TRNG I HC NNG

BAN O TO SAU I HC

-----o0o-----

BI TP NHM

NGHIN CU MARKETING
TI:

Nghin cu th trng gas Petrolimex

Ging vin hng dn : PGS.TS. L TH GII
Nhm

: 12

Lp

: CAO HC QTKD 2007- 2010

Danh sch nhm

: 1. Th Hng
2. Nguyn Th Hi Ln
3. Nguyn Th Thanh Nga
4. Nguyn Th Oanh Kiu
5. Nguyn Xun H
6. Nguyn Tn Phi
7. Nguyn Th Bch Hu
8. Nguyn Thanh Quang
Trang 1

MC LC
STT

Ni dung

Trang

Mc lc

Phn I

Bng tm tt cho lnh o

Phn II

Gii thiu

Phn III

Phng php lun

Phn IV

Kt qu

Phn V

Nhng hn ch

18

Phn VI

Kt lut v xut

19

Phn VII

Ph lc

20

Danh mc ti liu tham kho

Trang 2

PHN I. BN TM TT CHO LNH O

D N
NGHIN CU TH TRNG GAS PETROLIMEX
Nng 10/2008
n v thc hin : Nhm 12 CH QTKD 07- 10
1. Thi gian: Bt u t ngy
2/10/2008
Kt thc vo ngy 7/11/2008
2. Quy m cuc nghin cu:
Nghin cu 2000 h gia nh c s dng Gas trn a bn Nng
3. Mc tiu nghin cu:
Phn trm th phn gas Petrolimex v cc i th cnh tranh chnh trong hin ti
Phn trm th phn gas Petrolimex v cc i th cnh tranh chnh trong tng lai
Phn tch v nh gi v thi quen, mc s dng gas ca ngi tiu dng
Phn tch v nh gi nhn hiu gas Petrolimex theo nhn nh ca ngi tiu dung
Phn tch mc hi lng v gi v s nh hng ca chnh sch gi i vi ngi
tiu dng Gas
Phn tch l do chn mua v s dng nhn hiu gas ca ngi tiu dng
Thng k mc hiu qu ca cc hnh thc khuyn mi
4. Hnh thc nghin cu:
iu tra phng vn h gia nh bng cu hi son trc theo phng php Door to
Door
X l v phn tch d liu bng cng c phn tch SPSS
5. Yu cu v cuc nghin cu
m bo tnh khch quan trung thc
Phn tch v nh gi kt qu khch quan trn c s d liu thu nhp c t vic
tin hnh phng vn thc a
Bo co kt qu theo cc mc tiu
a ra mt s kt lun v xut

Trang 3

PHN II. PHN GII THIU

Nghin cu th trng (NCTT) l mt c s doanh nghip c nhng nh hng
ng dn trong vic a ra nhng chin lc marketing. Thc t cho thy nhng kt qu m
nghin cu th trng cho thy nhng kt qu to ln i vi doanh nghip. Khng nhng
gip doanh nghip c th nh ga li th phn ca mnh m NCTT cn gip cho doanh ghip
nhn ra nhng khuyt im ca mnh so vi i th cnh tranh t c th la chn cho
mnh nhng chin lc marketing thch hp nhm t hiu qu cao trong kinh doanh.
Xut pht t nhu cu thit thc l mun nh gi li th phn trong hin ti v tm
kim th trng mc tiu ng thi nh gi li nng lc cnh tranh ca mnh Chi nhnh Gas
Petrolimex nng, do t chc mt cuc nghin cu th trng Gas ti nng vo
thng 10 nm 2008.
ti nghin cu ny c ni dung c trnh by gm nhng phn chnh sau:
Phn I: Phng php lun
Cch thc tin hnh nghin cu, thu thp d liu, kim tra v lm sch d liu,
phn tch d liu thu thp
Phn II: Kt qa nghin cu v kin xut
Trnh by cc s liu theo cc mc tiu ra v xut mt vi kin.
Phn III: Nhng hn ch
Nhng kh khn, sai st trong qu trnh nghin cu v bo co kt qu
Mc du c gng ht sc nhng trnh l lun v am hiu v th trng ga ca chng ti
vn cn nhiu hn ch. Trong thi gian u t nghin cu chuyn su vo th trng Gas
ca chng ti cn hn hp nn c th nhng kin xut vn cn cha tt. Knh mong
nhn c s h tr t bn b, ng nghip, lnh o doanh nghip nhng ln sau nghin
cu tt hn.
Xin chn thnh cm n!

