KINH OOAm
CAC KICH THICH TAC DQNG DEN VIEC HINH THANH NHU CAU MUA SAN PHAM THCfl TRANG CONG s d
CUA NGl/Cfl TIEU DUNG TREN DIA BAN THANH PHO HA NQI
• NGUYEN THI KIM OANH
T 6 M TAT:
Bai viet chl ra cdc nhdm kich thich tdc ddng den viec hlnh ihanh nhu c^u mua s^n pham thdi Irang cdng sd cua ngiTdi lieu dung tren dia b^n Thanh phd' Ha Npi. Ket qud cho thay. cd 4 nhdm kich thich tdc dpng bao gdm: Cac kich thich ndi tai; Cac kich ihich marketing cua cdng ty va dd'i thu canh tranh; Cac kich Ihich vT md; Cac kich thich tiJf nhdm tham khao.
Tif khda: Kich thich, hlnh thanh nhu cau, san pham Ihdi trang cdng sd, ngu'di tieu diJng, Thiinh phd'Ha Npi.
1. D$t vd'n de
SI; phat men ngay cang manh me ciia nganh kinh doanh hang may mac ndi chung va thdi trang L'ong M1 ndi rieng tai Viet Nam da mang lai nhiJng thdi cd cung nhif thach thdc dd'i vdi cac doanh nghiep (DN) trong nifdc. De thich dng \di sir thay doi dd, doi hdi DN phai khdng ngtfng no life irong hoai ddng kinh doanh, dac biet la hoat dpng marketing thich itng vdi cac dac diem cua khach hang. De lam difdc dieu nay. DN phai hieu difdc hinh \i ciia khach hang trong mua sdm san pham.
Dii> chfnh la nen tang giup DN du'a ra cac chie'n liiOc. hoat dpng marketing hieu qua, giiip nang cao si?c ca nh tranh tren thi tnfdng.
Hoat dpng marketing dd'i \di san pham cua doanh nghiep phai khai thac cac kich Ihi'ch td mdi
tnfdng hay dieu kien ciia khach hang, td dd thie't ke de cac kich thich nay phu hpp vdi nhu cau cua khach hang.
Nghien cii'u cac kich thich tac dpng den viec hinh Ihanh nhu cau mua san pham thdi trang cdng sd cua ngu'di lieu dung tren dia ban Thanh phd Ha Npi. qua do, tac gia du'a ra cac giai phap cho hoat ddng marketing nhdm gpi dan nhu cau mua san pham cua khach hang vdi san pham thdi trang cdng sd cua doanh nghiep.
2. Tong quan finh hinh nghien cdu Cac van de h' luan va thifc lien ve hanh vi khach hang va san pham Ihdi irang da difdc nhieu nha khoa hpc cung nhif cac nha lam marketing trong va ngoai nu'dc d cac ITnh vi/c kinh doanh khac nhau quan tam nghien cdu. Tu\ nhien. nhdng
So 11 - Thang 5/2020 295
urnictiicTiniie
nghien cdu na\ thu'dng de cap chii >eu den 1\ luan
\ e hanh vi khach hdng va ihifc iidn hdnh vi mua ciia ngifdi tieu diing i:d'n \di tifng loai san phamcu the nhif thyc pham. thifc pham an todn. djch \u ngan hang,.. Cho den nay, rat il cdng trinh nghien cdu sau lien quan de'n cSc kich thich tdc ddng irifc lie'p tdi \ tec hlnh thanh nhu cau mua sam san pham thdi trang cdng sd cua ngifdi lieu dung d \'iei Nam.
