HNH VI S DNG CA NGI CHI TH THAO I VI NC UNG REVIVE CA PEPSICO

GVHD: TS. ng Th Lin H

SVTH: Nhm C KHT

Lp HP: NCMKT_05

THNH VIN

Phan Th Nh Ha
Nguyn Hng Phng

Phm Th Thy
inh Th Lam Phng

Th Minh Tm

NI DUNG
TNH HUNG QUN TR VN QUN TR VN NGHIN CU MC TIU NGHIN CU THNG TIN CN THU THP KT QU D KIN THIT K NGHIN CU KT QU PHN TCH

TNH HUNG QUN TR

Sn phm nc ung Isotonic tin phong ti Vit Nam.
Isotonic l g? Tc dng ca Isotonic ?

Cng ty PepsiCo mun thc hin chin dch marketing.

i tng tr.

c bit: nhng ngi chi th thao

Nghin cu hnhvi s dng ca nhng ngi chi th thao i vi sn phm nc Revive ca PepsiCo

VN QUN TR
- In ti liu: 200.000 - Kinh ph cho hp nhm: 300.000 - Kinh ph i kho st: 100.000 - Huy ng t cc thnh vin - 120.000/1 thnh vin.

Ngun lc cho d n
- Mi thnh vin t n tp. - T tm hiu SPSS. - T tm hiu v PepsiCo v vn lin quan. - Tm kim cc mi quan h tm kim thng tin thc t v tin trong vic kho st.

Tin trnh thc hin v phn cng cng vic NI DUNG

Cng vic xut cc tng nghin cu tng nghin cu c ph chun Lp & trnh k hoch nghin cu K hoch nghin cu c ph chun Thi gian d kin hon thnh Tun 1 Tun 2 Tun 3 Tun 4 Thnh vin thc hin C nhm Ha C nhm C nhm C nhm

Xy dng bn phc tho v hon thnh Tun 5-7 cng d n s b Thuyt trnh mc ch d n trc lp Tun 8-9 Thit k & trnh by bng cu hi Test th bn cu hi Sa, hon thin & in bng cu hi Tun 10 Tun 11 Tun 11

C nhm C nhm C nhm C nhm

Thu thp d liu

M ha Chun b chng trnh phn tch Nhp d liu Phn tch d liu1 Vit bo co

Tun 12
Tun 12 Tun 12 Tun 12 Tun 13 Tun 13

Mi thnh vin 50 bng cu hi

Phng Tm Thy Phng Ha

VN NGHIN CU
- L sn phm mi ra i. - Trng khu vc ca Pepsico ti khu vc Min Trung Ty Nguyn. - Cn bit v hnh vi s dng ca nhng ngi chi th thao i vi nc ung Revive a ra chnh sch marketing ph hp.

Tin hnh nghin cu: Hnh vi s dng ca ngi chi th thao i vi nc ung Revive ca Pepsico nhm cung cp thng tin cho h.

MC TIU NGHIN CU
XY DNG
Th trng mc tiu: ngi chi th thao. Cn quan tm n hnh vi s dng ca h.
MC TIU CHUNG

Xy dng chnh sch marketing ph hp vi sn phm. Bit Hiu Ngun thng tin c KH tip cn nhiu nht. S nh gi ca KH Yu t tc ng n hnh vi mua SP thay th -> i th cnh tranh? T l ngi chi th thao cha sd mong mun c sd.

MC TIU C TH

MC TIUDUNG CU NI NGHIN

GII HN

THNG TIN CN THU THP

NI DUNG CN THU THP + Lng th thao Tuyn Sn. + Nh vn ha qun Sn Tr. + Trung tm gio dc th cht Ha Khnh. + Sn vn ng trng i hc kinh t N.
BC 1 BC 2

