{"id":5722,"date":"2023-11-29T06:26:52","date_gmt":"2023-11-29T06:26:52","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5722"},"modified":"2023-12-15T00:27:26","modified_gmt":"2023-12-15T00:27:26","slug":"4-loai-hanh-vi-cua-nguoi-tieu-dung","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/4-loai-hanh-vi-cua-nguoi-tieu-dung.html","title":{"rendered":"4 Lo\u1ea1i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng"},"content":{"rendered":"
\n

1. \u00dd ngh\u0129a c\u1ee7a h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 g\u00ec?<\/h2>\n<\/div>\n

H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00e1c k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1c quy tr\u00ecnh, c\u00e1c b\u01b0\u1edbc h\u1ecd s\u1eed d\u1ee5ng \u0111\u1ec3 l\u1ef1a ch\u1ecdn, s\u1eed d\u1ee5ng (ti\u00eau th\u1ee5) v\u00e0 lo\u1ea1i b\u1ecf c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5, bao g\u1ed3m c\u00e1c ph\u1ea3n \u1ee9ng v\u1ec1 c\u1ea3m nh\u1eadn, tinh th\u1ea7n v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng k\u1ebft h\u1ee3p c\u00e1c \u00fd t\u01b0\u1edfng t\u1eeb m\u1ed9t s\u1ed1 ng\u00e0nh khoa h\u1ecdc bao g\u1ed3m t\u00e2m l\u00fd h\u1ecdc, sinh h\u1ecdc, h\u00f3a h\u1ecdc v\u00e0 kinh t\u1ebf.<\/p>\n

\n

2. T\u1ea1i sao h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ea1i quan tr\u1ecdng?<\/h2>\n<\/div>\n

Nghi\u00ean c\u1ee9u h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1ea5t quan tr\u1ecdng b\u1edfi v\u00ec c\u00e1ch n\u00e0y c\u00e1c nh\u00e0 marketing c\u00f3 th\u1ec3 hi\u1ec3u nh\u1eefng g\u00ec \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. B\u1eb1ng c\u00e1ch hi\u1ec3u l\u00e0m th\u1ebf n\u00e0o ng\u01b0\u1eddi ti\u00eau d\u00f9ng quy\u1ebft \u0111\u1ecbnh v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, h\u1ecd c\u00f3 th\u1ec3 l\u1ea5p \u0111\u1ea7y kho\u1ea3ng tr\u1ed1ng tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c s\u1ea3n ph\u1ea9m c\u1ea7n thi\u1ebft v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 l\u1ed7i th\u1eddi. Nghi\u00ean c\u1ee9u h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng gi\u00fap c\u00e1c nh\u00e0 marketing quy\u1ebft \u0111\u1ecbnh c\u00e1ch tr\u00ecnh b\u00e0y s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd theo c\u00e1ch t\u1ea1o ra t\u00e1c \u0111\u1ed9ng t\u1ed1i \u0111a \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ho\u1eb7c c\u00e1c nh\u00e0 marketing c\u00f3 th\u1ec3 so s\u00e1nh, ph\u00e2n lo\u1ea1i c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd, thu nh\u1eadp, \u0111\u1ed9 tu\u1ed5i,… kh\u00e1c nhau. Hi\u1ec3u h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 b\u00ed m\u1eadt quan tr\u1ecdng \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n v\u00e0 chuy\u1ec3n \u0111\u1ed5i h\u1ecd \u0111\u1ec3 mua h\u00e0ng t\u1eeb b\u1ea1n.<\/p>\n

Marketer c\u1ea7n c\u00f3 k\u1ebf ho\u1ea1ch kh\u1ea3o s\u00e1t, ph\u1ecfng v\u1ea5n ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eb1ng c\u00e1c c\u00e2u h\u1ecfi \u0111\u1ecbnh l\u01b0\u1ee3ng, \u0111\u1ecbnh t\u00ednh t\u1eeb c\u01a1 b\u1ea3n \u0111\u1ebfn c\u1ee5 th\u1ec3. Sau \u0111\u00f3 t\u1ed5ng h\u1ee3p l\u1ea1i c\u00e1c d\u1eef li\u1ec7u \u0111\u1ec3 r\u00fat ra k\u1ebft lu\u1eadn kh\u00e1i qu\u00e1t v\u00e0 chi ti\u1ebft v\u1ec1 h\u00e0nh vi c\u1ed1t l\u00f5i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/p>\n

T\u1ea1i sao h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng quan tr\u1ecdng?<\/em><\/p>\n

M\u1ed9t ph\u00e2n t\u00edch h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ti\u1ebft l\u1ed9:<\/p>\n

    \n
  • Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ngh\u0129 g\u00ec v\u00e0 h\u1ecd c\u1ea3m th\u1ea5y th\u1ebf n\u00e0o v\u1ec1 c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf kh\u00e1c nhau (nh\u00e3n hi\u1ec7u, s\u1ea3n ph\u1ea9m, phong c\u00e1ch, v.v.);<\/li>\n
  • \u0110i\u1ec1u g\u00ec \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 l\u1ef1a ch\u1ecdn gi\u1eefa c\u00e1c l\u1ef1a ch\u1ecdn kh\u00e1c nhau (suy ngh\u0129, s\u1edf th\u00edch, t\u1eadp t\u1ee5c, \u0111\u1eb3ng c\u1ea5p, \u0111\u1ecba v\u1ecb,…);<\/li>\n
  • H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khi nghi\u00ean c\u1ee9u v\u00e0 mua s\u1eafm;<\/li>\n
  • M\u00f4i tr\u01b0\u1eddng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (b\u1ea1n b\u00e8, gia \u0111\u00ecnh, truy\u1ec1n th\u00f4ng, v.v.) \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a h\u1ecd nh\u01b0 th\u1ebf n\u00e0o.<\/li>\n
  • B\u1ea3n ch\u1ea5t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/li>\n<\/ul>\n

