Bng 1. Gii tnh v mc i mua sm ti siu th ca sinh vin.

Group Statistics

Muc do mua
sam cua ban

Gioi tinh
Nam
Nu

Std.
Mean Deviation
2.82
.405
2.56
.680

N
11
39

Std.
Error
Mean
.122
.109

Nam sinh vin, c mc mua sm ti siu th trung bnh l 2,82 ( Mc thnh

thong)
N sinh vin, c mc mua sm ti siu th trung bnh l 2,86 ( Mc thnh
thong)
Khng c s khc bit lm mc mua sm ti siu th gia Nam v N sinh
vin trong mu nghin cu.
Independent Samples Test
Levene's Test for
Equality of
Variances

Sig.

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

95% Confidence Interval

of the Difference
Lower

Muc do mua
sam cua ban

Equal variances
assumed

10.253

.002

Upper

1.176

48

.245

.25

.216

-.180

.689

1.554

27.685

.132

.25

.164

-.081

.589

Equal variances
not assumed

Sig. trong kim Levenes Test for Equality of Variances =0,002 < 0,005 => phng
sai trong hai nhm khc nhau.
Sig. trong T- test Equality of Mean = 0,132 > 0,005 => chp nhn H0
Khng c s khc bit v mc i mua sm ti siu th ca Nam v N sinh
vin. Kt qu khng i din cho dn s v khng mang ngha thng k.
Bng 2. Khu vc c tr v mc mua sm ti siu th ca sinh vin.
Group Statistics

Muc do mua
sam cua ban

Khu vuc cu tru

Tinh thanh khac
Tp.HCM

N
11
39

Std.
Mean Deviation
2.55
.522
2.64
.668

Std.
Error
Mean
.157
.107

Nhng sinh vin c tr cc tnh thnh khc c mc mua sm ti siu th trung bnh
l 2,55 ( mc thnh thong)
Nhng sinh vin c tr ti Tp.HCM c mc mua sm ti siu trung bnh l 2,64
( mc thnh thong)
Independent Samples Test
Levene's Test for
Equality of Variances

Sig.

t-test for Equality of Means

Sig.
(2tailed)

df

Mean
Difference

Std. Error
Difference

95% Confidence Interval

of the Difference
Lower

Muc do
mua sam
cua ban

Equal variances
assumed

1.132

.293

Equal variances
not assumed

Upper

-.437

48

.664

-.10

.219

-.535

.344

-.502

20.237

.621

-.10

.190

-.492

.301

Sig. trong kim nh Levenes Test = 0.293 > 0,005 => c s khc bit v phng sai
gia hai nhm c tr.
Sig. trong t-test for Equalitu of Mean = 0,621>0,005 => khng c s khc bit v mc
i mua sm ti siu th ca hai khu vc c tr. Kt qu khng i din cho dn s v
khng mang ngha thng k.
Bng 3. Hin ti ngi c nghin cu sng cng ai.
Descriptives
Muc do mua sam cua ban
N

Mot minh

Mean

Std.
Deviation

Std. Error

95% Confidence Interval for Mean

Upper
Lower Bound
Bound

Minimum

Maximum

3.50

.707

.500

-2.85

9.85

Ban be

28

2.64

.559

.106

2.43

2.86

Cung gia dinh

16

2.50

.730

.183

2.11

2.89

Total

46

2.63

.645

.095

2.44

2.82

- Nhng sinh vin sng mt mnh c mc i mua sm ti siu th trung bnh l 3,50 (
Mc t khi)
- Nhng sinh vin sng cng vi bn b c mc i mua sm ti siu th trung bnh l
2,64 ( Mc thnh thong) .
- Nhng sinh vin sng cng gia nh th mc mua sm ti siu th l 2,50 ( Mc
thnh thong).
Test of Homogeneity of Variances
Muc do mua sam cua ban
Levene
Statistic
1.069

df1

df2
2

43

Sig.
.352

Sig. = 0,352 > 0,005 => c s ng nht v phng sai . Tha mn iu kin, s dng
c bng ANOVA .
ANOVA
Muc do mua sam cua ban
Sum of
Squares
Between
1.789
Groups
Within
16.929
Groups
Total
18.717

Mean
Square

df

.894

43

.394

Sig.

