B TI CHNH TRNG I HC TI CHNH - MARKETING KHOA MARKETING

NHM: SC XC LP: 10DMA

CHNG VI QU TRNH QUYT NH CA NGI MUA

PHN IV: QU TRNH QUYT NH CA NGI MUA VI SN PHM MI

Thnh ph H Ch Minh 2012

B TI CHNH TRNG I HC TI CHNH - MARKETING KHOA MARKETING

BO CO THUYT TRNH MN: HNH VI NGI TIU DNG

CHNG VI QU TRNH QUYT NH CA NGI MUA

PHN IV: QU TRNH QUYT NH CA NGI MUA VI SN PHM MI

GV HNG DN: ThS. NG V QUNH THI NHM: SC XC THNH VIN: 1. L TH BCH PHNG 2. NGUYN L MINH HNH 3. NGUYN TH N 4. THIU QUANG THO NGUYN 5. HUNH TH CM LUYN 6. NGUYN TH AN TM

Thnh ph H Ch Minh 2012

CHNG 6 QU TRNH QUYT NH CA NGI MUA NHM: SC XC 1. L TH BCH PHNG 2. NGUYN L MINH HNH 3. NGUYN TH N 4. THIU QUANG THO NGUYN 5. HUNH TH CM LUYN 6. NGUYN TH AN TM V phn thuyt trnh ca cc nhm trc phn tch phn I, II v III nn trng tm bi thuyt trnh ca nhm phn tch xuyn sut qu trnh quyt nh ca ngi mua i vi sn phm mi, trong s phn tch cc qu trnh t bit, n chp nhn tiu dng sn phm v cc qu trnh nhn bit nhu cu, tm hiu thng tin, hnh vi hu mi v.v. Di y l phn thuyt trnh nhm v l thuyt ton chng: Phn thuyt trnh s bao gm trnh by v mc IV l Qu trnh quyt nh ca ngi mua i vi sn phm mi v video phn tch tnh hung. Kch bn ca clip Bn Hnh l con nh giu c thuc tup ngi cch tn Bn Phng thuc tup ngi lc hu . Qa trnh mua hng c xy dng qua hnh vi mua hng ca Hnh v Phng . Hnh c qu trnh mua nhanh chng qua vic nhn thy thng tin trn qung co v tm kim thng tin trn internet quyt nh mua . Phng c qu trnh chp nhn sn phm mi chm phi mt mt thi gian di tm kim thng tin, v n khi sn phm li thi th mi c quyt nh mua . Tnh hung mua hng : Hnh c mt chic Iphone 4 , Hnh mang n lp khoe vi bn v c bn b trm tr khen ngi . Trong c Phng , Phng nhn thy v bit n s xut hin ca Iphone 4 trn th trng . Tuy nhin , khi dng th Iphone th Phng khng s dng c cc chc nng cm ng v cho rng l sn phm ny kh s dng. Trong khi , Phng vn gi quan nim mt chic in thoi tt s dng l mt chic in thoi s dng n gin v bn nh chic in thoi ca mnh ang dng . Sau 1 nm, khi in thoi cm ng tr thnh sn phm ph bin th Phng mi bt u qu trnh tm kim thng tin k hn qua internet v quyt nh i in thoi Iphone . Cng khong thi gian , trn th trng xut hin sn phm Iphone mi, Hnh bit c thng tin qua qung co trn poster, bn c qu trnh tm kim thng tin v nh gi trc tip ti ca hng, dng th ti ca hng v quyt nh tiu dng . Phn tch hnh vi mua hng ca Phng v Hnh Hnh vi mua Iphone 4 ca Phng tri qua qu trnh sau :

Bit : Phng bit s c mt ca sn phm Iphone trn th trng khi nhn thy Hnh mang in thoi n lp v thng tin truyn thng rm r t bo i. : khi bn b trm tr trc chic in thoi mi th Phng b thc y tm hiu v n . nh gi : Qua vic n o suy ngh khng hiu chic in thoi mi c g c bit m bn b khen ngi nhiu n th , Phng ngh ti vic mn in thoi ca Hnh dng th . Dng th : Phng dng th in thoi ca nhng cm thy bt tin vi chc nng cm ng . Chp nhn tiu dng : n 1 thi gian sau khi in thoi cm ng tr nn ph bin th Phng mi tm kim thm thng tin trn internet v chp nhn tiu dng .

