B GIO DC & O TO

I HC KINH T TP H CH MINH
KHOA TON THNG K

KHA LUN TT NGHIP

TI:

O LNG SC KHE THNG HIU CHO CHUI

CA HNG THC PHM CO.OP FOOD
TI TPHCM

Gio vin hng dn:

Nguyn Thi Ha

Sinh vin thc hin:

L Th Phng Hin

Lp:

Thng K Kinh Doanh - Kha 32

Thng 6 nm 2010

LI CM N

Trong sut nhng nm hc i hc, em nhn c rt nhiu kin thc v s quan

tm gip ca cc thy c gio, cc anh ch v cc bn.Em xin gi ti tt c li cm
n su sc.
c bit, em xin chn thnh cm n thy Nguyn Thi Ha, thy cho em rt
nhiu li khuyn v tn tnh hng dn em hon thnh kha lun.
Tip theo, em xin chn thnh cm n cc anh ch trong Ban d n thc phm thuc
Lin hip hp tc x TP.H Ch Minh Saigon Co.op to iu kin v ng gp
kin cho em trong sut qu trnh thc tp v hon thnh kha lun.
EM XIN CHN THNH CM N!

TP.HCM, Ngy 5 Thng 6 Nm 2010

L TH PHNG HIN

TM TT

Vic kim tra hay o lng sc khe thng hiu c cc cng ty nc ngoi thc
hin kh thng xuyn hng nm, c cng ty cn thc hin nhiu ln trong nm.Tuy
nhin, cng vic ny cn kh mi m i vi cc doanh nghip Vit Nam.
Vic nghin cu khch hng xc nh r hnh nh thng hiu trong tm tr khch
hng, xem hnh nh c i lch vi nh v ca thng hiu hay khng? Nu hnh nh
thng hiu qu khc bit so vi nh v, th c ngha l thng ip truyn thng c vn
. Thng ip khng truyn thng ng v nh v thng hiu n ngi tiu
dng.
Ngoi ra, hnh nh thng hiu tc ng nh th no n hnh vi ca khch hng
nh mua th v mua lp li, v nhng cm nhn v cht lng hay mc tha mn ca
khch hng v thng hiu cng c kho st v phn tch.
Chui ca hng thc phm an ton, tin li Co.op Food l mt m hnh mi, mt
thng hiu mi c xy dng. thc c vai tr ca vic o lng sc khe thng
hiu trong giai on ny, em xy dng ti nghin cu ca mnh.
Trong qu trnh lm vic, do cn nhiu hn ch v thi gian, chi ph, nhn thc nn
kh trnh khi sai st. Rt mong nhn c kin ng gp t qu thy c, anh ch v
cc bn.
Xin chn thnh cm n!

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GVHD: Nguyn Thi Ha

MC LC
M U
1. Bi cnh ti nghin cu....................................................................................7
2. Pht biu vn ....................................................................................................7
3. Mc tiu ca ti................................................................................................8
4. Phm vi nghin cu...............................................................................................9
CHNG I: GII THIU S LC V CNG TY THC TP...................10
1.1 Gii thiu v Lin hip hp tc x thnh ph H Ch Minh Saigon Co.op v h
thng siu th Co.op Mart..........................................................................................10
1.1.1 Tn v a ch cng ty..............................................................................10
1.1.2 Ngun vn kinh doanh.............................................................................10
1.1.3 Lnh vc hot ng ca Saigon Co.op......................................................10
1.1.4 C cu t chc ca Saigon Co.op.............................................................11
1.1.5 i nt v qu trnh pht trin v thnh tu.............................................12
1.2 Gii thiu v chui ca hng thc phm an ton tin li Co.op Food.................13
1.2.1 Qu trnh ra i v pht trin....................................................................13
1.2.2 Nhng c im ca Co.op Food.............................................................14
1.2.3 Hoi bo ca Co.op Food.........................................................................15
1.2.4 H thng cc ca hng hin ti.................................................................15
CHNG II: C S L THUYT......................................................................16
2.1 L thuyt v thng hiu.....................................................................................16
2.1.1 Khi nim thng hiu.............................................................................16
2.1.2 Thnh phn ca thng hiu....................................................................17
2.1.3 Phn bit thng hiu v nhn hiu..........................................................18
2.1.4 ngha ca thng hiu..........................................................................18
2.1.5 c im ca thng hiu........................................................................19
2.1.6 Thng hiu mnh...................................................................................19
2.2 L thuyt v o lng sc khe thng hiu...................................................21
2.2.1 Mc tiu v ngha ca o lng sc khe thng hiu.........................21
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2.2.2 Cc gc lu khi o lng sc khe thng hiu..............................21

2.2.3 Ni dung o lng sc khe thng hiu................................................23
2.2.4 Phm vi o lng.....................................................................................23
2.2.5 Ch s ABS ch s sc mnh thng hiu.............................................24
2.3 L thuyt thng k...............................................................................................25
2.3.1 L thuyt nghin cu th trng...........................................................25
2.3.2 Ngun d liu trong nghin cu...............................................................26
2.3.3 Thu thp d liu s cp............................................................................27
2.3.4 Phng php chn mu............................................................................29
2.3.5 Xc nh c mu......................................................................................33
CHNG III: PHNG PHP NGHIN CU................................................35
3.1 Mc tiu nghin cu............................................................................................35
3.2 Cch tip cn vn ............................................................................................35
3.3 Chin lc nghin cu.........................................................................................36
3.4 Phng php thu thp d liu..............................................................................38
3.5 Phng php chn mu.......................................................................................38
3.6 K hoch phn tch..............................................................................................39
3.7 tin cy............................................................................................................39
CHNG IV: KT QU NGHIN CU............................................................41
4.1 Nhn din i th cnh tranh chnh.....................................................................41
4.2 o lng mc trung thnh..............................................................................44
4.3 Mc thng xuyn mua hng ti ca hng thc phm...................................50
4.4 nh gi cc yu t quan trng khi chn mua hng ti ca hng thc phm......51
4.5 o lng mc hi lng i vi Co.op Food...................................................55
4.6 Hiu qu Logo v SLOGAN...............................................................................56
4.7 Thng tin v khuyn mi, qung co, PR............................................................61
CHNG V: KT LUN V XUT.............................................................66

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GVHD: Nguyn Thi Ha

DANH MC CC BNG BIU

1. Nhn bit u tin...............................................................................................41
2. Ni tng n mua hng thc phm...................................................................45
3. Mc thng xuyn mua hng ti ca hng thc phm...............................50
4. Yu t quan trng khi chn mua hng ti ca hng thc phm.....................54
5. n tng SLOGAN.............................................................................................59
6. Ghi nh SLOGAN...............................................................................................60
7. Ngun thng tin tin cy nht..............................................................................62

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DANH MC CC S HNH NH
1. C cu t chc ca Saigon Co.op..........................................................................11
2. Khi nim thng hiu..........................................................................................16
3. Th no l thng hiu..........................................................................................17
4. Phn bit thng hiu v nhn hiu.......................................................................18
5. Quy trnh nghin cu th trng............................................................................26
6. D liu trong nghin cu th trng......................................................................37
7. nhn bit thng hiu......................................................................................42
8. Ch s ABS............................................................................................................43
9. Ni mua hng thc phm chnh.............................................................................45
10. trung thnh vi Co.op Food...........................................................................46
11. T l chuyn i t nhn bit sang dng th.......................................................46
12. Mc duy tr s dng.......................................................................................47
13. Mc tip tc s dng......................................................................................48
14. Mc truyn ming..........................................................................................49
15. Xu hng thay i thng hiu...........................................................................49
16. Mc thng xuyn mua hng ti ca hng thc phm...................................50
17. Mc thng xuyn mua tng loi mt hng...................................................51
18. Cc yu t quan trng khi chn mua hng ti ca hng thc phm.....................53
19. Yu t quan trng nht khi chn mua hng ti ca hng thc phm...................54
20. Mc hi lng vi Co.op Food.........................................................................55
21. Hiu qu mu sc Logo.......................................................................................56
22. Nhn nh v Logo..............................................................................................57
23. ngha Logo.......................................................................................................58
24. n tng SLOGAN............................................................................................59
25. Ghi nh SLOGAN...............................................................................................60
26. Cm tng v SLOGAN.....................................................................................61
27. Ngun thng tin...................................................................................................61
28. Ngun thng tin tin cy nht...............................................................................62
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29. T l chuyn i t nhn bit sang tham gia cc chng trnh hot ng...........63
30. T l chuyn i t tham gia sang yu thch cc chng trnh hot ng...........64
31. Thi bn thn khch hng i vi khuyn mi...............................................65

CC T VIT TT
TP.HCM: Thnh Ph H Ch Minh
DN: Doanh nghip
Tr: Triu ng
Ts: Tin s
Th.s: Thc s
LH HTX: Lin hip Hp tc x
BCH: Bng cu hi
CHTP: Ca hng thc phm
5

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TP: Thc phm

ATVSTP: An ton v sinh thc phm
TH: Thng hiu
KH: Khch hng

M U
1. Bi cnh ti nghin cu:
Trong nn kinh t, hnh thc kinh doanh bn l ngy cng pht trin mnh m v rng
khp. C mt s chuyn dch rt mnh t hnh thc mua hng truyn thng sang cc hnh
thc hin i. Hng lot nhng ca hng thun li, siu th mini, siu th ln hay trung
6

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tm thng mi mc ln nhm p ng tt nht cho nhu cu sng ngy cng c nng

cao ca khch hng.
Khng kh bt gp nhng ci tn CityMart, Maximax, BigC hay Co.op Mart. Trong
s , c l h thng siu th Co.op Mart ang nm gi mt th phn ng k.
Tuy nhin, chnh t ny sinh ra s cnh tranh khc lit hn. Thng hiu no hiu
c khch hng r hn, phc v nhu cu ca khch hng tt hn th ng nhin s tng
trng nhanh hn. Saigon Co.op cng ty m ca h thng siu th Co.op Mart mnh
dn cho ra i mt hnh thc mi b sung cho knh bn l hin ti l chui ca hng
thc phm an ton, tin li Co.op Food.
Tham gia thc tp ti Ban d n ca hng thc phm Co.op Food, em quyt nh chn
ti Nghin cu v o lng sc khe thng hiu ca chui ca hng thc phm an ton
tin li Co.op Food hin ti.

2. Pht biu vn :
Thng hiu l mt trong nhng ti sn qu gi nht ca doanh nghip. Cc doanh nghip
ngy cng nhn thc r vai tr v gi tr ca thng hiu i vi s tn ti v pht trin
ca mnh.
Trong bi cnh nn kinh t hi nhp v pht trin hin nay, cnh tranh l mt iu tt yu
v vn t ra l lm sao cc doanh nghip c th pht trin v cng c cc thng hiu
ca mnh. To ra thng hiu kh nhng pht trin thng hiu s cng kh hn nhiu.
duy tr v to dng uy tn i vi sn phm i hi cc cng ty cn ch ng v sng
to trong chin lc pht trin thng hiu ca mnh. Vi nhng nhn thc trn, cc
doanh nghip Vit Nam tp trung u t v chi tiu nhiu cho tip th, qung co, PR,
khuyn mi cho ngi tiu dng, tuyn chn ngi c nng lc v xy dng thng hiu.
Tuy nhin, vic nh hng chin lc cho cc hot ng ny cn rt hn ch, ch yu
thc hin theo cm tnh, quan st i th v cc cng ty khc. Mt khc, s ch trng vo
o lng tnh hiu qu ca c mt ngn sch dnh cho tip th cn rt thp.
R rng, vic xy dng v pht trin thng hiu l mt cng vic i hi nhiu n lc,
cng sc v tin bc ca doanh nghip. Tuy nhin, thnh qu ca nhng n lc nh th

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GVHD: Nguyn Thi Ha

no, n ng gp c g cho s pht trin, s thnh cng v v tr ca thng hiu trn

th trnglun l nhng bc xc cn c li gii p.
Hu ht cc ch doanh nghip u tha nhn lm r nhng vn trn s gip cho doanh
nghip r sot li tnh ng n ca cc mc tiu v chin lc thng hiu hin hu. T
kp thi sa cha hoc a ra nhng mc tiu v chin lc thng hiu mi tng
thch hn vi tnh hnh th trng.

3. Mc tiu ca ti:
V y l ti nghin cu khoa hc u tay ca sinh vin sp tt nghip ni chung v
bn thn em ni ring. Vi nhng kin thc l thuyt, cng thm nhng iu kin khch
quan t thc t ca sinh vin, nh tin bc, thi gian, tip cn vi ngun ti liu... Do ,
ti ny ch nhm mc ch vn dng nhng kin thc hc, v nhng hiu bit thc t
nghin cu cc mc tiu sau:
Nghin cu o lng hnh nh thng hiu nhm h tr ra quyt nh kinh
doanh da trn nn tng thng hiu, iu chnh bn sc, thay i truyn
thng.
Xc nh hnh nh, tnh cch thng hiu trong nhn thc ca ngi tiu
dng.
Nghin cu hiu qu tip cn : tng ngn sch truyn thng hay iu chnh k
hoch truyn thng? Tng khuyn mi hay tng dng th min ph? Tng
cng hnh nh thng hiu hay iu chnh gi bn?
o lng hiu qu truyn thng: nn xem xt li thng ip hay xem xt li
cc knh truyn thng t hiu qu tt hn?

4. Phm vi nghin cu
Theo tnh hnh thc t, h thng ca hng thc phm an ton tin li Co.op Food ch mi
hin din ti a bn TP.H Ch Minh. Do , phm vi nghin cu ca ti cng gi gn
8

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trong a bn TP.H Ch Minh m c th l cc khu vc dn c gn cc v tr t ca hng

Co.op Food.

CHNG I
GII THIU V CNG TY THC TP
9

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1.1 Gii thiu v Lin hip hp tc x thnh ph H Ch Minh

(Saigon Co.op) v h thng siu th Co.op Mart:
1.1.1 Tn v a ch cng ty:
Tn doanh nghip: Lin Hip Hp Tc X Thng Mi Thnh Ph H Ch Minh.
Tn giao dch quc t: SAIGON UNION OF TRADING CO-OPERATIVES.
Tn vit tt: SAIGON CO.OP.
a ch: 199-205 Nguyn Thi Hc, Qun 1, Tp.HCM.
in thoi: ( 84-8) 8370593 8370595 8360143
Fax: (84-8) 8370560.
E-mail: sgcoop@hcm.vnn.vn.

