Lecture Marketing management: Chapter 5 – Nguyễn Thị Trang Nhung

1
Analyzing
Consumer Markets
and consumer behavior


What is a Market


A consumer market is all the individuals
and households who buy or acquire goods
and services for personal consumption.
(Philip Kotler)



A business market is all organizations that
buy goods and services for use in the
production of other products and services
that are sold, rented, or supplied to others.
(Philip Kotler)



Note: A business market is synonymous
with industrial market or organizational
market or producer market.


Consumer Buying Behavior




Consumer Buying Behavior refers to
the buying behavior of final
consumers (individuals &
households) who buy goods and
services for personal consumption.
Study consumer behavior to answer:
“How do consumers respond to
marketing efforts the company might
use?”


VD: Nhãn hiệu sữa tươi Vinamilk
sinh viên thường chọn mua
Khác

8%
25%

Sữa tươi 100% có đường

33%

Sữa tươi 100% hương chocolate

50%

Sữa tươi 100% hương dâu

75%

Sữa tươi 100% nguyên chất
67%

Sữa tươi tiệt trùng Vinamilk
0%

10%

20%

30%

40%

50%

60%

70%

80%


VD: Các nguồn tham khảo khi SV mua sữa
tươi Vinamilk
Báo, internet

42%

Quảng cáo trên TV

90%

Người quen

15%

Bạn bè

32%

Gia đình

33%
0%

20%

40%

60%

80%

100%

VD: Các tiêu chí quyết định mua sản phẩm Vinamilk
(ĐV SV)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

88%
80%

45%
33%
8%

Thương hiệu nổi Gía cả hợp lý Vệ sinh an toàn Chất lượng tốt Mẫu mã, bao bì
tiếng
thực phẩm
ấn tượng

3%
Khác

VD: Đánh giá của sinh viên về giá sữa tươi
Vinamilk
2%
3%

2%

18%
73%

Qúa rẻ Rẻ Vừa túi tiền Mắc Qúa mắc


VD: Địa điểm sinh viên thường mua
sữa tươi Vinamilk

20%
39%

31%

10%

Chợ Inc.Tiệm
tạp hoá asMáy
bán hàngHall
tự động
Copyright © 2011 Pearson Education,
Publishing
Prentice

Siêu thị

6-8


VD: Cách thức mua
90%

85%

80%
70%
60%

53%

50%
40%
30%
20%
5%

10%

0%

0%

Qùa tặng

Khác

0%
Tự mua

Gia đình

Bạn bè

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-9


VD: Các yếu tố ảnh hưởng đến
quyết định mua
Khác

8%

Khả năng tài chính

75%

Các hoạt động Marketing

32%

Lời giới thiệu của người

thân, bạn bè

48%

Người bán tác động

3%
0%

10%

20%

30%

40%

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

50%

60%

70%

80%
6-10


Lý do sinh viên chọn mua sữa

tươi Vinamilk
Khác

5%

Khuyến mãi nhiều hơn 2%
Gía rẻ phù hợp

33%

Mua do tin tưởng vào thương hiệu Vinamilk

58%

Chất lượng tốt hơn sữa tươi cùng loại của công ty
khác

55%
0% 10% 20% 30% 40% 50% 60% 70%

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-11


Đánh giá sau khi uống vinamilk

Hoàn toàn không hài lòng

0%

Không hài lòng

7%

Bình thường

8%

Hài lòng

75%

Hoàn toàn hài lòng

10%
0%

10%

20%

30%

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

40%

50%

60%

70%

80%

6-12


VD: hành vi nếu sv ko hài lòng về
VNM:
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

80%

35%
20%
10%
0%
Không sử dụng sản Trả lại sản phẩm Nói xấu về sản
phẩm đó nữa

phẩm đó

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Khiếu nại

Khác
6-13


Many factors influences buying
.
Deciders

Influencers
Users

Buyers

(Philip Kotler)


Model of Consumer Behavior

Start here

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-15

How do consumer characteristics
influence buying behavior?
1.Cultural Factors

2.Social Factors

3.Personal Factors

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-16


Characteristics Affecting
Consumer Buying Behavior
1.Cultural Factors:
Culture
The set of basic values, perceptions,
Wants, and behaviors learned by
a member of society from family and other
important institutions.

Subculture
The group of people with shared
value systems based on common
life experiences and situations.

Culture is the fundamental determinant of a person’s wants
and behaviors acquired through socialization processes

with family and other key institutions.
Ví dụ: * Nike đã phải thu hồi 38,000 đôi giày có chữ “AIR” trong logo
của nó. Vì “Air” trông giống như Allah trong ngôn ngữ Ả rập.
* Tại sao cá tra không được tiêu thụ nhiều tại Việt Nam mà lại được
xuất khẩu rất nhiều sang Hoa Kỳ?

Subculture:
Nationalities; Religions ; Racial groups; Geographic

regions


Fast Facts About
American Culture


The average American:
 chews 300 sticks of gum a year
 goes to the movies 9 times a year
 takes 4 trips per year
 attends a sporting event 7 times each
year

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-18


Characteristics Affecting
Consumer Buying Behavior:

2. Social
Groups
•Membership
•Reference

Family
•Husband, wife, kids
•Influencer, buyer, user

Roles and Status

Social Factors


Dominant Family Purchase - Cozenza 1985
PRODUCT
Women’s casual clothing

DOMINANT DECISION TYPICAL DECISION
MAKER
Wife

Price, style

Syncratic (both)

Whether and where
to go

Men’s casual clothing

Husband

Type, price, style

Life insurance

Husband

Company, coverage

Homeowner’s insurance

Husband

Company, coverage

Wife

Style, brand, price

Vacations

Household appliances


Social Classes
Upper uppers
Lower uppers
Upper middles

Middle
Working
Upper lowers
Lower lowers

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-21


Characteristics Affecting
Consumer Buying Behavior:
3. Personal Factors
Personal Influences
Age and Family Life Cycle
Stage

Occupation

Economic Situation

Personality & Self-Concept

Lifestyle Identification
Activities

Opinions

Interests

Age and Stage of Lifecycle

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-23


Occupation and Economic
Circumstances

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-24


Personality

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-25