ti: phn tch tin trnh quyt nh mua ca ngi tiu dng i vi mt sn phm c th v xut nhng hot ng marketing

g nhm thc y vic mua hng.

Mc lc
Li m u I. C s l thuyt
1.

2 2 3 3 4 4 6 7 9 9 9 13 14 23 29 33

Loi hnh ra quyt nh ca ngi tiu dng

2. Loi hnh ra quyt nh mua

3.

Cc giai on ra quyt nh mua ca ngi tiu dng . . . .

3.1. Nhn thc nhu cu 3.2. Tm kim thng tin

3.3. nh gi cc phng n 3.4. Quyt nh mua 3.5. Hnh vi sau mua

. ..

II. Tin trnh mua vi mt hng xe my

1. 2. 3. 4. 5. 6.

Tng quan v th trng xe my Vit Nam thc nhu cu Tm kim thng tin . .

nh gi cc phng n Quyt nh mua Hnh vi sau mua

III. xut hot ng marketing nhm thc y vic mua hng 34 Ti liu tham kho

Bi tho lun

Li m u: Hin nay trn th trng tn ti rt nhiu phng tin khc nhau p ng nhu cu i li ca ngi tiu dng. V chc ta khng th k n 1 phng tin ph bin chnh l xe my. i vi mi ngi ni chung cng nh sinh vin ni ring, xe my l 1 phng tin i li c xem l thun tin nht, tng i ph hp v gi c cng nh v hnh thc. Trong nhng nm gn y, th trng xe my Vit Nam c s thay i rt ln. C th l: sau khi cng ty lin doanh Honda Vit Nam c hnh thnh v i vo hot ng th ngi tiu dng VN gi y c th s dng nhng chic xe my c sn xut ngay trn lnh th VN. Nhn thy nhu cu s dng xe my ca ngi dn VN rt ln, 1 s hng sn xut xe my khc cng in hnh lin doanh vi VN thnh lp cng ty lin doanh sn xut xe my nh: . Vi nhu cu cn thit nh trn nhm chng ti quyt nh lm ti: phn tch hnh vi mua ca ngi tiu dng trong vic la chn xe my.

I. C s l thuyt

1. Loi hnh ra quyt nh ca ngi tiu dng Quyt nh mua c bn: mua khng mua sn phm. y l quyt nh mua hng gin n nht ca ngi tiu dng.

 Quyt nh mua nhn hiu: khch hng s la chn ga nhn hiu quen thuc v nhng nhn hiu ni ting, gia nhn hiu gim gi v nhn hiu khng gim gi. Quyt nh knh phn phi: n th hin thi quen mua hng ca ngi tiu dng l u la chn mt s loi ca hng nht nh ( ca hng ti nh / i l/ siu th/ trung tm thng mi) , ca hng quen thuc hay ca hng khc. Quyt nh kiu l tnh: ngi tiu dng mua sn phm da trn nhng nhn nh cu mnh v nhng sn phm tt nht cho bn thn.

Quyt nh kiu th ng: mua sn phm theo li ch ca bn thn.

Quyt nh kiu nhn thc: ngi tiu dng ch ng tm kim thng tin v mt hng mnh d nh mua v h thng ca hng c sn phm . Quyt nh kiu cm tnh: ngi tiu dng ch mua hng theo hng th, tm trng v cm gic m khng quan tm nhiu n cc c im ca sn pm mnh chn mua.

2. Loi hnh ra quyt nh mua.

C th chia loi hnh ra quyt nh mua lm 3 loi vi nhng c im khc nhau.

c im Chi ph ng c

Mua quen Thp

theo

thi Gii quyt vn Gii quyt vn c gii hn c m rng Trung bnh Cao

Khng c ng Ri ro / sc thu ht Ri ro / sc thu lc r rng thp ht cao Tm kim m rng

Thu thp Khng ch ng Tm kim t thng tin tm kim

Nim tin rt yu / La chn mt nh gi da trn nh gi cch t ng vi quy lut ra quyt th v n lc ti thiu nh theo nhng nh hng chung

Nim tin mnh m / nh gi thn trng da trn tm quan trng ca quyt nh

Mua sm

u t nhiu thi Lp sn phm, t cn nhc, tm gian, tm kim nhn hiu quen hiu, thi gian mua nhiu ca hng v thuc, tit kim hn ch giao tip vi ngi sc lc nht. bn thng xuyn

3. Cc giai on ra quyt nh mua ca ngi tiu dng

Nhn dng cc kh khn

Tm kim thng tin trc mua

nh gi cc phng n

Quyt nh mua

Hnh vi sau mua

hnh 1 cc giai on ca qu trnh mua sm 3.1. Nhn thc nhu cu

Qu trnh bt u khi ngi mua thc c nhu cu ca mnh v bt u nhn ra s khc bit gia thc t v mong mun. Nhu cu c th bt u t nhng tc nhn kch thch bn ngoi hay t chnh bn thn ngi tiu dng. Trong giai on ny, nh marketing phi pht hin hon cnh thc y con ngi n ch nhn thc nhu cu ca mnh. C th: + Nhng nhu cu hay vn no pht sinh? + Ci g lm cho n xut hin?

+ Chng hng con ngi n hng ha c th nh th no? Ngi lm marketing phi: + xc nh nhu cu c th nhn thc c di tc ng ca nhng nhn t no + nhng thi im c bit no nhu cu con ngi tr nn mnh m d on khi nhu cu pht sinh, khch hng thng c nhng nhu cu v mong mun i vi nhng sn phm no.
+

3.2.

Tm kim thng tin

Ngi tiu dng b kch thch c th bt u hoc khng bt u vic tm kim thng tin b sung. Nu s thi thc mnh, hng ha c th tha mn h v d tm kim th ngi tiu dng c th mua ngay. Nu khng c th chng s b sp xp vo tr nh, khi h s ngng hoc tip tc tm kim thm thng tin khc. Thng tin l yu t quan trng ngi tiu dng a ra quyt nh mua hay khng mua hng. Trong tm kim thng tin, ngi tiu dng c th s dng cc loi tm kim sau: + Ngun thng tin cc nhn: gia nh, bn b, hng xm, ngi quen. + Ngun thng tin thng mi: qung co, ngi bn hng, trin lm, hi tr. + Ngun thng tin ph thng: phng tin truyn thn, cc t chc nghin cu v phn loi ngi tiu dng. + Ngun thng tin kinh nghim thc t: s m, nghin cu, s dng hng ha.. S lng tng i v nh hng ca ngun thng tin ny thay i ty theo tng loi sn phm v c im ca ngi mua. Vic tm kim thng tin ca ngi tiu dng cng c th c nh hng sn hoc hon ton ngu nhin khi tip xc vi sn phm . Cc nhn t xc nh vic tm kim thng tin:

 Kinh nghim c: tun theo quy lut ch U ngc.

K h i l n g t m k i m

Kin thc v sn phm

Hnh 2. Mi quan h gia mc tm kim thng tin v kin thc v sn phm Ri ro nhn thc: tin bc, tm l, x hi. Nhn t sn phm: bn, phong cch, gi tr..
Cng

ty phi xy dng c mt h thng marketing mix sao cho n c th a c nhn hiu ca mnh vo b nhn hiu c bit n hoc la chn ca ngi tiu dng. Nh maketing cng phi pht hin y ngun thng tin m ngi tiu dng s dng v nh gi gi tr tng i ca chng quyt nh chin lc marketing hiu qu cho th trng mc tiu.

