KHO ST V TH TRNG C PH BT

HA TAN NM 2013
Thi gian kho st: 01.01 10.01.2013
Da trn danh sch thnh vin Vinaresearch

Ngy thc hin: 10.05.2013

i ng thc hin: Nhn vin nghin cu W&S
THI QUEN S DNG C PH BT
HA TAN CA NGI TIU DNG
VIT NAM
A. Thng tin nghin cu
Phng php kho st : Nghin cu trc tuyn
Thi gian kho st : 01.01 10.01.2013
S mu kho st : 396

a im kho st : H Ni v H Ch Minh
i tng kho st : Nam v N t 18 40 tui
Mc tiu nghin cu
Nhn bit nhn hiu c ph ha tan
Khm ph thi quen s dng c ph bt ha tan
nh v v phn khc cc nhn hiu c ph ha tan trn th trng.

Phng php chn mu : nh mc

Nam N
18 - 22 tui 23 - 29 tui 30 - 40 tui 18 - 22 tui 23 - 29 tui 30 - 40 tui

H Ch Minh 33 33 33 33 33 33

H Ni 33 33 33 33 33 33
B. Tm tt kho st
1. Nhn bit ng nhn hiu
G7 l nhn hiu c ph ha tan dn u v t l nhn bit ng ca i tng c nghin cu, c th:
Nam gii c t l nhn bit cao hn n gii trong c 3 nhn bit: Nhn bit u tin, Ton b nhn bit
khng tr gip, Ton b nhn bit.
61.1% p vin ti H Ni nhn bit trong tm tr Nhn bit u tin v sn phm G7 trong khi t l
ny ti H Ch Minh ch t 35.9%.
i tng thuc nhm 30 40 tui c t l Nhn bit u tin cao hn cc nhm tui cn li (50.8%) tuy
nhin Ton b nhn bit ca nhm 18 22 tui mi l tt nht (99.2%).

2. Nhn bit sai nhn hiu

Mt t l khng nh p vin nhn bit sai v nhn hiu c ph ha tan gia thng hiu cng ty v
nhn hiu c ph ha tan. Trong , t l nhn bit sai cao nht vi Trung Nguyn v v tr tip theo l
Nestle.
19.2% p vin nhn bit Trung Nguyn nh l nhn hiu c ph ha tan trong khi Nestle ch t 8.6%.
T l p vin n nhn bit sai v Trung Nguyn cao hn nam gii tng ng vi t l 22.2% v 16.2%.
Khu vc H Ch Minh c t l ngi nhn bit sai v Trung Nguyn cao hn H Ni tng ng 19.7% v
18.7%.
Nhm p vin tui 23 29 nhn bit sai v thng hiu Trung Nguyn cao hn cc nhm tui cn
li. ng thi y cng l nhm tui nhn bit sai v Nestle cao hn cc nhm tui khc trong Ton b
nhn bit khng tr gip.
A. Tm tt kho st
3. T l ngi s dng hin ti
Nu G7 l nhn hiu c t l ngi s dng ti thi im hin ti cao nht (26.3%) th Vinacaf v
Nescaf l nhn hiu 2 nhn hiu s dng nhiu tip theo vi t l tng ng 22.8% v 21.7%.
Nam gii s dng sn phm G7 (50.4%) v Vinacaf (55.5%) cao hn n gii. Ngc li, n s dng
Nescaf nhiu hn nam.
T l p vin s dng 3 nhn hiu G7, Nescaf, Vincafe cao nht ti H Ch Minh v tui s dng 3
nhn hiu ny cao nht l nhm 18 22 tui.

4. Loi sn phm s dng

87.1% p vin s dng c ph ha tan 3in1 nh l loi thng ung nht hin nay.
Trong , c ph G7 3in1, Nescaf 3in1 v Vinacaf 3in1 c ph sa l 3 nhn hiu c a dng vi t
l ln lt 41.7%, 22.6%. 12.2%
Gia nam v n c s chnh lch v t l ngi dng c ph ha tan 3in1. Trong khi nam gii s dng G7
3in1 (46.5%) cao hn th n gii c xu hng s dng Nescaf 3in1 (25.0%) v Passiona (4.8%) cao hn
nam.
Nu H Ni s dng cao hn H Ch Minh v sn phm G7 3in1 (47.2%) v Passiona (4.5%) th H Ch
Minh s dng Nescaf 3in1 (27.8%) v Vinacaf 3in1 c ph sa nhiu hn (16.6%).
c bit, nhm 23 29 tui s dng Nescaf 3in1 (25.0%) v Passiona (6.7%) cao hn so vi cc nhm
tui cn li mc d G7 3in1 vn l nhn hiu c dng nhiu nht ti cc nhm tui.
A. Tm tt kho st
5. Lng dng:
96.5% p vin s dng t nht 1 gi / 1 ln s dng. i vi mc s dng 1 gi / 1 ln th:
Nam gii s dng nhiu hn n gii (50.7%). Khu vc H Ni dng nhiu hn H Ch Minh (50.1%).
Nhm tui s dng nhiu nht t 23 40 tui (ng chim 33.5%).

6. Mc s dng:
Hn mt na kin p vin cho bit mc s dng c ph ha tan thng nm trong khong 1 2
ln / ngy (51.5%).
Ti mc 1 2 ln / ngy n gii nhiu hn nam gii (51.5%), i tng ti H Ch Minh c mc
s dng cao hn khu vc H Ni (56.4%) v tui 30 40 cao hn nhm tui cn li (37.7%).

7. Cch thc s dng:

Ngi tiu dng nh gi cao cch thc Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng
(67.5%) v Thm sa (35.4%) khi s dng c ph ha tan.
Nam gii c xu hng thch s dng thc ung ny khi cn nng, trong khi n gii li thch thm vo
khi cn nng s dng (31.8%).
Nu p vin ti H Ni thch thm khi cn nng (28.8%) th p vin H Ch Minh thch thm khi
ngui (30.8%). Ngoi ra, vic pha Thm sa (33.3%) c a chung ti H Ch Minh khi Gi
nguyn v c ph, khng thm bt k ph liu no (35.4%) l cch thc a chung ti H Ni.
Gia 3 nhm tui khng qu khc bit v cch thc s dng c ph bt ha tan.
A. Tm tt kho st
8. Mc ch s dng:
Bnh qun 10 ngi tham gia kho st th khong 7 ngi cho bit mc ch ung c ph ch yu l
Mun chng bun ng
Ngoi 2 mc ch Mun chng bun ng v Cn s tp trung th n gii cn dng c ph ha tan vo
Nhng lc c tm trng bun chn (40.9%), trong khi nam gii nh gi khng cao yu t ny (26.3%).
Trn 50% kin p vin ti H Ni cho cho bit s dng c ph Gii ta cng thng (54.0%) trong
khi ch c 37.4% p vin ti H Ch Minh ng vi quan im ny.
Tng hng phn tinh thn l mc ch c nhm 23 29 tui nh gi cao hn hai nhm cn li
(51.5%).
9. L do s dng:
3 l do c nh gi cao nht khi s dng c ph ha tan ca ngi dng phi k n Hng thm
hp dn (72.0%), Cch thc pha ch d dng (70.2%) v Khng mt nhiu thi gian pha ch (67.4%).
L do s dng c ph ha tan gia nam v n, khu vc v cc nhm tui nghin cu khng qu khc bit
nhau.
10. Nhn nh ca ngi tiu dng v c ph ha tan:
Khi nhc n c ph ha tan, ngi tiu dng thng nh gi y l sn phm Tin dng (4.43 im),
Dng ung hng ngy (4.18 im), Cn cho s tnh to tc thi (4.14 im), Dnh cho gii vn
phng (4.05 im).
A. Tm tt kho st
11. nh v 3 nhn hiu G7, Nescaf, Vincafe trn th trng:
G7 c nh v nh l nhn hiu c ph Cao cp trong khi Nescaf v Vinacaf c nh v nh l
nhn hiu c ph ha tan Bnh dn.
Mi nhn hiu u c nh v vi cc tnh cht c th nh sau:
G7: c nh v nh l Nhn hiu quc t, Nhn hiu ni ting, Cht lng tt, Nhiu dng sn
phm a dng.
Nescaf: c nh v nh l Nhn hiu Bnh dn, Nhn hiu quc t, Gi c ph hp
Vinacaf: c nh v nh l Nhn hiu c ph Vit, Nhn hiu bnh dn, Gi c ph hp, Cht
lng tt v Nhn hiu ni ting.

