B GIO DC V O TO TRNG I HC NGOI THNG ---------o0o---------

CNG TRNH THAM D CUC THI Sinh vin nghin cu khoa hc Trng i hc Ngoi thng 2012

TN CNG TRNH: Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H Ni v mt s khuyn ngh

Nhm ngnh: Kinh doanh v Qun L 2

H Ni, thng 4 nm 2012

DANH MC BNG BIU

Bng 1.1: Khi qut ni dung ca hnh vi mua sm Hnh 1.2. Quy trnh ra quyt nh mua ca c nhn Hnh 1.3: M hnh phn loi Bng 1.4 :Nhng thnh phn chnh trong hnh nh mt ca hng bn l Bng 1.5: S phn loi Nhn hng ring Biu 2.1:Biu th hin s tiu dng trn ton th gii vi sn phm nhn hng ring trong thi gian suy thoi kinh t Biu 2.2:Biu th hin s tiu dng trn ton th gii vi sn phm nhn hng ring trong thi gian kinh t phc hi Biu 2.3: Th phn sn phm nhn hng ring trong ngnh thng mi hin i chu Biu 2.4: Th phn sn phm nhn hng ring chu M Latinh Biu 2.5: Top 10 quc gia dn u trong vic tiu dng sn phm nhn hng ring trong thi k nn kinh t suy thoi S 2.6: S 2.7 : Bng 3.1: Mt s ch tiu ch yu nm 2011( tng/gim) so vi nm 2010(%) S 3.2: S Tng ha mi quan h gia cc yu t tham gia pht trin nhn hng ring

MC LC

LI M U ........................................................................................................... 1 CHNG I: L THUYT CHUNG V NHN HNG RING ........................ 4 1.1.L thuyt v hnh vi ngi tiu dng .................................................................. 4 1.1.1. Khi nim: ......................................................................................................... 4 1.1.2. Cc vai tr v cc kiu hnh vi mua sm: ....................................................... 5 1.1.3. Quy trnh ra quyt nh v cc yu t lin quan ............................................. 6 : .......................................................................... 14 1.2.1. : ...................................................................................... 14 1.2.2. Nhng yu t tc ng ti vic la chn ca hng v mua sm ................... 21 1.2.3. : ....................................................................... 23 CHNG 2: THC TRNG S DNG NHN HNG RING TI CC SIU TH TRN A BN H NI ................................................................................ 30 2.1. Khi qut thc trng nhn hng ring trn th gii v ti Vit Nam ............. 30 2.1.1. Trn th gii .................................................................................................... 30 2.1.2. Ti th trng Vit Nam ................................................................................. 36 2.2. Kho st, iu tra thc trng: ........................................................................... 43 2.2.1. Thng tin chung v kho st: ......................................................................... 43 2.2.2. Ni dung kho st: .......................................................................................... 43 2.2.3. Thit k bng hi: ........................................................................................... 44 2.2.4. Hng khai thc thng tin ............................................................................. 49 2.3. Tng hp kt qu kho st ................................................................................ 49 2.3.1. Tng hp, nh gi theo nhm cu hi: ........................................................ 49 2.3.2. Kt lun t kho st: ...................................................................................... 53 2.3.3. nh gi chung v sn phm nhn hng ring Vit Nam: ........................ 53

CHNG 3: MT S KHUYN NGH CA NHM NGHIN CU .............. 58 3.1. Nhn nh v xu hng tiu dng ca Vit Nam trong nhng nm ti .......... 58 3.1.1. Bc tranh ton cnh v nn kinh t Vit Nam 2011-2012 ............................. 58 3.1.2. Mt s xu hng ch yu trong tiu dng ca ngi Vit Nam ................... 60 3.2. C hi v thch thc i vi sn phm nhn hng ring ti Vit Nam .......... 63 3.2.1. C hi .............................................................................................................. 63 3.2.2. Thch thc. ..................................................................................................... 64 3.3. Mt s khuyn ngh ........................................................................................... 65 3.3.1. i vi nh phn phi..................................................................................... 65 3.3.2. i vi nh sn xut ....................................................................................... 67 3.3.3. i vi ngi tiu dng .................................................................................. 70 3.3.4. Tng ha mi quan h: ................................................................................... 71 KT LUN ............................................................................................................... 73 TI LIU THAM KHO ........................................................................................ 75 PH LC .................................................................................................................. 77

