KHOA QUN TR KINH DOANH

MN: NGHIN CU MARKETING

TI :

NGHIN CU V HNH VI V
THI CA NGI TIU DNG
I VI SN PHM CLEAR BC H

GVHD

Ph.D Bi Vn Quang

SVTH

NHM B&G

LHP

210706101

TP. HCM, thng 2 nm 2011

NHN XT CA GIO VIN

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MC LC
LI M U.........................................................................................................01
CHNG 1: TNG QUAN TH TRNG DU GI
1.1 Phn tch th trng du gi...............................................................................03
1.2 Phn tch khch hng mc tiu ca sn phm clear bc h............................... 04
1.3 Phn tch cng ty Univer....................................................................................05
1.4 Phn tch i th cnh tranh...............................................................................08
CHNG 2: KT QU NGHIN CU THI V HNH VI CA
KHCH HNG V SN PHM CLEAR BC H
2.1 Miu t kt qu nghin cu ............................................................................ 10
2.1.1 Tng th nghin cu............................................................................. 10
2.1.2 Khung tng th..................................................................................... 10
2.1.2 Phng php chn mu......................................................................... 12
2.2 Phn tch kt qu nghin cu .......................................................................... 13
2.2.1 Thng tin khch hng s dng sn phm clear bc h........................... 13
2.2.2 Thi v hnh vi ca khch hng s dng clear bc h...................... 15
2.3 Nhn xt chung...................................................................................................21
2.3.1 u im..................................................................................................21
2.3.2 Nhc im ...........................................................................................22
CHNG 3: GII PHP XUT
3.1 Gii php ..........................................................................................................23
KT LUN............................................................................................................24
TI LIU THAM KHO...25

LI M U

1/ L do chn ti
Trn th trng hng tiu dng hin nay, th th trng du gi pht trin
mnh vi nhiu loi sn phm khc nhau, phong ph v mu m, a dng v chc
nng. Vic tiu th cc loi sn phm ny cng khng ng u, ni mnh, yu khc
nhau, to ra s khc bit v thi , hnh vi tiu dng cng nh nhu cu i vi tng
sn phm.
Vi tc dng lm mt lnh da u, tr gu hiu qu, sn phm Clear mt lnh
bc h (sn phm ca cng ty Unilever Vit Nam) ang c rt nhiu ngi tiu
dng a chung s dng v tin dng.
Vi do trn, nhm chng ti quyt nh chn ti Nghin cu v thi v
hnh vi ca ngi tiu dng v sn phm Clear mt lnh bc h, nhm tm hiu v
a ra mt ci nhn ton din v sn phm Clear, v c tnh cng nh mc hi
lng ca ngi tiu dng i vi sn phm, qua c nhng gii php ph hp
thc y hn na s pht trin ca sn phm.
2/Mc ch nghin cu
nh gi th hiu ca khch hng i vi nhn hiu Clear mt lnh bc h,
bao gm nhn thc v cht lng sn phm, s hiu bit v tnh nng, nhn
thc v bao b, thng hiu....
Thm d kin ca ngi tiu dng v vic mua hng, mc gi, knh phn
phi, hnh thc qung co, qua c nhng chin lc marketing ph hp.
3/Phng php nghin cu
i tng ca cuc nghin cu l ngi tiu dng n c tui 18 n 50
tui, s dng du gi Clear mt lnh bc h.
Cc mu kho st c thc hin cc tp ha, siu th, v mt s h dn
qun 12, qun G Vp, qun Tn Bnh, tp HCM.

4/ Kt cu ti
Nghin cu nh tnh: s dng phng php tho lun nhm
Nghin cu nh lng: tham kho kin ca ngi tiu dng bng phiu cu
hi v s dng phn mm SPSS x l bng cu hi.
5/ Ni dung nghin cu
Bao gm c 3 chng:
o Chng 1: Tng quan v th trng du gi Vit Nam
o Chng 2: Kt qu nghin cu thi v hnh vi ca khch hng v
sn phm clear bc h
o Chng 3: Gii php xut
Trong qu trnh nghin cu, nhm xin chn thnh cm n s gip ca thy
Bi Vn Quang, ch bo tn tnh nhm c th hon thnh tt bi tiu lun ng
thi hn. Tuy c gng ht sc, nhng nhm khng th trnh khi nhng thiu st,
knh mong thy v cc bn gp bi tiu lun c hon thnh hon ho.
Xin chn thnh cm n!
Nhm B&G

&CHNG 1&
TNG QUAN TH TRNG DU GI
1.1 Phn tch th trng du gi
Th trng du gi dnh cho n nc ta l rt ln vi 86 triu dn ng th
13 trong s nhng nc ng dn nht th gii (nm 2009) nu tnh t l n l 50%
th ngay ti th trng nc ta c 43 triu khch hng l ph n. iu ny cho
thy th trng du gi dnh cho n l rt ln.
Vit Nam l nc pht trin nhanh chu . Vi mc thm nhp tiu dng
khong 30%. Nh vy, mc chi tiu ca ngi tiu dng l tng i ln.
Th trng du gi ch yu hin nay ch yu do 2 tp on ln l
Unilerver v Procter & Gamble (P&G) thng lnh. Unilever gn lin vi nhng
thng hiu m khch hng i u cng thy: Sunsilk, Clear, Dove, Lifebuoy. P&G
khng km cnh vi Pantene v Head & Shoulders.Sn chi ln cn c s gp mt
ca mt vi thng hiu khc nh: Double Rich, Enchanteur, PalmoliveDa vo
nhu cu a dng ca ngi tiu dng, cc nh lm thng hiu chn cch cnh tranh
bng vic chia phn khc. Phn khc du gi tr gu c Clear, Head & Shoulders v
nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh cho n, hu nh
ch c Enchanteur ca Cng ty TNHH Unza lm ma lm gi.Sn phm nhm n
gia nh, c thu nhp thp, ch yu cc tnh, l Lifebuoy. Gn y, phn khc ny
ang b thu hp dn v thu nhp ca ngi dn ngy cng kh hn.cn hng lot tn
tui khc. y l cch gip tng th phn, doanh s v quan trng hn
Ngn sch v th phn mt s thng hiu du gi ti Vit Nam (ngun : Th trng
du gi u: th phn v cc ng ln. Ngi vit: Webmaster. Ngy 10/09/2007)