3.3.

nh gi cc phng n.

Nhn dng cc phng n

6

 Ngi tiu dung x ly cac thng tin va t xac inh gia tri cua tng phng an Ngi tiu dng hnh thnh cc thi (nhn xt, a thch) i vi cc nhn hiu qua mt quy trnh nh gi . Khng co mt quy trinh anh gia n gian va duy nht hay quy lut nao chung cho moi ngi tiu dung.

Trong cac tinh hung mua sm khac nhau thi quy trinh quyt inh cung khac nhau Mt s m hinh thng sung v s anh gia cua ngi tiu dung chu yu da trn nhn thc: y thc va s hp ly. c tinh cua ngi tiu dung Ngi tiu dung tim cach thoa man nhu cu cua ho Ngi tiu dung tim kim li ich t tinh nng cua san phm Ho tim kim trong mi giai phap san phm mt vai li ich nht inh Nhng tinh cht ma ngi tiu dung quan tm la quan trong hay ni bt thay i tuy theo san phm. Thi trng c phn khuc theo nhng tinh cht quan trong i vi ngi tiu dung Ngi tiu dung co th dung t duy logic va s tinh toan anh gia phng an Ngi tiu dung co th s thi thuc hay trc giac anh gia Ngi tiu dung co th anh gia theo chu quan cua ban thn ho Ngi tiu dung co th anh gia theo s t vn cua ngi khac Phn loi sn phm nh gi: c tinh cua san phm anh hng n s anh gia cua NTD Nhng tinh cht ni bt cha hn la tinh cht quan trong nht Nhng tinh cht khng ni bt co th la tinh cht quan trong Ngi lam marketing cn quan tm n tm quan trong ma ngi tiu dung gan cho cac tinh cht khac nhau cua san phm. La chn cc phng n th v Ngi tiu dng c khuynh hng xy dng cho mnh mt tp hp nhng nim tin vo cc nhn hiu, khi mi nhn hiu c nh gi theo tng tnh cht. Nhng nim tin vo nhn hiu to nn hnh nh v nhn hiu. Nim tin vo nhn hiu ca

ngi tiu dng s thay i theo kinh nghim ca h v tc ng ca nhn thc c chn lc, bp mo c chn lc v ghi nh c chn lc. Cc ch tiu nh gi: + kha cnh hay c tnh sn phm quan trng vi h + ch tiu quyt nh- tnh cht khc bit ha gia cc sn phm th v Cc quy lut ra quyt nh khng b tr + loi tr trc tip ln lt theo tiu ch quan trng nht + loi tr khng p dng ch tiu quan trng Quy lut b tr cho nhng khim khuyt + quy lut cng thm n gin + quy lut nh gi c trng s

Khm ph: ng tt ca tr c trong nh gi

Mc gi: quan h gi cht lng Tn nhn hiu: uy tn v ni ting Ngun gc sn xut Cc tin tng ca th trng

3.4.

Hnh vi mua

Cc nhn t nh hng ti hnh vi mua ca ngi tiu dng Mi trng vt l ca c nhn ngi tiu dng S lng v loi ngi cng tiu th hin din trong tnh hung

 Nhn t thi gian Cc ng c mua hng nh hng mua sm Mi trng mua Cc yu t khc nh hng n hnh vi mua ca ngi tiu dng Thai cua ngi khac + Mc m thi ca nhng ngi khc lm suy yu phng n u tin ca mt ngi no ph thuc vo hai iu: + (1) Mc mnh lit thi phn i ca ngi khc i vi phng n u tin ca ngi tiu dng + (2) ng c ca ngi tiu dng lm theo mong mun ca ngi khc. + Thi phn i ca ngi khc cng mnh v ngi khc cng gn gi vi ngi tiu dng th cng c nhiu kh nng ngi tiu dng iu chnh nh mua hng ca mnh. + Mc a thch ca ngi mua i vi mt nhn hiu s tng ln nu c mt ngi no c ngi a thch cng ng h nhn hiu ny. + A nh hng ca nhng ngi khc s tr nn phc tp khi c mt vi ngi thn cn vi ngi mua c kin tri ngc nhau v ngi mua li mun lm vui lng tt c nhng ngi . Nhng tinh hung bt ng + Ngi tiu dng hnh thnh nh mua hng trn c s nhng yu t nh (thu nhp d kin ca gia nh, gi d kin v ch li d kin ca sn phm). + Khi ngi tiu dng sp sa hnh ng th nhng yu t tnh hung bt ng c th xut hin t ngt v lm thay i nh mua hng. + V vy nhng s thch v thm ch c nhng nh mua hng cng khng phi l nhng du hiu hon ton tin cy bo trc hnh vi mua hng. Ri ro nhn thc: Quyt nh ca ngi tiu dng thay i, hon hay hu b quyt nh mua hng chu nh hng rt nhiu ri ro nhn thc c. + Nhng mn hng t tin i hi phi chp nhn ri ro mt mc no .

+ Mc ri ro nhn thc c thay i theo s tin b nguy him, mc khng chc chn ca cc tnh cht v mc t tin ca ngi tiu dng. + N gi tiu dng trin khai nhng bin php nht nh gim bt ri ro, nh hu b quyt nh, thu thp thng tin t bn b, v nhng yu t gy ra cm gic b ri ro ngi tiu dng, cung cp nhng thng tin v h tr lm gim bt ri ro nhn thc c.

Thi ca nhng ngi khc

nh gi cc phng n

Ri ro cm nhn

Quyt nh mua

Nhng yu t tnh hung bt ng

Hnh 3. Quyt nh mua v cc nhn t nh hng ti hnh vi quyt nh mua 3.5 . Hnh vi sau mua

- Nhn thc v cht lng sn phm Cht lng sn phm l s ph hp vi nhu cu ca khch bao gm c khch hng bn trong v khch hng bn ngoi. ( theo Juran). Hay l sn phm tha mn nhu cu ca khch nhng vi chi ph x hi thp nht ( theo Ishikawa).
+

Sau khi mua sn phm ngi tiu dng s cm thy hi lng hay khng hi lng mt mc no . C nhng ngi mua khng mun c sn phm khuyt tt,
+ 10

c nhng ngi c thi bng quan vi khuyt tt v cng c nhng ngi c th cho rng khuyt tt li tn thm gi tr ca sn phm. C nhng khuyt tt c th gy nguy him cho ngi tiu dng. Ngi tiu dng s nh ga cht lng sn phm thng qua s tha mn ca mnh.
+

Tm quan trng ca mong i

Ngi tiu dng hnh thnh nhng k vng ca mnh trn c s nhng thng tin nhn c t ngi bn, bn b v nhng ngun khc. Nu ngi bn qu phng i nhng ch li, th ngi tiu dng s cm thy nhng k vng ca mnh khng c thc hin v iu s dn n s khng hi lng. Mc hi lng ca ngi mua l mt hm ca mc gn nhau gia nhng k vng ca ngi mua sn phm v nhng tnh nng s dng nhn thc c ca sn phm. Nu nhng tnh nng s dng ca sn phm khng tng xng vi nhng k vng ca khch hng th ngi khch hng s khng hi lng. Nu n p ng c nhng k vng th khch hng s hi lng. Nu n vt qu k vng th ngi khch hng s rt hi lng. Nhng cm gic ny s dn n hai trng hp khc nhau, hoc l khch hng s mua sn phm na v ni tt cho n, hoc l ni xu v sn phm vi ngi khc.
+