Hnh vi mua Iphone 5 ca Hnh tri qua qu trnh sau : - Bit : Hnh bit thng tin v chic in thoi sp ra i . - : nhn thy poster qung co hp dn v sn phm , thi thc bn tm kim thng tin v n . - nh gi : cc chc nng k thut mi c qung b rt hp dn vi Hnh , Hnh quyt nh dng th sn phm. - Dng th v chp nhn mua hng : hai qu trnh ny din ra ti ca hng , Hnh dng th vi s t vn ca nhn vin v chp nhn tiu dng. Nhng yu t nh hng n qu trnh chp nhn sn phm mi : Nhng yu t Phng Hnh c tnh ca ngi tiu dng L ngi lc hu L ngi cch tn c tnh ca sn Mc ni tri sn Mc ni tri ca Mc ni tri ca phm phm so vi sn Iphone l cao nn Iphone cao nn thc phm hin c mc d l ngi lc y Hnh theo di hu , sau mt thi v tm mua sn gian , Phng dng phm mi Iphone 5 th v chp nhn mua sn phm Mc ph hp vi V mc gi ca Iphone l kh cao so vi nhn thc v hnh vi mc nhn thc ca gi tiu dng lc by hin ti ca ngi gi.Do , mc ph hp ca Iphone l tiu dng trung bnh nn nhng ngi lc hu s kh chp nhn , i vi nhng ngi cch tn s d chp nhn hn . Mc d dng i vi nhng ngi ln u tin s dng trong vic s dng th Iphone l mt sn phm c cu hnh, giao sn phm mi din v 1 s tnh nng kh phc tp Mc d dng th Iphone l sn phm d dng th nhng sn phm mi quy tnh nng n gin, quy m nh( nh

m nh , hn ch

Hnh a cho Phng dng th hay Hnh n ca hng di ng dng th ) Mc d quan st Iphone c chin lc marketing cho sn hoc m t sn phm phm mi rt hiu qu, mt chic iphone 3 ra i c thng tin l iphone 4 sp ra i v tng t n lt iphone4 ra i th li c thng tin v iphone5 vt tri hn, Apple cung cp nhiu thng tin v c nhiu ngun khch hng tham kho Ngoi ra , Iphone cn c nhng c tnh khc nh hng n s chp nhn ca ngi tiu dng : - Gi c cao th hin cht lng sp, v cng l 1 cch th hin ng cp ca NTD - Uy tn ca cng ty Apple to c s tin cy v k thut, cht lng, mu m cng nh ng cp ca sn phm - Biu tng tri to ca sn phm l mt biu tng d nhn bit v thn thuc vi mi ngi. - Apple lu n cc yu t lin quan n vic tm kim thng tin ca NTD: Thng tin tm kim Nhn hiu sn phm c tnh ca sn phm Hot ng marketing To dng v tr cnh tranh vng vng so vi i th a ra cc chin lc sm phm thch hp, qung co tp trung thng tin n ngi tiu dng nhng c tnh ca sn phm m h quan tm. Apple lun lun i u, to ra xu th v khc bit Ca hng n mua sm Gi c Ngun thng tin tham kho C cc quyt nh v knh phn phi ng n Cn nhc khi xy dng gi Chn phng tin truyn thng m khch hng thng s dng

Ngoi ra phn tch su hn ta thy nhng c im ca qu trnh quyt nh mua ca ngi tiu dng nh sau: Hnh M t Phn tch ng dng marketing nh 1 Hnh em Hnh: Chn phng tin truyn thng m iphone mi ln H l ngi hiu bit nhiu, thu khch hng thng s dng v d khoe bn b tip cn nhp cao H tha mn vi sp mi nn c Ngi tiu dng cch tn rt quan hnh vi hu mi l khoe vi bn trng v h to ra xu hng cho nhng ngi khc bt theo. V vy b c nhng chin lc thu ht cng Phng Hnh nh iphone c a nhiu ngi cch tn cng tt. Cn c nhng chin lc tip th, vo tri gic ca Phng

