Phân tích 4 yếu tố ảnh hưởng đến hành vi người tiêu dùng của BITIS. Ngoài sản phẩm Bitis Sandle đã rất quen thuộc, Bitis còn cho ra mắt sản phẩm Bitis Hunter và Bitis Street với nhiều tính năng, công nghệ tiên tiến và đang nhận được nhiều sự quan tâm của người dùng. Vậy những yếu tố nào sẽ ảnh hưởng đến hành vi mua một đôi giày, đôi dép? Và Bitis sẽ làm gì để tác động đến hành vi của người tiêu dùng? Để trả lời câu hỏi đó, hãy cùng xem Bitis đã có bài Phân tích 4 yếu tố chính ảnh hưởng đến hành vi người tiêu dùng như thế nào sau hơn 40 năm thăng trầm tại thị trường Việt Nam để có được thành công như hiện tại.
PRINCIPLES OF MARKETING JUNE 26, 2022 Research presented for Principles Of Marketing (Principles Of Marketing) on the topic: Analyze the four major factors that influence consumer buyer behavior By: Ngô Văn Sâm FPT University Hoa Lac Campus, Copyright 2022 by THE authors of PRINCIPLES OF MARKETING Analyze the four major factors that influence consumer buyer behavior Table of contents I II A B C D III Introduction…………………………………………………………………………………………………3 Four major factors influence buying behavior…………………………………….3 Cultural factors………………………………………………………………………………………….3 The culture of a country or territory………………………………………………….3 Customs and habits of small communities.…………………………………… 3 Beliefs…………………………………………………………………………………………………4 Social factors……………………………………………………………………………………………….4 Social status……………………………………………………………………………………….4 Family………………………………………………………………………………………………….4 Reference groups………………………………………………………………………………5 Personal factors………………………………………………………………………………………… Age………………………………………………………………………………………………… Occupation and economic situation…………………………………………………6 Lifestyle and personality…………………………………………………………………….6 Psychological factors………………………………………………………………………………… Engine………………………………………………………………………………………………….7 Motivation……………………………………………………………………………………………7 Awareness………………………………………………………………………………………… Faith…………………………………………………………………………………………………… Attitude……………………………………………………………………………………………… Conclusion…………………………………………………………………………………………………7 _ Analyze the four major factors that influence consumer buyer behavior I Introduction Established in 1982, Biti's was formerly known as Binh Tien and Van Thanh production complexes In 1986, the two groups above merged to form Binh Tien Rubber Cooperative, and Biti's, also abbreviated by this Binh Tien name, with the slogan “Nurturing Vietnamese feet" is a place specializing in the production of high-quality footwear for domestic consumption and abroad Currently, besides production bases, the company has branches, trade centers, business centers, 156 marketing stores, and more than 1,500 agents across the country and exports products to 40 countries worldwide, including markets such as Russia, Ukraine, United Arab Emirates (UAE), Bahrain Life is developing more and more, and the demand for clothes for each person is higher than ever In the era of international integration, it has become easier to access many foreign products with diverse designs and reliable quality, per the preferences and mentality of "preferring foreign goods" However, on the market, there are still many poor quality products, fake goods, and even some products still have drugs on the bottom of shoes and sandals, so people are gradually turning to Vietnamese products Biti's is a fashion brand with a long history in the Vietnamese market In addition to the very familiar Biti's Sandle product, Biti's also launched Biti's Hunter and Biti's Street products with many advanced features and technologies and is receiving much attention from users So what factors will affect the buying behavior of a pair of shoes and sandals? And what will Biti's to influence consumer behavior? To answer that question, let's see how Biti's has an "Analysis of four main factors affecting consumer behavior" after more than 40 years of ups and downs in the Vietnamese market to get the current success II Four major factors influence buying behavior A Culture factors The culture of a country or territory: Each country or territory has a culture with its own characteristics The citizens living there more or less inherit the characteristics of that culture The characteristics of each culture will affect people's perception of all aspects of life, including, of course, behaviors related to product consumption In Asian countries like Vietnam, on the occasion of "Tet", people will tend to buy a lot of products dedicated to Tet such as banh chung, banh tet, pork, apricot flowers, and ornamental plants as well as other products such as fashion clothing Therefore, culture will affect consumer behavior and of course, Vietnamese people will require brands and models like Biti's to ensure that all materials 100 percent must be from Vietnam or else will be boycotted, and that happened to Biti's because they used materials imported from China, thereby losing their credibility with the people Customs and habits of small communities: Usually, within a culture of a country there will appear communities with the same distinct customs and practices This difference may stem from the difference in topography, historical origin, race Similarly, these different factors will also influence the consumption behavior of people _ Analyze the four major factors that influence consumer buyer behavior living in the area each community Southerners and Northerners will have different preferences and use of Biti's products, the South is hot and sunny, they will prefer to change cool