A IM THU THP

Xc nh phng php thu thp d liu. Xc nh cng c tin hnh thu thp. X l, phn tch

CC BC THU THP K hoch ly mu: -n v mu - Quy m mu - Quy trnh ly mu

BC 3

BC 4

KT QU D KIN
- Khong 60% ngi c hi bit v sn phm - Trong s nhng ngi bit sn phm c khong 75% ngi hiu v sn phm - Trong cc tiu ch nh gi v sn phm Revive th: + mi v: 50% hi lng + mu sc: 60% hi lng + dung tch: 70% bnh thng + kiu dng: 70% bnh thng + gi: 50% hi lng - Trong bn ngun thng tin th khch hng bit n sn phm Revive qua cc siu th, quy bn l chim t l cao nht - Cc yu t chi phi nh hng n hnh vi tiu dng th yu t v cht lng sn phm tc ng mnh n tiu dng ca ngi chi th thao. - Trong cc nhn hiu nc gii kht khc th Tr xanh 00 s l i th cnh tranh mnh nht i vi Revive.

THIT K NGHIN CU

Phng php nghin cu

Phng vn c nhn trc tip. Bn cu hi.

Xy dng thang o v bn cu hi

Bn cu hi chnh thc. M t thang o v cch thc m ha cc bin trong bn cu hi.

Bn K NGHIN CU THITcu hi chnh thc

PHIU IU TRA Xin cho! Chng ti l nhm sinh vin trng i hc kinh t Nng v hin ang tin hnh nghin cu v Hnh vi s dng ca ngi chi th thao i vi nc ung Revive ca Pepsico. Nhng thng tin m cc bn cung cp ch nhm mc ch cho cuc iu tra v hon ton c bo mt. Ngi nh hng: l ngi m quan im hoc li khuyn ca h c tc ng ln n quyt nh mua cui cng. Ngi quyt nh. Ngi mua 6: Mc dng CuNgi s s dng nc Revive ca anh(ch) l? <4 chai /thng 4-12 chai/thng 13-24 chai/ thng Cu 7: V sao anh(ch) quyt nh mua/s dng nc Revive? Hon ton Cu 1: Anh ch c bit n sn phm nc Revive ca Pepsico hay khng? C Khng Nu c th chuyn sang cu 2, nu khng th chuyn sang cu 8 Cu 2: Khi nhc n Revive, anh(ch) ngh n c tnh no sau y? ( ch chn mt p n) Tinh khit Tng lc B khong Thanh nhit Cu 3: Anh (ch) bit n Revive thng qua ngun thng tin no? (c th chn nhiu p n) Tivi Knh VTV3 Knh VTV1 Khc: Bo Th thao Tui tr Khc:. Siu th, quy bn l Cc ca hng gii kht (Qun c ph, Qun n, My bn t ng,) Cu 4: Anh (ch) nh gi nh th no v nc Revive? Tiu ch Mi v Mu sc Dung tch Kiu dng Gi Cu 5: Trong quyt nh mua nc Revive, vai tr ca anh (ch) l? Ngi khi xng: l ngi u tin ngh hoc c ngh v vic mua mt sn phm hay dch v c th no Rt khng hi lng Khng hi lng Bnh thng Hi lng Rt hi lng Tiu ch khng ng Cht lng sn phm tt c qung co rm r Khng ng >24chai/ thng

Khng ng cng khng phn i ng

Ho
n to n n g

Gi c l hp l
L sn phm ca thng hiu ni ting c nhiu ngi s dng ( Phn cu hi di y ch dnh cho nhng ngi cha bit n nc Revive) Cu 8: Anh(ch ) thng s dng nhng nhn hiu nc gii kht no? Tr xanh Dr.Thanh Tr xanh C2 Tr Real leaf Tr xanh 00 Khc:. Nc sui Aquafina Dasani Thch Bch Lavie Khc:. Loi khc:.. Cu 9: Khi anh(ch) bit n sn phm Isotonic 7Up Revive v cng dng ca dng nc Isotonic, anh(ch) c s dng khng? (Isonic l dng nc cung cp v cn bng cc loi mui v cht khong cn thit cho c th, c bit dnh cho nhng ngi chi th thao thng b mt nhiu vi lng ny trong qu trnh tit m hi.) Chc chn C th Khng Xin chn thnh cm n s gip ca anh(ch) THNG TIN C NHN H tn: Tui: Khu vc chi th thao:..