- Hot ng khi khng tha mn + kin phn i + Phn i b mt + Phn i vi nhm th 3 II.Tin trnh mua vi mt hng xe my

1. Tng quan v th trng xe my Vit Nam Nhu cu tiu th xe my Vit Nam: Nu nh Vit Nam khong mt hai thp nin trc y, xe my mang tnh thiu s th trong nhng nm gn y, chic xe my tr nn ph bin hn v hu nh tr thnh phng tin giao thng chnh ca i a s ngi. Trong c cu tham gia giao thng th Vit Nam, cc s

11

liu cho bit: xe my chim v tr u bng vi t l khong 61% tng cc phng tin giao thng. Nhn bit c nhu cu khng l v xe my nh vy nn trong thi gian qua c nhiu nh cung cp trn th trng xe my Vit Nam. Cc hng xe my ni ting trn th gii nh: Honda, SYM, Suzuki, Yamaha, Piaggio tin hnh lin doanh vi Vit Nam sn xut v cung cp cho ngi tiu dng Vit Nam. Thm vo , trong 5 nm tr li y, th trng xe my a dng nay cn a dng hn bi nhng chic xe my Trung Quc c nhp khu cng nh c sn xut t ti Vit Nam. Trn th trng Vit Nam hin c cch nh cung ng sau: Hon da Vit Nam : Cng ty Honda Vit Nam l lin doanh gia cng ty Honda Motor Nht Bn, cng ty Asian Honda Motor Thi Lan v Tng cng ty my ng lc v my nng nghip Vit Nam, c thnh lp theo giy php u t s 1521/GP cp ngy 22 thng 3 nm 1996. T n nay Honda Vit Nam lun c ngi tiu dung Vit Nam bit n vi uy tn v cht lng ca mt tp on sn xut xe my ln nht trn th gii. Xe my ca tp on Honda lun mang n cho ngi tiu dung Vit Nam cm gic an ton, s tin tng vo cht lng v bn ca xe. Honda Vit Nam cung cp cho th trng cc sn phm chnh sau:
-

+ Nhn hiu xe Super Dream (nay c Super Dream mi) + Nhn hiu xe Future gm: Future NEO v Future II
+

Nhn hiu xe Wave gm: Wave , Wave ZX, Wave RS, Wave RSX

+ Nhn hiu xe tay ga Spacy, @, SH, Dylan Hon da l thng hiu xe my ng u trn th trng Vit Nam Yamaha Vit Nam: Cng ty Yamaha Motor Vit Nam l doanh nghip lin doanh gia cng ty Yamaha Motor Nht Bn, Tng cng ty lm nghip Vit Nam v cng ty cng nghip Hong Leong Industries Berhad Malaysia. Cng ty c thnh lp ngy 01 thng 4 nm 1999, giy php u t s 2029/GP. Vn phng chnh v nh my ti x Trung Gi, huyn Sc Sn, H Ni. Hin ti, Yamaha chim c v tr tng i vng chc trong th trng xe my Vit Nam. Sn phm ca hng c nhiu ngi u thch- c bit l gii tr. Yamaha tung ra th trng vi nhiu loi xe t xe s, xe phanh a, xe ga vi kiu dng mu sc rt tr
-

12

trung v a dng. Cc kiu xe ga ca Yamaha nh Mio Amore, Mio Maximo, Mio Classical u c thit k nh gn, sang trng, gi c va phi, dao ng t 16-18 triu ng, n rt ph hp vi ph n Vit Nam, c bit l cc bn n.Vi nhng chic xe ga ny cc bn gi va c th th hin c tnh, s nng ng ca mnh nhng li va mang n nt du dng, nh nhng, quyn r vn c ca n gii. Chnh v th ngay t khi ra i n c s ng h ng o ca kh nhiu n gii. Cc sn phm chnh Yamaha cung cp trn th trng hin ang rt c a chung- c bit l gii tr: + Cc xe thuc dng xe s nh Jupiter V, Jupiter MX, Sirius V, Exciter + Cc kiu xe ga nh Mio Amore, Mio Maximo, Mio Classical, Nouvo, Cuxi, Nozza Mc d khng th cnh tranh vi Honda v cht lng nhng Yamaha li c li th v chng loi. chng loi ca hng ny rt phong ph v a dng, rt hp v thi trang. Yamaha Motor Vit Nam cn c chin lc qung co, tip th rng ri, c hnh thc mua tr gp vi li sut hp l nhm thu ht khch hang. Nhng sn phm ca hng ny thng c gii tr a chung bi s thi trang v mu sc cng nh kiu dng ca n. Nh vy, sau mt thi gian di hot ng Yamaha Motor Vit Nam tm thy th mnh ca mnh v ang tng bc khng nh sc mnh trn th trng xe my Vit Nam.
-

SYM: Nm 1992, San Yang u t sn xut kinh doanh xe gn my ti Vit Nam vi tn y l: Cng ty hu hn ch to hng cng nghip v gia cng ch bin hng xut khu Vit Nam vit tt l VMEP. T nm 1996, cng ty San Yang Motor Taiwan thuc Tp on Chinfon quyt nh t ph bng chin dch ton cu vi thng hiu SYM. Sn phm mang thng hiu SYM c hai dng chnh:

+ Xe Cub (xe s bnh thng): Angel, Magic, Star, Amigo, Bonus, Husky.
+

Xe Scooter (xe tay ga): Attila, Excel, HD , GTS

13

+ Vi cht lng v uy tn cng nh s tm ti, ci tin khng ngng vi nhng sn phm mu m p, cht lng cao, SYM Vit Nam v ang tr thnh mt trong nhng nhn hiu c ngi tiu dng Vit Nam a chung v tin tng.

Vit Nam Suzuki : Suzuki l mt hng xe ln ca Nht Bn. Cng ty Vit Nam Suzuki thnh lp vo ngy 21 thng 4 nm 1995 lin doanh gia cng ty c phn ca cng ty Suzuki Motor, cng ty Nissho Iwai v cng ty Vikyno. Suzuki : l mt hng xe ln ca Nht Bn mang thng hiu tin phong xy dng hinh anh thi trang cho san phm xe may tai Vit Nam..Ngay t khi bt u tip cn thi trng nm 1996, Suzuki a nm bt c khuynh hng sng mi y nng ng cua gii tre Vit Nam. Va thi trang la yu t th hin ro net nht phong cach sng hin ai nay. Nh mt nha tin phong nm bt ung thi hiu ngi tiu dung, Suzuki a cho ra i kiu xe may Viva trang nha gop phn ln cho vic xy dng hinh tng thi trang trong nganh xe may. K t o n nay, Suzuki Viva lun c ngi tiu dung Vit Nam a chung nh mt loai xe may lun lun la thi trang va hin ai.
-

- Cc dng xe ca hang l: Smash 110, Shogun R125, Viva 110, Burgman Suzuki SkyDrive 125cc, Suzuki X-Bike 125cc, Hayate 125. Smash Revo, dng xe th thao- GSX hay Hayabusa, xe chy ng trng- V-Strom, xe tay gaBurgman Nh s n lc khng ngng : h thng bn hng c mt rng khp c nc l s kt hp hiu qu ca cc ca hng Suzukia 3S, l bn hng, dch v hu mi v cung cp ph tng Suzuki chnh hng nn th trng tiu th ca Vit Nam Suzuki ngy cng c m rng trn th trng xe my Vit Nam. Ngi tiu dng Vit Nam dn chp nhn v ng h cc sn phm ca cng ty.
-