1.1.2 Ngun vn kinh doanh:

Vn ng k:
Trong :
Vn iu l :
Vn ca nh nc:
Vn tch ly khng chia:

1.1.3 Lnh vc hot ng ca Saigon Co.op:

Saigon Co.op c xc nh l n v kinh t phc v cho nhu cu i sng, sn xut ca
nhn dn lao ng. C th Saigon Co.op thc hin cc hot ng kinh doanh trong cc
lnh vc sau:
Xut khu nng sn nh : c ph, u phng, tiu, bp, sn phm ch bin, hi
sn v hng sn mi. Nhp nguyn liu nh nha, vi si, nguyn liu ha cht,
thc phm, my mc phc v sn xut nng nghip, xe gn my, xe bn bnh,
hng tiu dng v vt liu xy dng.
Kinh doanh ni a vi vai tr tp trung cc hng ha sn xut trong nc v hng

ngoi nhp, sau phn phi li cho h thng siu th Co.op Mart thuc Lin hip
v cc nh bn l cp huyn, phng, cc n v khc.

10

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Saigon Co.op cng tp trung u t trong vic sn xut ch bin cc mt hng tha
mn nhu cu ca ngi tiu dng thnh ph v c nc nh c s sn xut nc
chm Nam Dng, khn giy.
Cung cp cc dch v nh du lch, qung co, ngoi hi, dch v vi tnh
Lnh vc hot ng chnh l kinh doanh bn l qua h thng gm 40 siu th Co.op

Mart trn c nc, 8 ca hng thc phm an ton tin li Co.op Food, 70 ca hng
v ca hng Bn Thnh.

1.1.4 C cu t chc Saigon Co.op:

Cc HTX thnh vin
Hi ng qun tr

i hi thnh vin nhim k 5

nm

Ban kim sot

Ch tch hi ng qun tr

Tng Gim c

Cc Ph TG
H thng Co.op Mart

Cc Phng Ban

H thng CH Co.op Food

n v kinh doanh trc thuc

Phng hnh chnh

Phng k thut trang thit b

n v lin doanh lin kt

Cc Ca hng Co.op

Phng k ton
Phng Marketing
Phng k hoch u t
Phng Nhn s
Phng cht lng

1.1.5 i nt v qu trnh pht trin v thnh tu:

Phng ti chnh

Tri qua 20 nm vi nhiu thng trm v bin ng ca nn kinh t, n nay Lin hip
s phng ban khc
HTX thng mi TP.HCM Saigon Co.op v ang khng Mt
nh
thng hiu uy tn trn

11

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thng trng.Hot ng ca Saigon Co.op vn rng nhiu lnh vc vi trng tm l

kinh doanh bn l.Bao gm 40 siu th Co.op Mart trn c nc, 8 ca hng thc phm an
ton tin li Co.op Food, 70 ca hng v ca hng Bn Thnh ang nhn c rt nhiu
s ng h t ngi tiu dng, thu ht trn 150.000 khch hng n tham quan, mua sm
mi ngy.Bn cnh , cc hot ng phn phi s, xut nhp khu, sn xut v u t
cng ang dn ln mnh.
Quy m v hiu qu hot ng ca Saigon Co.op th hin qua mc tng trng doanh thu
bnh qun 40% /nm, hng n con s 9.000 t ng vo cui nm 2009.Li nhun bnh
qun tng 15% /nm. Vn tch ly khng chia 700 t ng, tng 7.000 ln so vi khi thnh
lp. Np thu hng trm t ng / nm.Gii quyt vic lm cho hn 6.500 lao ng.
Saigon Co.op v h thng siu th Co.op Mart tr thnh mt cng c hiu qu ca
thnh ph trong vic ch o iu tit th trng, bnh n gi c cc mt hng thit yu gp
phn thc hin cc chnh sch an sinh x hi. Vai tr lnh o ca ng c xc lp vi
42 chi b c s v trn 300 ng vin. Cc on th qun chng c quan tm xy dng
v pht trin. Cng on vi gn 6.000 on vin v on thanh nin vi gn 2.000 on
vin thanh nin.
Chui h thng siu th Co.op Mart tr thnh mt thng hiu mang m nt c trng
ca ngnh thng nghip HTX, gn b vi x vin v nhn dn lao ng, ngy cng tr
nn gn gi, tr thnh Ni mua sm ng tin cy v bn ca mi nh. Thng hiu
Co.op Mart khng nh v th khng nhng ti th trng Vit Nam m c khu vc vi
nhiu gii thng c uy tn ca cc t chc trong v ngoi nc nh : Anh hng lao ng
thi k i mi, Nh bn l hng u Vit Nam thuc nhm 500 nh bn l hng u
Chu Thi Bnh Dng 5 nm lin 2004 2008, Thng hiu Vit c yu thch
nht 4 nm lin 2005 2008, Thng hiu mnh Vit Nam 2008.y chnh l nn tng
quan trng v l ti sn qu bu thng nghip HTX v h thng siu th Co.op Mart
c th tn ti, cnh tranh v sc i vo hi nhp.
Mc tiu lu di n nm 2020 Co.op Mart phn u c 200 siu th hin din tt c cc
qun huyn ca TP.HCM v cc tnh thnh khc trong c nc, ng thi vn ra mt s
nc trong khu vc ng Nam .
12

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Mc tiu trc mt n nm 2015 Co.op Mart s c 100 siu th ti tt c cc qun huyn

ti TP.HCM, ph kn cc tnh ng bng song Cu Long v min Trung, vn ra cc
thnh ph pha Bc v th trng ng Dng.
1.2

Gii thiu v chui ca hng thc phm Co.op Food:

1.2.1 Qu trnh ra i v pht trin:

Vi kt qu kho st trn 800 h dn trong a bn TP.HCM v yu t quan trng khi mua
thc phm cho ba n hng ngy, 98% kin cho rng thc phm an ton v sinh l yu
t quan trng khi la chn thc phm cho ba n v 89% kin quan tm n gi c hp
l.Trc nhng nhu cu bc thit , Saigon Co.op nghin cu v thng 12/2008
cho ra i chui ca hng thc phm an ton, tin li Co.op Food .
Co.op Food c c iu kin khi u kh thun li da trn uy tn v hnh nh m h
thng siu th Co.op Mart xy dng. Khch hng khi n vi Co.op Food cng nhn
c cc chng trnh u i nh khi mua sm ti h thng Co.op Mart.
Cc ca hng Co.op Food m ca t 6h sng ti 9h ti, phc v dn c trong khu
vc bn knh 500m, vi hng ha a dng nh: hng ti sng, s ch, ch bin,
nu chn, thc phm ng lnh v cng ngh, ha phm dng km theo
qua chn lc, m bo an ton v sinh thc phm v c gi c hp l.Co.op Food
lin kt vi nhiu Hp Tc X, cc n v nui trng c chng nhn vng rau an
ton v giy chng nhn iu kin v sinh an ton thc phm hp tc.
ng thi Co.op Food u t thm vn cho cc HTX tiu chun quy nh sn
xut v thu mua sn phm, v th Co.op Food lun m bo c ngun hng v n
nh hn v gi c.
Ty theo a bn, khu vc, mi ca hng s cung cp nhng thc phm theo nhu
cu ca dn c khu vc . Ngoi ra, vi dch v t vn mn n hng ngy, mn
ngon cui tun, t hng qua in thoi, gi xe min ph, chp nhn thanh ton bng
13

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phiu qu tng ca Co.op Mart Co.op Food cam kt s mang n cho khch hng
tht nhiu tin ch.
D kin, chui ca hng Co.op Food trong nm 2010 s t con s 20 ca hng.
Mc tiu lu di, n nm 2012 Coop Food s xy dng 129 ca hng rng khp
trn a bn TP.HCM.
S ra i ca Co.op Food th hin n lc lun lun tha mn khch hng v hng
n s hon ho ca Saigon Co.op, ng thi gip Saigon Co.op thc thi chin
lc a dng ha m hnh bn l, nhm tng th phn v bao ph, gi vng v tr
nh bn l hng u.

1.2.2 Nhng c im Co.op Food:

Co.op Food mong mun vi nhng c im ni tri, ngi tiu dng s la chn
im n mua hng l Co.op Food cho ba n hng ngy ca bn thn hay gia nh:
Thi gian linh hot:M ca t 6h n 21h mi ngy. Phc v 15h/ngy, 7

ngy/ tun.
Tch ly im thng u i: Mua hng ti Co.op Food c cng im trn

th khch hng thn thit/ thnh vin Co.opMart.

Gi hp l: Nhiu chng trnh khuyn mi hp dn. Gi ng tin v ph
hp vi ngn sch ca mi gia nh.
thc phm thit yu cho ba n hng ngy: T tht, c, rau ti cc loi,

gia v n bnh, ko, nc gii kht v bnh m baguette nng gin.. tt c

u c sn.
14

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Rt gn nh: Ch cch vi bc chn v vi pht i b

Thc phm ti ngon: Thc phm ti sng c ch thng v t kho ti
sng v nh my ca nh cung cp t sng tinh m. Bo qun trong iu kin
hon ho cho thc phm.
Thc phm an ton: c chn lc t nhng nh cung cp uy tn, xut x r

rng. Tri qua kim nh nhanh ti ca hng theo tiu chun ca Cc

ATVSTP & B Y T.
Tin li ti a: D tm, d thy, d mua vi tng thi gian mua nhanh. Thc
phm c s ch, lm sch v ng gi sn sng cho ch bin theo thch.

1.2.3 Hoi bo ca Coop Food:

Tr thnh thng hiu c yu thch ca ph n ni tr.
C mt rng khp ti cc khu dn c ca cc th ln.
T ho l n v gp phn bnh n gi v chm sc ba n hng ngy cho mi nh.

1.2.4 H thng cc ca hng hin ti:

1. Co.op Food Phan Vn Tr: L B, chung c Phan Vn Tr, ng Phan Vn Tr,

P.2, Q.5
2. Co.op Food Pasteur: 95 Pasteur, P.Bn Ngh, Q.5
3. Co.op Food Trn Chnh Chiu: 113 Trn Chnh Chiu, P.2, Q.5
4. Co.op Food Chu Vn An:

49-50 ng s 1, khu dn c Chu Vn An, P.26,

Q.Bnh Thnh
5. Co.op Food ng Thnh:

247 ng Thc Vnh, x ng Thnh, huyn Hc

Mn
6. Co.op Food Bnh Chiu: 716 Tnh l 43, P.Bnh Chiu, Q.Th c
7. Co.op Food L Vn S: 209 L Vn S, P.13, Q.3
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8. Co.op Food Ch Ln: 2C, ng Ch Ln, P.Bnh Ph, Q.6

CHNG II
C S L THUYT
2.1 L thuyt v thng hiu:
2.1.1 Khi nim thng hiu:
Trong lch s pht trin, c hai quan im v thng hiu (TH). Quan im truyn thng
ra i trc v tn ti n th k 20. Quan im tng hp ra i sau (cui th k 20) v
hin ang c p dng vo thc tin.
Quan im truyn thng v thng hiu tn ti trong mt khong thi gian kh di cng
vi s ra i v pht trin ca ngnh tip th. Nhng vo nhng nm cui th k 20, quan
im v thng hiu c nhiu thay i. Nhiu nh nghin cu cho rng, ta cha nh
gi ng vai tr ca thng hiu i vi s thnh bi ca doanh nghip.
Quan im tng hp cho rng TH l mt tp cc thuc tnh cung cp cho khch hng mc
tiu cc gi tr m h i hi. TH theo quan im ny cho rng sn phm ch l mt thnh
phn ca thng hiu, ch yu cung cp li ch chc nng cho ngi tiu dng v n ch
Thng
hiu
l sn
mt phm.
thnh phn ca
l mt thnh
phn
ca
sn phm

Sn phm
Thng hiu

b.

Sn phm l mt thnh phn ca

thng hiu

Thng hiu
Sn phm

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Biu 2: Khi nim thng hiu

Quan im cho rng sn phm l mt thnh phn ca thng hiu ngy cng c nhiu
nh nghin cu v thc tin chp nhn. L do l ngi tiu dng c hai nhu cu: nhu cu
v chc nng v nhu cu v tm l. Sn phm ch cung cp cho ngi tiu dng li ch
chc nng. Trong khi thng hiu cung cp cho ngi tiu dng c hai chc nng.
Chnh v vy m hin nay thng hiu ang dn thay th cho sn phm trong cc hot
ng tip th ca doanh nghip.
Ti Vit Nam t khi bt u giai on i mi c ch qun l theo hng kinh t th
trng, thut ng thng hiu c s dng trong truyn thng vi hm ngha rt rng
v khng thng nht, c th bao hm c tn doanh nghip, ch dn a l, nhn hiu hng
ha, nhn hng ha. Thng thng ngi ta vn ngh thng hiu l nhn hiu hng ha
danh ting hay tn tui.
Quan nim v thng hiu theo vn bn php lut Vit Nam:

Th no l thng hiu?
Nhn hng
(Product label

Ch doanh nghip t tn cho sn phm hay cng ty

ca mnh.

company name)
Nhn hiu hng ha
(Trademark)
Thng hiu
(Tradename)

Ch doanh nghip ng k bo h cho nhn hng

hay tn cng ty.
Cng ty thc hin cc hot ng marketing nhm
xc lp v tr cho nhn hng/ tn cng ty trong tm
tr khch hng mt cch nht qun/ khc bit.
Biu 3: th no l thng hiu

2.1.2 Thnh phn ca thng hiu:

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Cu to ca thng hiu gm hai thnh phn:

Phn pht m c: l nhng du hiu c th ni thnh li, tc ng vo thnh gic

ngi nghe nh tn gi, t ng, ch ci, cu khu hiu, on nhc c trng.

Phn khng pht m c: l nhng du hiu to s nhn bit thng qua th gic

ngi xem nh hnh v, biu tng, nt ch, mu sc.

2.1.3 Phn bit thng hiu v nhn hiu:

Mt nhn hiu c th dng nhn bit mt sn phm, mt h sn phm hoc ton b sn
phm ca doanh nghip. Theo nh ngha ca Hip hi Marketing Hoa K th nhn hiu
(brand) l mt ci tn, mt t ng, mt mu thit k, mt biu tng hoc bt k mt tnh
cht no khc gip nhn bit hng ha hoc dch v ca mt doanh nghip phn bit
vi hng ha, dch v tng ng ca cc doanh nghip khc. Nu dng cho ton b
doanh nghip ni chung th thut ng tng ng l thng hiu (Trade name).
Nhn hiu (brand mark)
L nhng gi tr vt th, ti sn hu hnh.

Thng hiu (Trade name)

L nhng gi tr tru tng, ti sn v hnh.

Hin din trn vn bn php l.

Hin din trong tm tr khch hng.

Doanh nghip ng k, c quan chc nng Doanh nghip xy dng, khch hng nhn
cng nhn.

din v chp nhn.

Xy dng trn h thng php lut quc gia.

Xy dng trn h thng t chc ca cng ty

L phn thn th ca doanh nghip.

