MARKETING RESEARCH

NCMK2B

MC LC
I. GII THIU V CNG TY C PHN THC PHM MASAN
.............................................................................................................................................
5
II. GII THIU V SN PHM M N LIN OMACHI
.............................................................................................................................................
6
III. GII V TI NGHIN CU
.............................................................................................................................................
6
1. Vn nghin cu
.............................................................................................................................................
6
2. Mc tiu nghin cu
.............................................................................................................................................
6
3. Phng php nghin cu
.............................................................................................................................................
6
4. Phm vi v gii hn ti
.............................................................................................................................................
7
IV. KT QU NGHIN CU HNH VI TIU DNG CA KHCH HNG
V SN PHM M N LIN OMACHI TP.HCM
.............................................................................................................................................
7
V. KT LUN V KIN NGH
.............................................................................................................................................
27
1. Kt lun
.............................................................................................................................................
27
2. Kin ngh
.............................................................................................................................................
27
VI. PH LC
.............................................................................................................................................
28
Phiu iu tra
.............................................................................................................................................
28
-1-

MARKETING RESEARCH

NCMK2B

I. GII THIU V CNG TY C PHN THC PHM MASAN

Lch s hnh thnh:
Nm 2003, Cng ty c phn Thng mi Masan thnh lp trn c s sp nhp
Cng ty c phn Cng nghip Cng ngh - Thng mi Vit Tin v Cng ty c phn
Cng nghip v Xut nhp khu Minh Vit Tin.
Thng 12 nm 2008, Cng ty c phn thng mi Masan i tn thnh Cng ty c
phn thc phm Masan (MASAN FOOD).
Hin nay, Cng ty c phn thc phm Masan (Masan Food), l cng ty con ca
Cng ty C phn Tp on Ma San (Masan Group) l cng ty qun l vn u t v ti
sn. Ngoi ra, Masan Group cn c cng ty con khc l Ngn hng Thng mi c phn
K thng Vit Nam (Techcombank).
Cng ty C phn Thc Phm MaSan: sn xut nc chm, gia v, m n lin, ht
nm v cc loi thc phm ng gi khc. tng th phn, Masan Food tp trung qun
l cc nhn hiu bng cch phn khc th trng mc tiu vi nhng sn phm ring bit
tng ng. Trong mi dng sn phm nc chm, m n lin v ht gia v u c c nhn
hiu cao cp v nhn hiu trung cp. C th k n nhn hiu m n lin Omachi hng
ti phn khc th trng cao cp, trong khi nhn hiu Tin Vua phc v cho phn khc
th trng trung cp.
-2-

