{"id":16154,"date":"2023-10-04T18:00:30","date_gmt":"2023-10-04T11:00:30","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16154"},"modified":"2023-10-04T18:00:30","modified_gmt":"2023-10-04T11:00:30","slug":"khao-sat-gia-san-pham","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/khao-sat-gia-san-pham\/","title":{"rendered":"Ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 cho m\u1ecdi doanh nghi\u1ec7p"},"content":{"rendered":"

Kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m l\u00e0 \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m. Do gi\u00e1 l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a ho\u1ea1t \u0111\u1ed9ng marketing mix v\u00e0 c\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh thu, l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

M\u1ed9t s\u1ed1 doanh nghi\u1ec7p \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 d\u1ef1a v\u00e0o gi\u00e1 c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m c\u1ea1nh tranh, s\u1eed d\u1ee5ng gi\u00e1 c\u1ed9ng th\u00eam chi ph\u00ed ho\u1eb7c nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 kh\u00e1c.<\/span>Tuy nhi\u00ean, thay v\u00ec \u0111\u1ecbnh gi\u00e1 \u1edf m\u1ed9t m\u1ee9c \u0111\u1ed9\/kho\u1ea3ng gi\u00e1 mang t\u00ednh \u01b0\u1edbc l\u1ec7, d\u1ef1 ki\u1ebfn c\u1ea3m t\u00ednh, c\u00e1c doanh nghi\u1ec7p n\u00ean xem x\u00e9t \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 s\u1eb5n l\u00f2ng tr\u1ea3 ti\u1ec1n c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111i\u1ec1u \u0111\u00f3 kh\u00e1c bi\u1ec7t nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p kh\u00e1c. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p nh\u1eb1m t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn, doanh thu m\u00e0 v\u1eabn k\u00edch th\u00edch \u0111\u01b0\u1ee3c h\u00e0nh vi mua c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, c\u00e1c doanh nghi\u1ec7p n\u00ean ti\u1ebfn h\u00e0nh c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p. H\u00e3y c\u00f9ng <\/span>DTM Consulting<\/span><\/a> kh\u00e1m ph\u00e1 ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 h\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p c\u0169ng c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng.\u00a0<\/span><\/p>\n

Kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 l\u00e0 g\u00ec?\u00a0<\/b><\/h2>\n

Kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1 t\u1ed1i \u01b0u\/ph\u00f9 h\u1ee3p cho c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. C\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t v\u1ec1 gi\u00e1 th\u01b0\u1eddng \u0111\u1eb7t c\u00e2u h\u1ecfi tr\u1ef1c ti\u1ebfp cho nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ed1 ti\u1ec1n h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3, t\u00ednh n\u0103ng n\u00e0o c\u00f3 t\u00e1c \u0111\u1ed9ng cao nh\u1ea5t \u0111\u1ebfn doanh thu, gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5\/th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n,…<\/span><\/p>\n

M\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 n\u1ebfu \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u00fang c\u00e1ch s\u1ebd gi\u00fap doanh nghi\u1ec7p kh\u00e1m ph\u00e1 \u0111\u01b0\u1ee3c nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng t\u1edbi quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a <\/span>chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1<\/span><\/a> c\u1ee7a doanh nghi\u1ec7p. <\/span><\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh kh\u1ea3 n\u0103ng ch\u1ea5p nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 m\u1ee9c chi ph\u00ed m\u00e0 h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 cho s\u1ea3n ph\u1ea9m \u0111\u00f3. N\u1ebfu gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mong \u0111\u1ee3i, k\u1ef3 v\u1ecdng th\u00ec c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng t\u1edbi doanh s\u1ed1 b\u00e1n h\u00e0ng. V\u1edbi m\u1ee9c gi\u00e1 s\u1ea3n ph\u1ea9m m\u00e0 kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng tr\u1ea3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ed1i \u0111a h\u00f3a doanh thu, l\u1ee3i nhu\u1eadn c\u1ee7a m\u00ecnh m\u00e0 v\u1eabn \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p Willingness to pay – ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 cho m\u1ecdi doanh nghi\u1ec7p<\/b><\/h2>\n