L phn linh hn ca doanh nghip.
Biu 4: Phn bit thng hiu v nhn hiu

2.1.4 ngha ca thng hiu:

Ta khng th o lng gi tr ca thng hiu mt cch d dng nhng n l mt loi vn
bi v n cho php nh sn xut, ngi bn tnh tin nhiu hn cho sn phm, dch v ca
h. Thng hiu l mt s nhn gi tr, em li li th ln cho ch s hu. Thng hiu
khng khc g tin trong ngn hng bn c th th chp, mua, bn, u t vo, hay lm
tng gim gi tr theo cch qun l tt hay khng.
Ngy nay, cc cng ty cn phi suy ngh v danh ting h mun xy dng v hnh nh h
mun to ra ngay t lc h bt u hnh thnh tng v cc sn phm v thit k chng:
bi v cc gi tr thng hiu ca h s nhanh chng tr thnh li th cnh tranh ch yu
hoc c nht.
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2.1.5 c im ca thng hiu:

Theo Philip Kotler, thng hiu khng ch n gin l mt biu tng, thng hiu
mang 6 c im sau:
1. Mc thuc tnh: thng hiu c th hin thng qua nhng thuc tnh tht ca sn

phm. Cc thuc tnh c th l bn, t tin, uy tn.v cc cng ty s em

nhng c tnh ni bt nht ca mnh ra qung co. N s d dng i vo nhn thc
ca ngi tiu dng v khi nhc n thuc tnh ngi ta s ngh ngay n
thng hiu .
2. Mc li ch: mt thng hiu c nhiu thuc tnh v khch hng khng ch mua

thuc tnh m cn mua li ch t nhng thuc tnh . l s hi lng, cm gic

an ton, chc chnkhi s dng nhng sn phm c thng hiu. Thuc tnh cn
c chuyn sang thnh li ch chc nng hay cm xc.
3. Mc gi tr: thng hiu phn nh phn no nhng gi tr ca nh sn xut sn
phm. Mt cng ty xc nh v tr chuyn sn xut sn phm sang trng cao cp
hay t tin th nhng ngi tiu dng khi mua sn phm ca cng ty ny cng s
nhn c gi tr .
4. Mc vn ha: thng hiu c th th hin nhng nt c trng vn ha ring ca

cng ty v b sung hay phn nh mt s c tnh tiu dng ca khch hng ti mt

khu vc.
5. Mc c tnh: ngi tiu dng th hin c tnh, ng cp ca mnh thng qua vic
la chn thng hiu.
6. Phn khc ngi s dng: ngi s dng s l ngi lin quan n nhng gi tr

vn ha v c tnh m sn phm ca thng hiu hng n.

2.1.6 Thng hiu mnh:

Thng hiu mnh c cc c tnh sau:
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1. Thng hiu lm tng gi tr ca c ng.

2. Thng hiu c ban gim c nh hng v qun tr bi cc chuyn gia v

thng hiu, vi s tham gia ca tt c cc c ng.

3. Thng hiu l mt phn khng th thiu xt trn tng th mt doanh nghip, c

gn kt vi nhiu khu khc nhau.

4. Thng hiu c th c ch trng trong cc iu khon ti chnh v phi c trong

bn cn i k ton.
5. Thng hiu l khong th chp i vi hot ng cho vay ti chnh, c th mua

bn nh mt ti sn.
6. Khch hng sn sng tr mt mc gi khc bit ng k v hp l cho mt sn

phm c thng hiu so vi sn phm hay dch v cnh tranh.

7. Khch hng gn kt cht ch vi thng hiu, thuc tnh, gi tr v c tnh ca n,

l nhng khi nim thng c c trng bi mt mi quan h cm tnh v

hnh (lng trung thnh ca khch hng cao hn).
8. Khch hng trung thnh vi thng hiu, c th tm mua sn phm cho d mt s

sn phm khc gi c phi chng v thng l r hn (gi tr lu di ca khch

hng cao hn).
9. Thng hiu gm nhn hiu thng mi v nhng nhn hiu ch to (logo, hnh

dng, mu sc) nhng th c cng ty v lut php bo v mnh m, chuyn

nghip.
l im khc bit c bn gia cc cng ty, sn phm v dch v m khch hng c th
nhn bit, v nhng thng hiu tht s vi ti sn thng hiu ln. Do , cc thng
hiu mnh cn c ngha hn c nhn hiu thng mi v tn thng mi (gm cc logo
nhn din sn phm v dch v). Trc khi i su phn tch v thng hiu iu quan
trng l cn hiu ng v thut ng ny. Rt nhiu ngi hiu sai v vn dng sai thut
ng thng hiu vn bao gm tt c nhng g d ch hi lin quan n chin lc,
marketing v truyn thng. Xy dng thng hiu l mt s u t quan trng khng km
g vic phn chia li nhun t u t v gi tr c ng cng nh bt k hot ng kinh
doanh kh thi no khc. N phi xut hin pha bn tri ca bn cn i k ton nh mt
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ti sn v hnh v l mt gi tr c th tng hay gim. Mt thng hiu mnh c nh

ngha v m t nh hnh nh trn.
Mt nghin cu tm l hc cho thy cc thng hiu thng bn vng v con ngi vn
li nhn thc. X hi hin i qu ti thng tin v trung bnh mi ngi nhn c
thng tin nhiu hn mc c th hp th c. V vy, con ngi thng tm cch n gin
ha cuc sng bng cch t lng tin vo nhng gi tr c xc nh nhm gim thiu
qu trnh tm kim v x l thng tin cn thit a ra nhng quyt nh hp l. Khi con
ngi tin tng vo gi tr ca mt thng hiu bi mt mc ch hay l do nht nh, h
s t c nh tm kim nhng thng tin mi thch thc nim tin ca mnh. Nghin cu
x hi hc cng ch ra ti sao con ngi li t thch chuyn i thng hiu. Nhiu yu t
nh hnh nh, s kin v t chc gn nh c gn cht trong mt thng hiu. Nhng
yu t ny c chia s chung bi mt nhm ngi hoc mng li x hi, chng to nn
nhng quy c c chp nhn ph bin v cc thng hiu. Nh vy, s tng i kh
khn khi cc c th mun chuyn i thng hiu theo cch y, s t b nhng quy c
c chia s.

Phong cch vt c cng ngh

Khch hng Chu vn rt snh cng ngh v sm i tt n u cc ng dng mi
ca nhn loi. Qu trnh thm nhp in thoi di ng cng s lng tin nhn c gi
Chu ch mi l hai minh chng nh. Tuy nhin, khch hng khng ch mua cng
ngh. Thay vo , h mua phong cch sng, thit k v gn vo mt vn ha thng
hiu. in hnh l trng hp cnh tranh trn th trng thng mi my nghe nhc
Mp3. Khi hng cng ngh Creative ng ti Singapore qung b sn phm Mp3 mi
mang tn Zen Micro vo thng 11 nm 2004, cng ty ny khuyn mi sn phm gn
nh cho khng vi iu kin ngi dng phi t b khng dng sn phm Ipod ca
Appel ti Singapore. Hn na, ngi hm m Appel nh gi vn ha thng hiu ca
mnh cao hn c cng ngh v mc gi khuyn mi hp dn.Ch c 20 ngi tiu dng
chp nhn khng dng Ipod chuyn sang dng Zen.

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2.2 L thuyt v o lng sc khe thng hiu:

2.2.1 Mc tiu v ngha ca o lng sc khe thng hiu:
MODULE

CC THNG TIN QUAN

CC QUYT NH CHIN

TRNG

LC V THNG HIU
Tng ngn sch truyn thng
hay iu chnh k hoch truyn

HIU QU TIP CN

Nhn bit, dng th, dng chnh thng? Tng khuyn mi hay
& trung thnh vi TH

tng dng th min ph? Tng

cng hnh nh thng hiu

nh v TH hin ti c p ng

NH V

HIU

nhu cu ca khch hng?

QU

TRUYN

THNG

hng c ph hp vi nh v mc hay xem xt li cc knh truyn

tiu ca TH?

QU

HOT

NG TIP TH

thuc tnh mi hay ti nh v

TH?
Hnh nh TH trong tm tr khch Nn xem xt li thng ip?

KH c bit, thch v tham gia cc

HIU

hay iu chnh gi bn?

Cn iu chnh v tr, thm vo

chng trnh khuyn mi? KH c

nh, hiu, quan tm v mun th
sau khi thy qung co ca TH?
Ti sao?

thng t phm vi tt hn?

Chin dch tip th thnh cng
khng?

Cc

hot

ng

marketing nn ci tin nh th
no? Thng ip, th l, gii
thng? Tc ng tch cc n
thng hiu?
Nn m rng phm vi bao ph
hay chp nhn chin lc phn

Phn phi c vn no khng: phi chn lc? Nn xem xt li

PHN PHI & CHNH
SCH CA CNG TY

bao ph th trng? Trng by chnh sch cng ty v ch tiu

sn phm? Chnh sch ca cng doanh thu, li nhun, khuyn
ty nh hng th no n mc mi, iu kin v thi hn tn
hi lng ca h thng phn phi?

dng thng mi, giao hng,

trng by hng ha, nhn vin
kinh doanh?

2.2.2 Cc gc lu khi o lng sc khe thng hiu:

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Th nht l sc khe thng hiu trong tm tr khch hng thng qua cc tiu ch v
ti sn thng hiu ( Brand equity). Vic nghin cu khch hng xc nh r hnh nh
thng hiu trong tm tr khch hng, xem hnh nh c i lch vi nh v ca thng
hiu hay khng. Nu hnh nh thng hiu qu khc bit so vi nh v, th c ngha l
thng ip truyn thng c vn . Thng ip khng truyn thng ng v nh v
thng hiu n ngi tiu dng.
Ngoi ra, hnh nh thng hiu tc ng nh th no n hnh vi ca khch hng
nh mua th v mua lp li v nhng cm nhn v cht lng hay mc tha mn ca
khch hng v thng hiu cng c kho st v phn tch.
Th hai l sc khe ca thng hiu trn h thng phn phi thng qua cc tiu ch
nh: ph, th phn, s lng hng tn trong knh phn phi

2.2.3 Ni dung o lng sc khe thng hiu:

o lng nhn bit.
o lng cht lng, gi tr cm nhn.
o lng mc hi lng.
o lng mc trung thnh.
o lng nh v/ tnh cch: v tr hin hu so vi cc i th cnh tranh, so vi v

tr mun t n.
o lng hnh nh cng ty: i tng ang c hnh nh v cng ty nh th no

trong tm tng.

2.2.4 Phm vi o lng:

Khch hng: KH hin ti, KH tng lai.
Nhn vin ca cng ty, nhn vin tim nng.
Nh u t, c ng.
Gii truyn thng.
Gii qun l nh nc ( ngi lp chnh sch, quyt nh chnh sch, thc hin

chnh sch ).
Gii hot ng x hi, hot ng phi li nhun, phi chnh ph.

2.2.5 Ch s ABS ch s sc mnh thng hiu:

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Ta c cng thc nh sau:

ABS = trung bnh ca : A ( Ch s nhn bit ) + T ( Ch s th dng ) + F ( Ch s thng
hiu quen thuc ) + C ( ph ).
Trong :
A: Ch s nhn bit = ( t l nhn bit u tin + t l nhn bit tip theo + t l nhn bit
c gi ) / 3
-

T l ngi nhn bit thng hiu c gi : C bao nhiu ngi bit thng hiu
trong 100 ngi. VD: trong 100 ngi c hi c 80 ngi bit thng hiu bn
va nhc ti, vy t l nhn bit s l: 80/100 = 80%.

T l nhn bit thng hiu tip theo: c bao nhiu ngi bit ti thng hiu sau
khi nhn bit thng hiu khng cn gi . VD: c 70 ngi trong 100 ngi tiu
dng nhn bit thng hiu tr Dr.Thanh, nh vy t l nhn bit tip theo l:
70/100 = 70%

T l nhn bit u tin: c bao nhiu ngi ngh n thng hiu ca bn u tin
trong 100 ngi. VD: trong 100 ngi c hi c 20 ngi nh ti thng hiu
u tin, vy t l nhn bit u tin l 20/100 = 20%

T: ch s dng th = ( t l nhn bit c gi / tng s dng )*100%

-

Trong s nhng ngi cn nhc, c bao nhiu phn trm ngi mua dng th. VD:
trong 80 ngi nhn bit thng hiu trn c 40 ngi mua dng. Ta c t l mua
dng th: 40/80*100% = 50%

F: ch s thng hiu quen thuc ( hay dng nht ): t l tng s dng/ t l s dng
thng xuyn nht )*100%
-

Trong s nhng ngi mua dng th c bao nhiu phn trm tip tc mua thng
hiu ca bn. VD: trong 40 ngi mua dng th, c 14 ngi tip tc mua thng
hiu trn ln na nn ta c t l ngi mua li: 14/40*100% = 35%

C: ph ca cc knh phn phi trn th trng mc tiu.

-

hin din sn phm thng hiu ny trn th trng, mc phn phi ngi
tiu dng c th tm thy sn phm d dng khi c nhu cu. VD: khi hi 30 ni by
bn, c 25 ni c bn du gi Sunsilk ta s tnh c hin din s l: 25/30 =
83.3%
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Ty thuc vo ngnh m ch tiu ny c s khc bit, nhng ABS cng cao th thng
hiu cng mnh.
ngha cc t s: Thng hiu cng mnh, c ngi tiu dng tin tng hoc c s
dng nhiu thng c t l nhn bit u tin cao. Thng hiu c t l nhn bit tip theo
cao l nhng thng hiu nhiu tim nng v cng l nhn hiu kh quen thuc vi ngi
tiu dng. T l nhn bit c gi ( hnh nh minh ha hoc phi nhc tn thng hiu)
cao khi t l nhn bit u tin v t l nhc n k tip cao. Tuy nhin, nhn bit c gi
cao m nhn bit u tin v nhn bit tip theo thp c ngha l thng hiu ny gy
c n tng i vi ngi tiu dng mt kha cnh no ( nh qung co, khuyn
mi, phn phi) nhng cha tht s l thng hiu quen thuc vi h v ngc li
thng hiu c t l nhn bit u tin v tip theo cao, nhng t l nhn bit c gi
khng cao c th do la chn phn khc hoc do chin lc chiu th cha thc s hiu
qu, cha to c n tng trong tm tr ngi tiu dng; Cn c chin lc chiu th
hiu qu hn.

2.3 L thuyt thng k:

MC TIU NGHIN CU
Vn , c hi marketing

2.3.1 L thuyt nghin cu th trng:

THIT K NGHIN CU
Khi nim:
Thng tin cn thit, ngun d liu
Khm ph m t, nhn qu
Nghin cu th trng cp n vic thu thp v phn tch chnh thc cc d liu bn
nh tnh, nh lng
Mt ca
ln, lp
ngoi c lin quan n cng vic kinh doanh
mtlicng ty nhm gip cng ty c th
Th trng nghin cu
a ra chin lc kinh doanh hiu qu Phng
hn. php phng vn
phng
Nghin cu th trng l: quy trnh lng Cng
nghe c
ting
ni vn
ca th trng v chuyn ti thng
Quy cch kim tra cht lng
Thit
k mu
tin v th trng y vo cng vic qun l ph
hp.
Nghin cu th trng c th n gin
Phng php phn tch d liu
nh a mt th gp cho khch hng,
phc
Kthoc
cu bo
cotp
kt nh
qu mt cuc kho st mu trn
Thi gian
tinhi
hnh
v kt
ton quc i hi s chun b k lng
t cu
kho
st,thc
k thut ly kin n vic
Chi ph

phn tch thng k d liu cui cng.