Trang 4

PHN III. PHNG PHP LUN

1. M hnh nghin cu

Xc nh mc tiu nghin cu
Xc nh i tng nghin cu
Quyt nh phng php nghin cu

T chc thu thp

d liu

Kim tra v x
l d liu

Sai

Cance
l

ng
Phn tch v din
gii cc d liu
x l

Trnh by v bo co kt qu cho
ngi ra quyt nh
2. Mc tiu nghin cu:
Nghin cu theo yu cu ca Ban lnh o chi nhnh Gas Petrolimex
3. i tng nghin cu (V):
i tng nghin cu phi p ng 4 yu cu sau:
Gia nh c s dng Ga nhm m bo p vin phi c nhng kin thc ph
thng v cc lai Gas.
tui ca i tng: 18 -55 tui, khng b cm ic, m la, b cc bnh thn
kinh v m ch nhm m bo nng lc d vn tt nht.
Trang 5

 Khng lm trong cc ngnh cm (*) nhm m bo cho cng vic cung cp thng
tin khng b bp mo
Khng tham gia nghin cu th trng trong 3 thng qua nhm m bo cho
vic cung cp thng tin mt cch trung thc trnh tnh trng p vin tr li qua loa
i khi.
(*) Danh mc cc ngnh cm Ph lc Bn cu hi cu S2
Phng php nghin cu:
Phng php chn mu ngu nhin v ly mu theo cm c s dng bc nhy K>=2
(khong cch gia hai h gia nh c phng vn t nht phi c hai h gia nh khc)
Kch thc mu:
2000 h gia nh trn a bn thnh ph Nng
- Hi Chu:
560
- Thanh Kh:
400
- Sn Tr:
300
- Lin Chiu:
240
- Ng Hnh Sn
240
- Cm L
100
- Ha Vang
160
T chc thu thp d liu
Phng php: Phng vn trc tip ti nh
S dng: (*)
Bn cu hi son sn
Show photo cc nhn hiu
Bin bn tip xc
Danh sch p vin
Qu tng cho p vin
Ngi phng vn: (PVV)
Thnh vin ca Nhm 12 tri qua hai ngy hun luyn gm cc bc nh sau:
- Hng dn v BCH cch khai thc thng tin trong BCH t V
- Hng dn cch i n h gia nh
- Hng dn cch ghi vo cc bin bn (bin bn tip xc, danh sch V)
- Phng vn th gia cc Interviewers
- Phng vn th V mu trong bui hun luyn
- Phng vn th trn thc t
- Rt kinh nghim cho cc phng vn vin
Kim tra v x l d liu
Nhm trng (SUP) Chm li cc bn cu sau khi cc PVV ca nhm mnh hon thnh
phng vn v np v Kim tra vin (QC) Kim tra thc t v cht lng phng vn ca
PVV v vic tng qu ca cc PVV
- Nu PVV mc sai st trong phm vi cho php th c th b sung
- Nu PVV mc cc li do c tnh lm sai phm th b qua BCH sai bng cch lm
li BCH mi m h gia nh khc v phi chu tin qu cng nh tin pht.
Phn tch v din gii cc d liu x l:
Cc BCH sau khi kim tra t tin cy v cht lng thng tin s c m ha v phn
tch bng cng thc ca SPSS, a ra cc bng biu s liu theo tng mc tiu nghin cu
Trang 6

Trnh by bo co kt qu cho ngi ra quyt nh:

- Bo co ming vi nh lnh o da trn c s d liu SPSS
- Bo co kt qu nghin cu trn giy cho nh lnh o
Kt thc d n

Trang 7

PHN IV. KT QU NGHIN CU V KIN XUT

I. TH PHN GAS PETROLIMEX V CC I TH CNH TRANH
1. Th phn cc cng ty gas ti thnh ph Nng
Cc cng ty gas
Petrolimex
Petro VietNam
Unique
Elf gas
VT gas
Bp
Khc
Tng cng

S lng
891
539
51
178
109
197
33
1998

Phn trm (%)

44,6
26,9
2,6
8,9
5,5
9,9
1,7
100 %

2. th dng Pie

Petrolimex
Petro Vietnam
Unique
Elf gas
VT gas
BP
Khc

3. Th phn gas ti tng qun

Qun
Hi Chu
Thanh Kh
Ng Hnh Sn
Sn Tr
Lin Chiu

Petrolimex
S lng
268
163
123
123
93
Trang 8

Phn trm (%)

30,1
18,3
13,8
13,8
10,4

Ha Vang
Cm L
Tng cng

71
50
891

8,0
5,6
100%

4. Th phn cc cng ty gas ti tng qun

Qun

Petrolimex
Q
%
268 49,1%
163 31,5%
123 51,5%
123 41,1%
93
39,4%
71
44,4%
50
9,6%
891

Hi Chu
Thanh Kh
Ng Hnh Sn
Sn Tr
Lin Chiu
Ha Vang
Cm L
Tng

PetroVietnam
Q
%
125
22,9%
99
19,2%
73
30,5%
84
28,1%
77
32,6%
34
21,3%
47
9%
539