and waterproof shoes when the rainy season comes, and the North revolves around seasons diverse products such as Biti's Hunter and Street will be extremely attractive to consumers Beliefs: Belief is a factor that has a profound impact on people's beliefs and attitudes about a certain issue or thing Just like culture, the characteristics of each type of belief will affect consumer behavior in many different ways Religious people will have different consumption behaviors than the rest, for example, Buddhists will often wear flip-flops, walk quietly without making any noise isn't flashy, and is suitable for sacred places B Social factors Social status: Each role is associated with a status that reflects the general respect of society, appropriate to that role Therefore, buyers often choose products that speak to their roles and status in society Rich people buy branded goods and if they are cheap, they usually won't buy them For middle-income people as well as their status in society, they will buy affordable, quality products, and finally, people with low-income low status so will buy cheap products that must be high quality and durable Family: Family is the closest factor in society that often influences consumer buying behavior But that only applies when we are under 10 years old, and from the age of 14 onwards, family factors will have a great impact because most of the children will be affected by the KOLs mentioned above, not to mention the society is now more open than in the past, where my father was sitting there, independent thinking has gradually become more effective than the old-fashioned one Reference groups: Friends, KOLs, and people who have used Biti's products 3.1 Friends are quite an important influence group for consumers Among the influences of the group of friends on each individual, the psychological influence is one of the great and powerful influences that are not difficult to recognize If in a certain group, individuals tend to use a type of Biti's shoes, of course, the remaining members will buy Biti's because they not want to be different from the rest from the factors on Biti's that have taken measures to improve improve products with distinctive style and influence people around Besides, product quality is considered because before buying, consumers will consult friends, if the quality is not good, they will be ready to switch to other brands' products 3.2 KOLs in other words, brands will use public influencers to attract customers to buy products With the development of social networks and media channels, fans can easily access information about their favorite celebrities via Facebook, Youtube, and Instagram is a measure of money Many companies and brands have taken advantage of this power to promote their brands and products and Biti's is no exception, they have created wide brand awareness for the newly launched Biti's _ Analyze the four major factors that influence consumer buyer behavior Hunter line in the opening campaign: UBER Move and Biti's Hunter Online Shoe Hunt Biti's used KOLs to promote such as Nguyen Ngoc Thach, and Chau Dang Khoa… Because they have a fan base of 17-25 years old Biti's has taken full advantage of KOLs to develop its own image as well as products and has collaborated with Soobin Hoang Son with the MV "Going to return" with more than 76 million views and hundreds of thousands of shares, effective The campaign's results stem from the way the brand image is integrated into the story, and the musical storytelling with catchy lyrics and melodies, performed by Soobin Hoang Son, an influential singer Affecting young people, Biti's conveys a message to encourage young people to actively experience and explore the world, but always look to the roots and to the family Not only SooBin Hoang Son but also many other artists are also brand representatives to build a Vietnamese shoe brand such as Singer Phan Manh Quynh "Let's return early for Tet", strongly hitting the emotions of people far from home, Tet reunion, reunion 2016 In the MV Son Tung wears shoes to promote Biti's Hunter product, which is well received by young people, up to now, it has over 212 million views on Youtube, so it has attracted a lot of attention consumers as well as hitting the Vietnamese people's mentality "Vietnamese people use Vietnamese goods" along with the motto "Nurturing Vietnamese feet” 3.3 People who have used Biti's products, for example, if people who have used Bitis reflect negatively on the product, then the following consumers will have more rigorous and careful choices and are likely to choose another brand It is proposed for Biti's to take timely and appropriate customer care measures to improve and overcome technical problems C Personal factors Personal factors: Consumers' purchasing decisions will be influenced by: Age, occupation, and economic situation as well as lifestyle, and personality Age: Each age has different buying habits From 0-7 years: When choosing shoes for this age, parents are often interested in shape, sole softness, safety, and durability And to attract this age, Biti's has cooperated with famous brands such as Biti's Disney and Biti's Marvel because often at this age children tend to like watching cartoons, superheroes, and fairy tales Disney also exclaims that Biti's has successfully conquered the needs of this age group From 7-14 years: At this age, teenagers have their own preferences and experiences and Biti's fully understands the needs of this age group because