Bai vie't tap trung \ao nghien cdu dinh tinh \ e thi/c trang cac kich thich tac ddng de'n \iec hlnh thanh nhu cau mua sdm san pham thdi irang cdng sd cua ngu'di tieu diing tren dia ban Ha Noi. KOi qud nghien cdu cung cd'p them dinh hifdng cho hoat ddng inarkciuiLi mix ciia cdc cdng i\ kinh doanh siin pham thdi trang trong nu'dc. nhdm tao ra hodc khai ihdc cdc kich thich phCi hdp td phia mdi infdng de gpi md \a kich day nhu cau cua khach hang \di san pham
.^. Crf sd IV thu>e't nghidn cdu
Bai \ici su'dung phifdng phdp nghien cdu dinh Iinh \ i> ihifc irang cac kich thich tac dpng den viec hinh ihiinh nhu cau mua sam san pham thdi trang cdng sd ciia ngu'di lieu dung tren dia ban Ha Ndi
Nghien cdu difa tren md hlnh hanh \ i mua ciia ngu'di lieu dung cila Philip Kotler [Kotler & Keller.
2013|. Hinh 1 cho tha'y. cac kich diich tac dpng den khach hang de hinh thanh nhu cau vdi san phd'm - dd la nhan thdc \ an de hoac nhu cau. (Hlnh 1)
Cdc kich ihich tac dpng tdi ngu'di lieu dCing cd hai nhdm la kich thich marketing \a cac kich diich
tu" phia mdi tnfdng. Sau khi vci '''"•
ngirdi lieu diing cd the cd phan diis. ' •'""'' "'^"
cau \di san pha'm hodc khdn' N^-iroi lim marketing can nSm bdt du'dc cac kuh ihich nao id phia moi infdng \:i cac kich thich nao thudc hoal ddng marketing cua cac doanh nghiep cd tdc dpng ldn tdi viec hlnh thanh nhu cau cua ngifdi tieu dDng.
Nhdn Ihdc difpc nhu cau la du'dc dau iiC-n cua qua tiinh quyet djnh mua \ a khdi dau cho cac bifdc khdc ciia qud trinh. Cdc nha lam marketing can \ac dinh kich thich ddn dat tdi hlnh thdnh nhu cau ciia ngifdi lieu dimg, de tijf dd phdt trien cdc chid'n lu'dc marketing.
Cdc kich thich khie'n ngifdi deu dung nhan tha'y sif khdc biet dang ke giifa tinh trang thirc leva tinh trang ly lirdng. khi nilni bat difdc nghia la hp nhan thdc dtfdc va'n de hodc nhu cau. Nhu cau IJ tifdng thifdng xay ra khi ngu'di lieu dting tie'p xuc vdi cdc san pham khdc nhau hodc cha'l lifdng td't hdn, hodc tinh the vd dieu ken mdi tru'dng ihay doi ddi hdi san pham mdi phii hdp vdi cac dieu kiSn vd linh the mdi, vi du nhif: Dieu kien ldm viec thay ddi;
quan do khdng cdn hdp thdi trang; thdi lie't vd miia Ihay ddi.
4. Phifdng phap thu th^p dff li^u Tdc gia da lien hanh mdt cupc khao sat hdn hdp giifa phdng va'n va phdl phid'u didu tra vdi 150 do'i tu'dng khdch hang la ngifdi lieu dung diTdc chon ngdu nhien dang lam d cac ddn vi khac nhau tren dia ban Ha Ndi. Ho cd cac mdc thu nhap vd ngdnh Hinh 1: 1^6 hinti hatih vi ngUdi tieu dung (Kotler & Keller, 2013)
C ic kich (bkh tiep thi
Cac kich thich khac
San phim va I Nen 'i-j;i;i le djch \ii Cong nghe Gia ca I Chinh tn Phan pUoi \ ii' .I,' Truven thong
1 D a c : Dgtrai
d u n g
^ ' i n hoa Xa he:
diem tieu
Quy trinh ra quyet jBnh mna Nhan thiic van de Tim laem tiiong nn
Danh gia lua chon Quvet dmh mua hang Hanh vi sau mua hang
Quyet dinh mua Lua chpn san i ^ i ^ Lira chon thuong hieu L ^ chon daily long s 6 t i ^ mua haj
^ ' '';nhihai gian ihanh
296 So n - Thang 5/2020
KINH DOANI
nghe khdc nhau. cd dp tuoi td 18 - 55. Ho la ngifdi tifdng d(Vi thu'dng \u\cn mua cdc sdn pham thdi trang cdng sd.