2.272

.115

45

Sig. = 0,115 > 0,005 => chp nhn H0 , kt qu khng i din cho dn s v khng
mang ngha thng k.
Bng 4. S thch i mua sm v mc i mua sm ti siu th ca sinh vin.
Group Statistics

Ban co thich
mua sam tai sieu
thi ko
Muc do mua sam Co
cua ban
Khong

N
44
5

Std.
Mean Deviation
2.50
.550
3.40
.548

Std.
Error
Mean
.083
.245

Nhng ngi thch mua sm ti siu th c mc mua sm ti siu th trung bnh l

2,50 (thnh thong)
Nhng ngi khng thch mua sm ti siu th c mc mua sm trung bnh ti siu
th l 3,40 (t khi)
Nhng ngi thch mua sm ti siu th th i mua sm ti siu th nhiu hn
( trong mu nghin cu).
Independent Samples Test
Levene's Test for
Equality of Variances
F

Sig.

t-test for Equality of Means

t

df

Sig.
(2-tailed)

Mean
Difference

Std. Error
Difference

95% Confidence Interval

of the Difference
Lower

Muc do
mua sam
cua ban

Equal variances
assumed
Equal variances
not assumed

.376

.543

Upper

-3.469

47

.001

-.90

.259

-1.422

-.378

-3.480

4.963

.018

-.90

.259

-1.566

-.234

Sig. trong kim nh Levenes = 0,543 > 0,05 => phng sai trong 2 nhm bng nhau.

Mean

Std.
Deviation

Std. Error

95% Confidence Interval for Mean

Lower Bound

Kha gia

Minimum

Maximum

Upper Bound

2.33

.516

.211

1.79

2.88

binh thuong

44

2.66

.645

.097

2.46

2.86

Total

50

2.62

.635

.090

2.44

2.80

Sig. trong T-Test = 0,001 < 0,05 chp nhn H1 , c s khc bit mc i mua sm
gia nhng ngi c v khng thch i mua sm ti siu th. Kt qa i din cho dn s
v mang ngha thng k.
Bng 4. Mc sng gia nh v mc mua sm ti siu th ca sinh vin.
Descriptives
Muc do mua sam cua ban
- Nhng sinh vin thuc gia nh kh gi c mc mua sm ti siu th trung bnh
l 2,33 ( Mc thng xuyn)
- Nhng sinh vin thuc gia nh bnh thng c mc i mua sm ti siu th
trung bnh l 2,66 ( Mc thnh thong)
Test of Homogeneity of Variances
Muc do mua sam cua ban
Levene
Statisti
c
df1
df2
1.044
1
48

Sig.
.312

Sig = 0,312 > 0,005 => c s ng nht v phng sai . Tha mn iu kin, dng c
bng ANOVA
ANOVA
Muc do mua sam cua ban
Sum of
Squares
Between
.560
Groups
Within
19.220
Groups
Total
19.780

Mean
Square

df
1

.560

48

.400

F
1.399

Sig.
.243

49

Sig = 0,243 > 0,005 => chp nhn H0 kt qu khng i din cho dn s v khng mang
ngha thng k
Bng 6. Mc i mua sm v vic chi tin cho vic mua sm ti siu th ca sinh
vin.

Muc do mua sam cua ban * Tien cho mua sam Crosstabulation

Muc do mua
sam cua ban

thuong xuyen

thinh thoang

It khi

Total

Count
% within Muc
do mua sam
cua ban
% within Tien
cho mua sam
% of Total
Count
% within Muc
do mua sam
cua ban
% within Tien
cho mua sam
% of Total
Count
% within Muc
do mua sam
cua ban
% within Tien
cho mua sam
% of Total
Count
% within Muc
do mua sam
cua ban
% within Tien
cho mua sam
% of Total