12. 5 nhn t nh hng n vic mua c ph ha tan:

5 nhn t nh hng n quyt nh mua c ph ha tan ca ngi tiu dng: Gi c, Dch v khch
hng, Phn phi, Qung co sn phm v Cht lng sn phm. Trong yu t Cht lng sn phm
c nh gi cao nht so vi cc yu t cn li (4.40 im).
Vi yu t Cht lng sn phm th n gii chim t l cao hn nam gii. Tng t, t l H Ni
cng cao hn H Ch Minh. Khi xt v tui th kt qu cho thy tui cng tng th t l ch trng
n vn cht lng khi mua cng cao.
A. Tm tt kho st
13. Phn khc tiu dng c ph ha tan:
C 4 phn khc nhm tiu dng c ph ha tan nh sau:
Nhm quan tm cht lng sn phm
Nhm quan tm dch v khch hng
Nhm quan tm gi c v phn phi
Nhm quan tm qung co sn phm

Nhm quan tm cht lng sn phm:

T l nam v n kh bng nhau chim t l ln lt l 52.0% v 48.0%.
p vin trong nhm ny ti khu vc H Ni chim 55.0% v H Ch Minh thp hn mt t vi 45.0% .
Trong nhm ny c s phn b theo tui nh sau: 18 22 tui chim 37.0%, 23 29 tui chim 29.0%
v 30 40 tui chim 34.0%.
Nhm quan tm dch v khch hng:
Trong ni b nhm quan tm dch v khch hng nam chim 53.6%. Trong khi , n chim t l thp
hn mt t vi 46.4%.
Nu xt v khu vc th t l t c kh u vi H Ni 50.5% v H Ch Minh 49.5%.
Bn cnh , trong nhm ny tui 23 - 29 chim t l cao nht vi 37.1%. Trong khi , hai nhm cn
li l 18 22 tui v 30 40 tui chim t l ln lt l 33.0% v 29.9%.
A. Tm tt kho st
13. Phn khc tiu dng c ph ha tan:
Nhm quan tm gi c v phn phi:
Vi nhm quan tm gi c v phn phi t l ngi n chim kh cao vi 57.2%. Trong khi , nam ch
chim 42.8%.
Trong ni b nhm c s cn bng gia H Ni v H Ch Minh vi t l tng ng l 49.3% v 50.7%.
Hai nhm 23 29 tui v 30 40 tui u chim t l l 36.2%. Trong khi , nhm 18 22 tui chim
t l nh hn vi 27.6%.
Nhm quan tm qung co sn phm:
T l nam trong nhm quan tm n qung co chim n 61.7%. Trong khi , t l n ch chim 38.3%.
p vin khu vc H Ni chim 40.4%, cn 59.6% cn li l nhm p vin ca H Ch Minh.
18 22 tui chim t l n 44.7% trong nhm quan tm n qung co. Trong khi , nhm 23 29 tui
v nhm 30 40 tui chim t l thp hn tng ng l 25.5% v 29.8%.
C. Bo co chi tit
PHN I: NHN BIT
NHN HIU
PHN I NHN BIT NHN HIU
G7, Nescaf v Vinacaf l 3 nhn hiu c t l nhn bit tt nht

Khi nhc n cc nhn hiu c ph ha tan ti Vit Nam, 97.0% p vin u nh n nhn hiu G7 ca Trung Nguyn. Nhn hiu
ny tip tc chim u th ti Nhn bit u tin vi t l 48.5%. Hai nhn hiu tip theo khng km cnh so vi G7 l Vinacaf
v Nescaf vi t l ln lt l 92.4% v 91.2%

Hnh 1: Nhn bit u tin Theo tng th

Nhn bit u tin Tng nhn bit khng tr gip Tng nhn bit
97.0
91.2 92.4

65.9
61.1 Nhn bit khng ng
59.6
48.5
39.4

21.2 22.7 19.7

14.1 13.4 19.2
6.6 8.4 11.1 8.6
4.8 3.8
0.3 1.3 0.3 1.3 1.1

G7 Nescaf Vinacaf MacCoffee Passiona Rockcafe Highland Khc Trung Nestle

Nguyn

Q. Khi nhc n C ph bt ha tan, vui lng cho bit bn nh ngay n nhn hiu no? [SA] n=396
Q. Vui lng cho bit bn cn nh n nhn hiu no khc na khng ngoi nhn hiu k trn? [MA] n = 396 VT: (%)
Q. Vui lng cho bit tt c nhng nhn hiu m bn bit sau y, ngoi nhng nhn hiu k trn? [MA] n=396
PHN I NHN BIT NHN HIU
Gia nam v n c s khc bit nhau trong vic nhn bit nhn hiu

Trong khi nam gii t t l Tng nhn bit nhn hiu G7 ln n 98.0%, th n gii li nhn bit Vincaf tt hn, chim
97.5%. Tuy nhin, khi xt v Tng nhn bit khng tr gip, th Nescaf chim t l cao nht n gii (67.7%), trong khi
nam gii vn l G7 vi 54.0%.

Hnh 1.1: Nhn bit nhn hiu - Nam gii

Nhn bit u tin Tng nhn bit khng tr gip Tng nhn bit
98.0
87.9 87.4
68.7 56.6
54.0 54.5
35.4 Nhn bit khng ng
19.7 13.6 19.7 16.2
12.1
10.1
0.5 5.1 7.5 9.6 11.6 3.0 8.6
1.0 1.0
G7 Nescaf Vinacaf MacCoffee Passiona Rockcafe Highland Khc Trung Nguyn Nestle

96.0 94.4 97.5 Hnh 1.2: Nhn bit nhn hiu - N gii
63.1 67.7 62.6
43.4
42.9 31.8
22.7 18.2 19.7 22.2
14.6 8.6
2.5 4.5 0.5 1.5 1.0 5.5 7.1 10.6 4.5

G7 Nescaf Vinacaf Passiona MacCoffee Rockcafe Highland Khc Trung Nguyn Nestle

Q. Khi nhc n C ph bt ha tan, vui lng cho bit bn nh ngay n nhn hiu no? [SA] n=396
Q. Vui lng cho bit bn cn nh n nhn hiu no khc na khng ngoi nhn hiu k trn? [MA] n = 396 VT: (%)
Q. Vui lng cho bit tt c nhng nhn hiu m bn bit sau y, ngoi nhng nhn hiu k trn? [MA] n=396
PHN I NHN BIT NHN HIU
G7 l nhn hiu c ph ha tan c nhn bit kh tt ti H Ni

Xt v Nhn bit u tin, G7 t t l cao hn hn so vi cc nhn hiu cn li ti H Ni (61.1%) tuy nhin li khng qu cao
so vi 2 nhn hiu Nescaf v Vinacaf ti H Ch Minh. Bn cnh t l nhn bit ng nhn hiu, th cc i tng ti H Ch
Minh c t l nhm ln v thng hiu Trung Nguyn v Nestle u cao hn i tng H Ni.

Hnh 1.3: Nhn bit nhn hiu - H Ch Minh

Nhn bit u tin Tng nhn bit khng tr gip Tng nhn bit
96.0 92.4 92.9

56.6 66.2 64.1 Nhn bit khng ng

26.3 34.3
35.9 28.8 24.7 19.7
15.2
18.7 1.0 2.0 1.0 4.0 6.1 11.6 5.1 10.1
0.5
G7 Nescaf Vinacaf Passiona MacCoffe Rockcafee Highland Khc Trung Nestle
Nguyn

98.0 Hnh 1.4: Nhn bit nhn hiu - H Ni

89.9 91.9
75.3
56.1 55.1
61.1 44.4
19.2 14.6
7.6 11.6 10.6 10.6 18.7
13.6 9.6 2.5 7.1
0.5 1.5 1.5 2.0 9.0

G7 Nescaf Vinacaf MacCoffe Passiona Rockcafee Highland Khc Trung Nestle

Nguyn

Q. Khi nhc n C ph bt ha tan, vui lng cho bit bn nh ngay n nhn hiu no? [SA] n=396
Q. Vui lng cho bit bn cn nh n nhn hiu no khc na khng ngoi nhn hiu k trn? [MA] n = 396 VT: (%)
Q. Vui lng cho bit tt c nhng nhn hiu m bn bit sau y, ngoi nhng nhn hiu k trn? [MA] n=396
PHN I NHN BIT NHN HIU
G7 tip tc l nhn hiu c ph ha tan c nhn bit kh tt i vi c 3 nhm tui

Nhn hiu G7 c trn di 50% p vin cc nhm tui Nhn bit u tin khi nhc n c ph ha tan ti Vit Nam. Nhn
hiu ny cng chim t l phn trm v Tng nhn bit cao nht trong cc nhm tui.

