u00e0ng trong Marketing<\/b><\/span><\/h2>\n

M\u1ee5c \u0111\u00edch ch\u00ednh c\u1ee7a vi\u1ec7c ti\u1ebfp th\u1ecb s\u1ea3n ph\u1ea9m l\u00e0 \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Vi\u1ec7c nghi\u00ean c\u1ee9u h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd gi\u00fap c\u00e1c doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch n\u00e0y. V\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng quan tr\u1ecdng nh\u1ea5t \u0111\u1ed1i v\u1edbi c\u00e1c marketers v\u00e0 d\u00e2n kinh doanh, do \u0111\u00f3, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 h\u1ecd ph\u1ea3i xem x\u00e9t h\u1ecd th\u00edch v\u00e0 kh\u00f4ng th\u00edch g\u00ec \u0111\u1ec3 c\u00f3 th\u1ec3 cung c\u1ea5p cho h\u1ecd h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p (Solomon, 2009).<\/p>\n

T\u1ea1i sao ph\u1ea3i nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng? (Ngu\u1ed3n: philymarketinglabs)<\/em><\/p>\n

Qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec c\u00e0ng c\u1ea9n th\u1eadn s\u1ebd gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng d\u1ef1 \u0111o\u00e1n ch\u00ednh x\u00e1c h\u01a1n v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0o. Nghi\u00ean c\u1ee9u v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap ng\u01b0\u1eddi qu\u1ea3n l\u00fd doanh nghi\u1ec7p, nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng v\u00e0 nh\u00e0 ti\u1ebfp th\u1ecb theo trong c\u00e1c l\u0129nh v\u1ef1c sau:<\/p>\n

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  • Thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t c\u00f3 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng \u0111\u1ea7y \u0111\u1ee7 nhu c\u1ea7u v\u00e0 nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/li>\n
  • Quy\u1ebft \u0111\u1ecbnh d\u1ecbch v\u1ee5 ho\u1eb7c s\u1ea3n ph\u1ea9m n\u00ean \u0111\u01b0\u1ee3c cung c\u1ea5p t\u1ea1i \u0111\u00e2u \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn.<\/li>\n
  • Quy\u1ebft \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd s\u1eb5n s\u00e0ng mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00f3.<\/li>\n
  • T\u00ecm ra \u0111\u01b0\u1ee3c ph\u01b0\u01a1ng ph\u00e1p khuy\u1ebfn m\u00e3i t\u1ed1t nh\u1ea5t s\u1ebd ch\u1ee9ng minh \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m.<\/li>\n
  • Hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea1i sao, khi n\u00e0o, nh\u01b0 th\u1ebf n\u00e0o, nh\u1eefng g\u00ec v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/li>\n<\/ul>\n

    T\u1ea7m quan tr\u1ecdng c\u1ee7a h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb<\/b><\/span><\/h3>\n

    \u1ea2nh h\u01b0\u1edfng c\u1ee7a gia \u0111\u00ecnh \u0111\u1ebfn h\u00e0nh vi ti\u00eau d\u00f9ng (Ngu\u1ed3n: lynda)<\/em><\/p>\n

    Vi\u1ec7c th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb. H\u1ecd ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 m\u1ed9t c\u00e1 nh\u00e2n hay m\u1ed9t\u00a0 nh\u00f3m \u2013 h\u1ecd ch\u1ecdn, mua, d\u00f9ng hay lo\u1ea1i b\u1ecf c\u00e1c s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 n\u00e0o v\u00e0 c\u00e1ch h\u1ecd chia s\u1ebb tr\u1ea3i nghi\u1ec7m \u0111\u00f3 \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a h\u1ecd. Vi\u1ec7c n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nhu c\u1ea7u n\u00e0y c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Solomon, 2009). T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd cho m\u1ed9t nh\u00f3m ng\u01b0\u1eddi ho\u1eb7c c\u00e1 nh\u00e2n m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3.<\/p>\n

    Trong qu\u00e1 kh\u1ee9, m\u1ee5c ti\u00eau h\u00e0ng \u0111\u1ea7u c\u1ee7a c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb l\u00e0 l\u00e0m sao b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u1ebfn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng nhi\u1ec1u nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u1ec3 t\u1ea1o ra l\u1ee3i nhu\u1eadn cao. M\u1ee5c ti\u00eau n\u00e0y ph\u1ea7n n\u00e0o \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c trong qu\u00e1 kh\u1ee9. Nh\u01b0ng gi\u1edd \u0111\u00e2y, khi ng\u01b0\u1eddi d\u00f9ng tr\u1edf n\u00ean kh\u1eaft khe h\u01a1n trong vi\u1ec7c ch\u1ecdn l\u1ef1a v\u00e0 s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, b\u00e0i to\u00e1n c\u1ee7a c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n r\u1ea5t nhi\u1ec1u. Kh\u00f4ng d\u1ec5 \u0111\u1ec3 thu h\u00fat m\u1ed9t ng\u01b0\u1eddi quan t\u00e2m v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, v\u00ec th\u1ebf b\u1ed9 ph\u1eadn Marketing c\u1ee7a c\u00e1c doanh nghi\u1ec7p ph\u1ea3i ngh\u0129 ra m\u1ecdi c\u00e1ch \u0111\u1ec3 bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean h\u1ea5p d\u1eabn tr\u00ean th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, tr\u01b0\u1edbc \u0111\u00f3 h\u1ecd ph\u1ea3i nghi\u00ean c\u1ee9u r\u00f5 v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111\u1ec3 thuy\u1ebft ph\u1ee5c h\u1ecd quan t\u00e2m v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n

