{"id":1238,"date":"2022-05-31T14:33:58","date_gmt":"2022-05-31T13:33:58","guid":{"rendered":"https:\/\/devnorthwales.wpengine.com\/?p=1238"},"modified":"2023-08-15T17:01:04","modified_gmt":"2023-08-15T16:01:04","slug":"pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr","status":"publish","type":"post","link":"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/","title":{"rendered":"Pam ei bod yn bwysig astudio ymddygiad defnyddwyr"},"content":{"rendered":"<p>Mae deall pwysigrwydd ymddygiad defnyddwyr yn hanfodol i unrhyw farchnatwr. Trwy ddysgu sut a pham y mae pobl yn dewis un cynnyrch neu wasanaeth dros un arall, gall marchnatwyr:<\/p>\n<ul>\n<li>adnabod pa gynhyrchion neu wasanaethau y mae pobl eu heisiau \u2013 ac yr un mor bwysig, adnabod pa gynhyrchion a gwasanaethau nad ydynt eu heisiau.<\/li>\n<li>siapio eu strategaethau marchnata a&#8217;u hymgyrchoedd marchnata yn effeithiol er mwyn helpu i ddylanwadu ar benderfyniadau defnyddwyr.<\/li>\n<li>mireinio eu hymdrechion marchnata. Er enghraifft, gallant ganfod demograffeg cwsmeriaid newydd, gwella eu negeseuon, a hyd yn oed ragweld tueddiadau&#8217;r farchnad yn y dyfodol.<\/li>\n<\/ul>\n<h2>Beth yw ymddygiad defnyddwyr?<\/h2>\n<p>Ymddygiad defnyddwyr yw&#8217;r astudiaeth o&#8217;r hyn sy&#8217;n cymell pobl a&#8217;u rhesymau dros ddewis y cynhyrchion a&#8217;r gwasanaethau y maent yn eu prynu. Mae hefyd yn edrych ar bethau fel patrymau ac arferion prynu pobl.<\/p>\n<p>Mae&#8217;n <a href=\"https:\/\/www.mckinsey.com\/business-functions\/growth-marketing-and-sales\/our-insights\/understanding-and-shaping-consumer-behavior-in-the-next-normal\">faes sydd o ddiddordeb<\/a> i farchnatwyr yn ogystal \u00e2 seicolegwyr, economegwyr, a hyd yn oed biolegwyr a fferyllwyr.<\/p>\n<p>Defnyddir amryw gategori i labelu gwahanol agweddau ar ymddygiad defnyddwyr:<\/p>\n<ol>\n<li><strong>Ymddygiad prynu arferol<\/strong>. Fe&#8217;i gelwir hefyd yn ymddygiad prynu cyffredinol, a dylanwadir ar yr ymddygiad hwn gan ailadrodd a chynefindra brand wrth wneud penderfyniadau i brynu, ac fel arfer mae&#8217;n ymwneud ag eitemau bob dydd y mae person yn eu prynu&#8217;n aml heb feddwl llawer.<\/li>\n<li><strong>Ymddygiad prynu byrbwyll<\/strong>. Mae&#8217;r ymddygiad hwn yn digwydd pan wneir penderfyniadau i brynu yn y fan a&#8217;r lle &#8211; heb gynllunio nac ymchwil &#8211; yn seiliedig ar awydd y foment. Enghraifft gyffredin o brynu byrbwyll yw prynu siocled neu losin tra yn y ciw yn yr archfarchnad.<\/li>\n<li><strong>Ymddygiad prynu cymhleth<\/strong>. Gall hyn gynnwys ymddygiadau penderfynu cyfyngedig yn ogystal ag estynedig. Mae&#8217;n cynnwys y penderfyniadau a wneir i brynu ar \u00f4l rhoi rhywfaint o ystyriaeth i&#8217;r mater, neu ymchwilio i&#8217;r opsiynau.<\/li>\n<li><strong>Ymddygiad prynu sy&#8217;n lleihau anghysondeb<\/strong>. Mae prynu sy&#8217;n lleihau anghysondeb yn digwydd pan fydd defnyddiwr yn ymwneud yn llawn \u00e2\u2019r broses o brynu &#8211; eitem bwysig fel arfer &#8211; ond nid yw&#8217;n gweld llawer o wahaniaeth rhwng brandiau neu gynhyrchion. Gall hyn beri gofid i rai defnyddwyr, gan eu bod yn poeni y byddant yn difaru eu penderfyniad ar \u00f4l prynu.