THC HIN NGHIN CU

Thu thp
Kim tra
Nhp,lm sch, tm tt
Din gii, phn tch
Vit bo co trnh by kt qu
25
S DNG NGHIN CU
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Biu 5: Quy trnh nghin cu th trng

2.3.2 Ngun d liu trong nghin cu th trng:

D liu th cp
B PHN KHC

MARKETING

XUT BN

BN TRONG CNG TY

D liu s cp:
-

INTERNET

TNG HP

BN NGOI CNG TY

D LIU TH CP

Quan st
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Tho lun bao gm phng vn su, phng vn chuyn gia, tho lun nhm

Phng vn l phng php chnh thu thp d liu nh lng. C hai loi: phng vn
trc tip, phng vn gin tip qua in thoi, email

2.3.3 Thu thp d liu s cp:

Thu thp d liu l mt giai on c ngha quan trng i vi qu trnh nghin cu.
Tuy nhin vic thu thp d liu li thng tn nhiu thi gian, cng sc v chi ph, do
cn phi nm chc cc phng php thu thp d liu, t chn ra cc phng php thch
hp vi hin tng, lm c s lp k hoch thu thp d liu mt cch khoa hc, nhm
t c hiu qu cao nht ca giai on quan trng ny.

Phng php quan st (observation)

Quan st l phng php ghi li c kim sot cc s kin hoc cc hnh vi ng x ca

con ngi. Qu trnh thu thp d liu ca k thut ny c thc hin qua quan st bng
mt v d liu c ngi thu thp ghi li da trn nhng g bn thn ngi ph trch thu
thp nhn bit c trong qu trnh . Phng php ny thng c dng kt hp vi
cc phng php khc kim tra cho chnh xc ca d liu thu thp. C th chia ra:
Quan st trc tip v quan st gin tip:
Quan st trc tip l tin hnh quan st khi s kin ang din ra. V d: Quan st thi
ca khch hng khi thng thc cc mn n ca mt nh hng
Quan st gin tip l tin hnh quan st kt qu hay tc ng ca hnh vi, ch khng
trc tip quan st hnh vi. V d: Nghin cu h s v doanh s bn trong tng ngy ca
mt siu th c th thy c xu hng tiu dng ca khch hng trong tng thi k.
Quan st ngu trang v quan st cng khai:
Quan st ngy trang c ngha l i tng c nghin cu khng h bit h ang b
quan st. V d: B mt quan st mc phc v v thi i x ca nhn vin.
Quan st cng khai c ngha l i tng c nghin cu bit h ang b quan st. V
d: n v nghin cu s dng thit b in t gn vo ti vi ghi nhn xem khch hng
xem nhng i no, chng trnh no, thi gian no.
quan st c hiu qu, cn dng nhng ngi quan st c o to bi bn, nhng
iu ny lm tng chi ph. Quan st c nhn cng i hi nhiu thi gian. Kh khn na l
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nhn thc c nhn ca ngi thc hin vic thu thp mang tnh ch quan, nhng ngi
quan st khc nhau c th s nhn nhn tnh hung khng cng mt cch, v bo co c
th s khng phn nh cng mt kiu ging nhau.

Phng php phng vn bng th (mail interview)

Gi bng cu hi son sn, km phong b dn tem n ngi mun iu tra qua

ng bu in. Nu mi vic tri chy, i tng iu tra s tr li v gi li bng cu
hi cho c quan iu tra cng qua ng bu in.
p dng khi ngi m ta cn hi rt kh i mt, do h qu xa, hay h sng qu
phn tn, hay h sng khu dnh ring rt kh vo, hay h thuc gii kinh doanh mun
gp phi qua bo v th k; khi vn cn iu tra thuc loi kh ni, ring t (chng
hn: k hoch ho gia nh, thu nhp, chi tiu); khi vn cn iu tra cc k hp dn
i vi ngi c phng vn. (chng hn: ph n vi vn m phm, nh qun tr vi
vn qun l); khi vn cn iu tra cn thit phi c s tham kho tra cu nht nh
no

Phng php phng vn bng in thoi (telephone interview)

Nhn vin iu tra tin hnh vic phng vn i tng c iu tra bng in thoi
theo mt bng cu hi c son sn.
p dng khi mu nghin cu gm nhiu i tng l c quan x nghip, hay nhng
ngi c thu nhp cao (v h u c in thoi); hoc i tng nghin cu phn b phn
tn trn nhiu a bn th phng vn bng in thoi c chi ph thp hn phng vn bng
th.

Phng php phng vn c nhn trc tip (personal interviews)

Nhn vin iu tra n gp trc tip i tng c iu tra phng vn theo mt

bng cu hi son sn.
p dng khi hin tng nghin cu phc tp, cn phi thu thp nhiu d liu; khi
mun thm d kin i tng qua cc cu hi ngn gn v c th tr li nhanh c.

Phng php iu tra nhm c nh (panels)

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GVHD: Nguyn Thi Ha

Nhm c nh l mt mu nghin cu c nh gm cc con ngi, cc h gia nh, cc

doanh nghip c thnh lp nh k tr li cc bng cu hi qua hnh thc phng vn
bng in thoi, bng th hay phng vn c nhn. Mi thnh vin trong nhm c nh
c dao mt cun nht k t ghi chp cc mc lin h (thu nhp, chi tiu, gii tr,)
hoc c dao mt thit b in t gn vi ti vi t ng ghi li cc thng tin v vic
xem ti vi nh chng trnh no, knh no, bao lu, ngy no. Nu thnh vin nhm c
nh l ca hng, siu th hay trung tm thng mi th s c dao cc thit b qut c
in t (scanner) ghi li chi tit v s hng ho bn ra nh: s lng, chng loi, gi
c Mt s cng ty nghin cu dng nhm c nh thu thp thng tin lin tc t thng
ny qua thng khc, ri em bn li cho nhng ni cn s dng. C cng ty lp nhm c
nh quy m khng l vi mt triu i tng, bao gm mi thnh phn khch hng c
tr trn khp cc a bn, c th phc v cho nhiu ngnh tip th khc nhau.

Phng php iu tra nhm chuyn (forcus groups)

Nhn vin iu tra tin hnh t cu hi phng vn tng nhm, thng t 7 n 12

ngi c am hiu v kinh nghim v mt vn no , thng qua tho lun t do
trong nhm nhm lm bt ln vn nhiu kha cnh su sc, t gip cho nh nghin
cu c th nhn nhn vn mt cch thu o v ton din.
p dng trong vic xy dng hay trin khai mt bng cu hi s dng trong nghin
cu nh lng v sau; lm c s to ra nhng gi thit cn kim nh trong nghin
cu. Chng hn: Trc nghim phn ng ca ngi tiu dng i vi cc mu qung co,
i vi sn phm mi, tm ra cc nguyn nhn lm gim doanh s

2.3.4 Phng php chn mu

iu tra chn mu c ngha l khng tin hnh iu tra ht ton b cc n v ca tng
th, m ch iu tra trn mt s n v nhm tit kim thi gian, cng sc v chi ph.
Vn quan trng nht l m bo cho mu phi c kh nng i din c cho tng th
chung.
C hai phng php chn mu c bn l:

2.3.4.1 Phng php chn mu ngu nhin (probability sampling

methods)
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Chn mu ngu nhin (hay chn mu xc sut) l phng php chn mu m kh nng
c chn vo tng th mu ca tt c cc n v ca tng th u nh nhau. y l
phng php tt nht ta c th chn ra mt mu c kh nng i biu cho tng th. V
c th tnh c sai s do chn mu, nh ta c th p dng c cc phng php c
lng thng k, kim nh gi thuyt thng k trong x l d liu suy rng kt qu trn
mu cho tng th chung.
Tuy nhin ta kh p dng phng php ny khi khng xc nh c danh sch c th
ca tng th chung (v d nghin cu trn tng th tim n); tn km nhiu thi gian, chi
ph, nhn lc cho vic thu thp d liu khi i tng phn tn trn nhiu a bn cch xa
nhau
Cc phng php chn mu ngu nhin:

Chn mu ngu nhin n gin (simple random sampling):

Trc tin lp danh sch cc n v ca tng th chung theo mt trt t no : lp

theo vn ca tn, hoc theo quy m, hoc theo a ch sau nh s th t cc n v
trong danh sch; ri rt thm, quay s, dng bng s ngu nhin, hoc dng my tnh
chn ra tng n v trong tng th chung vo mu.
Thng vn dng khi cc n v ca tng th chung khng phn b qu rng v mt
a l, cc n v kh ng u nhau v c im ang nghin cu. Thng p dng trong
kim tra cht lng sn phm trong cc dy chuyn sn xut hng lot.

Chn mu ngu nhin h thng (systematic sampling)

Trc tin lp danh sch cc n v ca tng th chung theo mt trt t quy c no

, sau nh s th t cc n v trong danh sch. u tin chn ngu nhin 1 n v
trong danh sch, sau c cch u k n v li chn ra mt n v vo mu,c nh th
cho n khi chn s n v ca mu. V d: Da vo danh sch bu c ti 1 thnh ph,
ta c danh sch theo th t vn ca tn ch h, bao gm 240.000 h. Ta mun chn ra mt
mu c 2000 h. Vy khong cch chn l: k= 240000/2000 = 120, c ngha l c cch
120 h th ta chn mt h vo mu.

Chn mu c khi (cluster sampling)

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Trc tin lp danh sch tng th chung theo tng khi (nh lng, x, phng, lng
sn phm sn xut trong mt khong thi gian). Sau , ta chn ngu nhin mt s khi
v iu tra tt c cc n v trong khi chn. Thng dng phng php ny khi khng
c sn danh sch y ca cc n v trong tng th cn nghin cu. V d: Tng th
chung l sinh vin ca mt trng i hc. Khi ta s lp danh sch cc lp ch khng
lp danh sch sinh vin, sau chn ra cc lp iu tra.

Chn mu phn tng (stratified sampling)

Trc tin phn chia tng th thnh cc t theo mt tiu thc hay nhiu tiu thc c
lin quan n mc ch nghin cu (nh phn t cc DN theo vng, theo khu vc, theo
loi hnh, theo quy m) Sau trong tng t, dng cch chn mu ngu nhin n gin
hay chn mu h thng chn ra cc n v ca mu. i vi chn mu phn tng, s
n v chn ra mi t c th tun theo t l s n v t chim trong tng th, hoc
c th khng tun theo t l. V d: Mt to son bo mun tin hnh nghin cu trn mt
mu 1000 doanh nghip trn c nc v s quan tm ca h i vi t bo nhm tip th
vic a thng tin qung co trn bo. To son c th cn c vo cc tiu thc: vng a
l (min Bc, min Trung, min Nam), hnh thc s hu (quc doanh, ngoi quc doanh,
cng ty 100% vn nc ngoi) quyt nh c cu ca mu nghin cu.

Chn mu nhiu giai on (multi-stage sampling)

Phng php ny thng p dng i vi tng th chung c quy m qu ln v a bn

nghin cu qu rng. Vic chn mu phi tri qua nhiu giai on (nhiu cp). Trc tin
phn chia tng th chung thnh cc n v cp I, ri chn cc n v mu cp I. Tip n
phn chia mi n v mu cp I thnh cc n v cp II, ri chn cc n v mu cp II
Trong mi cp c th p dng cc cch chn mu ngu nhin n gin, chn mu h
thng, chn mu phn tng, chn mu c khi chn ra cc n v mu. V d: Mun
chn ngu nhin 50 h t mt thnh ph c 10 khu ph, mi khu ph c 50 h. Cch tin
hnh nh sau: Trc tin nh s th t cc khu ph t 1 n 10, chn ngu nhin trong
5 khu ph. nh s th t cc h trong tng khu ph c chn. Chn ngu nhin ra
10 h trong mi khu ph ta s c mu cn thit.

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2.3.4.2 Phung php chn mu phi ngu nhin (non-probability

sampling methods)
Chn mu phi ngu nhin (hay chn mu phi xc sut) l phng php chn mu m
cc n v trong tng th chung khng c kh nng ngang nhau c chn vo mu
nghin cu. Chng hn: Ta tin hnh phng vn cc b ni tr ti mua hng ti siu th ti
mt thi im no ; nh vy s c rt nhiu b ni tr do khng ti mua hng ti thi
im nn s khng c kh nng c chn.
Cc phng php chn mu phi ngu nhin:

Chn mu thun tin (convenience sampling)

Ly mu da trn s thun li hay da trn tnh d tip cn ca i tng, nhng ni

m nhn vin iu tra c nhiu kh nng gp c i tng. Chng hn nhn vin iu
tra c th chn bt c ngi no m h gp trung tm thng mi, ng ph, ca
hng xin thc hin cuc phng vn. Nu ngi c phng vn khng ng th h
chuyn sang i tng khc. Ly mu thun tin thng c dng trong nghin cu
khm ph, xc nh ngha thc tin ca vn nghin cu; hoc kim tra trc
bng cu hi nhm hon chnh bng; hoc khi mun c lng s b v vn ang quan
tm m khng mun mt nhiu thi gian v chi ph.

Chn mu phn on (judgement sampling)

L phng php m phng vn vin l ngi t a ra phn on v i tng cn

chn vo mu. Nh vy tnh i din ca mu ph thuc nhiu vo kinh nghim v s
hiu bit ca ngi t chc vic iu tra v c ngi i thu thp d liu. Chng hn, nhn
vin phng vn c yu cu n cc trung tm thng mi chn cc ph n n mc sang
trng phng vn. Nh vy khng c tiu chun c th th no l sang trng m hon
ton da vo phn on chn ra ngi cn phng vn.

Chn mu nh ngch (quota sampling)

i vi phng php chn mu ny, trc tin ta tin hnh phn t tng th theo mt
tiu thc no m ta ang quan tm, cng ging nh chn mu ngu nhin phn tng,
tuy nhin sau ta li dng phng php chn mu thun tin hay chn mu phn on

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chn cc n v trong tng t tin hnh iu tra. S phn b s n v cn iu tra

cho tng t c chia hon ton theo kinh nghim ch quan ca ngi nghin cu.
Chng hn nh nghin cu yu cu cc vn vin i phng vn 800 ngi c tui trn
18 ti 1 thnh ph. Nu p dng phng php chn mu nh ngch, ta c th phn t theo
gii tnh v tui nh sau: chn 400 ngi (200 nam v 200 n) c tui t 18 n 40, chn
400 ngi (200 nam v 200 n) c tui t 40 tr ln. Sau nhn vin iu tra c th
chn nhng ngi gn nh hay thun li cho vic iu tra ca h d nhanh chng hon
thnh cng vic.

