{"id":12085,"date":"2020-11-13T10:20:22","date_gmt":"2020-11-13T03:20:22","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12085"},"modified":"2020-11-25T10:05:08","modified_gmt":"2020-11-25T03:05:08","slug":"customer-decision-process","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/customer-decision-process\/","title":{"rendered":"Qu\u00e1 tr\u00ecnh v\u00e0 h\u00e0nh vi ra quy\u1ebft \u0111\u1ecbnh mua – Customer decision process"},"content":{"rendered":"
\n

Customer Decision Process hay qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh mua\/qu\u00e1 tr\u00ecnh mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh c\u00e1ch th\u1ee9c ng\u01b0\u1eddi ti\u00eau d\u00f9ng di\u1ec5n ra h\u00e0nh tr\u00ecnh t\u1eeb khi bi\u1ebft v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1ebfn khi ra quy\u1ebft \u0111\u1ecbnh mua v\u00e0 sau mua. <\/span>Hi\u1ec3u \u0111\u01b0\u1ee3c quy tr\u00ecnh mua c\u1ee7a ng\u01b0\u1eddi mua l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft cho ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 b\u00e1n h\u00e0ng. <\/span>Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ho\u1eb7c ng\u01b0\u1eddi mua s\u1ebd cho ph\u00e9p doanh nghi\u1ec7p x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch marketing chinh ph\u1ee5c kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u, v\u1ea5n \u0111\u1ec1 c\u1ee7a ng\u01b0\u1eddi mua ho\u1eb7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

Qu\u00e1 tr\u00ecnh mua c\u1ee7a kh\u00e1ch h\u00e0ng (c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua) m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh m\u00e0 kh\u00e1ch h\u00e0ng tr\u1ea3i qua tr\u01b0\u1edbc khi h\u1ecd mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. Hi\u1ec3u \u0111\u01b0\u1ee3c quy tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng c\u1ee7a b\u1ea1n m\u00e0 c\u00f2n gi\u00fap doanh nghi\u1ec7p \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c kinh doanh, marketing cho ph\u00f9 h\u1ee3p.<\/p>\n<\/header>\n

C\u00e1c lo\u1ea1i h\u00e0nh vi ra quy\u1ebft \u0111\u1ecbnh mua<\/h2>\n

H\u00e0nh vi mua cho t\u1eebng lo\u1ea1i s\u1ea3n ph\u1ea9m r\u1ea5t kh\u00e1c nhau v\u00ed d\u1ee5 h\u00e0nh vi khi kh\u00e1ch h\u00e0ng mua\u00a0 \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, d\u1ecbch v\u1ee5 t\u00e0i ch\u00ednh v\u00e0 m\u1ed9t chi\u1ebfc xe h\u01a1i m\u1edbi. C\u00e1c quy\u1ebft \u0111\u1ecbnh ph\u1ee9c t\u1ea1p h\u01a1n th\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi tham gia mua h\u01a1n v\u00e0 ng\u01b0\u1eddi mua ph\u1ea3i c\u00e2n nh\u1eafc nhi\u1ec1u h\u01a1n. H\u00ecnh d\u01b0\u1edbicho th\u1ea5y c\u00e1c lo\u1ea1i h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean m\u1ee9c \u0111\u1ed9 tham gia c\u1ee7a ng\u01b0\u1eddi mua v\u00e0 m\u1ee9c \u0111\u1ed9 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\"\"<\/p>\n

Source: Adapted from Henry Assael, Consumer Behavior and Marketing Action (Boston: Kent Publishing Company, 1987<\/p>\n

H\u00e0nh vi mua ph\u1ee9c t\u1ea1p (Complex Buying Behavior)<\/h3>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c hi\u1ec7n h\u00e0nh vi mua ph\u1ee9c t\u1ea1p khi h\u1ecd tham gia nhi\u1ec1u v\u00e0o qu\u00e1 tr\u00ecnh mua h\u00e0ng v\u00e0 nh\u1eadn th\u1ea5y s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Th\u00f4ng th\u01b0\u1eddng tr\u01b0\u1eddng h\u1ee3p kh\u00e1ch h\u00e0ng c\u00f3 h\u00e0nh vi mua ph\u1ee9c t\u1ea1p l\u00e0 khi h\u1ecd ph\u1ea3i quy\u1ebft \u0111\u1ecbnh mua nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u1eaft ti\u1ec1n, r\u1ee7i ro, \u0111\u01b0\u1ee3c mua kh\u00f4ng th\u01b0\u1eddng xuy\u00ean,….<\/p>\n