MARKETING RESEARCH

NCMK2B

Tng t nh i vi ngnh hng nc tng, Masan Food c nhn hiu Chin-Su

v Tam Thi T (TTT) ln lt dnh ring cho hai loi th trng trn. Theo thng k ca
Euromonitor, ti thi im thng 12 nm 2008, Masan Food ang chim 62,8% th phn
ca ngnh hng nc tng; 19,4% th phn ca ngnh hng nc mm, 25,5% th phn
ca ngnh hng tng t v 9,5% gi tr th trng ngnh hng nc dng/ vin sp, ht
nm. Mc d mi ra i vo thng 6/2007, nhng n cui nm 2008 nhn hiu m n
lin Omachi chim c th phn l 2,1% v th phn ny vn tip tc c tng thm
cho n thi im hin ti.
Trong sut qu trnh hot ng, Masan Food pht trin mt h thng phn phi
ni a rng ln, vi gn 120.000 im bn hng ph khp 63 tnh thnh Vit Nam. Tnh
ti thng 8 nm 2009, Masan Food c hn 130 nh phn phi, 5 trung tm phn phi
ti Bnh Dng, Tn Bnh (TP. H Ch Minh), Nng, Hng Yn v Hi Dng c
t cc v tr chin lc, cung cp sn phm cho cc nh phn phi trong vng 24 ting
k t lc t hng.
II. GII THIU V SN PHM M N LIN OMACHI
Omachi l sn phm m n lin u tin ti Vit Nam c si khoai ty. Theo cc
nh khoa hc thuc vin Nghin cu Thc phm Anh quc, cht kukoamine c trong
khoai ty c tc dng lm p da, cha thm qun, ci thin sc khe, gip ng ngon hn
v lm h ng huyt. Khoai ty cn c xem nh mt th vac-xin phng vim gan B
v chng cm cm hiu qu.
bo v sc khe ngi tiu dng, nh sn xut p dng cng ngh chin c
bit cho ra si m va chn ti m vn m bo cht lng tuyt ho. Chnh p dng
mang tnh t ph ny loi tr c rt nhiu cht pht sinh t khu chin m nhit
qu cao thng lm cho si m chy, c mi kht, c oxy ha cao... Nh sn xut
cng iu chnh lng du hp l trong qu trnh chin v ch bin gi sp, nn si m c
v mt, thc khch hon ton yn tm nn s khng s nng khi dng Omachi.
Ngy 18.6.2007, bn loi m khoai ty Omachi l C Hi Nu Mng, Nghu Hp
Thi, Lu Hn Quc, Sn Hm Ng Qu xut hin trn th trng. M khoai ty
Omachi vi nc sp c c ch theo cng thc nh hng c nhiu rau c qu ti s
to nn nhng bt nc sp c cc hng v thm ngon hp dn. Ngi s dng s c
cm gic chnh nh ang thng thc cc mn n tuyt ngon nh hng.
M khoai ty Omachi c bn gi l 3.000/gi, 90.000/thng (30 gi) hin ang
c mt hn 100 thnh ph, th x, th trn v th t Vit Nam. Cc knh phn khi
chnh l siu th, ch v cc tim tp ha. Hin ti m khoai ty Omachi ang c phn
phi trc tip n hn 58.000 ca hiu v hng trm khch hng s trn ton quc. M
khoai ty Omachi do Cng ty Lin doanh Cng nghip Masan sn xut.
III. GII THIU V TI NGHIN CU
1. Vn nghin cu
Nhm mun nng cao v hon thin v sn phm p ng c tha mn nhu
cu ca ngi tiu dng. Cuc nghin cu marketing c xc nh l cc thng tin
-3-

MARKETING RESEARCH

NCMK2B

xoay quanh sn phm, gi c v truyn thng ca M n Lin OMACHI trong tng

quan vi cc sn phm khc ang c mt trn th trng xc nh c tm t, kin
v nguyn vng ca khch hng v sn phm M n Lin OMACHI. t cuc nghin
cu ny cng ty s c ra th trng mt sn phm tt nht cho khch hng.
2. Mc tiu nghin cu
Mc tiu ca cuc nghin cu l thu thp cc thng tin, kin ng gp ca khch
hng v sn phm M n Lin OMACHI. Bng cch tr li cc cu hi nh:
Sn phm M n Lin m ngi tiu dng ang s dng l g? V h nh
gi v sn phm nh th no?
Ngi tiu dng nh gi cc nhn t nh hng n quyt nh mua M n
Lin nh th no?
Ngi tiu dng nh gi M n Lin OMACHI nh th no?
3. Phng php nghin cu
Nghin cu d liu th cp: internet, bo, tp ch.
Nghin cu d liu s cp: da vo phng php phng vn trc tip ngi tiu
dng
Chn mu: gii tnh, tui, thu nhp.
Kch thc mu: tp. HCM: pht 250 mu thu v c 131 mu.
4. Phm vi v gii hn ca ti
Nghin cu hnh vi mua v s dng sn phm M n Lin ca ngi tiu dng.
Nghin cu qun G Vp-tp.HCM.
VI. KT QU KHO ST HNH VI TIU DNG CA KHCH HNG
V SN PHM M N LIN
NI DUNG:
1a. Nhn hiu sn phm M n Lin bit n.

NHAN HIEU M AN LIEN BIET EN

Nhan
hieu
M An
Lien
biet
en

Cases
131

Col Response
%
100.0%

95

72.5%

111

84.7%

Hoang gia

91

69.5%

Gau o

82

62.6%

Tom chua cay

58

44.3%

Nongshim

17

13.0%

131

446.6%

Omachi
Hao hao
A-one

Total

-4-

MARKETING RESEARCH

NCMK2B

NHA
N HIE
U M A
N LIE
N BIE
T E
N
Omachi

100%

Ha
o ha
o

73%

A-one

85%

Hoa
ng gia

69%

Ga
u o

63%

To
m chua cay

44%

Nongshim

13%
%

20%

40%

60%

80%

100%

1b. Nhn hiu sn phm M n Lin s dng.