when they go to school, they will have to wear sandals or shoes due to the school's regulations so Biti's easily appeals to this age group _ Analyze the four major factors that influence consumer buyer behavior From 14-25: BITIS is very interested in this generation, in general, Vietnamese young people have a fashion sense and want to be affirmed, attracted by new models, creative designs, aesthetic taste, and a unique style As a result, Biti's launched products Biti's Hunter and Biti's Street, Biti's used KOLS Son Tung MTP and Soobin Hoang Son because usually before buying they will introduce to celebrities as well as celebrities friends and this Biti's has succeeded in MV campaign Lac Troi and Go To Return From 30 years old onwards: They are office workers, workers, and the elderly They will be attracted to products with unflattering designs and colors that must be durable and comfortable to serve their job and age This is not difficult for Biti's because, for office workers and workers, Biti's Hunter has taken care of everything from extremely good quality and durability, and for the elderly, they are too familiar with Biti's for decades 80, they just need a product with durability as well as the softness of the sole and with straps to avoid problems in old age such as falling, tripping Occupation and economic situation: Occupation, as well as economic circumstances, will also affect their consumption behavior, the rich buy more, expensive and poor buy less, but the price must be cheap and high quality Bitis targets everyone from workers and the elderly to children to the upper class The products of Biti's that have hit the market will be suitable for all classes of society from the poor to the rich Lifestyle and personality: Everyone has different styles and personalities and will also have different consumer needs People with a gentle personality will often choose cute and simple couples Aggressive people must have unique products, different from others, and when they come in they want to exude pride Biti's products such as Hunter and Sandle have had a variety of designs ranging from cute to quirky that have been launched throughout the Vietnamese market and as mentioned above KOLS has attracted these individuals in a great way easily People with a conservative personality tend to spend according to a predetermined plan and budget, while those with a superficial personality are often indulgent and permissive in spending _ Analyze the four major factors that influence consumer buyer behavior D Psychological factors Engine: To stimulate the desire of customers, Biti's has promoted PR activities, articles, and PR articles Most of these PR articles are aimed at patriotism such as: Export of leather and footwear ranks top in the world world, Vietnamese people use Vietnamese goods In order to encourage customers to act and buy products, Biti's Advertising strategy is to offer attractive incentives and promotions to stimulate consumption, which Biti's focuses on flexibly, such as discounts on the occasion of the 30-day period and 1-5, September 2, the first day of the school year, Christmas, especially the Lunar New Year Motivation: As a leading country in the field of exporting leather and shoe and footwear accessories, we ourselves have to use foreign products with high prices Therefore, Bitis has been trying every day to improve products, giving consumers a vacuum product experience that is not inferior to foreign products but that the price is much cheaper Awareness: Biti's pays great attention to advertising and marketing contracts in domestic and foreign markets Many contracts have effectively made the public aware of Biti's products, thereby improving the level of product brand recognition One prominent advertising campaign of Biti's for the Biti's Hunter product line must include the campaign: Going to Return and Lost in the River, which has resonated and has also revived the brand in recent years Faith: Organizing social activities is also a marketing strategy of Biti's Biti's has launched a number of major programs, linking with the people and local authorities to propagate and mobilize the support of the local government and people through activities such as: Sponsoring students Poor students and students well in school to overcome difficulties, supporting flood victims, donate to charity, sponsor sports events to enhance people's confidence that Vietnamese people are the first to use Vietnamese goods, not Nothing compares to the glory of a beautiful Vietnam Attitude: When asked more about the evaluation of the shoe's design, factors such as eye-catching, easy to see, easy to detect, and especially extremely durable because the sole of the product is very thick many people have expressed satisfaction with the product and are proud of Vietnamese goods Analyze the four major factors that influence consumer buyer behavior ... it has over 212 million views on Youtube, so it has attracted a lot of attention consumers as well as hitting the Vietnamese people's mentality "Vietnamese people use Vietnamese goods" along... factors affecting consumer behavior" after more than 40 years of ups and downs in the Vietnamese market to get the current success II Four major factors influence buying behavior A Culture factors The... culture will affect consumer behavior and of course, Vietnamese people will require brands and models like Biti's to ensure that all materials 100 percent must be from Vietnam or else will be boycotted,