Unique
Q
%
19
3,5%
10
2,0%
6
6
8
2
51

2,0%
2,5%
5,0%
0,3%

Elf gas
Q
%
47
8,6%
50
9,7%
16
6,7%
26
8,7%
19
8,1%
9
5,6%
11
2,1%
178

5. Th phn ring cho tng bnh

a. Ton Thnh ph Nng
Th Phn Loi Bnh Gas Petrolimex
12 kg
13kg
phn trm (%)
S lng
phn trm (%)
48,1%
455
51,9%

S lng
421
b. Ti tng qun
Qun
Gas
Petrolimex
S lng
phn trm
(%)

Qun

Sn tr
12 kg
63
51,2%

Lin chiu

Cm L

Ha Vang

13 kg 12 kg 13 kg 12 kg 13 kg 12 kg
60
52
39
48
35
29
48,8% 57,1% 42,9% 57,8% 42,2% 43,9%

Hi Chu

Thanh Kh

13 kg
37
56,1%

Ng Hnh Sn

Gas
Petrolimex
S lng
phn trm (%)

12kg
111
42,2%

13kg
152
57,8%

12kg
107
51%
Trang 9

13kg
103
49%

12kg
59
47,9%

13kg
64
52,1%

 Mt s kin xut
Theo phng vn vin ti mt s khu vc nh: Khu Trung, Ha Cng th cc i l gas
y rt bt khi lng gas, gay thit hi v bc xc cho ngi tiu dng.
xut: Cng ty nn cho mt i ng kim tra cc i l phn phi y, v mc d bnh
gas c nim phong cn thn nhng mt s i l c th ly keo dn lm gi nim mi.
Nhn thc ca ngi tiu dng v sn phm cha cao, h t thc mc v nim, v chng loi
bnh. C rt nhiu ngi tiu dng cho bit h hon ton b ng trong vic s dng cc loi
gas, i l em loi no th h dng loi . i vi trng hp ny cng ty rt d b i
bnh v tht thot th phn. Nu c th c, cng ty nn xc tin mnh khu khuyn mi,
tc l to thm nhiu u i cho ngi bn hn.
II. PHN ON TH TRNG THEO TIU THC NGH NGHIP

Nhm
I
II
III
IV
V
VI
VII

Petrolimex
S lng
126
203
76
87
84
98
217

Phn trm
14.1%
22.8%
8.5%
9.8%
9.4%
11%
24.4%

Nhm I
Nhm II
Nhm III
Nhm IV
Nhm V
Nhm VI
Nhm VII

Nhm I: Ni tr
Nhm II: Bun bn (tp ho, bn qun, bun bn ch,..)
Trang 10

Nhm III: Cng chc nh nc (gio vin, qun nhn, bc s,..)

Nhm IV: cng nhn (cng nhn c kh, th in,)
Nhm V: Kinh doanh ti nh (th may, ct tc, internet, thu truyn, cafe,..)
Nhm VI: Cn b vin chc (doanh nhn, k ton, th qu,..)
Nhm VII: Cc la chn khc (sinh vin, ngh nng, nh c, tht nghip, khng
ni,..)
III. PHN TCH NH GI THI QUEN V MC S DNG GAS
Cu hi nghin cuL Q1b * Q3 * Q4
Q1b Nhn hiu gas ang s dng?
Q3 ang s dng bnh gas bao nhiu kg?
A4 S dng bnh gas trong thi gian bao lu?
C s phn tch: Phn tch v x l sau khi lm sch d liu nhng phiu tr li ng
yu cu v khi lng ca cc loi bnh gas.

Nhn hiu ang

s dng Q1b
Petrolimex

Loi
bnh
(kg) Q3
12%
13%

Petro VietNam

12%

Unique

12%

Elf gas

12.5%

VT gas

12%

Bp

12%

Khc

Khc %

Mc s dng Q4
Trn mt
ng mt
Di mt
thng
thng
thng
342
51
81.2%
12.7%
6.7%
395
30
28
86.8%
6.6%
6.6%
438
52
30
81.3%
9.8%
9.1%
34
7
49
66.7%
13.7%
19.6%
148
17
10
83.7%
9.6%
6.7%
93
9
7
85.3%
8.3%
6.4%
166
23
8
84.3%
11.7%
4.1%
28
1
4
84.9%
3%
12.1%

Tng
421
100%
455
100%
529
100%
51
100%
178
100%
109
100%
197
100%
33
100%

IV.1 NHN NH V MC GI HIN TI CA CC LOI GAS

Cu hi nghin cu:
Xin vui long cho bit mc hi long ca anh/ch v gi ca bnh gas m anh/ch ang
dng?
C s phn tch: nghin cu ton b quy m mu 1998 h gia nh
Cu tr li
S ngi la chn
Phn trm trn mu (%)
Rt hi lng
61
3.1
Hi lng
366
18.3
Bnh thng
682
38.1
Hi khng hi lng
837
41.9
Trang 11