Tien cho mua sam

duoi 200 tu 200 den
ngan
500 ngan tren 500 ngan
5
14
4

Total
23

21.7%

60.9%

17.4%

100.0%

25.0%

53.8%

100.0%

46.0%

10.0%
12

28.0%
11

8.0%
0

46.0%
23

52.2%

47.8%

.0%

100.0%

60.0%

42.3%

.0%

46.0%

24.0%
3

22.0%
1

.0%
0

46.0%
4

75.0%

25.0%

.0%

100.0%

15.0%

3.8%

.0%

8.0%

6.0%
20

2.0%
26

.0%
4

8.0%
50

40.0%

52.0%

8.0%

100.0%

100.0%

100.0%

100.0%

100.0%

40.0%

52.0%

8.0%

100.0%

- Trong 23 ngi thng xuyn i mua sm ti siu th th c 5 ngi chi di 200

ngn, 14 ngi chi t 200 n 500 ngn, 4 ngi chi trn 500 ngn cho vic mua
sm, chim % tng ng l: 21.7%, 60.9%, 17.4%.
- Trong 26 ngi chi t 200 n 500 ngn cho vic mua sm ti siu th th c 14
ngi thng xuyn mua sm, 11 ngi thnh thong, 1 ngi t khi, chim %
tng ng l: 53.8%, 42.3%, 3.8%.
- Trong 50 ngi tham gia nghin cu, th c 5 ngi chi di 200 ngn cho vic
mua sm ti siu th th thng xuyn i mua sm ti siu th, chim % tng ng
l 10%.
Mc thng xuyn c 75 im khc bit.
Mc thnh thong c 60 im khc bit.
Mc t khi c 15 im khc bit.
Nh vy, c s khc bit ln gia t l % ca bin Chi tin cho mua sm trong
bin Mc i mua sm.
2 bin c mi quan h mnh vi nhau.
Nhng ngi c mc i mua sm ti siu th cng nhiu th s tin chi cho mua
sm cng ln ( theo mu nghin cu).
Bng 7. Nguyn nhn i siu th ca sinh vin.

Statistics
Nguyen nhan di sieu thi
N

Valid
Missing

49
1
1

Mode

Nguyen nhan di sieu thi

Valid

Missing
Total

Frequency
36
10
3
49
1
50

mua sam
giai tri
bi ru re
Total
System

Percent
72.0
20.0
6.0
98.0
2.0
100.0

Valid
Percent
73.5
20.4
6.1
100.0

Cumulative
Percent
73.5
93.9
100.0

Trong 49 ngi tham gia nghin cu th c 36 ngi n siu th mua sm, 10 ngi
n gii tr, c 3 ngi b r r i cng. S % tng ng l 73.5%, 20.4%, 6.1%.
Bng 8. Sinh vin thng i siu th vi ai.
Statistics
Ban thuong di sieu thi voi ai
N

Valid
Missin
g

Mean
Median
Mode

50
0
2.34
3.00
3

Ban thuong di sieu thi voi ai

Frequenc
y
Valid

mot
minh
gia
dinh
ban be
Total

Percent

Valid
Percent

Cumulative
Percent

12

24.0

24.0

24.0

18.0

18.0

42.0

29
50

58.0
100.0

58.0
100.0

100.0

Trong 50 ngi tham gia nghin cu, th c 12 ngi thng i siu th mt mnh, 9
ngi i siu th vi gia nh, 29 ngi i siu th vi bn b. S % tng ng l: 24%,
18%, 58%.

B. Cc yu t t siu th.
Bng 9 . S quan tm n cc chng trnh khuyn mi v mc mua sm ti
siu th ca sinh vin.
Descriptive Statistics
Mean
Muc do mua sam cua
ban
Ban co quan tam den
chuong trinh khuyen
mai ko

Std.
Deviation

2.62

.635

50

2.14

.833

50

Correlations

Muc do mua sam

cua ban
Ban co quan tam
den chuong trinh
khuyen mai ko

Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)

Muc do mua
sam cua ban
1
.
50
.295(*)
.037

Ban co
quan tam
den chuong
trinh
khuyen mai
ko
.295(*)
.037
50
1
.

50

50

* Correlation is significant at the 0.05 level (2-tailed).