LI M U
1. Tnh cp thit ca ti: Qu trnh ton cu ha nn kinh t din ra ngy cng mnh m v si ng. Trong nn kinh t th trng cnh tranh y khc lit, t c thnh cng v to c v th cho ring mnh, cc doanh nghip lun khng ngng nghin cu tm ra nhng hnh thc kinh doanh mi nhm pht trin th phn v gia tng li nhun. Thi gian va qua, c bit l khong thi gian nn kinh t th gii lm vo khng hong, trong ngnh kinh doanh bn l, m tp trung ch yu l cc h thng siu th, mt hnh thc kinh doanh mi dn hnh thnh v ang ngy cng c m rng, chnh l hnh thc sn xut v kinh doanh sn phm mang nhn hng ring. Thc t khi nim nhn hng ring khng cn xa l g vi ngi tiu dng trn ton cu na v cc sn phm mang nhn hng ring tr thnh mt la chn thng xuyn ca ngi tiu dng trong hin ti v d on s cn pht trin mnh hn na trong tng lai. Khng nm ngoi xu hng pht trin chung ca ton th gii, nm 2002 c cho l nm m u tro lu lm nhn hng ring ca cc siu th, cc nh bn l Vit Nam khi h thng siu th Metro Cash & Carry ln u tin tung ra hng lot cc nhn hng ring. Phi khng nh mt iu rng, vic nhn hng ring ra i thu ht c s quan tm ca ngi tiu dng, ng thi mang li cho cc siu th nhng li ch khng nh nh tn dng c h thng phn phi ca mnh, tn dng li th thng hiu, ct gim c phn no chi ph marketing, Cc sn phm c gn nhn hng ring r rng ang c rt nhiu li th so vi sn phm ca nh sn xut, c bit l trong tnh hnh lm pht cao nh hin nay. Tuy nhin, vn c nhng lung xu hng khc nhau trong tm l tiu dng ca khch hng i vi sn phm ny. Nhn bit c tnh cp thit ca vn t ra, chng ti quyt nh nghin cu ti: Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ca cc siu th trn a bn H Ni v mt s khuyn ngh

Vi mong mun s gip ngi c hiu r hn c tm l ngi tiu dng trong vic s dng cc sn phm mang nhn hng ring v a ra mt s khuyn ngh cho cc bn c lin quan. 2. Tng quan tnh hnh nghin cu: V mng tm l ngi tiu dng, c rt nhiu bo co trong v ngoi nc nghin cu su sc v vn ny, tuy nhin i vi dng sn phm mang nhn hng ring th vn cn rt hn ch bi l ti ny cha c khai thc nhiu. c mt s bo co trn Tp ch khoa hc v cng ngh H Nng cp n thc trng nhn hng ring ti Vit Nam, tuy nhin mi nh gi a ra khng da trn kha cnh tm l ngi tiu dng m ch yu l ci nhn ca cc nh phn phi. Vi nhng xu hng mnh v ti ny trong thi gian gn y, chng ti tin rng nghin cu ny s gp phn a ra mt ci nhn su sc hn v nhn hng ring thng qua thi , cch ng x ca khch hng. 3. Mc tiu nghin cu: H thng ha l thuyt v nhn hng ring v cc ni dung c lin quan nh Nghin cu v nh gi thc trng s dng nhn hng ring ca cc siu th a ra 1 s khuyn ngh vi cc bn lin quan c nhn thc, thi , hnh vi tm l ngi tiu dng (consumer behavior) v phn phi. ti Vit Nam ni chung v trn a bn H Ni ni ring. v trch nhim ph hp vi nhn hng ring 4. Phng php nghin cu: Kho st c c ci nhn c th v tnh hnh s dng nhn hng ring ti S dng mt s l thuyt ph hp phn tch hnh vi ngi tiu dng. p dng l thuyt vo phn tch kt qu kho st c c nh gi ng n

cc siu th. -

v thc trng s dng nhn hng ring trn a bn H Ni.

