W&S Nghien Cuu Cuoc Van Dong Nguoi Viet Nam Uu Tien Dung Hang Viet Nam 2013 2

Tc ng ca chng trnh
Ngi Vit Nam u tin dng hng Vit Nam

n hnh vi mua hng ca ngi tiu dng
Vit nam
Thi gian kho st:18.02 28.02.2013
Da trn nhm p vin trc tuyn Vinaresearch
Thng 4 nm 2013
A. Mc tiu nghin cu
Tn cuc nghin cu: "Tc ng ca chng trnh Ngi Vit Nam u tin dng hng Vit Nam n
hnh vi mua hng ca ngi tiu dng Vit Nam".
Mc tiu nghin cu :
1. Nhn bit ca ngi tiu dng v cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam.
2. Khm ph thi quen cng nh hnh vi tiu dng hng Vit ca ngi tiu dng.
3. Tm hiu v nh gi v thi ca ngi tiu dng i vi hng Vit.
4. Nhn bit v nh gi ca i tng nghin cu v trang web Dunghangviet.vn.
B. Phng php v mu nghin cu
Phng php kho st
: Nghin cu trc tuyn (internet)
Thi gian kho st
: 18.02 28.02.2013
S mu kho st
: 518
i tng kho st
: Nam v N t 16 tui tr ln
a im kho st
: Ton quc
Phng php chn mu
: Ngu nhin, da trn nhm p vin trc tuyn hn 110.000 thnh vin.
Qun l mu
: Tnh xc thc mu nghin cu c kim sot bi quy trnh qun l p
vin trc tuyn ca Cng ty TNHH W&S, thnh vin Hip hi Nghin cu th trng th gii (ESOMAR).
(Tham kho thm ti chnh sch cht lng p vin & cu tr li ca Cng ty TNHH W&S cho 26 cu hi ca Esomar v nhm
p vin trc tuyn ti website cng ty).
C. Thng tin p vin

Gii tnh
tui
49.0
47.3
52.7
26.1
24.9
25 - 29 tui (n=135)
T 30 tui tr ln (n=129)
Nam (n=245)
N (n=273)
Di 25 tui (n=254)
Thu nhp gia nh hng thng

37.3
Trnh hc vn
71.6
33.8
29.0
10.0
6.2
Thu nhp thp
(n=150)
Thu nhp trung

bnh (n=193)
Thu nhp cao

(n=175)
(*) Cc thang thu nhp c tnh nh sau:

- Thu nhp thp: T 7.000.000 VN tr xung
- Thu nhp trung bnh: 7.000.001 - 15.000.000 VN
- Trung nhp cao: Trn 15.000.000 VN
Trn i hc
(n=32)
i hc
(n=371)
Cao ng
(n=52)
5.4
6.0
Trung cp
(n=28)
Trung hc
ph thng
(n=31)
0.8
Khc (n=4)
VT: %
C. Thng tin p vin

Gii tnh vs. cc thng tin khc
Tn s (n)
Tng
Nam
Tn sut (%)
Tn s
Tn sut (%)
518
245
47.3
273
52.7
Di 25 tui
254
126
49.6
128
50.4
25 - 29 tui
135
64
47.4
71
52.6
T 30 tui tr ln
129
55
42.6
74
57.4
32
13
40.6
19
59.4
tui
Trnh hc vn
Trn i hc
i hc
371
172
46.4
199
53.6
Cao ng
52
25
48.1
27
51.9
Trung cp
28
15
53.6
13
46.4
Trung hc ph thng
31
18
58.1
13
41.9
50.0
50.0
Thu nhp thp
150
82
54.7
68
45.3
Thu nhp trung bnh
193
96
49.7
97
50.3
Thu nhp cao
175
67
38.3
108
61.7
3 ngi tr xung
138
58
42.0
80
58.0
4 - 5 ngi
298
151
50.7
147
49.3
82
36
43.9
46
56.1
Khc
Thu nhp gia nh hng thng
Tng thnh vin trong gia nh
Trn 5 ngi
D. Tm tt nghin cu
[1] Cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam
94.7% ngi tham gia kho st c bit n cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam. Trong
, c 47.5% Bit rt r v chng trnh v 47.2% Bit v chng trnh nhng khng r lm.
Truyn hnh c la chn l knh thng tin hng u gip ngi tiu dng bit n chng trnh Ngi Vit
Nam u tin dng hng Vit Nam, vi 86.3% ngi c hi cho bit h tip nhn thng tin v chng trnh
thng qua knh ny. Bo ch (78.0%) ng v tr th hai v v tr tip theo l Cc tuyn truyn (57.5%) v Cc
bng rn, p phch vn ng (52.7%).
C trung bnh 100 ngi tiu dng c hi th c hn 67 ngi tin tng vo chng trnh Ngi Vit Nam u
tin dng hng Vit Nam. Trong , Mc tin tng ni chung chim hn mt na nhng ngi tham gia
kho st v Mc tin tng hon ton vo cuc vn ng chim 14.9%. ng thi, vic nm r thng tin v
cuc vn ng cng gp phn gip ngi tiu dng nng cao mc tin tng vo chng trnh hn.
Tuy nhin, nhiu ngi tiu dng cho bit cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam vn cn
kh nhiu hn ch. Gn 50% ngi tham gia kho st ng rng cuc vn ng c Quy m tuyn truyn vn
cha rng. Cc hn ch tip theo ln lt l Thng tin a ra c phn cha xc thc v khng thuyt
phc ngi mua hng (45.8%), Hng Vit Nam khng thc s tt ln nh tuyn truyn cp (44.1%) v
Ni dung tuyn truyn vn cn rt m h (41.8%).
69.3% ngi Chc chn s ng h hng Vit sau khi bit n chng trnh Ngi Vit Nam u tin dng hng
Vit Nam. Ch c 0.8% ngi tiu dng quyt nh Khng ng h hng Vit khi bit thng tin v cuc vn ng.
L do ng h hng Vit Nam gia hai nhm Chc chn ng h v S cn nhc ng h sau khi bit v cuc vn
ng kh khc nhau. i vi nhm chc chn, v mun Th hin lng yu nc v Mun thc y nn kinh t
pht trin l cc l do c la chn nhiu nht, ln lt chim t l 30.1% v 29.5%. Nhm cn li s Ty thuc
vo gi c v cht lng a ra quyt nh (67.7%).
D. Tm tt nghin cu
[2] Thi quen v hnh vi tiu dng hng Vit
Gn 9 trn 10 ngi tiu dng c hi cho bit c th nhn bit c hng Vit. Hn 50% cho bit h nhn bit
ch yu thng qua Bao b (53.7%). Cc du hiu nhn bit c la chn tip theo ln lt l Mu m (16.4%) v
Ghi ch trn sn phm (16.2%).
Gi c, Cht lng v Thnh phn sn phm l ba thng tin phn ln ngi tiu dng quyt nh u tin tm
hiu theo kt qu kho st. Trong , Gi c chim v tr hng u v thng tin h u tin tm hiu nht (chim
24.5%). Cht lng sn phm l thng tin u tin tm hiu th hai (chim 16.6%) v Thnh phn sn phm l
thng tin c u tin tm hiu th ba (chim 12.9%).
7 trn 10 ngi tham gia kho st cho bit h s tm hiu cc thng tin v sn phm thng qua Cc trang tm
kim trn mng Internet (72.8%). Bn b (53.9%), Website nh sn xut (51.9%) hay Nhn vin bn hng
(51.0%) s l knh tip theo ngi tiu dng tham kho cc thng tin v sn phm h quan tm.
Gn 76% ngi c hi cho bit h thng xuyn s dng hng Vit. Trong , t l ngi s dng vi mc
Rt thng xuyn chim t l 13.7% v Thng xuyn t 62.0%.
[3] nh gi v thi ca ngi tiu dng i vi hng Vit