    V\u00ed d\u1ee5 v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h2>\n

    H\u00e0nh vi mua h\u00e0ng \u0111a d\u1ea1ng ch\u1ee7ng lo\u1ea1i h\u00e0ng<\/strong>: v\u00ed d\u1ee5 d\u1ec5 th\u1ea5y nh\u1ea5t trong cu\u1ed9c s\u1ed1ng th\u01b0\u1eddng ng\u00e0y c\u00e1c m\u1eb7t h\u00e0ng v\u1ec1 x\u00e0 ph\u00f2ng, d\u1ea7u g\u1ed9i. \u0110a s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng mua v\u00e0 s\u1edf h\u1eefu nhi\u1ec1u lo\u1ea1i x\u00e0 ph\u00f2ng t\u1eeb c\u00e1c h\u00e3ng kh\u00e1c nhau v\u00e0 th\u01b0\u1eddng s\u1eed d\u1ee5ng \u0111\u1ed3ng th\u1eddi nhi\u1ec1u lo\u1ea1i trong c\u00f9ng m\u1ed9t kho\u1ea3ng th\u1eddi gian li\u1ec1n nhau.<\/p>\n

    H\u00e0nh vi mua h\u00e0ng ph\u1ee9c t\u1ea1p:<\/strong>\u00a0H\u00e0nh vi mua h\u00e0ng n\u00e0y th\u01b0\u1eddng xuy\u00ean x\u1ea3y ra trong c\u00e1c ng\u00e0nh h\u00e0ng c\u00f4ng ngh\u1ec7, k\u1ef9 thu\u1eadt \u0111i\u1ec7n t\u1eed,\u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng trung ni\u00ean, cao tu\u1ed5i. H\u1ecd th\u01b0\u1eddng d\u00e0nh nhi\u1ec1u th\u1eddi gian cho vi\u1ec7c t\u00ecm hi\u1ec3u, so s\u00e1nh t\u00ednh n\u0103ng, gi\u00e1 c\u1ea3 gi\u1eefa nhi\u1ec1u m\u00f3n h\u00e0ng v\u00e0 ch\u1ec9 quy\u1ebft \u0111\u1ecbnh mua sau khi v\u1ea5n \u0111\u1ec1 lo ng\u1ea1i \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o.<\/p>\n

    H\u00e0nh vi mua h\u00e0ng ch\u1ea5p nh\u1eadn th\u1ecfa hi\u1ec7p<\/strong>: V\u00ed d\u1ee5 v\u1ec1 h\u00e0nh i kh\u00e1ch h\u00e0ng \u0111i\u1ec3n h\u00ecnh nh\u1ea5t v\u1ec1 kh\u00e1ch h\u00e0ng c\u00f3 h\u00e0nh vi mua th\u1ecfa hi\u1ec7p l\u00e0 trong ng\u00e0nh d\u1ecbch v\u1ee5 nh\u01b0 du l\u1ecbch, b\u1ea3o hi\u1ec3m, y t\u1ebf\u2026\u0110\u1eb7c tr\u01b0ng c\u1ee7a ng\u00e0nh h\u00e0ng n\u00e0y l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ddfeu phi v\u1eadt ch\u1ea5t, khi\u1ebfn cho kh\u00e1ch h\u00e0ng ch\u1ec9 co th\u1ec3 h\u00ecnh dung \u0111\u01b0\u1ee3c m\u00e0 kh\u00f4ng \u0111\u01b0\u1ee3c ki\u1ec3m tra, th\u1eed tr\u1ef1c ti\u1ebfp.<\/p>\n

    H\u00e0nh vi mua h\u00e0ng theo th\u00f3i quen c\u1ee7a b\u1ea3n th\u00e2n<\/strong>: V\u00ed d\u1ee5 d\u1ec5 nh\u1eadn th\u1ea5y nh\u1ea5t \u0111i\u1ec3n h\u00ecnh nh\u01b0 kem \u0111\u00e1nh r\u0103ng, th\u1ef1c ph\u1ea9m, \u0111\u1ed3 \u0103n v\u1eb7t, gia v\u1ecb\u2026th\u01b0\u1eddng s\u1ebd khi\u1ebfn kh\u00e1ch h\u00e0ng m\u1ea5t qu\u00e1 kh\u00f4ng qu\u00e1 nhi\u1ec1u th\u1eddi gian ch\u1ecdn l\u1ef1a, hay ph\u1ea3i nghi\u00ean c\u1ee9u tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh mua.<\/p>\n

    C\u00e1c ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/b><\/span><\/h2>\n

    C\u00e1c c\u00f4ng ty th\u01b0\u1eddng d\u00f9ng c\u00e1c ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 nhu c\u1ea7u c\u0169ng nh\u01b0 ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd. B\u1ea5t c\u1ee9 khi n\u00e0o c\u00f4ng ty th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi, hay th\u1eadm ch\u00ed l\u00e0 tinh ch\u1ec9nh l\u1ea1i d\u00f2ng s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i ho\u1eb7c l\u00ean k\u1ebf ho\u1ea1ch cho chi\u1ebfn d\u1ecbch Marketing m\u1edbi, vi\u1ec7c thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd gi\u00fap c\u00e1c c\u00f4ng ty nh\u1eafm m\u1ee5c ti\u00eau \u0111\u00fang h\u01a1n.<\/p>\n

    C\u00f4ng c\u1ee5 nghi\u00ean c\u1ee9u h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Ngu\u1ed3n: linkedIn)<\/em><\/p>\n

    D\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch quan, ch\u1eb3ng h\u1ea1n nh\u01b0 th\u1ed1ng k\u00ea v\u1ec1 th\u00f3i quen mua h\u00e0ng ho\u1eb7c ch\u1ee7 quan l\u00e0 \u00fd ki\u1ebfn \u200b\u200bc\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c m\u1ed9t v\u1ea5n \u0111\u1ec1 n\u00e0o \u0111\u00f3. C\u00e1c c\u00f4ng ty trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c nhau \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin v\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t h\u1ed3 s\u01a1 \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 4 ph\u01b0\u01a1ng th\u1ee9c ph\u1ed5 bi\u1ebfn nh\u1ea5t m\u00e0 c\u00e1c b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o:<\/p>\n