a ra mt s khuyn ngh cho nh phn phi, nh sn xut, ngi tiu dng v

mt s bn lin quan 5. i tng nghin cu v phm vi nghin cu: i tng nghin cu: Thi v hnh vi ngi tiu dng i vi nhn hng ring ca cc siu th ti H Ni Phm vi nghin cu: Khng gian: ti 4 siu th : BigC, Metro Cash & Carry, Co.op Mart, Hapro. Thi gian: t nm 2007 n nay. 6. Kt qu nghin cu d kin: ny. nh gi thc trng, hiu qu vic cc siu th a dng sn phm ny vo th a ra khuyn ngh vi cc bn lin quan theo 2 hng l nh lng v nh trng. tnh. 7. Kt cu ca ti: Chng I: L thuyt chung v nhn hng ring Chng II: Thc trng s dng nhnh hng ring ti cc siu th trn a bn H Ni Chng III: Mt s khuyn ngh vi cc bn lin quan Bn bo co tng hp khong 60 trang theo ng quy nh ban t chc. Ch r c im, xu hng ngi tiu dng trong vic tip nhn dng sn phm

CHNG I: L THUYT CHUNG V NHN HNG RING 1.1 .L thuyt v hnh vi ngi tiu dng 1.1.1 Khi nim: Trc ht, c 3 khi nim chnh thng xuyn c nhc n khi ni v hnh vi ngi tiu dng, l: khch hng, nhm khch hng v hnh vi khch hng. 1.1.1.1 Khch hng

Khi nim khch hng y c hiu l ngi mua hoc c s quan tm mt loi hng ha no m s quan tm ny c th dn n hnh ng mua (Ths T Th Hng Hnh, p 16) 1.1.1.2 Nhm khch hng:

nghin cu c r hnh vi khch hng, chng ta cn phn bit 2 nhm khch hng chnh l: khch hng c nhn v khch hng t chc. Khch hng c nhn: Nhng ngi mua hng phc v cho vic tiu dng ca c nhn hoc gia nh h. Khch hng t chc: Nhng ngi ny mua hng s dng cho cc hot ng ca t chc (Ths T Th Hng Hnh, p17) 1.1.1.3 Hnh vi ngi tiu dng (khch hng)

Theo Hip hi marketing Hoa K, hnh vi khch hng chnh l s tc ng qua li gia cc yu t kch thch ca mi trng vi nhn thc v hnh vi ca con ngi m qua s tng tc con ngi thay i cuc sng ca h. Hay ni cch khc, hnh vi khch hng bao gm nhng suy ngh v cm nhn m con ngi c c v nhng hnh ng m h thc hin trong qu trnh tiu dng. Nhng yu t nh kin t nhng ngi tiu dng khc, qung co, thng tin v gi c, bao b, b ngoi sn phm u c th tc ng n cm nhn, suy ngh v hnh vi ca khch hng Theo Kotler & Levy, hnh vi khch hng l nhng hnh vi c th ca mt c nhn khi thc hin cc quyt nh mua sm, s dng v vt b sn phm hay dch v.

Nh vy, qua hai nh ngha trn, chng ta c th xc nh hnh vi khch hng bao gm cc yu t: dng. Hnh vi khch hng l nng ng v tng tc v n chu tc ng bi nhng Hnh vi khch hng bao gm cc hot ng: mua sm, s dng v x l sn yu t t mi trng bn ngoi v c s tc ng tr li i vi mi trng y. Nhng suy ngh v cm nhn ca con ngi trong qu trnh mua sm v tiu

phm dch v. (Ths T Th Hng Hnh 2009, p 11) 1.1.2 Cc vai tr v cc kiu hnh vi mua sm:

1.1.2.1Cc vai tr trong mua hng: Mt quyt nh mua hng ca c nhn khng ch l quyt nh ca ring h, m thng thng cn chu s tc ng, nh hng t nhiu ngi khc. Theo Phillip Kotler, c th chia ra 5 loi ngi khc nhau vi nhng tc ng khc nhau n hnh vi mua hng ca ngi tiu dng, l: ngi ch xng, ngi c nh hng, ngi quyt nh, ngi mua v ngi s dng. Ngi ch xng: y l ngi u tin nu ln tng mua mt sn phm hay dch v c th. Ngi c nh hng: nh. Ngi quyt nh: l ngi quyt nh mi yu t trong quyt nh mua sm: C nn mua khng, mua ci g, mu nh th no hay mua u. Ngi mua: Ngi thc hin vic mua sm thc t. Ngi s dng: Nhiu khi, ngi mua v ngi s dng khng ng nht vi nhau. Ngi s dng y chnh l ngi s tiu dng sn phm hay dch v. kin c nh hng n quyt