Phn ln ngi tiu dng tham gia kho st u nhn nh rng: nhn chung, Hng Vit Nam c xu hng tt
hn trong thi gian gn y, chim t l 91.7%. Tuy nhin, cng c khong 1.5% nh gi v xu hng xu i ca
hng Vit.
D. Tm tt kho st
[3] nh gi v thi ca ngi tiu dng i vi hng Vit
Khi c hi v cht lng hng Vit so vi hng ngoi, nh gi ca ngi tiu dng kh a dng v tu thuc
vo cc mt hng khc nhau. Trong , mt hng Lng thc, thc phm c nh gi tt hn hng ngoi,
chim 54.5% tng la chn. Ngc li, cc sn phm nh Thit b in, in t c nh gi l km hn hn
so vi hng ngoi, chim 63.5%.
Xp x mt na ngi tiu dng c hi cho bit h cm thy hi lng sau khi dng hng Vit, chim 46.3%. Tuy
nhin, 56.9% p vin cng la chn mc Bnh thng trong thang o hi lng ca h sau khi s dng hng
Vit.
i vi cc mt hng Vit, p vin c s cn nhc v la chn khc nhau sau khi bit r v cht lng. Vn
phng phm, Hng may mc v Lng thc, thc phm l ba mt hng trong nc m ngi tiu dng chp
nhn mua v s dng mc d bit cht lng khng tt, ln lt chim t l 68.5%, 56.4% v 47.3%. Ngc li,
phn ng ngi c kho st cho bit h s khng cn nhc i vi cc sn phm nh Thuc v dng c y t
(12.7%), Phng tin vn chuyn (11.0%) v Thit b in, in t (9.3%).
L do cc p vin chn mua 4 loi mt hng km cht lng c s khc nhau. Trong , v Mun ng h hng
Vit v Gi c thp l cc l do hng u tin khin h chp nhn cc sn phm dng gia nh v Hng may
mc. i vi Lng thc, thc phm th 43.9% la chn v do quen dng mt hng Vit ny, v 61.3%
nhng ngi c hi cng cho bit h chn mua cc loi Vn phng phm v Khng quan tm lm n vn
cht lng.
Hu ht nhng ngi c hi cho bit s tip tc s dng hng Vit, chim 98.0%. Cht lng ph hp vi gi
c l l do hng u khin ngi tiu dng tip tc la chn hng Vit s dng (76.1%). Cht lng cha p
ng c yu cu nhng mua ng h hng Vit (40.9%) v Sn phm Vit Nam c thng hiu tt, uy
tn trn th trng (36.4%) l cc l do tip theo.
D. Tm tt kho st
[4] Trang web Dunghangviet.vn
Trung bnh 3 trn 10 ngi c hi cho bit h l c gi quen thuc ca trang web Dunghangviet.vn, 7 ngi
cn li cho bit h Cha tng bit v website ny v khng c ai Bit n website nhng cha tng gh qua.
Trong nhm c gi quen thuc, c n 99.4% tm c nhng thng tin hu ch v hng Vit trn trang web ny.
Khi c hi v nhng im trang web cn ci tin p ng nhu cu tm hiu hng Vit Nam ca ngi tiu
dng, 65.8% cc c gi thng xuyn ca trang web cho bit Dunghangviet.vn nn Thng tin nhiu sn phm
cht lng hay cn nhc v vic tng thm Nhiu chng trnh khuyn mi ln (61.4%), M thm knh bn
hng phn phi hng Vit (56.3%) v Thng tin v a im mua hng (54.4%).
BO CO CHI TIT
10
PHN 1
Cuc vn ng Ngi Vit Nam u tin dng
hng Vit Nam
1.
2.
3.
4.
5.
6.
11
Nhn bit chung v chng trnh

Knh thng tin bit n chng trnh
Mc tin tng vo cuc vn ng
Hn ch ca cuc vn ng
mun ng h hng Vit sau khi bit v cuc vn ng
L do mun ng h hng Vit sau khi bit v cuc vn ng
1. Nhn bit chung v chng trnh

94.7% ngi tham gia kho st c bit n chng trnh Ngi Vit Nam u tin dng hng
Vit Nam
Phn ln ngi tiu dng u bit n chng trnh Ngi Vit Nam u tin dng hng Vit Nam (94.7%). T l ngi Bit
rt r chng trnh ny tng ng cho tng tui l: Di 25 tui (44.9%), 25 29 tui (51.9%), T 30 tui tr ln (58.9%).
Hnh 1. Nhn bit chng trnh (n=547)
Hnh 2. Nhm bit n chng trnh v tui (n=518)
5.3
47.2
47.5
n = 518
25 - 29 tui (n=135)
Di 25 tui (n=254)
Bit rt r
Bit nhng khng r lm
Cha tng nghe
Q. Vui lng cho bit bn c bit v chng trnh "Ngi Vit Nam u tin dng hng Vit Nam" khng? [SA]
Q. Vui lng cho bit thng tin v ngy sinh ca bn? [SA]
12
41.1
48.1
55.1
Bit nhng khng r lm
58.9
51.9
44.9
Bit rt r
(VT: %)
2. Knh thng tin bit n chng trnh [1]

Truyn hnh c la chn l knh thng tin hng u gip ngi tiu dng bit n chng
trnh Ngi Vit Nam u tin dng hng Vit Nam.
86.3% ngi tiu dng tip nhn thng tin v chng trnh thng qua knh Truyn hnh. Bo ch (78.0%) ng v tr th hai
v v tr tip theo l Cc tuyn truyn (57.5%) v Cc bng rn, p phch vn ng (52.7%). Gia nam v n, t l nhn
bit chng trnh qua cc knh thng tin khng qu khc bit.
Hnh 3. Knh thng tin bit n chng trnh (n=518)
Cc tuyn truyn
Bn b / ng
"Ngi Vit Nam Cc bng rn, p Cc chng
u tin dng
phch vn ng trnh khuyn mi
nghip
hng Vit Nam"
57.5
52.7
42.5
32.4
Truyn hnh
Bo ch
Tng (n=518)
Nam (n=245)
86.3
78.0
86.9
79.6
55.1
47.8
37.1
32.2
N (n=273)
85.7
76.6
59.7
57.1
47.3
32.6
Q. Vui lng cho bit bn bit chng trnh "Ngi Vit Nam u tin dng hng Vit Nam" qua nhng knh thng tin no? [MA]
13
Ngi thn
Cc trang web
ngoi
dunghangviet.vn
23.6
19.5
22.0
22.0
24.9
17.2
(VT: %)
2. Knh thng tin bit n chng trnh [2]

Vi cc tui khc nhau, Truyn hnh vn l knh thng tin v chng trnh ph bin nht.
88.2% p vin di 25 tui, 85.9% p vin t 25 29 tui v 82.9% p vin t 30 tui tr ln cho bit Truyn hnh l knh
thng tin gip h bit n chng trnh Ngi Vit Nam u tin dng hng Vit Nam.
Hnh 4. tui v knh thng tin bit n chng trnh (n=518)

Di 25 tui (n=254)
100.0
25 - 29 tui (n=135)
80.0
60.0
40.0
20.0
0.0
Di 25 tui (n=254)
88.2
77.2
Cc hot
ng
tuyn
truyn
"Ngi
Vit Nam
u tin
dng hng
Vit Nam"
56.3
55.1
42.1
30.7
22.8
16.9
11.8
0.4
25 - 29 tui (n=135)
85.9
79.3
54.1
47.4
44.4
39.3
25.9
21.5
23.0
0.0
82.9
78.3
63.6
53.5
41.1
28.7
22.5
22.5
18.6
1.6
Truyn
hnh
Bo ch
Cc bng
rn, p
phch vn
ng
Cc
chng
trnh
khuyn
mi
Bn b /
ng
nghip
Ngi
thn
Cc trang
web khc
(khng
phi
dunghang
viet .vn)
Trang web
dunghang
viet .vn
Khc
Q. Vui lng cho bit bn bit chng trnh "Ngi Vit Nam u tin dng hng Vit Nam" qua nhng knh thng tin no? [MA]
14
(VT: %)
3. Mc tin tng vo cuc vn ng [1]

C trung bnh 100 ngi tiu dng c hi th c hn 67 ngi tin tng vo cuc vn
ng Ngi Vit Nam u tin dng hng Vit Nam.
Trong , mc tin tng ni chung chim hn mt na nhng ngi tham gia kho st v mc tin tng hon ton vo
cuc vn ng chim 14.9%. Khi xt v gii tnh, mc tin tng ca nam l 69.4% v n l 65.5%.
Hnh 5. Mc tin tng vo chng trnh

ni chung (n=518)
Hon ton tin tng
Hnh 6. Gii tnh v mc tin tng vo

chng trnh (n=518)
14.7
14.9
15.0
Tin tng
67.4%
Bnh thng / khng bit
69.4%
65.5%
52.5
54.7
50.5
29.5
27.3
31.5
2.9
2.9
Nam (n=245)
N (n=273)
Khng tin tng

Hon ton khng tin tng
2.9
Tng
Q. Vui lng nh gi mc tin tng ca bn vo cuc vn ng "Ngi Vit Nam u tin dng hng Vit Nam"? [SA]
Q. Vui lng cho bit v gii tnh ca bn? [SA]
15
(VT: %)

1/5 nhm tui t 30 tr ln cho bit h hon ton tin tng vo cuc vn ng ny.
C ba nhm tui u c mc tin tng kh cao vo cuc vn ng vi t l tng ng l 65.3% (nhm di 25 tui),
68.2% (nhm 25 29 tui) v 70.6% (nhm t 30 tui tr ln).
Hnh 7. tui v mc tin tng vo chng trnh (n=518)
Hon ton tin tng
10.6
17.8
20.2
Tin tng
Bnh thng / khng bit
54.7
65.3%
68.2%
70.6%
50.4
50.4
31.1
30.4
25.6
3.1
1.5
3.9
Di 25 tui (n=254)
25 - 29 tui (n=135)
Khng tin tng
16
(VT: %)

