1) t vn Ti Vit Nam ,fast food c du nhp t nhng nm 1990, nhanh chng tr thnh mn khoi khu ca nhiu nhm khch

h hng v ang pht trin kh mnh vi nhiu thng hiu ni ting nh KFC, Lotteria, Jollibeevi mc tng trng 26-30 % mi nm,th trng thc n nhanh ( fast food ) ang tr thnh nghnh 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 fastfood, 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 fastfood 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 s pht trin cng ang tn ti mt s kh khn cho cc thng hiu fastfood khi m thi quen s dng fastfood cha cao, th hiu ca ngi tiu dng Vit c s khc nhau gia cc vng min v co gin kh ln theo trao lu ,xu hngchnh v th chng ti nghin cu cc yu t tc ng n nhu cu tiu th thc n nhanh tp.hcm. Bi nghin cu ny da trn m hnh nghin cu trc y ca v cc bin c ch lc ph hp vi c im ,th hiu ca ngi Vit 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 fastfood cng nh gp phn vo s pht trin ca th trng thc phm Vit Nam. 2) Mc tiu nghin cu 2.1 Mc tiu tng qut : tm hiu nhng yu t nh hng ti vic tiu th thc n nhanh ca ngi dn tp.hcm 2.2 Mc tiu c th Xc nh cc nhn t chnh nh hng ti vic tiu th fastfood t a ra cc gii php xut nhm tng mc s dng fastfood 3) Cu hi nghin cu Cc nhn t no nh hng ti vic tiu th thc n nhanh ? 4) Gi thit nghin cu 5 ) Phm vi nghin cu nh ngha fastfood fastfood l thut ng ch thc n c th c ch bin v phc v cho ngi n rt nhanh chng.Thng thng thut ng ny ni n thc phm c bn ti mt nh hng hoc ca hng c lm nng trc hoc c nu sn, phc v cho khch hng n nhanh v nc ung ti ch hoc mang i.

II) . Tng quan ti liu v c s l thuyt 1 Tng quan ti liu 1.1. Gii thiu cc nghin cu trc y c lin quan Thc n nhanh ti tp.HCM ang tht s tr nn thn thit v hu ch, vi tm quan trng khng th thiu i vi rt nhiu ngi ang la chn v s dng thc n nhanh nh mt ba n chnh thc trong ngy, n gii quyt c nhng nhu cu thit yu v s dng thc n nh tic kim thi gian, m bo nng lng lm vic, v sinh thc phm v tic kim chi ph ti mt mi trng kinh t nng ng v no nhit nh tp.hcm. Trn th gii, c rt nhiu nghin cu ni v nhng nhn t nh hng n vic la chn thc n nhanh ca ngi dn.Thng 2 nm 2005, 3 nh nghin cu Jasper Fanning of Kansas State University,Thomas Marsh of Washington State University v Kyle Stiegert ca University of Wisconsin-Madison a ra bi nghin cu Determinants of Fast Food Consumption . n nm 2012, mt ti nghin cu DETERMINANTS OF FASTFOOD CONSUMPTION IN KAMPALA, UGANDA ca cc tc gi Ayo SA, BonabanaWabbi and D Sserunkuuma n t S Thng mi Nng nghip v Kinh t Ti nguyn, i hc Makerere PO Box 7062 Kampala, Uganda cng nghin cu v nhng yu t nh hng n vic tiu dng fastfood . C 2 bi nghin cu trn u s dng m hnh hi quy kinh t t lng lm r cc yu t chnh tc ng n vic tiu th thc n nhanh. Ngoi 2 bi nghin cu ni trn, nhm nghin cu cn tham kho thm cc ti liu tham kho lin quan trong c mt bi nghin cu ni v Nhng c im ca khch hng nh hng n vic tiu th fastfood Th Nh K (Consumer characteristics influencing fast food consumption in Turkey) ca 3 tc gi ng nghin cu l Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul. 1.2. Ni dung chnh ca cc nghin cu trc y c lin quan Bi nghin cuDeterminants of Fast Food Consumption c 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 fastfood, 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 fastfood. M hnh logit c s dng c lng mc tiu th fastfood.M hnh hi quy Tobit (Tobin,1958) c s dng c lng mc chi tiuca h gia nh v fastfood. C 2 m hnh u s dng nhm bin kinh t x hinhn 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 fastfood.

