I.

t vn

Qu trnh cng nghip ha - hin i ha lm con ngi tr nn hi h, bn rn hn vi cuc sng, v vy h lun tm cch tit kim ti a thi gian sinh hot tng thi gian trong cng vic, mt gii php hu hiu tit kim thi gian l la chn thc n nhanh (Fast food). Ti Vit Nam, fast food c du nhp t nhng nm 1990, nhanh chng tr thnh mn khoi khu ca nhiu nhm khch hng v ang pht trin kh mnh vi nhiu thng hiu ni ting nh KFC, Lotteria, Jollibeevi mc tng trng 26-30% mi nm. Kinh doanh thc n nhanh (fast food) ang tr thnh ngnh c tc tng trng cao v n nh trong cc nghnh hng tiu dng thc phm hin nay. Mc d con s cn kh khim tn, ch khong 10% dn s c thi quen s dng fast food, nhng vi tc pht trin nhanh ca nn kinh t v nhu cu tiu dng ang gia tng trong cuc sng hin i, th trng fasstfood Vit Nam thc s ang l mnh t mu m cho cc nh u t. Theo nhn nh, th trng Vit Nam c hu ht cc thng hiu ni ting th gii v cc th ln ang tr thnh trung tm ca cuc chin th trng, cng vi s pht trin ca cc thng hiu fast food th th trng thc phm Vit Nam ngy cng pht trin a dng hn, phong ph hn p ng cho nhu cu ca ngi tiu dng. Bn cnh cng tn ti mt s kh khn trong hnh vi tiu dng fast food ca ngi dn nh hng n hot ng sn xut kinh doanh ca cc ca hng. Chnh v th, hiu r th hiu v thc n nhanh, chng ti thc hin nghin cu Cc yu t nh hng n vic tiu dng thc n nhanh ca ngi dn ti TP.HCM. Bi nghin cu ny da trn m hnh nghin cu ca C Akbay, G Tiryaki v A Gul (2007), m hnh nghin cu ca J Fanning, T Marsh v K Stiegert (2005) v m hnh ca S Ayo, J Bonabanawabbi v D Sserunkuuma (2012). Cc bin c chn lc ph hp vi c im, th hiu ca ngi Vit Nam qua pht huy c nhng yu t tc ng tch cc v hn ch cc yu t tiu cc nhm gip ch cho vic gia tng nhu cu s dng fast food cng nh gp phn vo s pht trin ca th trng thc phm Vit Nam. II. Mc tiu nghin cu: 1. Mc tiu tng qut: Tm hiu v nh gi c nhng nhn t trc tip v gin tip nh hng n vic la chn tiu dng thc n nhanh ca ngi dn trn tp.hcm 2. Mc tiu c th:

III.

IV. V.

Hiu c khi nim, bn cht ca thc n nhanh, mt hng c xem l rt thit yu v ngy cng tr nn quen thuc vi ngi dn tp.hcm - Hiu c mi quan h gia cc nhn t nh hng c xc nh trong m hnh, xem xt cc yu t nh thng nh th no n vic la chn s dng v la chn chi tiu ca ngi dn TP.HCM i vi thc n nhanh. - Nhng gii php v xut ca nhm nghim cu nhm tng mc s dng thc n nhanh ca ngi dn TP.HCM Cu hi nghin cu: - Th trng fast food hin nay ti TP.HCM nh th no? - Cc yu t v c nhn v nhn khu hc nh hng nh th no n vic tiu dng fast food? - Cc yu t v thi ca ngi tiu dng nh hng nh th no n tiu th thc n nhanh? i tng v phm vi nghin cu: Ngi dn sng ti TP.HCM. Tng quan ti liu: 1. nh ngha fast food: nh ngha fast food khc nhau trong nhiu ti liu. Mt s ngi cho rng, fast food l nhng ba n ng gi sn, hay thc n n lin, thc n tin dng (Harrison v Marske,2005; Pereira et al.,2005 trch bi K Dunn, 2008). Food Standards Australia NewZealand (2006) li nh ngha kt hp c thc n nhanh v thc n mang v thnh mt, l thc n c ch bin ti cc nh hng c th nh McDonalds thng qua cc hot ng bun bn pizza lm sn, c chin, rau trn (trch bi K Dunn,2008). Nhn chung, fast food c th hiu n gin l cc mn n c ch bin v