Rt khng hi lng
Tng

52
1998

2.6
100

Th hin trn biu :

Rt hi lng
Hi lng
Bnh thng
Hi khng hi
lng
Rt khng hi
lng

IV.2 NHN NH V MC GI CA TNG NHN HIU GAS

Cu hi nghin cu: Q1b *Q5
Q1b Hin ti gia nh anh/ch ang s dng nhn hiu gas no?
Q5 Xin vui long cho bit mc hi long ca anh/ch v gi ca bnh gas m anh/ch ang
dng?
C s phn tch: Nghin cu trn 1998 ngi ang s dng gas tr li y hai cu hi
trn.
Nhn hiu
Nhn nh v mc gi hin ti
Tng
ang s
Rt hi
Hi
Bnh
Hi khng Rt khng
dng
long
lng
thng
hi lng
hi lng
Petrolimex
27
145
294
405
20
891
3%
16.1%
31.4%
45.5%
2.2%
100%
Petro
16
124
192
197
10
539
3%
23%
35.6%
36.5%
1.9%
100%
VietNam
Unique
3
12
13
19
4
51
5.9%
23.3%
25.5%
37.3%
7.8%
100%
Elf gas
8
28
64
69
9
178
4.5%
15,7%
36%
38.8%
5.1%
100%
VT gas
2
11
40
53
3
109
Trang 12

BP
Khc

1.89%
4
2%
1
3%

10.1%
40
20.3%
6
18.2%

36.7%
68
34.5%
11
33.3%

48.6%
82
41.6%
12
36.4%

2.8%
3
1.5%
3
9.1%

100%
197
100%
33
100%

Nhn xt: Gi hin ti ca cc loi gas vn cha lm hi lng ngi tiu dng trn th
trng Nng. T l ngi tiu dng cho rng h rt hi lng vi mc gi hin ti
ca cc loi gas ch chim 21,4%. Trong khi s ngi khng hi lng l 44.5% (theo
bng IV.2)
IV.3 S NH HNG CA VIC TNG GI GAS
Cu hi nghin cu: Q6 theo anh/ch vic gi cc loi gas tng ln l?
C s phn tch: Nghin cu trn ton b quy m mu 1998 h gia nh.
Cu tr li
S ngi la chn
Phn trm trn mu
(%)
Rt quan trng
309
15.5%
Quan trng
1019
51%
Bnh thng
524
28.7%
Khng quan trng
89
4.5%
Hon ton khng quan trng
47
2.4%
Tng
1998
100%
Th hin trn bn :

Rt quan trng

Quan trng

Bnh thng

Khng quan
trng
Hon ton
khng quan
trng
Slice 6
Trang 13

Nhn xt: Kt qu nghin cu cho thy vic tng gi ca tt c cc nhn hiu gas l rt quan
trng i vi ngi tiu dng
kin:
Trong bi cnh tt c cc nhn hiu gas u c mt mc gi tng i cao th doanh nghip
no a ra c mt chnh sch gi hp l th c th s thu ht c nhiu s quan tm ca
khch hng.
V. NH GI V CC NHN HIU GAS
Cu hi nghin cu
Q1b * Q2
C s phn tch
Phn tch theo tng nhn hiu c chn trong Q1b v cc nhn
nh tr li tng ng trong cc cu
Q2.1 * Q2.2 * Q2. 3 * Q2.4 * Q2.6 * Q2.7 * Q2.8 * Q2.9
Bng biu kt qu
Gm hai bng sau:
Bng: V-1
Cc nhn nh
Bnh Gas c mu sc p
C thi gian s dng lu di
Nhn hiu c cht lng cao
Nhn hiu c chng trnh
khuyn mi hp dn
Nhn hiu ng tin cy
Nhn hiu sn c trn th
trng
L nhn hiu c gi c ph
hp
Nhn hiu an ton

Nhn hiu ang s dng Q1b

Petrolimex
Petro VN
Uniqes
Khng
c
Khng
c
Khng
c
462
429
213
325
34
16
51,9%
48,1% 39,6%
60,4%
68,0%
32,0%
329
562
216
322
14
26
36,9%
63,1%
40,1%
59,9%
48,0%
52,0%
210
681
197
314
17
33
23,8%
76,4%
36,6%
63,4%
34,0%
66,0%
678
213
413
125
402
10
76,1%
23,9%
76,8%
23,2%
80,0%
20,0%
177
714
171
367
20
30
19,9%
80,1%
31,8%
68,2%
40,0%
60,0%
199
692
147
391
15
35
22,3%
77,7%
27,3%
72,7%
30,0%
70,0%
577
314
319
219
29
21
64,8%
35,2%
59,3%
40,7%
58,0%
42,0%
99
792
92
446
8
42
11,1%
88,9%
17,1%
82,9%
16,0%
84,0%