R= 0,295 => tng quan thun mc trung bnh yu.
Kt lun: nhng ngi cng i mua sm ti siu th th cng quan tm n cc chng
trnh khuyn mi siu th.
Bng 10. Quan im i mua sm ti siu th gip tit kim thi gian v mc i
mua sm ti siu th ca sinh vin.
Muc do mua sam cua ban * Di mua sam o sieu thi tiet kiem thoi gian
Crosstabulation
Muc do mua sam cua ban * Di mua sam o sieu thi tiet kiem thoi gian Crosstabulation

Muc do mua
sam cua ban

thuong xuyen

Count
% within Muc
do mua sam
cua ban
% within Di
mua sam o sieu
thi tiet kiem
thoi gian

Di mua sam o sieu thi

tiet kiem thoi gian
khong dong
dong y
y
19
1

Total
20

95.0%

5.0%

100.0%

57.6%

14.3%

50.0%

thinh thoang

It khi

Total

% of Total
Count
% within Muc
do mua sam
cua ban
% within Di
mua sam o sieu
thi tiet kiem
thoi gian
% of Total
Count
% within Muc
do mua sam
cua ban
% within Di
mua sam o sieu
thi tiet kiem
thoi gian
% of Total
Count
% within Muc
do mua sam
cua ban
% within Di
mua sam o sieu
thi tiet kiem
thoi gian
% of Total

47.5%
13

2.5%
4

50.0%
17

76.5%

23.5%

100.0%

39.4%

57.1%

42.5%

32.5%
1

10.0%
2

42.5%
3

33.3%

66.7%

100.0%

3.0%

28.6%

7.5%

2.5%
33

5.0%
7

7.5%
40

82.5%

17.5%

100.0%

100.0%

100.0%

100.0%

82.5%

17.5%

100.0%

Trong tng s 20 sinh vin thng xuyn i mua sm ti siu th c 19 sinh vin ng
, v c 1 sinh vin khng ng vi vi c i mua sm siu th l tit ki m
thi gian
tng ng vi t l l 95 % v 5 %.
Trong tng s 33 sinh vin ng i mua sm siu th tit ki m thi gian th c 19
sinh vin c mc mua sm thng xuyn, 13 ngi thnh thong v 1 ngi t khi
tng ng vi t l l 57.6% ; 39,4% v 3%.
Trong 40 sinh vin tham gia nghin cu c 19 sinh vin ng rng i mua sm siu
th tit ki m thi gian th c mc mua sm thng xuyn chim t l 47.5%.
Mc thng xuyn c 43.3 im khc bit.
Mc thnh thong c 17.7 im khc bit.
Mc t khi c 25.6 im khc bit.
Nh vy, 2 bin c mi quan h tng i vi nhau. Ngha l bin i mua sm
ti siu th gip tit kim thi gian c tc ng tng i n bin Mc i
mua sm. C s khc bit gia nhng ngi ng v khng ng quan im
i mua sm gip tit kim thi gian trong cc mc i mua sm ( thng xuyn,
thnh thong, t khi).
Quan im i mua sm siu th gip tit kim c nhiu thi gian hn so vi
mua sm nhng ni khc ( ch, ca hng) c nh hng n vic mua sm
ca sinh vin rt nhiu. Trong mu nghin cu cho thy, a s sinh vin i mua
sm ti siu th thng xuyn th u cho rng i siu th tit kim thi gian hn
v ngc li.

Bng 11. Vi c tham gia chng trnh h u mi v mc i mua sm ti siu th

ca sinh vin.
Group Statistics

Muc do mua sam cua

ban

Tham gia chuong

trinh hau mai cua sieu
thi
co
khong

Std.
Deviation
.674
.627

Mean
2.50
2.66

12
38

Std.
Error
Mean
.195
.102

- Nhng sinh vin c tham gia chng trnh h u mi ca siu th c mc mua

sm trung bnh l 2, 50 (mc thnh thong).
- Nhng sinh vin khng tham gia chng trnh h u mi ca siu th c mc
mua sm trung bnh l 2,66 (mc thnh thong).
Khng c s khc bit ng k trong vic tham gia chng trnh hu mi n vic
i mua sm ca sinh vin ti siu th ( theo mu nghin cu).
Independent Samples Test
Levene's Test for
Equality of
Variances

F
Muc do mua sam
cua ban

Equal variances
assumed
Equal variances
not assumed

.099

Sig.
.755

t-test for Equality o

Sig. (2tailed)

df

-.747

48

.459

-.16

-.719

17.446

.482

-.16

- Sig. trong kim nh Levenes Test =0,755 > 0,05 => phng sai trong hai
nhm bng nhau.
- Sig. trong t-test for Equality of Mean = 0.459 > 0,05 => chp nh n H0. Khng
c s khc bi t v mc i mua sm ti siu th v vi c tham gia chng trnh
h u mi. Kt qu khng i di n cho dn s v khng mang ngha thng k.
Bng 12. S nh gi ca sinh vin v cc chng trnh hu mi ti siu th.
Statistics
Ban danh gia ve cac chuong trinh o sieu thi
N
Valid
50
Missin
0
g
Mean
2.00
Median
2.00
Mode
2
Ban danh gia ve cac chuong trinh o sieu thi