<\/li>\n<\/ol>\n<h2>Astudio ymddygiad defnyddwyr: sut i gychwyn arni<\/h2>\n<p>Gall busnes ddewis cynnal astudiaeth ymddygiad defnyddwyr mor frysiog neu mor fanwl ag y dymunir &#8211; ond po fwyaf o ddata a gwybodaeth o ansawdd uchel sydd ar gael i farchnatwr ei ddefnyddio, gorau oll fydd eu strategaeth farchnata.<\/p>\n<h3>Casglu data<\/h3>\n<p>Yn nodweddiadol, mae gan farchnatwyr gyfoeth o wybodaeth a data ar flaenau eu bysedd eisoes, a thrwy ei goladu a\u2019i adolygu, mae modd iddynt gael goleuni pellach o edrych ar:<\/p>\n<ul>\n<li>Data cwmni, megis adroddiadau defnydd cynnyrch ac adroddiadau gwerthu.<\/li>\n<li>Adborth cwsmeriaid, gan gynnwys adolygiadau, arolygon, a chwynion.<\/li>\n<li>Ymgysylltiad ar-lein, gan gynnwys data gwefan gan Google Analytics, Google Trends, ac <a href=\"https:\/\/moz.com\/beginners-guide-to-seo\/keyword-research\">\u00a0ymchwil allweddair <\/a>\u00a0.<\/li>\n<li>Ymchwil pwrpasol i\u2019r farchnad, megis canfyddiadau grwpiau ffocws a dadansoddiad o&#8217;r cystadleuwyr.<\/li>\n<li>Y cyfryngau cymdeithasol, gan gynnwys mesur teimlad tuag at frand ar blatfformau fel Facebook, Twitter, a LinkedIn, yn ogystal ag edrych ar sylwadau ar flogiau, data tanysgrifio cylchlythyrau ac ati.<\/li>\n<\/ul>\n<h3>Gr\u0175p \u2013 neu segment &#8211; cwsmer<\/h3>\n<p>Mae gan bob busnes ddealltwriaeth gyffredinol o leiaf o&#8217;i farchnad darged. Ond mae treiddio&#8217;n ddyfnach, trwy segmentu cwsmeriaid neu farchnad, yn golygu bod modd i farchnatwyr ddeall dymuniadau ac anghenion unigol pob un o&#8217;u mathau o gwsmeriaid yn well. Golyga&#8217;r gwahaniaethu hwn, yn bwysig iawn, bod modd iddynt wedyn deilwra eu strategaethau marchnata a&#8217;u negeseuon yn effeithiol i bob un o&#8217;r grwpiau hyn.<\/p>\n<p>Dylai segmentu ystyried nifer o nodweddion a nodweddion demograffig, gan gynnwys:<\/p>\n<ul>\n<li>oedran<\/li>\n<li>rhywedd<\/li>\n<li>lleoliad<\/li>\n<li>anghenion y defnyddwyr (pa gynhyrchion sy&#8217;n cael eu hystyried yn hanfodol i&#8217;r persona hwn?)<\/li>\n<li>arferion siopa (a yw&#8217;n well ganddynt siopa ar-lein ynteu yn y siop? Pa mor rheolaidd maen nhw&#8217;n prynu gan y brand dan sylw &#8211; a pha mor aml, yn ddelfrydol, y dylai hyn fod?)<\/li>\n<li>eu hoff sianeli marchnata (a ydynt yn ymgysylltu \u00e2&#8217;r marchnata ar y cyfryngau cymdeithasol? Beth am gylchlythyrau e-bost neu hysbysebion teledu?)<\/li>\n<\/ul>\n<p>Pan fydd y segmentau cwsmeriaid wedi&#8217;u creu, gellir rhoi persona i bob un, sef archdeip ffuglennol sy&#8217;n cynrychioli&#8217;r segment.<\/p>\n<h3>Ystyried cymhellion cwsmeriaid<\/h3>\n<p>Ar \u00f4l adnabod a segmentu eu mathau o gwsmeriaid &#8211; presennol a photensial &#8211; dylai marchnatwyr ystyried cymhellion pob un o&#8217;r person\u00e2u hyn i brynu.<\/p>\n<p>Mae astudio ymddygiad defnyddwyr fel arfer yn golygu ystyried tri chymhelliad cyffredinol, sef:<\/p>\n<ul>\n<li><strong>Ffactorau seicolegol<\/strong>. Mae credoau a theimladau pobl yn rhan enfawr o&#8217;u penderfyniadau prynu. Mae eu teimladau am frand, ei gynhyrchion, ei wasanaeth, a&#8217;u teimladau wrth ei gymharu \u00e2&#8217;i gystadleuwyr, i gyd yn bwydo i mewn i&#8217;w gweithredoedd fel defnyddwyr.<\/li>\n<li><strong>Ffactorau personol<\/strong>. Mae oedran person, ei rywedd, lleoliad, sefyllfa ariannol ac ati, i gyd yn helpu i bennu&#8217;r mathau o gynhyrchion a gwasanaethau y mae&#8217;n diddori ynddynt, ei hoff a&#8217;i gas bethau, a&#8217;r math o farchnata y mae&#8217;n fwyaf tebygol o ymgysylltu ag ef.