    B\u1ea3ng c\u00e2u h\u1ecfi v\u00e0 kh\u1ea3o s\u00e1t<\/b><\/span><\/h3>\n

    C\u00e1c kh\u1ea3o s\u00e1t v\u00e0 b\u1ea3ng c\u00e2u h\u1ecfi kh\u00e1c nhau v\u1ec1 l\u01b0\u1ee3ng th\u00f4ng tin h\u1ecd c\u00f3 th\u1ec3 cung c\u1ea5p. M\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t th\u01b0\u1eddng kh\u00e1 ng\u1eafn v\u00e0 chung chung. B\u1ea3ng c\u00e2u h\u1ecfi th\u00ec c\u00f3 xu h\u01b0\u1edbng d\u00e0i h\u01a1n v\u00e0 y\u00eau c\u1ea7u th\u00f4ng tin chi ti\u1ebft h\u01a1n. M\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t th\u00f4ng th\u01b0\u1eddng s\u1ebd bao g\u1ed3m m\u1ed9t cu\u1ed9c \u0111i\u1ec7n tho\u1ea1i ng\u1eafn ho\u1eb7c m\u1ed9t v\u00e0i c\u00e2u h\u1ecfi th\u0103m d\u00f2 tr\u00ean Internet. C\u00e1c kh\u1ea3o s\u00e1t v\u00e0 b\u1ea3ng c\u00e2u h\u1ecfi s\u1ebd \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u kh\u00e1ch quan, ch\u1eb3ng h\u1ea1n nh\u01b0 h\u1ecfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 mua ho\u1eb7c s\u1eed d\u1ee5ng m\u1ed9t m\u1eb7t h\u00e0ng n\u00e0o \u0111\u00f3 bao nhi\u00eau l\u1ea7n r\u1ed3i, hay kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1c v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty. T\u1ea5t nhi\u00ean, v\u1edbi c\u00e1ch n\u00e0y, c\u00e1c c\u00f4ng ty doanh nghi\u1ec7p th\u01b0\u1eddng kh\u00f4ng th\u1ec3 n\u00e0o x\u00e1c minh \u0111\u01b0\u1ee3c nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi\/kh\u1ea3o s\u00e1t \u0111ang tr\u1ea3 l\u1eddi trung th\u1ef1c hay kh\u00f4ng.<\/p>\n

    Nh\u00f3m t\u1eadp trung v\u00e0 ph\u1ecfng v\u1ea5n<\/b><\/span><\/h3>\n

    Ph\u01b0\u01a1ng ph\u00e1p nh\u00f3m t\u1eadp trung (focus group) c\u00f3 ngh\u0129a l\u00e0 thu th\u1eadp th\u00f4ng tin t\u1eeb m\u1ed9t nh\u00f3m ng\u01b0\u1eddi nh\u1ea5t \u0111\u1ecbnh. M\u1ed9t cu\u1ed9c nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u00ean nhi\u1ec1u nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau v\u1ec1 \u0111\u1ed9 tu\u1ed5i\/ gi\u1edbi t\u00ednh\/ s\u1edf th\u00edch,\u2026 C\u00e1c c\u00f4ng ty s\u1ebd t\u00ecm ki\u1ebfm v\u00e0 t\u1eadp h\u1ee3p nh\u1eefng nh\u00f3m ng\u01b0\u1eddi n\u00e0y v\u00e0 cho h\u1ecd xem m\u1ed9t \u0111o\u1ea1n qu\u1ea3ng c\u00e1o v\u1ec1 s\u1ea3n ph\u1ea9m chu\u1ea9n b\u1ecb ra m\u1eaft, hay tr\u1ea3i nghi\u1ec7m m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 xem h\u1ecd b\u00e0y t\u1ecf \u00fd ki\u1ebfn ra sao, ho\u1eb7c h\u1ecd c\u00f3 th\u1ec3 chia s\u1ebb \u00fd ki\u1ebfn v\u1ec1 m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1. C\u00e1ch l\u00e0m n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c nhi\u1ec1u c\u00f4ng ty doanh nghi\u1ec7p tr\u00ean th\u1ebf gi\u1edbi, thu\u1ed9c nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau \u00e1p d\u1ee5ng. Nh\u1eefng \u0111o\u1ea1n phim ng\u1eafn quay l\u1ea1i ph\u1ea3n \u1ee9ng ch\u00e2n th\u1ef1c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng c\u0169ng thu h\u00fat nhi\u1ec1u l\u01b0\u1ee3t ph\u1ea3n h\u1ed3i t\u1eeb c\u00f4ng ch\u00fang.<\/p>\n

    H\u00ecnh th\u1ee9c ph\u1ecfng v\u1ea5n c\u0169ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p tr\u00ean, nh\u01b0ng ng\u01b0\u1eddi \u0111i\u1ec1u ph\u1ed1i ph\u1ea3i l\u00e0m vi\u1ec7c v\u1edbi t\u1eebng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c nhau \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ph\u1ea3n \u1ee9ng c\u1ee7a h\u1ecd v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m hay \u00fd t\u01b0\u1edfng n\u00e0o \u0111\u00f3. C\u1ea3 hai ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng n\u00e0y \u0111\u1ec1u gi\u00fap c\u00e1c doanh nghi\u1ec7p thu th\u1eadp \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u th\u00f4ng tin quan tr\u1ecdng gi\u00fap \u00edch cho k\u1ebf ho\u1ea1ch Marketing sau n\u00e0y.<\/p>\n

    Nghi\u00ean c\u1ee9u v\u1ec1 v\u0103n h\u00f3a, t\u1eadp t\u1ee5c
    \n<\/b><\/span><\/h3>\n

    Nghi\u00ean c\u1ee9u v\u1ec1 v\u0103n h\u00f3a, t\u1eadp t\u1ee5c c\u1ee7a kh\u00e1ch h\u00e0ng (Ngu\u1ed3n: peritas)<\/em><\/p>\n