V\u00ed d\u1ee5: m\u1ed9t ng\u01b0\u1eddi n\u00e0o \u0111\u00f3 mua m\u1ed9t chi\u1ebfc \u00f4 t\u00f4 m\u1edbi c\u00f3 th\u1ec3 kh\u00f4ng bi\u1ebft nh\u1eefng m\u1eabu xe, thu\u1ed9c t\u00ednh v\u00e0 ph\u1ee5 ki\u1ec7n n\u00e0o c\u1ea7n c\u00e2n nh\u1eafc ho\u1eb7c m\u1ee9c gi\u00e1 d\u1ef1 ki\u1ebfn. Ng\u01b0\u1eddi mua n\u00e0y s\u1ebd tr\u1ea3i qua m\u1ed9t qu\u00e1 tr\u00ecnh h\u1ecdc h\u1ecfi, \u0111\u1ea7u ti\u00ean l\u00e0 ph\u00e1t tri\u1ec3n ni\u1ec1m tin v\u1ec1 s\u1ea3n ph\u1ea9m, sau \u0111\u00f3 l\u00e0 th\u00e1i \u0111\u1ed9 v\u00e0 sau \u0111\u00f3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng chu \u0111\u00e1o. C\u00e1c doanh nghi\u1ec7p hay marketer ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c h\u00e0nh vi thu th\u1eadp th\u00f4ng tin v\u00e0 \u0111\u00e1nh gi\u00e1 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ee9c \u0111\u1ed9 tham gia cao. H\u1ecd c\u1ea7n gi\u00fap ng\u01b0\u1eddi mua t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1c thu\u1ed9c t\u00ednh lo\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 t\u1ea7m quan tr\u1ecdng t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a ch\u00fang. H\u1ecd c\u1ea7n ph\u00e2n bi\u1ec7t c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 l\u1ebd b\u1eb1ng c\u00e1ch m\u00f4 t\u1ea3 v\u00e0 minh h\u1ecda l\u1ee3i \u00edch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua qu\u1ea3ng c\u00e1o in t\u00e0i li\u1ec7u ho\u1eb7c th\u00f4ng tin v\u00e0 video tr\u1ef1c tuy\u1ebfn chuy\u00ean s\u00e2u. H\u1ecd ph\u1ea3i th\u00fac \u0111\u1ea9y nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng c\u1ee7a c\u1eeda h\u00e0ng v\u00e0 nh\u1eefng ng\u01b0\u1eddi quen c\u1ee7a ng\u01b0\u1eddi mua \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u cu\u1ed1i c\u00f9ng.<\/p>\n

>> Xem th\u00eam: \u0110i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng mua s\u1eafm cu\u1ed1i n\u0103m 2020<\/a><\/strong><\/p>\n

H\u00e0nh vi mua th\u1ecfa hi\u1ec7p (Dissonance – Reducing Buying Behavior)<\/h3>\n

H\u00e0nh vi mua th\u1ecfa hi\u1ec7p di\u1ec5n ra khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 li\u00ean quan nhi\u1ec1u \u0111\u1ebfn vi\u1ec7c mua h\u00e0ng \u0111\u1eaft ti\u1ec1n, kh\u00f4ng th\u01b0\u1eddng xuy\u00ean ho\u1eb7c r\u1ee7i ro nh\u01b0ng \u00edt th\u1ea5y s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

V\u00ed d\u1ee5, ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua th\u1ea3m tr\u1ea3i s\u00e0n c\u00f3 th\u1ec3 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t quy\u1ebft \u0111\u1ecbnh c\u00f3 s\u1ef1 tham gia cao b\u1edfi v\u00ec th\u1ea3m tr\u1ea3i s\u00e0n \u0111\u1eaft ti\u1ec1n v\u00e0 mang t\u00ednh bi\u1ec3u c\u1ea3m. Tuy nhi\u00ean, ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 xem x\u00e9t h\u1ea7u h\u1ebft c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ea3m trong m\u1ed9t ph\u1ea1m vi gi\u00e1 nh\u1ea5t \u0111\u1ecbnh gi\u1ed1ng nhau. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, b\u1edfi v\u00ec s\u1ef1 kh\u00e1c bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c kh\u00f4ng l\u1edbn, ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 mua s\u1eafm xung quanh \u0111\u1ec3 t\u00ecm hi\u1ec3u nh\u1eefng g\u00ec c\u00f3 s\u1eb5n nh\u01b0ng mua t\u01b0\u01a1ng \u0111\u1ed1i nhanh. H\u1ecd c\u00f3 th\u1ec3 ph\u1ea3n h\u1ed3i ch\u1ee7 y\u1ebfu v\u1ec1 gi\u00e1 t\u1ed1t ho\u1eb7c s\u1ef1 ti\u1ec7n l\u1ee3i khi mua h\u00e0ng.<\/p>\n