Sunsilk: 4.32 triu USD,14% th phn

Clear: 4.71 triu USD, 18.7% th phn

 Double Rich: 0.53 triu USD, 2.8% th phn

Palmolive: 0.07 triu USD, 2.4% th phn
Enchanteur: 0.02 triu USD, 3.1% th phn
Rejoice: 4.7 triu USD 13.5% th phn
1.2 Phn tch khch hng mc tiu
Nhu cu v mong mun:
Phn ln khch hng khi chn nhn hiu du gi u Clear bc h u c nhu
cu c sch gu v cm nhn s mt lnh t trong da u sau khi dng sn phm.
Bn cnh , cn c cm gic da u sch m tc li nh nhng mm mt,
c hng thm d chu, t nhin.
V l sn phm du gi u nn phn ln khch hng ca Clear cho bit rng
h rt mun gi c ca sn phm nn ph hp hn vi nhu cu s ng l ngi bnh
dn vi mc gi ph thng.
V th trng du gi ang l mt s pht trin ln v cc thng hiu, cc tn
tui mi khng ngng xut hin sut thi gian qua, v l th trng tim nng, ang
c xu hng bo ha th Clear bc h nn ch chm sc hn n khch hng ca
mnh, t dch v khch hng n cc cng tc qung co, PR ph hp nht.
Hnh vi khch hng:
Phn ng khch hng cho bit rng h mua sn phm Clear bc h trong siu
th, v cc i l tp ha gn nh.
V siu th thun tin cho vic mua sm v gi c sn phm cng khng
chnh lch nhiu so vi ngoi ch, m i lc cn c nhng t gim gi, khuyn
mi cho sn phm tiu dng. Thm vo khi vo siu th th khch hng cm thy
d dng hn trong vic quan st v chn la sn phm cho tiu dng thng ngy
ca h.

Nhng i tng khch hng ny thng mua sn phm vo cc dp mua sm

ti cc siu th, v mua vi khi lng ln, chim nhiu nht l khong 77ml cho mi
ln mua. V mua nhiu khong 4-5 ln/thng.

Ngn sch chi tiu:

V khch hng dng sn phm Clear bc h c thu nhp trung bnh t 3,5-5
triu ng/ thng, cng vi khi lng v s ln mua/thng cho thy mc chi tiu
cho sn phm t 128.000-150.000 ng/thng cho sn phm du gi.
Chn dung khch hng:
Khch hnh dng Clear bc h u l n gii chim s ng gn nh tuyt
i, v thuc vo cc tui t 18-25 tui, vi ngh nghip ch yu l hc sinh sinh
vin, ni tr.
Nhng khch hng ny thuc s ng qun G Vp v qun 12 y l ni
tp trung khu cng nghip, siu th, cc ch v nhiu trng hc.
1.3 Phn tch cng ty Univer
im mnh, im yu ca cng ty
im mnh:
-

c s h tr ca tp on Unilever ton cu nn c ti chnh vng mnh

Chnh sch thu ht ti nng hiu qu, bi c quan im pht tin nhn ti thch
hp, ch lng bng, phc li tho ng v cc kho hc tp trung trong
v ngoi nc cho nhn vin nhm nng cao nghip v ca h

Tnh hnh nghin cu v pht trin cng ngh ca Unilever Vit Nam lun
c ch trng v u t tho ng.

Gi tng i chp nhn c, trong khi cht lng rt cao, khng thua hng
ngoi nhp.

Mi trng vn ho doanh nghip mnh, i ng nhn vin tr thc v tinh

thn trch nghim cao, c bit cc quan h vi cng chng rt ch trng ti
cng ty.

im yu:
-

Gn y cng ty ct gim ngn sch t nhiu do nhng kh khn m s

kin 11-9 gy ra cho nn kinh t th gii.

Cc v tr ch cht trong cng ty vn ngi nc ngoi nm gi

Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi ph cao,

v vy phi nhp khu ngoi nn tn km chi ph

Gi c ca Unilever cn kh cao so vi thu nhp ca ngi Vit Nam, nht l

nhng vng nng thn.

Chin lc marketing Mix

Sn phm:
Cng ty tung ra th trng nhng sn phm t tiu chun quc t nhng
thch nghi vi ngi tiu dng Vit Nam. Sn phm du gi Clear mt lnh bc h l
mt v d. Vi c tnh lm mt lnh da u, tr gu, hng thm bc h t nhin, to
cm gic sn khoi, d chu khi s dng, kiu dng p, d nhn, bao b bt mt, du
gi Clear nm trng nhu cu ca ngi tiu dng, thu ht c mt lng khch
hng ng o v trung thnh. Bn cnh , cng ty cng tm hiu su sc nhu cu
ngi tiu dng Vit Nam Vit Nam ho sn phm ca mnh.
Vi tm quan trng v sn phm bo m thng hiu, trong nhng nm qua
Unilever Vit Nam c bit ch trng n vic chng hng gi bo v quyn li
ngi tiu dng, mang li cm gic an tm khi s dng.
Gi c
Vi thc t nhiu ngi tiu dng Vit Nam vn cn c thu nhp thp,
Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li mc gi
c hp l cho ngi tiu dng.

