B GIO DC O TO I HC NNG LM TP.

H CH MINH

NGHIN CU HNH VI NGI TIU DNG V NC UNG TINH KHIT TI THNH PH H CH MINH

TI THC TP TNG HP NGNH QUN TR KINH DOANH

Thng 1/ 2010

LI CM T

Li u tin nhm chng em xin cm n tt c thy c, c bit l qu thy c khoa Kinh T truyn t rt nhiu kin thc c bn v chuyn ngnh cng nh nhng kinh nghim sng. Nhng iu ny s l nhng vin gch nn tng gip cho chng em xy dng con ng i ti tng lai. Chng em xin by t lng bit n su sc nht n c Nguyn Th Bch Phng v c Nguyn Th Bnh Minh nhit tnh hng dn cho chng em trong qu trnh hc tp v hon thnh ti thc tp tng hp,cng s gip thit thc ca nh trng to iu kin cho chng em hon thnh ti Chng ti xin chn cm n nhng ngi tiu dng tn tnh gip , v to iu kin thun li cho chng ti c c nhng thng tin chnh xc v thit thc nht. Xin cm n tt c nhng thnh vin trong nhm cng chia s nhng kh khn, vt v trong sut qu trnh hon thnh ti ca nhm. Cui cng, Chng em xin chc ton th qu thy c i Hc Nng Lm lun di do sc khe v gt hi c nhiu thnh cng trong s nghip gio dc v hot ng nghin cu ca mnh. Chn thnh cm n. TP.HCM, 29/01/2010 Tp th sinh vin

DANH MC CC CH VIT TT
SP NTK NTD Sn phm Nc tinh khit Ngi tiu dng

DANH MC CC HNH
Hnh 3.1 NTD S Dng Hng Ha Hay Thot Khi N Nh Th No Hnh 4.1: Biu V i Tng S Dng SP Hnh 4.2: L Do NTD Chn Mua Nhng a im c Chn. Hnh 4.3: Nhng Dp NTD Thng Mua SP. Hnh 4.4: L Do NTD S Dng NTK. Hnh 4.5: Tui Ca NTD Trong Tng Mu iu Tra Hnh 4.6: Trnh Chuyn Mn Ca NTD Hnh 4.7: Ngh Nghip Ca NTD Hnh 4.8 : Thu Nhp Ca NTD Hnh 4.9: a im NTD Nhn Thng Tin V SP Hnh 4.10: nh Gi Thng Tin Trn Th Trng Hin Nay Ca NTD Hnh 4.11: Nhng Tiu Ch NTD La Chn Khi Mua NTK. Hnh 4.12: L Do NTD S Dng NTK. Hnh 4.13: iu Hi Lng Nht Ca NTD Sau Khi S Dng SP. Hnh 4.14: Cc Quyt inh Ca NTD Khi C Thng Tin Khng Tt V SP Hnh 4.15: nh Gi Ca NTD V Chng Loi SP Trn Th Trng Hnh 4.16: nh Gi Ca NTD V Kiu Dng SP Hnh 4.17: nh Gi Ca NTD V Gi C Ca SP Hnh 4.18: nh Gi Ca NTD V Cht Lng Ca SP Hnh 4.19 Nguyn Nhn Khng S Dng NTK Hnh 4.20 nh Gi Ca Ngi Khng Tiu Dng SP V Chng Loi Ca SP

Trang 25 41 42 43 44 45 45 46 47 50 51 52 53 54 54 55 56 57 57 59 61

Hnh 4.21 nh Gi Ca Ngi Khng Tiu Dng SP V Cht Lng Ca SP Hnh 4.22 nh Gi Ca Ngi Khng Tiu Dng SP V Thng Tin Ca SP Hnh 4.23 nh Gi Ca Ngi Khng Tiu Dng SP V Kiu Dng Ca SP Hnh 4.24 Mc Tin Tng Ca NTD Vo Cht Lng SP. Hnh 4.25 D nh Ca NTD V Vic S Dng SP Hnh 4.26 nh Gi Chung Mc Tha Mn Ca NTD i Vi SP

61 62 63 63 64 65

DANH MC CC BNG
Bng 4.1: S Lng NTD C V Khng C S Dng SP NTK. Bng 4.2: Bng K V i Tng S Dng V Loi SP Thng Dng. Bng 4.3: Bng K V i Tng S Dng V Loi Dung Tch SP Thng Dng Bng 4.4: a im NTD Thng Mua SP. Bng 4.5: Mi Quan H Gia Trnh Chuyn Mn V Thu Nhp NTD Bng 4.6: Mc S Dng SP V Hon Cnh Mua SP Ca NTD Bng 4.7 Cc Chng Loi SP NTD Thng S Dng Bng 4.8 Cc Loi SP NTD S Dng Thay Th Cho NTK

Trang 38 39 40 41 48 49 58 60

CHNG I M U
1.1.t vn Sau khi Vit Nam gia nhp WTO, nn kinh t ca t nc ang ngy cng pht trin v i ln. Chnh iu ny gp phn ng k gia tng thu nhp ca ngi dn, nng cao i sng ca h. Mc sng c nng ln ko theo vic con ngi t ch c n no mc m chuyn sang nhu cu c n ngon mc p. V c bit h ch trng hn n vn sc khe ca bn thn cng nh ca gia nh. iu ny c th hin r nt trong vic con ngi ngy cng quan tm n vn an ton v sinh thc phm vi phng chm n sch ung sch. H la chn cho mnh nhng loi thc phm m bo cht lng, an ton v tt cho sc khe. Bn cnh nhu cu v nc sch cng l vn c t ln hng u, bi v trng lng ca c th con ngi l nc. V th con ngi c th nhn n trong mt thi gian nht nh nhng khng th nhn kht. Chnh v nhng l m cc m bo tt cho sc khe cc khi nim v nc sch, nc khong, nc tinh khit ngy cng c quan tm su sc. V vy t lu nc tinh khit ng chai (hay ng bnh) ngy cng tr nn ph bin trong i sng sinh hot ca nhiu gia nh, c quan, trng hc. Vic s dng nc tinh khit ng bnh khin nhiu ngi qun i khi nim ung nc un si. Bi v n va tin li, m bo an ton v sinh, m gi c li ph hp. S tin dng ca nc ng chai khin cho c bnh nhn ngho trong bnh vin cng sn sng s dng. Hin nc ung ng chai, ng bnh tr thnh hng ho thit yu v c s dng ph bin ti cc c quan, trng hc, bnh vin, ni cng cng v gia nh. Thy c nhng nhu cu thit yu , s lng cc c s sn xut, kinh doanh nc ung tinh khit ng chai gia tng rt nhanh v c quy m v cng sut. S liu thng k cho thy, hin c nc c hng nghn c s sn xut, hng trm nghn c

s kinh doanh mt hng ny, nhng ch yu l c s sn xut quy m va v nh, hnh thc phn phi l qua i l v bn l ti gia nh. Chnh iu ny lm ny sinh vn v cht lng, v sinh an ton i vi cc SP nc ung ng chai, ng bnh. Bn cnh theo gii chuyn mn SP nc ung ng chai l mt hng rt d sn xut, t nguyn liu nc ch qua x l, ng chai l thnh thanh phm, va d sn xut va em li li nhun cao. Chnh v nhng l , hin nay c rt nhiu c s t lm theo kiu m n lin, bt chp sc kho NTD min sao thu li khon li nhun tht ln. Mt thc trng ang hin nhin tn ti to ra mi trng cnh tranh khng lnh mnh l nhiu ni khng chu u t thit b, v sinh nh xng nhng li tp trung khuch trng nhn hiu bng phng php tip th, qung co rm r la di NTD. Th nhng, NTD rt kh nhn bit. Mt khc khi t mua nc ung ng chai hu nh cc khch hng, thm ch cc c quan, t chc vn cha ch n nhn mc, tn tui cng nh thng hiu ca cc hng sn xut nc. Nm bt c yu t tm l ny, cc c s sn xut nc nh l a ra nhng tn gi na n vi nhng SP c uy tn, gy nhm ln cho NTD. y chnh l iu rt ng lo ngi v vn m bo v sinh v an ton cho sc khe. Trc tnh hnh , NTD tht s lo lng, hoang mang, cc cu hi lun thng trc trong u "Ung nc no?"; Cch no tm cho mnh mt thng hiu nc ung c cc c quan chc nng khng nh l t yu cu v v sinh an ton thc phm?. Vn t ra, NTD s a ra quyt nh la chn SP nc ung ng chai nh th no m bo v sinh v an ton cho sc khe trc thc trng th trng nc ung ng chai ang din ra phc tp nh th. V cc nhn t no nh hng n quyt nh ca h. Bn cnh , mc tha mn ca NTD i vi SP nc ung ng chai m h ang s dng nh th no? Cng nh th trng nc ung ng chai m cc nh sn xut cung cp c a dng h c th la chn cho mnh v gia nh mt nhn hiu c cht lng v p ng c nhu cu ca h hay khng?

Thy c s cn thit ca vn , v c s cho php ca gio vin hng dn, chng ti tin hnh nghin cu ti: NGHIN CU HNH VI TIU DNG V NC UNG NG CHAI TI THNH PH H CH MINH. Trong qu trnh nghin cu ti do thi gian v iu kin c hn, ti khng trnh khi nhng thiu st v hn ch. Chng ti rt mong nhn c s ng gp kin ca qu thy c, v cc bn ti hon thin hn. 1.2. Mc tiu nghin cu v ngha ca ti 1.2.1. Mc tiu nghin cu 1.2.1.1. Mc tiu chung o lng s tha mn ca NTD ti TP HCM i vi cc loi nc ung tinh khit ng chai trn th trng 1.2.1.2. Mc tiu c th Xc nh cc nhn t nh hng n hnh vi ca khch hng i vi nc ung ng chai. nh gi mc tha mn ca NTD (tp trung vo NTD l c nhn v h gia nh) i vi cht lng SP nc ung tinh khit ng chai trn th trng TP HCM. xut mt s gii php nng cao cht lng SP trong thi gian ti. 1.2.2. ngha thc tin ca ti ti nh gi mc tho mn ca NTD i vi cc SP nc ung ng chai ti TP HCM gip cc doanh nghip nhn bit c cc yu t quan trng tc ng n s tha mn v mc tha mn ca NTD ti TP HCM i vi cc SP nc ung tinh khit ng chai. T cc doanh ngip c th ra bin php thch hp nhm tng s tha mn NTD, nng cao u th cnh tranh v thu ht khch hng tham gia s dng SP ca doanh nghip. V pha khch hng , h c th by t nhng suy ngh, nhn nh, mong mun, nhu cu ca mnh c th c phc v tt hn.

1.3. Phm vi nghin cu ca kho lun 1.3.1. Phm vi ni dung thc hin Kho st thc t ti a bn v s mong i cng nh mc tha mn ca khch hng v cc SP nc ung tinh khit ti TP HCM. M hnh nghin cu ca ti da trn mc ch kho st s tha mn ca khch hng. Trong nghin cu ny tc gi ch nghin cu s nh hng ca cht lng an ton v sinh thc phm v gi nh hng n s tha mn ca NTD. 1.3.2. Phm vi thi gian ti c thc hin ti thnh ph H Ch Minh trong thng 01/ 2010 1.3.3. Phm vi khng gian ti tp trung nghin cu phng vn NTD v SP nc ung tinh khit thnh ph H Ch Minh. Vi mt dn s trn 7 triu dn nn ti tp trung iu tra ti mt s qun, khu vc ni thnh c mt dn s cao nh : Q.1,Q.3,Q.5,Q.10.

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CHNG II TNG QUAN

2.1. Tng quan ti liu nghin cu: Da trn c s thu thp d liu t th trng nc ung ng chai qua phn tch v a ra kt qu. 2.2. Tng quan v i tng nghin cu Vn ha tiu dng ca NTD Si Gn ni ring cng nh ngi Vit Nam ni chung, c 3 c im c bn: Tiu dng da trn Gi tr - Tiu dng Thng minh - Tiu dng c Trch nhim NTD Si Gn vi thu nhp kh cao la chn nhng SP c cht lng tt hn, tiu ch hng u h la chn SP khng cn l r na m phi cht lng.Qu trnh la chn SP ca NTD TP.HCM cng thay nhiu trong thi i bng n thng tin, cc SP c cung cp y thng tin gip NTD la chn c nhng SP tt nht cho mnh.Cc yu t x hi cng nh hng n la chn tiu dng, nhng SP c li cho cng ng, cho mi trng s c u tin. Ngi ta c th thy r mc tiu xi ca ngi Si Gn bng cch n gin nht l m s lng cc siu th, trung tm thng mi ang v sp hin din TP ny. TPHCM hin ng u c nc v mt siu th v cc trung tm mua sm xut hin dy c t mt hng thi trang n kim kh in-my. Ring s lng cc shop, ca hng th m khng xu. NTD Si Gn c thi quen thay i theo xu th, d chp nhn ci mi ch khng gn b lu di vi mt nhn hiu hoc dng SP c nh Ngi Si Gn c mua nhiu mn v gi tr mi mn hng mc trung bnh nhng h li mua nhiu ln v h thch s mi m.