T kt qu ca vic chy m hnh, Jasper Fanning ,Thomas Marsh ,Kyle Stiegert 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 fastfood M. Vi bi nghin cu DETERMINANTS OF FAST FOOD CONSUMPTION IN KAMPALA, UGANDA ca 3 tc gi Jackline Bonabana-Wabbi v Sarah Ayo, h da trn rt nhiu nghin cu c ly t cc trng i hc danh ting nc h ca cc tc gi nh Ekelund v Watson, Jekanowski , Stewart v Yn , Matthews v Akbay ... cc hc gi ny u cho rng s tng trng ca th trng thc n nhanh c nh hng bi nhm yu t kinh t-x hi- nhn 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. Cc tc gi s dng d liu s cp cho bi nghin cu, s dng th tc ly mu nhiu giai on t ba n v l Central, Kawempe v Nakawa. 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 v a ra 2 m hnh, bc mt thit lp m hnh probit c s dng c lng kh nng tiu th fastfood 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 fastfood ca ngi dn. Cc phn tch v s tng quan gia cc bin trong m hinh 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. Bi nghin cu Th Nh K (Consumer characteristics influencing fast food consumption in Turkey) ca 3 tc gi Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul c ni dung nghin cu tng t nh hai bi nghin cu trn. S dng m hnh

probit nhng c s khc bit l vic la chn nhm nhn t cho m hnh. Ngoi nhn t kinh t x hi- nhn khu hc, m hnh cn c thm nhm nhn t thi ngi tiu dng. 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. 1.3. nh gi, nhn xt Mc tiu chnh ca nghin cu (Nm 2005) ca 3 tc gi Jackline BonabanaWabbi v Sarah Ayo l nh gi cc yu t quyt nh n vic tiu dng fastfood huyn Kampala. Mc tiu c th l: nh gi cc yu t nh hng n kh nng tiu th thc n nhanh v xc nh mc chi tiu cho n nhanh. Mc tiu bi nghin cu (nm 2012) ca Jasper Fanning, Thomas Marsh, Kyle Stiegert iu tra nhng yu t kinh t x hi v yu t nhn khu hc quyt nh n vic tiu dng fastfood Bi nghin cu Consumer characteristics influencing fast food consumption in Turkey ca 3 tc gi ng nghin cu l Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gulvi mc tiu l nh gi nhng c im kinh t x hi- nhn khu hc ca ngi tiu dng v thi ca ngi tiu dng n s tiu dng thng xuyn ca fastfood. Mc tiu ca c 3 bi nghin cu u c mt im chung l cc nhn t nh hng n vic tiu dng fastfood. 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. C 2 bi nghin cuc 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 fastfood. 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 T kt qu bi nghin cu Determinants of Fast Food Consumptioncc nh nghin cu Jasper Fanning, Thomas Marsh, Kyle Stiegert 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 fastfood.Cn cc bin tui, trnh gio dc th nh hng tiu cc.

