{"id":5725,"date":"2023-11-30T01:57:53","date_gmt":"2023-11-30T01:57:53","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5725"},"modified":"2023-11-29T23:57:01","modified_gmt":"2023-11-29T23:57:01","slug":"nam-bat-5-buoc-ra-quyet-dinh-mua-hang-cua-nguoi-tieu-dung-de-nang-tam-chien-luoc-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nam-bat-5-buoc-ra-quyet-dinh-mua-hang-cua-nguoi-tieu-dung-de-nang-tam-chien-luoc-marketing.html","title":{"rendered":"N\u1eafm b\u1eaft 5 b\u01b0\u1edbc ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 n\u00e2ng t\u1ea7m chi\u1ebfn l\u01b0\u1ee3c marketing"},"content":{"rendered":"

Tr\u01b0\u1edbc khi mua h\u00e0ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng tr\u1ea3i qua 5 giai \u0111o\u1ea1n: nh\u1eadn bi\u1ebft nhu c\u1ea7u, t\u00ecm ki\u1ebfm th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf, quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng v\u00e0 \u0111\u00e1nh gi\u00e1 sau khi mua. N\u1eafm b\u1eaft h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap marketer c\u00f3 th\u1ec3 l\u00ean k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p v\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n

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Qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng g\u1ed3m 5 giai \u0111o\u1ea1n<\/em><\/p>\n

Giai \u0111o\u1ea1n 1: X\u00e1c \u0111\u1ecbnh nhu c\u1ea7u<\/strong><\/h2>\n

Qu\u00e1 tr\u00ecnh mua h\u00e0ng b\u1eaft \u0111\u1ea7u khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn ra v\u1ea5n \u0111\u1ec1 ho\u1eb7c nhu c\u1ea7u c\u1ee7a h\u1ecd, v\u00ed d\u1ee5 nh\u01b0 \u0111\u00f3i s\u1ebd mu\u1ed1n \u0111\u1eb7t \u0111\u1ed3 \u0103n, kh\u00e1t s\u1ebd mu\u1ed1n u\u1ed1ng n\u01b0\u1edbc,… Nhu c\u1ea7u c\u00f3 th\u1ec3 t\u1ef1 ph\u00e1t sinh ho\u1eb7c b\u1ecb k\u00edch th\u00edch b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i. Nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c t\u00ednh ch\u1ea5t v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng gi\u00fap marketer d\u1ec5 d\u00e0ng ph\u00e1t tri\u1ec3n c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp theo \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng.<\/p>\n

Giai \u0111o\u1ea1n 2: T\u00ecm ki\u1ebfm th\u00f4ng tin<\/strong><\/h2>\n

Sau khi x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a b\u1ea3n th\u00e2n, kh\u00e1ch h\u00e0ng s\u1ebd b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m th\u00f4ng qua b\u1ed1n nh\u00f3m ch\u00ednh:<\/p>\n

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Kh\u00e1ch h\u00e0ng th\u01b0\u1eddng t\u00ecm ki\u1ebfm th\u00f4ng tin qua 4 nh\u00f3m: c\u00e1 nh\u00e2n, th\u01b0\u01a1ng m\u1ea1i, c\u00f4ng ch\u00fang v\u00e0 kinh nghi\u1ec7m c\u00e1 nh\u00e2n<\/em><\/p>\n

M\u1ed7i ngu\u1ed3n th\u00f4ng tin s\u1ebd th\u1ef1c hi\u1ec7n m\u1ed9t ch\u1ee9c n\u0103ng kh\u00e1c nhau trong vi\u1ec7c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. C\u00e1c ngu\u1ed3n th\u01b0\u01a1ng m\u1ea1i gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u r\u00f5 v\u1ec1 ngu\u1ed3n g\u1ed1c s\u1ea3n ph\u1ea9m, c\u00f2n ngu\u1ed3n c\u00e1 nh\u00e2n s\u1ebd mang t\u00ednh ch\u1ea5t tham kh\u1ea3o, \u0111\u00e1nh gi\u00e1 nhi\u1ec1u h\u01a1n. Nh\u00ecn chung, ng\u01b0\u1eddi d\u00f9ng ti\u1ebfp x\u00fac v\u1edbi l\u01b0\u1ee3ng th\u00f4ng tin l\u1edbn nh\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m t\u1eeb c\u00e1c ngu\u1ed3n th\u01b0\u01a1ng m\u1ea1i, c\u1ee5 th\u1ec3 l\u00e0 c\u00e1c marketer chi ph\u1ed1i.<\/p>\n