Cng ty da vo cc doanh nghip nh a phng tm cc nguyn

liu ti ch thay th mt s loi phi nhp khu, ngoi ra cng ty cng phn b sn
xut, ng gi cho cc v tinh ti cc khu vc Bc, Trung, Nam gim chi ph vn
chuyn v kho bi, gip gim c chi ph sn xut, gim gi thnh sn phm.
Phn phi
Unilever to ra mt h thng tip th v phn phi ton quc, bao qut hn
100.000 a im, a khi nim tiu th bn l trc tuyn, s dng nhn vin bn
hng trc tuyn, nhng nhn vin ny c nhim v cho cc n hnh mi, giao
hng v cp tn dng cho cc n hng tip theo.Cc im bn l c cp t by
hng nm s dng ti a khng gian trong ca hng v tnh bt mt sn phm.
Ngoi ra, cng ty cn gip cc hng phn phi cc khon cho vay mua
phng tin i li, o to qun l v t chc bn hng.
Qung co, khuyn mi
Unilever rt tch cc trong chin lc qung co sn phm ca mnh. Cc
chng trnh qung co rt hay v n tng, lin tc c pht sng, thu ht rt ng
lng khn gi ch n sn phm, to mt lng khch hng ng c qua phng
tin truyn thng ny. Ngoi ra, Unilever cn qung co sn phm ca mnh trn
internet, bo ch, hi ch, trin lm...cng to c nhng phn ng t ngi tiu
dng.
Cc chng trnh khuyn mi lun c Unilever quan tm, nh tng khn
tm, thm dung lng, gim gi...kch thch lng tiu th ca khch hng.
Cng ngh:
Cng ty chuyn giao cng ngh trc tip i vi chuyn giao my mc v h
thng cng thc cng nh m bo cht lng v nhng phn tch.
Nhng nh qun l ca Unilever cung cp dch v h tr thit thc gip
nhng nh sn xut tng tnh hiu qu ng thi nng cao cht lng v vng i sn
phm.

10

Thng hiu
Unilever to c thng hiu mnh v vng chc trong lng ngi tiu
dng vi cc sn phm uy tn v cht lng. Cng ty rt thnh cng trong vic m
cho mnh mt li i ring trn th trng Vit Nam, thnh cng trong vic nng cao
gi tr thng hiu ca mt sn phm thuc hng tiu dng thit yu. Vi nhiu sn
phm c coi l tin phong trong cng ngh sn xut v cht lng, Unilever c li
th l ngi tin phong trn th trng, m ci g u tin thng li n tng lu
phai trong tm tr khch hng vi thng hiu vng mnh.
1.4 Phn tch i th cnh tranh
Hin cng ty c rt nhiu i th cnh tranh nhng i th cnh tranh quan
tm nht l cng ty P&G. cng ty vi nhiu sn phm du gi tr gu nh Head &
Shoulders, Pantene cnh tranh vi sn phm clear bc h ca cng ty Univer. Sau
y l bng so snh nhng c im ca nhn hiu du gi Clear bc h so vi Du
gi u Rejoy Tri Cy , Head & Shoulders:

11

Sn

c tnh

Bao b snTn gi

phm

phm,

Gi

Qung coKhuyn mi

kiu

dng
Clear bc Tt, ch yuTt, mu scn gin,dPh hp Hay ,nhiuNhiu ,hp dn,
h

sn phm trp, v vinh

gu, lm mthai mu sc

mi theo hnh

da

trng

thc tng km

thmth hin s

sn phm tiu

u,

hng

cxanh

bc h t nhin mt

Head

lnh,

dng nh: tng

kiu dng bt

khn tm, du

mt tin li
& Tng i, ln
gin,Tng

Shoulders sn phm trkhng

gu, lm gipm
khe
gi Bnh

mnh

hng

Rejoy

to t nhin

Tri Cy

vnh,khng

trngc nh gi

lm ch o cao.

thng,Tng

iPh hp Nhiu

x...
t

mud

vi

tc v da umu

Du

,hp dn, c bit khuyn

thmmu
nhiu

i,D nh, nR
mgin thu ht
mukhch hng

Tng i Tng i, hnh

thc khuyn mi
nhiu

tng

sc, mu bao

km theo dung

b ch o l

lng

mu

xanh

chui

Clear bc h v Head & Shoulders l hai nhn hiu c ngi tiu dng nh
gi l c c tnh tr gu tt, lm da u mt, mu m p, mi hng t nhin d
chuv c phn phi rng khp v hai sn phm ny c th phn ln, clear c th
phn cao hn mt cht. Mt trong nhng l do khin clear bc h chim th phn so
vi sn phm Head & Shoulders chnh l v ngi tiu dng thch s mt lnh da u

12

nhiu hn khi s dng sn phm ny v cng l mt sn phm ca mt cng ty ni

ting. Hai nhn hiu ny du c tn gi ting anh nhng tng i d nh
Thng hiu bt du gi clear bc h khng ch thnh cng nh qung co
dy c trn truyn hnh m cn nh cc chng trnh khuyn mi, trin lm, ti tr
hc sinh ngho hiu hc v c bit l xy dng qu khuyn hcnn c nh hng
tch cc n thi ngi mua. Vi tnh nng tr gu hiu qu, mt lnh da u c
tnh ny ngy cng tt hn,iu ny cng ngy cng kch thch ngi tiu dng
dng th cc sn phm v tiu dng vi tc kinh ngc. Do vy, i th Proter &
Gamble VN( P& G) cng khng ngng ci thin sn phm, thm nhiu hnh thc
khuyn mi khi mua sn phm
Trn th trng hin nay Head & Shoulders vn l i th cnh tranh trc tip
v c sc nh hng ln i vi clear bc h. Cn nhn hiu du gi khc cng l
i th nhng khng ng lo ngi i vi mt nhn hiu mnh nh clear bc h hin
nay. Mt s sn phm du gi khc cng kh thu ht khch hng bi tnh nng
lm en tc, mt tc, gim kh tc, hng thm nh nhng nh Doublerich cng
c nhiu khch hng quan tm.