Vic nm r thng tin v cuc vn ng gip ngi tiu dng nng cao mc tin tng
vo chng trnh.
Nhn chung, mc tin tng ca hai nhm Bit rt r v Bit nhng khng r lm ln lt chim t l kh cao, 84.2% v
50.4%. Tuy nhin, vn c khong 1.9% nhm Bit rt r khng tin tng vo cuc vn ng Ngi Vit Nam u tin dng
hng Vit Nam.
Hnh 8. Cc nhm nhn bit v mc tin tng vo chng trnh (n=518)
Hon ton tin tng
4.3
25.4
Tin tng
46.1
50.4%
Bnh thng / khng bit
84.2%
58.8
Khng tin tng

45.3
13.8
3.9
1.9
Nhm bit nhng khng r lm (n=258)
Nhm bit rt r (n=260)
17
(VT: %)
4. Hn ch ca cuc vn ng [1]
Nhiu ngi tiu dng cho bit cuc vn ng Ngi Vit Nam u tin dng hng Vit
Nam vn cn kh nhiu hn ch.
Gn 50% ngi tham gia kho st ng rng cuc vn ng c Quy m tuyn truyn vn cha rng. Cc hn ch tip
theo ln lt l Thng tin a ra c phn cha xc thc v khng thuyt phc ngi mua hng (45.8%), Hng Vit
Nam khng thc s tt ln nh tuyn truyn cp (44.1%) v Ni dung tuyn truyn vn cn rt m h (41.8%).
Hnh 9. Hn ch ca cuc vn ng (n=518)
49.9
45.8
44.1
41.8
6.8
2.9
2.3
Quy m tuyn truyn Thng tin a ra cha Hng Vit Nam khng Ni dung tuyn truyn Nhng hn ch khc
vn cha rng
c xc thc v khng thc s tt ln nh
vn cn rt m h
thuyt phc ngi
tuyn truyn cp
mua hng
Ti khng r / khng Khng c hn ch no

bit
trong chin dch tuyn
truyn ny
Q. Vui lng cho bit suy ngh ca bn v cc hn ch ca cuc vn ng "Ngi Vit Nam u tin dng hng Vit Nam"? [MA]
18
(VT: %)
C s khc bit gia nam v n trong nh gi v cc mt hn ch ca cuc vn ng.
Trong khi nhm nam gii cho rng Quy m tuyn truyn vn cha rng l im hn ch nht ca cuc vn ng ny
(53.5%), th i vi n li l cht lng sn phm - Hng Vit Nam khng thc s tt nh tuyn truyn cp (47.3%).
Hnh 10. Gii tnh v nh gi hn ch cuc vn ng (n=518)

60.0
40.0
20.0
0.0
Quy m tuyn
truyn vn
cha rng
Thng tin a
ra cha c xc
thc v khng
thuyt phc
ngi mua
hng
Ni dung tuyn
truyn vn cn
rt m h
Hng Vit Nam

khng thc s
tt ln nh
tuyn truyn
cp
Nhng hn ch
khc
Ti khng r /
khng bit
Khng c hn
ch no trong
chin dch
tuyn truyn
ny
Nam (n=245)
53.5
46.5
43.7
40.4
1.2
7.3
4.5
N (n=273)
46.5
45.1
39.9
47.3
3.3
6.6
1.5

19
(VT: %)
Nhng nh gi v hn ch ca cuc vn ng ca hai nhm tui t 25 29 v trn 30 kh
tng ng nhau.
52.6% nhm 25 29 tui v 48.8% nhm t 30 tui tr ln c cng quan im rng im hn ch nht ca cuc vn ng l
Quy m tuyn truyn cha rng. Trong khi , Thng tin a ra cha c xc thc v khng thuyt phc ngi mua
hng li c chn theo kin ca mt na nhm di 25 tui.
Hnh 11. tui v nh gi hn ch cuc vn ng (n=518)

60.0
40.0
20.0
0.0
Di 25 tui (n=254)
Thng tin
a ra cha
c xc thc
v khng
thuyt phc
ngi mua
hng
50.0
25 - 29 tui (n=135)
39.3
52.6
43.7
47.4
3.7
6.7
1.5
44.2
48.8
35.7
42.6
1.6
6.2
3.9
Quy m tuyn
truyn vn
cha rng
Ni dung
tuyn truyn
vn cn rt
m h
Hng Vit
Nam khng
thc s tt
ln nh tuyn
truyn cp
Nhng hn
ch khc
Ti khng r /
khng bit
Khng c hn
ch no trong
chin dch
tuyn truyn
ny
48.8
43.7
42.9
2.0
7.5
3.1
20
(VT: %)
53.8% nhng ngi bit r v chng trnh chn Quy m tuyn tuyn cha rng l im
hn ch ca cuc vn ng.
Thng tin a ra cha c xc thc v khng thuyt phc ngi mua hng v Hng Vit khng thc s tt nh tuyn
truyn cp l cc im hn ch tip theo, cng chim 42.7% la chn.
Hnh 12. Nhn bit v nh gi hn ch cuc vn ng (n=518)

60.0
53.8
42.7
42.7
39.2
40.0
20.0
4.6
5.0
Ti khng r /
khng bit
Khng c hn ch
no trong chin
dch tuyn truyn
ny
3.1
0.0
Thng tin a ra
Quy m tuyn
Hng Vit Nam
Ni dung tuyn
Nhng hn ch
cha c xc thc truyn vn cha khng thc s tt truyn vn cn rt
khc
v khng thuyt
rng
ln nh tuyn
m h
phc ngi mua
truyn cp
hng
21
(VT: %)
5. mun ng h hng Vit sau khi bit v cuc vn ng [1]

69.3% ngi chc chn s ng h hng Vit sau khi bit n cuc vn ng Ngi Vit
Nam u tin dng hng Vit Nam.
Ch c 0.8% ngi tiu dng quyt nh khng ng h hng Vit khi bit thng tin v cuc vn ng. Trong , t l ny nam
l 1.2% v n l 0.4%.
Hnh 13. mun ng h hng Vit

(n=518)
Hnh 14. Gii tnh v mun ng h hng Vit

(n=518)
0.8
29.9
69.3
Chc chn s ng h
S cn nhc
Hon ton khng ng h
N (n=273)
69.6
30.0
0.4
Nam (n=245)
69.0
29.8
1.2
Chc chn s ng h
S cn nhc

Q. Sau khi bit v cuc vn ng "Ngi Vit Nam u tin dng hng Vit Nam" th bn c mun ng h hng Vit khng? [SA]
22
Hon ton khng ng h
(VT: %)

a phn ngi c hi cc nhm tui v thu nhp u ng ng h hng Vit sau khi
bit v cuc vn ng ny.
T l chc chn s ng h hng Vit kh cao tt c cc nhm tui v thu nhp. Trong , nhm tui t 30 tr ln v nhm
thu nhp cao c t l chc chn ng h cao nht, ln lt chim 76.0% v 74.9%.
Hnh 15. tui v mun ng h hng Vit

(n=518)
0.8
34.6
0.7
0.8
27.4
23.3
Hnh 16. Thu nhp gia nh v mun ng h hng Vit

(n=518)
0.6
2.0
30.0
34.7
68.0
65.3
Thu nhp thp

(n=150)
Thu nhp trung

bnh (n=193)
24.6
Hon ton khng ng h

S cn nhc
64.6
Di 25 tui
(n=254)
71.9
25 - 29 tui
(n=135)
76.0
T 30 tui tr
ln (n=129)
Chc chn s ng h
Q. Vui lng cho bit thu nhp bnh qun hng thng (trc thu) ca GIA NH bn? [SA]
23
74.9
Thu nhp cao

(n=175)
(VT: %)

Vic nm r thng tin v cuc vn ng gip ngi tiu dng nng cao mc chc chn
ng h n.
i vi Nhm bit rt r v chng trnh, t l Chc chn ng h hng Vit sau khi bit v cuc vn ng ln n 83.8%,
trong khi i vi Nhm bit nhng khng r lm, t l ny ch t 54.7%.
Hnh 17. Cc nhm nhn bit v mun ng h (n=518)
0.4
1.2
15.8
44.2
Hon ton khng ng h

S cn nhc
Chc chn s ng h
83.8
54.7
Nhm bit rt r (n=260)
Nhm bit nhng khng r lm (n=258)
24
(VT: %)
6. L do mun ng h hng Vit sau khi bit v cuc vn ng