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Nhiu doanh nghip nhn xt chung rng: NTD TPHCM cc k nhy cm v rt thch cc chng trnh khuyn mi i vi gii tr Si Gn, i mua sm l mt th vui. Trung bnh 1-2 tun, h li i do tm kim mt hng v mua. Vi h, thch th mua, t ngh n vn t, r C im khc bit trong thi quen mua sm ca nhng ngi di 35 tui l mua nhng loi hng gi khng qu t, mi ln mua khng nhiu, ch vi mn nhng li mua thng xuyn, nn nu tnh theo tng s tin chi th NTD tr mi l khch sp. 2.3. Tng quan v th trng thnh ph H Ch Minh Thnh ph H Ch Minh bao gm 19 qun v 5 huyn, tng din tch 2.095,01 km. Gi vai tr quan trng trong nn kinh t Vit Nam, Thnh ph chim 0,6% din tch v 7,5% dn s ca Vit Nam nhng chim 20,2 % tng SP v 27,9 % gi tr sn xut cng nghip ca c quc gia. Nh iu kin t nhin thun li, Thnh ph H Ch Minh tr thnh mt u mi giao thng quan trng ca Vit Nam v ng Nam , bao gm c ng b, ng st, ng thy v ng khng. Vo nm 2007, thnh ph n khong 3 triu khch du lch quc t, tc 70 % lng khch vo Vit Nam. Cc lnh vc gio dc, truyn thng, th thao, gii tr, Thnh ph H Ch Minh u gi vai tr quan trng bc nht. Nn kinh t ca Thnh ph H Ch Minh a dng v lnh vc, t khai thc m, thy sn, nng nghip, cng nghip ch bin, xy dng n du lch, ti chnh... C cu kinh t ca thnh ph, khu vc nh nc chim 33,3%, ngoi quc doanh chim 44,6%, phn cn li l khu vc c vn u t nc ngoi. V cc ngnh kinh t, dch v chim t trng cao nht: 51,1%. Phn cn li, cng nghip v xy dng chim 47,7%, nng nghip, lm nghip v thy sn ch chim 1,2%. GDP ca thnh ph trong nm 2009 c t 339.917 t ng, tng 8% so vi nm 2008. Tng mc doanh thu bn l hng ho v dch v c t 276.689 t ng, tng 18,9%. Tng kim ngch xut nhp khu c t 32,162 t USD.Thu nhp bnh qun u ngi thnh ph t 2.100 USD/nm,(2007)

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Dn c Theo kt qu i s iu tra dn s Thnh ph H Ch Minh c dn s 7.123.340 ngi, gm 1.812.086 h dn, bnh qun 3,93 ngi/h. Phn theo gii tnh: Nam c 3.425.925 ngi chim 48,1%, n c 3.697.415 ngi chim 51,9% . Dn s thnh ph tng nhanh, tc tng 3,53%/nm, chim 22% s dn tng thm ca c nc trong vng 10 nm. Qun Bnh Tn c dn s ln nht vi 572.796 ngi.huyn Cn Gi c dn s thp nht vi 68.213 ngi.. Theo s liu thng k nm 2004, Thnh ph H Ch Minh cng c gn mt phn nm l dn nhp c t cc tnh khc. S phn b dn c Thnh ph H Ch Minh khng ng u, ngay c cc qun ni . Trong khi cc qun 3, 4, 5 hay 10, 11 c mt ln ti trn 40.000 ngi/km th cc qun 2, 9, 12 ch khong 2.000 ti 6.000 ngi/km. cc huyn ngoi thnh, mt dn s rt thp, nh Cn Gi ch c 96 ngi/km. V mc gia tng dn s, trong khi t l tng t nhin 1,07% th t l tng c hc ln ti 1,9%. Mc d Thnh ph H Ch Minh c thu nhp bnh qun u ngi rt cao so vi mc bnh qun ca c Vit Nam, nhng khong cch giu ngho ngy rt ln do nhng tc ng ca nn kinh t th trng. Nhng ngi hot ng trong lnh vc thng mi cao hn nhiu so vi ngnh sn xut. S khc bit x hi vn cn th hin r gia cc qun ni so vi cc huyn ngoi thnh. 2.4. Tng quan v SP Cc sn phm nc ung ng chai thng dng: 2.4.1. SP ng chai nh (500ml- 1.5l) Dng cho c nhn Cc SP nc ung ng chai nh c phn phi rng khp cc ca hng bn l siu th ch tp ha v qun c ph ch yu p ng nhu cu

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gii kht hng ngy. Cc SP ny va tin li v gi c phi chng . p ng c nhu cu ca a s cc bn tr, cng nhn vin chc Cc chng loi SP thng dng trn th trng nh: lavie, aquafina, joy, vina . 2.4.2. SP ng chai ln (19l-24l) Dng cho tp th v h gia nh L loi SP c tiu th mnh nht v c tc tng trng nhanh nht trn th trng v kh nng p ng nhu cu cho h gia nh v trong mi trng tp th, vi gi c r v c phn phi rng ri trn th trng cc dng SP ny c tiu th mnh m v l mt phn khc th trng bo b cho cc cng ty v c s sn xut nh l khai thc. a s cc SP dng ny u do cc c s sn xut nh l, h gia nh sn xut khng c thng hiu uy tn trn th trng v khng r cht lng tuy nhin do nhu cu v s tin li ca dng SP ny n vn c tiu th mnh c bit cc tp trung nhiu cc i tng c thu nhp thp nh cng nhn, sinh vin cc khu cng nghip khu ch xut cng ty x nghip..

CHNG 3 C S L LUN V PHNG PHP NGHIN CU

3.1. C s l lun 3.1.1. Th trng 3.1.1.1.Khi nim th trng

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Theo quan im ca nh tip th, th trng l tp hp nhng ngi ang mua v ang c nhu cu mua mt mt hng no .Nh vy c th ni ra i v pht trin cng vi s ra i v pht trin ca nn sn xut v lu thng hng ha. C 3 iu kin chnh hnh thnh th trng: - C SP m th trng cn - Khch hng c nhu cu - Khch hng c kh nng tha mn nhu cu . 3.1.1.2.Phn loi th trng Cn c theo mi quan h khng gian, a l,ngi ta chia th trng thnh: Th trng trong nc v th trng quc t Th trng a phng v th trng ton quc. Th trng min Bc, min Trung v min Nam. Th trng nng thn v thnh th. Cn c theo i tng mua bn Cn c theo mt hng mua bn: gm c th trng kim loi, nng sn thc phm,du lch, cao su, tin t chng khon Cn c theo kh nng thanh ton: th trng tng lai v th trng hin ti. Cn c theo c im s lng Ngun tham gia : Mt Mt s Nhiu

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Phn chim c : Ln Trung bnh (th phn)

Nh

Ngun : ThS Trn nh L , 2007 3.1.1.3.Vai tr v chc nng ca th trng Vai tr th trng Th trng c vai tr v cng quan trng trong nn kinh t ca hu ht cc quc gia.S bin ng ca gi c hng ha, cc t liu sn xut, nguyn vt liu, trn th trng u xut pht t vic m bo sn xut ng hng ha hoc dch v m x hi c nhu cu.y cng l ni doanh nghip nhn bit nhu cu x hi v th mnh cnh tranh ca doanh nghip mnh, t c th a ra chin lc kinh doanh ph hp vi nhu cu th trng v s pht trin ca doanh nghip. Nhng chc nng c bn ca th trng: Chc nng tha nhn: C tha nhn cng dng x hi ca SP v chi ph loa ng sn xut ra SP mi c th xc nh mc gi tr hng ha c thc hin. Chc nng thc hin: l khi ngi sn xut em hng ha ra th trng bn, trao i cho ngi khc. Chc nng iu tit: n by kch thch gim chi ph s dn n hn ch sn xut v tiu dng. Chc nng cung cp thng tin: y l chc nng quan trng nht ca th trng. Th trng ch r nhng bin ng v nhu cu x hi, s lng gi c, xu hng thay i nhu cu ca cc loi hng ha, dch v.Nhng thng tin ny gip nh SX hng ha iu chnh vic sn xut cho ph hp quan h cung cu v th hiu NTD. 3.1.1.4. Phn khc th trng

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Phn khc th trng l s phn chia th trng thnh nhng b phn theo tng nhm khch hng c th tng i ng nht trn c s nhng khc bit v khu vc, n v hnh chnh, c im tm sinh l hoc theo li ch Nh vy, nh c phn khc th trng m nh SX c th tha mn ti a nhu cu tng nhm khch hng tng i ng nht trn cng mt th trng. c c s phn khc th trng chnh xc v hiu qu , ta cn m bo cc yu cu sau: Tnh o lng Tnh tip cn Tnh hp dn Tnh hnh ng 3.1.2. Nghin cu th trng 3.1.2.1. Khi nim Nghin cu th trng l qu trnh thu thp v x l d liu th trng cung cp thng tin h tr cho qua trnh ra quyt nh lin quan n hot ng Marketing, thng tin c s dng : Nhn dng, xc nh cc c hi v vn MKT Thit lp, iu chnh v nh gi cc hot ng MKT Theo di vic thc hin MKT Pht trin nhn thc v MKT. Thng tin th trng gm 2 loi: Thng tin th cp: thng tin c sn trong cc bo co ti chnh, bng tng kt cui nm,. c thu thp phc v cho mt mc ch khc.

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 Thng tin s cp: thu thp qua hnh thc hi nhiu ngi, tng hp kin v a ra kt qu chung nht. 3.1.2.2. Quy trnh nghin cu th trng C 6 bc thc hin nghin cu th trng hon chnh: Bc 1: Xc nh mc tiu nghin cu: xc nh mc tiu nghin cu cn lm r vn MKT ca doanh nghip v vn nghin cu.Ta cn phi xc nh : Ta d nh lm g? Ta ang cn nhc nhng quyt nh no? Nhng tr ngi no nh hng n quyt nh ? Bc 2: Xc nh thng tin cn thu thp Cn thu thp nhng thng tin tht s cn thit cho qu trnh ra quyt nh. Bc 3: Thit k nghin cu Ty vo quy m ln hay nh, nhu cu ca doanh nghip m ngi thit k nghin cu a ra nhng phng php thit k khc nhau. Bc 4: Thu thp d liu Vic la chn pp thu thp d liu cn c vo cc tiu ch sau Ngn sch dnh cho nghin cu Thi gian S lng thng tin cn thu thp Yu cu v cht lng ca thng tin cn thu thp

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 Tnh cht ca thng tin c im mu chn. Bc 5: X l d liu v phn tch thng tin. Bc 6: Trnh by kt qu Kt qu nghin cu cn trnh by y theo cc ni dung chnh nh: phn gii thiu, phn ni dung chnh, phn kt lun v phn ph lc. 3.1.3. Nhu cu 3.1.3.1.Nhu cu NTD Theo Philip Kotler th Nhu cu l cm gic thiu ht mt ci g m con ngi cm nhn c.Nhu cu ca con ngi l rt a dng v phc tp.Ta cn phi tin hnh phn t, nhm nh: Nhu cu thit yu nhu cu cn li Nhu cu bt buc Nhu cu mong mun Nhu cu c kh nng thanh tan - khng c kh nng thanh tan Nhu cu n, , i li, vn ha, th thao, gii tr

3.1.3.2. Nhu cu th trng Tng nhu cu th trng i vi mt SP l tng khi lng s c mua bi mt loi khch hang nht nh, ti mt khu vc a l nht nh, trong mt thi gian nht nh, mt hon cnh tip th nht nh di mt mc phi hp nht nh cc n lc ca ngnh . Q=n*p*q Q: tng cu th trng

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n: s lng ngi mua trong th trng p: gi ca mt n v SP q: s lng m mt khch hang mua trung bnh / n v thi gian 3.1.4. Nghin cu hnh vi NTD 3.1.4.1. ngha ca vic nghin cu hnh vi NTD Mc ch ca Marketing l p ng tho mn nhng nhu cu v mong mun ca nhng khch hang mc tiu. Tuy nhin, vic c th hiu c khch hang khng phi l n gin. khch hang c th ni ra nhng nhu cu v mng mun ca mnh, nhng khi lm li theo mt cch khc. H c th khng nm c ng c su xa ca chnh mnh v ch bit p ng nhng tc ng lm thay i suy ngh ca h vo giy pht cui cng. V vy vic nghin cu hnh vi ngi tiu dung c vai tr rt quan trng. n s gi pht trin SP mi, tnh nng ca SP, xc nh gi c, cc knh, ni dung thng tin v nhng yu t khc ra chin lc Marketing hp l, chnh xc v c hiu qu gip doanh nghip pht trin. 3.1.4.2. M hnh hnh vi NTD i vi nhng ca hng, cng ty c quy m va v nh, ngi ta c th hiu khch hng ca h thng qua nhng kinh nghim bn hng hng ngy. Tuy nhin , i vi nhng cng ty c quy m v th trng cng ln, s tip xc vi nhu cu khch hng ca nh qun tr khng cn na. v vy, vic p dng m hnh hnh vi ngi mua hng s gip cng ty hiu c iu g xy ra trong thc ca ngi mua gia lc cc tc nhn bn ngoi tc ng v lc quyt nh mua. Ch yu c hai cu hi ln m nh qun tr cn tp trung: Nhng c im ca ngi mua, vn ho, x hi, c nhn v tm l, nh hng nh th no n hnh vi mua sm? Ngi mua thng qua quyt nh mua sm nh th no?