&CHNG 2&
KT QU NGHIN CU THI V HNH VI CA
KHCH HNG V SN PHM CLEAR BC H
2.1 Miu t kt qu nghin cu sn phm clear bc h
2.1.1 Tng th nghin cu
Mc tiu nghin cu
- Tm hiu hnh v thi ca khch hng khi s dng du gi clear bc H
- Ngoi ra, a ra cc phng php nng cao c tnh ca sn phm nhm mang
n s hi lng nht ca khch hng khi la chn mua sn phm clear bc h

13

 L do nghin cu:
Do s a dng v phong ph ca cc loi sn phm du gi hin nay, nhu cu
s dng du gi ngy khng ngng tng cao, ngi tiu dng cng ngy cng thng
minh hn trong vic chn la sn phm.
2.1.2 Khung tng th
i tng kho st: gii n bi l sn phm clear bc h l mt sn phm
ginh cho gii n v c gii n s dng nhiu.
tui khch hng kho st:
+ 18-25 tui: kho st 30 mu trong tng 80 mu v chim 37.5%
+ 26-35 tui: kho st 25 mu trong tng 80mu, chim 31.25%
+ 36- 45 tui: kho st 15 mu, chim 18.75%
+ 46-50 tui : kho st 10 mu, chim 12.5%
L do m nhm quyt nh kho st nh trn l v theo chng ta bit gii tr
ngy nay khi s dng sn phm du gi no th cng thng thch cm gic mt lnh
khi s dng. Ngoi ra, hin nay gii tr thng hay b gu, nga da u, cn cng ln
tui th s thch v s mt lnh cng nh mc b gu da u, nga da u cng
gim dn.
Ngh nghip: nhm kho st vi t l ngh nghip nh bng sau

14

L do nhm chn t l kho st ngi tiu dng theo ngh nghip nh t l

trn bi l sn phm clear bc h ny l sn phm ch yu dnh cho gii tr m a s
l hc sinh, sinh vin
Thu nhp:
Vi sn phm clear bc h l sn phm ginh cho nhng khch hng c thu
nhp thp do vy nhm em quyt nh i kho st s lng khch hng thuc cc
nhm ngh nghip theo t s % nh sau:

a bn nghin cu: nhm quyt nh chn ba khu vc l qun 12, qun g

vp, qun tn bnh thnh ph H Ch Minh i kho st , l do nhm chn ba
khu vc ny i kho st v ba khu vc
Thi gian nghin cu: 30 ngy

15

 Vn nghin cu

: Nghin cu v sn phm clear bc h tr gu c hng

thm bc h.
2.1.3 phng php chn mu
Chn mu ngu nhin n gin: nhm s kho st ti siu th bigC ti khu vc
g vp. ng trc cng siu th chn ngu nhin khch hng n bc ra t
siu th v i n cc ca hng bn l, phng vn ngi mua mt cch tnh
c.ng trc cng trng i Hc Cng Nghip TPHCM, chn ngu nhin
sinh vin n bt k no phng vn. Tng t cch lm nh trn i n kho
st ti ch tn bnh, cng vin Hong Vn Th( qun tn bnh), ch Hip
Thnh, siu th coopMart qun 12
Chn ngu nhin c phn t chia theo a bn, qun 12: 20 mu; qun Tn
Bnh: 19 mu; qun G Vp: 41 mu. Tp trung kho st qun G Vp v bi
l khu vc ny c nhiu hc sinh, sinh vin nhiu.

N=80
80 mu/100%

Qun G Vp

Qun Tn Bnh

Qun 12

18-25

37.5%

16

26-35

31.25%

12

36-45

18.75%

45-50

12.5%

Tui

2.2 Phn tch kt qu nghin cu

2.2.1 Thng tin khch hng mc tiu
i tng phng vn c tui t 18-50 tui., qun G Vp thnh ph H
Ch Minh. S ngi phng vn l 80 ngi n. S ngi phng vn qun Tn
Bnh l 24%, qun 12 l 25%, qun G Vp l 59%.

16

 Thnh phn ngh nghip ca khch hng

Nho
m nghenghie
p
Kha
c

9%

Nha
n vie
n va
n pho
ng

18%
16%

Buo
n ba
n
No
i tr

23%

Co
ng nha
n vie
n ch
c

11%
24%

Hoc sinh, sinh vie

n
%

5%

10%

15%

20%

25%

30%

Biu 2.2 Thnh phn ngh nghip ca ngi tiu dng

Du gi u Clear bc h c hu ht cc thnh phn dn c trong x hi s
dng, t cng nhn vin chc ti hc sinh, sinh vin ti c nhng ngi dn lao ng
bnh thng khc trong x hi. Nhn vo bng v biu 2.2 ta thy hc sinh, sinh
vin chim th phn cao nht vi t l 24% (19 trn 80 khch hng c kho st).
Nhng ngi ni tr trong gia nh cng l khch ln ca du gi clear bac h khi h
chim ti 23% th phn tiu dng ca sn phm, t hn hc sinh, sinh vin ch 1%.
Thp nht trong s nhng ngi s dng sn phm l b phn khch hng khc khi
ch chim 9% (7 trn 80 khch hng c kho st),b phn khch hng ny c th l
nhng ngi nng dn ngho, dn chiNhn chung cc b phn khch hng s
dng sn phm khng c s chnh nhau l my khi khong cch xa nht l 13%, cn
u l 3 n 4%.