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 1: Anh ch c bit n sn phm nc Revive ca Pepsico hay khng? C Khng Nu c th chuyn sang cu 2, nu khng th chuyn sang cu 8 Thang o nh danh

M ha bin

Cu 2: Khi nhc n Revive, anh(ch) ngh n c tnh no sau y? ( ch chn mt p n) Tinh khit Tng lc B khong Thanh nhit

Thang o nh danh

M ha bin

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 3: Anh (ch) bit n Revive thng qua ngun thng tin no? (c th chn nhiu p n) Tivi Knh VTV3 Knh VTV1 Khc: Bo Th thao Tui tr Khc:. Siu th, quy bn l Cc ca hng gii kht (Qun c ph, Qun n, My bn t ng,)

Thang o t l

M ha bin

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 4: Anh (ch) nh gi nh th no v nc Revive?

Rt Tiu ch Mi v Mu sc Dung tch Kiu dng Gi khng Khng hi lng Bnh thng Hi lng Rt hi lng

Thang o t l

hi lng

M ha bin

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 5: Trong quyt nh mua nc Revive, vai tr ca anh (ch) l? Ngi khi xng: l ngi u tin ngh hoc c ngh v vic mua mt sn phm hay dch v c th no Ngi nh hng: l ngi m quan im hoc li khuyn ca h c tc ng ln n quyt nh mua cui cng. Ngi quyt nh. Ngi mua Ngi s dng

Thang o t l

M ha bin

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 6: Mc s dng nc Revive ca anh(ch) l? <4 chai /thng 4-12 chai/thng 13-24 chai/ thng >24chai/ thng Thang o t l M ha bin

Cu 7: V sao anh(ch) quyt nh mua/s dng nc Revive?

Hon Tiu ch ton khng ng Cht lng sn phm tt c qung co rm r Gi c l hp l L sn phm ca thng hiu ni ting c nhiu ngi s dng Khng ng Khng ng cng khng phn i ng Ho n ton ng

Thang o t l

M ha bin

M T THANG O CU THIT K NGHINV CCH THC M HA CC BIN

Cu 8: Anh(ch ) thng s dng nhng nhn hiu nc gii kht no? Tr xanh Dr.Thanh Tr xanh C2 Tr Real leaf Tr xanh 00 Khc:. Nc sui Aquafina Dasani Thch Bch Lavie Khc:. Loi khc: Cu 9: Khi anh(ch) bit n sn phm Isotonic 7Up Revive v cng dng ca dng nc Isotonic, anh(ch) c s dng khng?
(Isonic l dng nc cung cp v cn bng cc loi mui v cht khong cn thit cho c th, c bit dnh cho nhng ngi chi th thao thng b mt nhiu vi lng ny trong qu trnh tit m hi.)

Thang o t l

M ha bin

Thang o t l

Chc chn

C th Khng

M ha bin

THIT K NGHIN CU

STT
(cu)

Hng

Tn Bin

Din gii

q1

Bit n sn phm Revive Hiu v sn phm Revive

0 1 0 1

= = = =

Khng C Tinh khit, tng lc, thanh nhit B khong

q2

STT

(cu)

THIT K NGHIN CU
Hng nguontt 3 q31 Tivi

Tn Bin

Din gii

M Bin gp ca cc bin: q31, q32, q33, q34 0 1 1 = = = = = = = = = = = = = = Khng C Knh VTV3 Knh VTV1 Knh khc Khng C Th thao Tui tr Bo khc Khng C Khng C

KH bit n Revive qua ngun thng tin no

q31c1

Knh no trn Tivi

2 3

0 5 q32 Bo 1 1 6 q32c1 Bo no 2 3 7 q33 Siu th, quy bn l 0 1 8 q34 Cc ca hng gii kht 0 1

STT (cu)

THIT K NGHIN CU
nh gi ca khch hng v sn phm Revive
1 2 9 q4c1 Mi v 3 4 5 1 2 10 q4c2 Mu sc 3 4 5 1 4 2 11 q4c3 Dung tch 3 4 5 1 2 12 q4c4 Kiu dng 3 4 5 1 2 = = = = = = = = = = = = = = = = = = = = = =