    \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c \u0111\u01b0\u1ee3c cho l\u00e0 \u0111em \u0111\u1ebfn m\u1ed9t g\u00f3c nh\u00ecn s\u00e2u s\u1eafc h\u01a1n v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nghi\u00ean c\u1ee9u v\u1ec1 v\u0103n h\u00f3a l\u00e0 nh\u00ecn v\u00e0o l\u1ed1i s\u1ed1ng v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng h\u00e0ng ng\u00e0y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. R\u00f5 r\u00e0ng, m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty c\u00f3 th\u1ec3 ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n nh\u1ecf trong cu\u1ed9c s\u1ed1ng c\u1ee7a m\u1ed7i ng\u01b0\u1eddi. V\u00ec th\u1ebf, nghi\u00ean c\u1ee9u v\u0103n h\u00f3a, t\u1eadp t\u1ee5c c\u1ea7n t\u1ed1n nhi\u1ec1u th\u1eddi gian h\u01a1n cho c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 th\u00f3i quen v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd v\u1edbi m\u1ed7i v\u1eadt ph\u1ea9m h\u1ecd d\u00f9ng trong cu\u1ed9c s\u1ed1ng h\u1eb1ng ng\u00e0y. Lo\u1ea1i nghi\u00ean c\u1ee9u h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y r\u1ea5t t\u1ed1n th\u1eddi gian, c\u00f4ng s\u1ee9c v\u00e0 ti\u1ec1n b\u1ea1c; \u0111\u1ed3ng th\u1eddi c\u00f3 th\u1ec3 mang t\u00ednh x\u00e2m ph\u1ea1m cu\u1ed9c s\u1ed1ng ri\u00eang t\u01b0 c\u1ee7a ng\u01b0\u1eddi kh\u00e1c. \u0110i\u1ec1u \u0111\u00f3 \u0111\u00f2i h\u1ecfi b\u00ean th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u ph\u1ea3i c\u00f3 kh\u1ea3 n\u0103ng gi\u1ea3i th\u00edch c\u00e1c giao ti\u1ebfp b\u1eb1ng ng\u00f4n ng\u1eef l\u1eabn phi ng\u00f4n ng\u1eef.<\/p>\n

    Nghi\u00ean c\u1ee9u panel<\/b><\/span><\/h3>\n

    Ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u n\u00e0y c\u0169ng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n trong th\u1eddi gian d\u00e0i, th\u1eadm ch\u00ed l\u00e0 trong nhi\u1ec1u n\u0103m. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u ph\u1ea3i kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean v\u00e0 d\u1eef li\u1ec7u k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c s\u1ebd mang l\u1ea1i m\u1ed9t b\u1ee9c tranh t\u1ed5ng qu\u00e1t v\u1ec1 th\u00f3i quen c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 \u0111\u00e3 thay \u0111\u1ed5i hay duy tr\u00ec nh\u01b0 th\u1ebf n\u00e0o theo th\u1eddi gian. V\u00ed d\u1ee5 ti\u00eau bi\u1ec3u nh\u1ea5t l\u00e0 c\u00e1c b\u1ea3n b\u00e1o c\u00e1o nghi\u00ean c\u1ee9u t\u1eeb Nielsen v\u00e0 Arbitron. V\u1edbi ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u n\u00e0y, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, chi\u1ebfn d\u1ecbch thay \u0111\u1ed5i m\u1eabu m\u00e3 ho\u1eb7c c\u00e1c thay \u0111\u1ed5i kh\u00e1c trong s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty.<\/p>\n

    C\u00e1c y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng khi mua s\u1eafm<\/strong><\/span><\/h2>\n

    Trong m\u1ed9t ng\u00e0y, th\u00ec ng\u01b0\u1eddi ti\u00eau \u0111\u1ed1i m\u1eb7t v\u1edbi r\u1ea5t nhi\u1ec1u quy\u1ebft \u0111\u1ecbnh mua s\u1eafm. Tuy nhi\u00ean, h\u1ecd x\u1eed l\u00fd nh\u1eefng quy\u1ebft \u0111\u1ecbnh n\u00e0y kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng gi\u1ed1ng nhau. M\u1ed9t s\u1ed1 quy\u1ebft \u0111\u1ecbnh c\u00f3 t\u00ednh ph\u1ee9c t\u1ea1p h\u01a1n nhi\u1ec1u so v\u1edbi nh\u1eefng quy\u1ebft \u0111\u1ecbnh kh\u00e1c, do \u0111\u00f3 \u0111\u00f2i h\u1ecfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i n\u1ed7 l\u1ef1c h\u01a1n. Tuy nhi\u00ean, khi nghi\u00ean c\u1ee9u k\u1ef9 c\u00e1c y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn qu\u00e1 tr\u00ecnh \u0111\u00f3, v\u1eabn c\u00f3 th\u1ec3 tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi v\u00ec sao kh\u00e1ch h\u00e0ng mua m\u00f3n h\u00e0ng n\u00e0y v\u00e0 v\u00ec sao kh\u00f4ng.<\/p>\n

    Tr\u01b0\u1edbc ti\u00ean, mua s\u1eafm l\u00e0 h\u00e0nh vi \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a ban th\u00e2n ho\u1eb7c nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan \u0111\u1ebfn h\u1ecd. \u0110\u00f3 l\u00e0 nh\u1eefng nhu c\u1ea7u c\u01a1 b\u1ea3n h\u00e0ng ng\u00e0y hay \u0111\u01a1n gi\u1ea3n ch\u1ec9 l\u00e0 \u0111\u01b0\u1ee3c s\u1edf h\u1eefu, nh\u00ecn ng\u1eafm hay ph\u00f4 tr\u01b0\u01a1ng b\u1ea5t k\u1ef3 th\u1ee9 g\u00ec h\u1ecd mu\u1ed1n v\u00e0 ao \u01b0\u1edbc.<\/p>\n

    Nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? (Ngu\u1ed3n: Marketingland)<\/em><\/p>\n