L do ng h hng Vit Nam gia hai nhm chc chn v cn nhc ng h sau khi bit
v cuc vn ng kh khc nhau.
L do hng u ca nhm chc chn ng h chng trnh l v mun Th hin lng yu nc (30.1%) v Mun thc y
nn kinh t pht trin (29.5%). Nhm cn li s Ty thuc vo gi c v cht lng a ra quyt nh (67.7%).
Hnh 18. Top 5 l do ca nhm chc chn

s ng h (n=359)
Hnh 19. Top 5 l do ca nhm s cn nhc

ng h (n=155)
Th hin lng yu nc
30.1
Ty thuc vo gi c v cht lng
Mun thc y nn kinh t pht trin
29.5
Nghi ng tin cy ca hng Vit
Cht lng tt
19.2
Gi c hp l
Khng mun dng hng Trung Quc
12.3
3.1
67.7
7.7
Mun thc y nn kinh t pht trin
5.8
Cht lng hng Vit tt
4.5
Gi c hp l
3.2
Q. Sau khi bit v cuc vn ng "Ngi Vit Nam u tin dng hng Vit Nam" th bn c mun ng h hng Vit khng? Vui lng cho bit l do v
s chn la ca bn? [SA Text]
25
(VT: %)
PHN 2
Thi quen v hnh vi tiu dng hng Vit
7. Nhn bit v du hiu nhn bit hng Vit
8. Ba thng tin chnh tm hiu v sn phm khi mua
9. Knh tm hiu thng tin sn phm
10. Mc s dng hng Vit
26
7. Nhn bit v du hiu nhn bit hng Vit [1]

Gn 9 trn 10 ngi tiu dng c hi cho bit c th nhn bit c hng Vit.
Kt qu kho st cho thy c n 89.6% ngi tiu dng cho bit h c th nhn bit c hng Vit, v 53.7% trong nhm
ny cho bit h nhn bit hng Vit ch yu thng qua Bao b (53.7%).
Hnh 20. Nhn bit c hng Vit (n=518)
Hnh 21. Du hiu nhn bit (n=464)
Bao b
53.7
Mu m
16.4
Ghi ch
16.2
C
10.4
89.6
n=464
Khng
Qung co
Gi c
Khc
Q. Vui lng cho bit bn c nhn bit c hng Vit khng? [SA]
Q. Vui lng cho bit bn thng nhn bit hng Vit thng qua du hiu no nht? [SA]
27
6.9
2.8
4.1
(VT: %)

T l nhn bit c hng Vit Nam khng qu khc bit gia nam gii v n gii.
Xp x 90% nhm tiu dng nam v n cho bit h c th nhn bit c hng Vit. Du hiu nhn bit c la chn nhiu
nht l Bao b, chim 52.8% nhm nam v 54.5% nhm n. Ngoi ra, nam gii la chn Ghi ch (18.3%) v n gii la
chn Mu m (14.2%) l du hiu nhn bit tip theo ca mnh.
Hnh 22. Gii tnh v nhn bit c hng Vit
(n=518)
11.0
Hnh 23. Gii tnh v du hiu nhn bit hng Vit

(n=464)
60.0
9.9
40.0
89.0
90.1
n=464
20.0
Khng
C
Nam
(n=245)
11.0
89.0
0.0
9.9
90.1

28
Nam (n=218)
52.8
Ghi
ch
19.3
N (n=246)
54.5
13.4
N (n=273)
Bao b
Mu
m
14.2
Qung
co
6.9
18.3
6.9
Khc
Gi c
4.6
2.3
3.7
3.3
(VT: %)

Xu hng v du hiu nhn bit hng Vit gia hai nhm tui t 25 29 v t 30 tui tr ln
gn ging nhau.
T l nhn bit c hng Vit c 3 nhm tui kh tt, t trn 85%. Trong , nhm di 25 tui l 87%, nhm t 25 29
tui l 90.4% v nhm t 30 tui tr ln chim n 93.8%. Bao b vn l du hiu nhn bit c la chn nhiu nht c 3
nhm tui tham gia kho st.
Hnh 24. tui v nhn bit c hng Vit

(n=518)
Hnh 25. tui v du hiu nhn bit hng Vit (n=464)

60.0
13.0
9.6
6.2
40.0
87.0
90.4
93.8
n=464
20.0
0.0
Khng
C
Di 25 tui
(n=254)
25 - 29 tui
(n=135)
13.0
87.0
9.6
90.4
T 30 tui
tr ln
(n=129)
6.2
93.8
Bao b
Ghi ch
Mu m
Di 25 tui (n=221)
57.5
15.8
13.1
Qung
co
6.8
25 - 29 tui (n=122)
49.2
18.0
18.9
51.2
14.9
19.8
29
Khc
Gi c
4.5
2.3
7.4
3.3
3.3
6.6
4.1
3.3
(VT: %)
8. Ba thng tin chnh tm hiu v sn phm khi mua [1]

Khi c nhu cu mua sn phm, Gi c, Cht lng v Thnh phn sn phm l ba thng tin
phn ln ngi tiu dng quyt nh u tin tm hiu nht, theo kt qu kho st.
Gi c l thng tin h u tin tm hiu nht (chim 24.5%), Cht lng sn phm l thng tin u tin tm hiu th hai (chim
16.6%) v Thnh phn sn phm l thng tin c u tin tm hiu th ba (chim 12.9%).
Hnh 26. Ba thng tin chnh tm hiu v sn phm (n=518)

50
40
30
20
10
0
Mu m
Cc hnh
thc
khuyn mi
Bao b
34.4
32.2
31.3
30.9
Gi c
Cht lng
sn phm
Thnh phn
sn phm
Tng u tin
43.1
40.3
Thng
hiu
Khc
28.2
29.5
7.5
u tin nht
24.5
14.5
8.1
11.2
10.0
8.1
6.9
9.1
u tin 2
7.9
16.6
13.3
10.2
12.0
11.0
12.2
7.1
9.7
u tin 3
11.0
9.3
12.9
10.8
9.3
11.8
10.6
12.0
12.4
Q. Khi c nhu cu mua sn phm tiu dng no , bn thng tm hiu 3 thng tin chnh no v sn phm? [T.N.A]
30
Xut x
(hng ni
hay hng
ngoi)
29.7
(VT: %)

Nam gii quan tm nhiu n yu t Gi c trong khi n gii li quan tm nht n vn
Cht lng.
Kt qu kho st v mc quan tm ca ngi tiu dng n cc yu t khi mua sn phm cho thy rng Gi c (49.8%) l
yu t nam gii quan tm hng u. Ngc li, n gii li quan tm nhiu nht n Cht lng sn phm (40.7%).
Hnh 27. Gii tnh v 3 thng tin tm hiu chnh (n=518)

60.0
40.0
20.0
0.0
Gi c
Cht lng
sn phm
Cc hnh
thc
khuyn mi
Thnh
phn sn
phm
Bao b
Mu m
Nam (n=245)
49.8
40.0
36.7
32.2
29.8
29.0
Xut x
(hng ni
hay hng
ngoi)
26.5
N (n=273)
37.0
40.7
26.4
36.3
31.9
35.2
32.6

Q. Khi c nhu cu mua sn phm tiu dng no , bn thng tm hiu 3 thng tin chnh no v sn phm? [T.N.A]
31
Thng
hiu
Khc
25.7
29.4
30.4
29.7
(VT: %)

Gi c v Cht lng sn phm l hai thng tin c quan tm hng u i vi ngi tiu
dng cc nhm tui.
i vi thng tin u tin tm hiu tip theo, trong khi nhm tui di 25 quan tm n Bao b sn phm (35.4%) th nhm tui
t 25 29 li ch trng Mu m (38.5%), v nhm tui t 30 tr ln li quan tm nhiu n Cc hnh thc khuyn mi
(38.8%).
Hnh 28. tui v 3 thng tin tm hiu chnh (n=518)
60.0
40.0
20.0
Gi c
Cht
lng
sn phm
Di 25 tui (n=254)
39.0
25 - 29 tui (n=135)
32.3
Cc hnh
thc
khuyn
mi
30.7
Xut x
(hng ni
hay hng
ngoi)
29.5
33.3
38.5
25.2
34.1
25.6
38.8
Bao b
Thnh
phn sn
phm
Mu m
38.2
35.4
35.0
44.4
41.5
27.4
49.6
43.4
25.6
Q. Khi c nhu cu mua sn phm tiu dng no , bn thng tm hiu 3 thng tin chnh no v sn phm? [T.N.O]
32
Thng
hiu
Khc
28.3
31.5
32.6
23.7
33.3
27.1
32.6
21.7
(VT: %)

Gi c v Cht lng sn phm cng ng thi l hai thng tin c quan tm hng u i
vi ngi tiu dng cc nhm thu nhp.
Trong khi nhm thu nhp thp v thu nhp cao quan tm nht n Gi c vi t l tng ng l 45.3% v 42.3%, th nhm thu
nhp trung bnh quan tm hn n Cht lng sn phm (44.0%).
Hnh 29. Thu nhp gia nh v 3 thng tin tm hiu chnh (n=518)
60.0
40.0
20.0
30.7
Cc
hnh
thc
khuyn
mi
28.7
Xut x
(hng
ni hay
hng
ngoi)
27.3
34.2
35.2
28.0
31.4
29.1
33.7
Gi c
Cht
lng
sn
phm
Thnh
phn
sn
phm
Bao b
Mu m
Thu nhp thp (n=150)
45.3
43.3
35.3
34.0
Thu nhp trung bnh (n=193)
42.0
44.0
29.0
29.0
Thu nhp cao (n=175)
42.3
33.7
39.4
30.3
33
Thng
hiu
Khc
23.3
32.0
28.5
29.0
32.0
28.0
(VT: %)