Hng

Tn Bin

Din gii

Rt khng hi lng Khng hi lng Bnh thng Hi lng Rt hi lng Rt khng hi lng Khng hi lng Bnh thng Hi lng Rt hi lng Rt khng hi lng Khng hi lng Bnh thng Hi lng Rt hi lng Rt khng hi lng Khng hi lng Bnh thng Hi lng Rt hi lng Rt khng hi lng Khng hi lng

13

q4c5

Gi

Bnh thng

THIT K NGHIN CU
STT Hng (cu) 1 Vai tr trong quyt nh 2 = = Ngi khi xng Ngi nh hng

Tn Bin

Din gii

14

q5
mua

3
4 5 1

=
= = =

Ngi quyt nh
Ngi mua Ngi s dng < 4 chai/thng

Mc s dng nc
6 15 q6 Revive

2
3 4

=
= =

4 - 12 chai/thng
13 - 24 chai/thng >24 chai/thng

Hng Tn Bin Din gii THIT K NGHIN CU (cu) Yu t nh hng n hnh vi mua Revive ca khch hng 1 2 16 q7c1 Cht lng sn phm tt 3 4 5 1 7 17 q7c2 c qung co rm r 2 3 4 5 = = = = = = = = = =

STT

Hon ton khng ng Khng ng Khng ng cng khng phn i ng Hon ton ng Hon ton khng ng Khng ng Khng ng cng khng phn i ng Hon ton ng

1
2 18 q7c3 Gi c l hp l 3 4

=
= = =

Hon ton khng ng

Khng ng Khng ng cng khng phn i ng

Hon ton ng

STT THIT K NGHIN CU Hng Tn Bin Din gii (cu) Yu t nh hng n hnh vi mua Revive ca khch hng

Hon ton khng 1 = ng

2
19 q7c4 L sn phm ca thng hiu ni ting 3 4 7 5 1 2

=
= = = = = = = =

Khng ng
Khng ng cng khng phn i ng Hon ton ng Hon ton khng ng Khng ng Khng ng cng

20

q7c5

c nhiu ngi s dng

3 4 5

khng phn i ng Hon ton ng

STT THIT K NGHIN CU Hng Tn Bin Din gii (cu) Dnh cho nhng ngi khng bit v sn phm Revive nuocsd 21 q8c1

Loi nc thng s dng Bin gp ca cc bin: q8c1, q8c2, q8c3 Tr xanh 0 1 1 2 Nhn hiu tr xanh no = = = = = = = = = = = = = = = = Khng C Dr. Thanh Tr xanh C2 Tr Real leaf Tr xanh 0 Khc Khng C Aquafina Dasani Thch Bch Lavie Khc Khng C

22

q8c11

3 4 5

23

q8c2

Nc sui

0 1 1 2

24

q8c21

Nhn hiu nc sui no

3 4 5

25

q8c3

Loi nc khc

0 1

THIT K NGHIN CU

STT Hng

Tn

(cu)

Bin

Din gii

Dnh cho nhng ngi khng bit v sn phm Revive

Kh nng s dng sau khi

9 26 q9 hiu bit v Revive

1 2 3

= = =

Chc chn C th Khng

KT QU PHN TCH
CU 1: Mc nhn bit v nc Revive

Valid
Frequency Percent Percent Valid Khng 116 C 38.7 38.7

Cumulative
Percent 38.7

184
300

61.3
100.0

61.3
100.0

100.0

Total

CUKT QU PHNv cng dng 2: Mc nhn bit TCH sn phm

Cumulative
Frequency Valid tinh khiet, tang luc, thanh 33 nhiet bu khoang Total Missing System 151 184 116 50.3 61.3 38.7 82.1 100.0 100.0 11.0 17.9 17.9 Percent Valid Percent Percent

Total

300

100.0

CUKT QU PHN TCH tiu 3:Ngun thng tin gip ngi dng bit n Revive.

Responses Na ban biet tivi den Revive thong qua nguon naoa sieu thi, quay ban le cac cua hang 91 30.3% 83 27.7% bao 86 40

Percent

of

Percent Cases 28.7% 13.3% 46.7% 21.7% 45.1%

giai khat

49.5%

Total

300

100.0% 163.0%

CUKT QU PHN TCH tiu 3:Ngun thng tin gip ngi dng bit n Revive.

