Lecture Marketing management: Chapter 5 – Nguyễn Thị Trang Nhung

1<br /> Analyzing<br /> Consumer Markets<br /> and consumer behavior<br /> <br /> What is a Market<br /> <br /> <br /> A consumer market is all the individuals<br /> and households who buy or acquire goods<br /> and services for personal consumption.<br /> (Philip Kotler)<br /> <br /> <br /> <br /> A business market is all organizations that<br /> buy goods and services for use in the<br /> production of other products and services<br /> that are sold, rented, or supplied to others.<br /> (Philip Kotler)<br /> <br /> <br /> <br /> Note: A business market is synonymous<br /> with industrial market or organizational<br /> market or producer market.<br /> <br /> Consumer Buying Behavior<br /> <br /> <br /> <br /> <br /> Consumer Buying Behavior refers to<br /> the buying behavior of final<br /> consumers (individuals &<br /> households) who buy goods and<br /> services for personal consumption.<br /> Study consumer behavior to answer:<br /> “How do consumers respond to<br /> marketing efforts the company might<br /> use?”<br /> <br /> VD: Nhãn hiệu sữa tươi Vinamilk<br /> sinh viên thường chọn mua<br /> Khác<br /> <br /> 8%<br /> 25%<br /> <br /> Sữa tươi 100% có đường<br /> <br /> 33%<br /> <br /> Sữa tươi 100% hương chocolate<br /> <br /> 50%<br /> <br /> Sữa tươi 100% hương dâu<br /> <br /> 75%<br /> <br /> Sữa tươi 100% nguyên chất<br /> 67%<br /> <br /> Sữa tươi tiệt trùng Vinamilk<br /> 0%<br /> <br /> 10%<br /> <br /> 20%<br /> <br /> 30%<br /> <br /> 40%<br /> <br /> 50%<br /> <br /> 60%<br /> <br /> 70%<br /> <br /> 80%<br /> <br /> VD: Các nguồn tham khảo khi SV mua sữa<br /> tươi Vinamilk<br /> Báo, internet<br /> <br /> 42%<br /> <br /> Quảng cáo trên TV<br /> <br /> 90%<br /> <br /> Người quen<br /> <br /> 15%<br /> <br /> Bạn bè<br /> <br /> 32%<br /> <br /> Gia đình<br /> <br /> 33%<br /> 0%<br /> <br /> 20%<br /> <br /> 40%<br /> <br /> 60%<br /> <br /> 80%<br /> <br /> 100%<br /> <br />