<\/li>\n<li><strong>Ffactorau cymdeithasol<\/strong>. Bydd amgylchedd person yn helpu i siapio ei ymddygiad. Beth mae ei ffrindiau ac aelodau o&#8217;i deulu yn ei brynu? Beth sy&#8217;n briodol iddyn nhw yn ddiwylliannol? Pa gyfryngau maen nhw&#8217;n eu defnyddio, a sut mae hynny&#8217;n dylanwadu ar eu hymddygiad?<\/li>\n<\/ul>\n<h3>Creu dadansoddiad o ymddygiad cwsmeriaid<\/h3>\n<p>Mae dadansoddiad o ymddygiad cwsmeriaid yn ddarn hynod ddefnyddiol o ymchwil. Mae&#8217;n cymryd data ansoddol a meintiol pob un o&#8217;r camau ymchwil blaenorol &#8211; casglu data, segmentu&#8217;r farchnad a dadansoddi cymhelliant &#8211; i greu dealltwriaeth drylwyr o ymddygiad a dylanwadau cwsmeriaid.<\/p>\n<p>Dylid cymharu\u2019r data hwn \u00e2 phrofiad presennol y cwsmer er mwyn ennill:<\/p>\n<ul>\n<li>dealltwriaeth ddyfnach o daith y cwsmer a phroses y defnyddiwr o wneud penderfyniadau.<\/li>\n<li>mewnwelediad gwell i ddewisiadau defnyddwyr ac ymddygiad prynu defnyddwyr.<\/li>\n<li>tueddiadau cylchol.<\/li>\n<li>materion cyffredin a allai effeithio ar foddhad cwsmeriaid neu ymddygiad prynwyr.<\/li>\n<li>goleuni pellach ar ymddygiad.<\/li>\n<\/ul>\n<p>Gall marchnatwyr hefyd ystyried cwestiynau fel:<\/p>\n<ul>\n<li>Pa gynhyrchion newydd allai fod o ddiddordeb i&#8217;r persona?<\/li>\n<li>A oes gwahanol gynhyrchion a allai fod yn berthnasol hefyd?<\/li>\n<li>Beth yw disgwyliadau&#8217;r defnyddwyr ar gyfer perthynas y cwmni \u00e2 chwsmeriaid?<\/li>\n<\/ul>\n<h3>Cymhwyso&#8217;r dadansoddiad i strategaeth farchnata<\/h3>\n<p>Gyda dadansoddiad cynhwysfawr o ymddygiad cwsmeriaid, gall marchnatwyr greu strategaethau ac ymgyrchoedd a ysgogir gan ddata ac sy&#8217;n elwa i&#8217;r eithaf o&#8217;u hymchwil i&#8217;w defnyddwyr. O fewn eu cymysgedd marchnata, mae modd iddynt optimeiddio eu cynnwys marchnata, dewis y sianeli marchnata mwyaf effeithiol ar gyfer eu cynulleidfa darged a chanolbwyntio ar yr un pryd ar dwf cwsmeriaid newydd yn ogystal \u00e2 chadw eu cwsmeriaid presennol.<\/p>\n<p>Gan ddefnyddio&#8217;r ymchwil a&#8217;r dadansoddiad sydd ar gael, mae marchnatwyr yn gwybod:<\/p>\n<ul>\n<li><strong>pwy <\/strong>i&#8217;w targedu.<\/li>\n<li><strong>beth <\/strong>sy&#8217;n cymell y demograffig targed.<\/li>\n<li><strong>pa <\/strong>fath o gynhyrchion sy&#8217;n debygol o apelio at y gr\u0175p hwn.<\/li>\n<li><strong>pam <\/strong>eu bod yn debygol o ddewis un cynnyrch neu wasanaeth penodol dros un arall.<\/li>\n<li><strong>pa bryd <\/strong>y maen nhw&#8217;n siopa, yn ogystal \u00e2&#8217;u harferion siopa.<\/li>\n<li><strong>lle <\/strong>maen nhw&#8217;n cael eu negeseuon marchnata, yn ogystal \u00e2 lle maen nhw&#8217;n tueddu i siopa.<\/li>\n<li><strong>sut<\/strong> i ddylanwadu ar eu hymddygiad prynu fel defnyddwyr.<\/li>\n<\/ul>\n<h2>Ewch \u00e2&#8217;ch astudiaethau ymddygiad defnyddwyr i&#8217;r lefel nesaf<\/h2>\n<p>Mae astudio ymddygiad defnyddwyr yn elfen allweddol o&#8217;r radd<a href=\"https:\/\/online.wrexham.ac.uk\/cy\/mba-marchnata\/\"> \u00a0MBA Marchnata <\/a>100% ar-lein yn Ysgol Reolaeth Gogledd Cymru, rhan o Brifysgol Wrecsam. Byddwch yn dysgu sut i greu ymgyrchoedd marchnata strategol a defnyddio technegau dadansoddol i droi data yn ddealltwriaeth y gellir gweithredu arni.