Phng khng bit s dng v cho rng sn phm khng tt

Phng hiu bit t v cng ngh s nn c thi khng thch vi sn phm mi P l ngi bo th. S kh khn trong s dng sn phm mi khin P khng mun s dng na

dng th quy m nh NTD d dng tip cn v s dng sp, i dn vo thi quen s dng ca NTD. To s d dng cho khch hng trong vic dng th sn phm, vd cc quy t vn, showroom, DN tm cch thay i s tin tng ca ngi tiu dng v nhng c tnh quan trng ca sn phm m h nh gi sai. C nhng chin lc tip cn nhanh chng n vi nhng i tng chp nhn sp sm, to dng uy tn v mc ni ting cho sn phm thng qua chin lc PR

Nhng ngi bn ca Hnh sau ny u s dng in thoi cm ng

Khi in thoi cm ng ph bin, iphone tr nn thn thuc, P mi bt u tm kim thng tin v c nhu cu s dng n

Hnh nhn thy poster qung co Iphone 5 v quyt nh i n ca hng tm hiu thng tin mua

Nhng ngi ny l ngi chp nhn s dng sn phm sm. P nhn thy ai cng dng in thoi cm ng nn ny sinh nhu cu s dng theo tro lu (nhn bit nhu cu) P l ngi lc hu, c thi gian chp nhn sn phm mi chm nn n khi sn phm li thi mi bt u s dng. Vic mua sn phm do s thc y ca hon cnh l ai ai cng dng iphone y l sn phm mi l vi P nn P cn tm kim nhiu thng tin. phi tm hiu nhiu v sn phm d nh mua nh thuc tnh , c im , cng dng , bn , gi c .sau mi nh gi v quyt nh mua . Mc tm TT ko di v vt v hn Vic tm kim thng tin ca P l thng tin bn ngoi (internet, bn b) v bn trong l P nh li chic iphone ca Hnh lc trc c im ngi mua l cch tn, thi gian chp nhn sn phm H c nhu cu i mi in thoi, l s kch thch t bn trong v mt sn phm HOT nh Iphone 5 kch thch nhu cu

Doanh nghip phi cung cp thng tin mt cch chi tit v c nhiu chin lc marketing tip cn khch hng ngi tiu dng nm bt thng tin v c nhu cu s dng. (Qung co lng ghp cch s dng v tin ch ca sn phm) DN cn phi cung cp ngun thng tin nh th no, knh thng tin tin tng khng b nhiu thng tin v to s d dng cho qu trnh ny nh Internet, Qung co, bo chv c bit l to lng tin vng chc trong lng NTD s em li mt ngun thng tin mnh m rt nhiu l KH trung thnh, h s l ngun tt ng tin cy cho nhng ngi i sau.

To ra nhu cu, kch thch nhu cu bng cc bin php tip th, truyn thng. Ch trng n mu m , mu sc ,bao b ca sn phm c th thuyt phc khch hng mua ngu hng . Doanh nghip nn to s

tim n l mua in thoi mi ca H. y cng c th coi l trng hp mua hng do tnh c cng vi mong mun c in thoi snh iu t trc ca H Khi H n ca hng v tham kho ngi tip th l lc H ang tm kim thng tin bn ngoi. Mc tm kim TT nhanh Nh hiu qu ca tip th kch thch nhu cu ngn nht quyt nh mua nhanh.

khc bit , tnh nng ni tri so vi cc sn phm c trn th trng thuyt phc ngi mua . Sau khi mua l giai on khng km phn quan trng. y l giai on xut hin nim tin, thi nh hng trc tip n nh mua sm ln na trong tng tai v c nhng hiu ng truyn ming v sn phm, doanh nghip, thm ch c th xy ra khiu kin n cng ty. Chnh v th doanh nghip cn bit c mc hi lng ca khch hng i vi sn phm ca mnh c nhng chin lc marketing hon ho hn. V gi chn khch hng c l chin lc v cng quan trng v cn kh khn hn thu ht khch hng