Bng: V 2
Cc nhn nh
Bnh Gas c mu sc p
C thi gian s dng lu di
Nhn hiu c cht lng cao

Nhn hiu ang s dng

ELF
VT gas
BP
Khng
c
Khng
c
Khng
c
110
69
61
47
106
91
61,8%
28,2% 56,5%
44,5%
53,8%
46,2%
90
88
44
64
77
120
50,8%
49,2%
40,7%
59,3%
39,1%
60,9%
92
86
41
67
67
130
51,7%
48,3%
38,0%
62,0%
34,0%
66,0%
Trang 14

Nhn hiu c chng trnh khuyn

mi hp dn
Nhn hiu ng tin cy
Nhn hiu sn c trn th trng
L nhn hiu c gi c ph hp
Nhn hiu an ton

139
78,1%
78
43,8%
76
42,7%
125
70,2%
49
27,5%

39
21,9%
100
56,2%
102
57,3%
53
29,8%
129
72,5%

84
77,8%
28
25,9%
26
21,4%
74
68,5%
8
7,4%

24
22,2%
80
74,1%
82
78,6%
34
21,5%
100
92,6%

158
80,2%
60
30,5%
76
38,6%
116
58,9%
28
14,2%

39
19,8%
137
69,5%
121
61,4%
81
41,1%
169
85,5%

Hu ht cc hng cha tp trung vo cng tc qung co, khuyn mi, tuyn truyn.
(Phn ch s in m th hin u th ca nhn hiu trong hnh vi mua ca khch hng)
Nhn xt:
Theo kt qu nghin cu th Gas Petrolimex c ngi tiu dng nh gi rt cao
nhiu tiu thc nh gi. D dng nhn ra y ang l mt nh dn o th trng Gas hin
ti vi nhiu th mnh v cht lng, tin cy ca ngi tiu dng i vi nhn hiu,
chng trnh khuyn mi phong ph, thi gian s dng lu di.
Tuy nhin cc tiu thc nh gi nh mu sc trn bnh, nhn hiu sn c trn th trng,
nhn hiu an ton th Petrolim ang c nhng i th cnh tranh l Petro VN v VT Gas.
V gi th li c s cnh tranh ca Uniques.
VI. L DO CHN MUA V S DNG CC NHN HIU GAS
Cu hi nghin cu
Q1b * Q7
C s phn tch
Phn tch theo tng nhn hiu c chn trong Q1b v cc nhn
nh tr li tng ng trong cc cu
Q7.1*Q7.2*Q7.3*Q7.4*Q7.5*Q7.6*Q7.7*Q7.9*Q7.10*Q7.11*Q7.12
Bng biu kt qu
Bng: VI-1

Gm hai bng sau

Cc l do chn mua
Q7
tng dng v hi lng vi n
Thy qung co trn TV/ bo c
khuyn mi
C khuyn mi hp dn
Bn b, b con gii thiu
Ngi bn hng gii thiu

Nhn hiu ang s dng Q1b

Petrolimex
Petro VN
Uniques
Khng
c
Khng
c
Khng
c
154
737
137
401
21
29
17,3%
82,7% 25,5%
74,5%
42,0%
58,0%
650
241
399
139
41
9
73,0%
27,0%
74,2%
25,9%
82,0%
18,0%
767
124
468
70
44
6
86,1%
13,9%
87,0%
13,0%
88,0%
12,0%
613
278
390
140
40
10
68,8%
31,2%
74,0%
26,0%
80,0%
20,0%
578
313
301
237
26
24
Trang 15

i l phc v tt
Nhn hiu ny c mu m ti
thch
Nhn hiu an ton
ng gi ng tin
L nhn hiu ph bin
L nhn hiu lu nm trn th
trng
D tm kim, d mua

64,9%
132
14,8%
515
57,8%
132
14,8%
488
54,8%
240
26,9%
243
27,3%
102
11,5%

35,1%
759
85,2%
376
42,2%
759
85,2%
403
45,2%
651
73,1%
648
72,7%
788
88,5%

55,5%
63
11,7%
340
63,2%
120
22,3%
306
56,9%
219
40,7%
277
42,2%
80
14,9%

44,5%
475
87,5%
198
36,7%
418
77,7%
232
43,1%
319
59,3%
311
57,8%
458
85,1%

52,0%
8
16,0%
33
66,0%
10
20,0%
23
46,0%
28
56,0%
26
52,0%
3
6,0%

48,0%
42
84,0%
17
34,0%
40
80,0%
27
55,0%
22
44,0%
24
48,0%
47
92,0%

Bng VI 2
Cc l do chn mua Q7
tng dng v hi lng vi
n
Thy qung co trn TV/Bo
c khuyn mi
C khuyn mi hp dn
Bn b, b con gii thiu
Ngi bn hng gii thiu
i l phc v tt
Nhn hiu ny c mu m ti
thch
Nhn hiu an ton
ng gi ng tin
L nhn hiu ph bin
L nhn hiu lu nm trn th
trng
D tm kim, d mua