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Cc nhn

tc Cc tc nhn khc Kinh t Cng ngh Chnh tr

c im ngi mua Vn ho X hi C tnh Tm l

Qu trnh quyt nh mua ca ngi

Marketing SP Gi a im Khuyn mi

Nhn thc vn Tm kim thng tin nh gi Quyt nh Hnh vi mua sm Quyt nh ca

ngi mua Yu t x hi La chn SP - Cc nhm tham La chn kho hiu nhn

Vn ho Yu t vn ho - Nn vn ho - Nhnh vn ho

- Gia nh La chn i l - a v x hi - mua 3.1.4.3. Nhng yu t nh hng n hnh vi ca ngi Vai tr v a v nh thi gian mua hng nh s lng mua Ngi mua NTD khng thng qua quyt nh ca mnh m khng chu nh Yu t c nhn hng bi bt k tc ng bn ngoi no. Cc yu t vn ho, x hi, c nhn v tm l tc Yu t tm l ng rt mnh m nTui tc & giai hng ca h. V vy d chng khng chu kim sot quyt nh mua ng c t pha cc nh hot on th trng nhng nht thit phi ch- n chng. ng ca chu trnh i sng gia nh - Ngh nghip - Tnh trng kinh t - Kiu nhn cch v quan nim v bn thn. 21 - Nhn thc - Tri thc - Nim tin v thi

 Yu t vn ho L nhng yu t c nh hng su rng nht n hnh vi ngi tiu dung, chng bao gm: Nn vn ho L yu t quyt nh c bn nht nhng mong mun v hnh vi ca mt ngi. n l s tch lu, lnh hi nhng gi tr, nhn thc, s thch, hnh vi thng qua gia nh v nhng nh ch x hi khc nhau trong nn vn ho m ngi ang sng.

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Nhnh vn ho L nhng phn nh hn ca mt nn vn ho to nn nhng c im c th v mc ho nhp cho thnh vin ca n. Chng bao gm: cc dn tc, tn gio, cc nhm chng tc v cc vng a l. Nhiu nhm vn ho s to nn phn khc th trng quan trng, l nhng th trng m ngi lm cng tc Marketing lun ch trng ki pht trin SP.

a v x hi Hu nh trong mi x hi u tn ti nhng giai tng x hi khc nhau. Giai tng x hi chnh l nhng nhm tng i n nh trong khun kh x hi, c sp xp th t ng cp v c c trng bi nhng quan im gi tr, li ichsvaf hnh vi o c ging nhau cc thnh vin. Chnh nhng c im ny s to nhng SP c tnh nng v phm cht ph hp vi mi giai tng khc nhau. Yu t x hi Hnh vi ca ngi tiu dung cng chu nh hng ca nhng yu t x hi nh cc nhm tham kho, gia nh, vai tr v a v x hi. Nhm tham kho Bao gm nhng nhm c nh hng trc tip hay gin tip n thi hay hnh vi ca ngi trong nhm, nh nhm thnh vin gm nhng ngi tham gia v tc ng qua li ln nhau, nhm s cp tp hp nhng ngi c quan h giao tip thng xuyn, nhm th cp khng i hi ngi tham gia chnh thc tham gia v t quan h giao tip thng xuyn, Nhim v ca nhng ngi lm Marketing l c gng nhn din nhng nhm tham kho ca khch hng mc tiu ca mnh, v y l nhng nhm c kh nng nh hng n thi v s t nim ca mt ngi, to nhng p lc buc phi tun theo nhng chun mc chung, v do c th tc doongk n cch la chn SP v nhn hiu trong thc t ca ngi . Cc nhm tham kho nh hng t nht theo ba bc sau: th nht l c nhn ng chm vi nhng biu hin hnh vi v li sng mi. th hai l nhm tc ng n thi ca c

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nhn v quan nim ca n v bn thn mnh. V cui cng l nhm thc p c nhn ng thun, dn n vic c nhn la chn hng ho v nhn hiu c th. nh hng ca nhm s mnh hn khi hng ho c mua chu s nh hng bi nhm tham khaormaf ngi mua knh trng. v vy tp th cng on kt, qu trnh thng tin trong tp th cng hiu qu v c nhn ng cao tp th th nh hng ca tp th n s hnh thnh nhng nim ca c nhn v nhng u im ca hng ho v nhn hiu s cng ln. Gia nh Cc thnh vin trong gia nh c th nh hng mnh m n hnh vi ngi mua nh: cha m, ng b, anh ch, Ngay khi ngi mua khng cn tc ng qua li cht ch vi cc thnh vin trong gia nh th nh hng ca nhng ngi trong gia nh i vi hnh vi khng thc ca ngi vn rt ng k. c bit nhng nc sng theo kiu gia nh i ng ng th nh hng c th coi l c tnh cht quyt nh. Trong gia nh nh ch c v chng v con ci th mc nh hng n chi tiu nhng SP hng ngy cao hn. Mi thnh vin trong gia nh u c th l ngi quyt nh mua hng hoc cho kin tham kho. tu gi tr mt hng cao hay thp m s ngi tham gia kin t l thun theo chiu nhiu hay t. V vy, nh nghin cu th trng cn tm hiu mc nh hng ca tng thnh vin trong gia nh i vi loi mt hng c th , c c chin lc Marketing hp l v hiu qu nht cho SP ca mnh. Vai tr v a v x hi Trong cuc sng mt con ngi thng tham gia vo rt nhiu nhm gia nh, cc t chc, cu lc b, V tr ca ngi trong mi nhm c th xc nh thng qua vai tr v a v ca h. Nu nh vai tr ca mi ngi nh hng n hnh vi mua sm ca h, th vic h la chon SP no cng th hin vai tr v a v ca h trong x hi. Nhng ngi lm marketing nu bit r v vn dng c nhu cu th hin vai tr v a v x hi ca phn khc th trng mnh hng n s t c s thnh cng. Yu t c nhn

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 Tui tc v giai on ca chu trnh i sng gia nh Theo nhng chuyn gia kinh t, chu trnh i sng ca con ngi cng l mt tc nhn quan trng nh hng n hnh vi mua sm ca h. Gm 9 chu trnh i sng sau y: Giai on c thn, giai on mi ci, t m ng I, t m ng II, t m ng III, t m vng v I, t m vng v II, sng mt mnh nhng vn lm vic, sng mt mnh ngh hu. Ty thuc mi giai on c cc hnh vi mua sm tng ng khc nhau m nh lm marketing phi nm r c s iu tit hp l chin lc marketing ca mnh. Ngh nghip: Ngh nghip ca mi ngi cng nh hng n cch thc mua hng ca h. V d nhng ngi c thu nhp cao h s i hi mt SP c cht lng v mu m khc vi nhng ngi c thu nhp thp. V vy, nh lm marketing ca cng ty cn c gng xc nh cc phn khc th trng tng ng vi mi tng lp khc nhau. Tnh trng kinh t ca mt ngi Gm thu nhp c th chi ti c ca h, tin tit kim v ti sn, n, kh nng vay mn, thi i vi vic chi ti v tit kim ca h. V vy, nu lm trong nhng hng ha sn xut nhy cm, ngi lm marketing phi thng xuyn theo di xu hng trong thu nhp c nhn, s tin tit kim v li sut, c th tin hnh nhng bin php thit k li, xc nh v tr v nh gi li SP ca mnh khi c du hiu suy thoi kinh t xy ra, tip tc m bo cc gi tr dnh cho cc khch hng mc tiu. Kiu nhn cch v nim v bn thn Mi ngi u c kiu nhn cch ht sc c th, c nh hng n hnh vi mua ca ngi , chnh l c im tm l khc bit ca mi ngi, dn n nhng phn ng tng i nht qun v lu bn. Nhn cch mt ngi thng c m t bng nhng nt nh sau t tin, c uy lc, tnh c lp, long tn trng, tnh chan ha, tnh kn o v tnh d thch nghi. N c th l mt bin hu ch trong phn tch hnh vi ngi tiu dung, v ta c

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th d dng phn loi khch hng mc tiu ca mnh t la chn SP v nhn hiu ph hp. i i vi khi nim nhn cch l nim ca bn than. iu c ngha l hnh nh v phong cch ca SP oc mua phau tng xng vi hnh nh ca bn than ngi mua. Tuy nhin khi nim ny khng c r rang lm, nn n thng c c s thnh cng khi kt hp vi l thuyt khc trong vic d on phn ng ca NTD vi SP hng ha . Yu t tm l. Vic la chn mua sm ca 1 ngi cn chu nh hng ca 4 yu t tm l l: ng c, nhn thc, tri thc, nim tin v thi .

ng c

Ti bt k mt thi im nht nh no con ngi cng c nhiu nhu cu. Mt s nhu cu c ngun gc sinh hc nh s cng thng v sinh l, i, kht, kh chu. Mt s khc c ngun gc tm l nh nhu cu c tha nhn, c knh trng hay gn gi v tinh thn. Hu ht nhu cu c ngun gc tm l c th thc y con ngi hnh ng ngay khi n mnh. V vy, mt ng c chnh l mt nhu cu c sc mnh thi thc ngi ta hnh ng. Vic tha mn nhu cu s lm gim bt cng thng.

Nhn thc

Mt ngi c ng c lm vic s thc y h lun sn sang lm vic. Vn l ngi s hnh ng nh th no trong thc t cn chu nh hng t s nhn thc ca ngi v tnh hung lc . Vy iu ny dn n c nhiu tnh hung khc nhau v mt tnh hung nh vy? Vn cch chng ta nm bt s vt l tc nhn thng qua 5 gic quan: th gic, thnh gic, khu gic, xc gic v v gic, nhng mi ngi li suy xt, t chc v gii thch thng tin cm gic theo cch ring ca mnh. S nhn thc khc nhau bi n tri qua 3 qu trnh: s quan tm c chn lc, s bp mo c chn la, v s ghi nh c chn lc.

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S quan tm c chn lc: Phn ln nhng kch thch hng ngy khng quan trng s b sang lc i. Nhng nhn t kch thch m h thng ch trng l: nhn t kch thch c lin quan n nhu cu hin c, nhn t kch thch m h ang mong i v nhng nhn t kch thch c im khc bit hn vi nhng tc nhn thng thng. V vy, c c s quan tm c chn lc ca NTD, nh marketing phi c gng ht sc thu ht s ch ca NTD. S bp mo c chn lc: ngay khi ch nhng u im ca SP, NTD cng c th khng nht thit tip nhn ng d kin. H thng c g p thng tin nhn c vo khun kh ca mnh. H c khuynh hng gii thch thng tin theo hng ng h ch khng phi thch thc vi nhng quan nim sn c. S ghi nh c chn lc: Ngi ta c khuynh hng qun i nhiu ci m h hc c v gi li nhng thng tin ng h thi v nim tin ca mnh, t qun i nhng u im khng ng h thi v nim tin ca h. S tn ti 3 c im ny tnh chn lc ca tri gic, s bp mo v s ghi nh, l mt qa trnh nh hot ng th trng cn n lc rt nhiu a thng bo ca mnh tip cn v ghi nh c vi NTD.

Tri thc

Khi ngi ta hnh ng cng l h ng thi lnh hi c tri thc, tri thc m t nhng thay i trong hnh vi ca c th bt ngun t kinh nghim ca bn than, thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm gng, nhng phn ng p li v cng c. L thuyt v tri thc dy cho nhng ngi lm marketing rng h c th to mt nhu cu i vi mt SP bng cch gn lin n vi nhng s thi thc mnh m, s dng nhng ng c, tm gng v s m bo cng c tch cc cho nhn thc ca NTD. Nim tin v thi Nim tin l mt ngha khng nh ca con ngi v mt s vic no . Nhng nim tin ny c th da trn c s s hiu bit, d lun hay s tin tng. Chng cng c th c hay khng chu nh hng ca tnh cm. i vi cc nh sn xut, nim tin ca NTD i

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vi SP ca h rt quan trng. Nu c bt k mt nim tin no khng ng n v cn tr vic mua hng th nh sn xut phi kp thi un nn cng c li nim tin . Thi din t s nh gi tt xu da trn s nhn thc bn vng, nhng cm gic, nhng cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th hay mt tng no . Con ngi c thi i vi hu ht mi vic nh: tn gio, chnh tr, m nhc Thi dn h n quyt nh thch hay khng thch mt i tng no , n vi n hay xa ri n. Thi cng lm cho ngi ta s s mt cch nht qun i vi nhng s vt tng t, cho php tit kim sc lc v tr c. Tuy nhin, do thi c hnh thnh theo mt khun mu nht qun, rt kh thay i, nn nu mun thay i mt thi no phi thay i nhng thi khc na. 3.1.4.4. Qu trnh thng qua quyt nh mua hng. Thng thng, trong mi ln mua hng bt k, ngi mua thng phi tri qua 5 giai on di y: thc vn Qu trnh mua hng bt u t vic ngi mua hng thc c vn hay nhu cu. Ngi c th thy c s khc bit gia tnh trng thc t v tnh trng mong mun. giai on ny, nh hot ng th trng cn pht hin nhng hon cnh thng y con ngi n ch thc vn . Nh vy, nh hot ng marketing s c kh nng pht hin nhng tc nhn kch thch hay thu ht s quan tm ca NTD n hng ha hn nhng tc nhn khc, t son tha nhng chng trnh marketing hp l hn. Tm kim thng tin Nu s thi thc mnh v hng ha c kh nng tha mn tiu dng v d kim th h s mua ngay. Nu khng s thi thc th nhu cu c th xp li trong tr nh hoc c b sung bi thng tin. Thng thng c cc ngun thng tin sau: Ngun thng tin c nhn( gia nh, bn b, hng xm, ngi quen)

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 Ngun thng tin thng mi( qung co, ngi bn hng, cc nh kinh doanh, bao b, trin lm)

Ngun thng tin ph thng( phng tin thng tin i chng, cc t chc nghin cu v phn loi NTD)

Ngun thng tin kinh nghim( nghin cu, s dng hng ha) Mc nh hng ca nhng thng tin ny cn bin i ty thuc vo chng loi hng ha v c tnh ca ngi mua, nhng nhiu nht l ngun thng tin thng mi. Nhng ngun thng tin c nhn li l nhng ngun hiu qu nht. Thng qua nhng ngun thng tin, NTD c th hiu r hn v cc nhn hiu c trn th trng v nhng tnh cht ca chng. V vy, cng ty cn xy dng tt h thng Marketing - mix sao cho c th a nhn hiu ca mnh vo b nhn hiu bit v b nhn hiu la chn ca NTD. Cn nhng thng tin NTD ang s dng, nh Marketing phi pht hin y ri xc nh c thng tin tng i ca chng, nh l ln u tin bit n nhn hiu nh th no, h cn nhng thng tin no na, h nh gi ngun thng tin s dng ra sao nh gi phng n NTD s nh gi phng n mua hng thng qua cc khi nim sau:

Th nht l thuc tnh hng ha. Mi NTD u xem mt hng ha bt k l tp hp ca cc thuc tnh nht nh, v mi NTD xem nhng thuc tnh khc nhau l quan trng i vi mnh. H s ch trng n nhng thuc tnh no c lin quan n nhu cu ca mnh nhiu nht.