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\u0110\u00e1nh gi\u00e1 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng l\u00e0 “b\u1eb1ng ch\u1ee9ng” x\u00e1c th\u1ef1c v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m (Ngu\u1ed3n: @mia.soya)<\/em><\/p>\n

B\u1eb1ng c\u00e1ch thu th\u1eadp th\u00f4ng tin, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u01b0u\/nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a h\u1ecd. Sau \u0111\u00f3, ng\u01b0\u1eddi d\u00f9ng s\u1ebd t\u1ed5ng h\u1ee3p c\u00e1c l\u1ef1a ch\u1ecdn l\u1ea1i th\u00e0nh nh\u00f3m nh\u1eadn th\u1ee9c (awareness set), c\u00e2n nh\u1eafc nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1p \u1ee9ng ti\u00eau ch\u00ed mua \u0111\u1ec3 ch\u1eaft l\u1ecdc l\u1ea1i th\u00e0nh m\u1ed9t nh\u00f3m \u0111\u00e1ng c\u00e2n nh\u1eafc (consideration set). Nh\u1eefng c\u00e1i t\u00ean “n\u1eb7ng k\u00fd” s\u1ebd \u1edf nh\u00f3m l\u1ef1a ch\u1ecdn (choice set). T\u1ea1i \u0111\u00e2y, ng\u01b0\u1eddi d\u00f9ng s\u1ebd ti\u1ebfp t\u1ee5c t\u00ecm hi\u1ec3u th\u00f4ng tin \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh cu\u1ed1i c\u00f9ng. Qu\u00e1 tr\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ph\u00e2n v\u00f9ng th\u1ecb tr\u01b0\u1eddng (market partitioning).<\/p>\n

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V\u00ed d\u1ee5 v\u1ec1 qu\u00e1 tr\u00ecnh ph\u00e2n v\u00f9ng th\u1ecb tr\u01b0\u1eddng (market partitioning)<\/em><\/p>\n

Giai \u0111o\u1ea1n 3: \u0110\u00e1nh gi\u00e1 c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf<\/strong><\/h2>\n

Khi \u0111\u00e3 c\u00f3 nh\u1eefng th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd c\u00e2n nh\u1eafc c\u00e1c ngu\u1ed3n cung kh\u00e1c nhau, ti\u1ebfn h\u00e0nh \u0111\u00e1nh gi\u00e1 v\u00e0 so s\u00e1nh ch\u00fang \u0111\u1ec3 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1ed1t nh\u1ea5t. T\u00f9y theo m\u1ed7i s\u1ea3n ph\u1ea9m m\u00e0 c\u00e1c ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 s\u1ebd kh\u00e1c nhau. \u0110\u01a1n c\u1eed nh\u01b0 khi l\u1ef1a ch\u1ecdn kh\u00e1ch s\u1ea1n, ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng xem x\u00e9t v\u1ecb tr\u00ed, gi\u00e1 c\u1ea3,…<\/p>\n

<\/strong><\/p>\n

Shopee th\u01b0\u1eddng g\u1ee3i \u00fd c\u00e1c l\u1ef1a ch\u1ecdn kh\u00e1c nhau \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u00ecm ra s\u1ea3n ph\u1ea9m \u01b0ng \u00fd nh\u1ea5t<\/em><\/p>\n

Giai \u0111o\u1ea1n 4: Quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/strong><\/h2>\n

\u1ede giai \u0111o\u1ea1n n\u00e0y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 h\u00ecnh th\u00e0nh s\u1ef1 y\u00eau th\u00edch \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u trong nh\u00f3m l\u1ef1a ch\u1ecdn v\u00e0 c\u00f3 \u00fd \u0111\u1ecbnh mua th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u01b0a th\u00edch nh\u1ea5t. Tuy nhi\u00ean, c\u00f3 hai y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i trong \u00fd \u0111\u1ecbnh mua h\u00e0ng:<\/p>\n