Mc thu nhp ca ngi tiu dng s dng sn phm clear Bc H

17

M
c thu nha
p kha
ch ha
ng
Tre
n 5 trie
u

20%
29%

3,5 - 5 trie
u
1,5 - 3,5 trie
u

25%
26%

D
i 1,5 trie
u
%

5%

10%

15%

20% 25%

30%

35%

40%

Biu 2.3 Mc thu nhp ca ngi tiu dng s dng sn phm clear Bc H
Qua s liu trn ta thy rng bt k mc thu nhp no th ngi tiu dng
u s dng sn phm du gi. trong bng trn ta thy mc thu nhp t 3.5tr-5 triu
s dng sn phm du gi clear l nhiu nht chim 29% k n l mc thu nhp
1.5tr v 1.5- 3.5 triu, trong khi ngi tiu dng mc thu nhp trn 5 triu li t
s dng nht vy chng t nhng khch hng c mc thu nhp cao th h c nhiu
kh nng khng trung thnh vi sn phm clear bc h m h c khuynh hng s
dng nhng sn phm c mc gi cao hn, cht lng hn.
tui khch hng
otuo
i

46-50

13%

36-45

19%
31%

26-35
18-25

38%
%

10%

20%

30%

40%

Biu 2.4 tui khch hng ca ngi tiu dng

Qua biu ta thy r xu hng tiu dng ca ngi tiu dng, tui cng
cao ngi tiu dng c xu hng s dng sn phm Clear bc h gim dn. Clear
nn tp trung phn khc khc th trng dnh cho gii tr c tui t 18-35 tui.

18

 tui ny khch hng s dng sn phm ca cng ty rt nhiu v n ph hp vi

th h tr hin nay.
2.2.2 Thi v hnh vi ca khch hng mc tiu
Nhn hiu du gi khch hng tng s dng

Biu 2.5 Nhn hiu du gi khch hng tng s dng

Qua bng s liu v qua th trn cho ta thy s lng cng tng ng vi
n l t l %. i tng ca cuc kho st l nhng khch hng tng hoc ang
s dng sn phm Clear bc h nn t l 100% khch hng c hi, tr li l
tng s dng sn phm l hon ton hp l, qua d cho chng ta thy nhm chn
ng i tng. Vi 44 trn 80 tng ng vi 55% s p vin c hi chn
Rejoice, y l sn phm xp th 2 v tiu ch sn phm tng s dng
Hai loi sn phm xp th 3 l Sunsilk v Pantene vi t l 53% ng vi 42
p vin c hi. Xp th 4 l Dove vi t l 40% tng ng vi 32 p vin c
hi. i vi cc sn phm Lifebouy, Head & Shoulder, Enchanteur v Double Rich
ln lt chim t l 34% (tng ng vi 27 p vin), 30% (tng ng vi 24 p
vin), 17% (tng ng vi 17 p vin), 14% (tng ng vi 11 p vin). Cc sn
phm khc chim mt t l rt nh 4%, qua th hin c bng cu hi xy
dng ng trng tm v cc sn phm ln c thng k trong bng

19

 Nhn hiu sn phm du gi khch hng ang s dng

nha
n hie
u da
u go
i kha
ch ha
ng ang sdung

Enchanteur

3%

Pantene

10%

Rejoice

10%

Dou
ble Rich

4%

Clear bac ha

65%

Head&Shou
lder

3%

Dove

4%

Sunsilk

3%
%

10%

20%

30%

40%

50%

60%

70%

Biu 2.6 Nhn hiu sn phm du gi khch hng ang s dng

iu u tin chng ta thy r khi nhn vo biu l s ngi ang s dng
sn phm Clear bc h chim mt t l rt ln trong tng s ngi tng s dng
(s liu cu 1a). Khch hng kh trung thnh vi sn phm Clear bc h v nhng
hiu qu ca n em li cho khch hng. Bc u chng ta nh gi c sn phm
Clear bc h kh yu thch trn th trng du gi so vi cc sn phm du gi khc.
Cc sn phm cn li chim mt t l khng ln, iu ny cho ta mt khng nh l
mc hp dn, quan tm ca cc sn phm ny i vi khch hng khng cao.
L do ngi tiu dng s dng nhn hiu du gi clear bc h

20

Lydo sdung nha

n hie
u
khuye
n ma
i

2.59
2.70

gia
ni mua

3.04

ma
u sa
c, ma
u ma

3.09

d
ch vu kha
ch ha
ng

3.14
3.26

hnh th
c qua
ng ca
o
thng hie
u

3.83

a
c tnh

4.34
0

Quan ta
m tha
p nha
t

5
Quan ta
m cao nha
t

Biu 2.8 L do ngi tiu dng s dng nhn hiu du gi clear bc h

Phn ln khch hng s dng sn phm Clear bc h l da vo c tnh ca
sn phm hn c vi quan tm cao nht 4,34/5Thng hiu, dch v khch hng v
hnh thc qung co cng c quan tm cao khi mua sn phm clear
Ni khch hng mua sn phm clear Bc H
ni th
ng mua