Th hai l NTD c khuynh hng a ra nhng ch s mc quan trng khc nhau cho nhng thuc tnh m h cho l quan trng i vi mnh. Tuy nhin, yu t ny khng mang tnh khch quan v c th NTD mi b tc ng bi qung co, hay c nhng thuc tnh quan trng hn NTD cha nhc n.

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Th ba chnh l khuynh hng xy dng nim tin cho mnh mt tp hp nhng nhn hiu hng ha. Nim tin ca NTD c th b dao ng t tri thc v nhng thuc tnh thc c da theo kinh nghim bn thn n nhng tri thc l kt qu ca s lnh hi c chn lc, s bp mo v s ghi nh c chn lc.

Th t l NTD thng gn cho mi thuc tnh mt chc nng hu ch, n m t mc tha mn s mong i ca tng thuc tnh. Ngoi s a chung mt nhn hiu no cn ty thuc s c mt ca nhn hiu trn th trng v gi c ca chng.

Th nm l thi vi cc nhn hiu c hnh thnh NTD sau khi nh gi chng.

Quyt nh mua hng Sau khi nh gi cc phng n, NTD s xp hng cc i tng trong b nhn hiu mnh la chn, v chn mn hng a thch nht. Nhng cng phi qua thm 2 yu t, l thi ca nhng ngi khc v cc yu t d kin ngoi tnh hung . Thi phn i hay ng tnh ca ngi khc cng quyt lit v mc gn gi ca ngi vi NTD cng gn th NTD cng quyt tm hn trong vic xem xt li quyt nh mua hng ca mnh. Phn ng vi hng mua Sau khi mua hng, NTD c th hi lng hoc khng hi lng v c phn ng vi nhng mn hng mua. S tha mn vi hng mua: Ci g quyt nh mc hi lng hay khng hi lng ca NTD v mn hng mua. chnh l mi tng quan gia s mong i ca NTD v nhng thuc tnh s dng ca hng ha m NTD lnh hi c. Nu hng ha ph hp vi mong i th h hi lng, cao hn th rt hi lng v thp hn th khng hi lng.
Hot ng sau khi mua

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Nu hi lng th ngi mua chc chn s mua na khi c dp. Ngoi ra, h cng thch chia s nhng kin tt p v hng ha vi ngi khc. Ngi khng hi lng s c nhng phn ng khc nh khng s dng, tr li ngi bn hay c gng tm thng tin tt v cc khch hng mua, thm ch khiu ni ln cng ty, ng thi khng mua mn hng trong tng lai v hay pht biu cm tng xu vi bn b v ngi khc. S phn cui cng ca mn hng mua: Ngi bn hng cn nghin cu xem ngi ta s dng hng nh th no v thot khi n nh th no tm ra li gii cho nhng vn hay kh nng chc s xut hin. Hnh 3.1 NTD S Dng Hng Ha Hay Thot Khi N Nh Th No

Loi b hng ha trong mt thi gian (cho thu hoc cho mn) Hng ha Vnh vin loi b hng ha

Tr li (s dng hoc bn) i li hng khc Bn li cho ngi khc

Gi li hng ha cho bn thn (s dng nh nh lc u) hoc cho nhng mc ch mi.

Vt b

Ngun: Philip Kotler, 2003 Hiu c cc nhu cu ca NTD v qu trnh mua hng l c s thnh cng ca Marketing. Sau khi hiu r ngi tham d qu trnh mua hng v ci g c nh hng ch yu n qu trnh mua hng ca h, ta c th c chng trnh tip th hiu qu nhm duy tr mc cung ln cho th trung mc tiu. 3.1.4.5. S tha mn ca NTD Ngy nay, s tho mn ca khch hng l nhn t chnh mang li thnh cng. Mi doanh nghip lm n chn chnh u mong mun khch hng ca mnh tha mn vi nhng SP v dch v cung cp cho h.

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C nhiu quan im khc nhau v s tha mn khch hng. Theo Oliver (1997), s tha mn khch hng c xem nh s so snh gia mong i trc v sau khi mua mt SP hoc dch v. Theo Bachelet (1995), s tha mn khch hng nh mt phn ng mang tnh cm xc ca khch hng p li vi kinh nghim ca h vi mt SP hay mt dch v. Zeithaml and Bitner (2000), s tha mn ca khch hng l s nh gi ca khch hng v mt SP hay mt dch v p ng nhu cu v s mong i ca h. Mt s tc gi cho rng gia cht lng SP v s tha mn khch hng c s trng khp v th hai khi nim ny c th s dng thay th cho nhau. Mt s nghin cu khc cho rng gia s tha mn khch hng v cht lng dch v l hai khi nim khc nhau; tha mn khch hng xem nh l kt qu, cht lng dch v xem nh nguyn nhn, s tha mn c tnh cht d bo mong i, cht lng dch v l mt chun l tng. Theo Zeithaml and Bitner (2000), cht lng dch v v s tha mn khch hng l hai khi nim khc nhau, trong khi cht lng dch v ch tp trung c th vo nhng thnh phn ca dch v, s tha mn khch hng l khi nim tng qut. Hin vn cha c c s thng nht gia cc nh nghin cu v cc khi nim, nhng a s cc nh nghin cu cho rng gia cht lng dch v v tha mn khch hng c mi lin h vi nhau (Cronin and Taylor, 1992; Spereng, 1996). 3.1.4.6. S rng buc v ngn sch Yu t (1) v (2) xc nh s rng buc v ngn sch ca NTD. S rng buc v ngn sch m t cc tp hp hng ha khc nhau m NTD c th mua. ng ngn sch (Budget line) V d 8: ngn sch tiu dng hai mt hng X v Y B = PX*X + PY*Y (1) Trong : PX : gi mt hng X

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PY : gi mt hng Y X : mt hng X Y : mt hng Y B : hn ch ngn sch ( Budget constraint) PX*X + PX *Y B => Y= PX / PY * X + B / PY ng ngn sch c th biu din trong th sau:

Y B/PY YA ng ngn sch A

XA

ng m NTD c Ngoi ngn sch

0

ngn

sch

cho thy cc phng n kt hp ti a v hng ha mc thu nhp v gi ph bin nht nh. sch X gi cn th hin s rng buc vo c ca NTD. N chia khng

th mua ng vi ra, ng ngn B/PX ( thu nhp) v

gian la chn thnh hai min: tp hp c th t c v tp hp khng th t c, th hin tt c cc s kt hp c th la chn hai hng ha X v Y. do vy, ng ngn sch cn c gi l ng gii hn kh nng tiu dng. dc ca ng ngn sch ch ph thuc vo t l ca gi gia hai mt hng. dc ca ng ngn sch = - (gi ca hng ha trn trc honh/gi hng ha trn trc tung) = - PX/PY 3.1.4.7. S thch ca NTD

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Ba gi thit c bn ca ngi tiu dung l:

NTD c th sp xp th t u tin cc phi hp khc nhau gia hai hng ha. S thch c tnh bc cu. Thch c nhiu hng ha hn l c t hng ha ( vi iu kin l nhng hng ha bnh thng).

Khi nim tnh bc cu ca s thch ng rng nu nh ngi no th (hay thch) A hn B, th (hay thch) B hn C, khi anh hoc ch ta th (hay thch) A hn C. tnh bc cu ca s thch c th xy ra khi c s nht qun trong chn la ca NTD. 3.2. Phng php nghin cu 3.2.1. Thu thp s liu th cp
D liu th cp: l d liu thu thp t ngun c sn, qua tng hp v x l.

u im: thi gian thu thp ngn, tit kim chi ph. Nhc im: tin cy km, hn ch ni dung nghin cu. Cc ngun cung cp d liu th cp:

Cc bo co v kt qu sn xut v tiu th SP, tnh hnh ti chnh v nhn s ca

cc cng ty.

Cc s liu trong cc nin gim thng k. Cc s liu trong cc sch, bo, tp ch, tp san nghin cu khoa hc, internet Cc d liu do cc c quan, cng ty chuyn thu thp d liu cung cp. Thu thp t cc ti liu tham kho: Bo ch, internet, gio trnh, phng tin thng

tin i chng c nhiu c s lm r vn nghin cu. T cc d liu thu thp c, tin hnh thit k bng cu hi iu tra cho vic thu thp s liu s cp. 3.2.2. Thu thp s liu s cp. M t hin tng nh tnh

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D liu s cp: l d liu c thu thp ln u tin t i tng iu tra, cha qua tng hp v x l. Thu thp gin tip: l vic thu thp d liu thng qua gi bng cu hi, phiu iu tra cho i tng iu tra t ghi chp. T bng cu hi xy dng tin hnh nghin cu v phn tch nh lng. T cc d liu th cp thu thp, v qu trnh nghin cu ti hin trng ta tin hnh: - Xy dng cc gi thit nghin cu. - M t cc d liu nh tnh cho vic xy dng bng cu hi cu trc cho nghin cu nh lng. - Thit k bng cu hi: * Bng cu hi phi tha mn hai yu cu c bn sau y: - Phi c y cc cu hi m ngi nghin cu mun thu thp d liu t cc cu tr li. - Phi kch thch c s hp tc ca ngi tr li. * Qui trnh thit k bng cu hi: 1. Xc nh c th d liu cn thu thp. 2. Xc nh dng phng vn. 3. nh gi ni dung cu hi. 4. Xc nh hnh thc tr li. 5. Xc nh cch dng thut ng. 6. Xc nh cu trc bng cu hi. 7. Xc nh hnh thc bng cu hi. 8. Th ln 1 Thu thp d liu nh lng Sau khi xy dng hon tt bng cu hi, tin hnh thu thp d liu nh lng: sa cha bn nhp cui cng.

35

- Chn mu ngu nhin n gin: l phng php chn mu hon ton ngu nhin, khng theo mt s sp xp no c. Khi chn mu, da vo dn chn mu c lp, tin hnh chn mu ngu nhin cc n v mu t tng th theo bng s ngu nhin (c th xc nh t phn mm Excel) u im: d thc hin, cho kt qu kh chnh xc Nhc im: mt nhiu thi gian, chi ph cao Ta tin hnh thu thp d liu nh lng theo cc bc sau i. Xc nh c mu: L vic xc nh s lng n v iu tra cn thit trong mu thu thp d liu. Mt mu hp l l mu va p ng c tin cy va ph hp vi iu kin nhn lc, ti lc v thi gian. Trong ti nghin cu ny ta s dng cng thc n gin sau ca Yamane (19671986): n = N / (1 + N*e2) Trong : n: S lng thnh vin mu cn xc nh cho nghin cu iu tra. N: l mu tng th ca a bn nghin cu. e: l mc chnh xc mong mun.. T cng thc trn ta tin hnh xc nh c mu: Theo kt qu iu tra dn s chnh thc vo thi im 0 gi ngy 1 thng 4 nm 2009 th dn s thnh ph l 7.123.340 ngi (chim 8,30% dn s Vit Nam). T ta c: N = 7.123.340 e = 0.06 (vi mc tin cy chn trc l 94%). Ta suy ra c n = 278.