Hnh 1.5: Nhn bit nhn hiu T 18 22 tui

99.2
Nhn bit u tin Tng nhn bit khng tr gip Tng nhn bit
88.6 93.2
66.7 64.4 55.3 Nhn bit khng ng
47.7 27.3 29.5
18.9
28.0 11.4 1.5 8.3
6.1
8.3 10.6 18.9 2.3 4.5
0.8 4.5

G7 Nescaf Vinacaf Passiona MacCoffee Rockcafe Highland Khc Trung Nguyn Nestle
97.7 92.4 92.4 Hnh 1.6: Nhn bit nhn hiu - T 23 29 tui
66.7
59.8 60.6
28.0 36.4
47.0 19.7 21.2
20.5 12.1 9.2 12.2 11.4 6.8 9.8
2.3 3.8 1.5 14.4 2.3

G7 Nescaf Vinacaf Passiona MacCoffee Rockcafe Highland Khc Trung Nguyn Nestle

93.9 92.4 91.7

Hnh 1.7: Nhn bit nhn hiu - T 30 40 tui
64.4 62.9 52.3
59.1
50.8 20.5 17.4 17.4
15.2 18.9 6.1 0.812.9 0.8 0.8 0.8 4.6 11.4 11.4
0.8 4.6 2.3
G7 Nescaf Vinacaf MacCoffee Passiona Rockcafe Highland Khc Trung Nguyn Nestle
Q. Khi nhc n C ph bt ha tan, vui lng cho bit bn nh ngay n nhn hiu no? [SA] n=396
Q. Vui lng cho bit bn cn nh n nhn hiu no khc na khng ngoi nhn hiu k trn? [MA] n = 396 VT: (%)
Q. Vui lng cho bit tt c nhng nhn hiu m bn bit sau y, ngoi nhng nhn hiu k trn? [MA] n=396
PHN II: THI QUEN S
DNG SN PHM
1. Mc ung (1)
93.4% p vin ung c ph ha tan t nht 2 3 ln / ngy

Trong , mc ung ph bin nht ca cc p vin kho st khong t 1 2 ln / ngy, chim 51.5% tng ngi
tham gia kho st.

Hnh 2: Mc ung

51.5

17.4 24.5

0.8
5.8

5 ln / ngy tr ln 3 - 4 ln / ngy 1 - 2 ln / ngy 4 - 6 ln / tun 2 - 3 ln / tun

VT: (%)
Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306
1. Mc ung (2)
Mc ung t 1 2 ngy chim t l cao nht c nam v n

Gia nam v n c mt t khc bit v tn sut s dng c ph ha tan. Trong khi, n gii s dng c ph ha tan mc
4 6 ln / tun v 1 2 ln / ngy cao hn, th nam gii c mc s dng t 2 3 ln / tun (25.8%) nhnh hn
ngi n (23.2%).

Hnh 2.1: Mc ung Gii tnh

5 ln / ngy tr ln 3 - 4 ln / ngy 1 - 2 ln / ngy 4 - 6 ln / tun 2 - 3 ln / tun

Nam 1.5 6.6 50.0 16.2 25.8
N 0.0 5.1 53.0 18.7 23.2

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306 VT: (%)
Q. Vui lng cho bit gii tnh ca bn? SA n=306
1. Mc ung (3)
1 2 ln / ngy v 2 3 ln / tun l 2 mc ung cao nht i vi ngi c hi c 2 khu vc

Khi so snh v cc mc ung gia 2 khu vc, p vin ti H Ch Minh c mc ung t 1 2 ln / ngy cao hn
H Ni (58.1% v 44.9%). Trong khi , vi mc 2 3 ln / tun v 4 6 ln / tun th i tng ti H Ni chim
t l cao hn.

Hnh 2.2: Mc ung Tnh thnh

5 ln / ngy tr ln 3 - 4 ln / ngy 1 - 2 ln / ngy 4 - 6 ln / tun 2 - 3 ln / tun

H Ch Minh 0.0 6.1 58.1 16.7 19.2
H Ni 1.5 5.6 44.9 18.2 29.8

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306 VT: (%)
Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=306
1. Mc ung (4)
1 2 ln / ngy l mc ung ph bin tt c tui. Tuy nhin, tui 30 40 chim t
l ny cao nht vi 58.3%
Khong 45.5% ngi nhm 18 22 tui c mc ung thng xuyn nht 1 2 ln / ngy v c xu hng tng dn
theo tui. Ngc li, mc ung 2 3 ln / tun c t l gim dn t nhm tui 30 40 tui n 18 22 tui.

Hnh 2.3: Mc ung tui

18 - 22 tui 23 - 29 tui 30 - 40 tui

5 ln / ngy tr ln 0.8 0.8 0.8
3 - 4 ln / ngy 6.1 7.6 3.8
1 - 2 ln / ngy 45.5 50.8 58.3
4 - 6 ln / tun 17.4 15.9 18.9
2 - 3 ln / tun 30.3 25.0 18.2

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=306
2. Nhn hiu hin ti ang s dng (1)
C n 70.5% p vin hin ti ang s dng cc sn phm G7 ca Trung Nguyn

Ngoi G7 th Vinacaf v Nescaf l 2 nhn hiu ang c s dng nhiu tip theo chim t l ln lt l 61.2% v 58.1%.

Hnh 3: Nhn hiu hin ti ang s dng

Vinacaf

70.5% 58.1%
61.2%
G7 Nescaf

Highland
Maccoffee
Coffee
25.6% 15.4% 14.3%
23.1%
Rock Caf Passiona

Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396

2. Nhn hiu hin ti ang s dng (2)
Khi xt nhn hiu s dng hin ti vi tng s la chn (974) th G7, Vinacaf v Nescaf vn l 3 nhn
hiu c t trng la chn cao nht.
Trong , dn u v nhn hiu ang s dng hin ti l G7 chim 26.3%.

Hnh 3.1: Phn trm t l s dng c ph ha tan Theo tng

la chn

G7 26.3

Vinacaf 22.8

Nescaf 21.7

Rock Cafe 9.5

MacCoffee 8.6

Passiona 5.7

Highland Coffee 5.3

VT: (%)
Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396
2. Nhn hiu hin ti ang s dng(3)
C mt t khc bit v nhn hiu hin ti ang s dng khi so snh theo gii tnh, tui
hoc khu vc sinh sng.

Theo gii tnh: Nhm nam c s dng sn phm Nescaf nhiu hn 5.2% so vi nhm n.
Theo khu vc: Nhn chung p vin H Ch Minh s dng c Nescaf, Vinacaf v G7 nhiu hn so vi p vin H Ni.
Theo tui: Nhm p vin 18 22 tui c s lng la chn nhn hiu ang s dng cao hn so vi cc tui khc c
Nescaf, Vinacaf, G7.