Freque ncy

Valid

Cumulative

Percent Percent Percent

Valid vtv3
vtv1 khac Total Missi System

68
7 11 86 214

22.7
2.3 3.7 28.7 71.3 100.0

79.1
8.1 12.8 100.0

79.1
87.2 100.0

ng Total 300

CUKT QU PHN TCH tiu 3:Ngun thng tin gip ngi dng bit n Revive.

Frequen cy

Valid Percent Percent

Cumulative Percent

Valid the thao 17

tuoi tre 11 khac Total Missi System 260 ng Total 300 12 40

5.7
3.7 4.0 13.3 86.7 100.0

42.5
27.5 30.0 100.0

42.5
70.0 100.0

CU KT QU PHN c im ca 4: nh gi v mt s TCH Revive.

MI V
Cumulati Freque Percent ncy Valid rat khong hai long 5 khong hai long binh thuong hai long rat hai long Total Missi System 16 73 75 15 184 1.7 5.3 24.3 25.0 5.0 61.3 Percent Valid ve

Percent
2.7 8.7 39.7 40.8 8.2 100.0 2.7 11.4 51.1 91.8 100.0

116
ng Total 300

38.7
100.0

CU KT QU PHN c im ca 4: nh gi v mt s TCH Revive.

MU SC

Valid

Cumulative

Frequency Percent Percent Percent Valid rat khong hai 4 long khong hai long 13 4.3 7.1 9.2 1.3 2.2 2.2

binh thuong
hai long rat hai long Total Missing System

78
76 13 184 116

26.0
25.3 4.3 61.3 38.7

42.4
41.3 7.1 100.0

51.6
92.9 100.0

CU KT QU PHN c im ca 4: nh gi v mt s TCH Revive.

DUNG TCH
Valid Frequency Valid rat khong Percent Percent Cumulative Percent

hai long khong long hai

.3

.5

.5

2.3 30.3 23.0 5.3 61.3 38.7 100.0

3.8 49.5 37.5 8.7 100.0

4.3 53.8 91.3 100.0

binh thuong 91 hai long 69

rat hai long 16 Total Missing System Total 184 116 300

CU KT QU PHN c im ca 4: nh gi v mt s TCH Revive.

KIU DNG

Frequen cy Valid rat khong 1 Percent .3

Valid Percent .5

Cumulative Percent .5

hai long khong long hai 10 3.3 26.0 27.3 4.3 61.3 38.7 100.0 5.4 42.4 44.6 7.1 100.0 6.0 48.4 92.9 100.0

binh thuong 78 hai long 82

rat hai long 13 Total Missing System Total 184 116 300

CU KT QU PHN c im ca 4: nh gi v mt s TCH Revive.

GI
Freque ncy Valid rat khong 6 hai 22 7.3 32.7 16.3 3.0 61.3 38.7 100.0 12.0 53.3 26.6 4.9 100.0 15.2 68.5 95.1 100.0 2.0 3.3 3.3 Valid Cumulative

Percent Percent Percent

hai long khong long

binh thuong 98 hai long 49

rat hai long 9 Total Missing System Total 184 116 300

CU 5: Vai tr trong quyt nh mua KT QU PHN TCH

Valid Frequency Percent Percent Valid nguoi xuong nguoi huong nguoi quyet dinh nguoi mua nguoi dung Total Missing System Total su anh khoi 22 7.3 12.0

Cumulative Percent 12.0

32

10.7

17.4

29.3

60 30 40 184 116 300

20.0 10.0 13.3 61.3 38.7 100.0

32.6 16.3 21.7 100.0

62.0 78.3 100.0

CU 6: Mc s TCH KT QU PHNdng

Valid

Cumulative

Frequency Percent Percent Percent Valid < 4 chai/thang 97 32.3 24.3 52.7 39.7 52.7 92.4

12
73

chai/thang 13 - 24 chai/ thang tren chai/thang Total Missing Total System 24

12

4.0

6.5

98.9

2 184 116 300

.7 61.3 38.7 100.0

1.1 100.0

100.0

CU QU quyt nh mua KT7: L doPHN TCH

CHT LNG SN PHM TT
Cumulat Percen Valid Frequency t Valid hoan toan khong dong y khong dong y khong dong y 17.0 27.7 37.0 3 14 1.0 4.7 1.6 7.6 1.6 9.2 ive