phc v mt cch nhanh chng nht v c tnh thun tin cao nht. Khch hng s t vo chn mn ti quy, tr tin v t phc v, yu t nhanh thng c t ln hng u. Bn cnh tit kim thi gian, fast food cn cung cp nng lng cho mt ba n, v vy fast food tr thnh s la chn cho mi ngi. 2. Cc ti liu nghin cu lin quan: *M hnh nghin cu ca J Fanning et al.(2005): - Mc ch nghin cu nhm nh gi nhng tc ng ca cc yu t nhn khu hc n vic tiu dng thc n nhanh ti M. - M hnh nghin cu ca J Fanning et al.(2005) s dng d liu t cuc iu tra kho st ca b nng nghip Hoa K USDA t nm 1994-1998 v

vic tiu th v chi tiu ca h gia nh v fast food, d liu bao gm 217,939 quan st. Cc nh nghin cu a ra 2 m hnh trong bi nghin cu c lng vic chi tiu v tiu dng ca h gia nh v fast food. M hnh logit c s dng c lng mc tiu th fast food.M hnh hi quy Tobit (Tobin,1958) c s dng c lng mc chi tiu ca h gia nh v fast food. C 2 m hnh u s dng nhm bin kinh t x hi- nhn khu hc (sociodemographic variables) .Nhm bin kinh t x hi-nhn khu hc bao gm tui tc, thu nhp, quy m h gia nh, thi gian lm vic v trnh hc vn. Cc nh nghin cu cng phn tch s tng quan gia cc bin vi nhau, nh hng ca s tng quan ti mc tiu thu v chi tiu ca h gia nh cho fast food. - M hnh hi quy th hin mi quan h gia fast food vi ma trn cc yu t nhn khu hc x hi (sociodemographic) v thu nhp nh sau:

Y = X + e
Trong : e l sai s ngu nhin, l cc h s c lng. Nhm bin nhn khu hc bao gm tui tc, thu nhp, quy m h gia nh, thi gian lm vic v trnh hc vn. - T kt qu ca vic chy m hnh, J Fanning et al.(2005) a ra mt s phn tch v mc v chiu hng tc ng ca cc bin trong nhm bin kinh t x hi- nhn khu hc ln mc tiu thu v chi tiu ca h gia nh cho fast food M. *M hnh nghin cu ca C Akbay et al.(2007): - Mc ch nghin cu l nh gi tc ng ca cc c im ca ngi tiu dng n vic tiu th thc n nhanh Th Nh K. - M hnh nghin cu ca C Akbay et al.(2007) s dng m hnh probit. Ngoi nhn t kinh t x hi- nhn khu hc (socio-demographic), m hnh cn c thm nhm nhn t thi ngi tiu dng (consumersattitude). D liu s dng cho bi nghin cu l d liu s cp, cng c thu thp d liu l bng cu hi, s dng thang o likert (likert scale) trong bng cu hi. - M hnh porbit ca nghin cu: [ Khi : ]

X: l vector ca bin c lp : l h s ca 1 vector, sai s ngu nhin.

*M hnh nghin cu ca S Ayo et al. (2012): - Bi nghin cu ch ra rng s tng trng ca th trng thc n nhanh ti Kampala, th ca Uganda b nh hng bi nhm yu t kinh t-x hinhn khu hc bao gm thu nhp, tui tc, qu trnh th ha, gii tnh, qui m h gia nh, thnh phn h gia nh, trnh hc vn, khong cch t nh hng n ni lm vic v ngh nghip. - D liu c thu thp t 300 ngi tham gia tr li phng vn thng qua cc cuc phng vn mt-i-mt (face- to- face), bng cu hi iu tra. Cc nh nghin cu Jackline Bonabana-Wabbi v Sarah Ayo s dng hai bc c lng ca Heckman (1974, 1979) v a ra 2 m hnh, bc mt thit lp m hnh probit c s dng c lng kh nng tiu th fast food huyn Kampala vi 9 bin thuc nhm yu t kinh t-x hi-nhn khu hc: thu nhp hng thng, tui, quy m h gia nh, trnh gio dc, ngh nghip, khong cch t ni lm vic n nh hng,gii tnh, thi gian xa nh, tnh trng hn nhn. Bc 2 thit lp M hnh hi quy vi phng php bnh phng nh nht (OLS) dng c lng nhng nhn t ca bin c lp nh hng n mc chi tiu cho fast food ca ngi dn. Cc phn tch v s tng quan gia cc bin trong m hnh kt qu v chiu hng tc ng, nh hng ca cc bin c cc nh nghin cu trnh by mt cch c th v cht ch. a ra m hnh probit c lng kh nng tiu th fast food vi nhm bin nhn khu hc x hi (sociodemographic variable):