Mean
Differenc
e

Valid

hai long
binh
thuong
khong
y kien
Total

Frequenc
y
13

Percent
26.0

Valid
Cumulative
Percent
Percent
26.0
26.0

24

48.0

48.0

74.0

13

26.0

26.0

100.0

50

100.0

100.0

Trong 50 ngi tham gia nghin cu th c 13 ngi hi lng vi cc chng trnh hu

mi, 24 ngi nh gi bnh thng v cc chng trnh hu mi, 13 ngi khng c
kin v cc chng trnh hu mi. Tng ng vi s % l: 26%, 48%, 26%.
iu ny cho thy, ngi tiu dng ( trong nghin cu ny l sinh vin) t c quan tm
n cc chng trnh hu mi. V th nn h c ci nhn bnh thng v vn ny l
ch yu (Mode = 2). Tuy nhin c th do mu nghin cu ch tp trung vo vic mua
sm cc mt hng di 500 ngn VND, m nhng mt hng ny t ch trng n cc
chng trnh hu mi v sau, nn t c quan tm.
Bng 13. Mt hng thng mua sm siu th ca sinh vin.
Group $CC16

Ban thuong mua gi

Category label
thuc pham
cc thiet bi gia dung
cac vat dung gia dinh
my pham
quan ao, giay dep
ca mat hang khac

Code

Count

1
2
3
4
5
6

43
2
12
31
19
17
------124

Total responses
0 missing cases;

Pct of Pct of
Responses Cases
34.7
1.6
9.7
25.0
15.3
13.7
----100.0

86.0
4.0
24.0
62.0
38.0
34.0
----248.0

50 valid cases

Trong 124 lt ngi la chn mt hng thng mua sm ti siu th th c:

-

43 lt ngi la chn mua thc phm, 34,7% lt ngi la chn mua thc
phm, 86% ngi la chn mua thc phm ti siu th.

- 2 lt ngi la chn mua cc thit b gia dng, 1.6% lt ngi la chn mua
cc thit b gia dng, 4% ngi la chn mua cc thit b gia dng.
- 12 lt ngi la chn mua cc vt dng gia nh, 9.7% lt ngi la chn mua
cc vt dng gia nh, 24% ngi la chn mua cc vt dng gia nh.
- 31 lt ngi la chn mua m phm, 25% lt ngi la chn mua m phm,
62% ngi la chn mua m phm.
- 19 lt ngi la chn mua qun o v giy dp, 15.3% lt ngi la chn mua
qun o v giy dp, 38% ngi la chn mua qun o v giy dp.

- 17 lt ngi la chn mua cc mt hng khc, 13.7% lt ngi la chn mua

cc mt hng khc , 34% ngi la chn mua cc mt hng khc .

Bng 14. Tham gia cc hot ng khc siu th ca sinh vin.

Group $CC17

Tham gia hoat dong khac

Category label

Code

Count

xem phim
an uong
choi tro choi
khong tham gia

1
2
3
4

6
19
13
17
------55

Total responses
0 missing cases;

Pct of Pct of
Responses Cases
10.9
34.5
23.6
30.9
----100.0

12.0
38.0
26.0
34.0
----110.0

50 valid cases

Trong 55 lt ngi chn tham gia cc hot ng khc ti siu th th c:

-

6 lt ngi la chn xem phim, 10,9% lt ngi la chn xem phim, 12%
ngi la chn xem phim.