Percent Percent

cung khong phan 51 doi dong y 107

35.7 3.0 61.3 38.7 100.0

58.2 4.9 100.0

95.1 100.0

hoan toan dong y 9 Total Missing System Total 184 116 300

CU QU quyt nh mua KT7: L doPHN TCH

QUNG CO RM R
Valid Frequency Valid Cumulative

Percent Percent Percent

hoan

toan 3 37 1.0 12.3 1.6 20.1 1.6 21.7

khong dong y khong dong y khong dong y

cung
phan doi dong y

khong 90

30.0

48.9

70.7

47

15.7

25.5

96.2

hoan toan dong y Total

Missing Total

7
184 116 300

2.3
61.3 38.7 100.0

3.8
100.0

100.0

System

CU QU quyt nh mua KT7: L doPHN TCH

GI C HP L
Valid Cumulativ

Frequency Percent Percent e Percent Valid hoan toan

khong dong y khong dong y khong dong y cung phan doi dong y hoan toan dong y Total Missing System Total

5
19

1.7
6.3

2.7
10.3

2.7
13.0

khong 73

24.3

39.7

52.7

77 10 184 116 300

25.7 3.3 61.3 38.7 100.0

41.8 5.4 100.0

94.6 100.0

CU QU quyt nh mua KT7: L doPHN TCH

L SP CA THNG HIU NI TING
Valid Cumulati

Frequency Percent Percent ve Percent Valid hoan toan khong dong y khong dong y khong dong y

2
16

.7
5.3

1.1
8.7

1.1
9.8

cung khong phan 65

doi dong y 84

21.7

35.3

45.1

28.0 5.7 61.3 38.7 100.0

45.7 9.2 100.0

90.8 100.0

hoan toan dong y 17 Total Missing Total System 184 116 300

CU QU quyt nh mua KT7: L doPHN TCH

C NHIU NGI S DNG
Valid Cumulati

Frequency Percent Percent ve Percent Valid hoan toan khong dong y khong dong y khong dong y 4 24 1.3 8.0 2.2 13.1 2.2 15.3

cung khong phan 70

doi dong y 71

23.3

38.3

53.6

23.7 4.7 61.0 39.0 100.0

38.8 7.7 100.0

92.3 100.0

hoan toan dong y 14 Total Missing System Total 183 117 300

CU 8: Cc sn phm thay th ca Revive KT QU PHN TCH

Responses N loai nuoc ban thuong su tra xanh dunga nuoc suoi loai khac Total 96 64 7 167 Percent 57.5% 38.3% 4.2% 100.0%

Percent of Cases 85.0% 56.6% 6.2% 147.8%

CU 8: Cc sn phm thay th ca Revive KT QU PHN TCH

TR XANH

Cumulati

Frequenc
y Valid Dr. Thanh 19

Valid
Percent Percent 6.3 9.3 1.7 13.7 1.0 32.0 68.0 100.0 19.8 29.2 5.2 42.7 3.1 100.0

ve
Percent 19.8 49.0 54.2 96.9 100.0

tra xanh C2 28
tra xanh Real leaf 5

tra xanh 0 do 41
khac Total Missing System Total 3 96 204 300

CU 8: Cc sn phm thay th ca Revive KT QU PHN TCH

NC SUI

Valid Frequency Percent Percent Valid aquafin 28 a dasani thach bich lavie khac Total 20 12 2 64 6.7 4.0 .7 21.3 31.2 18.8 3.1 100.0 2 .7 3.1 9.3 43.8

Cumulativ e Percent 43.8 46.9 78.1 96.9 100.0

Missing System 236

78.7

CU9: Kh nng s dng nc Revive KT QU PHN TCH

Cumulati Freque ncy Percent 6.0 26.7 6.0 38.7 61.3 100.0 Valid Percent 15.5 69.0 15.5 100.0 ve Percent 15.5 84.5 100.0

Valid

chac
18 chan co the 80 khong 18 Total 116

Missing Syste 184 m Total 300