Hnh 3.2: Hin ti s dng Gii tnh Hnh 3.3: Khu vc Hnh 3.4: Tui
Nam N H Ch Minh H Ni 18 - 22 tui 23 - 29 tui 30 - 40 tui

Nescaf (n=211) 52.6 47.4 55.5 44.5 36.0 33.6 30.3

Vinacaf (n=222) 49.5 50.5 57.7 42.3 34.7 33.8 31.5

G7 (n=256) 50.4 49.6 52.0 48.0 35.2 34.4 30.5

Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y? Matrix SA n=396
Q. Vui lng cho bit gii tnh ca bn? SA n=396
Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=396 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=396
3. Loi c ph s dng (1)
C 10 ngi tham gia kho st th c khong trn 8 ngi s dng C ph ha tan 3in1 nh
l loi c ph thng ung nht.
Trong 87.1% p vin s dng c ph Ha tan 3in1 th c n 46.4% ngi s dng G7. Hai nhn hiu c a chung tip theo
l Vinacaf (24.3%) v Nescaf (22.6%). C th, 3 nhn hiu c ph ha tan 3in1 c a chung nht ln lt l: G7 3in1
(41.7%), Nescaf 3in1 (22.6%), Vinacaf 3in1 c ph sa (12.2%)

Hnh 4.1: Dng c ph Hnh 4.2: Nhn hiu c ph 3in1

Hnh 4: C ph ha tan
thng dng
thng ung 3in1 thng ung
G7 3in1 41.7
Nescaf 3in1 22.6
46.4
Vinacaf 3in1 C ph sa 12.2
Vinacaf 3in1 C ph ha tan 5.8

24.3 22.6 Vinacaf 3in1 - 8 loi ht 5.5

7.3
Ha tan 3in1: 87.% Passiona 3.2
n = 345
5.6 87.1 G7 Cappuchino Chocolate 2.6
3.2 2.9 MacCoffee 3in1 m 2.0
0.6
G7 Cappuchino Mocha 1.7

Passiona

MacCoffee
Vinacafe

Nescafe
G7

Rock Caf
MacCoffee 3in1 C in 0.9

Ha tan en hon ton Wake-up Caf Si Gn 0.9

Rock Caf Cappuchino 0.3
Ha tan 2in1
3in1 Rock Caf TenCaf 3in1 0.3
Ha tan 3in1 G7 Cappuchino Hazelnut 0.3

Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396. VT: (%)
Q. Vui lng k tn nhn hiu c ph 3in1 bn thng ung trong danh sch di y? SA n=345
3. Loi c ph s dng (2)
i vi loi c ph 3in1 th nhm n c xu hng ung nhiu hn nhm nam.

C s khc bit gia nam v n trong vic la chn c ph ha tan 3in1 s dng. Nhn chung, n gii c xu hng s dng
loi ny nhiu hn nam gii, t l tng ng l 54.5% v 45.5%. Trong khi , tui v vng min nghin cu khng nh hng
n vic la chn loi c ph 3in1 s dng.

Hnh 4.3: Loi c ph 3in1 thng ung nht Gii tnh, Tnh thnh, tui

H Ch
Nam N H Ni Minh
45.5% 54.5% 51.0% 49.0%

18 22 23 29 30 40
tui tui tui

33.0% 34.8% 32.2%

Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396.
Q. Vui lng cho bit gii tnh ca bn? SA n = 396
Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=306 Da trn mu n = 345 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=396
3. Loi c ph s dng (3)
Trong khi nam gii s dng nhn hiu G7 3in1 nhiu hn th n gii li dng Nescaf nhiu hn.

Kt qu phn tch theo gii tnh cho thy, nam gii c xu hng thch s dng c ph G7 3in1 hn (46.5%) trong khi n gii a
chung hn v sn phm Nescaf 3in1 v Passiona nhiu hn nhm nam.

Hnh 4.4: Nhn hiu ca loi c ph 3in1 Gii tnh

N Nam

G7 3in1 37.8 46.5

Nescaf 3in1 25.0 19.7
Vinacaf 3in1 C ph sa 11.7 12.7
Vinacaf 3in1 - 8 loi ht c ph ngon nht Vit Nam 5.9 5.1
Vinacaf 3in1 C ph ha tan 6.9 4.5
G7 Cappuchino Chocolate 2.1 3.2
MacCoffee 3in1 m 1.6 2.5
G7 Cappuchino Mocha 1.6 1.9
MacCoffee 3in1 C in 0.5 1.3
Wake-up Caf Si Gn 0.5 1.3
Passiona 4.8 1.3
Rock Caf Cappuchino Hazelnut 0.5 0.0
Rock Caf TenCaf 3in1 0.5 0.0
G7 Cappuchino Hazelnut 0.5 0.0

Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396. VT: (%)
Q. Vui lng cho bit gii tnh ca bn? SA n = 396
3. Loi c ph s dng (4)
Nhn chung, nhn hiu c phn G7 3in1 c ung nhiu nht c H Ni ln H Ch Minh.

Trong khi nhn hiu G7 3in1 v Passiona c p vin ti H Ni s dng nhiu hn th t l p vin ti H Ch Minh li dng
sn phm Nescaf 3in1 v Nescaf 3in1 c ph sa cao hn so vi H Ni.

Hnh 4.5: Nhn hiu 3in1 Khu vc

H Ni H Ch Minh

G7 3in1 47.2 36.1

Nescaf 3in1 17.6 27.8
Vinacaf 3in1 C ph sa 8.0 16.6
Vinacaf 3in1 C ph ha tan 6.2 5.3
Vinacaf 3in1 - 8 loi ht c ph ngon nht Vit Nam 5.7 5.3
Wake-up Caf Si Gn 1.8
Passiona 4.5 1.8
G7 Cappuchino Chocolate 3.4 1.8
MacCoffee 3in1 C in 0.6 1.2
MacCoffee 3in1 m 2.8 1.2
Rock Caf Cappuchino Hazelnut 0.6
G7 Cappuchino Mocha 2.8 0.6
Rock Caf TenCaf 3in1 0.6 0.0
G7 Cappuchino Hazelnut 0.6 0.0
Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396. VT: (%)
Q. Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=306
3. Loi c ph s dng (5)
Trong khi nhn hiu c ph G7 3in1 c nhm 18 22 tui a chung th Passiona li c p
vin c tui 23 29 ung nhiu hn so vi hai nhm cn li.
G7 3in1 l nhn hiu c a chung nht ca c 3 nhm tui. Trong , nhm 18 22 tui c t l ngi s dng cao hn hai
nhm cn li. Ngoi ra, nhm p vin 23 29 tui cn c mi quan tm cao hn so 2 nhm tui cn li i vi nhn hiu
Passiona ca Trung Nguyn (t l 6.7%).
Hnh 4.6: Nhn hiu 3in1 tui
18 - 22 tui 23 - 29 tui 30 - 40 tui

G7 3in1 46.5 36.7 42.3

Nescaf 3in1 22.8 25.0 19.8
Vinacaf 3in1 C ph sa 12.3 13.3 10.8
Vinacaf 3in1 C ph ha tan 5.3 5.8 6.3
Vinacaf 3in1 - 8 loi ht c ph 5.3 5.0 6.3
G7 Cappuchino Chocolate 4.4 2.5 0.9
Wake-up Caf Si Gn 1.8 0.8 0.0
Rock Caf Cappuchino Hazelnut 0.9 0.0 0.0
G7 Cappuchino Mocha 0.9 1.7 2.7
Rock Caf TenCaf 3in1 0.0 0.8 0.0
MacCoffee 3in1 C in 0.0 0.0 2.7
MacCoffee 3in1 m 0.0 1.7 4.5
Highland Coffee 3in1 0.0 0.0 0.0
Passiona 0.0 6.7 2.7
G7 Cappuchino Hazelnut 0.0 0.0 0.9

Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396. VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=306
4. Thi im s dng (1)
C n 69.2% ngi c kho st thng ung c ph vo khong 6:00 9:00 sng.

Ngoi thi im t 6:00 9:00 sng thng dng c ph nht th cn c 31.3% c hi cho bit c thi quen ung Sau 18:00.
i vi thi im c s dng nhiu nht - 6:00 9:00 sng th t l ngi nam nhm ny xp x bng vi ngi n. Trong
khi , nhm H Ch Minh c t l cao hn so vi H Ni. Tng t, nhm 23 29 tui c t l cao hn so vi 2 nhm tui cn
li.

80 69.2 Hnh 5: Thi im s dng

40 31.3
25.5
12.9 8.8 10.6
7.6
0
Trc 6:00 6:00 - 9:00 9:01 - 11:00 11:01 - 13:00 13:01 - 16:00 16:01 - 18:00 Sau 18:00
i vi thi im s dng t 6:00 9:00 sng:
Hnh 5.1: Theo gii tnh Hnh 5.2: Theo khu vc Hnh 5.3: Theo tui

Nam
H Ch Minh 18 - 22 tui
49.3 33.6 31.8
N 47.1 23 - 29 tui
50.7 52.9 H Ni 30 - 40 tui
34.7

Q.Vui lng cho bit bn thng ung c ph vo thi gian no trong ngy ? MA n=396
Q. Vui lng cho bit gii tnh ca bn? SA n=396
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=396
5. Lng dng (1)
95.7% t l p vin s dng c ph ha tan t 1 gi tr ln cho 1 ln s dng.