- 19 lt ngi la chn n ung, 34.5% lt ngi la chn n ung, 38% ngi

la chn n ung.
- 13 lt ngi la chn chi tr chi, 23.6% lt ngi la chn chi tr chi,
26% ngi la chn chi tr chi.
- 4 lt ngi la chn khng tham gia, 30.9% lt ngi la chn khng tham gia
, 34% ngi la chn khng tham gia .
Bng 15. Mc tham gia cc hot ng khc ti siu th ca sinh vin.
Descriptive Statistics
Mean
Muc do mua sam
cua ban
Muc do tham gia
hoat dong tai st

Std.
Deviation

2.62

.635

50

3.30

1.111

50

Correlations

Muc do mua sam Pearson

Muc do
Muc do
tham gia
mua sam hoat dong
cua ban
tai st
1 .483(**)

cua ban

Correlation
Sig. (2-tailed)
.
.000
N
50
50
Muc do tham gia Pearson
.483(**)
1
hoat dong tai st
Correlation
Sig. (2-tailed)
.000
.
N
50
50
** Correlation is significant at the 0.01 level (2-tailed).
R= 0.483 => 2 bin c mi tng quan thun mc trung bnh.
Sig. = 0.0001 < 0.05 => s dng hi quy c.
Variables Entered/Removed(b)

Model
1

Variables
Entered

Variables
Removed

Muc do
tham gia
hoat dong
tai st(a)

Method
.

Enter

a All requested variables entered.

b Dependent Variable: Muc do mua sam cua ban
Model Summary
Adjusted R
Std. Error of
R
R Square
Square
the Estimate
.483(a)
.233
.217
.562
a Predictors: (Constant), Muc do tham gia hoat dong tai st
Model
1

ANOVA(b)

Model
1

Sum of
Squares
Regressio
n
Residual

df

Mean Square

4.610

4.610

15.170

48

.316

Sig.

14.586

.000(a)

Total

19.780
49
a Predictors: (Constant), Muc do tham gia hoat dong tai st
b Dependent Variable: Muc do mua sam cua ban
Coefficients(a)
Unstandardized
Coefficients
Model
1

B
Std. Error
(Constant)
1.709
.251
Muc do
tham gia
.276
.072
hoat dong
tai st
a Dependent Variable: Muc do mua sam cua ban

Standardized
Coefficients
Beta

.483

t
6.798

Sig.
.000

3.819

.000

R2 = 0.233 => 2 bin c mi tng quan thun, cng trung bnh.

Sig. = 0.0001 < 0.05 => kt qu i din cho dn s v mang ngha thng k.
Phng trnh hi quy: y= 1.709 + 0.276x (mc tham gia cc hot ng tai siu
th).
Gi tr 1.709 ( Constant) l im gia ng hi qui v im khng ca trc X.
0.276 l h s hi qui (b- Coefficient).
Nu gi tr i vi Mc tham gia cc hot ng siu th thay i 1 im th gi tr
i vi Mc mua sm s thay i 0.276 im.

Bng 16. Gi c siu th.

Group $CC19

Gia ca

Category label

Code

Count

1
2
3
5

14
28
18
4
------64

hop ly
it bien dong
hay giam gia nhieu uu dai
dat hon

Total responses
0 missing cases;

Pct of Pct of
Responses Cases
21.9
43.8
28.1
6.3
----100.0

28.0
56.0
36.0
8.0
----128.0

50 valid cases

Trong 64 lt ngi nu kin v gi c siu th th c:

-

14 lt ngi cho rng gi c hp l, 21,9% lt ngi cho rng gi c hp l,

28% ngi cho rng gi c hp l.

- 28 lt ngi cho rng gi c t bin ng, 43.8% lt ngi cho rng gi c t

bin ng, 56% ngi cho rng gi c t bin ng.
- 18 lt ngi cho rng gi c hay gim gi v c nhiu u i, 28.1% lt ngi
cho rng gi c hay gim gi v c nhiu u i, 36% ngi cho rng gi c hay
gim gi v c nhiu u i.
- 4 lt ngi cho rng gi c t hn bn ngoi , 6.3% lt ngi cho rng gi c
t hn bn ngoi, 8% ngi cho rng gi c t hn bn ngoi.
Bng 17. Quan im i siu th l vn minh.
Di sieu thi la van minh

Valid

dong y
khong
dong y
khong y
kien
Total

Frequency
24

Percent
48.0

Valid Percent
48.0

Cumulative
Percent
48.0

12

24.0

24.0

72.0

14

28.0

28.0

100.0

50

100.0

100.0

Trong tng s 50 ngi tham gia nghin cu, c 24 ngi ng vi quan im i siu
th l vn minh, 12 ngi khng ng quan im ny v 14 ngi khng kin. S %
tng ng l 48%, 24%, 28%.
Bng 18. Mc nh hng ca cc yu t khc n s la chn mua sm ti siu
th.
Descriptive Statistics