    H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nhau. C\u00e1c nh\u00e0 marketing n\u00ean nghi\u00ean c\u1ee9u c\u00e1c m\u00f4 h\u00ecnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u00ecm ra xu h\u01b0\u1edbng c\u1ee7a ng\u01b0\u1eddi mua. Trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 v\u1edbi nh\u1eefng th\u1ee9 h\u1ecd c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t. V\u1eady \u0111\u00e2u l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 n\u00f3i \u0111\u1ed3ng \u00fd? C\u00f3 ba lo\u1ea1i y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/p>\n

      \n
    • Y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n: l\u1ee3i \u00edch v\u00e0 \u00fd ki\u1ebfn \u200b\u200bc\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u00e2n kh\u1ea9u h\u1ecdc (tu\u1ed5i, gi\u1edbi t\u00ednh, v\u0103n h\u00f3a, v.v.).<\/li>\n
    • Y\u1ebfu t\u1ed1 t\u00e2m l\u00fd: ph\u1ea3n \u1ee9ng c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n \u0111\u1ed1i v\u1edbi th\u00f4ng \u0111i\u1ec7p marketing s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o nh\u1eadn th\u1ee9c v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd.<\/li>\n
    • C\u00e1c y\u1ebfu t\u1ed1 x\u00e3 h\u1ed9i: gia \u0111\u00ecnh, b\u1ea1n b\u00e8, tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, thu nh\u1eadp, t\u1ea5t c\u1ea3 \u0111\u1ec1u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/li>\n<\/ul>\n
      \n

      3. C\u00e1c lo\u1ea1i h\u00e0nh vi ti\u00eau d\u00f9ng<\/h2>\n<\/div>\n

      C\u00f3 b\u1ed1n lo\u1ea1i h\u00e0nh vi ti\u00eau d\u00f9ng ch\u00ednh:<\/p>\n

      \n

      3.1\u00a0H\u00e0nh vi mua h\u00e0ng ph\u1ee9c t\u1ea1p<\/h3>\n<\/div>\n

      Lo\u1ea1i h\u00e0nh vi n\u00e0y g\u1eb7p ph\u1ea3i khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1eaft ti\u1ec1n, kh\u00f4ng th\u01b0\u1eddng xuy\u00ean mua. H\u1ecd tham gia r\u1ea5t nhi\u1ec1u v\u00e0o qu\u00e1 tr\u00ecnh mua h\u00e0ng v\u00e0 nghi\u00ean c\u1ee9u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc khi cam k\u1ebft \u0111\u1ea7u t\u01b0. H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng mua m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, ng\u00f4i nh\u00e0 ho\u1eb7c m\u1ed9t chi\u1ebfc xe h\u01a1i, ng\u01b0\u1eddi mua s\u1ebd c\u1ea7n xem x\u00e9t c\u00e1c ph\u01b0\u01a1ng \u00e1n ph\u00f9 h\u1ee3p kh\u00e1c nhau; \u0111\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 l\u00fd gi\u1ea3i cho m\u1ed9t h\u00e0nh vi mua ph\u1ee9c t\u1ea1p.<\/p>\n

      \n

      3.2\u00a0H\u00e0nh vi mua gi\u1ea3m gi\u00e1<\/h3>\n<\/div>\n

      Ng\u01b0\u1eddi ti\u00eau d\u00f9ng tham gia r\u1ea5t nhi\u1ec1u v\u00e0o qu\u00e1 tr\u00ecnh mua h\u00e0ng nh\u01b0ng g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. “S\u1ef1 h\u1ed7n lo\u1ea1n \u0111\u1ed1i ngh\u1ecbch” c\u00f3 th\u1ec3 x\u1ea3y ra khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng lo l\u1eafng r\u1eb1ng h\u1ecd s\u1ebd h\u1ed1i h\u1eadn v\u1ec1 l\u1ef1a ch\u1ecdn c\u1ee7a m\u00ecnh.<\/p>\n

      H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng b\u1ea1n \u0111ang mua m\u1ed9t m\u00e1y c\u1eaft c\u1ecf. B\u1ea1n s\u1ebd ch\u1ecdn m\u1ed9t c\u00e1i d\u1ef1a tr\u00ean gi\u00e1 c\u1ea3 v\u00e0 s\u1ef1 ti\u1ec7n l\u1ee3i, nh\u01b0ng sau khi mua, b\u1ea1n s\u1ebd t\u00ecm ki\u1ebfm x\u00e1c nh\u1eadn r\u1eb1ng b\u1ea1n \u0111\u00e3 l\u1ef1a ch\u1ecdn \u0111\u00fang.<\/p>\n