C n 58.6% i tng tham gia kho st cho bit thng s dng khong 1 gi / ln s dng. Trong khi , T l p vin s
dng c ph ha tan di 2/3 gi cho 1 ln dng chim t l rt thp ch chim 4.3%.

Hnh 6: Lng c ph ha tan s dng

58.6

16.9
20.2

0.5 1.8 2.0

t hn 1/2 gi Khong 1/2gi Khong 2/3 gi Khong 1 gi Khong 1.5 gi Khong t 2 gi tr ln

VT: (%)
Q.Vui lng cho bit liu lng s dng c ph trn 1 ln pha ch ca bn? SA n=396
5. Lng dng (2)
S p vin nam dng lng c ph Khong t 2 gi tr ln nhiu hn so vi n.

p vin n c xu hng s dng ph bin khong 1 gi / 1 ln nhiu hn nam vi t l so snh l 64.1% v 53.0%. Trong khi ,
vi lng dng l Khong t 2 gi tr ln th t l ny ngi n l 13.6% cn i vi nam th ln n 26.8%.

Hnh 6.1: Lng c ph ha tan s dng Gii tnh

Khong t 2 gi tr
t hn 1/2 gi Khong 1/2gi Khong 2/3 gi Khong 1 gi Khong 1.5 gi
ln
Nam 0.5 0.5 2.0 53.0 17.2 26.8
N 0.5 3.0 2.0 64.1 16.7 13.6

Q.Vui lng cho bit liu lng s dng c ph trn 1 ln pha ch ca bn? SA n=396 VT: (%)
Q. Vui lng cho bit gii tnh ca bn? SA n=396
5. Lng dng (3)
T l p vin s dng khong hn 2 gi / ln ti H Ch Minh cao hn H Ni.

T l dng Khong 1.5 gi tr xung H Ni nhn chung cao hn H Ch Minh. Trong khi , lng dng Khong t 2 gi tr
ln H Ch Minh li cao hn so vi H Ni.

Hnh 6.2: Lng c ph ha tan s dng Khu vc

Khong t 2 gi tr
t hn 1/2 gi Khong 1/2gi Khong 2/3 gi Khong 1 gi Khong 1.5 gi
ln
H Ch Minh 1.0 2.0 1.5 57.1 14.1 24.2
H Ni 0.0 1.5 2.5 60.1 19.7 16.2

Q.Vui lng cho bit liu lng s dng c ph trn 1 ln pha ch ca bn? SA n=396 VT: (%)
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396
5. Lng dng (4)
Khng c qu nhiu s khc bit vi lng s dng trong mt ln dng gia cc nhm tui.

Trong cng mt lng pha cho mt ln s dng th gi 3 nhm tui khng c qu nhiu s khc bit. Tuy nhin, tui cng tng
th lng c ph cho mt ln dng cng tng mt t. C th, vi lng Khong t 1 gi tr ln th nhm 18 22 tui l 94.6%,
cn 23 29 tui l 96.1% v 30 40 tui l 96.3%.

Hnh 6.3: Lng c ph ha tan s dng tui

Khong t 2 gi tr
t hn 1/2 gi Khong 1/2gi Khong 2/3 gi Khong 1 gi Khong 1.5 gi
ln
18 - 22 tui 0.8 1.5 3.0 59.8 13.6 21.2
23 - 29 tui 0.0 3.0 0.8 59.8 17.4 18.9
30 - 40 tui 0.8 0.8 2.3 56.1 19.7 20.5

Q.Vui lng cho bit liu lng s dng c ph trn 1 ln pha ch ca bn? SA n=396 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=396
6. Mc ch s dng (1)
C n 70.5% ngi c hi cho rng ung c ph ha tan v mun Chng bun ng.

Chng bun ng l l do c nhiu ngi chn s dng c ph ha tan nht. Bn cnh , Cn s tp trung cng chim c
67.4% kin p vin ng tnh.

Hnh 7: Mc ch s dng

70.5
67.4

45.7 43.9
41.2
33.6
30.8

20.7

10.6 8.6

Chng bun Cn s tp Gii ta cng Tng hng phn Thi quen Tm trng bun Cn s sng to Gii kht Nghin c ph Tng cng tr
ng trung thng tinh thn chn nh

VT: (%)
Q.Vui lng cho bit mc ch s dng c ph ca bn? MA n=396
6. Mc ch s dng (2)
Mc ch s dng c ph ha tan ca n trong trng hp Tm trng bun chn cao hn
kh nhiu so vi nam.
n 76.8% p vin n cho bit Chng bun ng l mt trong nhng mc ch s dng chnh. Trong khi , Cn s tp trung
c la chn nhiu nht nhm nam chim 68.2%.

Hnh 7.1: Mc ch s dng - Gii tnh

Tng hng
Chng bun Cn s tp Gii ta cng Tm trng Cn s sng Nghin c Tng cng
phn tinh Thi quen Gii kht
ng trung thng bun chn to ph tr nh
thn
Nam 64.1 68.2 47.0 47.0 41.9 26.3 33.3 20.7 10.6 9.1
N 76.8 66.7 44.4 40.9 40.4 40.9 28.3 20.7 10.6 8.1

Q.Vui lng cho bit mc ch s dng c ph ha tan ca bn? MA n=396 VT: (%)
Q. Vui lng cho bit gii tnh ca bn? SA n=396.
6. Mc ch s dng (3)
p vin ti H Ni nh gi cao v mc ch Gii ta cng thng (54.0%) hn so vi nhm
H Ch Minh (37.4%).
Trong khi mc ch s dng c ph bt ha tan nhiu nht khu vc H Ch Minh l Chng bun ng (72.2%), th a phn p
vin khu vc H Ni l do Cn s tp trung.

Hnh 7.2: Mc ch s dng - Khu vc

Tng hng Tng

Chng Cn s tp Gii ta Cn s Tm trng Nghin c
phn tinh Thi quen Gii kht cng tr
bun ng trung cng thng sng to bun chn ph
thn nh
H Ch Minh 72.2 65.2 43.4 40.4 37.4 34.8 32.3 24.2 15.2 9.1
H Ni 68.7 69.7 44.4 41.9 54.0 26.8 34.8 17.2 6.1 8.1

Q.Vui lng cho bit mc ch s dng c ph ha tan ca bn? MA n=396 VT: (%)
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396.
6. Mc ch s dng (4)
Mc ch ung chnh ca nhm 18 22 tui l Cn s tp trung (76.5%). Trong khi , 2
nhm tui cn li l Chng bun ng.
Nu l do Cn s tp trung, Chng bun ng v Tm trng bun chn gim dn khi tui tng dn (t 18 40) th l do
Gii ta cng thng li c xu hng ngc li vi t l ti cc nhm tui 18 22, 23 29 v 30 40 tui ln lt l 43.2%,
44.7% v 49.2%.
Hnh 7.3: Mc ch s dng - Nhm tui

Cn s tp Chng bun Gii ta cng Tm trng Tng hng Cn s sng Tng cng
Thi quen Gii kht Nghin c ph
trung ng thng bun chn phn tinh thn to tr nh
18 - 22 tui 76.5 72.0 43.2 38.6 36.4 33.3 28.0 22.7 6.8 5.3
23 - 29 tui 62.9 70.5 44.7 31.8 44.7 51.5 34.1 18.9 13.6 10.6
30 - 40 tui 62.9 68.9 49.2 30.3 42.4 47.0 30.3 20.5 11.4 9.8

Q.Vui lng cho bit mc ch c ph ha tan ca bn ? SA n=396 VT: (%)

Q. Vui lng cho bit tui ca bn? SA n=396.
7. L do s dng (1)
C n 72.0% ngi c hi s dng c ph ha tan ch yu v Hng thm hp dn.

Ngoi Hng thm hp dn th 2 l do s dng chnh tip theo l Cch thc pha ch d dng (70.2%) v Khng mt nhiu thi
gian pha ch (67.4%).

