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HI THO KHOA HC THY SN TON QUC

KHOA THY SN - I HC NNG LM TPHCM

TH HIU CA KHCH HNG SIU TH TPHCM
I VI SN PHM THY SN NG LNH
NGUYN MINH C
NG NGUYT MINH
PHM NGUYN SA

KHOA THY SN - I HC NNG LM TPHCM

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NI DUNG
V. Kt lun v ngh
IV. Kt qu tho lun
III. Phng php thc hin
II. Mc tiu ti
I. t vn
Gm:
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T VN
- Thc phm ng lnh v ch bin sn c xem l
mt gii php gii php ti u i vi nhng ngi ni
tr t thi gian
- Cc doanh nghip ch bin thy sn tp trung vo
xut khu m t quan tm n th trng ni a.
- S lng siu th TPHCM ngy cng tng nhng
cha c mt nghin cu no nh gi th hiu ca
khch hng siu th trong nc i vi sn phm thy
sn ng lnh.
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TH HIU CA KHCH HNG SIU TH TPHCM
I VI SN PHM THY SN NG LNH
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Gii thiu siu th
a ch: 3 - 3C, ng 3 Thng 2, qun 10,
Thnh ph H Ch Minh.
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Gii thiu siu th
a ch: 34, ng 3 Thng 2, qun 10,
Thnh ph H Ch Minh.
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Gii thiu siu th
a ch: 168, ng Nguyn nh Chiu, qun 3,
Thnh ph H Ch Minh.
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MC TIU TI
1
Xc nh t l ngi mua hng thy sn
ng lnh sau khi xem xt, la chn.
1
nh gi th hiu ngi tiu dng i
vi mt hng thy sn ng lnh.
2
Xc nh cc yu t nh hng n quyt
nh mua sn phm.
3
Xc nh xu hng tiu dng trong tng
lai i vi sn phm thy sn ng lnh.
4
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PHNG PHP NGHIN CU
Thi gian:
thng 3 9/2009
thng k m
t v so snh
vi MS Excel,
SPSS.
Quan st khch
hng ti khu
vc thy sn
ng lnh.
Phng vn
trc tip 350
khch hng
ti 3 siu th
qua bng cu
hi son sn.
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MAXIMARK SI GN CO.OP MART
Tn sut T l Tn sut T l Tn sut T l
SNG
Mua 230 52,15% 146 50,87% 702 61,96%
S ngi n 441 100% 287 100% 1133 100%
CHIU
Mua 222 44,40% 163 48,51% 774 62,02%
S ngi n 500 100% 336 100% 1248 100%
T l ngi mua sn phm thy sn ng lnh
sau khi gh xem
- s lng khch hng n quy thy sn ng lnh
vo bui chiu ti nhiu hn bui sng
- siu th CoopMart NC c s lng khch hng
gh n quy v mua sn phm thy sn ng lnh
nhiu hn so vi 2 siu th Maximark 3-2 v Si Gn.
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Mc thch sn phm thy sn ng lnh
Biu 3. Mc a thch sn phm ng lnh
49.57%
12.17%
32.17%
6.09%
40.00%
7.78%
41.11%
11.11%
18.57%
22.14%
43.57%
15.71%
0%
10%
20%
30%
40%
50%
60%
Rt thch Thch Bnh thng Khng thch
MAXIMARK
SI GN
CO.OP MART
=> cc doanh nghip ch bin thy sn ng lnh
cn phi n lc hn rt nhiu
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Cc yu t nh hng n s a thch
thy sn ng lnh
tui: nhm khch hng ln tui hn (> 30
tui) c khuynh hng a thch thy sn ng lnh
hn nhm khch hng tr tui.
Qui m h gia nh: h c qui m trung bnh
(t 3-5 ngi) c khuynh hng a thch thy sn
ng lnh hn so vi cc nhm khch hng c qui
m gia nh nh hn hay ln hn.
Thu nhp: khch hng c thu nhp bn thn
mc trung bnh thp (1-3 triu ng/thng) a thch
s dng thy sn ng lnh hn cc nhm khch
hng c thu nhp thp hn hay cao hn
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L do thch sn phm thy sn ng lnh
Biu 4. L do a thch sn phm thy sn ng lnh
48.7
27.8
23.5
8.7
26.1
65.2
68.9
31.1
3.3
7.8
16.7
95.6
63.6