      \n

      3.3 H\u00e0nh vi mua theo th\u00f3i quen<\/h3>\n<\/div>\n

      Mua h\u00e0ng theo th\u00f3i quen \u0111\u01b0\u1ee3c \u0111\u1eb7c tr\u01b0ng b\u1edfi th\u1ef1c t\u1ebf l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 r\u1ea5t \u00edt s\u1ef1 tham gia v\u00e0o danh m\u1ee5c s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u. H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng mua s\u1eafm h\u00e0ng t\u1ea1p h\u00f3a: b\u1ea1n \u0111\u1ebfn c\u1eeda h\u00e0ng v\u00e0 mua lo\u1ea1i b\u00e1nh m\u00ec \u01b0a th\u00edch th\u00f4ng th\u01b0\u1eddng b\u1ea1n v\u1eabn mua. B\u1ea1n \u0111ang th\u1ec3 hi\u1ec7n m\u1ed9t m\u00f4 h\u00ecnh th\u00f3i quen, kh\u00f4ng t\u1eadp trung qu\u00e1 nhi\u1ec1u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

      \n

      3.4\u00a0H\u00e0nh vi t\u00ecm ki\u1ebfm s\u1ef1 \u0111a d\u1ea1ng<\/h3>\n<\/div>\n

      Trong t\u00ecnh hu\u1ed1ng n\u00e0y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00e1c kh\u00f4ng ph\u1ea3i v\u00ec h\u1ecd kh\u00f4ng h\u00e0i l\u00f2ng v\u1edbi s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc m\u00e0 v\u00ec h\u1ecd t\u00ecm ki\u1ebfm s\u1ef1 \u0111a d\u1ea1ng, nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi g\u00f3p ph\u1ea7n l\u00e0m m\u1edbi l\u1ea1 “b\u1ed9 s\u01b0u t\u1eadp” s\u1eb5n c\u00f3. Gi\u1ed1ng nh\u01b0 khi b\u1ea1n \u0111ang th\u1eed m\u00f9i h\u01b0\u01a1ng s\u1eefa t\u1eafm m\u1edbi.<\/p>\n

      \n

      4. \u0110i\u1ec1u g\u00ec \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng?<\/h2>\n<\/div>\n

      Nhi\u1ec1u th\u1ee9 c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, nh\u01b0ng c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u1eddng xuy\u00ean nh\u1ea5t bao gi\u1edd c\u0169ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0:<\/p>\n

      \n

      4.1\u00a0Chi\u1ebfn d\u1ecbch marketing<\/h3>\n<\/div>\n

      C\u00e1c chi\u1ebfn d\u1ecbch marketing \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng r\u1ea5t nhi\u1ec1u. N\u1ebfu \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u00fang v\u00e0 th\u01b0\u1eddng xuy\u00ean, v\u1edbi th\u00f4ng \u0111i\u1ec7p marketing \u0111\u00fang, h\u1ecd th\u1eadm ch\u00ed c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng ni\u1ec1m tin, thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c l\u1ef1a ch\u1ecdn c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf n\u00e2ng cao v\u00e0 \u0111\u1eaft ti\u1ec1n h\u01a1n. C\u00e1c chi\u1ebfn d\u1ecbch marketing th\u1eadm ch\u00ed c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 l\u1eddi nh\u1eafc cho c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ea7n \u0111\u01b0\u1ee3c mua th\u01b0\u1eddng xuy\u00ean nh\u01b0ng kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i n\u1eb1m trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng (v\u00ed d\u1ee5 nh\u01b0 b\u1ea3o hi\u1ec3m). M\u1ed9t th\u00f4ng \u0111i\u1ec7p marketing t\u1ed1t c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn mua s\u1eafm th\u00fac \u0111\u1ea9y.<\/p>\n

      \n

      4.2\u00a0\u0110i\u1ec1u ki\u1ec7n kinh t\u1ebf<\/h3>\n<\/div>\n

      \u0110\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1eaft ti\u1ec1n \u0111\u1eb7c bi\u1ec7t (nh\u01b0 nh\u00e0 ho\u1eb7c xe h\u01a1i) \u0111i\u1ec1u ki\u1ec7n kinh t\u1ebf \u0111\u00f3ng m\u1ed9t ph\u1ea7n l\u1edbn. M\u1ed9t m\u00f4i tr\u01b0\u1eddng kinh t\u1ebf t\u00edch c\u1ef1c \u0111\u01b0\u1ee3c bi\u1ebft l\u00e0 l\u00e0m cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ef1 tin h\u01a1n v\u00e0 s\u1eb5n s\u00e0ng th\u01b0\u1edfng th\u1ee9c mua h\u00e0ng b\u1ea5t k\u1ec3 c\u00e1c kho\u1ea3n n\u1ee3 t\u00e0i ch\u00ednh c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i h\u01a1n cho c\u00e1c giao d\u1ecbch mua \u0111\u1eaft ti\u1ec1n v\u00e0 qu\u00e1 tr\u00ecnh mua c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nhi\u1ec1u y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n h\u01a1n c\u00f9ng m\u1ed9t l\u00fac.<\/p>\n