Trong : Yi = Xc sut tiu th thc n nhanh (1 = thc n nhanh tiu th v 0 = khc) 0 = h s chn X 1= thu nhp hng thng (UGX) X2 = Tui (nm) X3 = Quy m h gia nh (S ca cc thnh vin trong gia nh)

X4 = Trnh hc vn (s nm i hc) X5 = Ngh Nghip (1 = c, 0 = khng) X6 = Khong cch t ni lm vic nh hng (Kilmt) X 7= Gii Tnh (1 = N, 0 = Nam) X8 = Thi gian xa nh (Gi) X9 = Tnh trng hn nhn (1=Kt hn, 0 = khng) e = sai s ngu nhin Kt qu :C 5 trong 9 bin thuc nhm yu t nhn khu hc x hi nh hng ng k n kh nng tiu th fast food l tui , thu nhp , trnh gio dc, qui m h gia nh, thi gian xa nh.
3. Nhn xt, nh gi:

Mc tiu ca c 3 bi nghin cu u c mt im chung l cc nhn t nh hng n vic tiu dng fast food. Tuy nhin vn c s khc bit gia cc mc tiu ph hp vi tnh hnh ni lm nghin cu v ni dung ca bi nghin cu. Hai bi nghin cu ca J Fanning et al. (2005) v ca S Ayo et al. (2012) c hng phn tch tng t nhau u s dng 2 m hnh trong bi nghin cu. Phn tch cc nhn t nh hng n kh nng tiu dng v mc chi tiu ca h gia nh v fast food. C 2 bi nghin cu u quan tm n s tng quan ca cc bin trong m hnh. V u s dng nhm bin kinh t x hi- nhn khu hc trong m hnh.Tuy nhin c s khc bit v vic s dng m hnh v kt qu ca tng bi nghin cu c th. Kt qu nghin cu J Fanning et al. (2005) ch ra cc bin, thu nhp,s lng thnh vin trong gia nh nh hng tch cc n kh nng tiu dng v chi tiu fast food. Cn cc bin tui, trnh gio dc th nh hng tiu cc. Kt qu nghin cu S Ayo et al. (2012) cho thy trong 9 bin gi nh t m hnh th c 5 bin nh hng ng k n kh nng tiu dng fast food. N gm cc bin : thu nhp, trnh gio dc, thi gian xa nh, quy m h gia nh, tui. Trong nhm bin nh hng tch cc n kh nng tiu th fast food l thu nhp, thi gian xa nh ngc li cc bin tui, trnh gio dc, qui m h gia nh nh hng tiu cc. Kt qu ca bc th 2 trong m hnh Hecman (1974, 1979) th ch ra rng trong 5 bin gi nh nh hng n chi tiu cho fasfood th c 4 bin tht s nh hng, gm

cc bin: thu nhp, trnh gio dc,quy m h gia nh, khong cch t ni lm vic n nh hng. Trong ch c bin thu nhp l nh hng tch cc n mc chi tiu cho fast food. T cc phn tch trn, ta c th thy kt qu ca 2 m hnh c s s khc bit. J Fanning et al. (2005), cc nhn t nh hng n kh nng tiu dng v chi tiu fast food l ging nhau, cn trong nghin cu S Ayo et al. (2012) th s lng nhn t nh hng n kh nng tiu dng khc vi s lng nhn t nh hng n chi tiu fast food. V mt s khc bit r rt gia hai bi nghin cu l chiu hng tc ng ca nhn t quy m h gia nh. Trong J Fanning et al. (2005) nhn t ny nh hng tch cc, cn bi nghin cu S Ayo et al. (2012) th nhn t ny nh hng tiu cc. Do hai nghin cu ny thc hin hai quc gia khc nhau, thuc hai chu lc khc nhau cho nn nhu cu ca ngi dn mi quc gia cng khc nhau, thm vo l thi gian tin hnh ca hai nghin cu cng c s chnh lch. Do d , s khc bit ca hai bi nghin cu l c th xy ra. iu quan trng l chng ta nn chn m hnh ca bi nghin cu no c tnh hnh v c im ph hp vi bi nghin cu ca ta. C hai bi nghin cu ch cp n mt nhm nhn t nh hng n kh nng tiu th fast food,liu c mt nhm nhn t no khc cng nh hng n kh nng tiu th fast food? C Akbay et al.(2007) a thm nhm nhn t thi ngi tiu dng vo m hnh. Kt qu l mi trong s mi bn bin nhn khu hc x hi v bn trong nm bin thi ngi tiu dng c ngha thng k 10%. u im ca cc bi nghin cu: Cc bi nghin cu nu trn s dng m hnh hi quy v nhng nhn nh, phn tch c bn nu c cc yu t chnh tc ng n s la chn thc n nhanh ca ngi dn t nc h, da vo nhng nhn t cn thit nu ra h rt cch c th v hp l, cc bin c lp c xc nh r rng, s lng quan st ca iu tra tng i ln nn chnh xc ca m hnh tng i cao gp phn phn nh ng mi quan h gia cc yu t vi s la chn thc n nhanh. Thm vo , cc nh nghin cu phn tch s nh hng ca tng bin c th trong vic tiu dng fast food.
Nhc im:

M hnh nghin cu ca J Fanning et al.(2005): Tuy ch cho chng ta m hnh rt c th v cch phn tch vn rt cht ch v logic nhng chng ta c th nhn ra 1 vi khuyt im nh m bi nghin cu cha cp n nh: Thiu kin thc v thnh phn h gia nh i vi vic bit cc nhn khu hc ca mi thnh vin trong h gia nh c th gii hn kh nng c lng nhu cu ca h gia nh. Nhng nghin cu trong tng lai c th bao gm vic s dng cc d liu tiu th c nhn cng vi mt mc gi ch s ca thc n nhanh c tnh cc mu chi tiu c nhn. S bao gm mt ch s gi ca nhng nghin cu trong tng lai s cho php cc tnh co gin gi l tt. Mt ch cho nghin cu tng lai s l iu tra cc yu t quyt nh ca sn phm c th da trn cc sn phm thc n nhanh. V d, hu ht cc sn phm thc n nhanh c cha bnh m hoc bnh ng v do c kh nng nh hng n vic s dng thc phm chnh l la m.

M hnh nghin cu ca S Ayo et al. (2012): Cc nghin cu ch tp trung vo cc yu t quyt nh nh kinh t x hi/ nhn khu hc n xc sut tiu th v chi ph cho thc n nhanh ca ngi tiu dng, nhng n khng nghin cu ngun gc ca sn phm nng nghip c s dng trong vic chun b thc n nhanh. , Do , nghin cu trong tng lai nn bao gm xc nh cc ngun sn phm nng nghip c s dng bi cc ca hng thc n nhanh cung cp thng tin v s ng gp ca ngnh thc n nhanh tip th nng nghip v sinh k ca ngi nng dn Uganda.

VI.

Phng php nghin cu: 1. Gi thit nghin cu: Nhm cc yu t nhn khu hc c nh hng trc tip n vic tiu dng fast food. C th: + tui, trnh gio dc, s lng ngi trong gia nh cng cao, tiu dng fast food cng t.

+ Thu nhp cng cao, thi gian xa nh cng nhiu th mc tiu dng fast food cng tng. + y, chng ti a thm tc ng ca ch s BMI (Body Mass Index) cng thuc nhm nhn khu hc vo nghin cu. Ngi tiu dng cng c ch s BMI cao th tiu dng fast food cng t (K Dunn, 2008). Nhm cc yu t lin quan n thi ngi tiu dng: + Gi fast food, thc v sc khe cng cao th nhu cu tiu dng cng gim. + S thch dng fast food ca tr em trong gia nh cng ln, tiu dng fast food cng nhiu. + Mc tiu dng fast food t l thun vi mc hi lng v dch v ca nh hng fast food. 2. Ngun v phng php thu thp d liu: Chn mu ngu nhin 300 ngi t hn 10 triu ngi ang sinh sng ti TP.HCM, bao gm cc qun ni thnh v ngoi thnh. Tin hnh thu thp d liu bng cch s dng bng thm d kin (Questionaire). Bng cu hi c xy dng da trn gi thit nghin cu v da trn cc bng cu hi sn c trong nghin cu ca K Dunn (2008). Cng c phn tch: Phn mm SPSS 16, Eviews 6. K tha t m hnh hi quy ca cc bi nghin cu trn, bn cnh ph hp vi thc tin mi trng nghin cu ti Vit Nam, c th trong bi nghin cu ny l TP.HCM, nhm chng ti chn ra nhng nhn t nh hng n kh nng tiu dng fast food TP.HCM. M hnh s dng kt hp 2 nhm bin: nhm bin nhn khu hc v nhm bin thi ngi tiu dng. Vi nhm bin nhn khu hc, t bi nghin cu J Fanning et al. (2005) v S Ayo et al. (2012), chng ti nhn thy 5 bin nh hng l thu nhp, trnh gio dc, tui, qui m h gia nh, thi gian xa nh, loi b i cc bin khng nh hng. Nhm bin thi 3. C s l thuyt: -