IV. Qu trnh quyt nh ca ngi mua vi sn phm mi Sn phm mi l nhng sn phm mi xut hin trn th trng, hoc l loi sn phm ch c 1 hay 2 nhn hiu, rt t ngi s dng hay bit n cng dng, li ch ca sn phm Vd: Smartphone cao cp nht ca Nokia. Sn phm mang tn Lumia 900, chy h iu hnh Windows Phone phin bn mi. Excellent Cubic Zirconia l dng sn phm mi ECZ c PNJ chnh thc tung ra th trng sau bui hp ra mt ngy 6/7/2011. n vi sn phm mi, ngi tiu dng s tri qua 5 giai on quyt nh mua: BIT NH GI DNG TH CHP NHN TIU DNG Bit: ngi tiu dng bt u bit n sn phm mi nhng khng c nhiu thng tin v sn phm : ngi tiu dng b thc y tm kim thng tin v sn phm mi , c th tm hiu trn sch bo, internet hoc n cc trung tm t vn nh gi: ngi tiu dng xem xt c nn dng th sn phm mi ny khng. Qu trnh nh gi gm c nh gi t bn trong, chnh l nhng ngh ch quan ca ngi tiu dng v nhng thng tin thu thp c; nh gi t bn ngoi l vic ngi tiu dng tham kho kin t gia nh, bn b v nhng ngi tng s dng sn phm Dng th: ngi tiu dng dng th sn phm c lng gi tr sn phm y hn Chp nhn tiu dng: ngi tiu dng quyt nh mua v s dng sn phm mi Nh tip th nn tm cch dn dt ngi tiu dng v c chin lc khuyn khch dng th. Thch thc ln nht vi ngi lm qung co l liu thng ip mnh a ra c hiu qu, c tc ng n nhn thc, tim thc ca ngi tiu dng, dn dt ngi ta n mua hng ca mnh hay khng. Lm th no gy s ch , khin ngi tiu dng nh ngay n thng hiu ca mnh gia mt rng qung co? l mi ch ni n thng ip hiu qu, ch cha ng chm g ti chin lc qung co v la chn knh truyn thng. Nu khng to c thng ip c o v gn lin vi nhn hiu, c khi bn li b tin ra qung co gim cho i th. Qung co Galaxy Note mang tn "Street Challenge": Samsung lun coi Apple l i th ln nht m h cn ui theo, v th tht d hiu trong nhng qung co gn y ca mnh, h thp Apple lun l mc ch m h nhm n. Clip qung co mi nht (v c l s l khi u cho mt lot nhng clip cng tn sau ny) c tn gi Street Challenge vi Galaxy Note v iPhone 4 l hai nhn vt chnh. Thng ip Samsung mun truyn ti rng: "Galaxy Note tht tuyt vi v hu dng. Trong khi iPhone 4 th sao? - N chng lm c g c!" . Kch bn l mt ngi dng Galaxy Note say sa v c th lm mi chuyn anh ta thch, ng cnh l mt ngi ph na lun mm than rng: "tht chn, ti ch lm c g vi chic in thoi iPhone 4 ca ti c!". Thng ip qung co trn nhm h thp iphone, nhng v hnh chung lm mt s ngi c thi phn cm vi hng Samsung v c khi li lm ngi ta ght b sn phm Galaxy Note ny, nh vy th chng khc no b tin ra qung co gip cho i th c. Thng ip nh mt c quan ngn lun, b my tuyn truyn ca nhn hiu. Tuyn truyn sai c khi cn lm cho khch hng ri b i ng. Tn sut cng l iu m bn phi

lu , v n chuyn ng theo biu hnh sin. mt s ln nht nh s lm ngi ta nh, nhng nu qung co qu nhiu ln s lm ngi ta chn, nht l vi nhng qung co cht lng km th ging nh phi n hoi nhng chn cm y sn, lm sao nut cho tri. V 1 iu quan trng cn phi nh, l: cch lm qung co hay nht: chnh xc, ng mc ch Qung co chnh xc, ng mc ch l 1 chuyn, nhng vic chp nhn ci mi li ph thuc vo c tnh ca ngi tiu dng. Mt vi nghin cu phn tch s chp nhn sn phm mi phn bit 5 nhm ngi mua hng cn c vo thi gian chp nhn sn phm