Nhn hiu ang s dng Q1b

ELF
VT Gas
BP Gas
Khng
C
Khng
C
Khng
C
42
136
39
69
48
149
23,6%
76,4% 36,1% 63,9% 24,4% 75,6%
145
33
89
19
166
31
81,5%
18,5% 82,4% 17,6% 84,3% 15,6%
152
26
92
16
179
18
85,4%
14,6% 85,2% 14,8% 90,9% 9,1%
115
63
76
32
153
44
64,6%
35,4% 70,4% 29,6% 77,7% 22,3%
111
67
60
48
118
79
62,4%
37,65
55,6% 44,45 59,9% 40,1%
32
146
17
91
29
168
18,0%
82,0% 15,7% 84,3% 14,7% 85,3%
102
76
65
43
128
69
57,3%
42,75
60,2% 39,85 65,0% 35,0%
27
151
16
92
32
165
15,25
84,4% 14,8% 85,2% 16,2% 83,8%
110
68
59
49
127
70
61,8%
38,2% 54,6% 45,4% 64,5% 35,5%
82
96
55
53
88
109
46,1%
53,9% 50,9% 49,1% 44,7% 55,3%
86
92
59
49
100
97
48,3%
51,7% 54,6% 46,4% 50,8% 49,2%
27
151
12
96
38
159
15,2%
84,8% 11,1% 88,9% 19,3% 80,7%
Trang 16

(Phn ch s in m th hin u th ca nhn hiu trong hnh vi mua ca khch hng)

Nhn xt:
Kt qu nghin cu t thc a v vic nh gi nhn hiu Gas v l do chn mua
nhn hiu cho ta thy c nhng li th v nhn hiu ca mnh so vi cc nhn hiu khc
th hin nhng con s phn trm la chn.
y chng ti xin nu ln mt vi im cn ch i vi nh cung cp Gas
Petrolimex nh sau:
Xem xt mi quan h gia cc l do chn mua:
- C khuyn mi hp dn
- c bn b, b con gii thiu
- Ngi bn hng gii thiu
- i l phc v tt
Phn trm ngi la chn c i vi nhn hiu Gas Petrolimex t hn cc nhn hiu
khc. Thit ngh nh cung cp nn xem xt li tnh hiu qu ca cc chin lc c ng v
knh phn phi.

Trang 17

PHN V. CC HN CH TRONG VIC NGHIN CU

I. Hn ch trong vic t chc thu thp d liu:
- Do quy m mu ln v ph rng khp a bn TP Nng nn vic di chuyn ca
phng vn vin tng i vt v v c nh hng n cht lng phng vn.
- Do iu lin thi tit trong nhng ngy u thng 11 va qua c ma ln nn c th
lm cho vic khai thc thng tin t cc V gp kh khn.
II. Hn ch trong qu trnh nghin cu:
- Do hn ch v mt thi gian v chi ph nghin cu nn cuc nghin cu vn cha
tht s chuyn su, cha th gii quyt trit cc vn v phn on th trng. Cuc
nghin cu ch mi dng li vic phn on th trng theo tiu thc ngh nghip ch
cha tht s chuyn su nghin cu vo cc tiu thc nh thu nhp, tng lp kinh t.
- Cuc nghin cu cng ch dng vic thng k m t trn tng th ch cha c th
ho c th trng tim nn.
- Trong qu trnh nghin cu ny sinh cc vn v knh phn phi, v vic lm gi,
lm nhi cc nhn hiu nhng do phm vi nghin cu c gii hn chng ti khng th i su
lm r.
Phng n khc phc cc cuc nghin cu sau:
nhng ln nghin cu sau t hiu qu cao hn th chng ti mong mun c
nh cung cp cho php m rng gii hn nghin cu v cung cp nhiu thng tin hn v mc
tiu nghin cu.