      \n

      4.3\u00a0S\u1edf th\u00edch c\u00e1 nh\u00e2n<\/h3>\n<\/div>\n

      H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n, th\u00edch, kh\u00f4ng th\u00edch, \u01b0u ti\u00ean, \u0111\u1ea1o \u0111\u1ee9c v\u00e0 gi\u00e1 tr\u1ecb. Trong c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p nh\u01b0 th\u1eddi trang hay th\u1ef1c ph\u1ea9m, \u00fd ki\u1ebfn \u200b\u200bc\u00e1 nh\u00e2n \u0111\u1eb7c bi\u1ec7t m\u1ea1nh m\u1ebd. R\u00f5 r\u00e0ng, qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 gi\u00fap tuy nhi\u00ean v\u00e0o cu\u1ed1i ng\u00e0y s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ecb \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u b\u1edfi s\u1edf th\u00edch c\u1ee7a h\u1ecd. N\u1ebfu b\u1ea1n l\u00e0 ng\u01b0\u1eddi thu\u1ea7n chay, kh\u00f4ng quan tr\u1ecdng b\u1ea1n th\u1ea5y bao nhi\u00eau qu\u1ea3ng c\u00e1o chung v\u1ec1 b\u00e1nh burger, c\u00f3 l\u1ebd b\u1ea1n s\u1ebd kh\u00f4ng b\u1eaft \u0111\u1ea7u \u0103n th\u1ecbt v\u00ec \u0111i\u1ec1u \u0111\u00f3.<\/p>\n

      \n

      4.4 \u1ea2nh h\u01b0\u1edfng nh\u00f3m<\/h3>\n<\/div>\n

      \u00c1p l\u1ef1c ngang h\u00e0ng c\u0169ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nh\u1eefng g\u00ec c\u00e1c th\u00e0nh vi\u00ean gia \u0111\u00ecnh, b\u1ea1n c\u00f9ng l\u1edbp, ng\u01b0\u1eddi th\u00e2n ngay l\u1eadp t\u1ee9c, h\u00e0ng x\u00f3m v\u00e0 ng\u01b0\u1eddi quen c\u1ee7a b\u1ea1n ngh\u0129 ho\u1eb7c l\u00e0m c\u00f3 th\u1ec3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong c\u00e1c quy\u1ebft \u0111\u1ecbnh c\u1ee7a ch\u00fang t\u00f4i. T\u00e2m l\u00fd x\u00e3 h\u1ed9i t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ch\u1eb3ng h\u1ea1n, l\u1ef1a ch\u1ecdn \u0111\u1ed3 \u0103n nhanh trong c\u00e1c b\u1eefa \u0103n n\u1ea5u t\u1ea1i nh\u00e0 ch\u1ec9 l\u00e0 m\u1ed9t trong nh\u1eefng t\u00ecnh hu\u1ed1ng nh\u01b0 v\u1eady. Tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng.<\/p>\n

      \n

      4.5 S\u1ee9c mua<\/h3>\n<\/div>\n

      Cu\u1ed1i c\u00f9ng nh\u01b0ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng, s\u1ee9c mua c\u1ee7a ch\u00fang ta \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ch\u00fang ta. Tr\u1eeb khi b\u1ea1n l\u00e0 m\u1ed9t t\u1ef7 ph\u00fa, b\u1ea1n s\u1ebd c\u00e2n nh\u1eafc ng\u00e2n s\u00e1ch c\u1ee7a m\u00ecnh tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. S\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 l\u00e0 tuy\u1ec7t v\u1eddi, marketing c\u00f3 th\u1ec3 l\u00e0 \u0111\u00fang, nh\u01b0ng n\u1ebfu b\u1ea1n kh\u00f4ng c\u00f3 ti\u1ec1n cho n\u00f3, b\u1ea1n s\u1ebd kh\u00f4ng mua n\u00f3. Ph\u00e2n kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean kh\u1ea3 n\u0103ng mua c\u1ee7a h\u1ecd s\u1ebd gi\u00fap c\u00e1c nh\u00e0 marketing x\u00e1c \u0111\u1ecbnh ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ee7 \u0111i\u1ec1u ki\u1ec7n v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t h\u01a1n.<\/p>\n

       <\/p>\n

      \n

      5. M\u1eabu h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/h2>\n<\/div>\n

      M\u00f4 h\u00ecnh h\u00e0nh vi mua kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi th\u00f3i quen mua h\u00e0ng. Th\u00f3i quen \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n theo xu h\u01b0\u1edbng \u0111\u1ed1i v\u1edbi m\u1ed9t h\u00e0nh \u0111\u1ed9ng v\u00e0 ch\u00fang tr\u1edf n\u00ean t\u1ef1 ph\u00e1t theo th\u1eddi gian, trong khi c\u00e1c m\u00f4 h\u00ecnh cho th\u1ea5y m\u1ed9t thi\u1ebft k\u1ebf tinh th\u1ea7n c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c. M\u1ed7i kh\u00e1ch h\u00e0ng c\u00f3 th\u00f3i quen mua h\u00e0ng \u0111\u1ed9c \u0111\u00e1o c\u1ee7a m\u00ecnh, trong khi c\u00e1c m\u00f4 h\u00ecnh h\u00e0nh vi mua l\u00e0 t\u1eadp th\u1ec3 v\u00e0 cung c\u1ea5p cho c\u00e1c nh\u00e0 marketing m\u1ed9t \u0111\u1eb7c t\u00ednh ri\u00eang. C\u00e1c m\u1eabu h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u00f3m l\u1ea1i th\u00e0nh:<\/p>\n