36

Sau khi c c c mu thch hp, ta tin hnh chn mu mt ln na theo phng php phn tng c th la chn khu vc thch hp tin hnh nghin cu nh lng. * Phng php chn mu phn tng: Phng php chn mu phn tng l phng php c th hin bng cch ngi ta chia m ng ra thnh nhiu tng gm cc nhm nh. Cc nhm ny tha mn mt hoc mt s cc tiu chun nghin cu c ra. chn phn t cho mu trong tng nhm, nh nghin cu c th dng phng php h thng hoc ngu nhin n gin. Phng php chn mu phn tng c th c thc hin theo t l hoc khng theo t l. m bo tnh i din trong phm vi ti nghin cu ta tin hnh la chn xc sut mt s qun ni TPHCM tha mn mt s cc tiu ch nh c dn s ng, thu nhp cao, c nhu cu tiu dng cao, tin hnh nghin cu d dng Bao gm mt s qun c chn xc sut nh: 1, 3, 5, 10. V tin hnh chn mu phn tng theo t l s dn ca cc qun ny. C th nh sau:

Qun 1 3 5 10 Tng

S dn 178878 189764 170462 227226 766330

T l (%) 23 25 22 30 100%

S mu 65 69 62 82 278 (S dn ly thi im ngy 1-4-2009)

ii. Tin hnh thu thp d liu: Sau khi chn c c mu thch hp:

37

- Tin hnh thu thp d liu: gi bng cu hi, phiu iu tra cho i tng c chn ngu nhin. - D liu thu thp s c hiu chnh v x l cc sai st tng cht lng ca chng. C 2 bc hiu chnh d liu sau khi thu thp: + Hiu chnh ti hin trng: ngi iu tra kim tra li cc bng cu hi hon tt. Nu pht hin c nhng cu hi b b st th cn phi tip xc vi i tng phng vn b sung ngay. + Hiu chnh ti trung tm ( ti nh ): Tnh hon tt ca cc bng cu hi. Tnh r rng ca cc cu tr li. Sau khi d liu c hiu chnh tin hnh nhp s liu vo my v tin hnh x l bng EXCEL v m ha d liu trn SPSS. iii. X l s liu * Bng excel: EXCEL l mt chng trnh bng tnh do Microsoft pht trin. y l mt chng trnh bng tnh c s dng rng ri nht. Trong EXCEL c b cng c cho php ngi s dng tin hnh phn tch d liu thng k. EXCEL c th c s dng t chc sp xp d liu, trnh by d liu, lp bng, v th v phn tch thng k (thng k m t). * M ha d liu trn SPSS: SPSS l tn vit tt ca cm t Statistical Package for the Social Sciences. y l mt phn mmc s dng rng di nht phn tch thng k trong nghin cu khoa hc x hi ni chung. Phin bn u tin c pht hnh nm 1968 do Cng ty lin hp SPSSChicagoM sn xut. n thng 7 nm 2007 c phin bn th 16 (SPSS 16.0) Mi trng lm vic ca SPSS gm hai phn: phn son tho d liu u vo (SPSS Data Editor) v phn kt qu u ra (OuTPut SPSS Viewer). SPSS Data Editor gm Data Viewer v VariableVierer cho php nhp s liu u vo trc tip hoc add file s liu

38

dng Excel.xml, ng thi nhdng cc bin s theo dng s (number) hay dng tr (String). OuTPut SPSS Viewer cha cc ktqu mong mun sau khi chy cc php ton tng ng. Tng t nh cc phn mm Genstar v Minitab, SPSS 12.0 cho php s l cc php phn tchthng k thng thng nh:Descriptive statistics: Cross tabulation (sp xp thnh bng, hng i xng nhau);Frequencies (tn s, tn sut.); Descriptive (m t, din t); Explore (kho st t m);Descriptive Ratio Statistics (thng k m t t l, t s.).Bivariate statistics (thng k hai bin s): Means (trung bnh); t-test (php th, kim tra,phn tch); ANOVA (phn tch phng sai); Correlation (tng quan) bao gm bivariate (haibin), partial (tng quan tng phn, tng quan khng hon ton), distances (tng quan ri rc,lng lo); Nonparametric tests (kim tra thng s gii hn). Prediction for numerical outcomes: Linear regression (d on v kt qu bng s dng hiqui tuyn tnh) Prediction for identifying groups: Factor analysis (phn tch nhn t); cluster analysis (phntch cho m ng) bao gm two step (hai bc), K-means (s K), hierarchic (c th bc).SPSS cng cho php lu v chy li cc thut ton gip vic kim tra kt qu d dng. Nhng phnOuTPut SPSS Viewer c thit k tin li hn cho ngi s dng. Mc ny bao gm cc bng kt qu (v d nh bng phn tch phng sai, bng thng k m t.) hay cc th c th cthay i nh dng trc tip cho ph hp vi form ca bi vit v c th copy trc tip vo bi vit. iv. Phn tch d liu. ti s dng mt s phng php phn tch d liu nh: thng k m t, phn tch tng hp. * Kt hp phng php thng k m t v phn tch tng hp: Phng php thng k m t l phng php xc nh cc ch tiu k vng (trung bnh), phng sai, trung v, mode, lch chun, nhn, nghing (h s bt i xng so vi phn phi chun), khong bin thin, max, min, sum, s mu (count), khong tin cy. T cc ch tiu trn ta tin hnh phn tch cc ch tiu lin quan n vn nghin cu ca

39

ti v rt ra kt lun tng qut v vn cn xm xt nh gi cgn nh a ra cc kt qu ca qu trnh nghin cu. v. Trnh by d liu: Sau khi x l s liu v phn tch s liu ta tng kt cc kt qu v tin hnh tm tt, trnh by d liu thng k. C th tm tt v trnh by d liu thng qua: Bng k v Biu . Bng k: L loi bng dng trnh by d liu iu tra theo mt quy tc no nhm th hin kt qu nghin cu. Bng k bao gm ba phn: - Tn bng: m t tm tt ni dung nghin cu. - Ni dung bng: gm phn ch v phn gii thch. - Xut x: ngun gc cc d liu trong bng.

Biu : L hnh thc trnh by cc d liu bng hnh nh. C ba loi biu c bn: - Biu hinh thanh (hnh ct). - Biu hnh trn. - Biu hnh gp khc

40

CHNG 4 KT QU NGHIN CU V THO LUN

4.1. Thc trng NTK ti Thnh Ph H Ch Minh. Theo thng k ca S y t thnh ph H Ch Minh, hin c khong 300 c s sn xut NTK ng k tiu chun cht lng SP ti thnh ph. Phn ln cc loi NTK ny c sn xut theo qui m h gia nh. Hin nay trn th trng c khong 200 nhn hiu NTK cc loi. Ngoi mt s hng nc ng chai c u t tt v cng ngh sn xut c NTD tn nhim vi cc thng

41

hiu ln v c b dy hot ng nh nc tinh khit Aquafina, Laska, Sapwa, Lavie, Vnh Ho,... Nc khong ng chai nh nc khong Tin Hi, Kim Bi, Vital...cn li l hng trm c s sn xut nh l quy m h gia nh sn xut theo kiu m n lin t siu li nhun. Theo thanh tra mi y ca S Y t TP HCM th c ti 100% c s NTK nh v va u khng m bo cht lng v sinh an ton thc phm. Bn cnh , cc c s sn xut nc tinh khit hay nc khong trn a bn TP.HCM thng s dng nhng nhn mc na n vi cc hng nc c tn tui, uy tn trn th trng. iu ny khin NTD d b nhm ln, ng nhn. Ngoi ra gi c r cng l mt li th kinh doanh gip SP ca c s d phn phi v n tay NTD. ng s l mt s loi nc ng chai, ng bnh TP. H Ch Minh b pht hin nhim Pseumonas l loi vi trng cc k nguy him, c kh nng khng thuc cao, d lm nhim trng ng rut, hoc tn cng cc vt thng gy nhim trng mu. Khng phi NTD no cng bit iu ny, nn cc loi nc ng chai, ng bnh...vi nhng tn gi m miu, c in km dng ch qung co nh: sn xut trn thit b hon ton t ng, siu lc, tit trng bng tia cc tm... nhn mc, cng thm chiu bn hng vi dch v giao hng tn ni min ph, mua mt tng mt bnh... cc nh sn xut bn vn la c v s cc thng b tin ra tiu th SP ca mnh. Khi s tht c cng b, nhiu ngi mt n, mt ng v trt s dng nc bn trong mt thi gian di. Tnh trng c hng lot nhn hiu nc ung tinh khit nhim khun gy nguy hi n sc khe NTD l do: - Vic thnh lp mt c s sn xut nc qu d: ch cn ng k kinh doanh, ng k nhn hiu, em mu (l mu nc mua ca cng ty ln m bo tiu chun) i ng k cht lng, u t mt dn lc thng thng (10-20 triu), c th sn xut thoi mi v em ra th trng tiu th. Cha c thng k no v th phn chim lnh ca cc cng ty NTK trn a bn Thnh Ph nhng theo thng tin trong ngnh th tnh trng sn xut, phn phi i tr v cnh tranh khc lit ca cc c s sn xut nh l nh hin nay th cc cng ty ln s mt dn th phn ca mnh.

42

- Qu trnh x l nc v sn xut khng theo ng quy trnh: rt nhiu c s t nhn chn phng n dng thng nc ht t ging khoan ln, thm ch lc bng than hoc si, ri x l bng "cng ngh" kh khun ri ng chai, bn ra th trng loi nc ung "tinh khit". Trong khi nc tinh khit phi p ng trn 40 ch tiu l, ha, vi sinh,... Nhng vi nhng h thng x l nc kiu r tin, my kh khun bng tia cc tm ch c th dit khong 30% vi khun c trong nc ngm. - C ch qun l lng lo v km hiu qu ca c quan chc nng thnh ph, kiu qun l hu kim v x pht qu nh lm cho s c s sn xut ngy cng gia tng lm cho th trng nc ung pht trin ngy cng phc tp. - Thm vo l s gia tng nhu cu tiu dng NTK, cng nh s hiu bit ca cng ng trong vic la chn SP NTK bo m cht lng cn nhiu hn ch. Th trng NTK cung cp cho thnh ph tim nng pht trin cn rt ln c bit l tp trung cc qun ni thnh khi tc th ha ngy cng nhanh, nhu cu nc sch p ng cho cng s x nghip trng hc ngy cng tr nn thit yu. V d bo n nm 2015 thnh ph s thiu ngun nc sch do tnh trng nhim nng cc con sng cung cp ngun nc chnh cho thnh ph v ngun nc ngm tr nn khan him. Thc trng ny va l th thch ng thi l c hi tt i hi cc cng ty c s sn xut phi c chin lc cho trung v di hn nh i mi cng ngh, ci tin cht lng SP, hng ti cng ng xa hi nhiu hn. Vi nhng thng tin khng tt v th trng NTK, phn ng ca NTD v vn ny cng kh tch cc nh chuyn sang nhn hiu nc ng chai khc, s dng nc un si, s dng cc loi nc gii kht khc thay th, Nhng vn cn nhng NTD vn khng thay i loi nc ng chai ang s dng. Vi nhiu l do: - Thay i nhn hiu nc ng chai khc c m bo cht lng v sinh an ton thc phm v tt cho sc khe. Hay vn khng dm bo cht lng v cha nhiu vi khun gy bnh. - S dng nc un si tt cho sc khe, m bo v sinh Nhng li va mt nhiu thi gian, cng sc va bt tin.

43

- Cc loi SP gii kht khc thay th c m bo tt cho sc khe, an ton v sinh thc phm, Thm vo cc loi nc gii kht khc li khng hp khu v NTD. Chnh v nhng iu trn m s lng NTD s dng NTK vn chim s lng ln, v iu ny th hin c th qua bng sau. Bng 4.1 S Lng NTD C V Khng C S Dng SP Nc Tinh Khit. Ni dung C s dng Khng s dng Tng S lng (ngi) 222 56 278 Gi tr % 80% 20% 100% Ngun: D liu tng hp Qua bng 4.1 cho ta thy s lng NTD s dng NTK chim s lng kh ln 80% trong tng s mu iu tra. Bn cnh cng c mt s lng NTD quyt nh khng la chon SP NTK chim 20%. 4.2. Hnh vi dn n quyt nh mua nc tinh khit. X hi ngy cng pht trin, v th nhu cu ca con ngi cng ngy cng tng cao. bt kp vi nhu cu ca NTD, tt c cc loi SP u theo xu hng pht trin ngy cng a dng c v mu m ln chng loi. V th trng NTK cng khng ngoi l. Chng ngy cng a dng c th p ng nhu cu ngy cng gia tng ca con ngi. iu ny lm cho NTD cm thy rt kh chn la cho mnh mt SP NTK va m bo cht lng, an ton cho sc khe va tin li. Chnh v vy m NTD da vo nhiu tiu ch t SP, i tng s dng, a im bn hng, n mc ch s dng chn la cho mnh mt SP ph hp. 4.2.1. Sn phm. Th trng NTK tuy a dang v chng loi, mu m nhng c th thng k thnh ba loi c bn thng, bnh, chai theo bng sau: Bng 4.2 Bng K V i Tng S Dng V Loi SP Thng Dng.