\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c d\u1eef li\u1ec7u chuy\u00ean s\u00e2u h\u01a1n t\u1eeb cu\u1ed9c kh\u1ea3o s\u00e1t gi\u00e1 v\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 t\u1ed1i \u01b0u, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m kh\u00e1c nhau. T\u00f9y v\u00e0o m\u1ee5c ti\u00eau kh\u1ea3o s\u00e1t, k\u1ebft qu\u1ea3 mong mu\u1ed1n ho\u1eb7c t\u00ecnh h\u00ecnh th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p (ngu\u1ed3n l\u1ef1c, th\u1eddi gian, nh\u00e2n s\u1ef1,…) m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p. <\/span><\/p>\n

Tuy nhi\u00ean, v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 s\u1eb5n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n kh\u1ea3o s\u00e1t gi\u00e1 th\u00f4ng qua ph\u01b0\u01a1ng ph\u00e1p Willingness to pay (WTP). \u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p nh\u1eb1m x\u00e1c \u0111\u1ecbnh s\u1ed1 ti\u1ec1n t\u1ed1i \u0111a m\u00e0 kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 cho m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.\u00a0<\/span><\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, s\u1ef1 s\u1eb5n s\u00e0ng chi tr\u1ea3 cho m\u1ed9t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 kh\u00e1c nhau \u0111\u00e1ng k\u1ec3 t\u00f9y theo t\u1eebng kh\u00e1ch h\u00e0ng. C\u00f3 th\u1ec3 do c\u00e1c y\u1ebfu t\u1ed1 nh\u00e2n kh\u1ea9u h\u1ecdc nh\u01b0 \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, thu nh\u1eadp, n\u01a1i kh\u00e1ch h\u00e0ng s\u1ed1ng ho\u1eb7c c\u00e1c y\u1ebfu t\u1ed1 b\u00ean trong nh\u01b0 kh\u1ea3 n\u0103ng ch\u1ea5p nh\u1eadn r\u1ee7i ro c\u1ee7a h\u1ecd, s\u1ef1 \u01b0a th\u00edch s\u1ea3n ph\u1ea9m, th\u00f3i quen ti\u00eau d\u00f9ng,… T\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ec1u c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng chi tr\u1ea3 c\u1ee7a h\u1ecd.<\/span><\/p>\n

M\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng chi tr\u1ea3 c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng c\u00f3 th\u1ec3 gi\u1ea3m n\u1ebfu c\u00f3 s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a m\u1ed9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cao h\u01a1n ho\u1eb7c h\u1ecd nh\u1eadn th\u1ee9c r\u1eb1ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n \u0111\u00e3 l\u1ed7i th\u1eddi. \u0110i\u1ec1u n\u00e0y d\u1ec5 x\u1ea3y ra v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 nh\u01b0 \u0111i\u1ec7n tho\u1ea1i, m\u00e1y t\u00ednh, tivi,…\u00a0<\/span><\/p>\n

> Xem th\u00eam: <\/span>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? Ph\u01b0\u01a1ng ph\u00e1p \u2013 L\u1ee3i \u00edch \u2013 C\u00e1ch l\u00e0m \u2013 D\u1ecbch v\u1ee5<\/span><\/a><\/b><\/p><\/blockquote>\n

\"L\u1ef1a<\/p>\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 th\u1ef1c hi\u1ec7n kh\u1ea3o s\u00e1t gi\u00e1 th\u00f4ng qua ph\u01b0\u01a1ng ph\u00e1p WTP?\u00a0<\/b><\/h2>\n