Hnh 8: L do s dng

Hng thm hp dn
72.0
L do khc Cch thc pha ch d dng
70.2

Dng th Khng mt nhiu thi gian pha ch

67.4

Nhiu ngi dng nn dng theo Gi c ph hp vi ti tin

0.3 65.2
1.0
4.5
7.6
To phong cch 18.4 63.9 V ngon
22.0

Thay th c ph phin / pha sn tm thi 60.6 Nh gn, d mang theo

37.4
55.3
Thi quen ca bn thn m thch hp
c by bn nhiu ni

VT: (%)
Q.Vui lng cho bit l do s dng c ph ca bn? MA n=396
7. L do s dng (2)
Nhn chung, t l la chn i vi cc l do s dng c ph ha tan n cao hn hoc gn
bng so vi nam.
Trn 70% n gii cho rng l do s dng c ph ha tan l v Hng thm hp dn v Cch thc pha ch d dng c phn cao
hn so vi nam gii. Ngc li, vic Thay th c ph phin / pha sn tm thi l yu t c nam gii xem trng hn nhiu so
vi p vin n (22.2%).

Hnh 8.1: L do s dng Gii tnh

Khng Thay th Nhiu

Cch Gi c
Hng mt Nh gn, m c by Thi c ph To ngi
thc pha ph hp L do
thm hp nhiu V ngon d mang thch bn quen ca phin / phong dng nn Dng th
ch d vi ti khc
dn thi gian theo hp nhiu ni bn thn pha sn cch dng
dng tin
pha ch tm thi theo
Nam 69.7 63.1 66.2 65.7 59.6 60.1 51.0 38.4 21.2 22.2 7.6 5.6 1.0 0.0
N 74.2 77.3 68.7 64.6 68.2 61.1 59.6 36.4 22.7 14.6 7.6 3.5 1.0 0.5

Q.Vui lng cho bit l do s dng c ph ca bn? MA n=396 VT: (%)

Q. Vui lng cho gii tnh ca bn? SA n=396.
7. L do s dng (3)
Gn kin p vin c H Ch Minh v H Ni ng rng l do s dng c ph ha tan
v Hng thm hp dn.
Bn cnh l do Hng thm hp dn th Cch thc pha ch d dng c cc i tng ti H Ni nh gi cao hn khu vc
H Ch Minh (72.7%).

Hnh 8.2: L do s dng - Khu vc

Khng Thay
mt Cch Gi c th c V thy
Hng Nh By
nhiu thc ph ph To nhiu
thm V gn, d m bn Thi Dng L do
thi pha hp phin / phong ngi
hp ngon mang thch nhiu quen th khc
gian ch d vi ti pha sn cch s
dn theo hp ni
pha dng tin tm dng
ch thi
H Ch Minh 71.2 68.2 67.7 66.2 66.2 62.6 54.5 36.4 20.2 19.2 8.6 3.5 1.5 0.5
H Ni 72.7 66.7 72.7 61.6 64.1 58.6 56.1 38.4 23.7 17.7 6.6 5.6 0.5 0.0

Q.Vui lng cho bit l do s dng c ph ha tan ca bn ? SA n=396 VT: (%)

Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=396.
7. L do s dng (4)
73.5% p vin thuc nhm 18 22 tui nh gi cao v V ngon khi s dng c ph ha tan

Nu V ngon l l do c nh gi cao nht i vi nhm 18 22 tui th Hng thm hp dn mi l l do c ch nht ti 2

nhm tui 23 29 v 30 40 tui (t l ln lt l 71.2% v 72.0%)

Hnh 8.3: L do s dng tui

Khng Thay th
Cch Gi c Nh V thy
Hng mt m By bn c ph To
thc pha ph hp gn, d Thi nhiu Dng L do
V ngon thm nhiu thch nhiu phin / phong
ch d vi ti mang quen ngi s th khc
hp dn thi gian hp ni pha sn cch
dng tin theo dng
pha ch tm thi
18 - 22 tui 73.5 72.0 71.2 67.4 60.6 55.3 50.8 32.6 18.9 18.9 9.8 5.3 0.8 0.8
23 - 29 tui 62.9 67.4 72.7 65.2 68.2 60.6 54.5 40.9 23.5 16.7 9.8 6.8 0.8 0.0
30 - 40 tui 55.3 71.2 72.0 62.9 73.5 65.9 60.6 38.6 23.5 19.7 3.0 1.5 1.5 0.0

Q.Vui lng cho bit l do s dng c ph ha tan ca bn ? SA n=396 VT: (%)

Q. Vui lng cho bit tui ca bn? SA n=396.
8. Nhn nh v c ph ha tan (1)
Tnh Tin dng ca c ph ha tan l yu t c nh gi cao ca phn ln p vin c
nghin cu.
Theo kin ca cc p vin, ngoi tnh Tin dng th c ph ha tan cn Dng ung hng ngy, Cn cho s tnh to tc thi
v Dnh cho gii vn phng. Tuy nhin, cm nhn gia nam v n c mt t khc bit nh: Nam gii ngh rng c ph ha tan Thch
hp cho mi la tui (4.05 im) trong khi n gii nh gi cao v nhn nh Dnh cho gii vn phng (4.17 im) v Dnh cho
ngi bn rn (4.04 im).
Hnh 9: Nhn nh v c ph ha tan

Dng Cn cho s Dnh cho Thch hp Dnh cho Cn cho s Dnh cho
Th hin s Dng ung Th hin
Tin dng ung hng tnh to tc gii vn vi mi la ngi bn sng to tc thi i
nng ng tm thi ng cp
ngy thi phng tui rn thi mi
Total 4.43 4.18 4.14 4.05 3.95 3.90 3.77 3.72 3.51 3.21 3.00
Nam 4.32 4.10 4.00 3.93 4.05 3.76 3.66 3.58 3.38 3.22 2.92
N 4.53 4.27 4.28 4.17 3.85 4.04 3.88 3.87 3.64 3.21 3.08

Da trn thang o Likert 5 mc : 1_Rt khng ng , 2_Khng ng , 3_Bnh thng, 4_ng , 5_Rt ng

Q.Vui lng nh gi mc ng ca bn vi cc nhn nh sau y v c ph ha tan ? Matrix SA n=396

Q. Vui lng cho bit gii ca bn? SA n=396.
8. Nhn nh v c ph ha tan (2)
Nhn chung tnh Tin dng, Dng ung hng ngy v Cn cho s tnh to tc l 3 nhn nh
chnh dnh cho c ph ha tan ti c 2 khu vc nghin cu.
Gia 2 khu vc nghin cu khng c qu nhiu khc bit trong nhn nh v c ph ha tan.

Hnh 9.1: Nhn nh v c ph ha tan - Khu vc

H Ch Minh H Ni

4.43
4.19 4.10
3.95 3.86
3.75 3.70 3.73
3.41
3.11
2.92

4.42 4.18 4.18 4.15 4.06 4.05 3.84 3.72 3.62 3.32 3.08

Tin dng Dng Cn cho s Dnh cho Dnh cho Thch hp Cn cho s Dnh cho Th hin s Dng ung Th hin
ung hng tnh to tc gii vn ngi bn vi mi la sng to tc thi i mi nng ng tm thi ng cp
ngy thi phng rn tui thi
VT: Trung bnh
Da trn thang o Likert 5 mc : 1_Rt khng ng , 2_Khng ng , 3_Bnh thng, 4_ng , 5_Rt ng

Q.Vui lng nh gi mc ng ca bn vi cc nhn nh sau y v c ph ha tan ? Matrix SA n=396

Q. Vui lng cho bit ni sinh sng ca bn? SA n=396.
8. Nhn nh v c ph ha tan (3)
Dnh cho gii vn phng l nhn nh v c ph ha tan c nhiu la chn i vi nhm
30 40 tui (4.27 im).
Nhn chung, tui cng cao th c mc ng vi phn ln cc nhn nh v c ph ha tan cng cao.

Hnh 9.2: Nhn nh c ph ha tan - tui

Cn cho Dng Thch Cn cho

Dnh cho Dnh cho Dnh cho Th hin Dng
Tin s tnh ung hp vi s sng Th hin
gii vn ngi thi i s nng ung tm
dng to tc hng mi la to tc ng cp
phng bn rn mi ng thi
thi ngy tui thi
18 - 22 tui 4.34 4.08 4.04 3.89 3.78 3.71 3.66 3.56 3.33 3.17 2.90
23 - 29 tui 4.44 4.10 4.20 3.90 4.09 3.98 3.72 3.73 3.59 3.23 3.02
30 - 40 tui 4.50 4.24 4.31 4.06 4.27 4.01 3.92 3.87 3.62 3.24 3.07

Da trn thang o Likert 5 mc : 1_Rt khng ng , 2_Khng ng , 3_Bnh thng, 4_ng , 5_Rt ng

Q.Vui lng nh gi mc ng ca bn vi cc nhn nh sau y v c ph ha tan ? Matrix SA n=396

Q. Vui lng cho bit tui ca bn? SA n=396.
9. Cch thc s dng (1)
C 65.7% p vin thch pha c ph ha tan vi nc si v ung ngay khi cn nng.

