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De Cuong Nghien Cuu
De Cuong Nghien Cuu
3.1.1.1 nh gi sn phm:
Nagle v Holden (2002) v Monroe (2003), dn theo Breidert (2005), cho rng
nh gi l mt trong nhng yu t quan trng nht trong marketing hn hp. N l
yu t duy nht sn sinh ra thu nhp. Gi mt sn phm (l hng ha hay dch v)
c a ra tng tc mnh m vi hu ht cc yu t khc ca marketing hn hp
nh: qung co v khuyn mi, phn phi
M
P=
G
trong :
- P: gi.
- M: Lng tin hoc hng ha/ dch v m ngi bn nhn c.
- G: Lng hng ha/ dch v m ngi mua nhn c.
nh gi sn phm da vo gi tr nhn c
3.1.1.2 Gi ti a:
3.1.1.3 Gi hn ch:
Theo Breidert (2005), khi mua sm mt sn phm, khch hng sn lng chi
tr bao nhiu ph thuc vo gi tr kinh t nhn c v mc hu dng ca sn
phm. Hai gi tr xc nh mc gi mt ngi sn lng chp nhn l mc gi hn
ch v mc gi ti a. Ty thuc nhn nh ca khch hng khi mua sn phm l
sn phm d nh mua khng c sn phm thay th th c c hu dng ca
sn phm, khch hng sn sng chi tr khon tin cao nht l mc gi hn ch; hoc
sn phm thay th ca sn phm d nh mua c gi tr kinh t thp hn mc hu
dng th mc gi cao nht khch hng chp nhn chi tr bng vi gi tr kinh t ca
sn phm thay th l mc gi ti a. Mc sn lng chi tr c nh ngha l mc
gi cao nht mt c nhn sn sng chp nhn chi tr cho mt hng ha hoc dch v.
Theo Turner, Pearce v Bateman, (1995), dn theo Phan nh Hng, 2011
cho rng mc sn lng chi tr o cng a thch ca mt c nhn hay x hi i
vi mt th hng ha . o lng mc tha mn khi s dng mt hng ha no
trn th trng c bc l bng mc gi sn lng chi tr ca h i vi mt
hng .
O Th ng d sn xutQ* Q
Ngun: Mankiw (2003)
Phn th ng d ca nh sn xut l chnh l ch gia tng doanh thu (di n tch
hnh P*MQ*O) v tng chi ph (di n tch hnh P2MQ*O), l di n tch tam gic
P2MP*.
i vi ngi tiu dng, h nhn c li ch (quy ra tin) khi mua 1 sn
phm A bng ng s tin h bng lng b ra mua n. Nh vy, ti hnh 2, khi
ngi tiu dng mua Q* sn phm A th li ch h nhn c l din tch hnh
OP1MQ*. Chi ph thc t b ra mua Q * sn phm A l din tch hnh P *MQ*O.
Li ch rng m ngi tiu dng nhn c khi s dng sn phm A l di n tch
tam gic P*MP1. Li ch rng ny chnh l thng d tiu dng. Thng d tiu dng
l s chnh lch gia li ch ca ngi tiu dng nhn c khi tiu dng hng ha
v nhng chi ph thc t c c li ch .
Ngi tiu dng thng chi tiu cho sn phm A h mun tiu dng vi mc
gi th trng l P*. Tuy nhin, ty thuc s thch tiu dng ca c nhn ngi tiu
dng, h chp nhn chi tiu vi mc gi cao hn gi th trng c c sn
phm A. Ti hnh 2, mc gi cao nht ngi tiu dng chp nhn b ra mua sn
phm A l P1. Nh vy, mc sn lng chi tr (WTP) chnh l biu hin s thch tiu
dng, l thc o s tha mn ca khch hng. Ngi tiu dng mua Q * sn phm
A vi gi tr ca mi n v sn phm A chnh l gi tr ca sn phm cui cng l
Q*. Ngi tiu dng c hng thng d tiu dng v h ch phi tr mt lng
gi tr l Q* ng u cho tng n v hng ha mua. Theo quy lut v hu dng
cn bin gim dn, mc tha mn ca khch hng khi tiu dng sn phm A
gim dn t n v sn phm th 1 n n v sn phm th Q *. Mc tha dng
thng d ngi tiu dng s nhn c t n v sn phm th 1 n n v sn
phm th Q*-1. Do vy, ng cu c m t ging nh ng sn lng chi tr ca
trong :
sn phm.
mua sn phm.
vi $TAX: mc gia tng thu thu nhp hng nm i tng kho st b yu cu tr;
SCOPE: im phn trm gia tng khi tham gia, FIRST: bin gi ch ra rng kch bn
gii tr v th thao c gii thiu trc, MALE: gii tnh (nam hoc n), RURAL:
khu vc sng, INCOME: thu nhp hng nm cc h gia nh, MORAL: l bin t
l ch s gia tng n nh o c khi s dng tin c cc gy qu chng
trnh gii tr v th thao. Kt qu kho st c tnh mc sn lng chi tr c tnh
hng nm l 18.33$ trn mt h dn ti Alberta (Canada) cho vic nng cp nh cc
chng trnh gii tr v th thao khng chuyn vt xa mc sn lng chi tr c
tnh ca cc h gia nh ti M trnh gy tn hi cho cc i tuyn th thao tham
gia gii chuyn nghip. Bn cnh , nghin cu cng nh n xt cc tiu chun o
c c cc khng nh hng n mc sn lng chi tr ca ngi dn.
WTP = 1.7758 + 0.6180 Gen + 0.1062 Edu + 0.0028 Inc + 0.4972 D 1 + 0.5183 D2 +
0.7770 D3 + 0.2753 D4 + 0.0282 Age - 1.0042 Nf
WTP = f(GT, TUOI, KV, THV, NN, SN, L, TTN, NGN, LN, NT)
C S VT CHT
TUI
GING VIN
NGH NGHIP Mc sn lng chi tr
hc ph ca hc vin
CHNG TRINH
THU NHP i vi chng trnh O TO
o to thc s trong
KHU VC SNG nc HOT NG QUN L
CUA NH TRNG
S li u th cp c s dng l s li u c sn ca cc khoa/ vi n o to
sau i hc ti cc trng i hc thu c phm vi nghin cu. Bn cnh l s li u
thu th p c qua sch, bo, tp ch, cc nghin cu trc v thng tin trn mng
internet. Cc s li u cn thu th p nh: quy m o to, ngnh ngh o to,
chng trnh o to, hc ph hng nm, thc trng o to thc s...
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Ting Anh
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