Sie
u th

59%

Ch

25%

c
a ha
ng tap ho
a

53%
%

10%

20%

30%

40%

50%

60%

70%

Biu 2.8 Ni khch hng mua sn phm clear Bc H

Kt qu cho thy, ngi tiu dng thng mua sn phm ti siu th vi mc
cao nht l 59%. Ca hng tp ha c \u tien th 2 vi t l 53%.
Nh vy cho thy , cng ty nn phn phi sn phm vo siu th nhiu hn,
cng nh c cc hnh thc chiu th tp trung vo i tng khch hng ny.
Hnh thc bit n sn phm clear Bc H

21

Biu 2.9 Hnh thc bit n sn phm clear Bc H

Hu ht khch hng u bit n sn phm thng quan qung co trn ti vi v
bn b ngi thn. Cc hnh thc khc ch mc ngang nhau v khng c quan
tm nhiu.Nh vy, cng ty nn tp trung hn vo hnh thc chiu th trn cc
phng tin ny nhiu hn.
Dung lng thng mua
dung lng khi mua sa
n pha
m

650ml

13%

380ml

14%

150ml

15%

97ml

19%
40%

77ml
%

10%

20%

30%

40%

50%

Biu 2.10 Dung lng ngi tiu dng chn khi mua sn phm
Nhn vo bng v biu trn, ta thy dung lng m khch hng thng
chn khi mua sn phm du gi u Clear bc h l 77ml, chim t l cao nht vi
40% (32 trn 80 khch hng kho st); t hn mt cht l 97ml vi t l 19% (15
trn 80 khch hng kho st) v thp nht l chai 650ml vi t l 13% (10 trn 80
khch hng kho st). cc dung lng cng ln th s la chn gn nh bng nhau
(hn nhau 1%). Dung lng 77ml c chn nhiu l do a phn khch hng thch

22

s tin li, cng nh khon tin m mnh b ra x nh hn so vi vic mua sn phm

vi dung lng ln hn, hn na x tit kim tin c mt phn no . Trong khi
cc sn phm c dung lng ln thng dng chai, thch hp vi nhng ngi
c thu nhp cao.
S ln mua sn phm clear Bc H ca khch hng
Sola
n th
ng mua sa
n pha
m
1-2 la
n/ tua
n

29%

3-4 la
n/ tua
n

15%

4-5 la
n/ tha
ng

33%

Nhie
u la
n/ tha
ng

24%
%

5%

10%

15% 20%

25% 30%

35% 40%

Biu 2.11 S ln mua sn phm clear Bc H ca khch hng

Qua th chng ta c th thy khch hng thng mua sn phm Clear Bc
H tp trung vo nhm 4-5 ln/thng v 1-2 ln/tun chim t l nhiu nht chim ti
33% v 29%. Tip theo l khch hng c xu hng mua gim dn thuc nhm 3-4
ln/tun vi t l 15%. Nh vy ngi tiu dng c xu hng s dng cc dng sn
phm c dung tch 77ml, 97ml v 350ml, 650ml.
nh gi ca khch hng v c tnh sn phm clear Bc H

23

a
nh giaveta
c dung cu
a sa
n pha
m
gia
m rung to
c

16.25

kho
ng cay ma
t

17.5

37.5

23.75

22.5

16.25 13.75

s ma
t lanh da a
u 013.75 21.25
tnh na
ng trga
u 3.755 15
hng thm

21.25

20%

22.5

a
nh giatha
p nha
t

10

65

3
4

55

106.25 15
0%

20

42.5
40%

a
nh giacao nha
t

26.25

60%

80%

100%

Biu 2.12 nh gi ca khch hng v c tnh sn phm clear Bc H

Qua th v bng biu 2.12 ta thy:
-

Tc dng ca du gi u clear bc h c nh gi cao nht v mc

tng i hi lng l mt lnh da u chim ti 65% v 21.25 % khch hng
c hi. nh vy kh nng mt lnh da u c khch hng hi lng gn
nh l tuyt i.

Tnh nng tr gu ca sn phm cng c nh gi rt cao chim t l

76.25%. s khch hng thy tnh nng tr gu ca sn phm mc bnh
thng l 21.25% v mc thp l 18.9%. Nh vy, s lng khch hng
nh gi khng cao v tnh nng tr gu ca sn phm cn tng i nhiu khi
m tc dng chnh ca sn phm l tr gu. Cng ty cn xem xt v a ra ci
tin mi cho sn phm.

Tc dng khng cay mt v gim rng tc c khch hng nh gi thp

nht v tm hi lng tng ng vi 53.75% v 33.75% nhng mc tng
i hi lng v hi lng nht li chim t l qu nh. Nh vy, sn phm ca
cng ty vn cha mang li nhiu hi lng cho khch hng.

Loi hnh khuyn mi khch hng yu thch nht khi mua sn phm
loai hnh khuye
n ma
i cu
a sa
n pha
m makha
ch ha
ng thch nha
t

kha
c

9%

Ta
ng da
u xa

35%

Ru
t tha
m tru
ng th
ng

16%

The
m dung lng sa
n pha
m

23%

Ta
ng kha
n ta
m

24

18%
%

10%

20%

30%

40%

Biu 2.13 Loi hnh khuyn mi khch hng thch nht

Trong cc loi hnh khuyn mi dnh cho du gi u clear bc h, loi hnh
khuyn mi bng du x c phn ln khch hng thch nht vi t l 35% (28 trn
80 ngi c kho st), bi tng du x l loi hnh khuyn mi thit thc nht, c
th p ng c nguyn vng ca khch hng khi dng sn phm. Cng vi loi
hnh khuyn mi ny th khuyn thm dung lng sn phm cng c khch hng
thch vi t l 23% (18 trn 80 khch hng c kho st). Theo sau hai loi hnh
khuyn mi ny l khuyn mi tng khn tm v rt thm trng thng vi t l ln
lt 18% v 16%. Loi hnh khuyn mi rt thm trng thng tuy vin vng v kh
nng trng thng l r t (khong 1%) nhng vn c mt t khch hng no thch
th vn may ca mnh, cng l mt tnh cch ca ngi vit nam ta.
2.3 Nhn xt chung
2.3.1 u im
Qua cuc kho st ca nhm v sn phm Clear bc h nhm thy mt s u
im ni bt ca sn phm nh sau:
-