Piagio: l thng hiu xe tay ga thuc tp on Piaggio & C. S.p.a, mt biu tng cho s tin phong trong cuc sng hin i. Thng hiu ny bao gm cc dng xe th hin s cch tn mang tnh cng ngh, an ton, thn thin v mang thit k cao cp, snh iu. y l thng hiu hp dn dnh cho tt c nhng ai thch s thay i v lm mi mnh. Ti Vit Nam, thng hiu Piaggio v ang em n cho ngi tiu dng Vit Nam 4 dng sn phm ng cp l: Beverly, Liberty, Fly v ZIP.
14

Lambretta: Lambretta - mt trong nhng thng hiu scooter ni ting ca . i vi th trng Vit Nam, Lambretta c thi k pht trin rc r; vi nhng tay chi thc s th khng ai li c th b qua nhng chic Lam v bu (Lam min, Lam bu) hay Lam gi (Lam thng), Lam t p san (special) cn i vi dn chy ch, dn H Ni nhng thp nin 90 ca th k trc cn mt thi kinh hong vi nhng chic Lam ba bnh "bay ln" trn con ng H Ni - H ng Sau hn 40 nm mai danh n tch, nhng chic Lambretta c hi sinh vi nhng sn phm mi ti trin lm EICMA () nm 2010. V ch trong mt thi gian ngn, hng xe ny tm c nh phn phi chnh thc cho mnh ti Vit Nam, vi sn phm u tin l xe Lambretta LN 125 kh nhiu mu, nh: , vng, cam, xanh da tri, xanh l cy- va c mt ti Vit Nam thng 10/2011 Mc gi cho LN125 vo khong 5.000 USD ti chu u v v Vit Nam s t hn do thu. Xe my Trung Quc : nhng ng ch tp on sn xut xe my ln ti Trung Quc nh : tp on Lifan, Zongshen, Hongda, Fushi bng chin thut theo mu ca cc ng c sn c trn th trng sn xut ra hng lot sn phm xe my vi gi bn thp k lc xut sang th trng ng Nam , Chu Phi trong c Vit Nam. ny thc s rt thnh cng trn tht rng Vit Nam v mt phn ln ngi dn lao ng Vit Nam c nhu cu mua xe my song c thu nhp thp, hoc nhng ngi c nhu cu i xe my song li khng c tin. 2. thc nhu cu

15

Xe my l mt trong nhng phng tin i li chnh yu ti Vit Nam. Vic c mt chic xe my s gip bn ch ng hn trong cng vic v cuc sng. Th trng xe my Vit Nam hin ang rt si ng vi s gp mt ca nhiu thng hiu nh Honda, Yamaha, Piagiop ng mi phn khc khch hng c nhu cu s dng xe my. Cc hng cng ln lt tung ra rt nhiu kiu xe gip ngi tiu dng c nhiu la chn khi mun mua mt chic xe my. Tuy nhin, s phong ph y li khin ngi tiu dng kh khn trong qu trnh quyt nh mua vi iu kin ngun lc trong gii hn. T yu cu ca vic hc v cng vic, ti cng c nh mua xe my thay cho vic i xe bus mi ngy v trn thc t, c xe my s gip ti ch ng v thoi mi hn rt nhiu v mt thi gian cng nh i li. V c bn chic xe phi p ng cc yu cu v: Gi c: nm trong khong 30-33 triu Kiu dng: ph hp vi n gii nhng vn gi c nt tr trung ca sinh vin.
16

Tnh nng: lng nng lng tiu tn l thp nht, bn cao, ph tng d tm kim vi gi ph hp, mt s c im v k thut nh my chy m, kh nng tng tc d dng. Dch v CSKH ca cc hng xe. Xut x: l thng hiu c tn tui trn th trng, c khng nh v cht lng.

Tuy nhin, c th thc r rng nhng vn gp phi vi mt sinh vin: Gii hn v ti chnh: mc tin dnh cho vic mua mt chic xe trong khong 30-33 triu. Th trng xe my ang b thi gi qu cao:Vic cc hng xe thi nhau i gi xe my ln khin cc dng xe my tm trung cng tr thnh dng xe hng sang. C th nhc ti AirBlade phin bn 2010 ca Honda c mc gi ln ti 50 triu, hay nh Nozza ca Yamaha hay Vision ca Honda gi cng tng t 2,5-5 triu/xe. Thiu kinh nghim trong mua sm cc sn phm cng ngh Nhng yu cu cu bn thn v tnh nng ca xe: kiu dng, mu sc, cng sut, ph tng, my mc. C ph hp vi gi tin dnh cho chic xe . 3. Tm kim thng tin

Vi s pht trin ca cc phng tin thng tin i chng, ngi tiu dng d dng tm kim c nhng thng tin cn thit cho qu trnh ra quyt nh ca mnh. -Ngun thng tin cng cng:Internet,ai bao,tivise cung cp y u cho ngi tiu dung v kiu dang,mu ma,gia ca cua cac loai xe may co mt trn thi trng. VD: http://www.vatgia.com/home/xe+may+honda.spvg

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Honda Air Blade Fi 2011 (Trng en) Honda Airblade Fi Trng en. Hng sn xut: HONDA / ng c: PGM-FI, Xng, 4 k, 1 xy lanh, lm mt bng cht lng / Dung tich xy lanh: 108cc / Loi Xe: Xe ga / T s nn : 11:1 / Cng sut ti a: 6.7kw/7500rpm / M men cc i: 9.2 Nm/6,000 rpm / H thng khi ng: Khi ng bng in, p chn/ H thng bi trn: - / Du nht ng c: 0.8 lt / B ch ho kh: - / H thng nh la: - / H thng ly hp: T ng, Ma st kh / Chiu di (mm): 1890mm / Chiu rng (mm): 680mm / Chiu cao (mm): 1110mm / cao yn xe: 772mm / Trng lng: 110kg / Khong cch gia 2 trc bnh xe: 1275mm / Khong cch gm xe: 130mm / Phanh trc: Thng a/ Phanh sau: Phanh c/ Dung tch bnh xng: 4.5lt / Khung xe: Khung ng thp / Gim xc trc: Gim chn thy lc, ng lng, Lng vo v nhau v kiu n lc/ Gim xc sau: L xo tr, gim chn thy lc/ 3,3

Honda Vision 110cc 2012 Mu bc Honda, Honda Vision 110cc 2011. Hng sn xut: HONDA / ng c: 4 th, 1 xi lanh, lm mt bng khng kh, 2 van / Dung tich xy lanh: 108cc / Loi Xe: Xe ga / T s nn : 9.5:1 / Cng sut ti a: 6.2kw/8000rpm / M men cc i: 8.6Nm/6000rpm / H thng khi ng: Khi ng bng in/ H thng bi trn: Ngm trong du / Du nht ng c: 0.8 lt / B ch ho kh: Bm xng in t / H thng nh la: in t / H thng ly hp: V-Matic/ Chiu di (mm): 1870mm / Chiu rng (mm): 670mm / Chiu cao (mm): 1090mm / cao yn xe: 755mm / Trng lng: 102kg / Khong cch gia 2 trc bnh xe: 1255mm /
18