Dieu tra nhSim tim hieu cac kich thich tdc dpng den ngifdi ti^u dung trong viec hlnh thdnh nhu cau mua,san pham thdi trang cdng sd tren dia ban HJ Npi.
Cac cdu trd ldi difdc ghi chep, sau do difdc td'ng hdp theo tdng cau hdi va difdc phan tich. dien giai tim hii;u ddc diem cda cdc van de nghien cdu.
5. Kd't qua nghidn cdu
Td nghien cdu phdng va'n vd khao sdt cho tha'y, liiy iheo tifng linh hud'ng khdc nhau ma cd nhdng kich Ihich khac nhau tdi khdch hdng. Cd the kich thfch ndi tai. cung cd the Id cdc kich thich ben ngodi. Cd nhifng kich thich Id hoat ddng marketing cua cdc doanh nghidp nhutig cung cd cac kich thich tif phia mdi tru'dng vd td nhdm tham khao.
Kci qua cho thd'y, cdc kich thich td nhu cau nm lai cila ngu'di mua vd cdc kich thich tCf hoat ddng markeiing ciia cdc cdng ty kinh doanh hang thdi trang chie'm Uli the'hdn cdc kich thich ttf phia mdi tnrdng.
Qua qua trinh dieu tra khach hdng Id ngu'di lieu dimg d tren dia ban Thanh pho Ha Ndi ve cac kich ihich lac dpng de'n viec ra quyet dinh mua hang ina> mdc thdi trang cdng sd cho thd'y:
+ Nhu cau mua hang Ihdi trang cdng sd cd the
\u.ii hi?n td cdc kich thich ndi tai ciia khach hang tien ndng. Dd'i vdi cdc kich thich npi tai chinh la cdc kich thich khdi ngudn tir viec tif ban than khdch hSng nhan ihdc du'dc nhu c^u ve viec can mua cdc san pham thdi trang cdng sd. Phan ldn ngu'di difdc hot cho bie't, thdi die'm phat sinh nhu cau dd'i vdi cdc sdn pha'm thdi trang cdng sd thifdng vdo cdc dip quan trpng (75.43'^o); chi mua khi thifc sif can ihiel (71,71%); khi irpng lu'dng cd the tdng len hodc gidm xudng (70%). Dac biel. dd'i vdi nhu'ng phu nir bdt dau di lam lai sau thdi gian nghi sinh em b^ se cd xu hifdng mua sdm cac san pham thdi trang cdng sd nhieu hdn, Ngoai ra. cac kich Ihich khac thupc nhdm kich thich ndi tai cung difdc khdch hang ddnh gid cao nhu': Khi cd tien tuy dung dif ra (66.86%); dif djnh tdng qua ngu'di khdc iW.%): bpt phdt khi di cimg moi ngifdi (62.%).
+ Ben canh do. nhu cau mua sdm thdi trana
cdng sd cua khdch hang cd the' \ual hien tif cac kich thich bdi hoat ddng marketing cua cdng i\ vd dd'i diij canh iranh. Da sd khdch hung ira ldi hp co nhu cau mua sdm nhieu nha'l vdo Ihdi die'm cdc cdng ty difa ra chifdng trinh giam gid (76.7I%(.
Mat khdc, \ iec phdt sinh nhu cau ciia mdt sd'khach hang tai thdi diem hp nhan difdc thdng tin \ c bd suii tap mdi ciia cdng i\ (59.14%); cac thdng tin DN gtii den gdi y ve cac san pham mdi, mau mdi i58.N6'r). Tu> nhien, vdi cdc bd su\i tap mdi gid cua san pham tu'dng dd'i cao trong khi vdi dai da so'khdch hdng du'dc hdi deu cho bid't ye'u love gid cd vai trd chi phd'i. Dieu ndy Idc ddng khdng nhd den viec hlnh thdnh nhu cau mua .sdm ciia khdch hang dd'i vdi mdt hang thdi trang cdng sd.
+ Nhu cau mua hang thdi trang cdng sd cua khach hang cd the xua't hien tii' cdc kich thich ciia mdi tru'dng vT md. Cdc yeu told mdi trUdng cd lac ddng ldn de'n hinh thanh nhu cau cua khdch hdng.