Trang 18

PHN VI. KT LUN V XUT

Bng bo co kt qu nghin cu ny phn nh ton b qu trnh nghin cu, cc
giai on, cc c s a ra kt qu mt cch ng tin cy. Chng ti xin cam kt mi
thng tin v cuc nghin cu s c bo mt tuyt i cho Doanh nghip.
Kt qu nghin cu phn nh tnh hnh thc t trn th trng, phn mh v nhn
din cc i th cnh tranh chnh ca Doanh nghip trn tng tiu thc nh gi. T kt qu
ny, Doanh nghip s a ra nhng chin lc Marketing hp l cho mnh nhm bo v v
th v tng cng nng lc cnh tranh cho mnh.
T kt qu nghin cu, chng ti xin xut mt vi phpng n nh sau:
I. Phng n ngh t kt qu nh gi v nhn hiu
Mc d kt qu phn nh v th dn u ca nhn hiu Gas Petrolimex, tuy nhin
cc tiu thc nh gi nh nhn hiu sn c trn th trng, nhn hiu an ton th DN mi
ch xp v tr th hai. S d chng ti nu hai tiu thc ny l v trong bi cnh l mt Chi
nhnh Gas th DN c th trc tip tc ng n hai tiu thc ny.
Bn cnh Gas Petrolimex ang c li th vt tri so vi cc i th khc v mc
trung thnh ca ngi tiu dng ( tng dng v hi lng vi n 82,7%, nhn hiu ng
tin cy 80,1%)
Do phng n a ra thit ngh nn nh vo cng tc c ng, tuyn truyn ng
thi kt hp chnh sch chit khu v hoa hng hp l cho cc knh phn phi ca mnh
pht trin thm th phn.
C mt thc t kh r l ngi tiu dng la chn s dng cc nhn hiu Gas mt
phn l do tc ng ca ngi bn. V th khi c chnh sch chit khu tt cho cc i l th
h s tr thnh mt knh truyn thng rt tt. Ngoi ra c th cho ng Bo, TV, t ri
c ng cho tnh nng an ton v thng bo cng khai rng ri cc chng trnh khuyn mi
ca nhn hiu. C th t chc cc chng trnh c ng c sc hp dn cc b ni tr v
y chnh l i tng s dng gas nhiu nht v l i tng nh hng ln trong vic
quyt nh nhn hiu gas trong gia nh.
Chng ti xin chn thnh cm n Ban lnh o Chi nhnh Gas Petrolimex Nng
to iu kin cho php chng ti thc hin cuc nghin cu ny. Chng ti hy vng s
c tip tc hp tc vi Qu doanh nghip trong cac d n nghin cu sau v cc chin
lc ra t cuc nghin cu ny. Chng ti mong mun rng nhng kt qu thu c t
cuc nghin cu ny s mang li hiu qu cao trong cc hot ng Marketing ca Doanh
nghip.
Xin chn thnh cm n!

Trang 19

PHN VII. PH LC 1
nh gi nhn hiu Petrolimex theo tng qun
Cu hi nghin cu (Q2, Q1)

Petrolimex
Hi chu
Thanh Kh
Ng Hnh Sn
Sn Tr
Lin Chiu
Cm L
Ho Vang

Petrolimex
Hi chu
Thanh Kh
Ng Hnh Sn
Sn Tr
Lin Chiu
Cm L
Ho Vang
Petrolimex
Hi chu
Thanh Kh
Ng Hnh Sn
Sn Tr
Lin Chiu
Cm L
Ho Vang

Bnh Gas c mu sc p
Khng chn
C chn
S ngi
%
S ngi
388
24,7%
158
325
20,73%
81
170
10,8%
69
239
15,2%
60
202
12,9%
34
100
6,37%
12
145
9,2%
15

%
36,8%
18,9%
16,1%
14,0%
7,9%
2,8%
3,5%

C thi gian s dng lu di

Khng chn
C chn
S ngi
%
S ngi
494
27,7%
52
330
18,52%
68
220
12,3%
19
259
14,5%
40
212
11,9%
24
112
6,28%
8
156
8,7%
4

%
24,2%
31,6%
8,8%
18,6%
11,2%
3,7%
1,9%

Nhn hiu c cht lng cao

Khng chn
C chn
S ngi
%
S ngi
381
26,6%
165
276
19,24%
90
168
11,7%
71
209
14,6%
90
177
12,3%
59
120
8,36%
32
103
7,2%
57

%
29,3%
16%
12,6%
16,0%
10,5%
5,6%
10,1%

Trang 20

S2 Xin anh/ch vui lng cho bit anh/ch hay bt c thnh vin no
trong gia nh lm vic trong cc ngnh ngh sau y khng?(MA)
Cng ty qung co hay b phn qung co
Cng ty nghin cu th trng hay b phn nghin cu T.trng
Truyn thng i chng
Cng ty/i l phn phi gas
Cc cng ty/cc trm xng du
Khng c ngnh no nu trn

Code

Route

1
2
3
4
5
6

NG
NG
NG
NG
NG
NG

S3 Xin anh/ch vui lng cho bit gia nh anh/ch c s dng GAS
hay khng? (SA)
C
Khng

Code

Route

1
2

NG

S4 Xin anh/ch vui lng cho bit tui ca anh/ch? (SA)