Khong cch gm xe: 120mm / Phanh trc: a thu lc ng knh 220 mm/ Phanh sau: Tang trng, ng knh 130 mm/ Dung tch bnh xng: 5.5 lt / Khung xe: Khung ng thp / Gim xc trc: L xo tr,gim chn thu lc/ Gim xc sau: L xo tr, gim chn thy lc/ 4,3 . -Ngun thng tin ca nhn:Qua ban be,gia inh, nhng ngi a tng dung th san phm se cung cp cho khach hang nhng thng tin qua gia v cht lng cung nh bn ca san phm va ch u ai cua cng ty va doanh nghip i vi khach hang -Ngun thng tin thng mai:ngi tiu dung cung co th tin kim cac san phm xe may ma minh mun trn nhung thng tin quang cao,hi tr,trin lam cua cac doanh nghip cng ty xe may co th cp nht c nhng san phm mi cua cng ty va t o co th a ra so sanh vi cac san phm khac dn ti quyt inh mua loai xe may nao -Ngun thng tin kinh nghim:ngi thng tin c th trc tip n xem xet hay dung th cac san phm xe may tai cac chi nhanh cua cac cng ty va doanh nghip co th a ra nhng quyt inh ung n nht trong vic mua san phm. T cc ngun thng tin sn c, ngi tiu dng s tin hnh tm kim cc thng tin v cc dng xe, c im chung ca sn phm ca hng, cc i l phn phi trn a bn v tin hnh so snh, phn tch gi ca cc ca hng ny c th nh gi v a ra quyt nh. Honda: Hin ti, Honda ang l nh sn xut, cung ng xe my ln nht trn th trng Vit Nam Cc dng xe ca Honda: SH 125/150cc, PCX , Air Blade FI Magnet, Air Blade FI, LEAD, VISION, Future X FI, Future X , Wave RSX FI AT , Wave 110 RSX, Wave 110 RS, Super Dream, Wave 110S,Wave .
a.

Honda a ra rt nhiu loi xe, tuy nhin, ti ch trn tm hiu mt s dng xe thch hp vi ti tin ca mnh. V n c tng kt di bng sau:

19

Loi xe VISION Future X FI Phin bn vnh c, phanh a (bnh mm) Future X FI Phin bn nan hoa, phanh a (bnh cm) Wave RSX FI AT -Phin bn phanh a/ bnh mm (vnh c) Wave RSX FI AT - Phin bn phanh a/ bnh cm (vnh nan hoa) Wave 110 RSX - Phin bn bnh mm (vnh c) Wave 110 RSX Phin bn bnh cm (vnh nan hoa) Click play 2010

Gi (VN) 28.500.000

Ch thch Gi bn l xut ( c thu GTGT) Gi bn l xut ( c thu GTGT)

29.990.000

28.990.000

Gi bn l xut ( c thu GTGT)

30.590.000

Gi bn l xut ( c thu GTGT)

29.590.000

Gi bn l xut ( c thu GTGT)

20.290.000

Gi bn l xut ( c thu GTGT)

18.790.000

Gi bn l xut ( c thu GTGT) Gi bn l xut ( c thu GTGT) Gi bn l xut ( c thu GTGT)

26.490.000 25.990.000

Click 2010

exceed

20

Tham kho ngun: http://honda.com.vn/Default.aspx?tabid=810&Product_ID=114&activeid=5 - Mt s i l y quyn ca Honda TTCO #1 T&H TN T PEXTRACO #1 MATEXIM VAC MACHINCO 216 i Cn, Ba nh, H Ni K1, Thnh Cng, Lng 90 Qun Thnh, Ba nh, H Ni 142 L Dun, ng a, H Ni Km7 Nguyn Tri, Thanh Xun, H Ni 128 Xun Thu, Cu Giy, H Ni 442 Hong Hoa Thm, Ty H, H Ni
b.

04 8326654 04 754 1222 047164576 04 5180768 04 8588061 04 8335334 04 8326953

Yamaha: th phn ng th hai sau Honda, c nhiu dng xe dnh cho n gii. - Cc dng xe ca Yamaha ( bao gm thu GTGT) Vnh nan hoaVnh LOI XE MU (Model) XEPhanh (Spoke Drum brake) LEXAM Lexam TAURUS Taurus JUPITER Jupiter 2009 Gravita 2011 MX/Gravita cPhanh wheel(Spoke Disk brake) 25.000.000 VND 15.990.000 VND 16.990.000 VND 23.600.000 VND 24.900.000 VND 22.200.000 VND 25.400.000 VND nan hoaVnh aPhanh wheel(Cast Disk brake) 26.500.000 VND c a wheel

21

Jupiter RC 2011

27.800.000 VND 20.000.000 VND 22.000.000 VND 23.500.000 VND 26.900.000 VND 32.900.000 VND 31.900.000 VND 33.900.000 VND 34.200.000 VND

Mio Ultimo MIO Mio Classico

LUVIAS Luvias Cuxi phun xng in t (FI) Nozza phun xng in t (FI) Nouvo LX 135cc NOUVO Nouvo LX RC / LTD 135cc

CUXI

NOZZA

Trch ngun: http://www.yamaha-motor.com.vn/home/san_pham/?xe=192 Cp nht ngy 01/10/2011 - i l y quyn Yamaha 3S H Thy: S 511, Lc Long Qun, Qun Ty H, H Ni T: 04.37583888 - Fax: 04.37583888

22

Yamaha 3S Kng Ngn 1:

62 Ph Hu - Hai B Trng - H Ni T: 04-39439697-Fax: 04- 39430296

Yamaha 3S Quc Vit:

S 2 Hong Quc Vit - Cu Giy - H Ni T: 04-37543466 - Fax: 04-37545391

Yamaha 3S Xe my 74:

74 Khm Thin - ng a - H Ni T: 04-38510610 - Fax: 04-35186462

Yamaha Town H ng :

s 682 ng Quang Trung, H ng, H Ni T: 04.33119722

Yamaha Town H Ni:

S 6 - Thi Phin - Hai B Trng - H Ni T: 04-39762815- Fax: 04-38216877

c. SYM Gi bn xut ( bao gm VAT)

Loi xe

Mu xe Joyride phun xng in t Joyride B ch ha kh

Joyride

31.000.000vn 31.000.000vn

Elizabeth

Thng a Thng c Thng a Thng c

Victoria

26.500.000vn

- i l y quyn: 91 Cu Giy - Cu Giy H Ni

T: 046.2690259
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Cng Ty TNHH H Thy- 281 i Cn, Ba nh 511 Lc Long Qun, Ty H (H Ni). Cng Ty Quc Anh- 75 Khm Thin, ng a (H Ni) * trch ngun : http://sym.com.vn/ d. Suzuki

Dng xe

Gi bn l ( xut) Loi bao gm VAT

Hayate SS - MI VND 26,390,000 Suzuki Hayate SS - Phin Bn thng MI Hayate SS - MI VND 26,890,000 Phin Bn c Bit Suzuki SkyDrive 125cc SkyDrive 125cc - Vnh VND 24,500,000 c Hayate 125cc - Vnh VND 24,990,000 c Suzuki Hayate 125cc Hayate 125cc - Night VND 24,990,000 Rider Hayate 125cc - Phin VND 25,200,000 Bn c Bit 2009 Suzuki X-Bike 125cc X-Bike 125cc - Vnh VND 22,900,000 c

- i l y quyn Ca Hng c 162 Tn c Thng, Q. ng a, H H Ni 043.5332328 Cng Ni

24

Ca Hng Duy S 216, Khi 2, X. Ph L, Sc Sn,043.884308 H Ni Hong H Ni 6 Ca Hng H Thy Ca Hng Khang Thnh Ca Hng Khang Thnh H Ni 281 i Cn, Q. Ba nh, H Ni H Ni 043.767415 6