<\/p>\n<p>Mae\u2019r radd Meistr hyblyg hon mewn Gweinyddu Busnes yn cael ei dysgu ar-lein ac yn rhan-amser felly gallwch astudio ar eich cyflymder eich hun, ac ar eich telerau chi. Mae hi&#8217;n radd berffaith ar gyfer gweithwyr proffesiynol prysur sy\u2019n dymuno trawsnewid eu rhagolygon gyrfa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mae deall pwysigrwydd ymddygiad defnyddwyr yn hanfodol i unrhyw farchnatwr. Trwy ddysgu sut a pham y mae pobl yn dewis un cynnyrch neu wasanaeth dros un arall, gall marchnatwyr: adnabod pa gynhyrchion neu wasanaethau y mae pobl eu heisiau \u2013 ac yr un mor bwysig, adnabod pa gynhyrchion a gwasanaethau nad ydynt eu heisiau. siapio &hellip; <a href=\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\">Continued<\/a><\/p>\n","protected":false},"author":13,"featured_media":1237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[20],"tags":[],"class_list":["post-1238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-erthyglau"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pam ei bod yn bwysig astudio ymddygiad defnyddwyr - Ysgol Reolaeth Gogledd Cymru<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\" \/>\n<meta property=\"og:locale\" content=\"cy_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pam ei bod yn bwysig astudio ymddygiad defnyddwyr - Ysgol Reolaeth Gogledd Cymru\" \/>\n<meta property=\"og:description\" content=\"Mae deall pwysigrwydd ymddygiad defnyddwyr yn hanfodol i unrhyw farchnatwr. Trwy ddysgu sut a pham y mae pobl yn dewis un cynnyrch neu wasanaeth dros un arall, gall marchnatwyr: adnabod pa gynhyrchion neu wasanaethau y mae pobl eu heisiau \u2013 ac yr un mor bwysig, adnabod pa gynhyrchion a gwasanaethau nad ydynt eu heisiau. siapio &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\" \/>\n<meta property=\"og:site_name\" content=\"Ysgol Reolaeth Gogledd Cymru\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-31T13:33:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-15T16:01:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/online.wrexham.ac.uk\/wp-content\/uploads\/2022\/05\/Illustration-of-a-man-spending-money-with-a-small-man-on-a-ladder-looking-into-his-head.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ruth Brooks\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ruth Brooks\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 munud\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\"},\"author\":{\"name\":\"Ruth Brooks\",\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/#\/schema\/person\/78a0572f5f1b0cd34114b7db2fce2ded\"},\"headline\":\"Pam ei bod yn bwysig astudio ymddygiad defnyddwyr\",\"datePublished\":\"2022-05-31T13:33:58+00:00\",\"dateModified\":\"2023-08-15T16:01:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\"},\"wordCount\":1295,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/online.wrexham.ac.uk\/wp-content\/uploads\/2022\/05\/Illustration-of-a-man-spending-money-with-a-small-man-on-a-ladder-looking-into-his-head.jpg\",\"articleSection\":[\"Erthyglau\"],\"inLanguage\":\"cy\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\",\"url\":\"https:\/\/online.wrexham.ac.uk\/cy\/pam-ei-bod-yn-bwysig-astudio-ymddygiad-defnyddwyr\/\",\"name\":\"Pam ei bod yn bwysig astudio ymddygiad defnyddwyr - 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