Code
1
2
3

Di 18
T 18 n 55
Trn 55

Route
NG
NG

NH V SN PHM
Q1a Xin anh ch vui lng cho bit gia nh anh ch tng s dng nhng nhn hiu Gas
no trong qu kh?(MA)
Q1b Hin ti gia nh anh ch ang s dng nhn hiu GAS no?(SA)
Q1c Trong tng lai gia nh anh ch d nh s s dng nhn hiu GAS no?(SA)
Cc nhn hiu
PETROLIMEX
PETROVIETNAM
UNIQUE
ELF GAS
VT GAS
BP
Loi khc (ghi r: )

Ch hi nhng nhn hiu c tr li Q5b

Trang 21

Q1a
Qu kh
1
2
3
4
5
6
98

Q1b
Hin ti
1
2
3
4
5
6
98

Q3c
Tng lai
1
2
3
4
5
6
98

Xin vui lng cho bit nhng nhn nh no di y ph hp vi nhn hiu GAS m gia
nh anh/ch ang s dng?(MA)
CC NHN NH
Bnh gas c mu sc p
Thi gian s dng lu di
Nhn hiu c cht lng cao
Nhn hiu c chng trnh khuyn
mi hp dn
c bn b, ngi thn gii thiu
Nhn hiu ng tin cy
Nhn hiu sn c trn th trng
L nhn hiu c gi c ph hp
S dng nhn hiu ny lm ti cm
thy an ton
Do i l bn hng cung cp

Petro
limex
1
2
3
4

Petro
Unique ELF VT
V.Nam
Gas Gas
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4

BP
1
2
3
4

5
6
7
8
9

5
6
7
8
9

5
6
7
8
9

5
6
7
8
9

5
6
7
8
9

5
6
7
8
9

10

10

10

10

10

10

Xin vui lng cho bit gia nh anh/ch ang s dng bnh GAS bao
nhiu kg? (SA)
12kg
13kg
Khc .(ghi r)

Code

Xin vui lng cho bit gia nh anh/ch s dng bnh gas trong thi
gian bao lu? (SA)
Trn 1 thng
ng 1 thng
Di 1 thng

Code

Khc

Route

1
2
98
Route

1
2
3

THNG TIN V GI C
Xin vui lng cho bit mc hi lng ca anh/ch v gi ca bnh
Code
gas m anh ch ang dng?
Rt hi lng
1
Hi lng
2
Bnh thng
3
Khng hi lng
4
Rt khng hi lng
5
Q6 Theo anh ch mc nh hng khi gi GAS tng ln i vi tiu dng l :
Rt quan

Quan trng

Bnh thng
Trang 22

Khng quan trng

Route

Hon ton khng

trng
1

quan trng
5

HNH VI MUA
Q7 Xin anh ch vui lnh cho bit u l l do anh ch chn mua nhn hiu
Petro
limex

Petro
viet nam

Unique

ELF gas

VT gas

BP

tng dng v hi lng vi n

Thy qung co trn TV/bo ch/ c khuyn mi
C khuyn mi hp dn
Bn b, b con gii thiu
Ngi bn hng gii thiu
i l phc v tt
Nhn hiu ny c mu m ti thch
Nhn hiu s dng an ton
ng gi ng tin
L nhn hiu ph bin
L nhn hiu lu nm trn th trng
D tm kim/d mua
L do khc
(ghi r :)

1
2
3
4
5
6
7
8
9
10
11
12

1
2
3
4
5
6
7
8
9
10
11
12

1
2
3
4
5
6
7
8
9
10
11
12

1
2
3
4
5
6
7
8
9
10
11
12

1
2
3
4
5
6
7
8
9
10
11
12

1
2
3
4
5
6
7
8
9
10
11
12

98

98

98

98

98

98

Q8 Xin vui lng cho bit gia nh anh ch nhn c hnh thc
khuyn mi no trong cc hnh thc di y?(MA)
Tng phm km theo khi mua Gas (nc ra chn, x phng, o
ma.)
Th co trng thng
Rt thm trng thng
Khc .(ghi r)

Trang 23

Code

Route

1
2
3
98

1
2
3
98

PHN VIII. PH LC 2

Trang 24

DANG SCH RES THC T

Tn d n: generation 1 Qun .
Phng ..
Tn PPV:..
Stt

a ch

Tn Res

Tui
nam

Tui
n

Nhn hiu ang s dng

Thnh ph: Nng

K tn

in thoi

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Ngy thng nm 200
PVV k tn

Trang 1

GL
K tn

Tn d n: generation 1

Thnh
ph: Nng
Qun

Tn PPV:..
T..
Stt

M
s

a ch

H tn ngi
tip xc

H tn
ca Res

H
OK

Tui
nam

Tui
n

Phng .

Nh H
i
ng t tng
ca chi
t
chi

Ngnh
cm

Ngoi

tui
quy
nh

Nhn
hiu
ang
s
dng

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Ngy thng nm 200
PVV k tn

Trang 2

GL
K tn

Ngy

Gi

Ghi
ch