2.3.5 Xc nh c mu
2.3.5.1 Trng hp gi tr tham s ca tng th l mt s tuyt i
Chng hn t gi tr trung bnh ca mu, ta mun c lng gi tr trung bnh ca tng
th vi tin cy (1 )% , vi sai s cho php gia trung bnh mu v trung bnh tng th
l , ta c cng thc c lng c mu nh sau :
n=

z2 / 2 2
2

hoc n =

z2 / 2 s 2
2

Thng thng ta khng bit c phng sai tng th 2 , do ta dng 1 trong 3 cch
sau:

Da vo kt qu nghin cu tng t trc y

iu tra th mt mu c c mu 30 n v tnh phng sai mu s 2

theo cng thc:

n=

z2 / 2 s 2
2

Da vo kinh nghim v s hiu bit v tng th nghin cu suy

on.

Nu bit c quy m ca tng th chung N th c 2 trng hp :

Nu t l n/N < 5% th ta s dng cng thc c mu nh trn.

Nu t l n/N > 5% th ta c th dng cng thc sau tnh c mu

nhm tit kim chi ph iu tra: n =

N .z2 / 2 s 2
N 2 + s 2 z2 / 2
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2.3.5.2 Trng hp gi tr tham s ca tng th l mt s tng i

Chng hn t gi tr t l ca mu, ta mun c lng gi tr t l ca tng th vi
tin cy (1 )% , vi sai s cho php gia t l mu v t l tng th l , ta c cng thc
c lng c mu nh sau :
n=

p.q.z2 / 2
2

hay n =

p .q. z2 / 2
2

Thng thng ta khng bit c t l p, q ca tng th chung; do ta c th dng 1

trong ba cch sau:

Da vo kt qu nghin cu tng t trc y

iu tra th mt mu c c mu 30 n v tnh p v

Do tnh cht: p+q=1, do tch p.q s ln nht khi p=q=0,5 => p.q =0,25 =>
thay vo cng thc trn xc nh c mu n. Tuy nhin khi t gi nh ny th
quy m mu s ln nht do tn km chi ph iu tra.

Nu ta bit c quy m ca tng th chung N th c 2 trng hp :

Nu t l n/N < 5% th ta s dng cng thc c mu nh trn.

Nu t l n/N > 5% th ta c th dng cng thc hiu chnh sau tnh c mu

nhm tit kim chi ph iu tra: n =
Ch :

Npq.z2 / 2
N 2 + p.q.z2 / 2

l h s tin cy c tra t bng phn phi chun Z. V d vi mc ngha =5% th

z = 1.96

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CHNG 3
PHNG PHP NGHIN CU
3.1 Mc tiu nghin cu
o lng nhn bit ( nhn bit u tin khng tr gip, nhn bit tip theo,
nhn bit c tr gip)
o lng mc mua dng th, dng chnh( Tng dng th TH no, mc
thng xuyn thay i TH? TH no s dng chnh, mc thng xuyn
s dng).
o lng cht lng, gi tr cm nhn: ca hng thc phm l an ton hn, l
sch hn, hay mc hn..?
Phn tch thi (mc tha mn/khng tha mn v trung thnh vi
TH,nhng im hi lng/khng hi lng i vi TH mua,TH s mua,TH s
gii thiu).
Ngun thng tin: qung co, t ri, truyn mingNgun thng tin no ng
tin cy v hp dn nht gm nhng c im no?
Phn tch hnh nh thtng hiu (cc thuc tnh quan trng khi chn s dng

NH, % chuyn t nhn bit sang dng, % tip tc dng, xu hng thay i
TH, kim tra hiu qu LOGO & SLOGAN)
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3.2 Cch tip cn vn :

Phng php tip cn ca ti ny bao gm c nh tnh v nh lng.

3.2.1 Tip cn nh tnh:

Cch tip cn ny s c tin hnh da trn c s tham kho cc thng tin th cp trn
bo ch, internet cng nh lun vn tt nghip ca cc kha trc v quan trng nht l
da vo cuc phng vn mt s i tng nh: anh ch, bn b, ngi thn quen c thi
quen mua hng ti cc ca hng thc phm hoc siu th, cc i tng ny d tip cn v
cung cp thng tin nghim tc v thnh tht. Qua ghi chp li nhng thng tin c bn
hnh thnh bng cu hi.

3.2.2 Tip cn nh lng:

Cch tip cn ny s c tin hnh bng phng php iu tra, phng vn, pht bng cu
hi, vi qui m mu vo khong 160 quan st.
Trong giai on ny, phng php ny l phng php ph hp nht bi sau khi tin hnh
phn tch cc d liu thu thp c chng ta s c c nhng cu tr li chnh xc nht
cho nhu cu thng tin c t ra trong mc tiu ca ti.
Do b hn ch v mt thi gian cng nh ngun nhn lc nn trong giai on nghin cu
nh lng ny, lun vn s gp kh khn v tin cy cng nh tnh i din ca mu.
cng chnh l mt phn hn ch ca ti.

3.3 Chin lc nghin cu:

Chin lc nghin cu ca ti ny tri qua nhiu giai on v bao gm cc bc nh
trong biu c nu di y. Cng cn ni thm rng, trong cc bc ca chin lc
nghin cu th bc hnh thnh bng cu hi hon chnh v tin hnh thu thp d liu l
nhng bc gp nhiu kh khn nht trong ti.
hnh thnh c bng cu hi hon chnh phi tri qua nhiu giai on khc nhau, t
vic thu thp thng tin th cp, nghin cu nh tnh hnh thnh bng cu hi ban u,
sau iu tra phng vn th, hiu chnh bng cu hi v cui cng c c bng cu hi
hon chnh.
i vi vic thu thp d liu phn kh khn nht l tip cn v thuyt phc p vin
thu thp thng tin. V theo d tnh trong mi ln tin hnh phng vn th t l bng cu hi
36

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t yu cu mong mun l 2,5:2 iu ny c ngha nu tip cn 250 quan st, th t l

mong mun tip cn c v c bng cu hi hp l l 200 bng. Nhng trong thc t th
t l ny thng thp hn, thng ch khong 180 bng cu hi hp l. D c c
160 bng cu hi hp l th phi tip cn phng vn 200 quan st.

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Hnh thnh ti nghin
cu

Tm hiu v thc trng

v kt qu nghin cu

Tm hiu th trng v
hng thc phm

Thu thp d liu th

cp v cc vn lin
quan

Hnh thnh BCH ban

u

Th nghim BCH

Hiu chnh BCH

BCH chnh thc

Nghin cu nh lng
phng vn i tng
X l d liu

Phn tch

a ra vn

Xc nh nguyn nhn
a ra bin php gii
quyt
S qui trnh nghin cu

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3.4 Phng php thu thp d liu:

i vi d liu th cp trong ti c thu thp qua cc bi vit ca cc chuyn gia trn
website, hay ngun t cc t chc uy tn nh cc thng k, s xy dng, ti cng c
tham kho s liu ca mt s lun vn trc. Ngun thu thp d liu s c trnh by
k trong phn ph lc ca ti.
i vi d liu s cp: Vic thu thp d liu s cp l mt khu rt quan trng trong
ti, s liu thu thp phi trung thc v phi mang tnh i din cho mu th ti mi c
gi tr cao. V vy ti chn phng php thu thp d liu c tin cy cao l phng vn
trc tip.
Xt v i tng c phng cn, th phng php phng vn trc tip kh ph hp, bi
l i tng phng vn l nhng ngi c thu nhp trung bnh c tui t 20-60, l cng
vin chc, nhn vin vn phng, l k s, c nhn, ngi ni trLa chn thi gian
phng vn thng l gi ngh tra hay gi tan tm bui chiu i vi cng nhn vin
chc, gi rnh ri ca ngi ni tr

3.5 Phng php chn mu:

Theo k hoch v yu cu ca b phn kinh doanh cng ty, ti chn phng php
chn mu phi xc sut trong s dng phng php nh ngch (quota sample) c
dng chn lc mu iu tra. Theo , tng s quan st c la chn iu tra l 160
quan st, trong tng khu vc dn c quanh v tr ca hng l 20 quan st, trong i
tng cng nhn vin chc, nhn vin vn phng, cn b v hu l 60%, trong 60%
i tng ny li chia ra thnh 2 nhm i tng, vi 2 khong tui khc nhau l 50% t
20-40v 50% t 40-60. Cn li 40% l cng nhn, bun bn t do, ni tr cng c
phn ra chia tng t thnh hai nhm tui nh trc.

tui
T 20 - 40
T 40 - 60
Tng

i tng phng vn
Nhn vin vn phng, cn b, cng vin
Cng nhn, bun bn t do, ni tr
chc, v hu
(i tng 2)
(i tng 1)
48
32
48
32
96
64

Tng
80
80
160

3.6 K hoch phn tch:

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Sau khi tin hnh iu tra kho st thu thp xong s liu, hon thnh xong vic nhp liu.
Ta c k hoch phn tch sau:
1. To khun nhp liu trong phn mm SPSS
2. Kim tra, lc d liu xem d liu c b nhp sai, trng trong qu trnh nhp liu hay
khng. c bit ch trng n cu A5 thng rt d xy ra li trong nhp liu nh
trng gi tr ( v d nhng yu t c cho l quan trng, chn yu t 3, 4 nhng trong
qua trnh nhp liu th nhp 3, 3.) tng t i vi nhng cu nhng yu t c cho
l quan trng nht, nh, ba cng c kh nng xy ra li tng t. Mt li na cu A5
thng gp l trong s nhng yu t c cho l quan trng nht, nh, ba phi chn
ra t nhng yu t c cho l quan trng. Nu p vin chn nhng yu t quan trng
nht, nh, ba khng thuc ct quan trng, th chng ta phi tm ra yu t , v thm
yu t vo ct yu t quan trng. kim tra li ny chng ta dng lnh ANY
trong phn mm SPSS.
3. Sau khi c c b d liu hon chnh, da vo mc ch nghin cu, ta s dng
chng trnh SPSS, EXCEL chy ra bng kt qu, v th biu din cho mc
ch nghin cu
4. Gii thch cc kt qu

3.7 tin cy
B d liu c c thng qua kho st iu tra thc t, khng phi l s liu o, xong
trong thc t qu trnh iu tra, c nhiu nguyn nhn khch quan khc nhau t pha p
vin cng nh ngi iu tra s nh hng n tnh chnh xc ca d liu. C th nh:
Yu t nh hng n tin cy t pha ngi i iu tra l lp bng cu hi v cch
truyn t khng r rng, lm cho p vin hiu lm v kt cc thu thp c d liu
khng nh mun, hoc p vin khng tr li dn n thiu thng tin.
Cch khc phc cho vn ny l chng ta s chnh sa li bng cu hi d hiu hn,
hoc c th gii thch cho p vin mc ch ca cu hi l g.
Mt vn na cng nh hng n tin cy ca d liu l trong qu trnh nhp liu
cng rt d xy ra sai xt, y l iu khng th trnh khi. Trn thc t cch khc phc
cho vn ny l cho 2, 3 ngi cng nhp chung bng cu hi, v nu kt qu ca ba
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ngi gn ging nhau (sai s ti a 2-3%) th chp nhn c. Xong i vi ti ny th

khc phc nh trn l iu khng th. M ch khc phc l sau khi nhp xong mt bng
cu hi, xong i chiu kt qu va nhp vi bng cu hi c sai xt g khng.
Yu t nh hng n tin cy t pha p vin l khng nhit tnh hp tc iu tra,
khng tht s hiu m ch tr li qua loa v vy thng tin thu c c tin cy rt thp.
hn ch yu t ny, p vin cn nu r tm quan trng ca vic thu thp d liu i
vi ti ang thc hin, v la thi gian thch hp, v nhng i tng thch hp
phng vn.

41

Ph lc

CHNG IV
KT QU NGHIN CU
Sau khi s dng phn mm SPSS lc li cho b d liu v tin hnh phn tch, kt qu
thu c c chuyn qua phn mm Excel v th.

4.1 Nhn din i th cnh tranh chnh:

Da trn tt c p vin trong 160 quan st:
NB dau tien

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

coop mart

42

21.0

21.0

21.0

big c

10

5.0

5.0

26.0

metro

4.0

4.0

30.0

coop food

16

8.0

8.0

38.0

vissan

18

9.0

9.0

47.0

foco mart

12

6.0

6.0

53.0

maximax

4.0

4.0

57.0

fresh food

4.0

4.0

61.0

3.0

3.0

64.0

26.0

26.0

90.0

10.0

10.0

100.0

100.0

100.0

sieu thi sai

6
gon
cho gan nha 52
khac
20
Total

200

Bng 1: nhn bit thng hiu u tin

60

Biu 7: nhn bit thng hiu

Da trn kt qu nghin cu nh tnh v theo nhn nh, cng nh vn quan tm ca
n v thc tp, ti nh gi mc cnh tranh ca 10 thng hiu k trn. Vi kt qu
kho st t mu ta thy, nhn bit u tin ca Ch gn nh chim n 26%. iu ny t gay
tranh ci v ng l hin nay, thi quen tiu dng ca ngi dn Vit Nam ni chung v
ngi dn ti thnh ph H Ch Minh ni ring vn l thch mua hng thc phm ti ch.
Tuy nhin, c mt thng hiu c c mc nhn bit u tin cao nht trong cc thng
hiu cn li l Co.op Mart ( 21%). y c th l mt iu kin tt cho thng hiu Co.op

43

Food nhng cng mang li nhiu vn . Co.op Fo.od ng l thng hiu ra i sau, c
c nhiu thun li da trn s pht trin mnh m ca thng hiu Co.op Mart, nhng
khng v th m c th m nht, v ngay chnh bn thn Co.op Mart cng l mt trong
nhng i th cnh tranh ln nht e da s tn ti v pht trin ca Co.op Food.
Nu khng k n Co.op Mart th thng hiu Vissan vi nhn bit u tin xp x
Co.op Food ( Vissan 9% - Co.op Food 8% ) chnh l i th ng quan tm nht i vi h
thng ca hng thc phm an ton tin li Co.op Food.
Chn on sc khe thng hiu Co.op Food so vi i th chnh:

Co.op Food

Vissan

71%

44%

23%

36%

Nhn bit TH (NB u tin, NB

tip theo, NB tr gip)

TH ang dng

TH dng chnh

TH s gii thiu

T l chuyn i:
Tng dng/ Nhn bit
T l chuyn i
Dng chnh/ Tng dng

Biu 8: Ch s ABS

44

Tnh ch s ABS ca hai thng hiu ta c:

T l nhn bit:
ACo.op Food = (8% + 43% + 67.5%)/3 = 39.5%
AVissan = (9% + 38% + 49.5%)/3 = 32.2%
ph ti th trng:
CCo.op Food = 45%
CVissan

= 61%

ABSCo.op Food = (39.5% + 71% + 23% + 45%)/4*100 = 0.44

ABSVissan

= (32.2% + 44% + 36% + 61%)/4*100 = 0.43

Sau khi phn tch ch s ABS ca hai thng hiu, ta thy: c hai thng hiu u cha phi
l thng hiu mnh vi ch s ABS xp x nhau.
Tuy rng Co.op Food c t l chuyn i t nhn bit sang tiu dng cao hn Vissan rt
nhiu: c th l hn 27%, nhng Vissan vt qua Co.op Food v t l chuyn i t tng
dng sang dng chnh n 13%.
Vy c nhng nguyn nhn no khin ngi tiu dng tuy chuyn i t nhn bit sang dng
th Co.op Food kh cao nhng t l chuyn qua dng chnh th khng my kh quan.Chng
ta s i su phn tch vn ny trong nhng phn tip theo.