Cc h gia nh t nhn khu quan tm nhiu nht n Cht lng khi mua sn phm.
Kt qu kho st cho thy vi cc p vin c thnh vin gia nh di 3 ngi, th h quan tm nhiu n Cht lng
(43.5%). Trong khi , cc p vin c nhiu hn 3 thnh vin trong gia nh li quan tm n Gi c nht, tng ng vi
43.3% (4 - 5 ngi) v 50.0% (Trn 5 ngi).
Hnh 30. S thnh vin trong gia nh v 3 thng tin tm hiu chnh (n=518)
60.0
40.0
20.0
Cht
lng sn
phm
3 ngi tr xung (n=138)
4 - 5 ngi (n-298)
Trn 5 ngi (n=82)
32.6
Cc hnh
thc
khuyn
mi
32.6
Xut x
(hng ni
hay hng
ngoi)
31.2
34.9
30.9
30.9
35.4
30.5
23.2
Gi c
Thng
hiu
Thnh
phn sn
phm
43.5
38.4
33.3
37.2
43.3
26.5
46.3
50.0
25.6
Q. Vui lng cho bit s thnh vin trong gia nh bn (tnh c bn)? [SA]
34
Mu m
Bao b
Khc
30.4
27.5
30.4
33.9
31.9
29.9
29.3
32.9
26.8
(VT: %)
9. Knh tm hiu thng tin sn phm [1]

7 trn 10 ngi tham gia kho st cho bit h s tm hiu cc thng tin v sn phm thng
qua cc trang tm kim trn mng Internet.
Bn b (53.9%), Website nh sn xut (51.9%) hay Nhn vin bn hng (51.0%) s l knh tip theo ngi tiu dng tham
kho cc thng tin v sn phm h quan tm.
C nam v n gii u la chn Cc trang web tm kim trn mng Internet l knh thng tin hng u, ln lt vi 71.0%
v 74.4%. i vi knh thng tin tip theo, trong khi nam gii tra cu thng tin trn Website nh sn xut (55.1%), th n gii
s u tin tham kho kin Bn b (57.9%).
Hnh 31. Knh tm hiu thng tin sn phm
Tng
Nam (n=245)
N (n=273)
Cc trang web
tm kim trn
mng Internet
72.8
Bn b
53.9
Nhn vin bn
Trang web nh
hng (ch, siu
sn xut
th, ca hng)
51.9
51.0
Ngi thn
Hi ch sn
phm
Trang web
dunghangviet.vn
Khc
46.3
30.7
17.8
1.2
71.0
49.4
55.1
51.4
44.1
33.5
18.0
1.2
74.4
57.9
49.1
50.5
48.4
28.2
17.6
1.1

Q. Vui lng cho bit khi tm hiu cc thng tin v sn phm, bn thng tm thng tin t cc knh no? [MA]
35
(VT: %)
9. Knh tm hiu thng tin sn phm [2]

Cc trang tm kim trn mng Internet l knh tm hiu thng tin sn phm ph bin nht
cc nhm tui.
Ngoi ra, cc knh thng tin tm kim th hai gia cc nhm tui kh khc nhau. Trong khi nhm tui di 25 tm hiu thng
tin qua Bn b (55.5%), th nhm t 25 29 tui s hi thng tin t Nhn vin bn hng (57.8%), v nhm tui t 30 tr ln
tm kim trn Trang web nh sn xut (61.2%).
Hnh 32. tui v knh thng tin bit n
80.0
60.0
73.6
73.3
70.5
57.8
55.5
61.2
40.0
20.0
0.0
Cc trang web tm kim trn mng Internet
Di 25 tui
(n=254)
73.6
25 - 29 tui
(n=135)
73.3
T 30 tui tr ln
(n=129)
70.5
Bn b
55.5
56.3
48.1
Ngi thn
51.6
49.6
32.6
Nhn vin bn hng (ch, siu th, ca hng)
49.6
57.8
46.5
Trang web nh sn xut
44.9
56.3
61.2
Hi ch sn phm
Trang web dunghangviet.vn
Khc
28.7
30.4
34.9
11.4
1.2
21.5
2.2
26.4
0.0
Q. Vui lng cho bit khi tm hiu cc thng tin v sn phm, bn thng tm thng tin t cc knh no? [MA]
36
(VT: %)
10. Mc s dng hng Vit [1]

Gn 76% ngi c hi cho bit h thng xuyn s dng hng Vit.
Trong , mc s dng Rt thng xuyn chim t l 13.7%, v Thng xuyn chim t l 62.0%. ng thi, khng c
qu nhiu khc bit gia t l ca hai mc s dng Thng xuyn v Rt thng xuyn nhm nam v n.
Hnh 33. Mc s dng hng Vit

(n=518)
Rt thng xuyn
Hnh 34. Gii tnh v mc s dng hng

Vit (n=518)
13.7
14.3
Thng xuyn
13.2
62.0
Thnh thong
24.3
Rt thng xuyn
62.0
61.9
Thng xuyn
Thnh thong
Him khi
0.0
Cha bao gi
0.0

Q. Vui lng cho bit mc s dng hng Vit ca bn / gia nh bn? [SA]
37
23.7
24.9
Nam (n=245)
N (n=273)
(VT: %)
10. Mc s dng hng Vit [2]

Nhn chung, t l s dng hng Vit t Mc thng xuyn cc nhm tui kh cao, chim
trn 70%.
T l ny ln lt l 74.4%, 72.6% v 81.4%, tng ng vi ba nhm tui di 25, t 25 29 v t 30 tui tr ln. c bit,
trong khi nhm tiu dng t 30 tui tr ln c xp x 20% s dng hng Vit t mc Rt thng xuyn, th nhm 25 29
tui ch c khong 11.9% v nhm di 25 tui c khong 11.8%.
Hnh 35. tui v mc s dng hng Vit (n=518)
11.8
11.9
19.4
Rt thng xuyn
74.4%
72.6%
81.4%
60.7
62.6
62.0
Thng xuyn
Thnh thong
25.6
27.4
Di 25 tui (n=254)
25 - 29 tui (n=135)
18.6
38
(VT: %)
PHN 3
nh gi v thi ca ngi tiu dng i
vi hng Vit
11. nh gi chung v hng Vit
12. Nhn xt v cc mt hng Vit so vi hng ngoi
13. Cm ngh sau khi dng hng Vit
14. Mt hng Vit chp nhn mua cho d cht lng km
15. L do chn mua hng km cht lng
16. D nh tip tc sau khi dng hng Vit
39
11. nh gi chung v hng Vit [1]

C n 91.7% ngi c hi cho bit hng Vit c xu hng tt hn trong thi gian gn
y.
Phn ln ngi tiu dng tham gia kho st u nm 2013 nhn nh rng: nhn chung, hng Vit Nam c xu hng tt ln.
Tuy nhin, cng c khong 1.5% nh gi v xu hng xu i ca hng Vit, chim t l 2.4% nam v 0.7% n.
Hnh 36. nh gi v hng Vit (n=518)
Hnh 37. Gii tnh v nh gi v hng Vit

(n=518)
2.4
1.5
6.8
5.7
0.7
7.7
46.9
49.1
43.6
44.9
42.5
Tng
Nam (n=245)
N (n=273)
C xu hng xu i nhiu
48.1
C xu hng xu i mt t
Khng thay i
91.7%
C xu hng tt hn mt t
C xu hng tt hn nhiu

Q. Vui lng cho bit trong khong thi gian gn y, bn nh gi th no v hng Vit? [SA]
40
(VT: %)

Hng Vit c xu hng tt hn" l nh gi chung ca ngi c hi cc nhm tui v
thu nhp khc nhau.
i vi cc nhm tui, ln lt 89.3% ngi tiu dng nhm di 25 tui, 94.1% nhm t 25 29 tui v 93.8% nhm t
30 tui tr ln nh gi hng Vit C xu hng tt hn. Tng t, 94.0% nhm thu nhp thp, 88.0% nhm thu nhp
trung bnh v 93.7% nhm thu nhp cao ng vi xu hng ny.
Hnh 39. Thu nhp gia nh v nh
gi v hng Vit (n=518)
Hnh 38. tui v nh gi v hng Vit (n=518)