20.0
6.4
47.9
16.4
35.0
0
10
20
30
40
50
60
70
80
90
100
Cht lng sn
phm tt.
m bo v sinh Bao gi p, tin
li
c bit thng
tin sn phm
Gi c hp l Thi gian nu
nng nhanh
%
MAXIMARK
SI GN
CO.OP MART
14 Company Logo
L do khng thch sn phm thy sn ng lnh
Biu 5. L do khin ngi tiu dng khng thch thy sn ng lnh
5.2
27.0
28.7
8.7
2.6
9.6
1.1
30.0
33.3
13.3
1.1
2.2
18.9
2.9
29.3
19.3
1.4
1.4
7.9
6.4
0
5
10
15
20
25
30
35
Cht lng sn
phm km
Khng a dng
sn phm
Gi t Thng tin sn
phm t
Khng hp khu
v
Phi tn thi gian
r ng
Khng ngon
bng sn phm
ti
MAXIMARK
SI GN
CO.OP MART
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Tn sut dng thy sn ng lnh
Maximark 3-2 4,35%
Si Gn 5,56%
CoopMart NC 18,57%
Thnh thong
1 ln/tun
2 - 5 ln/tun
Hng ngy
Maximark 3-2 18,26%
Si Gn 5,56%
CoopMart NC 6,34%
Maximark 3-2 26,09%
Si Gn 38,89%
CoopMart NC 61,43%
Maximark 3-2 50,43%
Si Gn 47,78%
CoopMart NC 11,43%
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Hnh
thc
hp dn.
Gi bn
Hn s
dng.
2 3 4
1
Tiu ch la chn sn phm ca ngi tiu dng
Uy tn
ca
cng ty
C 4 tiu ch la chn sn phm thy sn ng lnh
m ngi mua thng quan tm nht l:
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S tin dng
m bo v sinh
Tn cng ty,
nhn hiu
Cht lng sn
phm tt
Cc yu t nh hng n quyt nh
mua sn phm thy sn ng lnh
Mua sn
phm
thy sn
ng lnh.
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Cc yu t nh hng n
quyt nh mua thy sn ng lnh
Biu 6. Cc yu t tc ng n quyt nh mua thy sn ng lnh
50.0
35.7
56.5
15.7
33.9
49.6
16.5
39.1
17.4
23.5
73.3
36.7
32.2
70.0
8.9
42.2
23.3
17.8
58.6
73.6
19.3
5.7
13.6
2.9
0
10
20
30
40
50
60
70
80
Gi r S tin dng Cht lng tt
hn
m bo v
sinh hn
Bao gi p,
bt mt, tin li
Tn cng ty,
nhn hiu
c bit
thng tin sn
phm nhiu
hn
Yu t khc
MAXIMARK
SI GN
CO.OP MART
S tin dng
Gi c sn phm thy sn ng lnh
V sinh an ton thc phm
Cht lng sn phm thy sn ng lnh
Cc yu t marketing nh: bao b sn phm, hnh
thc trnh by, thng tin sn phm, tn cng ty,
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T l khch hng s dng thy sn ng lnh
trong tng lai
80%
82.22%
95%
70%
75%
80%
85%
90%
95%
100%
MaxiMark 3-2 Si Gn CoopMart NC
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1
Nhn nh:
Thi gian
dnh cho nu
nng trong
tng lai t
hn.
2
3
Tin tng:
Thy sn
ng lnh
m bo v
sinh hn.
Hy vng:
TS ng lnh
s a dng
hn, p ng
nhu cu tt
hn.
L do dng thy sn ng lnh trong tng lai
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KT LUN V NGH
Mc thch
T l khch
hng thch
sn phm
thy sn
ng lnh
cha cao.
L do thch

- Gim thi gian
nu nng
- m bo v
sinh
T l ngi
mua hng
thy sn
ng lnh khi
gh xem
mc trung
bnh.
Kt qu quan st
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KT LUN V NGH
Cc yu t nh hng n s a thch v quyt nh mua
nh hng n quyt
nh mua
- gi sn phm
- an ton thc phm
- cht lng sn phm
- marketing
- tui
- Qui m h gia nh
- Thu nhp
nh hng n s a thch nh hng n quyt nh mua
Ngi tiu dng trong nc c xu hng dng nhiu
sn phm thy sn ng lnh hn trong tng lai.
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KT LUN V NGH
ngh
- M rng kho st nhng h gia nh thnh ph
v nng thn bit c nhng nhu cu a dng
ca ngi tiu dng i vi sn phm thy sn
ng lnh.
- iu tra thm v tnh hnh tiu th cc sn phm
thy sn khc siu th xc nhh sc tiu th
sn phm thy sn ca ngi dn.

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HI THO KHOA HC THY SN TON QUC
KHOA THY SN - I HC NNG LM TPHCM