Vi mc trung thnh ca khch hng rt cao chim t l 65% c th hiu c

100 ngi s dng sn phm Clear bc h th c ti 65 ngi vn ang s
dng sn phm ny. Cho thy khch hng kh hi lng v sn phm ny,
hiu ro hn v quyt nh mua hng ca khch hng th chng ta co th thy
vi cc yu t c tnh sn phm c khch hng nh gi rt cao vi 4,34/5
im tng ng vi 87%, ch tiu ny cho ta bit khch hng gn nh hi lng
v nhng c tnh ca sn phm ny iu ny gii thch ti sao khch hng li
kh trung thnh vi Clear bc h. Cn mt mt na khin khch hng kh

25

trung thnh l thng hiu ca Clear bc h iu ny th hin 3,83/5 im

tng ng 77%.
-

Knh phn phi cng l th mnh ca Clear bc h v ca hng tp ha v siu

th l ni cc p vin nh gi thng xuyn mua nht. Ca hng tp ha v
siu th gn nh l c khp ni nn vic khch hng tm mua sn phm rt l
d, hai knh phn phi ny ca Clear bc h l rt hiu qu.

Mt u im na ca Clear bc h l knh qung co vi hai knh c nh

gi cao nht l tivi v bn b, ngi thn. Tivi l mt knh qung co rt hiu
qu nht i vi cc sn phm tiu dung, cn bn b ngi than l mt knh
gip Clear bc h nh v trong tm tr khch hng. Vi t l 90% i vi
knh qung co tivi v 60% l bn b ngi thn th chng ta c th nhn thy
Clear bc h qung b sn phm ca mnh rt hiu qu.

Thng hiu Univer l mt thng hiu c nhiu khch hng bit ti, l
mt thng hiu kh ni ting trong th trng tiu dng. Theo kt qu nghin
cu th khi quyt nh mua sn phm th yu t quyt nh mua l thng hiu
ni ting chim mt t trng kh cao khin khch hng mua sn phm clear,
vy vi li th l mt thng hiu ni ting cng mang li nhiu u im gip
cho sn phm clear bc h c nhiu khch hng quan tm.

hiu r hn v u im ca Clear bc h chng ta s xem xt v nhng c

tnh sn phm. c tnh tr gu c nh gi rt cao l 55% chn thang im
cao nht, iu ny cho thy tnh nng tr gu ca Clear bc h l rt tt. Mt
c tnh na khin cho Clear bc h khc bit so vi cc sn phm khc khi
65% khch hng chn thang im cao nht. Hai c tnh ny lm cho Clear
bc h thc s khc bit so vi cc sn phm khc.

V tui th u im ca sn phm l nhm khch hng mc tiu hng ti

l tui tr v y s l nhng th h ca tng li vi tng 68,8% p vin
c tui t 18-35 tui. i tng ch yu l hc sinh, sinh vin, ni tr. R
rng l Clear bc h kh thnh cng vi phn khc khch hng tr iu ny.
y l th mnh ca Clear bc h m cn c pht huy.

26

Ngoi ra sn phm clear bc h a dng dung tch sn phm cng l mt u

im gip khch hng c c nhiu s chn la trong khi quyt nh mua

2.3.2 Nhc im
Bn cnh nhng u im trn th Clear bc h vn c nhng nhc im m
cn c khc phc, ci tin sn phm ny c nhiu khch hng tiu dng hn
nhm nng cao th phn ca mnh. Sau y l mt s nhc im cn quan tm:
-

Ch l mt knh phn phi kh hiu qu v n thit thc nht i vi cc sn

phm tiu dng, trong khi Clear bc h vn cha tn dng c knh phn
phi ny mt cch ti a. Thit ngh doanh nghip cn phi tm hiu nguyn
nhn a ra gii php knh phn phi ny thc s mang li doanh thu
cao hn cho doanh nghip.

Khuyn mi ca Clear bc h cng c nh gi khng cao khi n ch c

2,59/5 im vi hnh thc khuyn mi tng thm dung lng l 2,25/5 im.
iu ny cho thy khch hng cha hi lng v khuyn mi v hnh thc
khuyn mi.

Ngy nay khi m cc sn phm tiu dng ang ngy cng tin ti gn ngi
tiu dng hn trong khi Clear bc h vi hnh thc tip th trc tip chim
mt t l rt khim tn l 26,3%

Nhc im na ca Clear bc h l cay mt, lm rng tc. Cc c tnh ny

cn c ci tin v n c th gp phn lm suy gim th phn ca Clear bc
h khi ngy cng nhiu sn phm du gi mi c ra i.

