{"id":12162,"date":"2020-11-21T11:29:33","date_gmt":"2020-11-21T04:29:33","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12162"},"modified":"2020-12-24T12:29:42","modified_gmt":"2020-12-24T05:29:42","slug":"dieu-huong-hanh-vi-khach-hang-mua-sam-cuoi-nam-2020","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/dieu-huong-hanh-vi-khach-hang-mua-sam-cuoi-nam-2020\/","title":{"rendered":"\u0110i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng mua s\u1eafm cu\u1ed1i n\u0103m 2020"},"content":{"rendered":"

Cu\u1ed9c kh\u1ee7ng ho\u1ea3ng \u0111\u00e3 m\u1edf r\u1ed9ng s\u1ef1 th\u00e8m mu\u1ed1n l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1ea1o ra nh\u1eefng thay \u0111\u1ed5i b\u1ea5t ng\u1edd trong h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2014 mua s\u1eafm trong d\u1ecbp l\u1ec5 n\u0103m nay \u0111ang r\u1ea5t th\u1ecbnh h\u00e0nh.<\/p>\n

N\u00f3i r\u1eb1ng m\u00f9a l\u1ec5 h\u1ed9i mua s\u1eafm n\u00e0y s\u1ebd l\u00e0 m\u1ed9t th\u1eddi \u0111i\u1ec3m thay \u0111\u1ed5i s\u00e2u s\u1eafc s\u1ebd l\u00e0 m\u1ed9t c\u00e1ch n\u00f3i qu\u00e1.\u00a0\u0110\u1ea1i d\u1ecbch COVID-19 \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ng\u00e0nh c\u00f4ng nghi\u1ec7p b\u00e1n l\u1ebb \u0111\u1ebfn m\u1ed9t m\u1ee9c \u0111\u1ed9 m\u00e0 m\u1ed9t n\u0103m tr\u01b0\u1edbc \u0111\u00e2y kh\u00f4ng th\u1ec3 t\u01b0\u1edfng t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c.<\/p>\n

\u0110\u1ec3 gi\u00fap hi\u1ec3u t\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec1u n\u00e0y c\u00f3 \u00fd ngh\u0129a nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 b\u00e1n l\u1ebb, ch\u00fang t\u00f4i \u0111\u00e3 kh\u1ea3o s\u00e1t tr\u00ean 3.500 ng\u01b0\u1eddi mua s\u1eafm v\u00e0o d\u1ecbp l\u1ec5 \u1edf Hoa K\u1ef3, V\u01b0\u01a1ng qu\u1ed1c Anh, Trung Qu\u1ed1c, \u0110\u1ee9c v\u00e0 Ph\u00e1p.<\/p>\n

>> Xem th\u00eam:\u00a0 Qu\u00e1 tr\u00ecnh v\u00e0 h\u00e0nh vi ra quy\u1ebft \u0111\u1ecbnh mua \u2013 Customer decision process<\/a><\/strong><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi<\/h2>\n

H\u01a1n 60%\u00a0ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u \u0111\u00e3 thay \u0111\u1ed5i th\u00f3i quen mua s\u1eafm* v\u00e0 h\u1ecd c\u00f3 \u00fd \u0111\u1ecbnh g\u1eafn b\u00f3 v\u1edbi ch\u00fang.<\/p>\n

Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ti\u1ebfp t\u1ee5c b\u00f9ng n\u1ed5 v\u1edbi 37% ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1 \u0111\u1ecbnh mua s\u1eafm tr\u1ef1c tuy\u1ebfn nhi\u1ec1u h\u01a1n trong n\u0103m nay. Tuy nhi\u00ean, \u0111a k\u00eanh v\u1eabn l\u00e0 gia v\u1ecb cho m\u00f9a l\u1ec5 n\u00e0y khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm nhi\u1ec1u k\u00eanh \u0111\u1ec3 t\u00ecm c\u1ea3m h\u1ee9ng mua s\u1eafm.<\/p>\n

*https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19<\/p>\n

\"\"<\/p>\n

Th\u00e1ch th\u1ee9c l\u1edbn v\u1ec1 l\u00f2ng trung th\u00e0nh<\/h2>\n

Theo\u00a0b\u00e1o c\u00e1o c\u1ee7a Periscope’s\u00a0Retail*, 40% ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 th\u1eed c\u00e1c nh\u00e3n hi\u1ec7u m\u1edbi trong th\u1eddi k\u1ef3 \u0111\u1ea1i d\u1ecbch v\u00e0 h\u00e0nh vi \u0111\u00f3 s\u1ebd ti\u1ebfp t\u1ee5c trong th\u1eddi gian mua s\u1eafm v\u00e0o d\u1ecbp l\u1ec5.\u00a0Ch\u1ec9 12% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft r\u1eb1ng h\u1ecd s\u1ebd mua s\u1eafm t\u1eeb c\u00e1c nh\u00e0 b\u00e1n l\u1ebb v\u00e0 th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng nh\u01b0 n\u0103m ngo\u00e1i.<\/p>\n

