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CHÂN DUNG KHÁCH HÀNG MỤC TIÊU VÀ GIẢI PHÁP NÂNG CAO SỰ
THỎA MÃN CỦA KHÁCH HÀNG ĐỐI VỚI SẢN PHẨM DẦU GỘI
KERASYS
1.MÔ TẢ CHÂN DUNG KHÁCH HÀNG
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4<F;+/ST;F9/7*+(,%'&/N+Z&('O9='J&, 
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\+(C(+B6)!5/R/]_^,%0`/R/7
1SeU&(%'`_I^c/K<, *f9,?&B(PQI
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]i*%/J</KL/&P9<9+//K:/'/?/K-G/N+
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;(/&/%k,6,:;<9='/KFSk'%'%//?

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*+(I
4 v'm3/2+,u92C(,n/K-U&9@iA/&'7CD,1'6/
9P*!2/,m<-jJ"%/,?'&;<9='E',6<-j
0^)bc7/%'v'mtJ&/KlE%C ,-&;<9='(F/?
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4 #&U&!/"|} *28('!/K-GjA/
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&'I7/%;<9='*,-&,%/&"-G/o>H!/",mJ"%/,?
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(i='F/1KV//$/E-Q/Q'u((>~?i-QC5I
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PU&*+(/NA/&'1(/?/K-GPQ1KI
3. HÀNH VI TIÊU DÙNG SẢN PHẨM KERASYS
J"%/,?'&;f')*+(/-G/K<J&'6/J+/K75f
-;&3Phát hiện nhu cầu → cân nhắc → xác định các khả năng lựa chọn →
phương án → quyết định mua → hành vi sau khi mua.p%/, (U&
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^ee'C%'_S)Sc)/KF,11SZ&(*!*>F&;<9='%'
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
`)0cI],1F/V"y-E/?/K-G,&9+//K:)*+(,&>P/
>H;<9=');$C B+K&*!]/kCI
3.3. Trung bình số lượng khách hàng mua sản phẩm trong tháng
Y$CP P;$ P;V/„c…
6/CP S_ ^0)S
&CP ` _^)0
p&CP S `)0
R63 Sb Tw)a
Kết luận3#&*<F;+/STZ&()1S_-G'&SCP/KF/+
%'^0)Sc)1`-G'&_CP%'_^)0c)1S-G'&0CP%'
`)0c)/KF,11SZ&(*!*>F&;<9='%'`)0cI],1F
/V"*+(,&>P/>H;<9=');$CP'&U&*+(,&1
y-E/k>PI
Kết luận chung:#&;$CA/$*F/V")*+(,&>P>P
B%/,%;<9='oK&;";);$C '&U&*+(,&*!]/k
C)/],1/NF/ , FoK&;";y5'89K6Km(F/?/K-GA/&'I
4. MỨC ĐỘ THỎA MÃN/ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI SẢN
PHẨM KERASYS
4.1 Mức độ hài lòng về giá:

R ST Seec
Kết luận3J&STZ&(, 9xVF/V"V/C ;<9='
, *+((CgI
4.4 Sự hài lòng của khách hàng về mẫu mã
#&9xVF/V"*+(/-Q,$(Cg 'v'm;<9=')
;d(CgU&*+(/:AJ&bZ&(8, ‡*%KV/(Cg
 'v'm;<9='%'wec)0^)_c*+(CgE'v'm;<9=', 
*<F;+/J&aZ&()gCNC(/-Q,$(Cg(*!1*+((F
*!(CgE'v'm;<9='I
Kết luận chung3#&;$CA/$*F/V"*+(KV/(Cg
+/2 V/C ;<9='t-'v'm;<9='I">F;<
9='oK&;";C(;<9='89*=>F,1+U&;<9='gQ&F>F8"
9PCE*+(g-&(Cg +U&;<9='I
5. PHÂN TÍCH ĐỐI THỦ CẠNH TRANH
5.1. Các đối thủ cạnh tranh chủ yếu
Bảng so sánh sơ bộ của các nhãn hàng trên thị trường dầu gội.
h/ ‚4'o  Co&K'o  €F'&F 
 N }% N }% N }%
?
9P
a)`c `c _)`c
Quản trị Marketing

  92
J<
+F
KB7ˆ^eeIeee‰
rE,C EJ<
+FKP'K6
KB7a_eIeee‰

  <Œ,(  !
/V:9@iŒ
M(  !
C?Ck'
p1  u9  /?
/K-G  y5"
>d  9F
+,(!-Œ
U
CFN  ;<
9='
M&>N3
‚4'o
>K'o3>(
F  -G  /K?
(I
&//K3>(
F-GQ
(  "  /:
/&FI
oo4y3>(
  "  V/
'6/  ;<
9='  /K?
(
 &  ;<  9='
KF'&F  (
K&
Quản trị Marketing




A/K/?/K-GA/&',m1*+ mA>P6,&C-
(/K/?/K-G*1/K+*x;dN/K&J"%/CA//]+mAR
/%/KF,1RB8C(+mA-3
489,F('O9='CooKE+mA>P!,m1"/2/K
/-Q/K-G-3Co&K)Co&Ko)Y;C*)Fo)r•oBF"X
4!/"E+;<9='-3‚4o)‚4oŽFKpF;;)‚4o
&/K)KIoX
4!/"‹&E;<9='3€F'&F
5.2. Các điểm mạnh của đối thủ cạnh tranh:
41 /(2i'NI
4Mm/NF, V/ *+'N(1"/2/KFCg-G/>I
Quản trị Marketing

4!/K-Gk1&>F&A9'N,6U51/K/(
//P/K+A'2'@/U&!/"),nBA/+J&AE!
LKV/, L/Kl/N!/"I
4‚5">d*959$AJ<1A/$959$K6*f9<
-EI
4+</-Q,$V98, )/KF*V/C *+&F)*!/&
(FN89I
4l%'/?9PCE/K/?/K-G>P6(,  -GB%/,%I
41i2;+J<+FC!$V9>v('&K*o/AJ<I
4Y<9=',&>N 'v'm)*:>+)B&FB7X
5.3. Các điểm yếu của đối thủ cạnh tranh:
4+<'6/;$'n/(g*+&F;FE/89U&-GA/&')
V/C(jiH!/!I
4PCElh/89(F95*L/?/K-GV/,?I
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