Kt qu nghin cu ca Jackline Bonabana-Wabbi v Sarah Ayo (2012) cho thy trong 9 bin gi nh t m hnh th c 5 bin nh hng ng k n kh nng tiu dng fastfood. 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 fastfood 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 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 fastfood. T cc phn tch trn, ta c th thy kt qu ca 2 m hnh c s s khc bit. bi nghin cu nm 2005, cc nhn t nh hng n kh nng tiu dng v chi tiu fastfood l ging nhau, cn trong bi nghin cu nm 2012 th slng nhn t nh hng n kh nng tiu dng khc vi s lng nhn t nh hng n chi tiu fastfood. V mt s khc bit r rt gia 2 bi nghin cu l chiu hng tc ng ca nhn t quy m h gia nh. Trong bi nghin cu Nm 2005 nhn t ny nh hng tch cc, cn bi nghin cu nm 2012 th nhn t ny nh hng tiu cc. Do 2 nghin cu ny thc hin 2 quc gia khc nhau, thuc 2 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 2 nghin cu cng c s chnh lch. Do d , s khc bit ca 2 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 2 bi nghin cu ch cp n mt nhm nhn t nh hng n kh nng tiu th fastfood,liu c mt nhm nhn t no khc cng nh hng n kh nng tiu th fastfood? Bi nghin cu Consumer characteristics influencing fast food consumption in Turkey ca Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul 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: 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 fastfood. Nhc im: *Trong bi nghin cu vDeterminants of Fast Food Consumption,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. *Cn bi nghin cuDETERMINANTS OF FAST FOOD CONSUMPTION IN KAMPALA, UGANDA ca 2 tc gi n l Jackline Bonabana-Wabbi v Sarah Ayo cho thy c mt nhu cu cao v n nhanh trong mt mi trng th v cung cp cc c hi th trng cho cc cng ty kinh doanh nng nghip. Do , u t trong lnh vc thc n nhanh v sn xut y cho th trng ny. Ngoi ra, cc cng ty thc n nhanh phi m bo gn nhau ca cc sn phm v dch v ca h vi ngi tiu dng nh l mt tin rt nhiu nh hng n tiu th thc n nhanh. Tuy nhin, 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. III) Phng php nghin cu 1) C s l thuyt Theo Jasper Fanning, Thomas Marsh, Kyle Stiegert (2005) xy dng m hnh hi quy th hin mi quan h gia fastfood 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. Theo Ayo SA , Bonabana-Wabbi, D Sserunkuuma (2012) th a ra m hnh probit c lng kh nng tiu th fastfood 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 fastfood l tui , thu nhp , trnh gio dc, qui m h gia nh, thi gian xa nh. M t nghin cu khc Consumer characteristics influencing fast food consumption in Turkey ca tc gi Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul cng nghin cu v nhng nhn t nh hng n tiu dng fastfood, ngoi nhm bin nhn khu hc dng(consumersattitude) vo m hnh. M hnh c s dng l m hnh porbit: Khi : X: l vector ca bin c lp ` : l h s ca 1 vector, sai s ngu nhin Kt qu cho thy c 2 nhm yu t u nh hng n kh nng tiu dng fastfood M hnh trong bi nghin cu ny c k tha t m hnh 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 em chn ra nhng nhn t nh hng n kh nng tiu dng fastfood tp.HCM. M hnh s dng kt hp 2 nhm bin: nhm bin nhn khu hc v nhm bin thi ngi tiu dng. K tha nhm bin nhn khu hc x hi t nghin cu ca Jasper Fanning, Thomas Marsh, Kyle Stiegert (2005) v Ayo SA , Bonabana-Wabbi, D Sserunkuuma (2012) gm 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 ngi tiu dng c k tha t bi nghin cu Consumer characteristics influencing fast food consumption in Turkey ca tc gi Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul c b sung vo m hnh bi v nh hng quan trong ca nhm bin ny n kh nng tiu dng fastfood, nhm bin ny gm 4 bin. V Nhm nghin cu cng thm vo m hnh mt bin mi l bin BMI (Body Mass Index) n c xp vo nhm bin nhn khu hc x hi. Theo gi thuyt nghin cu th bin BMI c nh hng n kh nng tiu dng fastfood 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 phng trnh cn nng chia cho bnh phng chiu cao (Ogden, 2003). ( socio-demographic), cc tc gi cn a ra nhm bin thi ca ngi tiu

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). T cc kt qu trn, nhm nghin cu xy dng nn m hnh 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 Fastfood S thch ca tr con trong gia nh Khng kh, cch ph v ca cc nh hng fastfood

MOITRUONG

Da vo kt qu nghin cu ca cc tc gi Jasper Fanning, Thomas Marsh, Kyle Stiegert, Ayo SA , Bonabana-Wabbi and D Sserunkuuma, Cuma Akbay , Gulgun Yildiz Tiryaki , Aykut Gul , du k vng ca cc bin c trnh by trong bng sau

Bng 2: Du K vng ca cc bin trong m hnh Bin TUOI THUNHAP Du k vng + Gii thch Ngi cng nhiu tui th tiu th fsatfood t hn nhng ngi t tui Thu nhp cng cao th kh nng tiu th fastfood cng nhiu Nhng ngi c trnh cao th tiu dng fastfood 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 fastfood v chuyn sang la chn thc phm lnh mnh. Thi gian xa nh cng tng th kh nng tiu th fastfood cng nhiu. H c nhiu kh nng n tra bng fastfood tit kim thi gian. Qui m h gia nh ln th tiu th t fastfood hn h gia nh nh Ch s MBI cng cao th kh nng tiu th fastfood cng thp Gi ca fastfood cng cao th ngi tiu dng s t tiu dng fastfood Ngi tiu dng cng quan tm n sc khe th kh nng tiu th fastfood cng thp Tr con trong h gia nh cng thch n fastfood th mc tiu th fastfood cng nhiu Mi trng

TRINHDO

THOIGIAN

SLNGUOI BMI GIA SUCKHOE

SOTHICH MOITRUONG

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