NHAN HIEU M AN LIEN A S DUNG

Nhan
hieu
M An
Lien
a s
dung

Cases
131

Col Response
%
100.0%

95

72.5%

111

84.7%

Hoang gia

91

69.5%

Gau o

51

38.9%

Tom chua cay

31

23.7%

5.3%

131

394.7%

Omachi
Hao hao
A-one

Nongshim
Total

-5-

120%

MARKETING RESEARCH

NCMK2B

NHA
N HIE
U M A
N LIE
N ASDUNG
Omachi

100%

Ha
o ha
o

73%

A-one

85%

Hoang gia

69%

Gau o

39%

Tom chua cay

24%

Nongshim

5%
%

20%

40%

60%

80%

100%

1c. Nhn hiu sn phm M n Lin ang s dng.

NHAN HIEU M AN LIEN ANG S DUNG

Nhan
Hieu M
An Lien
ang s
dung

Cases
111

Col Response
%
84.7%

Hao hao

92

70.2%

A-one

49

37.4%

Hoang gia

59

45.0%

Gau o

36

27.5%

Tomchua cay

25

19.1%

3.8%

Omachi

Nongshim
Total

131

-6-

287.8%

120%

MARKETING RESEARCH

NCMK2B

NHA
N HIE
U M A
N LIE
N ANG SDUNG
Omachi

85%

Hao hao

70%

A-one

37%

Hoang gia

45%

Gau o

27%

Tom chua cay

Nongshim

19%
4%

20%

40%

60%

80%

100%

2. Ni mua sn phm M n Lin.

NI THNG MUA SAN PHAMM AN LIEN

Ni thng mua
san phamM
An Lien

Cases
126

Col Response
%
96.2%

Ch

73

55.7%

Sieu th

89

67.9%

ai ly

25

19.1%

131

238.9%

Tap hoa

Total

-7-

MARKETING RESEARCH

NCMK2B

NI TH
NGMUASA
NPHA
MM A
NLIE
N

Tap ho
a

96%

Ch

56%

Sie
uth

68%

ai ly

19%
%

20%

40%

60%

80%

100%

120%

3. Mc hi lng i vi sn phm M n Lin ang s dng.

M C O HA I L O NG V E C A C TIEU C H C U A M AN L IE
Kho n g h a i
lo ng B nh th n gHa i lo n gRa t ha i lo ng T o ta l
C o u nt H n g v
17
53
48
13
13 1
B a o b
T ie n l i
%

68

41

22

59

63

H n g v

13.0%

40.5%

36.6%

B a o b

51.9%

31.3%

16.8%

3.1%

45.0%

48.1%

T ie n l i

-8-

13 1
5
9.9%

13 1
100.0%
100.0%

3.8%

100.0%

MARKETING RESEARCH

NCMK2B

M
C OHA
I LO
NGVECA
C TIE
UCH CU
AM A
NLIE
N

Hng v

13%

Bao b

40%

37%

52%

Tie
n li 3%

31%

45%

0%

20%
Kho
ng ha
i lo
ng

10%

17%

48%

4%

40%

60%

80%

Bnh th
ng

Ha
i lo
ng

Ra
t ha
i lo
ng

100%

4. kin v kiu dng bao b ca sn phm M n Lin.

Y kien thay oi bao b

Valid

Hoa tiet

Frequency
18

Percent
13.7

Valid Percent
13.7

Cumulative
Percent
13.7

Khong y kien

21

16.0

16.0

29.8

Mau sac

38

29.0

29.0

58.8

Thong tin

54

41.2

41.2

100.0

131

100.0

100.0

Total

-9-

MARKETING RESEARCH

NCMK2B
Y
KIE
NTHAYO

I BAOB

Tho
ngtin

41%

Ma
usa
c

29%

Kho
ng ykie
n

16%

Hoatie
t

14%
%

10%

20%

30%

5. kin v gi sn phm M n Lin ang s dng.