      \n

      5.1\u00a0N\u01a1i mua h\u00e0ng<\/h3>\n<\/div>\n

      H\u1ea7u h\u1ebft th\u1eddi gian kh\u00e1ch h\u00e0ng s\u1ebd ph\u00e2n chia mua h\u00e0ng c\u1ee7a h\u1ecd trong m\u1ed9t s\u1ed1 c\u1eeda h\u00e0ng ngay c\u1ea3 khi t\u1ea5t c\u1ea3 c\u00e1c m\u1eb7t h\u00e0ng c\u00f3 s\u1eb5n trong c\u00f9ng m\u1ed9t c\u1eeda h\u00e0ng. H\u00e3y ngh\u0129 v\u1ec1 si\u00eau th\u1ecb y\u00eau th\u00edch c\u1ee7a b\u1ea1n: m\u1eb7c d\u00f9 b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y qu\u1ea7n \u00e1o v\u00e0 gi\u00e0y d\u00e9p \u1edf \u0111\u00f3, nh\u01b0ng c\u00f3 l\u1ebd b\u1ea1n \u0111ang mua ch\u00fang t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u qu\u1ea7n \u00e1o th\u1ef1c t\u1ebf.<\/p>\n

      Khi m\u1ed9t kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng v\u00e0 quy\u1ec1n truy c\u1eadp \u0111\u1ec3 mua c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m trong c\u00e1c c\u1eeda h\u00e0ng kh\u00e1c nhau, h\u1ecd s\u1ebd kh\u00f4ng trung th\u00e0nh v\u0129nh vi\u1ec5n v\u1edbi b\u1ea5t k\u1ef3 c\u1eeda h\u00e0ng n\u00e0o, tr\u1eeb khi \u0111\u00f3 l\u00e0 c\u1eeda h\u00e0ng duy nh\u1ea5t h\u1ecd c\u00f3 quy\u1ec1n truy c\u1eadp. Nghi\u00ean c\u1ee9u h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1eb7t l\u1ef1a ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m s\u1ebd gi\u00fap c\u00e1c nh\u00e0 marketing x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1ecba \u0111i\u1ec3m c\u1eeda h\u00e0ng quan tr\u1ecdng.<\/p>\n

      \n

      5.2\u00a0V\u1eadt ph\u1ea9m \u0111\u00e3 mua<\/h3>\n<\/div>\n

      Nh\u1eefng \u0111i\u1ec1u c\u1ea7n xem x\u00e9t: c\u00e1c m\u1eb7t h\u00e0ng \u0111\u00e3 \u0111\u01b0\u1ee3c mua v\u00e0 bao nhi\u00eau c\u1ee7a m\u1ed7i m\u1eb7t h\u00e0ng \u0111\u00e3 \u0111\u01b0\u1ee3c mua. C\u00e1c m\u1eb7t h\u00e0ng c\u1ea7n thi\u1ebft c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c mua v\u1edbi s\u1ed1 l\u01b0\u1ee3ng l\u1edbn trong khi c\u00e1c m\u1eb7t h\u00e0ng xa x\u1ec9 c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng \u0111\u01b0\u1ee3c mua \u00edt th\u01b0\u1eddng xuy\u00ean h\u01a1n v\u00e0 v\u1edbi s\u1ed1 l\u01b0\u1ee3ng nh\u1ecf. S\u1ed1 l\u01b0\u1ee3ng c\u1ee7a m\u1ed7i m\u1eb7t h\u00e0ng \u0111\u01b0\u1ee3c mua b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi t\u00ednh d\u1ec5 h\u1ecfng c\u1ee7a m\u1eb7t h\u00e0ng, s\u1ee9c mua c\u1ee7a ng\u01b0\u1eddi mua, \u0111\u01a1n v\u1ecb b\u00e1n, gi\u00e1 c\u1ea3, s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00e0 m\u1eb7t h\u00e0ng \u0111\u00f3 d\u1ef1 \u0111\u1ecbnh, vv Ph\u00e2n t\u00edch gi\u1ecf h\u00e0ng c\u00f3 th\u1ec3 cung c\u1ea5p cho nh\u00e0 marketing r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc.<\/p>\n

      \n

      5.3\u00a0Th\u1eddi gian v\u00e0 t\u1ea7n su\u1ea5t mua h\u00e0ng<\/h3>\n<\/div>\n

      Kh\u00e1ch h\u00e0ng s\u1ebd \u0111i mua s\u1eafm theo t\u00ednh kh\u1ea3 thi c\u1ee7a h\u1ecd v\u00e0 s\u1ebd mong \u0111\u1ee3i d\u1ecbch v\u1ee5 ngay c\u1ea3 trong nh\u1eefng gi\u1edd l\u1ebb nh\u1ea5t; \u0111\u1eb7c bi\u1ec7t l\u00e0 b\u00e2y gi\u1edd trong th\u1eddi \u0111\u1ea1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed n\u01a1i m\u1ecdi th\u1ee9 ch\u1ec9 c\u00f2n v\u00e0i c\u00fa nh\u1ea5p chu\u1ed9t. C\u1eeda h\u00e0ng c\u00f3 tr\u00e1ch nhi\u1ec7m \u0111\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u n\u00e0y b\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh m\u00f4 h\u00ecnh mua h\u00e0ng v\u00e0 kh\u1edbp v\u1edbi d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh theo th\u1eddi gian v\u00e0 t\u1ea7n su\u1ea5t mua h\u00e0ng. M\u1ed9t \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd: s\u1ef1 thay \u0111\u1ed5i theo m\u00f9a v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t trong khu v\u1ef1c c\u0169ng ph\u1ea3i \u0111\u01b0\u1ee3c t\u00ednh \u0111\u1ebfn.<\/p>\n