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  • Th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi xung quanh<\/strong>\u00a0(b\u1ea1n b\u00e8, gia \u0111\u00ecnh, \u0111\u1ed3ng nghi\u1ec7p,…)<\/strong>: Tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, bao gi\u1edd ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng c\u00f3 xu h\u01b0\u1edbng tham kh\u1ea3o \u00fd ki\u1ebfn t\u1eeb m\u1ecdi ng\u01b0\u1eddi xung quanh v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u00f3. N\u1ebfu th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd c\u00f3 ph\u1ea7n ti\u00eau c\u1ef1c, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd b\u1eaft \u0111\u1ea7u c\u00e2n nh\u1eafc l\u1ea1i quy\u1ebft \u0111\u1ecbnh.<\/li>\n<\/ul>\n

    <\/p>\n

    Nh\u1eefng \u0111\u00e1nh gi\u00e1, ph\u1ea3n h\u1ed3i c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng<\/em><\/p>\n

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    • C\u00e1c t\u00ecnh hu\u1ed1ng b\u1ea5t ng\u1edd:<\/strong>\u00a0Nh\u1eefng y\u1ebfu t\u1ed1 kh\u00f4ng l\u01b0\u1eddng tr\u01b0\u1edbc \u0111\u01b0\u1ee3c c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng nh\u01b0 t\u00e0i ch\u00ednh, t\u00e2m l\u00fd, th\u1eddi gian,… Ng\u01b0\u1eddi d\u00f9ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nh\u1eefng r\u1ee7i ro c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i khi mua h\u00e0ng khi\u1ebfn h\u1ecd t\u1ea1m ng\u1eebng ho\u1eb7c h\u1ee7y b\u1ecf \u00fd \u0111\u1ecbnh mua h\u00e0ng.<\/li>\n<\/ul>\n

      Giai \u0111o\u1ea1n 5: H\u1eadu mua h\u00e0ng<\/strong><\/h2>\n

      Marketing l\u00e0 to\u00e0n b\u1ed9 ho\u1ea1t \u0111\u1ed9ng thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 th\u00fac \u0111\u1ea9y vi\u1ec7c mua s\u1eafm c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, c\u00f4ng vi\u1ec7c c\u1ee7a nh\u00e0 ti\u1ebfp th\u1ecb kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c b\u00e1n h\u00e0ng m\u00e0 c\u00f2n ph\u1ea3i quan t\u00e2m \u0111\u1ebfn h\u00e0nh vi \u201ch\u1eadu mua h\u00e0ng\u201d c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

      <\/p>\n

      Sephora “nh\u1eafc nh\u1eb9” kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u1ebfn l\u00fac mua s\u1ea3n ph\u1ea9m m\u1edbi<\/em><\/p>\n

      \u1ede giai \u0111o\u1ea1n sau khi mua h\u00e0ng, kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng v\u1edbi vi\u1ec7c mua h\u00e0ng c\u1ee7a h\u1ecd. Nh\u1eefng c\u1ea3m nh\u1eadn trong th\u1eddi \u0111i\u1ec3m n\u00e0y s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua th\u00eam s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong t\u01b0\u01a1ng lai. B\u00ean c\u1ea1nh \u0111\u00f3, kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u00e1nh gi\u00e1 v\u00e0 k\u1ec3 v\u1ec1 tr\u1ea3i nghi\u1ec7m mua s\u1eafm g\u1ea7n \u0111\u00e2y c\u1ee7a h\u1ecd v\u1edbi ng\u01b0\u1eddi th\u00e2n ho\u1eb7c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Tr\u01b0\u1edbc khi mua h\u00e0ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng tr\u1ea3i qua 5 giai \u0111o\u1ea1n: nh\u1eadn bi\u1ebft nhu c\u1ea7u, t\u00ecm ki\u1ebfm th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf, quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng v\u00e0 \u0111\u00e1nh gi\u00e1 sau khi mua. N\u1eafm b\u1eaft h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap marketer c\u00f3 th\u1ec3 l\u00ean k\u1ebf ho\u1ea1ch marketing ph\u00f9 […]<\/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\/5725"}],"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=5725"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5725\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5725"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5725"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5725"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}