44

Thng C nhn Gia nh C quan Biu tng 25% 62% 8% 5%

Bnh 23% 61% 16% 0%

Chai 77% 21% 2% 0% Ngun: D liu tng hp

Da vo Bng 4.2 ta thy ty thuc vo i tng s dng SP m NTD chn la cho mnh loi SP ph hp. phn khc NTD l c nhn th h chn la cho mnh i tng SP l chai chim n 77%. V va p ng c nhu cu li va tin li trong vic h c th mang SP theo bn mnh i n bt k ni no h mun. Ngoi ra i tng SP l thng (25%) v bnh (23%) cng c phn khc ny la chn. phn khc gia nh th i tng SP thng (62%) v bnh (61%) c u tin la chn hn hn. V n va p ng nhu cu ca nhiu thnh vin trong thi gian di m khng phi i mua nhiu ln nh SP chai, li va tit kim v mua vi s lng ln. Cn SP chai cng c phn khc ny la chn chim 21%. V phn khc c quan i tng SP c quan tm v a dng l bnh chim 16%, k n l thng (8%) v chim t trng t nht l chai (2%). Cn phn khc biu tng th ch c i tng SP l thng c NTD la chn chim 5%. Tm li, i tng SP l thng v bnh c NTD l gia nh quan tm v a dng hn hn chim trn 50% so vi cc i tng s dng cn li. Cn i tng SP l chai th c NTD c nhn u tin la chn chim gn 80%. Mt khc, ngoi vic chn la loi SP NTD cn quan tm chn la SP c dung tch ph hp vi nhu cu. Bng 4.3 Bng K V i Tng S Dng V Loi Dung Tch SP Thng Dng 330ml Ca nhan 48% 500ml 54% 1500ml 24% 21L 21%

45

Gia dinh Co quan Bieu tang

39% 10% 3%

35% 11% 0%

55% 14% 7%

64% 15% 0% Ngun: D liu tng hp

Bng 4.3 cho ta thy: dung tch 330ml v 500ml c c nhn chn la hn hn cc i tng s dng khc chim 48% (330ml) v 54% (500ml), k n hai loi dung tch ny cng c NTD l gia nh quan tm chim 39% (330ml) v 35% (500ml). i tng s dng l c quan cng chn la hai dung tch ny s dng chim 10% (330ml) v 11% (500ml). biu tng ch chn loi SP 330ml trong hai loi ny chim 3%. dung tch 1500ml v 21L th c h gia nh quan tm hn hn cc i tng khc chim 55% (1500ml) v 64% (21L). NTD c nhn cng la chn hai loai dung tch ny chim 24% (1500ml) v 21% (21L). V pha c quan hai loi dung tch ny c s dng nhiu hn chim 14% (1500ml) v 15% (21L). biu tng NTD ch chn loi 1500ml (7%) trong hai loi dung tch ny. 4.2.2. i tng s dng Hnh 4.1 Biu V i Tng S Dng SP
i t gs d n n c u n n ch n g g g ai

1% 0

1 % 4% 1

4% 8

C n an a h Ga dn i ih C q an o u Beutan i g

Ngun: D liu tng hp

46

Hnh 4.1 cho ta thy nhng i tng ch yu s dng SP. Trong i tng h gia nh chim phn ln vi 48% trong tng s. Mt i tng cng chim phn ng k trong vic s dng SP l c nhn chim 41%. Hai i tng l c quan (10%) v biu tng (1%) chim t trng nh. 4.2.3. a im NTD thng mua NTK Bng 4.4 a im NTD Thng Mua SP. Tiu ch Phn Trm(%) i l 33.3 Siu th 16.7 Ca hng 45.8 Ch 4.2 Tng 100

Ngun: D liu tng hp Bng 4.4 th hin cho thy: a im NTD u tin la chn mua SP l ca hng (45.8%), k n l i l (33.3%), tip theo l siu th (16.7%) v cn li l mua ch (4.2%). Thng thng mua SP NTD thng c khuynh hng chn mua cc i l, v va m bo cht lng va mua c SP gi r hn so vi cc a im khc. Th nhng i vi SP NTK NTD li khng theo khuynh hng nh th. H chn mua SP ch yu nhng a im thun tin nh gn nh, gn c quan hn l chn mua SP nhng a im c cho l ng tin cy. Hnh 4.2 L Do NTD Chn Mua Nhng a im c Chn.

47

L do chn mua sn phm im l a chn

Re Dang tin c ay 4.2 28.2 12.5 55.1 10 20 30 40 50 60

L do

Q uen biet Thuan tien 0

Gi tr %

Ngun: D liu tng hp Qua Hnh 4.2: kin ca phn ln NTD cho rng h chn mua SP nhng a im h chn v thun tin (55.1%). Mt b phn NTD khc h quyt nh chn mua SP a im c chn v mc ng tin cy ca a im bn hng c v cht lng ln gi c. Mt b phn nh cn li h quyt nh chn mua a im v s quen bit (12.5%) v r (4.2%) 4.2.4. Nhng dp NTD thng mua SP

Hnh 4.3 Nhng Dp NTD Thng Mua SP.

48

Dp mua nc ung ng chai

12%

6% 34%

Hoi hop Di choi Su dung Bieu tang

48%

Ngun: D liu tng hp Hnh 4.3 th hin: NTD chn mua SP ch yu cho s dng chim 48%. V khi c nhu cu th h quyt nh mua SP. Mt dp m NTD chn mua SP cng chim t trng kh ln l dp i chi (34%). Trong qua trnh di chuyn i chi i t ni ny qua ni khc du lch, tham quan, thm ving c th s mt kh nhiu nc, chnh v th nhu cu b sung nc cho c th l ht sc cn thit. Trong nhng dp m NTD mun biu tng cho ngi thn, bn b, ng nghip h cng chn mua NTK (12%) v trong nhng cuc hp ca cng ty, c quan th nhu cu mua NTK phc v cho cuc hp cng c NTD ngh n v p ng (6%). 4.2.5. Mc ch s dng SP. Khi c hi l do s dng NTK, NTD a ra nhiu kin khc nhau nhng c th tng hp qua biu sau.

Hnh 4.4 L Do NTD S Dng NTK.

49

L do ch m a snph ? n u m
C lo ch su kh e o i o c o 4 .7 R e T n lo ie i V sin e h 0 1 0 2 0 3 0 3 .8 5 4 0 5 0 6 0 7 .9 5 .6 1

L do

G tr % i

Ngun: D liu tng hp Hnh 4.4 cho thy nhng l do m NTD s dng SP NTK. C nhiu l do c chn la nhng l do tin li c NTD chn la u tin nhiu nht chim 51.6%. Nhu cu nc ung l nhu cu cp thit v khng th khng c ca bt c ai, chnh v nhu cu NTD p ng bng cch chn cho mnh nhiu SP khc nhau nhng ch yu vn l NTK. V NTK c nhiu loi va ph hp s dng cho c gia nh, c nhn, c quan, v c nhng ai co nhu cu biu tng, li va tit kim v hp ti tin. L do NTK hp v sinh cng kh quan trng c 35.8% NTD la chn. K n l do s dng NTK v NTK r hn cc loi nc gii kht khc cng c mt b phn NTD quan tm (7.9%). Cn l do c t NTD quan tm nht l l do c li cho sc khe ch chim 4.7%. Mt b phn nh NTD cho rng NTK c li cho sc khe, cn i a s b phn NTD khng chn tiu ch cho rng NTK c li cho sc khe. V theo thng tin trn th trng hin nay th i a s cc c s sn xut khng m bo cht lng, v sinh an ton thc phm, cng thm vo l v cng tc kim tra cc c s sn xut ca S Y T Thnh Ph khng ng b v khng phn nh chnh xc thc trng ca cc c s sn xut trn th trng hin nay. 4.3. Cc nhn t nh hng n hnh vi mua NTK. C nhiu nhn t nh hng n hnh vi ra quyt nh mua ca NTD, c th k n bn yu t nh: yu t vn ha, yu t x hi, yu t tm l, v yu t c nhn. Nhng ta c th tng hp bn yu t thnh hai nhnh nhn t nh hng n hnh vi ra quyt nh mua ca NTD bao gm: nhnh cc nhn t thuc v c nhn v nhnh cc nhn t thuc v SP. 4.3.1. Cc nhn t thuc v c nhn.

50

4.3.1.1. tui. Hnh 4.5 Tui Ca NTD Trong Tng Mu iu Tra

T i tc u
>5 4 Tui 3 -4 6 5 2 -3 6 5 1 -2 8 5 0 1 0 2 0 3 0 gi tr % 4 0 5 0 7 .9 8 .3 3 .3 0 5 .4 3 6 0

Ngun: D liu tng hp Hnh 4.5 phn nh cho thy dn c Thnh Ph H Ch Minh bao gm dn bn x v dn nhp c thuc tng lp tr, dn c ch yu nm trong thnh phn tui lao ng chim hn 90% bao gm: 53.4% (trong tui t 18 - 25); 30.3% (trong tui t 26 - 35); 8.3% (trong tui 36 - 45) v phn cn li trong tui trn 45 chim 7.9%. iu ny cho thy tim nng ca th trng nc ng chai l rt ln. Bi l dn c tr c nhu cu v nc ung ln hn dn c thuc tng lp gi. 4.3.1.2. Trnh chuyn mn v ngh nghip Hnh 4.6 Trnh Chuyn Mn Ca NTD
T h ch y m rn u n n
5 0 4 .6 7

Gi tr %

4 0 3 0 2 0 1 0 0 <1 2 1 2 T n ca , ru g p ca d n o ag Dih c a o T nd i h c re a o 8 .2 0 .4 1 .2 8 2 .6 5

T n r h

Ngun: D liu tng hp

51

Da vo biu Hnh 4.6 cho thy trnh chuyn mn ca NTD Thnh Ph H ch Minh trong tng mu iu tra kh cao. Trong trnh i hc chim t trng cao nht vi 47.6%. K n l trnh trung cp, cao ng vi 25.6%. Trnh 12/12 chim 18.2% tp trung nhiu nht vo i tng sinh vin ang theo hc ti cc trng i hc, cao ng v trung cp chuyn nghip. Trnh di 12 chim t trng kh nh 8.2%. V i tng NTD trnh chuyn mn cao trn i hc chim t trng kh nh khng ng k ch 0.4%. Biu ny cho thy dn c Thnh Ph H Ch Minh thuc tng lp tr thc kh cao, do i hi ca h v cc loi SP cng kh khc khe. y l mt thch thc ln i vi cc cng ty cng nh cc c s sn xut NTK. Nhng bn cnh cng c nhng thun li nht nh i vi tng lp tr thc ny. Do c trnh cao tng lp tri thc ny c ngh nghip n nh vi mc lng kh cao, chnh v vy h sn sng chi tr vi gi cao cho cc khon tiu dng cn thit m h tin tng. T nhng yu t , cc doanh nghip nn t ra nhng chnh sch v chin lc ph hp. Qua iu tra NTD c th thng k c ngh nghip ca h v chng c th hin c th qua biu sau:

Hnh 4.7 Ngh Nghip Ca NTD

Ngh nghip

21% 40%

Cn b, Nhn Vin Ni tr Bun bn

28%

11%

Sinh vin

Ngun: D liu tng hp Hnh 4.7 cho thy ngh nghip ca dn c Thnh Ph H Ch Minh ch yu tp trung vo thnh phn cn b, cng - nhn vin chim 40%, thnh phn dn c lm ngh bun bn

52

cng chim t trng khng nh 28%. Thnh phn dn c cn li ch yu l cc b ni tr (21%) v cc bn sinh vin (11%). Vi trnh cao v ngh nghip n nh, dn c Thnh Ph H Ch Minh c thu nhp kh cao so vi cc vng min trong c nc. 4.3.1.3. Thu nhp/thng Hnh 4.8 Thu Nhp Ca NTD

T hu nh p/th ng
35 30 25 21.3 32.4 27 19.3

Gi tr %

20 15 10 5 0

< 1 t rie u

1 -3 t rie u

3 -5 t rie u

> 5 t rie u

T h u n h p
Ngun: D liu tng hp Da vo Hnh 4.8 ta thy c thu nhp ca NTD Thnh Ph l kh cao. Thu nhp t 3 5 triu chim kh cao n 32.4 %. Bn cnh thu nhp ca NTD trn 5 triu chung chim vi t trng ln 27%. B phn thu nhp di 3 triu tp trung ch yu vo thnh phn cc b ni tr v cc bn sinh vin vi thu nhp t 1 3 triu chim 21.3% v di 1 triu chim 19.3%. T cc yu phn tch trn cho ta thy c trnh chuyn mn nh hng rt ln n thu nhp ca NTD. V mc nh hng ca n th hin c th qua bng sau 4.5 4.3.1.4. Mi quan h gia trnh chuyn mn v thu nhp.

53

Bng 4.5 Mi Quan H Gia Trnh Chuyn Mn V Thu Nhp NTD Thu nhp/thng <1 triu <12 12 Trnh Trung cp, cao ng i hc Trn i hc Tng 14 14 0 0 0 54 1-3 triu 5 20 21 34 0 59 3-5 triu 2 12 30 63 0 90 >5 triu 2 5 20 35 1 75 23 51 71 132 1 278 Tng

Ngun: D liu tng hp Bng 4.5 th hin mc nh hng ca trnh chuyn mn n thu nhp ca ngi dn. Thu nhp di 1 triu tp trung ch yu vo i tng c trnh 12 v di 12. i tng c trnh 12 ch yu l cc bn sinh vin cn sng ph thuc vo phn tin tr cp ca gia nh, v ch yu lm nhng cng vic bn thi gian nn c thu nhp thp. Thu nhp t 1 3 triu, t 3 5 triu, v trn 5 triu ch yu tp trung vo i tng c trnh trung cp, cao ng v i hc. V nhng i tng ny c trnh chuyn mn v tay ngh cao d dng tm c nhng cng vic ph hp vi trnh em li thu nhp cao. Mt b phn nh ngi dn c trnh trn i hc vi mc thu nhp trn 5 triu. 4.3.2. Nhu cu 4.3.2.1. Nhn ra nhu cu

Bng 4.6 Mc S Dng SP V Hon Cnh Mua SP Ca NTD

54

Mc s dng Hi hp Rt thng xuyn Thng xuyn Bnh thng t Rt t Tng .5% .9% 2.8% .9% .5% 5.5%

Mua trong dp no i chi S dng .9% 5.1% 19.8% 6.9% .9% 33.6% 7.8% 35.0% 3.7% 1.8% .0% 48.4% Biu tng 1.8% 6.0% 2.8% .9% .9% 12.4%

Tng

11.1% 47.0% 29.0% 10.6% 2.3% 100.0%

Ngun: D liu tng hp Kt qu nghin cu th hin qua Bng 4.6 cho thy NTD ti Thnh Ph H Ch Minh s dng nc tinh khit mc thng xuyn vi t trng cao 47% cho mc ch s dng hng ngy (48.4%). iu ny cho thy nhu cu ca ngi dn v vic tiu th NTK ti Thnh Ph H Ch Minh l tng i cao. Bn cnh , nh vo tnh tin dng v d dng mua sm, NTD thnh ph cng thng s dng cc SP nc tinh khit khi tham gia cc hot ng vui chi, ngh mt, du lch vi t trng 33,6%. K tip l biu tng vi 12,4% v hi hp chim t trng tng i t trong hnh vi mua ca NTD (5.5%). 4.3.2.2.Tm kim thng tin

Hnh 4.9 a im NTD Nhn Thng Tin V SP

55

Ngun thng tin v nc ung ng chai ly t u?

