THI QUEN S DNG

NHN HNG RING SIU TH CA NGI TIU DNG

Thng 10.2012

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Thng tin nghin cu

Thi gian kho st

Tng mu Gii tnh tui Khu vc nghin cu iu kin nghin cu

: 28.09 30.09.2012
: 305 : Nam / N : T 19 tui tr ln : Tp. H Ch Minh v H Ni : i siu th trong vng 3 thng v bit n nhn hng ring ca cc siu th.

Mc ch nghin cu

: Tm hiu thi quen s dng nhn hng ring siu th ca ngi tiu dng (NTD).

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NI DUNG BO CO

1. 2. 3. 4. 5.

Thng tin v nhn hng ring ca siu th Tm tt kt qu kho st Bo co chi tit Kt lun Thng tin p vin

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1. Thng tin v nhn hng ring ca siu th

Nhn hng ring l hng ha do cc nh bn l (siu th) trc tip t hng cc cng ty gia cng theo yu cu v mu m, tiu chun cht lng nn tit gim ti a cc chi ph trung gian, tip th. V vy, sn phm ca nhn hng ring thng c gi bn thp hn so vi sn phm cng chng loi ca cc thng hiu khc.

Ti Vit Nam, cc doanh nghip hot ng trong lnh vc bn l (siu th) cng dn a ra cc chin lc
theo xu hng ton cu, vi cuc cch mng ang ngy cng n r trong th trng bn l mang tn nhn hng ring. in hnh nh Big C, Co.opmart hay Metro, cc siu th ln c vn u t trong hay ngoi nc u ln

lt tung ra th trng nhng nhn hng ring nhm p ng nhu cu mua sm ca ngi tiu dng, cng
nh a dng ha danh mc hng ha ca mnh. Theo Nin gim 2012 ca Hip hi cc nh sn xut nhn hng ring, cc nhn hng ring t mc tng trng doanh thu 5.1% v tng 23.6% th phn tnh theo n v bn ra vo nm 2011. Theo xu hng tiu

dng tit kim ca th gii, ngi tiu dng Vit Nam cng bt u cn nhc la chn cc sn phm ca nhn
hng ring cho nhu cu mua sm ca mnh.

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2. Tm tt kt qu kho st
Theo kt qu kho st, Siu th hin l knh mua sm ph bin nht ti hai thnh ph H Ch Minh v H Ni, chim n 97.6%. T l ngi mua sm thng xuyn ti ch chim t l thp hn, vi 82.8%. Nhng ngi tham gia kho st cho bit mc i siu th trung bnh l khong 1 ln/ tun. Trong cc i tng thng i siu th v bit n nhn hng ring th: 81.0% i tng bit n nhn hng ring v c mua s dng. 19.0% cc i tng c bit n nhn hng ring nhng khng mua s dng. Hn mt na ngi c nghin cu thnh thong mua cc sn phm l nhn hng ring ti siu th v s dng. Nhn hng ring ti siu th Big C c t l nhn bit cao nht, vi tng nhn bit t n 97.4%. y l kt qu ht sc kh quan cho cc nhn hng ring ca Big C v theo l thuyt, nhn bit trn 90% c nh gi l rt tt.

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2. Tm tt kt qu kho st
Theo m hnh phn tch nhn t, kt qu thu c 2 nhm khch hng c trng: Nhm 1: Nhm quan tm gi c v mu m Nhm 2: Nhm quan tm qung co v cht lng sn phm.

Nhng ngi tham gia kho st cho bit cha thc s tin tng vo cc yu t ca sn phm mang nhn
hng ring. C hn 80.0% ngi tiu dng tham gia kho st u tin s dng nhn hng ring v cc sn phm ny c gi r hn sn phm cng loi. L do th hai l V mun dng th (59.9%).