4.2 o lng mc trung thnh:

Mc trung thnh l mt khi nim kh phc tp, n cn c xem xt v nh gi trn
nhiu kha cnh.
o lng mc trung thnh ca khch hng i vi Co.op Food, ta nghin cu trc v
c im hnh vi tiu dng ca khch hng i vi Co.op Food v c nhng i th khc
trn th trng ra sao.
tm hiu mc trung thnh, ta c bng o tng i nh sau:
trung thnh thp
S gii thiu
?
S mua

trung thnh cao

S gii thiu
?

Mua chnh

S mua
Mua chnh

Kt qu nghin cu c c t cu hi A.1.d

45

noi den 3 thang

coop mart
big c
metro
coop food
vissan
foco mart
maximax
fresh food
sieu thi sai gon

Cases
110
61
134
96
44
38
74
56
42

Col Response %
55.0%
30.5%
67.0%
48.0%
22.0%
19.0%
37.0%
28.0%
21.0%

Bng 2: ni tng n mua hng thc phm

Trong 200 quan st, s lng ngi n tham quan v mua sm hng thc phm ti h thng
Metro v Co.op Mart trong vng 3 thng gn y l nhiu nht ( 67 % v 55%).
T l Co.op Food cng kh kh quan ( 48%). Cc thng hiu khc c t l ngang nga
Co.op Food l Maximax(37%), BigC(30.5%)
Cu hi A.1.e cho thy t l mua sm hng thc phm ti cc thng hiu:

Biu 9: Ni mua hng thc phm chnh

28% ngi tiu dng vn chn ch gn nh l ni mua sm hng thc phm chnh, chim
t l cao nht.
H thng siu th Co.op mart v chui ca hng Co.op Food cng c kh nhiu ngi
tiu dng la chn lm ni mua hng thc phm chnh ( 18.5 % v 11%)

46

C nhng thng hiu khc cng c t l ngi tiu dng chn lm ni mua sm hng
thc phm chnh xp x vi Co.op Food nh Vissan (8%), Foco mart (7%).
Da trn , ta c th nhn nh i vi chui ca hng Co.op Food:

Biu 10: trung thnh vi Co.op Food

Nhn nh ban u, c th ni Co.op Food c mc trung thnh ca khch hng tng i
cao. Mc chnh lch gia mua chnh v s mua tuy nhiu nhng t l s gii thiu kh cao.
Chng ta s i su hn phn tch mc trung thnh ca khch hng i vi Co.op Food
da trn nhng t l chuyn i tiu dng nh sau:

Chuyn t nhn bit sang mua:

% t chuyn = ni n 3 thng qua / nhn bit khng tr gip

Biu 11: t l chuyn i t nhn bit sang dng th

47

Hu ht cc thng hiu trn u c t l chuyn i trn 50%.

Chui ca hng Fresh food c % t chuyn cao nht 85%
Tip sau l cc ca hng ca Foco mart, Co.op Food v Metro.
H thng Vissan v BigC l c t l chuyn i thp nht, c th l do h thng ca hng
cha pht trin mnh, cha c nhiu chng trnh thu ht ngi tiu dng n mua sm.

Duy tr mc s dng:
% t chuyn = mua chnh / tng mua

Biu 12: mc duy tr s dng

Hu ht cc thng hiu trn u c mc duy tr s dng kh thp.c th l do dch v
chm sc khch hng cn yu, cc chng trnh gi chn khch hng cha mnh, cha hp
dn
Trong Foco mart v Vissan tuy c mc chuyn t nhn bit sang mua dng khng
nhiu nhng li c t l duy tr s dng kh quan nht.

Tip tc s dng:
48

% t chuyn = s mua / mua chnh

Biu 13: mc tip tc s dng

H thng BigC tuy c mc duy tr s dng khng cao lm nhng nhng ngi ang
mua sm hng thc phm ti BigC l chnh hu nh khng c nh thay i m vn s tip
tc mua sm ti BigC ( 450%)
Co.op Mart v Fresh Food cng chim c t l ngi tip tc s dng tng i cao.
Chui Co.op Food tuy khng dn u trong danh sch nhng cng kh kh quan vi t l
tip tc s dng l 291%
Foco mart v Vissan th c t l ny kh thp: c th do t chuyn i, chm i mi hay
hot ng u i khch hng hin hu cha hiu qu.

Truyn ming:
49

% t chuyn = s gii thiu / mua chnh

Biu 14: Mc truyn ming

H thng Co.op Mart v Vissan c t l truyn ming cao nht, iu ny c th ng vi mc
hi lng ca khch hng i vi ca hng hin ti l kh cao.
Co.op Food v Foco Mart ch c t l truyn ming trn 70% cho thy khch hng hin ti
cha hon ton hi lng vi ca hng.

Xu hng thay i thng hiu:

% t chuyn = s khng mua / mua chnh

Biu 15: Xu hng thay i thng hiu

50

Co.op Food c t l chuyn i thng hiu thp nht, cho thy ngi tiu dng t c mun
thay i ni mua sm. hay c th ni mc trung thnh ca khch hng vi Co.op Food
tng i cao
Siu th Si Gn th ngc li, t l thay i thng hiu kh cao. C th do siu th Si Gn
chm i mi, dch v khng tt. Khng th cnh tranh li cc i th khc.

4.3 Mc thng xuyn mua hng ti CHTP:

Valid

Total

hang ngay
1 - 2 ngay
3 - 4 ngay
nua thang
1 thang
tren 2 thang
Total

Frequency
54
36
40
14
10
46
200

Percent
26.9
17.9
19.9
7.0
5.0
22.9
99.5

201

100.0

Valid Percent
27.0
18.0
20.0
7.0
5.0
23.0
100.0

Cumulative Percent
27.0
45.0
65.0
72.0
77.0
100.0

Bng 3: Mc thng xuyn mua hng ti ca hng thc phm

Biu 16: Mc thng xuyn mua hng ti ca hng thc phm

Sau khi hiu r khi nim ca hng thc phm, cc khch hng cho thy mc
thng xuyn mua hng ti cc ca hng ny:
S ngi mua hng thng xuyn ti CHTP chim t l kh cao, tuy nhin s ngi rt t
khi mua hng ti CHTP cng xp x. iu ny cho thy, nhng ngi mua hng ti CHTP
51

v xem nh ni mua chnh th rt thng xuyn mua hng. S ngi cn li ch thnh thong
thay i ni mua chnh ca h bng cc CHTP.
Hay cc CHTP ch mi thu hut c mt na th trng tim nng.
hiu r hn hnh vi mua hng ca khch hng ti cc CHTP, ta i sau nghin cu
mc thng xuyn mua sm tng loi hng c th ca h .
Trn 10 ln mua hng th vi tng mt hng c mc thng xuyn kh khc bit:

Biu 17: Mc thng xuyn mua hng ti ca hng thc phm xt tng loi hng
Cc mt hng c ngi tiu dng la chn mua ti cc CHTP bao gm: TP ng lnh, TP
ch bin, SP t sa, TP ti sng.
Ngi tiu dng t khi la chn CHTP lm im n khi h c nh mua cc mt hng :
lng thc, ung, bnh mt v ung c cn.

4.4 nh gi cc yu t quan trng khi chn mua hng ti mt CHTP:

Cu hi nghin cu A.5.a,b cho ta nhng nhn nh v cc yu t m ngi tiu dng cho l
quan trng cn c p ng khi h quyt nh chn mt CHTP no lm ni mua sm
cc mt hng thc phm.
Biu 18 cho thy:

52

a s khch hng ng rng hng ha m bo v sinh an ton thc phm, hng c cht
lng cao c chn lc k, hng ti sng, khng gian ca hng thong mt sch s v gn
nh, ng i tin l nhng iu kin tin quyt hng u.
Tip theo l cc yu t hng c o, t bn ni khc, c ni xe v ni gi an
ton, thun tin, phc v nhanh chng, cng c kh nhiu ngi la cho l quan trng.
Hu ht khch hng u khng ch trng lm i vi cc yu t nh: gi c phi hp vi
cht lng, c khuyn mi hp dn, cho dng th sn phm khi h quyt nh chn CHTP
l im n mua sm cc mt hng thc phm.

53

Biu 18: cc yu t quan trng khi chn mua hng ti ca hng thc phm
54

V trong cc yu t c cho l quan trng, c nhng yu t c chn lm quan trng hng

u c t l ngi tiu dng ng :
yeu to quan trong nhat

Valid

dam bao ve sinh

chat luong cao,
chon loc ky
hang tuoi song
nguoi
thieu
Total

than

gioi

Frequency
152

Percent
76.0

Valid Percent
76.0

Cumulative
Percent
76.0

24

12.0

12.0

88.0

22

11.0

11.0

99.0

1.0

1.0

100.0

200

100.0

100.0

Bng 4: yu t quan trng nht khi chn mua hng ti ca hng thc phm

Biu 19: yu t quan trng nht khi chn mua hng ti ca hng thc phm
Trong 200 ngi c kho st, c ti 76% ngi tr li rng yu t hng ha ca cc CHTP
phi m bo v sinh an ton thc phm l quan trng nht.
Tip theo l cc yu t hng c cht lng, c chn lc k v hng ti sng cng c
t l ngi cho l quan trng nht tng i kh.
Tuy t l ngi ng rng CHTP c ngi thn, bn b gii thiu cn nhc chn lm
ni mua sm cho bn thn mnh l quan trng nht, kh thp ( ch 1% ) nhng n cng nm
vo trong danh sch 4 yu t quan trng hng u trn 19 yu t a ra.

55

4.5 o lng mc hi lng vi chui ca hng Coop Food

i vi cc yu t m khch hng cho l quan trng nh m bo an ton v sinh, hng c
cht lng cao, hng ti sng th h thng Co.op Food u p ng c kh tt. im
hi lng ca khch hng cho tng yu t u trn 4 im.
Trong , h thng Co.op Food c khch hng hi lng nht l cc yu t nh: c ni
gi xe, gi , chuyn bn thc phm nn rt tin li, uy tn ca thng hiu.

Biu 20: mc hi lng vi Co.op Food

56

4.6 Hiu qu LOGO v SSLOGAN :

Hiu qu v mu sc:
Logo ca Co.op Food
o lng kh nng ghi nh ca khch hng i vi mu sc ca LOGO:
Trong 135 ngi nhn bit Co.op Food, ta c t l phn trm nhng ngi nh mu sc ca
LOGO nh sau:

Biu 21: hiu qu mu sc ca logo

Hu ht khch hng u b n tng bi mu xanh v vng ca LOGO, h c th mng
tng hnh nh LOGO nhiu hn.
iu ny cng c th l gii d dng v mu sc ch o trong LOGO v ca hng u l
mu xanh l cy, mu ny mang li cm gic gn gi vi mt hng thc phm.
Nhn chung th mu khng mang li n tng mnh cho khch hng i vi ca hng
thc phm Co.op Food.
Nu so snh vi LOGO chnh xc ca Co.op Food th c th ni hiu qu mu sc ca
LOGO l kh cao, n to c n tng trc quan vi khch hng.

Nhn nh ca khch hng v hnh thc ca LOGO:

Trong cu hi kho st B2, cc cm t c ngha hi nghch nhau c a ra gip nhn
nh rch ri cm ngh khch hng khi nhn vo LOGO ca Co.op Food.
57

Biu 22: nhn nh v logo

Nhn chung th hnh thc ca LOGO to c thin cm vi khch hng: trn 2/3 u ng
rng LOGO c mu sc ph hp vi ca hng Co.op Food, c font ch d nhn, ti mi v
b cc th gn gng.
Nhng c im ny c khch hng ng vi t l rt cao:
Mu sc hi ha, hp vi ca hng c gn nh 100% khch hng ng .
Trn 90% khch hng cho rng font ch ca LOGO vui v v ti mi.
Khong 80% khng hng ng rng LOGO c b cc gn gng v font ch d nhn.
Tuy nhin, LOGO cha to ra mt n tng mnh m vi ngi tiu dng v ch c mt na
khch hng cho rng biu tng ca LOGO l hp dn, n tng.

58

Lin tng ca khch hng v ngha ca LOGO:

Tng t nh cu hi B2, cu hi B3 cng dng cc cp t gip ngi tr li phn nh
suy ngh ca bn thn i vi LOGO, h nhn vo LOGO v lin tng xem ngha ca
LOGO ny l nhng g?

Biu 23: ngha ca logo

Theo a s khch hng th LOGO mang nhng ngha theo chiu hng tch cc, to c
nhiu thin cm.
Khch hng nhn thy s tin cy, tin li, thn thin, hiu khch v sch s ti mi. Ngoi
ra, h cn cm thy LOGO mang ngha cho s bnh dn, mi m.
Tuy vy, nhng h khng cho rng LOGO cho thy s ng cp m vn bnh thng.

n tng ca SLOGAN:
Khi c hi, anh ch c nh SLOGAN hay cu khu hiu ca Co.op Food l g khng?

59

Da trn cu tr li ca p vin m phng vn vin ghi nhn cc trng hp sau y:

nho SLOGAN

2
174

Percent
1.0
87.0

Valid Percent
1.0
87.0

Cumulative
Percent
1.0
88.0

20

10.0

10.0

98.0

2.0

2.0

100.0

200

100.0

100.0

Frequency
Valid

dung & du
dung 1 phan
khong nho
dung
khong nho gi
Total

Bng 5: n tng SLOGAN

Biu 24: n tng SLOGAN

Ch c 2 ngi trong 200 ngi c hi l c th ni ng v SLOGAN.
Hu ht p vin u ch c th p ng 1 phn ca SLOGAN ( 87%)
S ngi khng th p ng hay khng nh g v SLOGAN chim mt lng nh (12%)
Kh nng ghi nh SLOGAN:
Sau khi th hi khng tr gip g, chng ta a ra mt vi gi cho p vin th li ln
na kh nng h nh c SLOGAN chnh xc nh th no?

60

Biu 25: Ghi nh SLOGAN

So vi SLOGAN chnh thc An ton, tin li, ti ngon th hu ht khch hng ch nh
c mt phn u ca SLOGAN l An ton, tin li.
S ngi tht s nh ng SLOGAN ch chim 1/10, cho thy SLOGAN hnh nh c vn
cn phi lu .