&CHNG 3&
GII PHP XUT
27

3.1 Gii php

Sn phm : Trn th trng hin nay ang tn ti rt nhiu sn phm clear bc
h, nh: clear mt lnh bc h, clear men bc h, clear tr gu bc h.mi loi sn
phm ny u p ng c tng i nhng k vng m khch hng yu cu,. Tuy
nhin, vn cn mt s c tnh ca sn phm m khch hng khng hi lng, t
lm gim mt phn no s tin dng ca khch hng dnh cho sn phm. duy
tr v cng c s tin dung ca khch hng, th nht: sn phm cn duy tr nhng c
tnh tt ca mnh, nhng c tnh lm cho khch hng cm thy hi lng nh: s mt
lnh da u, kh nng tr gu ng thi nng cao cht lng, ci tin sn phm
nhng c tnh m khch hng cm thy khng hi lng lm nh: s cay mt mi khi
dng, dng tc, tc mau kh..; th hai cn to ra mt loi sn phm hon chnh kt
hp tt cc c tnh ca cc loi sn phm thuc dng clear bc h.
H thng knh phn phi : Sn phm clear bc h c knh phn phi rng
ln, mnh trong a bn thnh ph H Ch Minh khi clear bc h c by bn trong
hu ht cc siu th v tp ha, nhng ni m a phn khch hng hay li ti. Tuy
nhin, vn cn nhng ni m khch hng, ngi tiu dng thng lui ti nhiu thm
tr hn c siu th v ca hng tp ha th sn phm phn phi dnh cho n li t,
chng hn nh ch. Cn c chin lc pht trin knh phn phi ton din, ng u
hn gia cc ni, t lm cho khch hng c th mua hay quan st, tm hiu mi
lc mi ni khch hng ti.
Chng trnh khuyn mi : Trong x hi hin nay, khi nhn thc v nhu cu
tiu dng ca ngi dn tng cao th nhng khuyn mi nh: rt thm trng thng,
tng khn tm khng cn l la chn hng u ca khch hng na, bi nhng
khuyn mi mt phn khng tt bng do mnh mua, phn khc l kh c kh nng
trng thng (xc sut trng ch 1%), nu trng th cng kh khn trong vic nhn
qu. Cn a ra nhng chng trnh khuyn mi thc t hn, ph hp hn chng hn
nh thm dung lng sn phm, tng du x km theo hay nhng phn qu ln hn
mt cht nh mua 3 chai du gi clear bc h tng mt bch x phng omo c ln,
hay chai thuc ty c nh.. Chng trnh khuyn mi ng mt phn khng nh

28

trong vic mua v tiu dng sn phm ca khch hng. Nhiu doanh nghip thnh
cng trong vic thu ht khch hng tiu th t lm tng thm th phn tiu th
thong qua cc trng trnh khuyn mi ca mnh (v d: thng hiu laptop
HP,cocacola). V th cn phi nng cao hn v chng trnh khuyn mi dnh cho
sn phm clear bc h.
Chiu th : Khch hng tiu dng sn phm hu nh ch bit sn phm qua
tivi, bn b v ngi thn, bng chng l n chim ti 150% trong knh qung co,
Trong khi cc knh qung khc nh bo, tp tr, qung co ngoi tri li t c bit
ti, khng ch l mt iu ph phm trong vic khng bit tn dng nhng phng
tin c th qung co. Cn c chnh sch pht trin ph hp cc knh qung co
ny, knh qung co no to c v th, pht trin tt th tip tc duy tr. Nhng
knh qung co t c khch hng ch th nn u t, to ra hnh thc qung n
tng, ngn gn nhng cht lng hn.

KT LUN
29

Thng qua vic nghin cu ti ba qun thnh ph H Ch Minh, nhn chung

cc khuynh hng cng nh s thch ca khch hng ti Vit Nam khi mua sn phm
du gi clear bc h l:
Khch hng nh gi cao v c tnh sn phm clear bc h. c bit c tnh
tr gu, mt da u ca sn phm c khch hng rt a thch.
Khch hng thng c thi quen xem qung co v du gi u, cc knh
thng tin m khch hng tip cn vi sn phm du gi l truyn hnh, bn b ngi
thn.
Hnh thc khuyn mi tng thm du x c khch hng thch nht
Nhn chung, khch hng khng quan tm nhiu n ch mua sn phm clear
bc h mt a im bn c nh v cng khng quan tm nhiu ti mc gi ca
sn phm khi la chn mua m h li quan tm nhiu ti vn c tnh ca sn
phm.
Xt k hn, gia nhng khch hng c c tnh khc nhau, kin i vi mi
vn v sn phm cng c s khc nhau. Da trn nhng s khc bit ny, ti
nu bt nhng li ch ch yu ca sn phm em li cho khch hng, nhng l do to
s tin tng cho khch hng mc tiu v nhng nhc im m nhn hiu nn khc
phc. Da vo nhng nhc im ca sn phm th nhm ra nhng gii php
khc phc gip cho khch hng trung thnh vi nhn hiu clear bc h v lun hi
lng v thch th khi s dng sn phm clear bc h.

TI LIU THAM KHO

30

1. TS. Nguyn Minh Tun, TS. Bi Vn Quang. Nghin Cu Marketing.

TPHCM: i hc Cng Nghip TPHCM
2.

PGS. TS. Nguyn Vit Lm Gio Trnh Nghin Cu Marketing. TPHCM:

i hc Kinh t quc dn

3. TS. Nguyn Minh Tun, H Trng Quang. X l d liu nghin cu vi SPSS

for Windows. TPHCM: i hc Cng Nghip TPHCM

4. Nguyn nh Th.Nghin cu marketing: Gia dc 2002

5. TS. Nguyn Vn Ngc. Gio trnh-Bi ging-Gio n Gio Trnh Nghin Cu

Marketing.

6. http://chudoanhnghiep.com/forum/archive/index.php/t-2311.html
7. Website www.unilever.com

8. www.clear.com
9. www.nhasachkinhte.net/nghien-cuu-tiep-thi---marketing-research

10. htpp://tailieu.com.vn

31