Cu the nhif: Khi chuan bi tham dif cdc sif kien/ le hdi (7S.43%); Khi thdi tie'l chuyen mua (76.H(i'7,).
+ Cud'i ciing, nhu cau mua hdng ihdi trang cdng sd cua khdch hdng cd the xua't hien td cdc kich thich bdi nhdm tham khao. Dd'i vdi nhdm nay.
phan Idn ngu'di dUdc hoi ddnh gia hp mua san pha'm thdi irang cdng sd thdng qua cdc gdi y lif y kien ciia ban be. ddng nghiep (67,14%). Dai da so' khach hang deu ddng linh y kie'n ciia cdc ddng nghiep, ban be se cd anh hu'dng rat ldn den viec nay sinh nhu cau cua hp ve san pham. Ddy la nhdng ngu'di ihu'dng xuyen tie'p xuc vd cd md'i quan he gan giii vdi khdch hang nen cd anh hu'dng ldn de'n gu tham my cung nhif nhu cau ciia khdch hang ve san pha'm didi trang cdng sd.
Tie'p theo la. cdc kich thich tii' y kien cua cdc chuyen gia didi trang (53.14%) \a tif thdi trang cua cac didn vien/ngifdi nd'i tie'ng (49%). Vdi cdc kich thich nay cd mdc dp anh hifdng tha'p hdn ddi vdi nhO'ng ngu'di dUdc hdi. day cd the xem la cdc cdn cd de hp cd the tham khao them trong qua trinh hlnh thanh nhu cau mua sdm san pham thdi trang cdng .sd.
6. Cac giai phap de xua't
Nghien cdu dinh linh ve cac kich thich tdc ddng de'n viec hlnh thanh nhu cau mua sdm san pham thdi irang cdng sd cua ngu'di tieu dung Ha Ndi. Ttf
S o i l -Thang 5/2020 297
TAP Cll CiKC n n i i e
dd. giup cac cdng t\ kinh doanh san pham ihdi trang cdng sd hieu ro qua trinh hinh thanh nhu cau cila ngifdi lieu dung.
Kci qua nghien cduchotha). kich thich naose tdc ddng de'n \ lOc hinh thanh nhu cau mua sdm --an phd'm thdi trang cong sd. Nhii \ a \ . giiip cdc cdng ty kmh doanh san pha'm nd} cd the' sd dung cdc bie'n sd'marketing mix mdt each hieu qua \a nang cao hoal ddng kinh doanh cua minh. Doanh nghiep can tao ra cdc kich thich phfl hdp tac ddng tdi khdch hdng hien tai va tiem ndng de thuc da'> hp hinh thanh nhu cau mua cdc san pham ma\ mdc ihdi trang.
Mot so gidi phdp cdc cdng ty kinh doanh hdng thifi trang cdn vgn dung:
- Cac cdng ty kinh doanh thdi trang cdng sd cd the len ke hoach marketing theo cdc dien bie'n. chu k> ctia thdi tie'l nham ddp dng kip thdi cdc nhu cau ndy sinh do lac ddng ciia mdi tnfdng. Can lifa chon c.ic chUdng Irinh xiic tien ban hodc du'a ra cdc mdu thdi irang thich hdp\di cdc sif kien ddc dieted tinh chu k\ Cdc cdng ty can ndm ba'i difdc nhu cau cua khdch hang d cac thdi die'm nay de' difa ra cdc kich thich thich hdp. nhif: Gu'i email cho khdch hang;
gdi tin nhdn: cho mandcanh mdc nhifng bd quan do bat mdt. phu hdp vdi cac chd de cua cac dip le.
Nhu cau ciia khdch hang xua't hien khi thdi net chuyen miia, ddc biel nhu cau ciia ho dd'i \di san pham thdi trang cong sd se tdng cao hdn \di thdi diem binh thifdng. Cdng t\ can gdi thdng tin cho khach hdng ve cdc bd silu tap \ a difa ra cdc gdi y cho khdch hang ve cdc bd trang phuc ma hp cd the' mdc vao khoang didi gian chuye'n mtia nay.