2.8
7.9
0.7
0.0
5.2
6.2
0.6
1.6
2.7
3.3
5.7
10.4
C xu hng xu i nhiu
47.3
48.9
48.0
89.3%
C xu hng xu i mt t
49.7
Khng thay i
94.1%
45.1
49.3
94.0%
93.8%
88.0%
93.7%
C xu hng tt hn mt t
41.3
Di 25 tui
(n=254)
45.2
46.5
C xu hng tt hn nhiu
25 - 29 tui (n=135) T 30 tui tr ln

(n=129)
41
44.7
Thu nhp thp

(n=150)
48.6
38.3
Thu nhp trung

bnh (n=193)
Thu nhp cao

(n=175)
(VT: %)

Nhng ngi c mc s dng hng Vit thng xuyn a ra nhn xt kh tch cc.
Xp x mt na nhm ny cho bit Hng Vit c xu hng tt hn nhiu trong thi gian gn y. ng thi, cc gia nh c
trn 3 thnh vin cng c t l nh gi xu hng tt hn nhiu ca hng Vit kh cao, ln lt chim 45.3% (gia nh 4 - 5
ngi) v 47.6% (gia nh trn 5 ngi). Vi cc gia nh di 3 nhn khu, t l ny ch t 37.7%.
Hnh 40. Nhm thng xuyn s dng v
nh gi v hng Vit (n=392)
Hnh 41. S thnh vin trong gia nh v nh gi v hng Vit

(n=518)
1.8
2.0
4.3
5.1
44.6
6.4
2.4
12.2
C xu hng xu i nhiu
58.0
46.3
37.8
45.3
47.6
4 - 5 ngi
(n=298)
Trn 5 ngi
(n=82)
C xu hng xu i mt t
Khng thay i
C xu hng tt hn mt t
48.5
C xu hng tt hn nhiu
Nhm thng xuyn s dng
Q. Vui lng cho bit s thnh vin trong gia nh bn (tnh c bn)? [SA]
42
37.7
3 ngi tr
xung (n=138)
(VT: %)
12. Nhn xt v cc mt hng Vit so vi hng ngoi [1]

nh gi v cht lng hng Vit so vi hng ngoi kh a dng v tu thuc vo cc mt
hng khc nhau.
Trong , mt hng Lng thc, thc phm c nh gi tt hn hng ngoi, chim 54.5% tng la chn. Ngc li, cc
sn phm nh Thit b in, in t c nh gi l km hn hn so vi hng ngoi, 63.5%.
Hnh 42. Hng Vit so vi hng ngoi (n=518)
Khng r / khng bit
Lng thc, thc phm
Hng may mc
dng gia nh
Thit b in, in t
Thuc v cc dng c y t
7.1
3.7
14.7
Km hn
23.7
29.2
6.8
4.6
Ging nhau
54.4
31.5
27.8
35.7
34.6
30.9
63.5
12.0
44.0
Q. Vui lng cho bit nhn xt ca bn v cht lng cc mt hng sau y so vi hng ngoi? [Matrix SA]
43
Tt hn
15.3
30.1
16.6
13.9
(VT: %)

Hn 1 na nam v n nhn xt Lng thc, thc phm l mt hng tt hn nhiu so vi
hng ngoi.
T l ny nam l 55.1% v n l 53.8%. i vi cc mt hng khc, cc nh gi ca nam v n kh tng ng nhau.
Ring vi cc sn phm ni thuc nhm Hng may mc, 38.8% nam gii nh gi hng ni tt hn, trong khi 33.7% n gii
nh gi hng ni v ngoi ging nhau.
Hnh 43. Gii tnh v nhn xt hng Vit so vi hng ngoi (n=518)
18.0
Tt hn
38.8
Ging nhau
15.4
17.6
32.2
33.0
15.1
55.1
26.1
15.4
33.7
Km hn
29.0
29.7
53.8
35.1
33.7
34.1
Khng r / khng bit

63.3
22.4
15.9
29.4
44.1
63.7
24.9
24.9
10.6
28.9
44.0
30.4
13.6
12.2
11.7
7.8
7.7
5.9
5.5
4.4
3.7
2.9
Lng thc, Hng may dng gia Thit b in, Thuc v cc Lng thc, Hng may dng gia Thit b in, Thuc v cc
thc phm
mc (giy nh (Cc
in t
dng c y t thc phm
mc (giy nh (Cc
in t
dng c y t
dp, qun o, dng bng
dp, qun o, dng bng
m nn ....) nha, inox, t,
m nn ....) nha, inox, t,
bn gh ....)
bn gh ....)
6.5
Nam (n=245)
Q. Vui lng cho bit gii tnh ca bn? [SA]
44
N (n=273)
(VT: %)

Cc nh gi v mt hng Lng thc,Thc phm; Thit b in t; Thuc v cc dng c y
t kh ging nhau gia 3 nhm tui kho st.
Ring i vi Hng may mc, c n 46.5% nhm tui t 30 tr ln nh gi cc sn phm trong nc tt hn hng ngoi,
trong khi t l ny ch chim 33.1% nhm di 25 tui v 30.4% nhm 25 29 tui. Tng t, nh gi tt mt hng
dng gia nh nhm t 30 tui tr ln t 38.0%, so vi 30.3% nhm di 25 v 25.2% nhm t 25 29 tui.
Hnh 44. tui v nhn xt hng Vit so vi hng ngoi (n=518)
14.6
33.1
Tt hn
30.3
29.5
30.7
25.2
32.7
43.3
13.3
7.5
3.5
8.7
5.1
14.6
8.1
3.7
28.9
20.2
56.6
46.5
14.7
38.0
16.3
32.6
60.5
41.1
31.0
61.5
28.9
15.6
37.0
24.4
26.0
13.8
17.0
16.3
37.0
66.1
25.2
54.1
35.0
Km hn
Khng r /
khng bit
30.4
14.2
53.5
Ging nhau
12.6
27.1
48.1
20.2
31.1
6.7
5.2
7.4
17.8
22.5
27.9
5.4
3.9
3.1
3.1
11.6
Lng Hng may dng Thit b Thuc v Lng Hng may dng Thit b Thuc v Lng Hng may dng Thit b Thuc v
thc,
gia nh in, cc dng thc,
gia nh in, cc dng thc,
gia nh in, cc dng
mc
mc
mc
thc
in t c y t
thc
in t c y t
thc
in t c y t
phm
phm
phm
Di 25 tui (n=254)
25 29 tui (n=135)
45
(VT: %)
13. Cm ngh sau khi dng hng Vit [1]

46.3% ngi tiu dng c hi cho bit h cm thy hi lng sau khi dng hng Vit.
T l hi lng tng ng nam l 48.2% v n l 44.7%. Kt qu kho st cn cho thy hn mt na ngi tiu dng la
chn mc Bnh thng trong thang o hi lng ca h sau khi s dng hng Vit.
Hnh 45. Cm ngh sau khi dng hng Vit (n=518)
Tng (n=518)
5.2
Nam (245)
4.9
N (273)
5.5
Rt hi lng
Hi lng
41.1
43.3
1.7
50.2
39.2
1.6
53.5
1.8
N (273)
5.5
Nam (245)
4.9
Tng (n=518)
5.2
39.2
43.3
41.1
Bnh thng
Khng hi lng
53.5
50.2
51.9
1.8
1.6
1.7
Rt khng hi lng
0.0
0.0
0.0

Q. Vui lng cho bit cm ngh ca bn sau khi dng hng Vit? [SA]
46
51.9
(VT: %)
13. Cm ngh sau khi dng hng Vit [2]

T l hi lng ni chung vi hng Vit chim hn 50% nhm tui trn 30 v nhm c thu
nhp cao.
Tuy nhin, khi xt n mc cao nht trong thang o hi lng, th t l Rt hi lng nhm c thu nhp thp li t 7.3%,
so vi khong hn 4.0% hai nhm cn li. V t l ny nhm tui t 30 tr ln chim 10.1%, trong khi hai nhm tui cn
li ch xp x mc 3.5%.
Hnh 46. tui v cm ngh sau khi dng hng Vit
(n=518)
3.5
3.7
4.1
10.1
41.7
Hnh 47. Thu nhp gia nh v cm ngh

sau khi dng hng Vit (n=518)
Rt khng hi lng
40.0
41.1
4.6
7.3
34.7
39.9
55.3
53.4
Rt hi lng
48.0
Hi lng
Bnh thng
52.8
54.8
47.3
Khng hi lng
2.0
1.5
1.6
2.7
2.6
Di 25 tui
(n=254)
25 - 29 tui
(n=135)
T 30 tui tr ln
(n=129)
Thu nhp thp

(n=150)
Thu nhp trung

bnh (n=193)
Q. Vui lng cho bit cm ngh ca bn sau khi dng hng Vit? [SA]
47
47.4
Thu nhp cao