- 10 -

40%

50%

MARKETING RESEARCH

NCMK2B

MC GIA CUA SAN PHAM M AN LIEN ANG S DUNG

Count
Gia m
ang s
dung

Col %
.8%

at

25

19.1%

Phu hp

71

54.2%

Re

27

20.6%

5.3%

131

100.0%

Rat at

rat re
Total

YKIE
N GIACU
A SA
N PHA
M M A
N LIE
N A SDUNG
Ra
t a
t

1%

a
t

19%

Phuhp

54%

Re
ra
t re

21%
5%

10%

20%

30%

40%

50%

6. Mc gi hp l ca mt gi M n Lin c trng lng 85g.

- 11 -

60%

MARKETING RESEARCH

NCMK2B

MC GIA HP LY CUA SAN PHAM M AN LIEN

Count
Gia m
hp l

Col %
6.9%

2500-3000

58

44.3%

3000-3500

42

32.1%

3500-4000

14

10.7%

6.1%

131

100.0%

Nho hn 2500

Tren 4000
Total

M
C GIAHP LYCU
A SA
N PHA
M M A
N LIE
N

11%

6%

7%

44%

32%

Nhohn 2500

2500-3000

3000-3500

3500-4000

Tre
n 4000

7. Ngun thng tin nhn bit v sn phm M n Lin ang s dng.

- 12 -

MARKETING RESEARCH

NCMK2B

NGUON THONG TIN BIET EN SAN PHAM M AN LIEN

ANG S DUNG
Cas es
Quang cao truyen hnh 122

Nguon
thong tin Co ngi gi thieu
biet en
Ca hang ban le
s an pham
c tiep th
M An Lien
Bao tap ch
Khac
Total

Col Res pons e

%
93.1%

88

67.2%

104

79.4%

44

33.6%

26

19.8%

6.1%

131

299.2%

NGUO
N THO
NG TIN BIE
T E
N SA
N PHA
M M A
N LIE
N
ANG SDUNG
Qua
ng ca
o truyen hnh

93%

Congi githieu

67%

C
a hang ba
n le

79%

c tiep th

34%

Ba
o tap ch
Kha
c

20%
6%

20% 40% 60% 80% 100%

8. Ngun thng tin ng tin cy nht v sn phm M n Lin ang s dng.

- 13 -

MARKETING RESEARCH

NCMK2B

NGUON THONG TIN TIN CAY NHAT VE SAN PHAM M

AN LIEN ANG S DUNG
Count
Quang cao truyen hnh
16

Col %
12.2%

58

44.3%

19

14.5%

c tiep th

18

13.7%

Bao tap ch

20

15.3%

131

100.0%

Thong
tin tin
Co ngi gi thieu
cay nhat
Ca hang ban le

Total

NGUO
N THO
NG TIN TIN CA
Y NHA
T VESA
N PHA
M M A
N
LIE
N ANG S
DUNG
12%

15%

14% 14%

44%

15%
Qua
ng ca
o truye
n hnh

Cong
i githie
u

c tie
p th

Ba
o tap ch

C
a ha
ng ba
n le

9. Mc thng xuyn xem qung co trn ti vi v sn phm M n Lin

ang s dng.