    Trong giai \u0111o\u1ea1n n\u00e0y, y\u1ebfu t\u1ed1 t\u00e2m l\u00fd n\u1ed9i t\u1ea1i nh\u01b0 \u0111\u1ed9ng c\u01a1 mua s\u1eafm, nh\u1eadn th\u1ee9c, ni\u1ec1m tin v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a m\u1ed7i c\u00e1 nh\u00e2n t\u00e1c \u0111\u1ed9ng r\u1ea5t l\u1edbn \u0111\u1ebfn nhu c\u1ea7u v\u00e0 \u00fd \u0111\u1ecbnh mua s\u1eafm. C\u00e1c y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n kh\u00e1c nh\u01b0 tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, ngh\u1ec1 nghi\u1ec7p, ho\u00e0n c\u1ea3nh kinh t\u1ebf, phong c\u00e1ch s\u1ed1ng, v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 b\u1ed1i c\u1ea3nh nh\u01b0 gia \u0111\u00ecnh, vai tr\u00f2 v\u00e0 \u0111\u1ecba v\u1ecb x\u00e3 h\u1ed9i, n\u1ec1n t\u1ea3ng v\u0103n h\u00f3a, khu v\u1ef1c \u0111\u1ecba l\u00fd\u2026 c\u0169ng \u0111\u00f3ng g\u00f3p v\u00e0o quy\u1ebft \u0111\u1ecbnh v\u00e0 h\u00e0nh vi mua s\u1eafm c\u1ee7a m\u1ed7i c\u00e1 nh\u00e2n.<\/p>\n

    Th\u1ebf nh\u01b0ng trong th\u1eddi \u0111\u1ea1i c\u1ee7a th\u00f4ng tin hi\u1ec7n nay, c\u00e1c nh\u00f3m tham kh\u1ea3o l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 nh\u1eefng Marketer c\u1ea7n l\u01b0u \u00fd. Nh\u1eefng review t\u1eeb ng\u01b0\u1eddi quen c\u1ee7a h\u1ecd ch\u1eafc ch\u1eafn s\u1ebd t\u00e1c \u0111\u1ed9ng l\u1edbn \u0111\u1ebfn suy ngh\u0129 mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nh\u1eefng t\u00e1c nh\u00e2n n\u00e0y c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb qu\u1ea3ng c\u00e1o, marketing Word of mouth, nh\u1eefng ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn suy ngh\u0129 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi xung quanh (opinion leaders), nh\u01b0 chuy\u00ean gia trong m\u1ed9t l\u0129nh v\u1ef1c n\u00e0o \u0111\u00f3, nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng, ng\u01b0\u1eddi c\u1ee7a c\u00f4ng ch\u00fang\u2026<\/p>\n

    Th\u1ea5u hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng \u2013 \u201cch\u00eca kh\u00f3a\u201d ng\u1eafn nh\u1ea5t \u0111\u1ec3 \u0111i t\u1edbi th\u00e0nh c\u00f4ng<\/strong><\/span><\/h2>\n

    Vi\u1ec7c th\u1ea5u hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec gi\u00fap doanh nghi\u1ec7p n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c t\u00e2m l\u00fd c\u0169ng nh\u01b0 khuynh h\u01b0\u1edbng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. Tr\u00ean c\u01a1 s\u1edf \u0111\u00f3, doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p, \u0111\u1ec1 ra chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3, x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n

    C\u00f3 th\u1ec3 n\u00f3i nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 nh\u1eefng g\u00ec m\u00e0 doanh nghi\u1ec7p b\u1eaft bu\u1ed9c ph\u1ea3i l\u00e0m \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng cho m\u00ecnh. C\u00e1c Marketer hi\u1ec3u r\u1eb1ng n\u1ebfu mu\u1ed1n bi\u1ebft \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh mu\u1ed1n g\u00ec th\u00ec h\u00e3y \u201ck\u1ebft th\u00e2n\u201d v\u1edbi h\u1ecd, l\u00e0m m\u1ecdi c\u00e1ch \u0111\u00e1nh v\u00e0o \u201ctouch point\u201d \u0111\u1ec3 h\u1ecd ph\u1ea3i b\u1ecf ti\u1ec1n ra mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n

    So s\u00e1nh h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi h\u00e0nh vi mua c\u1ee7a t\u1ed5 ch\u1ee9c (Ngu\u1ed3n:\u00a0Bannersnack blog)<\/span><\/em><\/p>\n

    Khi nghi\u00ean c\u1ee9u nh\u1eefng d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng trong qu\u00e1 kh\u1ee9, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 \u01b0\u1edbc l\u01b0\u1ee3ng v\u00e0 d\u1ef1 b\u00e1o \u0111\u01b0\u1ee3c doanh s\u1ed1 c\u1ee7a c\u00f4ng ty trong t\u01b0\u01a1ng lai, c\u0169ng nh\u01b0 c\u00f3 c\u01a1 h\u1ed9i hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u00e1ch m\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng t\u00e1c nh\u00e2n b\u00ean ngo\u00e0i. C\u0169ng th\u00f4ng qua\u00a0nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng<\/strong>, doanh nghi\u1ec7p s\u1ebd c\u00f3 ph\u01b0\u01a1ng th\u1ee9c \u0111\u1ecbnh gi\u00e1 ph\u00f9 h\u1ee3p, \u0111\u1eb7c bi\u1ec7t t\u00ecm ra nh\u1eefng m\u1ee9c gi\u00e1 m\u00e0 kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3. H\u01a1n n\u1eefa, vi\u1ec7c hi\u1ec3u bi\u1ebft th\u00f3i quen mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u1ecba \u0111i\u1ec3m, th\u1eddi gian, c\u00e1ch th\u1ee9c cung \u1ee9ng s\u1ea3n ph\u1ea9m \u0111\u1ebfn tay h\u1ecd m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\n

    6 b\u01b0\u1edbc nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/b><\/span><\/h2>\n

    \u0110\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p, h\u00e0nh tr\u00ecnh nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng s\u1ebd tr\u1ea3i qua nh\u1eefng b\u01b0\u1edbc kh\u00e1c nhau t\u00f9y thu\u1ed9c v\u00e0o th\u1ecb tr\u01b0\u1eddng c\u0169ng nh\u01b0 ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Nh\u01b0ng v\u1ec1 c\u01a1 b\u1ea3n, h\u1ea7u h\u1ebft c\u00e1c doanh ngh\u1ec7p sau khi \u0111\u00e3 t\u00ecm hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec \u0111\u1ec1u s\u1ebd ph\u1ea3i tr\u1ea3i qua 6 b\u01b0\u1edbc d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