(n=175)
(VT: %)
14. Mt hng Vit chp nhn mua cho d cht lng km [1]
i vi cc mt hng Vit, ngi tiu dng c hi c cc cn nhc la chn khc nhau
khi bit r v cht lng.
Vn phng phm, Hng may mc v Lng thc, thc phm l ba mt hng trong nc ngi tiu dng chp nhn mua
v s dng mc d bit cht lng khng tt, ln lt chim t l 68.5%, 56.4% v 47.3%. Ngc li, phn ng ngi c
kho st cho bit h s khng cn nhc i vi cc sn phm nh Thuc v dng c y t (12.7%), Phng tin vn
chuyn (11.0%) v Thit b in, in t (9.3%).
Hnh 48. Mt hng Vit vn chn mua cho d bit cht lng km (n=518)
Tng (n=518)
Nam (n=245)
N (n=273)
Vn phng
phm
68.5
Hng may
mc
56.4
Lng thc,
thc phm
47.3
dng gia
nh
43.4
Thuc v cc
dng c y t
12.7
Phng tin
vn chuyn
11.0
Thit b in,
in t
9.3
66.5
58.8
49.0
48.2
12.7
13.1
13.5
0.0
70.3
54.2
45.8
39.2
12.8
9.2
5.5
0.0
Q. Vui lng cho bit nu cht lng hng Vit km, nhng bn vn chn mua, th l mt hng no sau y? [MA]
48
Khc
0.0
(VT: %)
Vn phng phm l mt hng ngi tiu dng cc nhm tui sn sng mua m khng cn
nhc qu nhiu v cht lng.
Nhn chung, vic cn nhc gia cht lng v ra quyt nh mua cc mt hng Vit Nam gia cc nhm tui khng qu khc
bit. Ring vi cc sn phm dng gia nh, t l chp nhn mua nhm 25 29 tui v 30 tui tr ln ln lt l 50.4%
v 55.0%, trong khi vi nhm tui di 25 ch chim 33.9%.
Hnh 49. Nhm tui v mt hng Vit vn chn mua cho d bit cht lng km (n=518)
80.0
60.0
40.0
20.0
0.0
Di 25 tui (n=254)
71.7
54.7
Lng
thc, thc
phm
47.2
33.9
Thuc v
cc dng
c y t
11.4
25 - 29 tui (n=135)
67.4
57.0
51.1
50.4
14.1
9.6
13.3
0.0
63.6
58.9
43.4
55.0
14.0
12.4
17.8
0.0
Vn phng
phm
Hng may
mc
dng
gia nh
49
Thit b
in, in
t
7.5
Phng
tin vn
chuyn
6.3
Khc
0.0
(VT: %)
Thu nhp gia nh c nh hng n mc chp nhn hng km cht lng theo kt qu
kho st.
V ngi tiu dng kh ch trng n cht lng ca Thuc v cc dng c y t nn t l chp nhn mua kh thp. Trong
, 7.4% nhm thu nhp cao chp nhn mua mt hng ny, so vi 15.0% ca nhm thu nhp trung bnh v 16.0% ca nhm
thu nhp thp. T l cn nhc mua hng thp hn cc nhm thu nhp cao cng tng t vi nhm hng Thit b in t.
Hnh 50. Thu nhp gia nh v mt hng Vit vn chn mua cho d bit cht lng km (n=518)
80.0
60.0
40.0
20.0
0.0
57.3
Lng
thc, thc
phm
52.0
38.7
Thuc v
cc dng
c y t
16.0
Thu nhp trung bnh (n=193)
67.4
58.0
47.7
44.6
15.0
10.4
13.0
0.0
Thu nhp cao (n=175)
70.3
53.7
42.9
46.3
7.4
5.1
8.0
0.0
Thu nhp thp (n=150)
Vn
phng
phm
68.0
Hng may
mc
dng
gia nh
50
Thit b
in, in
t
12.7
Phng
tin vn
chuyn
12.0
Khc
0.0
(VT: %)
15. L do chn mua hng km cht lng [1]

L do cc p vin chn mua 4 loi mt hng km cht lng c s khc nhau.
Trong , v Mun ng h hng Vit & Gi c thp l cc l do hng u khin h chp nhn cc sn phm dng gia
nh v Hng may mc. i vi Lng thc, thc phm; 43.9% la chn v do quen dng mt hng Vit ny, v
61.3% nhng ngi c hi cng cho bit h chn mua cc loi Vn phng phm v Khng quan tm lm n vn
cht lng.
Hnh 51. L do vn chn mua cc mt hng Vit cho d bit cht lng km (n=518)
80.0
60.0
40.0
20.0
0.0
Gi c thp
Mun ng h
hng Vit
Lng thc, thc phm
43.9
35.2
34.2
Hng may mc (giy dp, qun o, m nn ....)
35.8
45.9
47.2
38.0
31.1
30.3
dng gia nh (Cc dng bng nha, inox,

t, bn gh ....)
23.1
32.0
37.3
24.5
17.6
22.4
Vn phng phm (Sch, v)
45.3
47.6
56.5
23.4
61.3
25.0
Q. Vui lng cho bit l do bn vn chn mua mt hng d cht lng km trn? [MA]
51
Theo kin
Khng quan tm
ngi thn, bn
lm n cht
b l khng nn
lng
mua hng ngoi
28.8
8.1
quen dng
mt hng Vit
Khc
22.4
(VT: %)
16. D nh tip tc sau khi dng hng Vit [1]

Hu ht nhng ngi c hi cho bit s tip tc s dng hng Vit (98%).
Cht lng ph hp vi gi c l l do hng u khin ngi tiu dng tip tc la chn hng Vit s dng (76.1%).
Cht lng cha p ng c yu cu nhng mua ng h hng Vit (40.9%) v Sn phm Vit Nam c thng
hiu tt, uy tn trn th trng (36.4%) l cc l do tip theo.
Hnh 52. mun tip tc s

dng hng Vit (n=518)
Hnh 53. L do mun tip tc s dng hng Vit

(n=506)
76.1
Khng
2.3%
40.9
36.4
n=506
17.6
C
97.7%
1.0
Cht lng hng Chp lng cha
Vit ph hp vi p ng c
gi c
yu cu nhng
mua ng h
hng Vit
Q. Vui lng cho bit sau khi s dng hng Vit, th bn c tip tc mun s dng khng? [SA]
Q. Nu bn vn tip tc s dng th nguyn nhn l g? [MA]
52
Sn phm Vit Nghe bo i vn

Nam c thng ng nhiu nn
hiu tt v uy tn
mua d cht
trn th trng lng cha c
tt lm
Khc
(VT: %)
16. D nh tip tc sau khi dng hng Vit [2]

i vi cc nhm tui v thu nhp, khng c qu nhiu khc bit v l do quyt nh s
dng hng Vit.
Nhn chung, Cht lng ph hp vi gi c l l do c ngi tiu dng cc nhm tui v thu nhp la chn nhiu nht
l gii cho quyt nh tip tc s dng hng Vit, tng ng t l 7 trn 10 ngi c hi.
Hnh 55. Thu nhp gia nh v l do

mun tip tc s dng hng Vit
(n=506)
Hnh 54. tui v L do mun tip tc s dng

hng Vit (n=506)
90
80
90
79.5
76.1
80
Cht lng hng Vit ph hp
vi gi c
69.5
70
60
40
48.4
47
50
38.1
33.6
35.1
34.4
30
21.6
20
15.2
18
10
0.8
1.5
Sn phm Vit Nam c

thng hiu tt v uy tn trn
th trng
Chp lng cha p ng
c yu cu nhng mua
ng h hng Vit
Nghe bo i vn ng nhiu
nn mua d cht lng cha
c tt lm
Khc
0.8
0
Di 25 tui
(n=244)
25 - 29 tui
(n=134)
T 30 tui tr ln
(n=128)
Q. Vui lng cho bit sau khi s dng hng Vit, th bn c tip tc mun s dng khng? [SA]
Q. Nu bn vn tip tc s dng th nguyn nhn l g? [MA]
53
78.7
76.4
72.2
70
60
50
40
44.8
39.1
43.8
35.6
35.1
34
30
20
10
16.7
20.2
15.5
1.4
1.6
Thu nhp thp

(n=144)
Thu nhp trung

bnh (n=188)
Thu nhp cao

(n=174)
(VT: %)
PHN 4
Trang web Dunghangviet.vn
17. Nhn bit trang web Dunghangviet.vn
18. Tm kim thng tin trn trang web Dunghangviet.vn
19. Nhng im trang web Dunghangviet.vn cn ci tin
54
17. Nhn bit trang web Dunghangviet.vn [1]