- 14 -

MARKETING RESEARCH

NCMK2B

C O THNG XUYEN XEM QC TREN TIVI VE SAN PHAM

M AN LIEN ANG S DUNG
Co thng xem Thng xuyen
QC tren TV
Khong thng xuyen

Count
119

Col %
90.8%

12

9.2%

131

100.0%

Total

M
C OTH
NG XUYE
N XEM QC TRE
N TIVI VESA
N PHA
M M
A
N LIE
N ANG SDUNG
9%

91%
Th
ng xuye
n

Kho
ng th
ng xuye
n

10. Cm nhn v qung co v sn phm M n Lin trn ti vi.

- 15 -

MARKETING RESEARCH

NCMK2B

CAM NHAN VE QC CUA SAN PHAM M AN LIEN TREN TIVI

Count

ong y
76

Khong
ong y
55

Total
131

35

96

131

QC An tng

58.0%

42.0%

100.0%

QC Trung thc

26.7%

73.3%

100.0%

QC An tng
QC Trung thc

CA
M NHA
N VEQC CU
A SA
N PHA
M M A
N LIE
N TRE
N TIVI

QC A
n tng

58%

QC Trung

27%

thc
%

42%

73%

50%

100%

150%

o
ng y Kho
ng o
ng y

11. Nhn t quan tm khi mua sn phm M n Lin.

- 16 -

MARKETING RESEARCH

NCMK2B

D es c riptive S tatis tic s

G ia ca

131

Minim um
5

Maxim um
7

Mean
6.18

S td.
Deviation
.839

Dinh dng

131

5.61

1.042

S i m dai

131

3.53

1.309

Hng v

131

6.09

.932

Nhan hieu bao b

131

5.15

1.026

Khuyen m ai

131

4.82

1.239

Thuan tien khi m ua

131

3.35

1.271

Valid N (lis twis e)

131

NHA
N TOQUAN TA
M KHI MUA SA
N PHA
M M A
N LIE
N
Giaca
Dinh d
ng
Si m dai
Hng v
Nha
n hie
u bao b
Khuye
n ma
i
Thua
n tie
n khi mua

6.18
5.61
3.53
6.09
5.15
4.82
3.35
0

12. Hnh thc khuyn mi ca loi M n Lin ang s dng.

- 17 -

MARKETING RESEARCH

NCMK2B

HNH THC KHUYEN MAI CUA SAN PHAM M AN LIEN

ANG S DUNG C THCH NHAT
Count
Thch hnh
thc KM
nao nhat

Giam gia

18

Col %
13.7%

Tang them san pham

46

35.1%

Boc tham, trung thng

54

41.2%

Khac

13

9.9%

131

100.0%

Total

HNH TH
C KHUYE
N MA
I CU
A SA
N PHA
M M A
N LIE
N ANG
SDUNG C THCH NHA
T
Gia
m gia

14%

Ta
ng the
m sa
n pha
m

35%

Bo
c tha
m, tru
ng th
ng

41%

Kha
c

10%
0

10

20

30

40

50

13. Mc hi lng v cc tiu ch ca m Omachi.

- 18 -

MARKETING RESEARCH

NCMK2B

M C O HA I L O NG V E C A C TIEU CH C U A S A N P HAM M AN

Count

Khong hai
long
Bnh thng Hai longRat hai long Total
Hng v cua Omachi
2
38
65
26
131
Bao b cua Om achi

13

42

53

23

131

Tien li cua Omachi

13

43

54

21

131

Hng v cua Omachi 1.5%

29.0%

49.6%

19.8%

100.0%

Bao b cua Om achi

9.9%

32.1%

40.5%

17.6%

100.0%

Tien li cua Omachi 9.9%

32.8%

41.2%

16.0%

100.0%

M
C OHA
I LO
NG VECA
C TIE
UCH CU
A SA
N PHA
M M A
N
LIE
N OMACHI
Hng vcu
a Omachi 2% 29%

50%

20%

Bao b cu
a Omachi 10%

32%

40%

18%

Tie
n li cu
a Omachi 10%

33%

41%

16%

Kho
ng ha
i lo
ng

Bnh th
ng

Ha
i lo
ng

Ra
t ha
i lo
ng

14. Ngun thng tin bit n sn phm M n Lin Omachi.

- 19 -

MARKETING RESEARCH

NCMK2B

NGUON THONG TIN BIET EN SAN PHAM M AN LIEN OMACHI

Cases
Nguon thong Quang cao truyen hnh
129
tin biet en Co ngi gi thieu
88
san pham M
Ca hang ban le
113
An Lien
c tiep th
40
Omachi
Bao tap ch
19
Khac
Total

Col Response
%
98.5%
67.2%
86.3%
30.5%
14.5%

2.3%

131

299.2%

NGUO
N THO
NG TIN BIE
T E
N SA
N PHA
M M A
N LIE
N OMACHI
Quang ca
o truyen hnh
Congi githieu
Ca hang ba
n le