    1. Ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/b><\/span><\/h3>\n

    Ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u2013 Customer profile l\u00e0 g\u00ec \u2013\u00a0 Customer profile l\u00e0 g\u00ec (Ngu\u1ed3n: Internet)<\/em><\/p>\n

    B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong vi\u1ec7c ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0\u00a0ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng<\/strong>\u00a0m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p. Khi ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch, c\u00e1c doanh nghi\u1ec7p n\u00ean ch\u00fa tr\u1ecdng v\u00e0o c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng. Xem x\u00e9t c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc nh\u01b0 gi\u1edbi t\u00ednh, tu\u1ed5i t\u00e1c v\u00e0 \u0111\u1ecba \u0111i\u1ec3m, v\u00e0 \u0111\u1eebng qu\u00ean c\u00e1c xu h\u01b0\u1edbng t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean Internet nh\u01b0 xu h\u01b0\u1edbng ho\u1ea1t \u0111\u1ed9ng tr\u00ean c\u00e1c website, c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng y\u00eau th\u00edch v\u00e0 th\u00f3i quen mua s\u1eafm tr\u1ef1c tuy\u1ebfn.<\/p>\n

    Ch\u1eafc ch\u1eafn c\u00e1c doanh nghi\u1ec7p s\u1ebd mu\u1ed1n ph\u00e2n t\u00edch r\u00f5 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng \u0111em l\u1ea1i gi\u00e1 tr\u1ecb nhi\u1ec1u nh\u1ea5t cho doanh nghi\u1ec7p. C\u00f3 m\u1ed9t c\u00e1ch \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y l\u00e0 th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch theo m\u00f4 h\u00ecnh RFM (Recency \u2013 Frequency \u2013 Monetary model), \u0111\u1ec3 ph\u00e1c th\u1ea3o \u0111\u01b0\u01a1c m\u1ee9c \u0111\u1ed9 g\u1ea7n \u0111\u00e2y v\u00e0 t\u1ea7n su\u1ea5t kh\u00e1ch h\u00e0ng mua h\u00e0ng t\u1eeb doanh nghi\u1ec7p b\u1ea1n. M\u1ed9t c\u00e1ch kh\u00e1c \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y \u0111\u1ec3 \u01b0\u1edbc t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (Customer Lifetime Value \u2013 CLV). Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u01b0a ra c\u00e1c s\u1ed1 li\u1ec7u v\u1ec1 tu\u1ed5i th\u1ecd c\u1ee7a kh\u00e1ch h\u00e0ng, gi\u00e1 tr\u1ecb mua h\u00e0ng v\u00e0 t\u1ef7 l\u1ec7 t\u1ea7n su\u1ea5t, sau \u0111\u00f3 x\u00e1c \u0111\u1ecbnh doanh thu m\u00e0 c\u00f4ng ty c\u00f3 th\u1ec3 k\u1ef3 v\u1ecdng t\u1eeb kh\u00e1ch h\u00e0ng. T\u1ea5t c\u1ea3 nh\u1eefng th\u00f4ng tin n\u00e0y s\u1ebd cung c\u1ea5p cho b\u1ea1n m\u1ed9t b\u1ee9c tranh \u0111\u1ecbnh l\u01b0\u1ee3ng v\u1ec1 m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a t\u1ec7p kh\u00e1ch h\u00e0ng trung th\u00e0nh \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n

    2. X\u00e1c \u0111\u1ecbnh l\u1ee3i \u00edch ch\u00ednh cho m\u1ed7i nh\u00f3m<\/b><\/span><\/h3>\n

    Nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng \u2013 X\u00e1c \u0111\u1ecbnh l\u1ee3i \u00edch ch\u00ednh cho m\u1ed7i nh\u00f3m (Ngu\u1ed3n: Internet)<\/em><\/p>\n

    M\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u1ec1u s\u1ebd c\u00f3 l\u00fd do ri\u00eang \u0111\u1ec3 ch\u1ecdn d\u00f9ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t doanh nghi\u1ec7p n\u00e0o \u0111\u00f3 v\u00e0 b\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh l\u00fd do \u0111\u00f3 l\u00e0 g\u00ec. Kh\u00f4ng ch\u1ec9 nh\u00ecn v\u00e0o s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u n\u00ean xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a kh\u00e1ch h\u00e0ng hay kh\u00f4ng. V\u00ed d\u1ee5, vi\u1ec7c mua h\u00e0ng \u1edf th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 c\u00f3 thu\u1eadn ti\u1ec7n \u0111\u1ed1i v\u1edbi h\u1ecd? Hay kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng \u0111\u00f3 sau khi ch\u1ee7 \u0111\u1ed9ng t\u00ecm hi\u1ec3u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n? Vi\u1ec7c mua h\u00e0ng c\u00f3 di\u1ec5n ra c\u1ea5p b\u00e1ch kh\u00f4ng? V\u00e0 kh\u00e1ch h\u00e0ng mu\u1ed1n chi bao nhi\u00eau cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n? Ngh\u0129 k\u1ef9 h\u01a1n v\u1ec1 b\u1ed1i c\u1ea3nh nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap b\u1ea1n t\u00ecm ra n\u01a1i b\u1ea1n c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    3. Ph\u00e2n b\u1ed5 d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng<\/b><\/span><\/h3>\n

    Hai b\u01b0\u1edbc tr\u00ean gi\u00fap c\u00e1c doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh, nh\u01b0ng b\u01b0\u1edbc ti\u1ebfp theo n\u00e0y s\u1ebd gi\u00fap c\u00e1c doanh nghi\u1ec7p l\u1ea5y \u0111\u01b0\u1ee3c th\u00f4ng tin c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ecbnh l\u01b0\u1ee3ng v\u1ec1 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 l\u1ea5y th\u00f4ng tin t\u1eeb c\u1ea3 ngu\u1ed3n b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i. \u0110i\u1ec1u n\u00e0y \u0111\u1ea3m b\u1ea3o b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t b\u1ee9c tranh ho\u00e0n ch\u1ec9nh v\u1ec1 c\u1ea3 xu h\u01b0\u1edbng kh\u00e1ch h\u00e0ng vi m\u00f4 v\u00e0 v\u0129 m\u00f4.<\/p>\n