Km 20, QL 32, TT. Phng, H. an 043.3639269 Phng, H Ni 043.825014 8 043.851175 5

H Ni S 2 Qun S, Q.Hon Kim, H Ni

Ca Hng Nam H Ni 80-82 Ty Sn, Q. ng a, H Ni Tng

Ca Hng Qy Km 5 +700 - Quc L 2- Tn Ph -Ph 043.584097 H Ni Hnh Cng- Sc Sn - H Ni 2

* trch ngun : http://www.suzuki.com.vn/vi-VN/zone/2/motorbike.cco

e.Piaggio

Piagio l hng xe cao cp ca vi nhng mu xe thi trang v mang phong cch lng mn . Gi ca dng xe ny thng ng nhm cao . Gm cc dng sn phm : Beverly 2010 125, 300cc: gi xut ca cng ty 147.300.300 VN Liberty i.e : gi bn l xut vi Liberty 125cc l 56.800.800 VN Liberty 150cc l 70.700.700 VN Fly : gi bn l xut l 51.200.000 VN Zip : gi bn l xut l 27.900.000 VN

25

e. Xe my Trung Quc : Xe my Trung Quc c nhp khu vo Vit Nam vi gi kh r. Tuy nhin, do gi bn u ra thp k lc nh vy th mt vn lun i km vi n m chng ta cn phi xem xt l cht lng. Cht lng hay an ton ca nhng sn phm xe my Trung Quc thc s l mt vn khng kim sot c. ng ch cc tp on Trung Quc th vi dch v san bn hng v th l vn cht lng xe my th ch c ngi s dng n mi thu hiu. Ngi tiu dng Vit Nam ni chung v sinh vin ni ring qua cng c ci nhn so snh v khng nh vai tr ca cht lng dch v bo hnh gia cc sn phm do cc hng sn xut xe my khc nhau cung cp- dchv bo hnh l minh chng khng nh v cng c cht lng cc loi xe m h cung cp.

4. nh gi cc phng n

Sau khi tm kim thng tin v cc hng xe v sn phm ca h. T pha ti, c 4 thng hiu m ti tin tng vo cht lng, kiu dng cng nh hp vi ti tin ca ti. V ti c mt s nh gi nh sau:

Honda:

Th mnh ca Honda : Thng hiu lu nm,c ch ng vng chc trn th trng Vit Nam, h thng nh phn phi, bo hnh rng khp, c nh my sn xut ti Vit Nam, nhiu dng xe ph hp vi nhu cu ca ng o ngi tiu dng Vit cho s la chn a dng, mu m, kiu dng phong ph, gi c ph hp, tng i bn v tit kim xng, qung co v hu mi c c bit quan tm. V c bit theo ngun trang http://www.tin247.com/danh_gia_muc_tiet_kiem_xang_cua_air_blade_fi-1421528505.html th vi cng ngh FI ca Honda c th gip tit kim c 20% lng nguyn liu do kh nng iu tit lng xng theo vn tc, ti trng, cng ngh FI gip xe t ph thuc vo thi quen ti x, iu kin mt ng nh ch ha kh thng thng. Do , vi iu kin giao thng Vit Nam, FI s gip tit kim

26

hn. Vi iu kin tht cht chi tiu nh hin nay th vic khng nhng chn mua c mt chic xe m gi c ph hp m cn i hi vic tit kim nhin liu mc tt. Khuyt im ca Honda : H lt vt nhng ph tng r,t c mu mi mi nm, thng ch l thit k li cc mu xe trc , gi cc dng xe khng n nh, thng b y gi ln so vi gi nim yt.

V d: mu xe tay ga Lead ni ting vi vic lon gi mu sc, mi mu sc c bn vi mt mc gi khc nhau, nh ngi tiu dng. - Yamaha: l hng xe m c nhiu sn phm a dng v chng loi, mu sc v li th hin s tr trung, nng ng ca gii tr nn c bit c gii tr a thch. Khng nhng th dng xe ga ca Yamaha cn c thit k nh gn, sang trng, gi c va phi, rt ph hp vi ph n Vit Nam, c bit l cc bn n. Vi nhng chic xe ga ny cc bn gi va c th th hin c tnh, s nng ng ca mnh nhng li va mang n nt du dng, nh nhng, quyn r vn c ca n gii. Thng hiu mi,nhng dm u t,nh vo tm tui trung v tr nn xe nhn hi d thng, nhiu thit k xe dnh cho phi n,nh phn phi ng th 2(d mua ph tng),ni a ho ( c nh sn xut ti Vit Nam), xe ca Yamaha c nh gi l c bn cao, bo hnh tt. V d: c xe Nozza c thit k dnh ring cho n, xe Nouvo c thit k dnh ring cho phi mnh Khuyt ca yamaha : tng i t, bn tng i nm gia honda v suzuki, gi xe thng cao hn Honda, h thng i l cn t.

- Suzuki: Th mnh ca Suzuki: bn cao, t a ra mu xe mi nhng vn tr vng ti th trng Vit Nam Khuyt ca suzuki : kh t, ni a ha km, h thng i l, bo dng cn t, t tung ra mu xe mi. - SYM: Th mnh ca SYM: Cu to my rt c trng, xe i kh nh, cm gic cm li chc chn, my m, mu m p

27

im yu ca SYM: h thng i l, bo dng t, bn ca xe khng cao, ngoi mu m th khng c li th nhiu v cng ngh.

Vic nh gi u nhc im ca cc hng xe cho ngi tiu dng c ci nhn tng quan v th trng xe my Vit Nam. Cng vi vic nh gi cc ngun lc ca bn thn, ngi tiu dng s a ra nhng phng n la chn kh thi nht. Xt trong trng hp ca ti, sau khi tm hiu thng tin v cc hng xe v dng xe, nh gi nng lc v yu cu ca bn thn, c mt s mu xe khin ti ch :

Aitila Victoria Kiu dng gn gng thanh thot hn vi 06 mu: bc, en, xanh l, xanh dng, hng, trng kha 04 chc nng (cng tc, m yn, khoa c, kha chng trm) rt tin li. n li mt n v n signal trc thit k duyn dng v thon th cho xe. n ui cu to theo kiu n xe hi, tng cng sng cng vi tay nm sau thit k mi, to v p cao cp cho xe. Bn gc chn sau ci tin mi, to t th ngi thoi mi cho ngi ngi sau. Gi bn VAT l 27,9 triu.

Attila Elizabeth

28

Elizabeth c thit k gn ging Piagio LX vi ba mu chnh: trng, en, xanh, s dng ng c mt xi-lanh dung tch 125 phn khi, cng sut 9,5 m lc ti vng tua my 7.500 vng/pht. Tc ti a t c 83 km/h v tiu hao nhin liu 2,3 lt/100 km. Gi Elizabeth bn tham kho 31 triu ng.

Yamaha Nozza Xe nh, thit k thi trang, c cp m bo him rng, t th ngi thoi mi, tit kim xng. Xe chy m, t ting n nhng kh nng tng tc chm. Thit k c bit dnh cho ph n Vit Nam vi nhiu chi tit khc bit v mi l. Gi nim yt 33,9 triu ng. Nhng Yamaha cam kt s bn Nozza vi mc gi 31,9 triu trong nm 2011.