ngi tiu dng c k tha t bi nghin cu C Akbay (2007) c b sung vo m hnh bi v nh hng quan trng ca nhm bin ny n kh nng tiu dng fast food ti TP.HCM, nhm bin ny gm 4 bin. Thm vo nhm chng ti cng thm vo m hnh mt bin mi l bin BMI (Body Mass Index) n c xp vo nhm bin nhn khu hc. Theo gi thuyt nghin cu th bin BMI c nh hng n kh nng tiu dng fast food ca ngi tiu dng. Da theo ch s BMI c th chia ngi tiu dng thnh 3 nhm: bnh thng (nomal weight), tha cn (overweight), bo ph (obese). Ch s BMI c tnh ton da trn chiu cao, cn nng. BMI c tnh bng cch s dng cn nng chia cho bnh phng chiu cao (Ogden, 2003). Ngi bnh thng l ngi c ch s BMI nm trong khong 18,5 n 24,9, "tha cn" cho im t 25 n 29,9, v "bo ph" c ch s 30 hoc hn (Department of Health and Ageing, 2007). 4. M hnh nghin cu: T cc c s l thuyt trn nhm nghin cu xy dng nn m hnh hi quy c dng sau: Trong : l h s chn, v l cc h s hi quy

l sai s ngu nhin. l bin ph thuc l nhm bin nhn khu hc l nhm bin thi ngi tiu dng

Bng 1: Chi tit cc bin s ca m hnh Bin Bin ph thuc K Hiu M t Kh nng tiu th fast food tpHCM TUOI THUNHAP Nhn khu hc (gm 6 bin) TRINHDO THOIGIAN SLNGUOI BMI GIA SUCKHOE Thi ngi tiu dng (gm 4 bin) SOTHICH S tui ca nhng ngi tiu dng Thu nhp hng thng Trnh gio dc Thi gian xa nh S lng thnh vin trong h gia nh Ch s BMI Gi c ca Fast food S thch ca tr con trong gia nh Khng kh, cch ph v ca cc nh hng fast food

MOITRUONG

Da vo gi thit nghin cu v kt qu ca cc nghin cu trc: J Fanning et al. (2005), S Ayo et al. (2012), C Akbay etal. (2007), du k vng ca cc bin c trnh by trong bng sau:

Bin TUOI

Bng 2: Du K vng ca cc bin trong m hnh Du k vng

Gii thch

THUNHAP

+ -

TRINHDO

Ngi cng nhiu tui th tiu th fast food t hn nhng ngi t tui Thu nhp cng cao th kh nng tiu th fast food cng nhiu Nhng ngi c trnh cao th tiu dng fast food t hn nhng ngi c trnh thp. Bi v gio dc s tng kin thc v kha cnh dinh dng , mi ngi s hn ch tiu th fast food v chuyn sang la chn thc phm lnh mnh. Thi gian xa nh cng tng th kh nng tiu th fast food cng nhiu. H c nhiu kh nng n tra bng fast food tit kim thi gian. Qui m h gia nh ln th tiu th t fast food hn h gia nh nh Ch s BMI cng cao th kh nng tiu th fast food cng thp Gi ca fast food cng cao th ngi tiu dng s t tiu dng fast food Ngi tiu dng cng quan tm n sc khe th kh nng tiu th fast food cng thp Tr con trong h gia nh cng thch n fast food th mc tiu th fast food cng nhiu Thi phc v ca nhn vin, khng kh ca hng, dch v ca hng cng tt th mc tiu th fast food cng nhiu

THOIGIAN

+ + +

SLNGUOI BMI GIA SUCKHOE

SOTHICH

MOITRUONG