BO CO KT QU NGHIN CU NH LNG

M T C IM NHU CU MUA BNH TRUNG THU CA NGI TIU DNG TI QUN 10 RA CHIN LC MARKETING THCH HP CHO CA HNG BNH TRUNG THU KINH TI QUN 10
Tn : Cao Nguyn Minh Hin Thi gian nghin cu: 20/10/2012 30/11/2012

NI DUNG BO CO
1.
2. 3.

4.
5. 6.

Tm tt nghin cu. Trnh by mc tiu nghin cu. Cc ni dung nghin cu. Phng php nghin cu. Cc kt qu tm thy. Ph lc: Bn cu hi mu v cc d liu x l.

1.Tm tt nghin cu
Mc ch mua bnh trung thu ch yu ca ngi tiu dng Qun 10 l mua biu,tng; yu t nh hng n vic la chn mua bnh trung thu l do hng v bnh; nhn hiu bnh trung thu Kinh c a thch nht; a s ngi tiu dng mua bnh trung thu trc 1 thng. Ngi tiu dng ti Qun 10 a thch bnh nng, v hng v bnh nng c a thch nht l g quay Jambon, tip theo l u xanh v thp cm lp xng; ngi tiu dng cho rng bnh cht lng thng c hn s dng khong 1 thng, v gi bnh 2 trng trung bnh t 72000VN n 85000VN v bnh 1 trng l 46000VN. Ngi tiu dung thng mua 1 hp gm 4 bnh, vi cht liu l hp giy ba cng ti cc a l phn phi sn phm l ch yu. Yu t nh hng n quyt nh mua bnh ca ngi tiu dng nhiu nht chnh l thi phc v ca nhn vin. Ngi tiu dng ch yu bit n nhn hiu bnh trung thu Kinh thng qua qung co Tivi. Khch hng cho rng nhn hiu bnh Kinh l mt nhn hiu bnh dn vi gi chp nhn c. Vic la chn hng v bnh Nng gia Nam v N kh ging nhau, nhng khi la chn hng v cho bnh Do li c s khc bit. iu ny cng tng t khi xt v mc ch mua bnh tc ng n hng v bnh. Gia Nam v N yu t kch thch mua bnh nhiu nht l sn phm tinh t, c o v hng v mi l.

2.Mc tiu nghin cu

Thu thp thng tin t cc nhm khch hng trong khu vc Qun 10, ti thnh ph H Ch Minh phc v cho vic hoch nh chin lc tip th thch hp cho ca hng bnh trung thu Kinh ti Qun 10 nhm ti a ha li nhun.

3.Cc ni dung chnh

c im ngi tiu dng: mc ch mua sn phm, thi im

mua sn phm. Gi c thch hp ca tng loi sn phm bnh trung thu i vi khch hng. Cc nhu cu v bao b, khi lng, s lng bnh. Cc nhu cu v c tnh sn phm: hn s dng, hng v. Nhu cu v mc u tin ca cc dch v km theo. Cm nhn v yu cu ca khch hng v cc i l, a im bn bnh trung thu. Phn ng ca khch hng v cc chng trnh khuyn mi , qung co. V tr thng hiu bnh trung thu Kinh trn th trng.

4.Phng php nghin cu

4.1 i tng thu thp: i tng ang sng ti Qun 10 tng mua bnh trung thu. 4.2 Phng php chn mu: Ngu nhin n gin. Tip xc vi cc i tng mc tiu ti cc a im bn bnh trung thu gn lc v xin php phng vn. Sau gi gi in xc nhn v tin hnh phng vn. 4.3 Kch thc mu: 100 i tng. 4.4 Phng php thu thp thng tin: Phng vn trc tip hoc qua in thoi,mail. 4.5 Thi gian tin hng thu thp thng tin: 20/10/2012 n 30/10/2012. 4.6 Cng c x l, phn tch thng tin: SPSS, Excel.

5. Kt qu tm thy
5.1 c im mi trng kinh doanh: Khu vc Qun 10 Dn s: 48557 h gia nh. (1/04/2009,www.quan10.hochiminh.gov.vn) Ngnh thng mi- dch v c tc tng bnh qun 20%/nm; tc tng bnh qun kim ngch xut khu 12%/nm; tng kim ngch nhp khu tng 10%/nm.

5.2 c im ca mu nghin cu
Thu nhp
<1trieu 5-10 trieu >20 trieu 4% 2% 28% 62% 1-5 trieu 10-20 trieu 4%

Mu quan st bao gm nhng i tng c thu nhp ch yu t 5-10 triu vi t l l 62% ; ch chim t l 2% l cc i tng c thu nhp trn 20 triu. Trong c 34% l gii tnh nam, 66% l gii tnh n.