Ngi s dng tng i thch cch thc Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng (65.7%). Bn cnh , c
35.4% ngi c hi cho bit c thi quen Thm sa vo khi pha c ph ha tan.

Bng 10: Cch thc s dng c ph ha tan

Cch thc pha Ph liu thm vo

Pha vi nc si (90 ~ 100C ) v ung ngay khi Gi nguyn v c ph, khng thm bt k ph liu
65.7% 30.8%
cn nng no

Pha c ph v cho vo khi cn nng 27.3% Thm sa 35.4%

Pha c ph v cho vo khi ngui 24.7% Thm ng 21.2%

Pha vi nc m (khong 70C ) v ung ngay sau Thm s c la 10.9%

24.2%
khi pha
Thm mt ong 2.5%

Cch khc 0.3%

Q.Vui lng cho bit bn thng ung c ph theo cch nh th no? MA n=396
9. Cch thc s dng (2)
C nam v n u c thi quen Pha c ph vi nc si (90 ~ 100C ) v ung ngay khi cn
nng v ph liu thm vo c a chung nht u l Thm sa.
Ngoi thi quen Pha c ph vi nc si v ung ngay khi cn nng th nhm n mun Pha c ph v cho vo khi cn
nng (31.8%) trong khi quan im ny ch chim 22.7% nhm nam. Ngoi cng ph liu thm vo l Sa th n gii cng c thi
quen Gi nguyn v c ph, khng thm bt k ph liu no hn nam gii.

Bng 10.1: Cch thc s dng Gii tnh

Nam gii (n = 198) N gii (n = 198)

Pha vi nc si (90 ~ 100C ) v ung ngay khi cn Pha vi nc si (90 ~ 100C ) v ung ngay khi cn
66.7% 64.6%
nng nng
Pha vi nc m (khong 70C ) v ung ngay sau khi
26.3% Pha c ph v cho vo khi cn nng 31.8%
pha
Pha c ph v cho vo khi ngui 24.7% Pha c ph v cho vo khi ngui 24.7%
Pha vi nc m (khong 70C ) v ung ngay sau khi
Pha c ph v cho vo khi cn nng 22.7% pha
22.2%

Gi nguyn v c ph, khng thm bt k ph kin no 35.9%

Gi nguyn v c ph, khng thm bt k ph kin no 25.8%
Thm sa 37.4%
Thm sa 33.3%
Thm ng 19.2%
Thm ng 23.2%
Thm s c la 11.6%
Thm s c la 10.1%
Thm mt ong 2.5%
Thm mt ong 2.5%
Khc 0.0%
Khc 0.5%
Q.Vui lng cho bit bn thng ung c ph theo cch nh th no?MA n=396
Q. Vui lng cho bit gii tnh ca bn? SA n=396.
9. Cch thc s dng (3)
C mt t khc bit trong cch thc s dng c ph ha tan theo tng khu vc.

Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng c a chung c H Ni v H Ch Minh. Tuy nhin, p vin
ti H Ni c xu hng yu thch hnh thc ung ny hn (71.7%). Ngoi ra, Gi nguyn v c ph, khng thm bt k ph liu
no c H Ni nh gi cao (chim 35.4%) trong khi Thm sa thng c p vin H Ch Minh p dng (33.3%).

Bng 10.2: Cch thc s dng Khu vc

H Ch Minh (n = 198) H Ni (n = 198)

Pha vi nc si (90 ~ 100C ) v ung ngay khi cn Pha vi nc si (90 ~ 100C ) v ung ngay khi cn
59.6% 71.7%
nng nng

Pha c ph v cho vo khi ngui 30.8% Pha c ph v cho vo khi cn nng 28.8%

Pha c ph v cho vo khi cn nng 25.8% Pha vi nc m (khong 70C ) v ung ngay sau khi
23.2%
pha
Pha vi nc m (khong 70C ) v ung ngay sau khi
25.3% Pha c ph v cho vo khi ngui 18.7%
pha

Gi nguyn v c ph, khng thm bt k ph liu no 25.8% Gi nguyn v c ph, khng thm bt k ph liu no 35.4%

Thm sa 33.3% Thm sa 30.3%

Thm ng 23.2% Thm ng 18.2%

Thm s c la 10.1% Thm s c la 11.6%

Thm mt ong 2.5% Thm mt ong 2.0%

Khc 0.5% Khc 0.0%

Q.Vui lng cho bit bn thng ung c ph theo cch nh th no? MA n=396
Q. Vui lng cho bit khu vc sng ca bn? SA n=396.
9. Cch thc s dng (4)
Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng v Thm sa l cch thc v ph liu
thng c cc p vin p dng khi ung c ph ha tan.
Vi Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng th nhm tui cng tr cng c xu hng s dng nhiu trong
khi ph liu Thm sa khng nhn nh gi cao t nhm 30 40 tui (25.0%)

Hnh 10.3: Cch thc s dng tui

18 - 22 tui (n = 132) 23 - 29 tui (n = 132) 30 - 40 tui (n = 132)

Pha vi nc si (90 ~ 100C ) v ung Pha vi nc si (90 ~ 100C ) v Pha vi nc si (90 ~ 100C ) v
64.4% 63.6% 68.9%
ngay khi cn nng ung ngay khi cn nng ung ngay khi cn nng
Pha vi nc m (khong 70C ) v Pha c ph v cho vo khi cn
31.1% 31.1% Pha c ph v cho vo khi ngui 25.0%
ung ngay sau khi pha nng
Pha c ph v cho vo khi
Pha c ph v cho vo khi cn nng 28.0% 26.5% Pha c ph v cho vo khi cn nng 22.7%
ngui
Pha vi nc m (khong 70C ) Pha vi nc m (khong 70C ) v
Pha c ph v cho vo khi ngui 22.7% 22.7% 18.9%
v ung ngay sau khi pha ung ngay sau khi pha
Gi nguyn v c ph, khng thm bt Gi nguyn v c ph, khng thm Gi nguyn v c ph, khng thm bt
34.8% 33.3% 24.2%
k ph liu no bt k ph liu no k ph liu no

Thm sa 43.2% Thm sa 37.9% Thm sa 25.0%

Thm ng 26.5% Thm ng 22.7% Thm ng 14.4%
Thm s c la 18.9% Thm s c la 9.8% Thm s c la 3.8%
Thm mt ong 3.8% Thm mt ong 3.0% Thm mt ong 0.8%
Khc 0.0% Khc 0.0% Khc 0.8%
Q.Vui lng cho bit bn thng ung c ph nh th no?SA n=396
Q. Vui lng cho bit tui ca bn? SA n=396
PHN III: NH V V
PHN KHC KHCH
HNG TIM NNG
10. nh v
G7 c nh v vi phn khc gi cao trong khi Nescaf v Vinacaf c nh v nh l
nhn hiu c gi thp hn.
Theo bn nh v thng hiu bn di th G7, Nescaf v Vinacaf vn cha l nhng nhn hiu cnh tranh trc tip vi nhau.
C th, mi nhn hiu mang mt s yu t c trng nh sau:
Hnh 11: Bn nhn thc thng hiu

G7 ni tri trong cc yu t: Gi cao,

Nhn hiu ni ting, Cht lng tt, Dng sn
phm a dng, Nhn hiu tr trung.

Nescaf li n tng ca NTD l: Nhn

hiu quc t , Nhn hiu bnh dn, Gi c ph
hp.

Vinacaf c nh v nh: Nhn hiu Gi thp Gi cao

bnh dn, Nhn hiu c ph Vit, Cht lng
tt, Nhn hiu ni ting, Gi c ph hp.

Q.Vui lng nh gi mc ng ca bn theo thang im t 1 n 5 cho tng yu t ng vi cc nhn hiu c lit k sau y? Matrix Text
11. Nhn t nh hng (1)
T kt qu phn tch nhn t, ta thu c 5 nhn t nh hng n quyt nh mua sn
phm c ph ha tan nh sau: Gi c, Qung co sn phm, Phn phi, Dch v khch hng
v Cht lng sn phm.