Khi c hi v vic la chn cc sn phm mang nhn hng ring, sn phm c tin tng nhiu nht
l Bnh m (62.3%), tip n l Thc phm ti sng (41.7%), Bt git (38.9%), Thc phm ng lnh (37.7%)

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3. Bo co chi tit

A IM MUA SM HNG HA

3.1 a im mua sm hng ha

C tt c 373 p vin ti hai thnh ph H Ni v H Ch Minh c hi v ni mua sm thng xuyn ca h, v 305 ngi cho bit h c i siu th trong 3 thng gn y (chim 97.6%). Bn cnh knh phn phi truyn thng l ch, ngi tiu dng c kho st ngy cng quan tm n cc knh hin i nh: siu th, siu th in my, trung tm thng mi.

Siu th Ch Siu th in my Trung tm thng mi Ca hng tin li

97.6%

Siu th 97.6%

Ch 82.8%

82.8%

61.7%

55.5%

33.2%

3.2 Mc thng xuyn i siu th

1 ln/ tun l mc thng xuyn i siu th ca 305 ngi tham gia kho st. N c mc mua sm ti siu th thng xuyn hn vi 2 3 ln/ tun. Trong khi , Nam ch i khong 2 3 ln / thng. Ngi dn ti Tp. H Ch Minh thng i mua sm ti siu th khong 1 ln /tun. Ngc li, NTD ti khu vc H Ni c mc i thng xuyn hn, t 2 3 ln / tun.
N
27.0% 11.5%

26.6%

28.2% 23.0%

6.6% 4.3%

Mi ngy

4-6 ln / tun

2-3 ln / tun

1 ln / tun

2-3 ln / thng

1 ln / thng

Nam
29.9%

H Ch Minh
33.3% 34.0%

H Ni

Mi ngy

4-6 ln / tun

2-3 ln / tun

1 ln / tun 2-3 ln / thng

1 ln / thng

Mi ngy

4-6 ln / tun

2-3 ln / 1 ln / tun 2-3 ln / tun thng

1 ln / thng

N = 305, p vin c i siu th trong vng 3 thng gn y

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3.2 Mc thng xuyn i siu th

Vi cc nhm tui khc nhau, mc thng xuyn i siu th cng khc nhau. tui t 40 tui tr ln c tn sut i siu th cao hn cc nhm tui cn li (4 - 6 ln / tun). Cc nhm tui t 19 n 39 i siu th dao ng t 2 - 3 ln / thng n 2 - 3 ln / tun. Mc thu nhp gia nh t di 7 triu thng i siu th t 1 ln / tun. Trong khi , nhm thu nhp

trn 7 triu c thng mua sm ti siu th khong 2 - 3 ln / tun.

19-22 tui
40.0%

23-29 tui

30-39 tui

Trn 40 tui

Di 7.000.000 VND Trn 15.000.001 VND

7.000.001-15.000.000 VND

31.1% 28.6% 33.3%

30.6%

29.4% 26.2%

Mi ngy

4-6 ln / tun

2-3 ln / tun

1 ln / tun

2-3 ln / thng

1 ln / thng

Mi ngy

4-6 ln / tun

2-3 ln / tun

1 ln / tun

2-3 ln / thng

1 ln / thng

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NHN BIT NHN HNG RING SIU TH

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3.3 Ngun thng tin bit n

Trong 373 ngi tham gia kho st c n 305 ngi c bit n nhn hng ring (81.8%). Trong nhm bit sn phm mang nhn hng ring th c n 81.0% c bit v s dng nhn hng ring, v 19.0% c bit nhng khng s dng nhn hng ring. N gii bit v s dng nhn hng ring nhiu hn nam gii.