Sau khi mua h\u00e0ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i nh\u1eefng tr\u01b0\u1eddng h\u1ee3p kh\u00f4ng tho\u1ea3i m\u00e1i sau khi mua h\u00e0ng (kh\u00f3 ch\u1ecbu sau khi b\u00e1n h\u00e0ng) khi h\u1ecd nh\u1eadn th\u1ea5y m\u1ed9t s\u1ed1 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u1ea3m \u0111\u00e3 mua ho\u1eb7c nghe nh\u1eefng \u0111i\u1ec1u thu\u1eadn l\u1ee3i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng mua. \u0110\u1ec3 ch\u1ed1ng l\u1ea1i s\u1ef1 b\u1ea5t h\u00f2a \u0111\u00f3, th\u00f4ng tin li\u00ean l\u1ea1c sau b\u00e1n h\u00e0ng c\u1ee7a nh\u00e0 marketing ph\u1ea3i cung c\u1ea5p b\u1eb1ng ch\u1ee9ng v\u00e0 h\u1ed7 tr\u1ee3 \u0111\u1ec3 gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng v\u1ec1 l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n

H\u00e0nh vi mua theo th\u00f3i quen (Habitual Buying Behavior)<\/h3>\n

H\u00e0nh vi mua theo th\u00f3i quen x\u1ea3y ra trong \u0111i\u1ec1u ki\u1ec7n \u00edt ng\u01b0\u1eddi ti\u00eau d\u00f9ng tham gia v\u00e0 \u00edt c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

V\u00ed d\u1ee5: V\u1edbi tr\u01b0\u1eddng h\u1ee3p mua mu\u1ed1i \u0103n, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u00edt tham gia v\u00e0o danh m\u1ee5c s\u1ea3n ph\u1ea9m n\u00e0y – h\u1ecd ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u1ebfn c\u1eeda h\u00e0ng v\u00e0 ti\u1ebfp c\u1eadn th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu h\u1ecd ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng c\u00f9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 l\u00e0 th\u00f3i quen ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ef1 trung th\u00e0nh m\u1ea1nh m\u1ebd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 v\u1ebb \u00edt tr\u1ea3i qua \u0111\u1ea7y \u0111\u1ee7 qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua v\u1edbi h\u1ea7u h\u1ebft c\u00e1c s\u1ea3n ph\u1ea9m gi\u00e1 r\u1ebb, \u0111\u01b0\u1ee3c mua th\u01b0\u1eddng xuy\u00ean.<\/p>\n

Trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p nh\u01b0 v\u1eady, h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng \u0111i qua tr\u00ecnh t\u1ef1 ni\u1ec1m tin-th\u00e1i \u0111\u1ed9-h\u00e0nh vi (belief-attitude-behavior) th\u00f4ng th\u01b0\u1eddng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng t\u00ecm ki\u1ebfm nhi\u1ec1u th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng v\u1ec1 vi\u1ec7c mua th\u01b0\u01a1ng hi\u1ec7u n\u00e0o.<\/p>\n

B\u1edfi v\u00ec h\u1ecd kh\u00f4ng quan t\u00e2m v\u00e0 k\u1ef3 v\u1ecdng nhi\u1ec1u \u0111\u1ebfn s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 kh\u00f4ng \u0111\u00e1nh gi\u00e1 s\u1ef1 l\u1ef1a ch\u1ecdn, ngay c\u1ea3 sau khi mua. Do \u0111\u00f3, qu\u00e1 tr\u00ecnh mua li\u00ean quan \u0111\u1ebfn ni\u1ec1m tin th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh b\u1eb1ng c\u00e1ch h\u1ecdc th\u1ee5 \u0111\u1ed9ng, ti\u1ebfp theo l\u00e0 h\u00e0nh vi mua, c\u00f3 th\u1ec3 c\u00f3 ho\u1eb7c kh\u00f4ng \u0111\u00e1nh gi\u00e1 sau khi mua.<\/p>\n

\"\"<\/p>\n

ng\u01b0\u1eddi mua kh\u00f4ng c\u00f3 k\u1ef3 v\u1ecdng cao v\u1edbi b\u1ea5t k\u1ef3 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o, c\u00e1c nh\u00e0 marketing s\u1ea3n ph\u1ea9m \u00edt tham gia v\u1edbi \u00edt s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng s\u1eed d\u1ee5ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i v\u1ec1 gi\u00e1 v\u00e0 b\u00e1n h\u00e0ng \u0111\u1ec3 th\u00fac \u0111\u1ea9y mua h\u00e0ng. Ngo\u00e0i ra, h\u1ecd c\u00f3 th\u1ec3 th\u00eam c\u00e1c t\u00ednh n\u0103ng ho\u1eb7c c\u1ea3i ti\u1ebfn c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u1ea1o n\u00ean \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a> c\u1ee7a h\u1ecd v\u1edbi ph\u1ea7n c\u00f2n l\u1ea1i c\u1ee7a g\u00f3i v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 tham gia.<\/p>\n