98%
67%
86%

c tiep th
31%
Ba
o tap ch
15%
Khac 2%
0

20

40

60

80

100

120

15. S lng sn phm M n Lin Omachi anh(ch) thng mua.

- 20 -

MARKETING RESEARCH

NCMK2B

SO LNG SAN PHAM M AN LIEN OMACHI THNG MUA

Count
So lng
m Omachi
thng
mua

1-2 goi

61

Col %
46.6%

2-4 goi

50

38.2%

5-8 goi

5.3%

Ca thung

6.1%

khac

3.8%

131

100.0%

Total

SOLNG SA
N PHA
M M A
N LIE
N OMACHI TH
NG MUA
5%

6%

4%

47%

38%

1-2 go
i

2-4 go
i

5-8 go
i

Cathu
ng

16. Nhn xt v sn phm M n Lin Omachi.

Hi lng
- 21 -

kha
c

MARKETING RESEARCH

NCMK2B

Hai long ve Omachi

Valid

Frequency
20

Percent
15.3

Valid Percent
15.3

Cumulative
Percent
15.3

Dinh dng

30

22.9

22.9

38.2

Hng v

33

25.2

25.2

63.4

Khong nong

48

36.6

36.6

100.0

131

100.0

100.0

Bao b

Total

HA
I LO
NG SA
N PHA
M M A
N LIE
N OMACHI
15.3%
36.6%

22.9%

25.2%
Bao b

Dinh d
ng

Khng hi lng
- 22 -

Hng v

Kho
ng no
ng

MARKETING RESEARCH

NCMK2B

Khong hai long ve Omachi

Frequency
Valid

Valid Percent
5.3

Cumulative
Percent
5.3

Bao b

Percent
5.3

Dinh dng

5.3

5.3

10.7

Gia

72

55.0

55.0

65.6

Hng v

13

9.9

9.9

75.6

Khuyen mai

32

24.4

24.4

100.0

131

100.0

100.0

Total

KHO
NG HA
I LO
NG SA
N PHA
M M A
N LIE
N OMACHI
5.3%

24.4%

5.3%

9.9%
55.0%

Bao b

Dinh d
ng

Gia Hng v

- 23 -

Khuyen mai

MARKETING RESEARCH

NCMK2B

17. kin ng gp nng cao cht lng M n Lin Omachi.

Y k ie n o n g g o p c h o O m a c h i

Va lid

C u m ula tive
Fr e q u e n cy P e rce n t Va lid P e r ce n t P e rce n t
a m c gia h p l
65
4 9.6
49 .6
4 9 .6
T a n g h ng v , d in h d n g3 0

2 2.9

22 .9

7 2 .5

T a n g kh u ye n m a i

36

2 7.5

27 .5

1 0 0 .0

1 31

1 0 0.0

1 00 .0

T o ta l

YKIE
N O
NG GO
P CHOSA
N PHA
M M A
N LIE
N OMACHI

27.5%

49.6%

22.9%
a m
c giahp l

Ta
ng hng v, dinh d
ng

- 24 -

Ta
ng khuye
n ma
i

MARKETING RESEARCH

NCMK2B

V. KT LUN V KIN NGH

1. KT LUN
M n Lin ngi tiu dng ang s dng.
Th trng M n Lin hin nay ang c kh nhiu nhn hiu cnh tranh khc lit,
c nhiu i th cnh trnh trn th trng nh: Ho Ho, Hong Gia, Gu ,
Ngi tiu dng cng c xu hng mua sn phm M n Lin nhng ni Tp
Ha, Siu th l cao nht.
Qua nh gi v mc hi lng ca ngi tiu dng v hng v, bao b, tin li
c th rt ra:
Ngi tiu dng nhn chung hi lng v hng v, nhng mc hi lng mc tm
cha c cao lm.
i vi cc hnh dng bao b th ta thy, ngi tiu dng cng hi lng v cc bao b,
nhng ch mc l bnh thng cha c ch trng hay cao.
Tnh tin li ca sn phm c ngi tiu dng cng nh gi mc cao, c bit l ni
bn sn phm d mua c sn phm.
i vi mt sn phm M n Lin, th ngi tiu dng cho rng mt mc gi hp
l l nm vo khong t 2500-3500.
Ngi tiu dng cn nh gi cao v bao b sn phm, nhng bao b phi cung cp
tt c cc thng tin r rng.
Cc nhn t m ngi tiu dng quan tm nht khi chn mua mt sn phm M n
Lin nh Gi C, Hng v, Dinh dng, Nhn hiu bao b.
Ngun thng tin m ngi tiu dng nhn c nhiu nht t Qung co truyn
hnh, gii thiu ca ngi khc hay l ca hng bn l. Trong cc ngun thng tin th
ngi tiu dng cho l ngun thng tin ngi khc gii thiu l ng tin tng nht.
i vi cc chng trnh khuyn mi, th ngi tiu dng thch khi mua sn phm
M n Lin c tng sn phm km theo hoc l bc thm trng thng.
M n Lin Omachi.
i vi sn phm M Omachi ngi tiu dng hi lng v Hng v ca sn
phm, i Bao b th bnh thng cha gy n tng nhiu, tnh tin li cng c nh
gi cao.
Ngun thng tin bit n sn phm a s l t: Qung co truyn hnh, gii
thiu ca ngi khc, ca hng bn l.
S lng sn phm m Omachi m ngi tiu dng thng mua l t 1-4 gi.
Ngi tiu dng hi lng v sn phm m Omachi a s l: khng nng, hng v
ngoan. Ngoi ra, ngi tiu dng cn nh gi l sn phm m Omachi gi cn cao, cc
chng trnh khuyn mi qu t.
2. KIN NGH
Sn phm
Cng ty nn ci tin bao b, thit k mt bao mi nhng vn gi c nhng nt
truyn thng, mu sc phi c kt hp hi theo mt quy bt mt. Ngoi ra, bao b sn
phm cn cn phi ghi r nhng thng tin v sn phm nh: hm lng dinh dng, ngy
sn xut, hn s dng, cch s dng, thi gian s dng hp l.
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MARKETING RESEARCH