16% 13,5% nhng nhng 2,5% ngi lc ngi nhng hu chn dng ngi 34% a Cng v sm cch tn s phn bit ny nn nh tip th cn la chn cc ni dung truyn thng a dng 34% a ph hp vi tng nhm khch hng, vs mun chin lc sn phm cng phi thay i ng thi, s loi theo thi gian thu ht nhngsm ngi tiu dng khc nhau
Ta thy rng nhng ngi tiu dng cch tn l c bit quan trng v nhng ngi ny nh hng n nhng ngi chm chp nhn ci mi trong vic mua sm sn phm, v th, mun sn phm thnh cng th phi tm cch gia tng nhng ngi tiu dng cch tn, ri nhng ngi khc s hc hi 1 cch gin tip bng cch nhn nhng ngi cch tn s dng n VD: qung co Anycall Haptic ca hng Samsung m Kim Bum v Kim So Eun tham gia c dng vi bi cnh m u l mt xng gm. V Gm-Cho lm cc fans sung sng trc nhng cnh thn mt tnh t m h khng c c hi th hin nhiu trn phim gc. Hay nh trong qung co Lgteenring, Lee Min Ho, Kim Bum, Goo Hye Sun xut hin trong ny vi t cch l Goo Jun Pyo, Yi Jung v Jan Di vi bi cnh l trung hc Shinhwa. Trong 2 VD trn, sn phm TDD mi ca hng Samsung v LG s dng chiu bi l nhng din vin c yu thch trong b phim BOF nh m. Nhng din vin ng vai tr l ngi tiu dng sn phm mi ca 2 hng in thoi trn, v h thc s hi lng v nhng tnh nng li ch m sn phm em li. c tnh ca sn phm cng nh hng rt quan trng n s thnh cng ca sn phm v nhn hiu mi Nhng sn phm c c tnh u t hn s c chp nhn nhanh chng hn v ngc li C nm c tnh quan trng ca sn phm mi nh hng n tc chp nhn ci mi ca ngi tiu dng: Mc ni tri ca sn phm mi so vi nhng sn phm hin c: sn phm mi ca bn l in thoi di ng c chc nng iu khin bng ging ni hn s thu ht c s ch v kch thch s dng hn 1 chic in thoi c cc chc nng nghe gi nhn tin n thun Mc ph hp vi nhn thc v hnh vi hin ti ca ngi tiu dng trong cng ng: thi gian trc, khi c truyn tranh nht bn, cc bn s c truyn t tri sang phi, vy nn khong thi gian Conan mi ti bn theo cch c ca ngi nht l t phi sang tri, t ngi ng tnh v d dng n. Mi v sau, hng lot truyn

tranh c xut bn theo li c ngc ny th cc bn tr mi quen dn v chp nhn l 1 chuyn bnh thng - Mc d dng trong vic s dng sn phm mi: PJ ti maximark ca Cty A v B cho bn dng th 2 loi c ph mi, 1 loi l c ph ha tan v 1 loi l c ph phin, nu cht lng ca n u khin bn hi lng th bn s d c thin hng chn mua c ph ha tan v a phn sinh vin thch s tin dng ca c ph ha tan hn. - Mc d dng th sn phm mi quy m nh, hn ch: khch hng c mc th o, th giy dp hoc n th 1 ming bnh, ung 1 ly nc tri cy s d dng chp nhn sn phm hn vic ch c nhn thy sn phm trng by ti quy hng. - Mc d quan st hoc m t sn phm: trn TV c chng trnh gii thiu sn phm mi ca Best Buy vi nhiu loi hng nh l nng a nng, my ht bi, my massage, h lm hn ra 1 chng trnh va gii thiu sn phm, va hng dn s dng, m nhng sn phm ca h trng c v rt d s dng m li mang li gi tr cao nn khch hng b thu ht d dng. Ngoi nhng c tnh trn th gi c, s tin cy v k thut, uy tn v danh ting ca cng ty cung ng sn phm mi v biu tng sn phm cng gp phn nh hng ti s chp nhn ca ngi tiu dng.