33%

41%

15%

11%

Tivi Internet Sach, bao Ban be, nguoi than

Ngun: D liu tng hp Qua kho st, kt qu Hnh 4.9 cho thy NTD nhn bit c thng tin v SP ch yu qua tivi (41%) v qua ngi quen gii thiu hoc nhn biu tng t ngi thn (33%). y l hai knh ch yu m NTD nm bt c thng tin v SP. Bn cnh phng tin thng tin qua bn b ngi thn rt hu t. V ch khi tin dng, a chung, hi lng SP no sau khi s dng th NTD mi gii thiu hoc mua lm qu biu tng cho ngi thn. y l mt phng tin qung co rt hiu qu, v tc ng t nhng ngi thn quen lun mnh hn v c tin cy cao hn bt k hnh thc qung co no. Tuy nhin NTD tin cy v gii thiu SP no th ch c th da vo chnh cht lng ca SP v s t c nhng li ch m NTD mong i sau khi tiu dng SP. iu ny cng chng t SP to c n tng tt trong i b phn NTD. V c th tng trng trong tng lai th v pha cng ty cn phi lun nng cao v bo m cht lng cng nh bao b SP lun gi c n tng tt trong lng NTD. Ngoi ra NTD con bit n SP thng qua sch bo (15%) v internet (11%). Cc iu ny cho thy cc cng tc qung co SP trn tivi, sch bo, internet cng c NTD quan tm. Thng tin v SP xut hin trn nhiu knh thng tin khc nhau vi nhng kin tri chiu lm cho NTD cm thy kh x khi quyt nh chn la SP. Chnh v iu ny m

56

trc khi quyt nh mua SP th NTD phi xem xt v nh gi tht k v r rng cc thng tin nhn c. Hnh 4.10 nh Gi Thng Tin Trn Th Trng Hin Nay Ca NTD

Thng tin v sn phm trn th trng?

Rat k hong ro rang 3.3 15.3 40 24.7 16.7 0 10 20 30 40 50

Thng tin sn phm

Khong ro rang Binh thuong Ro rang Rat ro rang

Gi tr %

Ngun: D liu tng hp Khi c hi v vic nh gi thng tin v SP trn th trng hin nay, kt qu Hnh 4.10 cho thy i b phn NTD (40%) cho rng thng tin hin nay trn th trng l bnh thng h quyt nh chn mua SP. Mt b phn khng nh NTD nh gi thng tin v SP l r rng (24.7%) v rt r rang (16.7%). iu ny to ra mt nghch l, thc t thng tin v SP NTK trn th trng hin nay l khng r rng v cn rt m h, thm ch cc thng tin v thnh phn cng nh cc tiu ch cht lng c in trn nhn chai ca rt nhiu SP u khng ng nh thnh phn thc t cc cht cu thnh nn SP. Vn t ra ti sao a s NTD vn cho rng thng tin v SP l c th chp nhn c, hn na mt b phn khc li cho rng thng tin v SP trn th trng hin nay l r rng v rt r rng? c th hiu r v l gii c iu nay cn xem xt cc la chn ca NTD tm ra nguyn nhn. Mt b phn NTD khc cho rng thng tin v SP trn th trng hin nay l khng r rng (15.3%) v rt khng r rng (3.3%). 4.3.2.3. Xem xt cc la chn

57

Hnh 4.11 Nhng Tiu Ch NTD La Chn Khi Mua NTK.

Tiu ch ngi tiu dng chn mua nc ung ng chai

12% 30%

Nhan hieu Gia ca Chat luong Mau ma

40% 18%

Ngun: D liu tng hp Theo kt qu kho st Hnh 4.11: Hin nay, khi nhc n NTK th a s NTD ti TP.HCM cho rng tiu ch v cht lng l tiu ch la chn SP c u tin nhiu nht vi 40% s phiu bnh chn. Tip n l tiu ch v nhn hiu (30%). V tiu ch v gi c (18%), mu m (12%) cng c NTD quan tm khi chn mua SP. n y vn va c t ra trn vn cha c gii p. Ti sao NTD kh quan tm n cht lng SP nhng li cho rng thng tin v SP trn th trng l r rng nhng trong thc t ngc li. iu ny s c gii p c th trong quyt nh mua hng ca NTD. 4.3.2.4. Quyt nh mua i n quyt nh mua SP NTD phi da vo nhiu tiu ch chn la trong c c tiu ch v mc ch s dng. y ta s dng li Hnh 4.4 trn l gii cho vn ang c t ra. Mc ch s dng gip cho NTD chn la mua SP nh th no.

Hnh 4.12 L Do NTD S Dng NTK.

58

L do chn mua sn phm?

Co loi cho suc k hoe Re Tien loi V e sinh 0 10 20 30 35.8 40 50 60 4.7 7.9 51.6

L do

Gi tr %

Ngun: D liu tng hp Ta thy trong 4 yu t quyt nh hnh vi mua nc tinh khit ca NTD th yu t tin li chim 51.6%. Phn ln nhng ngi qua kho st tr li rng h mua cho gia nh s dng, nn vn tin li y l h khng phi mt thi gian cho vic nu nc, hay tn km khi mua mt bnh lc nc...V 35.8% cho rng yu t v sinh quyt nh hnh vi mua SP ca h. Mt b phn NTD cho rng v nc tinh khit r hn cc loi nc gii kht khc (7.9%). Chng ta c th thy c iu ny qua thc t. V ch c 4.7 % ngh rng nc tinh khit c li cho sc khe. Kt qu trn phn nh ng thc t v n y vn t ra trn c gii p. Khi c qu nhiu loi nc tinh khit xut hin trn th trng th dng nh NTD khng cn quan tm n nhng thng tin v chng trn th trng v kh c th phn bit c cht lng ca ngun thng tin. V vic la chn SP p ng nhu cu cp thit ca con ngi khng phi v SP cht lng, hay c li cho sc khe na m quan trng li l s tin dng hp vi cuc sng s thi nay. 4.3.2.5. nh gi sau khi mua

Hnh 4.13 iu Hi Lng Nht Ca NTD Sau Khi S Dng SP.

59

iu hi lng nht khi s dng sn phm

9% 36%

Re Ve sinh
40% 15%

Chat luong Tien loi

Ngun: D liu tng hp Qua biu ta thy NTD ngy cng quan tm nhiu n sc khe, vn an ton v sinh c u tin hng u. Theo kho st: v sinh chim t l 40% , sau l tin li ( 36%), cht lng ( 15%), cui cng l gi r ( 9%). 4.3.2.6. Cc quyt nh ca NTD khi c thng tin khng tt v SP ang s dng Hnh 4.14 Cc Quyt inh Ca NTD Khi C Thng Tin Khng Tt V SP
Hnh vi ca khch hng khi c thng tin khng tt v sn phm

5% 32%

Thay doi loai nuoc tinh khiet khac Su dung nuoc dun soi
63%

Su dung nuoc ngot

Ngun: D liu tng hp

60

Khi c thng tin khng tt v SP ang s dng, th c 63% NTD c khuynh hng thay i loi nc ung tinh khit khc thay v s dng nuc un si hay nuc ngt tit kim thi gian v m bo cho sc khe. Bn cnh cng c 32% NTD cho rng s dng nc un si l gii php an ton nht. V 5% cn li chuyn sang s dng nc ngt. 4.3.3. Sn phm 4.3.3.1. Chng loi Hnh 4.15 nh Gi Ca NTD V Chng Loi SP Trn Th Trng

Chng loi sn phm?

Rat it 0.9 2.8 22.8 47.9 25.6 10 20 30 40 50 60

Chng loi

It B inh thuong Da dang Rat da dang 0

Gi tr %

Ngun: D liu tng hp Theo thng k trn a bn TP.HCM c hn 300 c s sn xut NTK vi cc mu m kiu dng khc nhau. cng l s ng tnh ca 47.9% NTD cho rng chng loi a dng; 25.6% cho rng rt a dng v c mt s t NTD nhn nh l rt t chim 0.9%. 4.3.3.2. Kiu dng

61

Hnh 4.16 nh Gi Ca NTD V Kiu Dng SP

K iu dng sn phm?

3% 25%

19%

D ep D e nhin B inh thuong Xa u

53%

Ngun: D liu tng hp Theo kt qu kho st, bao b mu m ca cc loi nc ung tinh khit trn th trng TP.HCM hin nay c nhn xt l d nhn chim t l cao nht (53%), k tip l c nhn xt bnh thng (chim 25%), tip c nh gi l rt p (chim19%) v cui cng l xu (chim 3%). Nhn chung a s NTD cho rng bao b, mu m cc loi nc ung tinh khit ti TP.HCM l kh d nhn. 4.3.3.3. Gi c

62

Hnh 4.17 nh Gi Ca NTD V Gi C Ca SP

Gi c sn phm?
Rat re Re 1.4 3.6 63.3 22.6 9 0 10 20 30 40 50 60 70

Gi c

Binh thuong Cao Rat cao

Gi tr %

Ngun: D liu tng hp Qua iu tra kho st ta thy a s NTD cho rng gi ca NTK hin nay l bnh thng 140 ngi chim 63.1%.bn cnh vn cn 20 ngi cho rng gi NUDC rt cao (chim 9%). 20 ngi cho l cao chim 22.5%. mt s lng nh NTD cho l gi rt r 3 ngi chim 1.4%. 8 ngi cho l gi r chim 3,6%. 1 ngi khng c kin chim 0.5%. 4.3.3.4. Cht lng Hnh 4.18 nh Gi Ca NTD V Cht Lng Ca SP
Cht lng sn phm?
Rat khong tot 3.3 7 68.8 14.9 6 0 20 40 60 80

Cht lng

Khong tot Co the chap nhan Tot Rat tot

Gi tr %

Ngun: D liu tng hp

63

Theo kt qu kho st, cht lng ca cc loi nc ung tinh khit trn th trng TP.HCM hin nay c nhn xt l c th chp nhn c chim t l cao nht (69%), k tip l c nhn xt tt (chim 15%), tip c nh gi l khng tt (chim19%), k c nh gi l rt tt (chim 6%) v cui cng l rt khng tt (chim 3%). Nhn chung a s NTD cho rng cht lng ca cc loi nc ung tinh khit ti TP.HCM l c th chp nhn c. 4.3.3.5. Cc nhn hiu NTK NTD thng s dng. Bng 4.7 Cc Chng Loi SP NTD Thng S Dng Mt s loi khc 9% Ngun: D liu tng hp Qua tnh hnh th trng trong nhng nm qua, cng nh nhng s liu s cp c thng k ta cng c th d on c th phn rt cao ca Lavie v Aquafina trn th trng, v kh nng nh hng ca 2 nhn hiu n NTD l cao (59%),Cn li 41% tp trung vo cc nh hiu khc 4.4. Hnh vi dn n quyt nh khng mua NTK. 4.4.1. Cc nguyn nhn dn n vic NTD khng s dng SP. C rt nhiu nguyn nhn nh hng n vic NTD khng s dung nc tinh khit. Cc nguyn nhn c kho st v th hin di biu sau

Chng loi s dng Aquafina Gi tr % 28%

Lavie 31%

Joy 18%

Sapuwa 14%

64

Hnh 4.19 Nguyn Nhn Khng S Dng Nc Tinh Khit

Biu nguyn nhn khng s dng nc tinh khit 48.2%
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

19.6% 15.9% 9.8% 3.7% 2.8%

nguyn nhn
Khng tin tng cht lng nhiu thng tin khng tt khng r ngun gc khng th hin c tnh khng quen dng khng c mi v

Ngun: D liu tng hp

Trong cc nguyn nhn trn th khng tin vo cht lng SP l ch yu chim 48.2%. NTD khng tin v trn th trng hin nay c rt nhiu loi nc tinh khit t chai, bnh n thng nhng hu nh u khng c c quan chc nng no kim sot vic sn xut. Nhiu trng hp ch s dng cc loi nc c qung co trn ti vi hay cc cng ty c uy tn nh Lavie, Aquafina, Joy, Vnh Ho... V cc thng tin khng tt v SP cng nh cc c s sn xut chim 19.6% trong cc nguyn nhn khng s dng. C nhiu trng hp khng quen s dng v nh vn hay ung nc un si, hay s dng bnh nc lc chim 15.9%. v vic c qu nhiu nhn hiu cng nh nh sn xut lm cho NTD khng xc nh c ngun gc ca SP cng l mt trong cc nguyn nhn chim 9.8%. Bn cnh c c cc

65

nguyn nhn thuc v tnh cch ngi s dng nh khng th hin c tnh chim 3.7% v khng c mi v chim 2.8% ( nhng trng hp thch d dng loi nc gii kht c ng).Ta thy rng cht lng SP l yu t ch yu lm cho NTD quan tm hay quay lng vi SP. 4.4.2. Cc loi nc NTD s dng thay th cho NTK Bng 4.8 Cc Loi SP NTD S Dng Thay Th Cho NTK Loi nc Cc loi tr xanh ng chai Nc un si My lc t ng Cc loi nc gii kht khc Gi tr % 18% 36% 35% 11% Ngun: D liu tng hp Nh thi quen ca NTD Vit Nam, nc un si v nc t My lc t ng vn c tin tng s dng nhiu (71%). Kh nng NTD s dng loi nc ny thay th cho NTK l rt cao 4.4.3. nh gi ca NTD v NTK dn n hnh vi khng s dng SP. 4.4.3.1. Chng loi SP.