V\u00ed d\u1ee5 v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng ph\u1ee9c t\u1ea1p khi mua nh\u01b0 c\u00e1c lo\u1ea1i ng\u0169 c\u1ed1c, \u0111\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t cho th\u01b0\u01a1ng hi\u1ec7u Bob\u2019s Red Mill ch\u1ec9 s\u1eed d\u1ee5ng ng\u0169 c\u1ed1c nguy\u00ean h\u1ea1t dinh d\u01b0\u1ee1ng t\u1ed1t nh\u1ea5t v\u00e0 quy tr\u00ecnh s\u1ea3n xu\u1ea5t truy\u1ec1n th\u1ed1ng.<\/p>\n

H\u00e0nh vi mua t\u00ecm ki\u1ebfm \u0111a d\u1ea1ng (Variety-Seeking Buying Behavior)<\/h3>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c hi\u1ec7n h\u00e0nh vi mua t\u00ecm ki\u1ebfm s\u1ef1 \u0111a d\u1ea1ng trong c\u00e1c tr\u01b0\u1eddng h\u1ee3p mang t\u00ednh \u0111\u1eb7c tr\u01b0ng b\u1edfi s\u1ef1 tham gia v\u00e0o t\u1eebng giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ea5p nh\u01b0ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p nh\u01b0 v\u1eady, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng chuy\u1ec3n \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t nhi\u1ec1u.<\/p>\n

V\u00ed d\u1ee5: khi mua cookie, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 gi\u1eef m\u1ed9t s\u1ed1 ni\u1ec1m tin, ch\u1ecdn m\u1ed9t nh\u00e3n hi\u1ec7u b\u00e1nh quy m\u00e0 kh\u00f4ng c\u1ea7n \u0111\u00e1nh gi\u00e1 nhi\u1ec1u, v\u00e0 sau \u0111\u00f3 \u0111\u00e1nh gi\u00e1 nh\u00e3n hi\u1ec7u \u0111\u00f3 trong qu\u00e1 tr\u00ecnh ti\u00eau d\u00f9ng. Nh\u01b0ng l\u1ea7n sau, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c v\u00ec c\u1ea3m th\u1ea5y nh\u00e0m ch\u00e1n ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u1ec3 th\u1eed m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 kh\u00e1c bi\u1ec7t. Chuy\u1ec3n \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u x\u1ea3y ra v\u00ec l\u1ee3i \u00edch c\u1ee7a s\u1ef1 \u0111a d\u1ea1ng h\u01a1n l\u00e0 v\u00ec s\u1ef1 kh\u00f4ng h\u00e0i l\u00f2ng.<\/p>\n

Trong c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m nh\u01b0 v\u1eady, chi\u1ebfn l\u01b0\u1ee3c marketing c\u00f3 th\u1ec3 kh\u00e1c nhau \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf. Ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng s\u1ebd c\u1ed1 g\u1eafng khuy\u1ebfn kh\u00edch h\u00e0nh vi mua h\u00e0ng theo th\u00f3i quen b\u1eb1ng c\u00e1ch chi\u1ebfm \u01b0u th\u1ebf v\u1ec1 kh\u00f4ng gian k\u1ec7 h\u00e0ng, gi\u1eef cho c\u00e1c k\u1ec7 lu\u00f4n ch\u1ee9a \u0111\u1ea7y h\u00e0ng v\u00e0 ch\u1ea1y qu\u1ea3ng c\u00e1o nh\u1eafc nh\u1edf th\u01b0\u1eddng xuy\u00ean. C\u00e1c c\u00f4ng ty th\u00e1ch th\u1ee9c s\u1ebd khuy\u1ebfn kh\u00edch t\u00ecm ki\u1ebfm s\u1ef1 \u0111a d\u1ea1ng b\u1eb1ng c\u00e1ch \u0111\u01b0a ra gi\u00e1 th\u1ea5p h\u01a1n, giao d\u1ecbch \u0111\u1eb7c bi\u1ec7t, phi\u1ebfu gi\u1ea3m gi\u00e1, h\u00e0ng m\u1eabu mi\u1ec5n ph\u00ed v\u00e0 qu\u1ea3ng c\u00e1o tr\u00ecnh b\u00e0y l\u00fd do \u0111\u1ec3 th\u1eed m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 m\u1edbi.<\/p>\n

Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua – Customer decision process<\/h2>\n

Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh mua (customer decision process) \u0111\u01b0\u1ee3c John Dewey l\u1ea7n \u0111\u1ea7u ti\u00ean gi\u1edbi thi\u1ec7u v\u00e0o n\u0103m 1910, g\u1ed3m 5 giai \u0111o\u1ea1n:<\/p>\n

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