VIETNAM BREWERY LTD.

SALES TRAINING COURSE

MODULE: CONSUMER BEHAVIOR

Trainer:
Nguyen Quoc Hung
Head of Marketing Division
University of Economics of HCMC
 Consumer Behavior

1. What is consumer behavior ?

Hanh vi tieu dung la g ?

Consumer behavior is the study of individuals, groups, or

organizations and the processes they use to select,
secure, use, and dispose of products, services, to
satisfy needs and the impacts that these processes have
on the consumer and society.

Hanh vi tieu dung la s nghien cu ve cac ca

nhan, nhom, cac to chc cung vi qua trnh ma ho
chon la, mua, s dung va viec c x tiep theo oi
vi san pham, dch vu, . e thoa man cac nhu
cau cung nh cac tac ong cua qua trnh o len
ngi tieu dung va xa hoi.
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 Consumer Behavior
2. External influences
Cac yeu to ben ngoai tac ong en hanh vi tieu dung
2.1. Culture
2.2. Subculture
2.3.Demographics
2.4. Social Status
2.5. Reference Groups
2.6. Family
2.7. Marketing Activities
Nen van hoa chung
Nen van hoa rieng
Nhan khau hoc : Dan so, thu
nhap, nghe nghiep, hoc van
V tr xa hoi
Cac nhom anh hng
Gia nh
Cac hoat ong marketing
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 Consumer Behavior

3. Internal Influences
Cac yeu to ben trong tac ong ti hanh vi tieu
dung

3.1. Perception S nhan thc

3.2. Learning Qua trnh hoc tap
3.3. Memory Tr nh
3.4. Motives ong c
3.5. Personality Tnh cach
3.6. Emotions Cam xuc
3.7. Attitude Thai o

4. Consumer Decision Process

Qua trnh quyet nh mua
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 Consumer Behavior

4.1. Situational Influences S tac ong cua

moi trng
4.2. Problem Recognition Nhan thc van e
4.3. Information Research Tm kiem thong tin
4.4. Alternative Evaluation & Selection anh gia cac
phng an
4.5. Outlet Selection Chon iem ban
4.6. Purchase Mua
4.7. Postpurchase Processes Nhng hanh vi sau
khi mua

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 Consumer Behavior

5. Organizations as Consumers
Hanh vi tieu dung cua cac to chc

Organizations as Consumers consist of:

Ngi tieu dung to chc bao gom:

The Resellers Nhng ngi mua i ban lai

The Producers Cac doanh nghiep

The Government Units Cac to chc hanh chnh

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 Consumer Behavior

Organizational Buyer Behavior

Hanh vi mua hang cua to chc:

5.1. Organizational Culture

Khai niem ve van hoa cua to chc

5.2. External influences

Nhng yeu to ben ngoai tac ong en van hoa cua to
chc

- Firmographices Cac ac iem cua to chc: Qui mo,

muc tieu hoat ong, ni va lanh vc
hoat ong,
- Government Chnh sach, luat phap,
- Reference Groups Cac nhom anh hng
- Marketing Activities Cac hoat ong marketing

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 Consumer Behavior

5.3. Internal Influences

Nhng yeu to ben trong tac ong en van hoa cua to
chc

- Organization Values Cac gia tr cua to chc

- Perception Nhan thc

- Learning Hoc tap

- Motives ong c

- Emotions Cam xuc

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 Consumer Behavior

5.4. Purchase Situation

ac tnh mua hang cua to chc

- Objectives
Muc tieu
- Derive Demand
Nhu cau co tnh gian tiep
- Order
Qui mo n at hang
- Inter-relation between suppliers and customers
Moi quan he qua lai gia nha cung cap va khach
hang

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 Consumer Behavior

5.5. Organizational Buyer Process

Qua trnh quyet nh mua hang cua to chc

- Problem Recognition
Nhan thc van e
- Information Search
Tm kiem thong tin
- Alternative Evaluation and Selection
anh gia cac phng an
- Purchase
Mua
- Postpurchase Processes
Hanh vi sau khi mua

6. How to understand consumer ?

Lam sao e hieu ngi tieu dung ?
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 Consumer Behavior

6.1. Observation Quan sat

6.2. Conversation Noi chuyen

6.3. Interview Phong van

6.4. Test Th nghiem

6.5. Survey To chc cac cuoc nghien cu

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