      \n

      5.4\u00a0Ph\u01b0\u01a1ng th\u1ee9c mua h\u00e0ng<\/h3>\n<\/div>\n

      M\u1ed9t kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111i v\u00e0o c\u1eeda h\u00e0ng v\u00e0 mua m\u1ed9t m\u1eb7t h\u00e0ng ngay l\u00fac \u0111\u00f3 v\u00e0 \u0111\u1eb7t h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u00e0 thanh to\u00e1n tr\u1ef1c tuy\u1ebfn qua th\u1ebb t\u00edn d\u1ee5ng ho\u1eb7c khi giao h\u00e0ng. Ph\u01b0\u01a1ng th\u1ee9c mua h\u00e0ng c\u0169ng c\u00f3 th\u1ec3 g\u00e2y ra nhi\u1ec1u chi ti\u00eau h\u01a1n t\u1eeb kh\u00e1ch h\u00e0ng (\u0111\u1ed1i v\u1edbi mua s\u1eafm tr\u1ef1c tuy\u1ebfn, b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 ph\u1ea3i tr\u1ea3 ph\u00ed v\u1eadn chuy\u1ec3n ch\u1eb3ng h\u1ea1n). C\u00e1ch m\u1ed9t kh\u00e1ch h\u00e0ng ch\u1ecdn mua m\u1ed9t m\u1eb7t h\u00e0ng c\u0169ng n\u00f3i l\u00ean r\u1ea5t nhi\u1ec1u v\u1ec1 lo\u1ea1i kh\u00e1ch h\u00e0ng m\u00e0 anh ta c\u00f3.<\/p>\n

      \n

      6. Ph\u00e2n kh\u00fac h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/h2>\n<\/div>\n

      Ch\u1ec9 33% c\u00e1c c\u00f4ng ty s\u1eed d\u1ee5ng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng n\u00f3i r\u1eb1ng h\u1ecd th\u1ea5y n\u00f3 c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3. Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, lo\u1ea1i ng\u01b0\u1eddi mua, lu\u00f4n lu\u00f4n quan tr\u1ecdng, nh\u01b0ng gi\u1edd \u0111\u00e2y, c\u00e1 nh\u00e2n h\u00f3a v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, ph\u00e2n kh\u00fac hi\u1ec7u qu\u1ea3 th\u1eadm ch\u00ed c\u00f2n quan tr\u1ecdng h\u01a1n.<\/p>\n

      Ph\u00e2n t\u00edch h\u00e0nh vi mua h\u00e0ng<\/em><\/p>\n

      Theo truy\u1ec1n th\u1ed1ng, h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 marketing s\u1eed d\u1ee5ng s\u00e1u lo\u1ea1i ph\u00e2n kh\u00fac h\u00e0nh vi ch\u00ednh.<\/p>\n

      \n

      6.1\u00a0L\u1ee3i \u00edch t\u00ecm ki\u1ebfm<\/h3>\n<\/div>\n

      M\u1ed9t kh\u00e1ch h\u00e0ng mua kem \u0111\u00e1nh r\u0103ng c\u00f3 th\u1ec3 t\u00ecm ki\u1ebfm b\u1ed1n l\u00fd do kh\u00e1c nhau: l\u00e0m tr\u1eafng, r\u0103ng nh\u1ea1y c\u1ea3m, h\u01b0\u01a1ng v\u1ecb ho\u1eb7c gi\u00e1 c\u1ea3.<\/p>\n

      Khi kh\u00e1ch h\u00e0ng nghi\u00ean c\u1ee9u m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, h\u00e0nh vi c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 ti\u1ebft l\u1ed9 nh\u1eefng hi\u1ec3u bi\u1ebft c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 l\u1ee3i \u00edch, t\u00ednh n\u0103ng, gi\u00e1 tr\u1ecb, tr\u01b0\u1eddng h\u1ee3p s\u1eed d\u1ee5ng ho\u1eb7c v\u1ea5n \u0111\u1ec1 l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y quan tr\u1ecdng nh\u1ea5t \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd. Khi m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u1eb7t gi\u00e1 tr\u1ecb cao h\u01a1n nhi\u1ec1u cho m\u1ed9t ho\u1eb7c nhi\u1ec1u l\u1ee3i \u00edch so v\u1edbi c\u00e1c l\u1ee3i \u00edch kh\u00e1c, nh\u1eefng l\u1ee3i \u00edch ch\u00ednh \u0111\u01b0\u1ee3c t\u00ecm ki\u1ebfm l\u00e0 y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y x\u00e1c \u0111\u1ecbnh quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng cho kh\u00e1ch h\u00e0ng \u0111\u00f3.<\/p>\n

      \n

      6.2 Nh\u00e2n d\u1ecbp ho\u1eb7c d\u1ef1a tr\u00ean th\u1eddi gian<\/h3>\n<\/div>\n

      C\u00e1c ph\u00e2n \u0111o\u1ea1n h\u00e0nh vi d\u1ef1a tr\u00ean th\u1eddi gian v\u00e0 th\u1eddi gian \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u1ea3 nh\u1eefng d\u1ecbp t\u1ed5ng qu\u00e1t v\u00e0 c\u00e1 nh\u00e2n.<\/p>\n

      C\u00e1c d\u1ecbp t\u1ed5ng qu\u00e1t \u00e1p d\u1ee5ng cho ph\u1ea7n l\u1edbn kh\u00e1ch h\u00e0ng ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. V\u00ed d\u1ee5 ng\u00e0y l\u1ec5 v\u00e0 c\u00e1c s\u1ef1 ki\u1ec7n theo m\u00f9a khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n mua h\u00e0ng nh\u1ea5t \u0111\u1ecbnh.<\/p>\n