60.4%

39.6% 19.0% 81.0%

Nam N

N = 305

C bit v cha tng s dng C bit v c s dng qua

C bit v s dng nhn hng ring

N = 247

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3.4 Mc mua sn phm mang nhn hng ring

Thnh thong l mc mua nhn rng ring ph bin nht ca ngi tiu dng (chim 47.4%). Nhm c thu nhp h gia nh di 15 triu ng thng Thnh thong mua cc sn phm ca nhn hng ring. Trong khi , nhm c mc thu nhp h gia nh trn 15 triu ng thng xuyn mua cc sn phm ny s dng.
Thnh thong
47.4% 44.1% 39.4%

Thng xuyn

Rt thng xuyn

Trn 15 triu
11.7%

48.9%

T 7 - 15 triu
8.2% 8.5%

49.4% 42.4%

55.9%

Thnh thong

Thng xuyn

Rt thng xuyn

Di 7 Triu
4.4%

39.7%

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3.5 Mc nhn bit v cc nhn hng ring siu th

Big C c NTD nhn bit tt nht cho cc sn phm mang nhn hng ring, vi c nhn bit u tin v nhn bit tip theo cho nhn hng WOW. Siu th Co.opmart c nhn bit tt th hai, vi nhn hng ring cng tn l Co.opmart. ng th 3 l sn phm mang tn Aro ca siu th Metro.
Nhn bit u tin Big C
44.9%

Nhn bit c tr gip

94.8%

Tng nhn bit

97.4%

Co.opmart
Metro Lotte Mart Vinatexmart Khc
15

14.4%

42.0%

66.2%

6.9%

29.2%

34.4%

0.0%

42.6%

43.0%

0.3%

10.2%

11.1%

1.3%

1.3%

4.9%

S DNG NHN HNG RING SIU TH

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3.6 L do mua s dng Theo gii tnh

a s ngi tiu dng mua s dng nhn hng ring v Gi r (81.8%) v Mun dng th (59.9%).

Gi r hn Mun dng th Sn phm c cht lng Nhn hng ca siu th nn tin cy c tng km, khuyn mi hp dn By bn qu nhiu Nhn vin bn hng gii thiu Nhiu ngi s dng nn s dng theo Chng loi hng phong ph d la chn V tr trng by hp l Mu m p Qung co rng ri Mua thay th sn phm thng hay mua 17
38.9% 36.8% 28.7% 18.2% 16.6% 12.1% 11.3% 59.9%

81.8%

Gi r hn (80.2%) Mun dng th (63.0%)

c tng km, khuyn mi

hp dn (50.6%)

Gi r hn (79.2%) Mun dng th (62.3%)

9.3%

Nhn hng ca siu th nn

8.1% 7.3% 4.9%

tin cy (50.9%)

3.6 L do mua s dng Theo tui

19 - 22 tui
V gi r V mun dng th V nhn hng ca siu th nn tin cy V c tng km, khuyn mi hp dn

19-22

23 - 29 tui
V gi r V mun dng th

30 - 39 tui
V gi r V nhn hng ca siu th nn tin cy

Trn 40 tui
V nhn hng ca siu th nn tin cy V c tng km, khuyn mi hp dn V sn phm c cht lng
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3.7 Cc nhm hnh vi tiu dng

Yu t nh hng n quyt nh mua nhn hng ring ca ngi tham gia kho st ln lt l: + Sn phm c qung co nhiu, trng by hp l d tm kim: vi mc im trung bnh 3.82 / 5 im. + Sn phm a dng: vi mc im trung bnh 3.77 / 5 im. Kt qu phn tch nhn t vi cc yu t nh hng n quyt nh mua nhn hng ring thu c 2 nhm sau:

+ Nhm 1: Nhm quan tm gi c v mu m + Nhm 2: Nhm quan tm qung co v cht lng sn phm
Qung co nhiu
Trng by hp l d tm kim Sn phm a dng Nhiu khuyn mi hp dn Gi c Mu m p c by bn rng ri Hng cht lng An ton v sinh thc phm Sn phm tin cy
3.2 3.59 3.49 3.48 3.43 3.41 3.82 3.82 3.77 3.73