Trung bnh 3 trn 10 ngi c hi cho bit h l c gi quen thuc ca trang web
Dunghangviet.vn.
T l ny nam l 33.1% v n l 28.2%. ng thi, xp x 70% Cha tng bit v website ny v khng c ai Bit n
website nhng cha tng gh qua.
Hnh 56. Nhn bit website

http://dunghangviet.vn (n=518)
Hnh 57. Gii tnh v Nhn bit website

33.1
28.2
66.9
71.8
Nam (n=245)
N (n=273)
30.5
69.5
L c gi quen thuc
Cha tng bit

Q. Bn c bit n website http://dunghangviet.vn khng ? [SA]
55
Cha tng bit
L c gi quen thuc
(VT: %)
17. Nhn bit trang web Dunghangviet.vn [2]

nhm tui t 30 tr ln, 37.2% l c gi quen thuc ca website Dunghangviet.vn.
T l ny hai nhm tui cn li thp hn, ln lt vi 36.3% (nhm tui t 25 29) v 24.0% (nhm tui di 25). Tng
ng, t l ngi Cha tng bit n website trong nhm di 25 tui chim n 76.0%.
Hnh 58. tui v Nhn bit website http://dunghangviet.vn (n=518)
62.8
37.2
25 - 29 tui (n=135)
63.7
36.3
Di 25 tui (n=254)
76.0
Cha tng bit
Q. Bn c bit n website http://dunghangviet.vn khng ? [SA]
56
24.0
L c gi quen thuc
(VT: %)
18. Tm kim thng tin trn trang web Dunghangviet.vn [1]

Trong 158 ngi l c gi quen thuc, c n 99.4% tm c nhng thng tin hu ch v
hng Vit trn website.
Ch c 0.6% nhn xt rng h khng tm thy thng tin hu ch v hng Vit v tp trung hu ht nhm nam gii, di 25
tui.
Hnh 59. Tm kim thng tin

hu ch trn website
Hnh 60. Gii tnh v tm kim

thng tin hu ch trn website
Hnh 61. tui v tm kim

thng tin hu ch trn website
0.6
C
Khng
98.8
100.0
98.4
100.0
100.0
99.4
1.6
1.2
Nam (n=81)
N (n=77)

Q. Bn c tm c nhng thng tin hu ch v hng Vit khng thng qua website http://dunghangviet.vn khng? [SA]
57
Di 25 25 - 29 tui T 30 tui
tui (n=61)
(n=49)
tr ln
(n=48)
(VT: %)

Thng tin nhiu sn phm cht lng l im nhn c nhiu s la chn nht t cc c
gi thng xuyn ca website Dunghangviet.vn, chim 65.8%.
Bn cnh , Nhiu chng trnh khuyn mi hn (61.4%), M thm knh bn hng phn phi hng Vit (56.3%) v
Thng tin v a im mua hng (54.4%) l nhng la chn website c th cn nhc ci tin vic p ng nhu cu tm
hiu hng Vit Nam.
Hnh 62. Nhng im website cn ci thin p ng nhu cu tm hiu hng Vit ca

ngi tiu dng (n=158)
Tng (n=158)
Nam (n=81)
N (n=77)
Thng tin nhiu sn

phm cht lng
65.8
Nhiu chng trnh

khuyn mi hn
61.4
M thm knh bn hng, Thng tin a im mua

phn phi hng Vit
hng
56.3
54.4
69.1
69.1
58.0
61.7
2.5
62.3
53.2
54.5
46.8
1.3

Q. Theo bn, dunghangviet.vn nn ci tin nh th no p ng nhu cu tm hiu hng Vit nam ca ngi tiu dng? [MA]
58
Khc
1.9
(VT: %)

Khng c s khc bit r rng trong nhn nh v nhng im cn ci tin ca website
Dunghangviet.vn gia cc nhm tui.
Tuy nhin, u tin hng u ca nhm tui 30 l tng thm Nhiu cc chng trnh khuyn mi (60.4%), trong khi ca hai
nhm tui cn li l Thng tin nhiu v cc sn phm cht lng, ln lt vi t l 71.4% (nhm tui t 25 29) v 72.1%
(nhm tui di 25).
Hnh 63. Thu nhp gia nh v nhng im website cn ci thin p ng nhu cu tm hiu
hng Vit ca ngi tiu dng (n=158)
Thng tin nhiu sn phm cht
lng
T 30 tui tr ln
52.1
60.4
47.9
56.2
Nhiu chng trnh khuyn mi
hn
25 - 29 tui
71.4
Di 25 tui
72.1
59.2
63.9
57.1
57.4
61.2
52.5
2.0
3.3
Thng tin a im mua hng
M thm knh bn hng, phn

phi hng Vit
Khc
Q. Theo bn, dunghangviet.vn nn ci tin nh th no p ng nhu cu tm hiu hng Vit nam ca ngi tiu dng? [MA]
59
(VT: %)
Cng ty TNHH W&S c u t 100% vn ca Nht. Chng ti chuyn v Nghin cu th trng trc tuyn, Thit k
website, v Tip th website. Nghin cu th trng trc tuyn c thc hin da trn trang Vinaresearch trc thuc
quyn qun l ca chng ti vi hn 110.000 thnh vin khp c nc Vit Nam.
Cng ty TNHH W&S

Tng 10, 40 Phm Ngc Thch, Qun 3, Tp. H Ch Minh
in thoi: 84 8 38 223 215
Fax: 84 8 38 223 216
Email: info@vinaresearch.jp
Website: http://vinaresearch.jp
Bn quyn bo co ny thuc quyn s hu Cng ty TNHH W&S. Tt c kt qu (phn tch, kt lun, d liu, bng
biu v biu ) trong bo co kho st ny c th s dng cng khai, ghi r ngun trch dn t Cng ty TNHH W&S
(website: http://vinaresearch.jp).
Mi yu cu nghin cu xin gi v info@vinaresearch.jp.
60

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W&amp;S Nghien Cuu Cuoc Van Dong Nguoi Viet Nam Uu Tien Dung Hang Viet Nam 2013 2

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Tc ng ca chng trnh

Ngi Vit Nam u tin dng hng Vit Nam

B. Phng php v mu nghin cu

Phng php kho st

: Nghin cu trc tuyn (internet)

Thi gian kho st

Phng php chn mu

: Tnh xc thc mu nghin cu c kim sot bi quy trnh qun l p

C. Thng tin p vin

Thu nhp gia nh hng thng

Thu nhp trung

Thu nhp cao

(*) Cc thang thu nhp c tnh nh sau:

C. Thng tin p vin

Thu nhp thp

Thu nhp trung bnh

Thu nhp cao

Tng thnh vin trong gia nh

[3] nh gi v thi ca ngi tiu dng i vi hng Vit

Nhn bit chung v chng trnh

1. Nhn bit chung v chng trnh

Hnh 1. Nhn bit chng trnh (n=547)

Hnh 2. Nhm bit n chng trnh v tui (n=518)

Bit nhng khng r lm

Cha tng nghe

Bit nhng khng r lm

2. Knh thng tin bit n chng trnh [1]

Hnh 3. Knh thng tin bit n chng trnh (n=518)

2. Knh thng tin bit n chng trnh [2]

Hnh 4. tui v knh thng tin bit n chng trnh (n=518)

3. Mc tin tng vo cuc vn ng [1]

Hnh 5. Mc tin tng vo chng trnh

Hon ton tin tng

Hnh 6. Gii tnh v mc tin tng vo

Khng tin tng

3. Mc tin tng vo cuc vn ng [2]

Hnh 7. tui v mc tin tng vo chng trnh (n=518)

Hon ton tin tng

Bnh thng / khng bit

Khng tin tng

Hon ton khng tin tng

3. Mc tin tng vo cuc vn ng [3]

Hnh 8. Cc nhm nhn bit v mc tin tng vo chng trnh (n=518)

Hon ton tin tng

Bnh thng / khng bit

Khng tin tng

Nhm bit nhng khng r lm (n=258)

Nhm bit rt r (n=260)

Hnh 9. Hn ch ca cuc vn ng (n=518)

Ti khng r / khng Khng c hn ch no

Hnh 10. Gii tnh v nh gi hn ch cuc vn ng (n=518)

Hng Vit Nam

Q. Vui lng cho bit v gii tnh ca bn? [SA]

Hnh 11. tui v nh gi hn ch cuc vn ng (n=518)

Hnh 12. Nhn bit v nh gi hn ch cuc vn ng (n=518)

5. mun ng h hng Vit sau khi bit v cuc vn ng [1]

Hnh 13. mun ng h hng Vit

Hnh 14. Gii tnh v mun ng h hng Vit

Hon ton khng ng h

Q. Vui lng cho bit v gii tnh ca bn? [SA]

Hon ton khng ng h

5. mun ng h hng Vit sau khi bit v cuc vn ng [2]

Hnh 15. tui v mun ng h hng Vit

Hnh 16. Thu nhp gia nh v mun ng h hng Vit

W&S Nghien Cuu Cuoc Van Dong Nguoi Viet Nam Uu Tien Dung Hang Viet Nam 2013 2

W&S Nghien Cuu Cuoc Van Dong Nguoi Viet Nam Uu Tien Dung Hang Viet Nam 2013 2