    D\u1eef li\u1ec7u \u0111\u01b0\u1ee3c l\u1ea5y t\u1eeb c\u00f4ng ty c\u00f3 th\u1ec3 li\u00ean quan \u0111\u1ebfn c\u00e1c s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea nh\u01b0 d\u1eef li\u1ec7u \u0111\u0103ng k\u00fd blog,\u00a0insight<\/strong>\u00a0t\u1eeb m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c b\u00e1o c\u00e1o s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m. C\u00e1c c\u1eeda h\u00e0ng th\u1ee9 c\u1ea5p l\u00e0 n\u01a1i c\u00f3 th\u1ec3 cung c\u1ea5p nh\u1eefng d\u1eef li\u1ec7u nh\u01b0 \u0111\u00e1nh gi\u00e1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. D\u1eef li\u1ec7u c\u1ee7a b\u00ean th\u1ee9 ba th\u01b0\u1eddng kh\u00f4ng d\u00e0nh nghi\u00ean c\u1ee9 m\u1ed9t c\u00f4ng ty c\u1ee5 th\u1ec3 m\u00e0 ch\u1ec9 cung c\u1ea5p s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea chung c\u1ee7a to\u00e0n b\u1ed9 ng\u00e0nh. Th\u00f4ng qua s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a c\u1ea3 ba, b\u1ea1n s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng th\u00f4ng tin tr\u00ean ph\u1ea1m vi r\u1ed9ng \u0111\u1ec3 qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng di\u1ec5n ra thu\u1eadn l\u1ee3i h\u01a1n.<\/p>\n

    4. So s\u00e1nh d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng v\u00e0 \u0111\u1ecbnh t\u00ednh<\/b><\/span><\/h3>\n

    Sau khi \u0111\u00e3 thu th\u1eadp \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 d\u1eef li\u1ec7u, b\u01b0\u1edbc ti\u1ebfp theo l\u00e0 so s\u00e1nh d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng v\u1edbi nhau. \u0110\u1ec3 th\u1ef1c hi\u1ec7n \u0111i\u1ec1u n\u00e0y t\u1ed1t h\u01a1n, h\u00e3y nghi\u00ean c\u1ee9u b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c b\u1ed9 d\u1eef li\u1ec7u tr\u00ean l\u00e0m t\u00e0i li\u1ec7u tham kh\u1ea3o. H\u00e3y nh\u00ecn xem c\u00e1c\u00a0kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong>\u00a0\u0111\u00e3 mua s\u1ea3n ph\u1ea9m g\u00ec, khi n\u00e0o h\u1ecd mua n\u00f3 v\u00e0 mua \u1edf \u0111\u00e2u. T\u1ef7 l\u1ec7 h\u1ecd quay l\u1ea1i mua h\u00e0ng l\u00e0 bao nhi\u00eau? B\u1eb1ng c\u00e1ch so s\u00e1nh hai b\u1ed9 d\u1eef li\u1ec7u v\u1edbi tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd hi\u1ec3u chi ti\u1ebft h\u01a1n v\u1ec1 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    Sau khi so s\u00e1nh c\u00e1c d\u1eef li\u1ec7u v\u1edbi b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 r\u00fat ra k\u1ebft lu\u1eadn v\u1ec1 m\u1ed9t s\u1ed1 xu h\u01b0\u1edbng \u0111\u1ecbnh k\u1ef3. Ph\u00e2n t\u00edch v\u1ec1 nh\u1eefng r\u00e0o c\u1ea3n c\u1ee7a kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean c\u00e1c giai \u0111o\u1ea1n v\u00f2ng \u0111\u1eddi kh\u00e1c nhau \u1edf tr\u00ean v\u00e0 \u0111\u1eebng qu\u00ean l\u01b0u \u00fd c\u00e1c h\u00e0nh vi \u0111\u1ed9c \u0111\u00e1o c\u1ee7a b\u1ea5t k\u1ef3 lo\u1ea1i kh\u00e1ch h\u00e0ng n\u00e0o. \u0110\u1eb7c bi\u1ec7t l\u01b0u \u00fd v\u1edbi t\u1ec7p kh\u00e1ch h\u00e0ng \u0111em l\u1ea1i gi\u00e1 tr\u1ecb cao cho doanh nghi\u1ec7p v\u00e0 ch\u1ea5p nh\u1eadn, \u201cchi\u1ec1u l\u00f2ng\u201d v\u1edbi b\u1ea5t k\u1ef3 h\u00e0nh vi mua h\u00e0ng n\u1ed5i b\u1eadt n\u00e0o c\u1ee7a h\u1ecd.<\/p>\n

    5. \u00c1p d\u1ee5ng ph\u00e2n t\u00edch tr\u00ean cho m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3<\/b><\/span><\/h3>\n

    Ph\u00e2n t\u00edch h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean cho m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3 (Ngu\u1ed3n: medium)<\/em><\/p>\n