      C\u00e1c d\u1ecbp c\u00e1 nh\u00e2n \u0111\u1ecbnh k\u1ef3 l\u00e0 c\u00e1c m\u1eabu mua cho m\u1ed9t kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n lu\u00f4n l\u1eb7p l\u1ea1i trong m\u1ed9t kho\u1ea3ng th\u1eddi gian. V\u00ed d\u1ee5 nh\u01b0 sinh nh\u1eadt, ng\u00e0y k\u1ef7 ni\u1ec7m ho\u1eb7c k\u1ef3 ngh\u1ec9, mua h\u00e0ng th\u00e1ng ho\u1eb7c th\u1eadm ch\u00ed c\u00e1c nghi l\u1ec5 h\u00e0ng ng\u00e0y nh\u01b0 d\u1eebng l\u1ea1i \u0111\u1ec3 u\u1ed1ng m\u1ed9t t\u00e1ch c\u00e0 ph\u00ea tr\u00ean \u0111\u01b0\u1eddng \u0111i l\u00e0m m\u1ed7i s\u00e1ng.<\/p>\n

      Nh\u1eefng d\u1ecbp hi\u1ebfm hoi c\u0169ng li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n, nh\u01b0ng kh\u00f4ng th\u01b0\u1eddng xuy\u00ean v\u00e0 t\u1ef1 ph\u00e1t h\u01a1n, v\u00e0 do \u0111\u00f3 kh\u00f3 d\u1ef1 \u0111o\u00e1n h\u01a1n. V\u00ed d\u1ee5 nh\u01b0 tham d\u1ef1 \u0111\u00e1m c\u01b0\u1edbi c\u1ee7a m\u1ed9t ng\u01b0\u1eddi b\u1ea1n.<\/p>\n

      \n

      6.3\u00a0T\u1ef7 l\u1ec7 s\u1eed d\u1ee5ng<\/h3>\n<\/div>\n

      S\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 l\u00e0 m\u1ed9t c\u00e1ch ph\u1ed5 bi\u1ebfn kh\u00e1c \u0111\u1ec3 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo h\u00e0nh vi, d\u1ef1a tr\u00ean t\u1ea7n su\u1ea5t kh\u00e1ch h\u00e0ng mua h\u00e0ng ho\u1eb7c t\u01b0\u01a1ng t\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. H\u00e0nh vi s\u1eed d\u1ee5ng c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t ch\u1ec9 b\u00e1o d\u1ef1 b\u00e1o m\u1ea1nh m\u1ebd v\u1ec1 l\u00f2ng trung th\u00e0nh.<\/p>\n

      \n

      6.4 T\u00ecnh tr\u1ea1ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<\/div>\n

      Kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u00e0 t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p. B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch d\u1eef li\u1ec7u h\u00e0nh vi, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n chia theo m\u1ee9c \u0111\u1ed9 trung th\u00e0nh c\u1ee7a h\u1ecd \u0111\u1ec3 c\u00e1c nh\u00e0 marketing c\u00f3 th\u1ec3 hi\u1ec3u nhu c\u1ea7u c\u1ee7a h\u1ecd v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd \u0111ang \u0111\u00e1p \u1ee9ng ch\u00fang. Kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u00e0 nh\u1eefng ng\u01b0\u1eddi s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed1i x\u1eed \u0111\u1eb7c bi\u1ec7t v\u00e0 c\u00e1c \u0111\u1eb7c quy\u1ec1n nh\u01b0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n th\u01b0\u1edfng \u0111\u1ed9c quy\u1ec1n \u0111\u1ec3 nu\u00f4i d\u01b0\u1ee1ng v\u00e0 c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng v\u00e0 khuy\u1ebfn kh\u00edch ti\u1ebfp t\u1ee5c kinh doanh trong\u00a0t\u01b0\u01a1ng lai.<\/p>\n

      \n

      6.5 Tr\u1ea1ng th\u00e1i ng\u01b0\u1eddi d\u00f9ng<\/h3>\n<\/div>\n

      C\u00f3 nhi\u1ec1u tr\u1ea1ng th\u00e1i ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 kh\u00e1c nhau m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 c\u00f3 t\u00f9y thu\u1ed9c v\u00e0o doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. M\u1ed9t v\u00e0i v\u00ed d\u1ee5 l\u00e0:<\/p>\n

        \n
      • Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng t\u01b0\u01a1ng lai<\/li>\n
      • Ng\u01b0\u1eddi mua l\u1ea7n \u0111\u1ea7u<\/li>\n
      • Ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng xuy\u00ean<\/li>\n
      • Kh\u00e1ch h\u00e0ng c\u0169 \u0111\u00e3 chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/li>\n<\/ul>\n
        \n