C\u00e1 nh\u00e2n h\u00f3a v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 l\u00e0 ch\u00eca kh\u00f3a cho c\u00e1c nh\u00e0 b\u00e1n l\u1ebb mu\u1ed1n gi\u00e0nh chi\u1ebfn th\u1eafng v\u1edbi kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 hi\u1ec7n t\u1ea1i.\u00a0Trong khi 31% ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00f3i r\u1eb1ng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 k\u00edch ho\u1ea1t mua qu\u00e0 t\u1eb7ng, 25% n\u00f3i r\u1eb1ng c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u mua h\u00e0ng.<\/p>\n

>> N\u1ebfu b\u1ea1n \u0111ang l\u00ean k\u1ebf ho\u1ea1ch cho n\u0103m m\u1edbi, h\u00e3y tham kh\u1ea3o ngay:\u00a0[B\u00c1O C\u00c1O] Xu h\u01b0\u1edbng b\u00e1n l\u1ebb v\u00e0 CPG trong n\u0103m 2021 sau COVID-19 cho doanh nghi\u1ec7p<\/a><\/strong><\/p>\n

*https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/solutions\/periscope\/our-insights\/surveys\/reinventing-retail<\/p>\n

\"\"

\u0111i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng covid 19.2<\/p><\/div>\n

Chi ti\u00eau nhi\u1ec1u h\u01a1n v\u00e0o nh\u1eefng ng\u00e0y gi\u1ea3m gi\u00e1 \u0111\u1eb7c bi\u1ec7t<\/h2>\n

Trong khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 k\u1ebf ho\u1ea1ch chi ti\u00eau t\u1ed5ng th\u1ec3 \u00edt h\u01a1n trong c\u00e1c k\u1ef3 ngh\u1ec9 l\u1ec5, h\u1ecd c\u00f3 k\u1ebf ho\u1ea1ch chi ti\u00eau nhi\u1ec1u h\u01a1n v\u00e0o nh\u1eefng ng\u00e0y mua s\u1eafm l\u1edbn. H\u1ecd nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 c\u1ea3 v\u00e0 mong \u0111\u1ee3i gi\u00e1 tr\u1ecb v\u00e0 chi ph\u00ed v\u1eadn chuy\u1ec3n t\u1ed1t h\u01a1n, nh\u01b0ng c\u0169ng mu\u1ed1n s\u1ef1 ti\u1ec7n l\u1ee3i v\u00e0 s\u1eb5n c\u00f3.<\/p>\n

\"\u0111i\u1ec1u

\u0111i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng covid 19<\/p><\/div>\n

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

>> Xem th\u00eam: \u201cB\u1eadt m\u00ed\u201d th\u1ebf h\u1ec7 Millennials \u2013 Th\u1ebf h\u1ec7 ti\u00eau d\u00f9ng \u201cv\u00e0ng\u201d cho c\u00e1c doanh nghi\u1ec7p<\/a><\/strong><\/p>\n

Ng\u00e0y mua s\u1eafm h\u00e0ng \u0111\u1ea7u<\/h2>\n

Black Friday s\u1ebd l\u00e0 ng\u00e0y m\u00e0 ng\u01b0\u1eddi mua s\u1eafm d\u1ef1 \u0111\u1ecbnh chi ti\u00eau, trong khi Ng\u00e0y Amazon Prime g\u1ea7n \u0111\u00e2y \u0111\u00e3 \u0111\u1ebfn s\u00e1t n\u00fat. \u1ede\u00a0 Anh, Black Friday v\u01b0\u1ee3t qua Ng\u00e0y t\u1eb7ng qu\u00e0 tr\u1edf th\u00e0nh ng\u00e0y mua s\u1eafm ph\u1ed5 bi\u1ebfn nh\u1ea5t, trong khi \u1edf Trung Qu\u1ed1c, Ng\u00e0y \u0110\u1ed9c th\u00e2n chi\u1ebfm s\u1ef1 ch\u00fa \u00fd v\u00e0 mua s\u1eafm t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n