    Sau khi \u0111\u00e3 t\u00ecm hi\u1ec3u xong v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec, \u0111\u00e3 \u0111\u1ebfn l\u00fac b\u1ea1n \u00e1p d\u1ee5ng k\u1ebft qu\u1ea3 \u0111\u00f3 v\u00e0o trong m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3. Nh\u01b0 \u0111\u00e3 n\u00f3i \u1edf tr\u00ean, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a vi\u1ec7c ph\u00e2n ph\u1ed1i n\u1ed9i dung tr\u00ean c\u00e1c k\u00eanh. Vi\u1ec7c ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i t\u1ed1t nh\u1ea5t cho t\u1eebng lo\u1ea1i kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng m\u1ecdi c\u01a1 h\u1ed9i c\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ec3 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd Qu\u00e1 tr\u00ecnh nu\u00f4i d\u01b0\u1ee1ng kh\u00e1ch h\u00e0ng \u2013 m\u1ed9t b\u01b0\u1edbc thu\u1ed9c h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u0169ng s\u1ebd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n n\u1ebfu doanh nghi\u1ec7p bi\u1ebft c\u00e1ch \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng kh\u00f3 kh\u0103n c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch k\u1ecbp th\u1eddi. Nh\u1eefng hi\u1ec3u bi\u1ebft b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb vi\u1ec7c ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd cho b\u1ea1n \u00fd t\u01b0\u1edfng t\u1ed1t v\u1ec1 n\u01a1i b\u1ea1n c\u00f3 th\u1ec3 c\u1eadp nh\u1eadt c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh.<\/p>\n

    V\u00ec v\u1eady, tr\u01b0\u1edbc khi cho ra m\u1eaft c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, c\u00e1c doanh nghi\u1ec7p n\u00ean s\u1eed d\u1ee5ng c\u00e1c b\u00e0i ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem kh\u00e1ch h\u00e0ng s\u1ebd ngh\u0129 g\u00ec v\u1ec1 nh\u1eefng thay \u0111\u1ed5i n\u00e0y. Kh\u00e1ch h\u00e0ng l\u00e0 nh\u1eefng ng\u01b0\u1eddi th\u01b0\u1eddng \u0111i theo m\u1ed9t th\u00f3i quen nh\u1ea5t \u0111\u1ecbnh v\u00e0 m\u1ed9t s\u1ed1 ng\u01b0\u1eddi th\u1eadm ch\u00ed c\u00f2n kh\u00f4ng ch\u1ea5p nh\u1eadn s\u1ef1 thay \u0111\u1ed5i c\u1ee7a doanh nghi\u1ec7p d\u00f9 thay \u0111\u1ed5i \u0111\u00f3 l\u00e0 m\u1ed9t \u0111i\u1ec1u t\u1ed1t. Nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y c\u00f3 xu h\u01b0\u1edbng trung th\u00e0nh l\u00e2u d\u00e0i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, v\u00ec v\u1eady b\u1ea1n \u0111\u1eebng d\u1ec5 d\u00e0ng \u0111\u1ec3 m\u1ea5t h\u1ecd nh\u00e9! H\u00e3y xem x\u00e9t c\u00e1c ph\u01b0\u01a1ng th\u1ee9c kh\u00e1c nhau m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u00f3 \u0111\u1ebfn h\u1ecd v\u00e0 \u0111\u1eebng qu\u00ean ti\u1ebfp nh\u1eadn m\u1ecdi \u00fd ki\u1ebfn c\u1ee7a h\u1ecd.<\/p>\n

    6. Ph\u00e2n t\u00edch k\u1ebft qu\u1ea3<\/b><\/span><\/h3>\n

    Sau khi \u0111\u00e3 d\u00e0nh nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 th\u1eed nghi\u1ec7m, c\u00e1c doanh nghi\u1ec7p n\u00e0o c\u0169ng mong mu\u1ed1n bi\u1ebft xem li\u1ec7u nh\u1eefng thay \u0111\u1ed5i c\u1ee7a m\u00ecnh c\u00f3 \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 hay kh\u00f4ng. S\u1eed d\u1ee5ng c\u00e1c s\u1ed1 li\u1ec7u nh\u01b0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, chi ph\u00ed mua l\u1ea1i v\u00e0 gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u1ed5i m\u1edbi c\u1ee7a b\u1ea1n. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1ea1n ph\u1ea3i th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch k\u1ebft qu\u1ea3 li\u00ean t\u1ee5c \u1edf nhi\u1ec1u th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau v\u00ec c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 c\u00f4ng ngh\u1ec7, ch\u00ednh tr\u1ecb v\u00e0 s\u1ef1 ki\u1ec7n m\u1edbi s\u1ebd li\u00ean t\u1ee5c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. V\u00ec th\u1ebf, h\u00e3y Xem x\u00e9t l\u1ea1i c\u00e1c ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o b\u1ea1n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1c xu h\u01b0\u1edbng m\u1edbi xu\u1ea5t hi\u1ec7n trong h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    K\u1ebft lu\u1eadn<\/strong><\/p>\n

    Trong th\u1eddi \u0111\u1ea1i c\u1ea1nh tranh kh\u1ed1c li\u1ec7t hi\u1ec7n nay kh\u00e1ch h\u00e0ng \u0111ang \u1edf trung t\u00e2m v\u00e0 nhi\u1ec1u nh\u00e3n h\u00e0ng l\u00e0m m\u1ecdi c\u00e1ch \u0111\u1ec3 thu h\u00fat h\u1ecd ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh. Vi\u1ec7c nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec\u00a0ch\u1eafc ch\u1eafn l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft v\u00e0 l\u00e0 kim ch\u1ec9 nam \u0111\u1ec3 nh\u00e3n h\u00e0ng c\u00f3 th\u1ec3 \u0111\u1ed1i \u0111\u1ea7u v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00e1c.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Trong ho\u1ea1t \u0111\u1ed9ng Marketing th\u00ec nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 s\u1ea3n ph\u1ea9m, gi\u00e1 b\u00e1n, \u0111\u1ecba \u0111i\u1ec3m hay x\u00fac ti\u1ebfn l\u00e0 c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o n\u00ean 1 chi\u1ebfn d\u1ecbch. Th\u1ebf nh\u01b0ng, nh\u01b0 v\u1eady l\u00e0 ch\u01b0a \u0111\u1ee7, vi\u1ec7c l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m hi\u1ec7n \u0111ang l\u00e0 xu h\u01b0\u1edbng c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u1ebfu mu\u1ed1n th\u00e0nh c\u00f4ng v\u00e0 t\u1ea1o […]<\/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\/5716"}],"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=5716"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5716\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5716"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5716"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}