        6.6 Giai \u0111o\u1ea1n h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng<\/h3>\n<\/div>\n

        Ph\u00e2n kh\u00fac c\u01a1 s\u1edf \u0111\u1ed1i t\u01b0\u1ee3ng d\u1ef1a tr\u00ean s\u1ef1 s\u1eb5n s\u00e0ng c\u1ee7a ng\u01b0\u1eddi mua cho ph\u00e9p c\u00e1c nh\u00e0 marketing s\u1eafp x\u1ebfp truy\u1ec1n th\u00f4ng v\u00e0 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m \u0111\u1ec3 t\u0103ng chuy\u1ec3n \u0111\u1ed5i \u1edf m\u1ecdi giai \u0111o\u1ea1n. H\u01a1n n\u1eefa, n\u00f3 gi\u00fap h\u1ecd kh\u00e1m ph\u00e1 c\u00e1c giai \u0111o\u1ea1n m\u00e0 kh\u00e1ch h\u00e0ng kh\u00f4ng ti\u1ebfn b\u1ed9 \u0111\u1ec3 h\u1ecd c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng tr\u1edf ng\u1ea1i v\u00e0 c\u01a1 h\u1ed9i l\u1edbn nh\u1ea5t \u0111\u1ec3 c\u1ea3i thi\u1ec7n, ngay c\u1ea3 tr\u00ean c\u00e1c h\u00e0nh vi sau khi mua.<\/p>\n

        B\u00ean c\u1ea1nh nh\u1eefng c\u00e1ch truy\u1ec1n th\u1ed1ng n\u00e0y, m\u1ed9t ki\u1ec3u ph\u00e2n kh\u00fac kh\u00e1c l\u00e0 m\u00f4 h\u00ecnh RFM.<\/p>\n

        RFM \u0111\u1ebfn t\u1eeb l\u1ea7n truy c\u1eadp g\u1ea7n \u0111\u00e2y, t\u1ea7n su\u1ea5t v\u00e0 gi\u00e1 tr\u1ecb ti\u1ec1n t\u1ec7.<\/p>\n

          \n
        • Recency = c\u00e1ch g\u1ea7n \u0111\u00e2y m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u1eb7t h\u00e0ng cu\u1ed1i c\u00f9ng tr\u00ean trang web c\u1ee7a b\u1ea1n<\/li>\n
        • T\u1ea7n su\u1ea5t = s\u1ed1 l\u1ea7n kh\u00e1ch h\u00e0ng mua th\u1ee9 g\u00ec \u0111\u00f3 t\u1eeb trang web c\u1ee7a b\u1ea1n trong kho\u1ea3ng th\u1eddi gian \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch<\/li>\n
        • Gi\u00e1 tr\u1ecb ti\u1ec1n t\u1ec7 = m\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u00e3 chi bao nhi\u00eau cho trang web c\u1ee7a b\u1ea1n k\u1ec3 t\u1eeb l\u1ea7n \u0111\u1eb7t h\u00e0ng \u0111\u1ea7u ti\u00ean<\/li>\n<\/ul>\n

          Ph\u00e2n t\u00edch m\u00f4 h\u00ecnh RFM c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n theo 2 c\u00e1ch:<\/p>\n

            \n
          • Th\u1ee7 c\u00f4ng – xu\u1ea5t c\u01a1 s\u1edf d\u1eef li\u1ec7u c\u1ee7a b\u1ea1n trong b\u1ea3ng t\u00ednh v\u00e0 ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n theo c\u00e1c quy t\u1eafc \u0111\u1ec3 ph\u00e2n t\u00edch RFM<\/li>\n
          • T\u1ef1 \u0111\u1ed9ng – th\u00f4ng qua c\u00e1c c\u00f4ng c\u1ee5 nh\u1ea5t \u0111\u1ecbnh \u0111ang t\u1ea1o b\u1ea3ng \u0111i\u1ec1u khi\u1ec3n RFM [m\u00f4 h\u00ecnh RFM ng\u01b0\u1eddi y\u00eau th\u00edch ng\u01b0\u1eddi mua persona]<\/li>\n<\/ul>\n

            T\u1eeb ph\u00e2n t\u00edch v\u00e0 ph\u00e2n t\u00edch RFM, b\u1ea1n kh\u00f4ng ch\u1ec9 ti\u1ebft l\u1ed9 \u0111\u00e2u l\u00e0 kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 c\u00f3 l\u1ee3i nhu\u1eadn cao nh\u1ea5t ho\u1eb7c kh\u00e1ch h\u00e0ng c\u00f3 l\u1ee3i nhu\u1eadn th\u1ea5p h\u01a1n m\u00e0 c\u00f2n:<\/p>\n

              \n
            • Ti\u1ebft l\u1ed9 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m \u0111ang k\u00e9o doanh nghi\u1ec7p c\u1ee7a b\u1ea1n xu\u1ed1ng<\/li>\n
            • X\u00e2y d\u1ef1ng \u0111\u1ec1 xu\u1ea5t t\u00f9y ch\u1ec9nh cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n<\/li>\n
            • Gi\u1ea3i quy\u1ebft m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 v\u1ec1 Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/li>\n<\/ul>\n

              Tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean c\u1ea3m gi\u00e1c li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a b\u1ea1n, h\u00e3y quan s\u00e1t h\u00e0nh vi c\u1ee7a h\u1ecd, l\u1eafng nghe h\u1ecd v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 tr\u01b0\u1edbc khi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0m.<\/p>\n","protected":false},"excerpt":{"rendered":"

              1. \u00dd ngh\u0129a c\u1ee7a h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 g\u00ec? H\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00e1c k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1c quy tr\u00ecnh, c\u00e1c b\u01b0\u1edbc h\u1ecd s\u1eed d\u1ee5ng \u0111\u1ec3 l\u1ef1a ch\u1ecdn, s\u1eed d\u1ee5ng (ti\u00eau th\u1ee5) v\u00e0 lo\u1ea1i b\u1ecf c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5, bao g\u1ed3m c\u00e1c […]<\/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\/5722"}],"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=5722"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5722\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}