Cm ngh ca khch hng v SLOGAN:

SLOGAN chinh xac

Valid

cua hang TP tien

loi
an toan, tien loi
an toan, tien loi,
tuoi ngon
ban cua nguoi noi
tro
thuc pham tuoi
ngon
Total

Frequency

Percent

Valid Percent

Cumulative
Percent

16

8.0

8.0

8.0

146

73.0

73.0

81.0

34

17.0

17.0

98.0

1.0

1.0

99.0

1.0

1.0

100.0

200

100.0

100.0

Bng 6: ghi nh SLOGAN

61

Biu 26: cm tng v SLOGAN

Cm tng ca ngi tiu dng v SLOGAN ca Co.op Food khng my tch cc lm.
H khng cho rng n n tng, ngn gn.
Khch hng cm thy SLOGAN bnh thng, khng hay lm, thm ch khng ni l n di
dng ( 70% ng ), khng hay lm ( 75% ng ).

4.7 Thng tin v khuyn mi, qung co, PR:

Biu 27: ngun thng tin nhn bit thng hiu

62

nguon thong tin tin cay nhat

Valid

truyen hinh
bao / dai
bang ron / to
roi
truyen mieng
thay
cua
hang
hoat
dong
gioi
thieu
ngoai troi
Total

Frequency
86
54

Percent
43.0
27.0

Valid Percent
43.0
27.0

Cumulative
Percent
43.0
70.0

14

7.0

7.0

77.0

40

20.0

20.0

97.0

2.0

2.0

99.0

1.0

1.0

100.0

200

100.0

100.0

Bng 7: Ngun thng tin tin cy nht

C 28% khch hng cho rng ngun thng tin bo i l tin cy, trong khi c ti 60 %
khch hng nhn bit Co.op Food bng ngun thng tin ny.

Biu 28: ngun thng tin tin cy nht

ng o ngi tiu dng ngh rng ngun thng tin t cc knh truyn hnh l ngun thng
tin tin cy nht, nhng ch c 5% khch hng nhn bit Co.op Food qua truyn hnh. C th
do cng ty cha c k hoch truyn thng qung co tt trn phng tin ny
Nhn nh chung th hin ti Co.op Food cha tht s mnh trong vic truyn thng v
qung b ca hng/ thng hiu mnh, v nhng ngun thng tin ngi tiu dng thng qua
nhn bit u l nhng ngun thng tin khng m bo tin cy vi bn thn h.

63

Ta cn y mnh chin dch truyn thng v la chn li knh truyn thng thch hp v
hin qu.

nh gi cc chng trnh hot ng:

Chuyn t nhn bit sang tham gia cc chng trnh dch v:

Biu 29: t l chuyn i t nhn bit sang tham gia cc chng trnh khuyn mi
Cc chng trnh khuyn mi, gim gi, khch hng thn thit v ngy khng ti nilong
c rt nhiu ngi bit n v a s u tham gia, vi phn trm t chuyn u xp x
trn di 90%.
S ngi bit n cc chng trnh nh tng qu km theo, tch ly im i qu tuy kh
ng, nhng t l chuyn qua tham, gia vo 2 chng trnh u thp. c th do chng trnh
cha tht s hp dn.
Chuyn t tham gia sang yu thch cc chng trnh, dch v ( mang yu t kch thch
mua hng)
64

Biu 30: t l chuyn i t tham gia sang yu thch cc chng trnh khuyn mi
Hu nh nhng khch hng no tham gia vo bt k chng trnh no th cng yu thch
chng trnh , phn trm t chuyn u cao hn 100%.
Trong chng trnh ngy khng ti nilong c nhiu ngi bit n, tham gia v u
yu thch.
Chng trnh tng qu km theo tuy s ngi tham gia cn thp nhng cng to c cm
tnh vi khch hng.

Thi i vi hot ng khuyn mi, gim gi sp:

65

y l cu hi nhm tm hiu xem nhng ngi thch khuyn mi l nhng ngi c cch
ngh v nhn thc th no khi tham gia chng trnh khuyn mi.

Biu 31: thi ca bn thn i vi khuyn mi

Chng trnh khuyn mi l mt trong nhng cch to ra kch thch mua dng kh mnh, do
, cn bit c i tng khch hng m mnh nhm n khuyn mi phi l nhng ngi
th no c ni dung chng trnh khuyn mi cho ph hp,
Kt qu cho thy hu ht a s khch hng ( mu 200 ngi ) u ch tham gia khuyn mi
khi h nhn thy n tht s c li ch g cho bn thn mnh.
S ngi khong b nh hng nhiu bi khuyn mi khng ng k, ch khong 10%.
Nhng cng c kh nhiu ngi c ngh xu v hot ng khuyn mi, h thng nghi ng
cht lng v gi c ca mt hng khuyn mi.

CHNG 5
66

KT LUN V XUT GII PHP

Da trn cc kt qu thu c ta c th nhn nh thng hiu Co.op Food c bao ph
th trng tng i ( tnh trong khu vc i tng khch hng mc tiu: trong vng bn
knh 500m so vi v tr ca hng).
nhn bit ca khch hng i vi Co.op Food tuy cha cao nhng s lng ngi tiu
dng chuyn t mua dng v tip tc s dng kh cao.
ng thi Co.op Food c c kh nhiu tnh cm tch cc ca khch hng: c mc
hi lng chung trn trung bnh, c t l cc yu t trung thnh vi thng hiu cao trn 70%.
c bit, Co.op Food xy dng c hnh nh mt thng hiu mang tnh bnh dn
nhng rt c tin cy, ng vi nh v ban u
Tuy nhin, vn cn mt vi vn cn lu nh hnh thc qung b thng hiu, hot
ng gi chn v thu ht khuyn khch mua dng cha t c nhiu hiu qu.
Ni tri nht l cc knh truyn thng, vn cha tp trung v mnh. Nhng knh thng
tin c c s tin cy cao ca khch hng nh truyn hnh, bo i. th li c rt t ngi
thng qua n nhn bit thng hiu.Hin ti a phn t l ngi tiu dng bit n Co.op
Food u qua nhng knh thng tin t tin cy, d sai lch nh bng rn, t ri,truyn
ming, nhn thy ca hng
i vi hiu qu ca LOGO v SLOGAN: khch hng u c th mng tng v
LOGO v nh mang mng SLOGAN, cm nhn ngha ca chng theo chiu hng tch
cc v cho rng b cc LOGO p. D vy, LOGO vn cha to c nhiu n tng m
nt trong tm tr khch hng, SLOGAN th cha thc s thu ht v hn su trong tm tng
nhn thc ngi tiu dng. C khng t khch hng cho rng LOGO ca Co.op Food rt bnh
thng, cn SLOGAN th kh di dng.

MT S GII PHP

67

Ta thy, khch hng a phn c cm tnh vi Co.op Food, ch c vn v chiu th,

qung co hnh nh c v nh cha t hiu qu cao nht. Chnh v vy, ti ch xin i su
vo kin ngh cho cc gii php v chiu th

Gii php 1: Lm tt cng tc d bo

Lm tt cng tc ny c th gip cho Co.op Food nm bt v th trng, ngun lc v quan
trng nht l xu hng mua sm cng nh mc tha mn ca khch hng.
Cc d bo c bn nh:
-

D bo tnh hnh ti chnh ca Co.op Food

D bo xu hng tiu dng ca khch hng trong tng lai.

Thng xuyn nghin cu, phn tch SWOT v cc i th cnh tranh v bn thn
Co.op Food.

Tham chiu cc thng tin d bo v dn c, thu nhp, xu hng tiu dng ca

ccVin Kinh t, x hi.

VD: theo Vin Kinh t thnh ph H Ch Minh ta c:

D kin c cu chi tiu
n v tnh: %
C cu chi tiu bnh qun ngi/ thng
- Chi cho n ung
- Chi cho may mc
- Chi cho vic i li
- Chi cho vic hc hnh
- Chi cho y t, bo v sc khe
- Chi cho vui chi, gii tr
- Chi khc

2000
2006
2010
100.0
100.0
100.0
67.0
56.0
41.0
6.5
9.0
11.0
7.5
8.0
9.0
4.0
6.0
9.0
9.0
10.0
12.0
3.5
6.0
8.0
2.5
5.0
10.0
(ngun Website Vin kinh t Tp. H Ch Minh)

Vn t ra cho Co.op Food l cn xem xt kh nng m rng nhng ni no c nhu cu

tim nng, xem xt mt chin lc tp trung kinh doanh mt hng thc phm loi no th s
mang li hiu qu.ng lu l hin nay phn trm chi tiu cho n ung ca ngi dn Tp.

68

H Ch Minh c xu hng gim, m hng thc phm li l mt hng chnh yu ca Co.op

Food.
Hin nay, phn ln ngi tiu dng c thi quen mua cc mt hng thc phm (nht l thc
phm ti sng) ti cc ch, cc h kinh doanh c lp. Trong nhng nm ti, cng vi qu
trnh th ho, thu nhp ca dn c tng, thc v cht lng v v sinh an ton thc phm
tt hn nn xu hng mua hng ti cc loi hnh siu th, ca hng chuyn doanh tng cao,
vi tc d kin trn 150%/nm.

Gii php 2: Hon thin dch v - Tha mn khch hng

Trong ngnh bn l, y l yu t cc k quan trng to li th cnh tranh v thu ht
khch hng. Dch v khch hng y khng ch nhm lm tha mn cc nhu cu khch
hng m cn l vic phc v v t mi li ch khch hng trn ht. Trc tnh hnh cnh
tranh gia cc ca hng thc phm hin ti v siu th, ch th Co.op Food nn lm g?
a. Xy dng i ng mu dch vin chuyn nghip hn.
- Mu dch vin chuyn nghip trong cch thc mi cho v gii thiu sn phm khch hng
cn.
- Mu dch vin d trc p lc no cng phi tht nim n, vui v, n n ci vi mi
khch hng, d khch hng c kh chu cch my, thm ch khng mua hng vn phi vui v
cho cng nhng li l lch thip. Cn c thi tn trng khch hng, trnh tt c nhng g
c th lm pht khch hng trong cung cch phc v.
- Mu dch vin khu vc hng ha no, phi c kin thc tht tng tn v quy cch sn
phm, s lng sn phm , cng nh cch s dng sn phm.
- Mu dch vin trong tng ca hng phi nm c cch bi tr trong ca hng v nhanh
chng ch dn khi khch hng cn. Nhng nhn vin ti quy tnh tin cn phi lm vic
nhanh chng v chnh xc hn thi gian va qua. ng giai on tnh tin tr nn ngao
ngn i vi ngi mua hng, y l iu mong mun ca khch hng khi c phng vn
v cng l mt trong nhng yu t c cho l kh quan trng chn mua hng thc phm
ti cc ca hng thc phm.

69

=> lm c iu ny, Co.op Food cn duy tr m nhng lp hun luyn bn hng

chuyn nghip sau tuyn, c k hoch theo di, kim tra, nhc nh cng nh khen thng
kp thi ng vin nhn vin; lp ng dy nng n nhn v gii quyt tha ng
nhng kin ca khch hng.
b. By tr hng ha:
iu ny c th ghi nhn s tin phong ca h thng siu th Metro v Co.op Mart. Chui
ca hng Co.op Food cn hc hi v tm phng n by tr tt nht to nhiu khng gian
cho ngi tiu dng.
t cc bng hiu thch hp cc li i, quy hng ngi tiu dng d dng tm thy
cc mt hng cn. iu ny gip cho khch hng mua hng thoi mi v khng mt thi gian
tm kim gy kh chu.
Theo nh kt qu nghin cu m ti cp trn th hu ht khch hng u mong
mun mua hng nhanh chng nht, thm ch c nhng ngi ch mun tht nhanh mua mn
hng mnh cn i v.
Cc ca hng nn c sn hng ha p ng nhu cu khch hng v hng ha c sn trong
kho, khi khch hng cn l c, h khng phi b tht vng, nu khng c sn. h s b i
ni khc mua.
c bit i vi mt hng thc phm, gn nh 100% ngi tiu dng u i hi mc v
sinh thc phm rt cao. Do , trong qu trnh by tr gian hng, bn hng, lu tr hng cn
c bit ch : khng gian phi sch s, thong mt, khng c nhiu bi, rc thc phm, cn
trng khng thc phm bay mi kh chu, ton b hng ha phi c ghi ch r rng
ngy sn xut, ht hn hay cng ty sn xut, chng ch an ton thc phm, nhn vin phi c
trang phc lm vic tm tt, sch s v bo m ng tiu chun v sinh ca b y t.
c. T chc tt cc b phn gii quyt s c, khiu ni v hu mi:
Cc b phn ny phi lun c mt trong tng ca hng trong sut thi gian ca hng hot
ng, chuyn gii quyt cc s c v hng ha, lin h nh cung cp v tr li c mi thc
mc ca khch hng. y l iu gip tng thm s hi lng ca khch hng khi gp nhng
s c hoc trc trc v hng ha, khch hng c th an tm n ngay b phn ny trong ca

70

hng gii quyt, m khng phi lo ngi hoc khng bit ngi gii quyt. V vy, b phn
ny cn c kh nng gii quyt v quyn quyt nh trong gii quyt s c ca khch hng.
nh k thm d s hi lng v cht lng phc v m khch hng nhn c, t iu
chnh kp thi.
d. B tr bi gi xe v gi tht tin li:
y cng l yu t mang n s hi lng cho khch hng so vi vic phi mua hng ti cc
a im khc, do , cn c i ng bo v tht chu o, chiu lng khch, b tr xe c tht
gn v d dng tm thy, khng khch hng ch lu.
Ni gi phi c cc bin php bo v an ton.
Gii php 3: Chin lc gim gi
So vi Vissan v mt vi thng hiu khc, gi bn mt s mt hng ca Co.op Food vn
cn nhnh hn i cht. iu ny l mt bt li nh. Tuy CP fresh mart mi ra i nhng s
cnh tranh v gi rt mnh m. Lng khch hng b thu ht bi s chnh lch gi khng h
nh. Chnh v vy, tng sc cnh tranh ca mnh, Co.op Food cn xy dng nhng chin
lc v bin php c th nhm gim gi thnh v thu ht khch hng.
Xy dng trung tm phn phi v h thng cung cp, iu phi hng ha n cc ca hng
sao cho tht hiu qu nhm gim chi ph hot ng v m bo lng hng ha y v a
dng trong kinh doanh, m rng thng hiu sang nhng sn phm mi, c o ( hng thc
phm lm sn cho nu nng)
Lin kt vi cc nh cung cp ti thiu ha chi ph v c hng nhng t gim gi
mnh cnh tranh v thu ht khch hng.
Gii php 4: Qung co cng c thng hiu
Chin lc qung co ca Co.op Food trong thi gian qua l cha tt. Co.op Food cha
tn dng ht cc li th truyn thng ( qung co trn truyn hnh). Tuy rng vic qung
b thng hiu qua cc knh thng tin nh truyn hnh, bo i i hi mt ngun kinh ph
kh cao nhng n li rt quan trng v c c nhiu s tin tng ca khch hng: lm cho
hnh nh thng hiu c cng c v truyn b rng ri trong th trng, ng thi gip
thng hiu trnh khi s m nht theo thi gian.