Nhm 1 1. 2. 3. 4. Gi c Nhiu khuyn mi hp dn Sn phm tin cy Mu m p Nhm 2 1. 2. 3. 4. 5. Qung co nhiu An ton v sinh thc phm c by bn rng ri Sn phm a dng Hng cht lng

Q. Mc ng cho tng yu t khi mua sn phm ca nhn hng ring s dng? 1 Hon ton khng ng n 5 Hon ton ng

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3.7 Mc tin tng sn phm mang nhn hng ring

Hu nh ngi tiu dng cha c tin tng cao vo cc yu t ca sn phm mang nhn hng ring. Qui trnh ng gi l yu t c tin tng nht trong tt c cc yu t nhng mc im trung bnh cha t n 4.0. Trong , ngi c nghin cu c mc t tin tng thp nht vi ngun gc xut x v an ton v sinh thc phm. Khi xt v tnh thnh, NTD c kho st khu vc Tp.HCM c mc tin tng vi cc yu t ca sn phm cao hn mt t so vi NTD H Ni. Tng
Qui trnh ng gi t tiu chun
3.9

H Ch Minh
4.01

H Ni
3.71

Cht lng

3.8

3.92

3.82

Gi r hn thng hiu cng loi

3.8

3.95

3.74

Ngun gc xut x An ton v sinh thc phm

3.7

3.81

3.5

3.6

3.66

3.48

Q. Mc tin tng cho cc yu t sn phm ca nhn hng ring? 1 Hon ton khng tin tng n 5 Hon ton tin tng

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3.9 Sn phm ca nhn hng ring c th c NTD mua thay th sn phm c thng hiu?
Bnh m (chim 62.3%) l sn phm nhn hng ring c a chung nht m NTD c kho st sn sng mua thay th cc sn phm c thng hiu cng loi. Ngoi ra, mt s sn phm c a chung khc l thc phm ti sng, ha m phm...
62.3%

38.9% 41.7%

37.7% 33.2% 31.6% 29.6% 29.6% 21.5% 21.1% 17.8% 17.8%

Bnh m Thc phm Bt git ti sng

Thc phm ng lnh

Giy v Rau c/Tri Nc ra M n lin sinh cy chn

Nc x vi

Nc lau sn nh

X phng

Bnh ko

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4. Kt lun
Trong thi im hin ti, song song vi nhng sn phm c thng hiu, ngi tiu dng khi i mua sm dn ch n cc sn phm mang nhn hng ring. Trong , nhm sn phm ca siu th Big C, Co.opmart, Metro c nhng ngi tham gia kho st bit n nhiu nht. Vi nhiu chng loi mt hng ring a

dng, hai nhn hng WOW v Big C ca Siu th Big C ang ngy cng ph bin vi ngi tiu dng.
T kt qu kho st, cc nhm mt hng nhn hng ring c nhm tiu dng s dng nhiu nht l Bnh m, Thc phm, Ha m phm v a phn chp nhn cc sn phm ny l v Gi r v Mun dng th. Nhng ngi tiu dng tham gia kho st cha tht s c tin tng cao vi cc sn phm mang nhn hng ring, c bit l v yu t cht lng v cng cha tht s hi lng v mc gi. V vy, cc sn phm mang nhn hng ring c th chim c lng tin ca ngi tiu dng, cc nh bn l cn mt thm mt khong thi gian na vi cc chin lc pht trin v nh v sn phm trn th trng.

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5. Thng tin p vin

Nam
41.2%
58.8%

39.4%

H Ni H Ch Minh

N
60.6%

53.1%

Trn 50.000.000 VND 20.000.001-50.000.000 VND 15.000.001-20.000.000 VND

21.2% 22.5%

3.6% 12.4%

17.7%
21.3% 15.4% 21.3% 8.2%

10.000.001-15.000.000 VND 7.000.001-10.000.000 VND 5.000.001-7.000.000 VND

3.1%

Di 5.000.000 VND 19-22 tui 23 23-29 tui 30-39 tui Trn 40 tui

THNG TIN LIN H:

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