5.2 c im ca mu nghin cu
tui
6 n 18 19-34 6% 2%
28%

Tnh trng hn nhn 50-64

Doc than Da lap gia dinh GIA DINH va co con

35-49

24%
56%

68%

16%

Cc i tng tp trung 4 tui:6-18 tui chim 24%, 19-34 chim 68% , 35-49 chim 2%, 50-64 chim 6%. Tnh trng hn nhn ca mu nghin cu: c thn chim 28%, lp gia nh cha c con chim 16%, lp gia nh v c con chim 56% .

5.2 c im ca mu nghin cu
Ngh nghip
Giao duc Xay dung Nhan vien van phong Y te noi tro Ky Thuat 4% 2% 24% 36% 18% Kinh doanh Cong nhan vien chuc

4%

4%

8%

Mu quan st bao gm i tng thuc cc ngnh ngh: gio dc, xy dng, nhn vin vn phng, y-t, ni tr, k thut, kinh doanh, cng nhn vin chc. Trong i tng kinh doanh l nhiu nht chim 36%, i tng thuc lnh vc gio dc l t nht chim 2%.

5.3 Cc kt qu tm thy
Mc ch mua bnh trung thu
Bieu,tang mua tieu dung 6% Mua cho cong ty

28% 66%

Xt v mc ch mua bnh trung thu: t l mua biu tng cao nht chim 66%, tip theo l mua tiu dng: 28%, v cui cng l mua cho cng ty chim 6%.

 Yu t nh hng nhiu nht n vic mua bnh trung thu ca ngi tiu dng l hng v bnh vi t l l 40%, tip theo l gi bnh v sn phm bt mt vi t l gn bng 25%. Cc yu t khuyn mi, qung co, a im mua hng thun tin, dch v kem theo mc d c nh hng nhng vi t l khng ng k nh hn 5% .

Nhn hiu a thch nht

80

70

60

50 Axis Title

40

30

20

10

0 Kinh Do Nhan hieu ua thich nhat % 68

Dong Duc Phat Brodard Khanh 2 4 16

Givral 6

Bread Talk 0

white Palace 0

Sheraton 0

New world 2

Tour Les Nhu lan Savoure Jour 0 2 0

Ti Qun 10, khi yu cu chon 3 nhn hiu a thch nht trong danh sch cc nhn hiu, th dn u l Kinh vi t l l 68%, tip theo l Brodard 16%, v Girval 6%. Cc nhn hiu ng Khnh, c Pht, Newworld, Nh Lan vn nm trong danh sch cc nhn hiu a thch nht nhng vi t l cha cao nh hn 5%.

Thi im mua bnh trung thu

Truoc 2 thang Truoc 1 thang

truoc 3 tuan
truoc 1 tuan

truoc 2 tuan
Truoc 2-3 ngay

Tai thoi diem trung thu Sau trung thu 4% 4%2% 8% 30%

16% 18%

18%

Ti qun 10, ngi tiu dng thng mua bnh trung thu trc trung thu 1 thng vi t l l 30%, tip theo l trc trung thu 3 n 2 tun chim t l ngang nhau l 18%. Mua bnh trung thu sau trung thu, ngay trung thu, hoc trc trung thu 2-3 ngy chim t l nh vi t l ln lt l 2%, 4%, v 8% .

Loi bnh a thch

banh nuong banh deo

18%

82%

Trong 2 loi bnh: bnh nng v bnh do; t l ngi tiu dng thch bnh nc chim a s 82%,trong khi bnh do ch chim 18%.

Mc gi trung bnh
90000 80000 70000 60000 50000 40000 30000 20000 10000 0 85000 72380

46111

Mean

Gia banh 1 trung

Gia banh 2 trung

Gia banh 2 trung( dac biet)

Khi c hi v cc phn loi bnh a thch v mc gi ph hp cho loi bnh , ngi tiu dng ti qun 10 cho rng mc gi trung bnh ca bnh 2 trng c bit l 85000VN, bnh 2 trng : 72380VN, v bnh 1 trng l 46111 VN.

Hn s dng cho bnh trung thu cht lng

2 thang 1 thang 6% 14% 30% 2 tuan 1 tuan

50%

Khi c hi v s nh gi cht lng bnh ph thuc vo hn s dng, th 50% ngi tiu dng cho rng bnh c hn s dng khong 1 thng l cht lng nht, tip theo l 2 tun vi 30%. iu c bit y l bnh c hn s dng 1 tun c nh gi l cht lng ch chim 6%, trong khi hn s dng 2 thng li chim n 14%.