GI C DCH V KHCH HNG

(Trung bnh: 2.90 im) (Trung bnh: 2.28 im)
1. Gi c va ti tin 1. Nhn vin bn hng sn sng t vn
2. Thc hin chit khu khi mua mi thc mc ca khch hng
nhiu 2. Nhn vin bn hng am hiu v sn
3. Bn ng gi nim yt phm
4. Gi c c nim yt trn bao b CHT LNG SN PHM 3. Dch v khch hng / hu mi tt
5. Thng xuyn gim gi (Trung bnh: 4.40 im) 4. Truyn b vn ha c ph n vi
6. Khuyn mi hp dn ngi tiu dng
1. V c ph
2. Mi hng c ph
3. m c ph sau khi pha ch
4. Cht ph gia km theo
5. Uy tn cng ty sn xut sn phm
PHN PHI 6. Li ch c ph mang li vi sc khe QUNG CO SN PHM
(Trung bnh: 2.39 im) 7. Bo an ton v sinh thc phm
(Trung bnh: 2.51)
1. Khng khan him hng
1. Qung co nhiu trn cc phng
2. C th mua ti ca hng bn l
tin truyn thng
3. C th mua thng qua t hng
2. Treo bng rn / hnh p phch
online
qung co
4. C th mua vi s lng ln qua cc
3. Pht t ri / gi th n khch hng
ca hng bn l
v sn phm mi
5. a im phn phi rng khp

Thang o Lirket 5 mc : 1_Rt khng quan trng, 2_Khng quan trng,3_Bnh thng, 4_Quan trng, 5_Rt quan trng
Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396
11. Nhn t nh hng (2)
C s khc bit v trung bnh tng th i vi nhm yu t Gi c, Dch v khch hng, Phn
phi gia H Ch Minh v H Ni.
Da vo php kim nh Levene v phng sai bng nhau ca tng th v php kim nh T-Test v ANOVA v s bng nhau ca
cc trung bnh tng th, ta thu c kt qu nh sau:
1. Ch c s khc bit c ngha thng k nhn t Gi c, Dch v khch hng v Phn phi (mc ngha 5%) gia hai khu
vc H Ni v H Ch Minh.
2. Gii tnh v tui nghin cu khng nh hng n cc nhm yu t chn mua sn phm c ph ha tan ca ngi tiu
dng.
Kim nh T-Test v Anova vi cc bin nhn t

Gii tnh Khu vc tui

ANOVA
T-test for Equality of T-test for Equality of
Means Means Means

Sig. (2-tailed) Sig. (2-tailed) Sig. (2-tailed)

Cht lng sn phm 0.118 0.194 0.624
Gi c 0.879 0.015 0.852
Dch v khch hng 0.403 0.028 0.474
Phn phi 0.443 0.027 0.434
Qung co sn phm 0.782 0.628 0.579

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396
Q. Vui lng cho bit gii tnh ca bn? SA n=396
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396
Q. Vui lng cho bit tui ca bn? SA n=396
11. Nhn t nh hng (3)
Kt qu phn tch cho thy H Ch Minh quan tm n Gi c nhiu hn H Ni.

i tng nghin cu khu vc H Ch Minh quan tm n Gi c ca sn phm c ph bt ha tan nhiu hn khu vc H Ni.
Ngc li, Ngi tiu dng khu vc H Ni li ch trng n vn Dch v khch hng v Phn Phi cao hn khi so snh vi
H Ch Minh.

Trung bnh nhn t theo khu vc

H Ch Minh H Ni
(Trung bnh) (Trung bnh)

Gi c 3.03 2.77

Dch v khch hng 2.17 2.38

Phn phi 2.28 2.51

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396
12. Phn khc tiu dng (1)
Thng qua phn tch cm (cluster) hnh thnh 4 nhm khch hng chnh: Nhm quan tm gi c v
phn phi, Nhm quan tm cht lng sn phm, Nhm quan tm dch v khch hng v Nhm
quan tm n qung co sn phm.
Qua php kim nh v s khc bit gia cc cm thng qua phn tch phng sai ANOVA vi tin cy 5%, th kt qu cho thy
c s khc bit c ngha thng k gia 4 cm ny. T l phn b gia 4 cm k trn tng ng vi t l nh sau: 38.4%, 25.3%,
24.5% v 11.9%.

Gi c v Qung co
Phn phi sn phm

11.9%
Cm 1 Cm 2
(n=152) (n=47) 38.4%
24.5%
N = 396

Cm 4 Cm 3
(n=97) (n=100) 25.3%

Dch v Cht
khch lng sn
hng phm Gi c v phn phi Cht lng sn phm
Dch v khch hng Qung co sn phm

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua Kt qu phn cm c kim nh vi phn tch phng sai ANOVA v s khc
c ph ha tan s dng? Matrix SA n=396 bit gia cc cm vi mc ngha 5%
12. Phn khc tiu dng (2)
C s khc bit v t l phn b nam n gia cc nhm khch hng s dng c ph ha tan.

3 nhm phn khc c t l nam gii chim nhiu hn n gii ln lt l: Nhm quan tm dch v khch hng, Nhm quan tm
cht lng sn phm v Nhm quan tm qung co sn phm. Trong , t l nam gii Nhm quan tm qung co sn
phm vt tri so vi n vi t l so snh l 61.7% v 38.3%. Ngc li, n gii chim t l trong Nhm gi c v phn phi
cao hn so vi nam.
Hnh 12.1: Phn khc tiu dng Gii tnh

Nam N

Nhm quan tm dch v khch hng (n=97) 53.6 46.4

Nhm quan tm cht lng sn phm (n=100) 52.0 48.0

Nhm quan tm qung co sn phm (n=47) 61.7 38.3

Nhm quan tm gi c v phn phi (n=152) 42.8 57.2

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396 VT: (%)
Q. Vui lng cho bit gii tnh ca bn? SA n=396
12. Phn khc tiu dng (3)
Trong nhm quan tm v cht lng sn phm, p vin H Ni chim t l cao hn hn so vi H
Ch Minh, v ngc li vi Nhm quan tm qung co sn phm.
Trong khi , vi nhm Quan tm dch v khch hng v Nhm quan tm gi c v phn phi th t l chnh lch gia 2 khu
vc khng qu khc bit nhau.

Hnh 12.2: Phn khc tiu dng Khu vc

H Ch Minh H Ni

Nhm quan tm dch v khch hng 49.5 50.5

Nhm quan tm cht lng sn phm 45.0 55.0

Nhm quan tm qung co sn phm 59.6 40.4

Nhm quan tm gi c v phn phi 50.7 49.3

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396 VT: (%)
Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=396
12. Phn khc tiu dng (4)
Mi phn khc tiu dng c trng bi mt nhm tui nht nh.

Phn khc v Cht lng sn phm v Qung co sn phm: Nhm 18 22 tui (t l 37.0% v 44.7%)
Phn khc v Dch v khch hng: c trng vi nhm 23 29 tui (37.1%)
Phn khc v Gi c v phn phi: Nhm 23 29 v nhm 30 - 40 tui (ng chim 36.2%)

Hnh 12.3: Phn khc tiu dng tui

18 - 22 tui 23 - 29 tui 30 - 40 tui

Nhm quan tm dch v khch hng 33.0 37.1 29.9

Nhm quan tm cht lng sn phm 37.0 29.0 34.0

Nhm quan tm qung co sn phm 44.7 25.5 29.8

Nhm quan tm gi c v phn phi 27.6 36.2 36.2

Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396 VT: (%)
Q. Vui lng cho bit tui ca bn? SA n=396
D. Thng tin p vin:

Gii tnh Khu vc tui

18 - 22 tui
H Ch Minh 33.3 33.3
50.0 50.0
50.0 Nam N 50.0 23 - 29 tui
H Ni
33.3 30 - 40 tui

Ngh nghip
39.4

23.7

12.9 11.6
4.0 3.8 1.8 1.8 0.3 0.3 0.3 0.3

Nhn vin Hc Chuyn Nhn vin Cng nhn Bun bn/t Gim c / Ngh Cng nhn / Ni tr Tht nghip Khc
vn phng sinh/Sinh vin ( k s, vn phng vin chc kinh doanh qun l nghip t doth th cng
vin bc s, gio cp qun l doanh
vin) nghip t
nhn VT: (%)
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