Hnh 4.20 nh Gi Ca Ngi Khng Tiu Dng SP V Chng Loi Ca SP

66

Chng loi sn phm?

rat it 1.8 7.1 19.6 42.9 28.6 0 10 20 30 40 50

Chng loi

it binh thuong da dang rat da dang

Gi tr %

Ngun: D liu tng hp Theo nh gi ca NTD th chng loi NTK trn th trng l a dng, nhiu chng loi SP.S lng NTD cho rng chng loi NTK t chng loi l rt thp,c th do s ln s dng nc tinh khit ca h cha nhiu 4.4.3.2. Cht lng SP Hnh 4.21 nh Gi Ca Ngi Khng Tiu Dng SP V Cht Lng Ca SP
Cht lng sn phm
rat khong tot Cht lng khong tot binh thuong tot rat tot 0 2.7 10 20 30 Gi tr % 40 50 60 8.3 26 14.8 48.2

Ngun: D liu tng hp

67

Theo kt qu kho st cho thy nh gi ca ngi khng tiu dng SP nhn nh rng cht lng NTK hu ht l khng tt chim 48.2%, chng t h khng tin tng v e ngi SP NTK, v hin nay trn th trng c rt nhiu thng tin v NTK bn , b nhim khun, nhim cc ha cht c hi, nh sn xut khng m bo cc tiu chun an ton v sinh thc phmlm tn hi n sc khe NTD. T l ngi khng tiu dng nhn nh cht lng SP l rt khng tt chim n 14.8%, y cng l mt t l rt ng e ngi cho cc doanh nghip v cc c s sn xut. Mt b phn nh NTD nh gi nc ng chai l tt (8.3%) v rt tt (2.7%), b phn ny khng ng k v khng phn nh c xu hng NTD. Cn li 26% NTD cho rng cht lng NTK l c th chp nhn c 4.4.3.3. Thng tin v SP trn th trng Hnh 4.22 nh Gi Ca Ngi Khng Tiu Dng Sp V Thng Tin Ca Sp
Thng tin v sn phm trn th trng?
Thng tin sn phm
rat khong ro rang khong ro rang binh thuong ro rang rat ro rang 0 5 5.4 10 15 20 25 30 35 12.5 25 25 32.1

Gi tr %

Ngun: D liu tng hp Kt qu hnh 4.21 cho thy i b phn NTD nh gi thng tin SP NTK trn th trng khng r rng v rt khng r rng chim 50%, iu ny phn nh ng thc t hin nay. y cng l l do ti sao h khng s dng cc loi NTK. V nh gi thng tin SP r rng v rt r rng ch chim t l thp nht (17.9%), b phn cn li nh gi l bnh thng (32.1%). Kt qu ny phn nh mt tr ngi rt ln cho cc nh doanh nghip trong vic thu ht NTD khng s dng NTK.

68

4.4.3.4. Kiu dng SP. Hnh 4.23 nh Gi Ca Ngi Khng Tiu Dng SP V Kiu Dng Ca SP
Kiu dng sn phm?

3.6

14.3

dep de nhin
55.4 26.8

binh thuong xau

Ngun: D liu tng hp Qua kt qu iu tra cho thy a s NTD cho rng kiu dng SP NTK l bnh thng (55.4%), ch c 14.3% kiu dng SP l p v 26.8% l d nhn. iu ny th hin r cc doanh nghip cha ch trng n kiu dng SP NTK nh cc loi nc gii kht ng chai khc ( cc loi nc ngt, tr xanh). 4.4.3.5. Mc tin tng vo cht lng SP. Hnh 4.24 Mc Tin Tng Ca NTD Vo Cht Lng SP.
Mc tin tng vo cht lng sn phm .
Mc tin tng
rat khong tin tuong khong tin tuong binh thuong tin tuong rat tin tuong 0 7.1 7.1 10 20 30 40 23.2 28.6 33.9

G tr % i

Ngun: D liu tng hp

69

Trong cc mc tin tng vo cht lng SP th t l rt khng tin tng v khng tin tng chim t l rt cao (62.5%), trong khi ch c 37.5% tin tng vo cht lng SP. Qua cho thy NTD cha t nim tin vo SP NTK trn th trng. 4.4.3.6. D nh s dng SP trong tng lai Hnh 4.25 D nh Ca NTD V Vic S Dng SP

D nh s dng sn phm?

25%

16%

co chua biet khong

59%

Ngun: D liu tng hp Theo hnh 4.24 th c n 59% NTD cha bit trong tng lai c s dng NTK hay khng, t l khng s dng chim 25%, trong khi NTD d nh s s dng NTK ch chim t l nh (16%). Vi nhng thng tin khng tt v NTK trn th trng hin nay lm cho NTD cm thy bn khon trong vic quyt nh c nn s dng NTK trong tng lai hay khng. Bi l nhu cu s dng nc ung l nhu cu rt cn thit i vi mi c nhn. Chnh v vy trong tng lai nu SP NTK m bo hn v cht lng th b phn kh ln NTD s chuyn sang s dng. 4.5. nh gi chung mc tha mn ca NTD i vi SP NTK.

70

Hnh 4.26 nh Gi Chung Mc Tha Mn Ca NTD i Vi SP

nh gi chung mc tha mn ca NTD
45 40 35 30 25 20 15 10 5 0 13.9 4.4 39.5

Gi tr %

25 17.2

rat thoa man

thoa man

binh thuong Mc

khong thoa man

rat khong thoa man

Ngun: D liu tng hp

T cc nhn t nh hng n hnh vi NTD phn tch trn, kt hp vi s nh gi chung ca NTD (hnh 4.25) ta thy rng mc tha mn ca NTD TP. H Ch Minh v NTK hin nay ch mc trung bnh chim 39.5%. B phn NTD tht s tha mn ch chim t l nh 18.3%, trong khi vn cn mt s lng rt ln NTD khng tha mn v rt khng tha mn (42.2%). Nh vy, NTD c th chp nhn s dng NTK v nhng nhu cu thit yu, nhng h tht s khng yn tm v NTK hin nay.

71

CHNG V KT LUN V KIN NGH

5.1. Kt lun Phn tch hnh vi ca NTD khng phi l mt vn mi. Tuy nhin, kha lun tp trung phn tch hnh vi ca NTD i vi mt hng NTK, bi v trong thi i ngy nay yu t sc khe v s tin li rt c quan tm. Thng qua vic phn tch cc yu t nh hng n hnh vi ca NTD, kha lun mong mun c th tm ra c mt s nguyn nhn cng nh xut c mt s gii php i vi vic s dng NTK trn th trng hin nay ca NTD. Qua tng hp kt qu iu tra, kha lun a ra nhng quan nim ca chnh NTD v khi nim NTK cng nh mt s nh gi ca h v gi NTK, chng loi, cht lng, mu m,.v..v.Ni dung chnh ca kha lun l phn tch cc yu t nh hng n hnh vi ca NTD v NTK thng qua nghin cu th trng, v chy m hnh SPSS, t a ra mt s nguyn nhn cng nh gii php. Cc yu t nh hng n hnh vi ca NTD trong vic chn mua NTK bao gm: gi c sn phm, cht lng, trnh hc vn, thu nhp, mc tin tng,.v..v.Qua iu tra, tm hiu kha lun tm ra c mt s im cn tn ti sau: kiu dng sn phm cha p ng c th hiu NTD, thng tin SP cha c r rng, mt b phn NTD khng tin tng vo cht lng NTK... Do , NTK c th n c vi mi NTD th phi khc phc c nhng vn cn tn ti trn. 5.2 Kin ngh Cc doanh nghip nn ch trng n kiu dng sn phm bng cch ci tin mu m kch thch th hiu NTD, nng cao kh nng cnh tranh vi cc loi nc gii kht khc.

72

 to dng lng tin ca NTD, nng cao cht lng sn phm, cc doanh nghip nn p dng cc tiu chun v sinh an ton thc phm. Cc c s sn xut nh nn lin kt vi nhau to thnh mt doanh nghip quy m ln, sn xut ng lot, h gi thnh sn phm

73

i hoc Nng Lm Tp.Hcm

PHIU THM D KIN KHCH HNG

Xin cho anh/ch! Chng ti l sinh vin ngnh QTKD, trng H Nng Lm TP HCM. Hin chng ti ang thc hin ti: Nghin cu hnh vi tiu dng v nc ung tinh khit ti TP HCM. hon thnh c ti ny chng ti c mt phiu thm d rt mong c s gip ca anh/ch. Chng ti xin cam kt nhng thng tin ny s c gi kn v cng b di dng kt qu tng hp.

M s phiu: .

Ngy thng 01 nm 2010

Ngi ly thng tin:.

I).THNG TIN V NHN BIT NHN HIU V S DNG SN PHM

Anh/ch c s dng nc ung tinh khit khng? C Khng

74

A. Nu c: 1. Anh ch hiu th no l nc ung tinh khit?........................................... .. ...................................................................................................... .. 2. Mc s dng nc tinh khit ca anh/ch nh th no? Rt thng xuyn Thng xuyn Bnh thng t Rt t

3. Anh/ch thng mua nc ung tinh khit trong dp no? Hi hp i chi S dng Biu,tng Khc..

4. Anh ch mua nc tinh khit cho ai s dng? C nhn Gia nh C quan Biu, tng Khc.

5. V sao anh/ch li s dng nc ung tinh khit? V sinh Tin li R Tt cho sc khe Khc

6. Anh/ch thng mua loi no sau y? Thng Bnh Chai Khc

7. Anh /ch thng s dng nc ung tinh khit vi dung tch l? 330ml 500ml 1500ml 21000ml

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8. Anh/ch thng mua nc ung tinh khit u? i l Siu th Ca hng Ch Khc

9. Ti sao anh/chi li mua nc ung tinh khit ? Thun tin Quen bit ng tin cy R Khc

10. Tiu ch la chn sn phm nc ung tinh khit ca anh/ch l g? Nhn hiu Gi c Chtlng Mu m Khc

11. Nhn hiu nc ung tinh khit trc y anh/ch tng s dng?............. 12. Anh /ch ang s dng nhn hiu nc ung tinh khit no?......................... 13. Thng tin v sn phm nc ung tinh khit m anh/ch ang dng c ly t u? Tivi Internet Sch,bo Bn b, ngi th

Theo anh ch, cc tiu ch sau ca cc loi nc ung tinh khit trn th trng hin nay nh th no?

Rt cao 14. Gi c:

Cao

Bnh thng

Rt r

Rt a dng a dng 15. Chng loi:

Bnh thng

Rt t

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Rt tt 16. Cht lng:

Tt

C th chp nhn Khng tt Rt khng tt

1 17. Mc tin tng cht lng : Rt tin tng 1 18. Thng tin sn phm: Rt r rng

5 Khng tin tng

5 Khng r rng

Rt p 19. Bao b, mu m:

Bnh thng

Xu

Rt xu

20. Khi s dng nc ung tinh khit th anh ch hi lng nht im no? R V sinh Cht lng Tin li Khc.

21. Khi c thng tin khng tt v nc ung tinh khit ang s dng, hnh vi ca anh ch s l? Thay i loi nc tinh khit khc S dng nc un si S dng nc ngt Khc.. 22. Anh ch hy nh gi chung mc tha mn nhu cu v sn phm nc ung tinh khit trn th trng hin nay? 1 2 3 4 5 Rt tha mn Rt khng tha mn

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23. Anh ch c kin g khc v nc ung tinh khit TP.HCM khng?....... .. ...... ..

B. Nu khng:

1. Anh/ch thng s dng loi nc ung no?......................................................

2.V sao anh/ch li khng s dng nc ung tinh khit?...................................... ..

Theo anh ch, cc tiu ch sau ca cc loi nc ung tinh khit trn th trng hin nay nh th no?

Rt a dng a dng 3. Chng loi: Rt tt 4. Cht lng: Tt

Bnh thng

Rt t

C th chp nhn Khng tt Rt khng tt

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1 5. Mc tin tng cht lng : Rt tin tng 1 6. Thng tin sn phm: Rt r rng

5 Khng tin tng

5 Khng r rng

Rt p 7. Bao b, mu m:

Bnh thng

Xu

Rt xu

8. Trong tng lai anh/ch c d nh s dng nc ung tinh khit khng?

Cha bit

Khng

9. Anh ch c kin g khc v nc ung tinh khit TP.HCM khng?......... .

79

II. THNG TIN C NHN

1. H v tn: Qun . 2. Tui: 18-25 26-35 36-45 > 45

3. Trnh hc vn: < 12 4. Ngh nghip: CBNV Ni tr Bun bn Sinh vin Khc 5. Gii tnh: Nam 6. Thu nhp: N 12 TC,CD DH trn DH

< 1 triu

1 - 3 triu

3 - 5 triu

>5 triu

Xin chn thnh cm n!

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