NCMK2B

V hng v ca sn phm cng ty nn duy tr tt v c nh gi cao, ngoi ra

cng ty cn phi m rng thm hng v sn phm Omachi na, hin nay m Omachi ch
c 4 hng v.
Gi sn phm
Gi sn phm ngi tiu dng cho l cn cao. Nn cng ty cn c mt chin lc
nh gi li gi thnh ca sn phm hp l hn vi cc thnh phn lao ng trong x
hi.
Kin ngh chung
M rng cc chng loi sn phm khc nhau vi nhiu mc gi ngi tiu dng
c th la chn d dng hn. Sn phm c th cnh vi nhiu sn phm trn th trng.
Truyn thng l phng tin m ngi tiu dng nhanh chng bit n sn phm.
Nhng cc chng trnh qung co cn phi thit thc v ng tin cy cao, v y l thc
phm.
Tng cng cc chng trnh khuyn mi nh l: tng km sn phm, co trng
thng, rt thm trng thng.
VI. PH LC

Phiu iu tra
BNG CU HI KHO ST TH TRNG M N LIN
OMACHI
Xin knh cho qu v !
Chng ti l nhm sinh vin ca i Hc Cng Nghip TP.HCM. Hin nay, chng ti
ang nghin cu v Mc hi lng ca ngi tiu dng i vi cc sn phm m
n lin Omachi. Rt mong nhn c s gip ca anh/ch. Thng tin anh/ch cung
cp c ngha rt ln vi s thnh cng ca bi nghin cu. Chng ti xin cam kt v
tnh bo mt thng tin ca ngi c phng vn v ch phc v cho mc ch nghin
cu. Xin trn thnh cm n.
NI DUNG:
1a. Anh (ch) ngh n nhn hiu no u tin khi nghe n sn phm m n lin?
(c th chn nhiu cu tr li)
1b. Anh (ch) s dng sn phm nhn hiu no? (c th chn nhiu cu tr li)
1c. Anh (ch) ang s dng sn phm ca nhn hiu no? ( c th chn nhiu cu
tr li)

Nhn hng
1. Omachi

Nhn hiu bit n s dng

- 26 -

ang s dng

MARKETING RESEARCH

NCMK2B

2. Ho ho

3. A-One

4. Hong Gia

5. Gu

6. Tm Chua
Cay

7. Nong-Shin

8. Sn phm
khc

2. Anh (ch) thng mua sn phm M n Lin u? (c th chn nhiu cu tr

li)
. Tp ha
. Ch
. Siu th
. i l
. Khc
3. Anh(ch) hy nh gi mc hi lng ca mnh i vi loi M n Lin ang
dng theo cc tiu ch di y:
Mc Rt khng
hi lng
Tiu ch
Hng v

Bao b

Tin li

Khng hi
lng

Bnh thng Hi lng

Rt hi
lng

4. Anh(ch) c kin g v kiu dng bao b hay khng?

..................................................................................................................................
..................................................................................................................................