Khi th\u1ef1c hi\u1ec7n kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 theo ph\u01b0\u01a1ng ph\u00e1p WTP, nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, marketer, ng\u01b0\u1eddi kh\u1ea3o s\u00e1t n\u00ean m\u00f4 t\u1ea3, th\u1ec3 hi\u1ec7n chi ti\u1ebft c\u00e1c th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t v\u00e0 h\u1ecfi h\u1ecd xem h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 t\u1ed1i \u0111a bao nhi\u00eau ti\u1ec1n cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u00f3.\u00a0<\/span>C\u00e2u h\u1ecfi d\u00e0nh cho \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 l\u00e0 c\u00e2u h\u1ecfi m\u1edf (ng\u01b0\u1eddi d\u00f9ng\/ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t t\u1ef1 \u0111i\u1ec1n c\u00e2u tr\u1ea3 l\u1eddi) ho\u1eb7c c\u00e2u h\u1ecfi \u0111\u00f3ng (v\u00ed d\u1ee5: c\u00e2u h\u1ecfi tr\u1eafc nghi\u1ec7m v\u1edbi c\u00e1c \u00fd h\u1ecfi \u0111\u01b0\u1ee3c li\u1ec7t k\u00ea s\u1eb5n). <\/span><\/p>\n

C\u00e2u h\u1ecfi m\u1edf trong ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng n\u1ebfu \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n \u0111\u00e3 quen thu\u1ed9c v\u1edbi lo\u1ea1i s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1. Trong khi \u0111\u00f3, c\u00e2u h\u1ecfi \u0111\u00f3ng th\u00ec h\u1eefu \u00edch khi b\u1ea1n c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 mong mu\u1ed1n. L\u00fac n\u00e0y, h\u00e3y cung c\u1ea5p cho nh\u1eefng ng\u01b0\u1eddi tr\u1ea3 l\u1eddi kh\u1ea3o s\u00e1t nhi\u1ec1u ph\u1ea1m vi gi\u00e1, \u0111\u1eb7t m\u1ee9c gi\u00e1 mong mu\u1ed1n c\u1ee7a b\u1ea1n \u1edf g\u1ea7n gi\u1eefa.\u00a0<\/span><\/p>\n

\"Kh\u1ea3o<\/p>\n

V\u00ed d\u1ee5, b\u1ea1n \u0111ang l\u00e0m vi\u1ec7c t\u1ea1i m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m d\u1ea7u g\u1ed9i \u0111\u1ea7u b\u00ecnh d\u00e2n cho nam gi\u1edbi v\u1edbi th\u00e0nh ph\u1ea7n thu\u1ea7n thi\u00ean nhi\u00ean. B\u1ea1n \u0111\u00e3 ch\u1ecdn nh\u1eafm m\u1ee5c ti\u00eau kh\u1ea3o s\u00e1t gi\u00e1 s\u1ea3n ph\u1ea9m t\u1edbi 300 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. B\u1ea1n c\u1ea3m th\u1ea5y s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. C\u00f3 m\u1ed9t s\u1ed1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng, nh\u01b0ng b\u1ea1n c\u1ea3m th\u1ea5y s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh c\u00f3 th\u1ec3 \u0111\u00e1nh b\u1ea1i \u0111\u01b0\u1ee3c h\u1ecd. <\/span><\/p>\n

Tuy nhi\u00ean, t\u1ea5t c\u1ea3 ch\u1ec9 l\u00e0 C\u1ea2M NH\u1eacN c\u1ea3m t\u00ednh c\u1ee7a b\u1ea1n. Kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 b\u1eb1ng ch\u1ee9ng ho\u1eb7c c\u01a1 s\u1edf n\u00e0o kh\u1eb3ng \u0111\u1ecbnh \u0111i\u1ec1u \u0111\u00f3. \u0110\u1eb7c bi\u1ec7t, c\u00f4ng ty c\u0169ng kh\u00f4ng bi\u1ebft \u0111\u01b0\u1ee3c v\u1edbi nh\u1eefng t\u00e1c d\u1ee5ng, t\u00ednh n\u0103ng nh\u01b0 v\u1eady th\u00ec h\u00e0ng lo\u1ea1t m\u1ed1i b\u0103n kho\u0103n c\u1ea7n c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi:<\/span><\/p>\n