\"\u0111i\u1ec1u<\/p>\n

 <\/p>\n

Mua s\u1eafm s\u1edbm h\u01a1n<\/h2>\n

V\u1edbi s\u1ef1 thay \u0111\u1ed5i nhu c\u1ea7u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang c\u00f3 m\u1ed9t kh\u1edfi \u0111\u1ea7u nhanh ch\u00f3ng v\u00e0o m\u00f9a l\u1ec5 n\u00e0y.\u00a0G\u1ea7n m\u1ed9t ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi mua s\u1eafm n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd b\u1eaft \u0111\u1ea7u s\u1edbm h\u01a1n trong n\u0103m nay so v\u1edbi n\u0103m ngo\u00e1i.\u00a0Trong khi c\u00f3 s\u1ef1 pha tr\u1ed9n chung c\u1ee7a c\u1ea3 s\u1ef1 ph\u1ea5n kh\u00edch v\u00e0 lo l\u1eafng v\u1ec1 vi\u1ec7c mua s\u1eafm trong m\u1ed9t \u0111\u1ea1i d\u1ecbch, ba trong b\u1ed1n ng\u01b0\u1eddi mua s\u1eafm Trung Qu\u1ed1c s\u1ebd b\u01b0\u1edbc v\u00e0o k\u1ef3 ngh\u1ec9 l\u1ec5 v\u1edbi s\u1ef1 h\u00e0o h\u1ee9ng.<\/p>\n

\"\"<\/p>\n

>> Xem th\u00eam: C\u00e1ch ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u1ec3 c\u00e1 nh\u00e2n h\u00f3a trong Digital Marketing<\/a><\/strong><\/p>\n

B\u00e1o c\u00e1o t\u1eeb Periscope\u00a0bi\u00ean so\u1ea1n b\u1edfi\u00a0McKinsey\u00a0 v\u00e0 bi\u00ean d\u1ecbch b\u1edfi DTM Consulting tr\u00ecnh b\u00e0y nh\u1eefng xu h\u01b0\u1edbng ch\u00ednh s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u00f9a mua s\u1eafm v\u00e0o d\u1ecbp l\u1ec5 n\u0103m 2020. Cu\u1ed9c kh\u1ea3o s\u00e1t \u0111\u00e3 y\u00eau c\u1ea7u h\u01a1n 3500 ng\u01b0\u1eddi mua s\u1eafm trong k\u1ef3 ngh\u1ec9 \u1edf Hoa K\u1ef3, V\u01b0\u01a1ng qu\u1ed1c Anh, Ph\u00e1p, \u0110\u1ee9c v\u00e0 Trung Qu\u1ed1c cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft v\u1ec1 nh\u1eefng kho\u1ea3nh kh\u1eafc quan tr\u1ecdng n\u00e0o th\u1ef1c s\u1ef1 quan tr\u1ecdng. Ph\u00e2n t\u00edch n\u00e0y n\u00eau b\u1eadt s\u00e1u xu h\u01b0\u1edbng ch\u00ednh \u0111ang \u0111\u1ecbnh h\u00ecnh m\u00f9a l\u1ec5 h\u1ed9i n\u0103m nay.<\/p>\n

Tamara Charm<\/a><\/p>\n

\n
<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Cu\u1ed9c kh\u1ee7ng ho\u1ea3ng \u0111\u00e3 m\u1edf r\u1ed9ng s\u1ef1 th\u00e8m mu\u1ed1n l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1ea1o ra nh\u1eefng thay \u0111\u1ed5i b\u1ea5t ng\u1edd trong h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2014 mua s\u1eafm trong d\u1ecbp l\u1ec5 n\u0103m nay \u0111ang r\u1ea5t th\u1ecbnh h\u00e0nh. N\u00f3i r\u1eb1ng m\u00f9a l\u1ec5 h\u1ed9i mua s\u1eafm n\u00e0y s\u1ebd l\u00e0 m\u1ed9t th\u1eddi \u0111i\u1ec3m […]<\/p>","protected":false},"author":20,"featured_media":12173,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[663,128,74,640,125],"tags":[644,656,653],"class_list":["post-12162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bao-cao-thi-truong","category-chia-se-kien-thuc","category-blog","category-marketing-reports","category-viet-nam-insights","tag-chien-luoc-marketing","tag-insights-khach-hang","tag-ke-hoach-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12162","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=12162"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12162\/revisions"}],"predecessor-version":[{"id":12580,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12162\/revisions\/12580"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12173"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}