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MARKETING RESEARCH

NCMK2B

5. Theo Anh(ch), gi ca loi M n Lin Anh(ch) ang s dng? (chn mt cu

tr li)
. Rt t
. t
. Ph hp
. R
. Rt r
6. Vi trng lng l 85gr, theo Anh(ch) gi ca 1 gi M n Lin nh th no l
hp l? (chn mt cu tr li)
. Nh hn 2.500
. 2.500-3.000
. 3.000-3.500
. 3.500-4.000
. Trn 4.000
7. Anh(ch) bit v M n Lin ang s dng t ngun thng tin no? (c th
chn nhiu tr li)
. Qung co truyn hnh
. C ngi gii thiu
. Ca hng bn l
. c tip th
. Bo, tp ch
.Khc: ..........................................

8. Theo Anh(ch) u l ngun thng tin ng tin cy nht? (chn mt cu tr

li)
. Qung co truyn hnh
. C ngi gii thiu
. Ca hng bn l
. c tip th
. Bo, tp ch
.Khc: ..........................................
9. Anh(ch) c thng xem qung co v loi M n Lin anh(ch) ang s dng
trn ti vi khng? (chn mt cu tr li)
. Khng thng xuyn
. Thng xuyn

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MARKETING RESEARCH

NCMK2B

10. Anh(ch) hy cho bit cm nhn ca mnh v qung co theo

cc tiu ch di y?
Mc
ng
Khng ng
Tiu ch
n tng

Trung thc

11. Theo Anh(ch) khi mua sn phm M n Lin, nhng nhn t no l anh(ch)
quan tm?
Khng quan tm(1)
Rt quan tm(7)
Nhn t
1
2
3
4
5
6
7
1. Gi c

2. Dinh dng

3. Si m dai

4. Hng v

5. Nhn hiu, bao b

6 Khuyn mi

7. Thun tin khi mua

12. Anh(ch) thch hnh thc khuyn mi no nht ca loi M n Lin Anh(ch)
ang s dng? (chn mt cu tr li)
. Gim gi
. Tng thm sn phm
. Bc thm/ quay s trng thng
. Khc ..

13. Anh(ch) nh gi v M n Lin Omachi nh th no theo cc tiu

ch sau?
Mc Rt khng Khng hi
hi lng
lng
Tiu ch
Hng v

Bao b

Tin li

- 29 -

Bnh
thng

Hi lng

Rt hi
lng

MARKETING RESEARCH

NCMK2B

14. Anh(ch) bit v M n Lin Omachi t ngun thng tin no? (c th chn
nhiu tr li)
. Qung co truyn hnh
. C ngi gii thiu
. Ca hng bn l
. c tip th
. Bo, tp ch
.Khc: ..........................................
15. S lng M n Lin Omachi anh(ch) thng mua? (chn mt cu tr li)
. 1-2 gi
. 2-4 gi
. 5-8 gi
. C thng
. Khc
16. Anh(ch) c nhn xt g v M n Lin Omachi ang s dng?
Hi lng:....................................................................................................................
Khng hi lng:.........................................................................................................
17. Anh(ch) c kin g ng gp nng cao cht lng M n Lin Omachi?
..................................................................................................................................
THNG TIN C NHN
H v tn:.....................................................................in thoi:..............................
a ch:..........................................................................
tui:
. 18-25
. 26-35
. 36-45
. Trn 45
Gii tnh:

. Nam

. N

Thu nhp c nhn (trung bnh thng):

. Khng
. Di 1 triu . 1-2 triu
Ngh nghip:
. Nhn vin vn phng
. HS-SV

. Cng nhn
. Bn hng

- 30 -

. 2-4 triu

. Trn 4 triu

. Ni tr
. Ngh khc

MARKETING RESEARCH

NCMK2B

Mt ln na cm n Anh(ch) rt nhiu v gip chng ti hon thnh bng cu

hi ny. Chc Anh(ch) lun thnh cng v vui v trong cuc sng!

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MARKETING RESEARCH
NCMK2B

- 32 -