29

 Honda Vision Thit k pha trn gia nhiu phong cch khc nhau, l mt dng xe trung tnh. Mt cht ca Click phn u, ng vut bn thn ging SH trong khi cm n hu mang phong cch PCX. Honda Vit Nam cho bit chy th tc 45 km/h, Vision tiu th 1,6 lt xng cho 100 km v tit kim 23,5% so vi cc dng xe Honda cng phn hng. Vision c kh nng vn hnh n tng, my chy chc. Mc gi sau thu l 28,5 triu ng.

Honda click play

30

Honda Click c phong cch thi trang c sc v ph hp vi phi p, thit k snh iu, n tng Trng lng xe nh ch khong 100kg, cao yn xe l 750 mm. Chiu di ca yn xe vi lp m c m v n nh cao mang li cm gic thoi mi nht cho ngi ngi sau. Sn chn rng ri c tch hp vi mc treo di yn xe gip cho ngi iu khin c t th ngi n nh v thoi mi khi vn hnh xe. Click Play c 3 mu: hng, xanh v trng, vi gi bn l xut l 26,49 triu ng

Yamaha cuxi

31

Thit k gn, thi trang, ph hp tnh cch ca khch hng n tr tui, c tnh vi cc mu ch o Vng, en, Trng, Nu. Tay li n gin v gn vi mt mn hnh LCD hin th thng tin, kha 3G cho php ngi dng kha mt lc 3 v tr m bo an ton cho xe: kha c, kha kha v kho bnh sau. ng h cng-t-mt in t ca xe c thit k rt d thng, nh nhn nhng vn hin th y thng s: tc , qung ng i, ng h thi gian, bo thay du, bo li h thng. D vn hnh v c trang b h thng FI tit kim nhin liu. Theo nh sn xut, mc tiu hao nhin liu 50 km/lt. Gi sau thu 31,9 triu ng. Tuy nhin, theo tm l chung ca i a s ngi tiu dng Vit, ti vn dnh u tin cho Honda bi bn tng i v cng ngh tit kim nhin liu hn hn i th khc trn th trng. c bit, khi gi xng du ang mc cao thi y c l l s la chn hp l nht. Vn cn li l cc xe ca Honda thng khng c kiu dng p, dnh ring cho n. Nn ti la chn thm mt s cc hng xe khc trn th trng khc phc im yu ny. Cc dng xe c la chn l cc hng sn xut c uy tn trn th trng Vit Nam, l li m bo v cht lng ca cc dng xe cng nh cc yu cu v k thut, kiu dng. y cng l nhng dng xe dnh cho phi n c tiu th mnh trn th trng. 5. Quyt nh mua - La chn dng xe
32

Da trn nhng phng n la chn, ngi tiu dng s cn nhc a ra quyt nh mua. Chic xe c chn l chic xe p ng ti u cc yu cu, k vng va h. Vic chn mua mt mt hng thng mang tnh ch quan ca c nhn. Tuy nhin, trong nghiu trng hp, n cn chu nh hng ca nhiu yu t mi trng, cc nhm tham kho. i khi, n khng phi l quyt nh mua c nhn m cn c s tham gia la chn ca cc thnh vin khc trong gia nh, nht l vi mt sn phm c gi tr nh xe my. Chnh v th, vic la chn mua xe ca ti cng b tc ng bi nhiu nhn t khc nhau. Sau khi nh gi 6 phng n trn ti lp ra mt bn nh gi chung v cc dng xe theo cc tiu ch ban u ca mnh.

loi xe Attila Victoria

gi bn (40%) 9

kiu dng ( 15%) 7 9.5 7 9.5 8 9

tnh nng ( 25%) 7 8.5 8 9 8 9

xut x ( 10%) 8 8 9 9 9 9

CSKH ( 10%) 8 8 8 9 9 9

tng im 8 8.75 8.35 8.675 8.6 9

Attila Elizabeth 9 Click Play Nozza Cuxi vision 9 8 9 9

Nh vy, c th thy, quyt nh mua ca ti thin nhiu v xe Vision ca Yamaha. V nu khng c cc yu t bt ng, ti s chn mua chic xe . Xt v tng th, Honda Vision l mt chic xe kh hon ho. gc nhn ngang, Honda Vision 2012 c kiu dng kh ging vi ngi anh em SH, nhng kch thc th ch snh c vi Airblade . V tr ngi li c thit k kh thoi mi, cung cp ti a tm nhn cho ngi li v hnh khch ngi sau. Ch ngi li c thit k tin li cao 755mm s ph hp vi phn ln hnh th ca ngi dn
33

Vit Nam c bit l phi n. Xe c trang b ng c 4 th dung tch 110cc, phun xng in t (FI) cho cng sut cc i 8,3 m lc (6,2 kW) ti s vng quay 8000 vng/pht v m-men xon cc i 8,7 Nm ti 6500 vng/pht, c tc chy khng ti l 1.700 vng/pht, cng sut ti trng ti a 165 kg, ng knh v hnh trnh piston: 50mm x 55mm, t l nn 9,5: 1. Chic xe t tiu chun kh thi Euro 3 ny c mc tiu hao nhin liu l 52 km/lt (ti vn tc 60 km/gi). Bnh xng c dung tch 5,5 lt, Vision 2012 c th i ht qung ng hn 280km. Honda Vision s hu b vnh c 5 chu kch c 14 inh vi phanh a trc v phanh m bnh sau. H thng phanh kt hp (Combi-Brake) trn Airblade cng c mang ln sn phm mi ca Honda. Kiu dng ca Vision khng qu ni bt nhng li c tt li vi mc gi thp hn nhiu i th cnh tranh trn th trng. Do mt vng quanh cc i l ca Honda trong ni thnh H Ni, ti kh bt ng khi gi xe Vision b thi ln chng mt. Tham kho ti cc i l cp 1 ca Honda y nhim ti Ph Hu, H ng, L Dun... mc gi ca Honda Vision c cc i l a ra u l 30,5 triu, chnh 2 triu so vi gi thng bo t chnh hng nhng mu m khng nhiu, ch c hai mu l vng v xanh. Ti cc ca hng, i l nh l ti Khm Thin, Ph Hu, Ty Sn... th ti y mu xe Honda Vision gn nh y c 6 mu ca Honda Vision nhng gi ti y li tng chng mt 32 n 32,5 triu ng, chnh 4 triu vi gi xut. Mc d khng l g vi vic lon gi ca Honda nhng n khin ti phi n o cn nhc khi mua chic xe ny v quay li nh gi tng th nhng chic xe ng c vin ca mnh trc . Cng cnh ng vi Honda Vision th Nozza ca Yamaha cng b i gi ln khng km so vi gi bn l m cng ty a ra nn vic ti khng th la chn Nozza cng l iu d thy. C th l, mu xe Yamaha Nozza Vit Nam, ch tnh t ngy 15/9 n nay, gi xe tng ln thm 3 triu ng mc 38 triu thay v mc gi 35 triu ng trc .V loi xe ny vn c chiu hng tng ln v c hin tng chy hng. C th, ti ph B Triu, Ph Hu, H ng (H Ni) nhiu ca hng phn phi chic xe ny vi gi ln ti 38 triu, tc l hn gi cho bn ca Yamaha ti hn 4 triu ng (gi Yamaha nim yt l 33,9 triu). So vi Honda hay Yamaha, SYM thua km nhiu v cng ngh cng nh cc tnh nng, song n li p ng c hai yu cu ca ti v gi c v kiu dng. Attila Elizabeth c thit k kh ging vi Piagio LX, dng xe m ti rt thch v c mc gi khng qu cao. Tham kho thm kin ngi thn tng s dng xe SYM v nhng ngi c hiu bit v xe my, so snh u, nhc im ca nhng chic xe k trn, ti quyt nh chn Attila Elizabeth.