Mc hi lng cc hng v bnh Nng

3 2.5 Axis Title 2 1.5 1 0.5

0
Vi ca Ga quay Jambon jambon jambon bat buu Mean 2.12 2.82 2

Thap cam lap suong 2.28

Dau xanh 2.44

Hat sen tra xanh 1.68

Dau xanh la dua 1.57

Khi hi v mc nh gi cc hng v bnh nng t 0 -5 (0- cha dng, 1khng hi lng,5- hon ton hi lng), hng v g quay Jambon c nh gi cao nht so vi cc hng v cn li 2.82; tip theo l u xanh 2,44; thp cm lp xng 2,28; vi c Jambon 2,12. y l cc mc mc hi lng. Cc hng v cn li Jambon bt bu : 2; Ht sen tr xanh: 1,68; u xanh l da: 1,57 c nh gi mc khng em li s hi lng cho khch hng.

Mc hi lng cc hng v bnh do

2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Thap Hat cam sen tra jambon xanh Mean 1.18 1.84

Axis Title

Hat sen
1.66

Dau xanh hat nhan 1.82

Bi do hat dua
0.52

Tra xanh hawai 0.74

Sua dua
1.36

Khoai mon
1.33

Tng t khi xt n cc hng v bnh do, ta thy ton b cc hng v bnh u xp mc khng hi lng hoc cha tng dng qua. Mc nh gi cao nht y l ht sen tr xanh 1,84; tip theo l u xanh ht nhn 1,82; ht sen 1,66; cc hng v bnh cn li thp cm Jambon, sa da, khoai mn, b ht da, tr xanh hawai ch mc nh hn 1,5.

S lng bnh thng mua

hop 12 banh

hop 6 banh hop 4 banh

hop 2 banh 0 Col Response % 20 hop 2 banh 10 40 hop 4 banh 90 60 hop 6 banh 6 80 100

hop 12 banh 2

Khi xt n s lng bnh thng mua, th ngi tiu dng ti qun 10 c xu hng mua 1 hp 4 bnh vi t l l 90%, bn cnh hp 2 bnh chim t ln khong 10% . Vic mua hp 6 bnh hoc 12 bnh vn c nhng chim t l khng ng k.

Loi hp bnh c a thch nht

70.00% 60.00% Axis Title

50.00%
40.00% 30.00% 20.00% 10.00%

0.00%
thich nhat

Hop giay binh thuong 6.00%

Hop giay bia cung 58.00%

Hop go co tram tro 30.00%

Hop kim loai

6.00%

Xt v bao b th hp giy ba cng c a chung nht vi t l 58%, tip theo l hp g c chm tr 30%. T l % thch hp giy bnh thng v hp kim loi kh thp v chim t l ngang nhau l 6%.

Mc mong mun bnh c du hiu ring bit

KHong co hay khong ucng duoc 6% rat muon

50% 44%

T l ngi tiu dng ti Qun 10 mong mun s hu bnh c du hiu ring bit kh thp vi 6%, 44% ngi tiu dng khng quan tm n vic s hu, v cao nht 50% ngi tiu dng khng mun s hu bnh c du hiu ring bit.

a im mua thng xuyn nht

60 50 Axis Title 40 30 20 10 0 Tu nhung nguoi ban dao 14 Tai dai ly phan phoi

Sieu thi
thuong xuyen nhat

Cua hang ban le

Mua tai website

16

54

12

V kho st cc a im thng mua bnh trung thu ca ngi tiu dng, d thy nht l h thng mua ti cc i l phn phi vi t l l 54%; tip theo l ti ca hng bnh l, ngi bn do, website vi t l ln lt l: 16%, 14%, 12%; V thp nht l ti siu th vi t l l 4%.

Hnh thc thanh ton a thch

tien mat the tin dung tra tien+ giao tan nha

20%
2%

78%

Hnh thc thanh ton a thch nht ca khch hng l tin mt chim t l l 78%, tip theo l dch v giao hng v tr tin ti nh chim 20%; hnh thc tr tin qua th tn dng khng c a chung lm ch vi 2%.

Yu t nh hng quyt nh mua bnh ti ca hng

1% 1% Dia diem cua hang Cach trang tri + trung bay Thai do phuc vu

98%

Ti mt a im mua hng, yu t nh hng nhiu nht n quyt nh mua ca ngi tiu dng nhiu nht l thi phc v vi t l 98%. Cc yu t cn li : cch trang tr v trng by, a im ca hng chim t l khng ng k.