- Sii'dung cdc nhdm lham khao de difa ra\ kie'n - nhif nhdng ngu'di ndi licng - \ a phdt tne'n cdc gdi
chdo hang theo nhdm banbd. \ i du •..:- > 'i';-^'>^"^^
Ihc du'a ra cac chifdng trinh u\i dai VL , M l-hi co mpt nhdm khach hdng di mua sam cin''~ nhau. Ben canh dd. cong i> cung nen du'a ra cac i.Iurdng trinh lAi ddi ddnh neng cho kh.ich hang khi hp dang tai len fanpage cua cdng i> \ e nhdng bp n-'^y phuc hp mdi mua \a mdc dc chup anh. truyen lin tren cdc trang mang xa hdi. Cd nhu vay tiKd tdng cu'dng ldc ddng cua nhdm tham khao \ a giiip cdng ty tdng kha nang lu'dng tdc \di khdch hang hien tai cung nhif khach hang tifdng lai. Anh hddng cua nhdm ban be, ddng nghiep tdi viec hinh thanh nhu cau cua ngu'di lieu dung dd'i vdi san pha'm cdng sd Id lifdng dd'i Idn. Viec tao ra "quang cdo iruyin mieng" tif ban be la mdt ye'u td'quan trpng, quye't dinh de'n hdnh vi mua san phd'm Ihdi Irang cdng sd cua ngu'di tieu dflng.
+ Khach hang cung hlnh Ihanh nhu cau mua khi chiu tac dpng cua cdc kich thich marketing Id cdng ty va dd'i thu canh tranh. Khdch hang se mua sdm nhieu hdn khi cd cdc chu'dng trinh giam gid. Cdc chifdng trinh giam gid cd tdc ddng khdng nhd tdi viec hlnh thanh nhu cau mua sam cdc san ph^m thdi trang cdng sd cua ngifdi lieu diing. Viec thdng tin kip thdi cho khdch hang bie't ve cdc chu'dng trinh nay la vd cung quan Irpng, ddc biel thdng qua cdc Irang fanpage cua cdng ty, lin nhdn dien thoai, email hodc zaIo de hp cd the cap nhat thdng tin mdt cdch nhanh chdng.
7. Ke't luan
Difa tren cdc kich thich tdc ddng hlnh thanh nhu cau mua sdm san pha'm, doanh nghiep can nhanh nhay vdi cdc kich thich ndy nhdm thuc day hlnh thanh khdi dau lien trinh quyet dinh mua san pham ciia khdch hang •
TM I.IKl T H \ M K H \ ( > : 1 Kotler vj Keller iIUl.M. (_',(„•; -c
; Si'lnm.m .M R A: Rjholt. N J >2ni Pre mice Hall
N \ H UuMliingXahgi
' ' ' .J' If" in jadiion. Upper Saddle River. '
298 S d l l -Thang 5/2020
KINH BOANI
Jt Cong l\ Njihien ciJu Thi Ulfdng Uifc tuyen W&S. (20121. Bdo cdo nghien cdu ve iboi qm-n lu'u diing ihiH trang tiiangUiti Vict Sam. Vinasearch.
NRa>nh§n bai: 17/4/2020
N^a> phan bi$n danh gia va su'a chtTa: 28/4/2020 Nga> chap nh$n d3ng bai: 7/5/2020
7'/idn^' tin ldc gid:
ThS. NGUYEN TH) KIM OANH
Khoa Marketing - Trifdng Dai hpc Thifdng mai
STIMULANTS SHAPING THE SHOPPING DEMAND FOR WORK OUTFITS
OF CONSUMERS IN HANOI
• Master. NGUYEN THI KIM OANH Faculty of Marketing Thuongmai University
ABSTRACT:
This study is to find out the stiiiiulatitig groups shaping the shopping demand for woric outfits of consumers in Hanoi. The study's qualitative research shows that there are four stimulating groups, namely Intemai stimulant. Marlceting stimulants from the company and its competitors. Macro stimulant and Other stimulants from reference group.
Keywords: Stimulation, forming demand, work outfits, consumers. Hanoi.
So 11 - Ttiang 5/2020 299