N
Gan nha
Phuong thuc thanh
toan

50

Mean
1.84

50

2.34

Thoai mai lua

chon va dung thu
Bao dam chat
luong san pham
Sach se
Khuyen mai hau
mai
An ninh trat tu cao
Mat hang da dang
tien loi
Valid N (listwise)

50

2.24

49

2.12

49

1.94

50

2.38

49

2.10

50

2.14

47

Mc nh hng ca cc yu t khc n s la chn mua sm ti siu th: nh hng

nhiu nht l yu t gn nh v ni mua sm sch s, thong mt. Cn tt c yu t cn
li u c nh hng xp x ngang nhau tc ng n quyt nh mua sm ca ngi
tham gia nghin cu.
Bng 19. S hng dn, gii p thc mc ca nhn vin siu th v mc i mua
sm ti siu th.
Descriptive Statistics
Mean
Muc do mua sam
cua ban
Nhan vien st giai
dap thac mac ve
hang hoa

Std.
Deviation

2.62

.635

50

3.24

.981

50

Correlations

Muc do
mua sam
cua ban

Nhan
vien st
giai dap
thac mac
ve hang
hoa

Muc do mua sam Pearson

1
.248
cua ban
Correlation
Sig. (2-tailed)
.
.083
N
50
50
Nhan vien st giai Pearson
.248
1
dap thac mac ve Correlation
hang hoa
Sig. (2-tailed)
.083
.
N
50
50
R=0.248 => 2 bin c mi tng quan thun mc trung bnh yu.

Mt ngi cng t i siu th th cng t nh nhn vin trong siu th hng dn hoc
gii p thc mc v hng ha h chn.
Bng 20. Cht lng phc v ca nhn vin siu th v mc i mua sm ca
sinh vin.
Descriptives
Muc do mua sam cua ban
95% Confidence Interval for Mean
N

Mean

Std. Deviation

Std. Error

Lower Bound

Upper Bound

Minimum

Maximum

tot

13

2.54

.519

.144

2.22

2.85

binh thuong

35

2.69

.676

.114

2.45

2.92

kem

2.00

.000

.000

2.00

2.00

Total

50

2.62

.635

.090

2.44

2.80

- Nhng sinh vin nh gi cht lng phc v ca nhn vin siu th l tt c mc

i mua sm ti siu th trung bnh l 2,54 mc thnh thong
- Nhng sinh vin nh gi cht lng phc v ca nhn vin siu th l bnh
thng c mc i mua sm ti siu th trung bnh l 2,69 t khi
- Nhng sinh vin nh gi cht lng phc v ca nhn vin siu th l km th c
mc i mua sm ti siu th l 2,00 mc thng xuyn

Test of Homogeneity of Variances

Muc do mua sam cua ban
Levene
Statisti
c
4.651

df1
2

df2
47

Sig.
.014

- Sig. =0,014 > 0,005 => c s ng nht v phng sai . tha mn iu ki n, dng
c bng ANOVA
ANOVA
Muc do mua sam cua ban
Sum of
Squares
Between
Groups
Within
Groups

Mean
Square

df

1.006

.503

18.774

47

.399

F
1.260

Sig.
.293

Total

19.780

49

- Sig. =0,293 > 0,005 => chp nh n H0 , kt qu khng i di n cho dn s, v

khng mang ngha thng k.
Bng 21. Mc nh hng ca cc chng trnh qung co v vic mua sm ti
siu th ca sinh vin.
Descriptive Statistics

N
Tren tv
Tren internet
Tren bao chi
ban ron, ap
phich
Valid N
(listwise)

49
49
50

Mean
3.00
3.06
3.14

50

3.02

48

Cc phng tin truyn thng qung co v siu th c mc nh hng bnh thng

n tm l mua sm ca nhng ngi tham gia nghin cu. iu ny cho thy tc ng
qung co ca siu th cha tht s thu ht ngi tiu dng ( trong mu nghin cu ny
l sinh vin).