Cng c nhn bit thng hiu

Gan nha to roi bao chi quang cao tivi 0 20 radio 6 40 bao chi WEBSite 58 34 60 to roi 2 80 ban be 8 100 Gan nha 2

quang cao tivi Series1 92

Xt v cng c nhn bit thng hiu, th 92% ngi tiu dng bit n nhn hiu bnh Kinh thng qua qung co trn ti-vi, tip theo l qua bo ch 52%, thng qua website 34%. Mc d vn c s bit n thng hiu bnh Kinh thng qua bn b, radio, t ri, gn nh nhng chim t l khng ng k di 10% .

S nh gi nhn hiu Kinh

2.205 2.2 2.195 Axis Title 2.19 2.185

2.18
2.175 2.17 Mean Do ton vinh 2.2 Muc gia 2.18

V s nh gi mc cho nhn hiu Kinh theo 3 mc t 1 n 3; u tin l mc tn vinh ca nhn hng, a s khch hng cho rng Kinh l mt nhn hiu trn bnh dn vi ch s l 2,2; ng thi Kinh cung cp mc gi kh hp l(trung bnh) vi ch s l 2,18.

Yu t kch thch tiu dng

khuyen mai huong vi moi la 10% san pham tinh te, doc dao Dich vu kem theo doc dao

18%

34%

38%

Khi kho st v yu t kch thch tiu dng; yu t kch thch nht l sn phm tinh t, c o vi t l l 38%, ni tip vi t l 34% l hng v mi l; cc yu t khuyn mi v dch v km theo mc d c nh hng nhng vi t l khng cao ln lt l 10% v 18%.

So snh gii tnh v mc hi lng hng v bnh Nng

Vi ca jambon 4 3 2 1 0

Dau xanh la dua Hat sen tra xanh Dau xanh

Ga quay jambon Jambon bat buu Thap cam lap suong

Gioi tinh Nam Gioi tinh Nu

So snh gii tnh v mc hi lng hng v bnh do

Thap cam 2 1.5 Hat sen tra 1 0.5 Hat sen 0 Dau xanh Bi do hat

Ta thy bnh nng khng c s khc bit r rt khi chn hng v bnh gia Nam v N( tr trng hp hng v thp cm lp xng. Trong khi vic la chn hng v bnh do c s khc bit kh r rng gia Nam v N .

Khoai mon Sua dua Tra xanh

Nam Nu

So snh mc ch mua bnh v mc hi lng hng v bnh nng

Vi ca jambon 4 Dau xanh la 3 Ga quay 2 1 0 Hat sen tra Jambon bat Dau xanh Thap cam

Bieu,tang
mua tieu dung Mua cho cong ty

So snh mc ch mua bnh v mc hi lng hng v bnh do

Thap cam 3 Khoai mon 2 Hat sen tra xanh 1 Sua dua Hat sen 0 Tra xanh hawai Dau xanh hat

Tng t khi so snh mc ch mua bnh, ta thy c s tng t nhau trong vic la chn hng v bnh trong cc hng v bnh Nng, Trong khi so vi s la chn hng v bnh do cc mc ch mua, ta thy mc d c s tng ng nhiu hn so vi so snh gii tnh.

Bieu,tang mua tieu dung Mua cho cong ty

Bi do hat dua

So snh gia yu t kch thch mua bnh v gii tnh

120.00% 100.00% 80.00% Axis Title 60.00% 40.00% 20.00% 0.00% % within Gioi tinh Nam Gioi tinh Dich vu kem theo doc dao 0.00% 58.80% 23.50% 0.00% 20.00% 8.00% 15.20% 21.20% 45.50% 10.00% 14.00% 30.00% % of Total % within Gioi tinh Nu Total 10.00% 34.00% 38.00% % of Total % of Total

huong vi moi la
san pham tinh te, doc dao khuyen mai

17.60%

6.00%

18.20%

12.00%

18.00%

Yu t dch v km theo ca khng tc dng n Nam trong vic mua bnh, trong khi yu t ny nh hng n N n 15,2%. Trong khi yu t hng v mi l nh hng nhiu nht trong gii tnh Nam vi t l 58,8% th i vi gii tnh N yu t ny ch chim 21,2%. Tng t sn phm tinh t, c o nh hng ln nht trong gii tnh N vi t l 45,5% th khi xt trong gii tnh Nam yu t ny ch chim 23,5%. Yu t khuyn mi tc ng n Nam v N gn nh tng ng nhau vi Nam 17,6%, n 18,2% ( Cc gi thuyt trn ng vi ngha l 12,5%).