34

- La chn ca hng, i l SYM khng c nhiu i l c quyn trn a bn H Ni, l kh khn chung cho nhng ngi la chn mua nhng dng xe ca SYM. Cch m c ng o ngi s dng p dng l tham kho gi ca cc i l bn xe Attila Elizabeth trn cc ch in t nh vatgia.com, rongbay.com. Sau khi tham kho trn vatgia.com, ti H Ni c hai i l ca SYM l: Cng Ty Quc Anh- 75 Khm Thin, ng a (H Ni) http://www.vatgia.com/quocanhauto&module=quicksearch&keyword=sym %20attila%20elizabeth

Cng Ty TNHH H Thy- 281 i Cn, Ba nh 511 Lc Long Qun, Ty H (H Ni). http://www.vatgia.com/xemayhathuy&module=quicksearch&keyword=attila %20elizabeth

Ti n tham kho ti hai ca hng ny v quyt nh chn mua xe ti cng ty Quc Anh.

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y l hnh nh chic Attila m ti chn mua vi mc gi 30,2 triu ng. 6. Hnh vi sau mua Theo nh gi ca c nhn ti, chic xe Attila Elizabeth kh n. Vi mc gi tm 30 triu, s hu mt chic xe nh vy l mt la chn ph hp. N p ng hu ht cc yu cu ban u ca ti v kiu dng, gi thnh v mt s tnh nng. Th nht, Attila Elizabeth c thit k mm mi, tr trung, c phn ging Piagio LX hi thi qu nhng n vn c nhng nt ring. Xe hp vi nhng ngi c chiu cao trung bnh nh ti v lm tn dng kh nhiu. Gm xe kh cao, thch hp vi ng x Vit Nam, nht l nhng ngy ma ngp hoc nhng on ng g gh. Ch chn rng, t th ngi thoi mi. Nhn tng th, chic xe kh bt mt, ti rt hi lng v kiu dng chic xe ny. iu lm ti thch th na l Attila Elizabeth s dng cng ngh phun xng in t vi k thut cng ngh tn tin ca Nht Bn. Do vy, c th kim sot c lng nhin liu cung cp mt cch l tng hn. Nh , m Elizabeth EFI tit kim xng hn so vi xe cng loi, t 43,5Km/L. ng c khi ng tt hn,tc cao. H thng n ca Elizabeth trng rt n tng, c v sang trng, chiu sng xa v mnh, n sau thit k hoa vn tng thm v m quan v bo hiu tt.. H thng n LED nh xanh bic c trng ca dng xe Attila. Khoang cha di yn xe siu ln, c th cha hai nn bo him loi 3/4 u v c th thm nhng vn dng khc v khoang cha ln n 27L gip ti gt b li lo v nhng chic nn bo him. Cha kha Elizabeth EFI cng l h thng iu khin t xa, dng cao cp nh cha kha xe hi, c tc dng 4 trong 1: c th m yn, tm xe, kha cng tc v kha t chng trm. Np bnh xng Elizabrth EFI c giu pha cp trc rt an ton. Thao tc m np xng tht nh nhng nh c ch np xng t bung khi xoay cha kha sang phi. Khng cn phi xung xe hay khom ngi, tht thoi mi v tin li khi xng. Nhn chung, cc c im ca Attila Elizabeth u kh hon ho. Tuy nhin, SYM vn khng ni bt trn th trng v cng ngh s dng trong mi chic xe, Elizabeth cng tng t. Xe khng tht s chc chn, ng c khng khe nh
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Honda hay Yamaha. Nu cho im v s ni bt v hnh dng, Attila Elizabeth c 9 nhng khi nh gi v cc c im k thut ch t t 7,5-8. iuny lm ti hi tht vng. Thm na, thng hiu ca chic xe c th tng thm gi tr ngi s dng ca chic xe . SYM m mt thng hiu tm trung trn th trng, xt v danh ting, uy tn u thua Honda v Yamaha, y l iu ti n o khi quyt nh mua Attila Elizabeth. Vi nhng gii hn v ngun nhng th Attla Elizabeth vn l la chn ph hp nht vi ti. Ti khng phi phn nn qu nhiu v mc gi nh vy l rt hp l. V c bn, nhng g ti k vng u c p ng. Nu sau khi s dng, nhng u im ca Elizabeth vn pht huy, nhng nhc im chung ca SYM c hn ch ti a, ti s gii thiu n ti mt s ngi bn ca mnh. III. xut nhng hot ng marketing nhm thc y vic mua hng

T nhng nhu cu xut pht t c nhn ti cng nh di ci nhn v nhn thc khch quan ca ngi tiu dng th theo ti hot ng Marketing ca doanh nghip cn c y mnh hn na c th nng cao nhn thc ca ngi tiu dng i vi sn phm ca mnh v tin tng vo hng sau khi quyt nh mua vn cm thy s la chn ca mnh l hon ton ng n. Hot ng Marketing cn to cho khch hng ghi nh c nhng c im thc s ni bt ca hng nh nu, ng thi ci tin mu m, hnh dng, a dng ha mu sc cng nh phn khc th trng, khch hng mc tiu r rng a ra nhng sn phm hu ch nht ti tay ngi tiu dng ph hp vi tng loi nhu cu. Cc hng cn xem xt li hot ng tung sn phm ca mnh ra ngoi th trng khi quyt nh trao y quyn bn cho cc i l? Cc i l ca cc hng xe tn tui nh hng n th trng xe gn my Vit Nam nh Honda, Yamaha hay by gi ngay c i l ca hng Piaggio cng bt u c hin tng lon gi- lm gi, hin tng khan hng o y gi bn tng cao nhm sinh li gy tm l bc xc cho ngi tiu dng. Thm vo cc hng cn ch trng hn n hot ng bo dng, bo tr nh k hay nhng dch v sau bn i km nh mt cch m bo cht lng, uy tn cho khch hng mua sn phm. Khng nhng th vic bo tr thng xuyn cn c th to ra mt thi quen cho ngi ch s dng chic xe thi quen bo dng n nh k, khuyn khch hot ng bo dng c th sinh li cho cng ty sau khi ht hn nhng hu mi i km ca dch v v gia tng bn cho sn phm- t cng tng thm uy tn ca cng ty.
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Tng cng dch v t vn mua hng cho khch , ci tin v cht lng v thi cung cp dch v nhm tng thm n tng tt cho khch hng, to s hi long khi mua hng Ngoi ra cc hng c th ci to khng gian bo dng v c chng trnh phc v cho khch hng trong thi gian ch i bo dng v thng thi gian bo dngx xe kh lu. Ti liu tham kho: Slide: Hnh vi mua ca khch hng do thy Nguyn Hong Giang bin son Sch: Philip Kotler, Qun tr Marketing, chng 7-8, NXB lao ng x hi, 2001. Web: vatgia.com.vn Trang ch cc hng xe ti Vit Nam nh: http://piaggio.com.vn/ http://honda.com.vn/Default.aspx . Cc bi vit nh gi v cc dng xe ca Vietbao, baomoi.

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