71

Nn xy dng mt website ring hin i hn, c sc hn qung b ti mi ngi. Co.op

Food nn gi lin lc vi khch hng thn thit v c nhiu chng trnh u i hn.
y mnh cc hot ng Marketing lan truyn nh : tng phiu mua hng cho bn thn
ngi mua hng v ngi thn ca h
Vo mi dp l tt hay s kin c bit, Co.op c th tng qu lm quen vi dn c xung
quanh a bn, to ra s thn quen, truyn b thng hiu vo dn chng. y cng l mt
cch tip cn v li ko khch hng hiu qu.
Cn c cc chng trnh qung co sang to v n tng hn.
Tm li, cng vi nhng th mnh, Co.op Food vn hin din kh nhiu im yu. V vy,
vic thng xuyn nghin cu v iu chnh cc chin lc kinh doanh, chiu th l rt cn
thit.

TAI LIU THAM KHAO

72

dien dan chia se kien thuc spss

http://www.vneco.com/showthread.php?p=131157
Trang web ca cng ty:

www.saigonco-op.com.vn/
http://vietbao.vn/Kinh-te/Saigon-Co-op-se-nhuong-quyen-kinh-doanh/40198623/87/

http://scid-jsc.com/news.php?lang=0&id_new=45

http://www.baomoi.com/Tag/Saigon-Co-dot-op.epi

http://vietbao.vn/Kinh-te/Coop-Food-mo-chuoi-cua-hang-ban-le-thucpham/75203566/87/

http://nld.com.vn/20090109105448185P1014C1016/coop-food-hoat-dong.htm

http://www.vtc.vn/1-201898/kinh-doanh/coop-food-mo-chuoi-cua-hang-ban-le-thucpham.htm

http://cafef.vn/20091123075327890CA33/khai-truong-coop-food-tai-hoc-mon.chn

http://www.baomoi.com/Info/Them-hai-sieu-thi-CoopMart-mot-Coop-Food-hoatdong/50/4169581.epi

http://www.lantabrand.com/cat22news3510.html

http://vietbao.vn/Kinh-te/FTA-gioi-thieu-phuong-phap-nghien-cuu-thi-truongmoi/10876379/89/

http://vneconomy.vn/70931P0C5/kham-suc-khoe-thuong-hieu.htm

http://thuonghieuviet.com/News/Detail/?gID=7&tID=24&cID=24011

http://weblink.vn/th/articles/c159/do-luong-thuong-hieu

http://vietbao.vn/Kinh-te/Chi-so-muc-do-hai-long-cua-khach-hang/40035936/87/

http://my.opera.com/prohockinhdoanh/blog/show.dml/4374279

www.kh-sdh.udn.vn/zipfiles/So19/10_huy_levan.doc

www.vjol.info/index.php/JSTD/article/viewFile/672/1715

PH LC
73

BNG CU HI KHO ST
BNG CU HI
ID..
Tn p vin: .........................................................................................................
a ch: ..................................................................................................................T
Tn PVV:................................................................................................................Ngy PV:/

Thi gian PV: Bt u/. : ./ Kt thc / : ./ - di PV:.. pht

Gii thiu: Ti tn l sinh vin H Kinh T TPHCM, ang lm ti NGHIN CU
HNH NH THNG HIU V CHUI CA HNG THC PHM.. Xin anh ch vui lng dnh t pht
tr li mt s cu hi ca chng ti. Chng ti cam oan nhng thng tin ca cc anh ch s c bo
mt.

CU HI GN LC
S1. Xin cho bit anh/ch hay c ai trong gia nh anh/ch lm vic trong cc ngnh sau y khng?
Truyn thng (bo ch, TV, radio/i)
Nghin cu th trng
Qung co hay dch v qung co/ t vn
Lm vic trong cc siu th, ca hng thc phm
Mua bn hng thc phm
Khng c ngnh no trong s cc ngnh trn

1
2
3
4
5
6

NGNG
NGNG
NGNG
NGNG
NGNG
S2

S2. Xin cho bit anh/ch c phi l ngi quyt nh vic mua thc phm chnh cho bn thn v quyt nh 1
phn vic chn mua hng thc phm cho gia nh khng?
C
Khng

1
2

TIP TC
Xin hi ngi quyt nh trong gia nh

S3. Xin cho bit trong vng 6 thng qua anh/ch c tham gia vo bt k cuc phng no v nghin cu th trng
trong lnh vc thc phm khng?
C

Hi 1 ngi khc trong gia nh, tr li t S2.

Khng

TIP TC

S4. xin cho bit tui ca anh/ch thuc vo nhm tui no trong s nhng nhm tui sau y?
Di 25 tui
T 25 35 tui
T 35 45 tui
T 45 55 tui

1
2
3
4

NGNG
TIP TC

74

Trn 55 tui

NGNG

CU HI CHNH
A1.Xin anh/ch cho bit:
a.

Khi ni n ni mua sm thc phm, anh/ch ngh ti ni no u tin?

b.

Cn ni no na?

c.

Nhng ni mua sm thc phm no sau y anh/ch bit?(SHOWCARD)

d.

Ni mua sm thc phm no anh/ch n trong vng 3 thng qua? (SHOWCARD)

e.

Ni mua sm thc phm no anh/ch n thng xuyn nht? (SHOWCARD)

f.

Ni mua sm thc phm no sau y anh/ch d nh s n? (SHOWCARD)

g.

Nu phi gii thiu cho ngi khc n mua sm, anh/ch d nh s gii thiu ni no? (SHOWCARD)
Ni u

Ni

Ni gi

Ni

tin

khc

Ni

Ni s

Ni s

chnh

gii

thng
(a)
1
2
3
4
5
6
7
8
9
10
11

Co.opMart
BigC
Metro
Co.op Food
Vissan
Foco shop
Maximax
Fresh Food
Siu th Si Gn
Ch
Ni khc

(b)
1
2
3
4
5
6
7
8
9
10
11

(c)
1
2
3
4
5
6
7
8
9
10
11

(d)
1
2
3
4
5
6
7
8
9
10
11

thiu
(e)
1
2
3
4
5
6
7
8
9
10
11

(f)
1
2
3
4
5
6
7
8
9
10
11

(g)
1
2
3
4
5
6
7
8
9
10
11

A2. Anh/ ch c nghe ni hay bit v khi nim ca hng thc phm?
Ri

Cha

PVV gii thiu cho p vin bit v m hnh ca hng thc phm : cc ca hng chuyn bn hng thc phm
v 1 t ha phm km theo. M hnh ca hng ging nh cc ca hng tin li hay siu th mini.
A3. Anh ch thng mua hng ti ca hng thc phm:

75

Hu nh ngy no cng mua

Khong 1 2 ngy mua 1 ln
Khong 3 -4 ngy mua 1 ln
Khong na thng mua 1 ln
Khong 1 thng mua 1 ln
Rt t khi mua ( trn 2 thng)
A4. Anh/ch vui lng cho bit mc thng mua cc mt hng sau ti ca

1
2
3
4
5
6
hng thc phm?( nu trn 10 ln

mua th anh ch mua khong bao nhiu ln cho tng mt hng)

Mc

TP

Sa/

ti

SP

sng

sa

TP

TP ch

Gia v,

Bnh

Lng

ng

bin( P

ht

mt

thc/

ung

ung

lnh

at, lp

nm

ko

LT c

xng

c cn

bn

(a)

(b)

(c)

)
(d)

(e)

(f)

(g)

(h)

(i)

Khng mua

T 1-3 ln

T 4-6 ln

T 7-10 ln

A5. Khi xem xt mua hng ti ca hng thc phm, theo anh ch:
a.

Nhng yu t no l quan trng ?(khng gii hn s lng tr li)

b.

Yu t no l quan trng nht?

c.

Anh/ ch hy chm im cho Coop Food theo cc c im trn?

Yu t

Quan trng

Quan trng
nht

Cng 1 nhn hng c nhiu sn phm phong ph

Cng 1 loi hng c nhiu la chn, d mua
Hng c o, t bn ni khc
m bo an ton v sinh thc phm
Hng c cht lng cao, c chn lc k
Hng ti sng

1
2
3
4
5
6

1
2
3
4
5
6

Chm im cho
Coop Food
1
1
1
1
1
1

2
2
2
2
2
2

3
3
3
3
3
3

4
4
4
4
4
4

5
5
5
5
5
5

76

Gi c hp l vi cht lng
Uy tn ca thng hiu
C khuyn mi hp dn
C nhiu dch v km theo ( hng dn nu n, giao hng)
Cho dng th sn phm
Ngi thn, bn b gii thiu
Chuyn bn thc phm nn rt tin li
Nhanh chng
Nhn vin vui v, tn tnh
Khng gian thong mt, sch s
C ni xe an ton, thun tin
C ni gi an ton, thun tin
Gn nh, ng i tin
A6.

7
8
9
10
11
12
13
14
15
16
17
18
19

a.

Anh/ ch bit n ca hng Coop Food nh vo ngun thng tin no?

b.

i vi bn thn anh/ ch th ngun thng tin no l ng tin cy nht?

7
8
9
10
11
12
13
14
15
16
17
18
19

Ngun thng tin

1
2
3
4
5
6

Qung co trn truyn hnh

Thng qua bo, i
Bng rn, t ri
Truyn ming
Thy ca hng
Cc hot ng gii thiu ngoi tri

1
1
1
1
1
1
1
1
1
1
1
1
1

2
2
2
2
2
2
2
2
2
2
2
2
2

3
3
3
3
3
3
3
3
3
3
3
3
3

4
4
4
4
4
4
4
4
4
4
4
4
4

5
5
5
5
5
5
5
5
5
5
5
5
5

Tin cy nht
1
2
3
4
5
6

A7. Trong cc chng trnh hot ng ca Coop Food:

a.

Anh ch c bit n:

b.

Anh ch tham gia:

c.

Anh ch thch:

T vn nu n
Khuyn mi, gim gi
Khch hng thn thit/ thnh vin
Tng qu km theo
Tch ly im i qu
Ngy khng ti Nilong
Khc:

Bit
1
2
3
4
5
6
7

Tham gia
1
2
3
4
5
6
7

Thch
1
2
3
4
5
6
7

A8. Cu no anh ch thy ng vi bn thn mnh nht:

Thch tham gia vo chng trnh khuyn mi v thch cm gic thng cuc
Quan tm ti chng trnh khuyn mi nhng ch tham gia khi thy n tht s ch li
Ni chung th khng quan tm lm n khuyn mi
Thng nghi ng cht lng v gi tr ca nhng sn phm khuyn mi.

1
2
3
4

O LNG HIU QU LOGO & SLOGAN

77

B1. Anh ch c nh LOGO ca Coop Food c mu g khng?

Xanh

Vng

v xanh

v vng

Xanh v vng

C 3 mu trn

Khc

B2. Anh ch cm thy hnh thc ca LOGO ny nh th no (SHOWCARD LOGO):

1. Mu sc hi ha hp vi CH
1. Font ch vui v, ti mi
1. Font ch d nhn
1. B cc gn gng
1. Biu tng hay, n tng
B3. Nhn vo LOGO ny, t no trong tng

2. Mu sc khng hp vi CH
3. Khng kin
2. Font ch c v k qui
3. Khng kin
2. Font ch kh nhn
3. Khng kin
2. B cc ri rm
3. Khng kin
2. Biu tng bnh thng
3. Khng kin
cp t sau y m t st nht lien tng ca bn thn anh ch v

ngha ca LOGO?
1. ng tin cy
1. Hin i
1. Lu nm
1. Thn thin, hiu khch
1. Nhanh
1. ng cp
1. Sch s, ti mi
1. Tin li

2. t tin cy
2. Bnh dn
2. Mi m
2. Lnh lng
2. Chm
2. Bnh thng
2. Khng sch lm, c k
2. t tin li

3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin

B4. Anh ch c nh cu khu hiu ca chui ca hng thc phm Coop Food l g khng?
( ghi r nhng g p vin tr li)
..
Nh ng v
Nh ng 1 phn
Khng nh ng
Khng nh c g

1
2
3
4

B5. Trong nhng cu sau y, theo anh ch u l cu khu hiu chnh xc ca chui ca hng Coop Food:
Ca hng thc phm tin li
An ton, tin li
An ton, tin li, ti ngon
Bn ca ngi ni tr
Thc phm ti ngon

1
2
3
4
5

B6. Theo anh ch, cu SLOGAN ca Coop Food nh th no:

1. n tng

2. Bnh thng

3. Khng kin

78

1. Hay
1. D nh
1. Ngn gn
1. n gin d hiu

2. Khng hay lm
2. Kh nh
2. Di dng
2. Kh hiu

3. Khng kin
3. Khng kin
3. Khng kin
3. Khng kin

Thng tin c nhn

Tn:
a ch:
in thoi lien lc:
C1. Anh ch vui lng cho bit tnh trng hn nhn:
c thn
c gia nh nhng cha c con
c gia nh v c con
Li d / li thn
Ga chng / v
C2. Xin cho bit trnh hc vn cao nht ca anh ch:

1
2
3
4
5

Cp 1 -2
Cp 3 / Trung hc chuyn nghip
Tt nghip cao ng / C hc i hc
Tt nghip i hc
Trn i hc
T chi tr li
C3. Anh ch ang lm trong nhm ngnh ngh no sau y:

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2
3
4
5
6

Ngh chuyn mn ( lut s, bc s, kin trc s)

K thut vin
Cn b nh nc trung cao cp
Cng chc, vin chc nh nc
Cng an, b i
Ch doanh nghip, gim c doanh nghip, trng phng cng ty ln
Qun l/ qun c/ gim st
Nhn vin vn phng
Cng nhn lnh ngh lm vic trong nh my, xng sn xut
Lao ng lnh ngh ( th may, th tc, trang im)
Lao ng n gin, lao ng ph thng
Bun bn/ kinh doanh nh
Bun bn lt vt
Sinh vin/ hc sinh
Ni tr ( nu n chnh trong gia nh)
Ngh hu, ln tui khng lm g
Khc: .

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3
4
5
6
7
8
9
10
11
12
13
14
15
16

C4.Anh ch vui lng cho bit thu nhp trung bnh mi thng ca bn thn anh ch khong bao nhiu?
C5.Anh ch vui lng cho bit thu nhp trung bnh mi thng ca c gia nh anh ch khong bao nhiu?

79

Di 2 triu VND
2 triu 4 triu
4 triu 6 triu
6 triu 10 triu
10 triu 15 triu
15 triu 20 triu
Trn 20 triu

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2
3
4
5
6
7

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2
3
4
5
6
7

80