1.1.2.2Cc kiu hnh vi mua sm: Cch thng qua quyt nh ca ngi tiu dng s thay i tu theo kiu quyt nh mua sm. V d nh nhng mn hng phc to v t tin s i hi ngi mua phi cn nhc k hn v c nhiu ngi tham gia quyt nh hn. Assael phn ra bn kiu hnh vi mua sm ca ngi tiu dng cn c vo mc tham gia ca ngi mua v mc khc nhau gia cc nhn hiu. Bn kiu ny c lit k bao gm c: Ngoi ra, ta cn c th khi qut ni dung ca cc hnh vi mua sm thng qua bng sau: Bng 1.1: Khi qut ni dung ca hnh vi mua sm Mc tham gia cao Nhiu nhn hiu tp t nhn hiu Hnh vi mua sm m bo hi ha 1.1.3 Hnh vi mua sm phc Mc tham gia thp Hnh vi mua sm tm kim s a dng Hnh vi mua sm thng thng

Quy trnh ra quyt nh v cc yu t lin quan

1.1.3.1.Quy trnh ra quyt nh:

Hnh 1.2. Quy trnh ra quyt nh mua ca c nhn Trn hnh 1 trnh by su giai on m ngi tiu dng phi tri qua: thc nhu cu, tm kin thng tin, nh gi cc phng n, quyt nh mua, hnh ng mua v phn ng sau mua. Xt theo m hnh th mt ngi tiu dng bt k phi tri qua tt c su giai on trong mi ln mua hng. Tuy nhin, khi thc hin mua hng thng ngy h b qua mt vi giai on hay thay i trnh t ca chng. V d mt ngi ph n mua thuc nh rng nhn hiu quen thuc vi mnh, sau khi thc nhau cu thng qua ngy quyt nh mua hng, b qua giai on thu thp thng tin v nh gi cc phng n. Nhng d sao, m hnh trn cng phn nh tt c nhng s cn nhc ny sinh khi ngi tiu th gp phi mt tnh hung mi i vi h, c bit l nu khi phi gii quyt nhiu vn (NXB Thng K, p 140) 1.1..3.2.Cc yu t lin quan: Ngi tiu dng thng qua cc quyt nh ca mnh khng phi trong chn khng. C 5 yu t c nh hng ln n hnh vi mua hng m h thc hin, bao gm: yu t vn ha, yu t x hi, yu t c nhn, yu t tm l v yu t tnh hung. Yu t vn ha:

Nhng yu t v trnh vn ha c nh hng to ln v su sc nht n hnh vi ngi tiu dng. Ta s xem xt nn vn ha, nhnh vn ha v a v x hi ca ngi mua ng vai tr nh th no. Nn vn ha: l yu t c bn quyt nh mong mun v hnh vi ca mi ngi. Nhng a tr ln ln ti cc quc gia khc nhau s c cch nhn khc nhau v bn than, mi quan h vi mi ngi v cc l nghi x hi. Ngi Nht c thi quen tiu dng tit kim trong khi ngi M li thch mua sm. Nhnh vn ha: mi mt nn vn ha li bao gm cc nhnh vn ha nh hn, quyt nh chi tit hn ti hnh vi ngi tiu dng. Cc nhnh vn ha bao gm quc tch, tn gio, chng tc v khu vc a l. Tng lp x hi: l nhng phn cp trong x hi. Cc tng lp x hi khc nhau th c s a thch hng ha cng nh thng hiu khc nhau v qun o, gia dng, cc hot ng gii tr v xe c. Thm ch s khc bit ny cn c th hin trong vic chn la cc phng tin truyn thng: cc tng lp cao thng la chn sch bo, tp ch trong khi cc tng lp di thng chn truyn hnh. Khng ch vy, ngay c trong lnh vc truyn hnh, cc tng lp cao thng c xu hng chn chng trnh tin tc cn cc tng lp di th thng yu thch cc chng trnh th thao. Yu t x hi: Hnh vi ca ngi tiu dng cng c quy nh bi nhng yu t mang tnh cht x hi nh nhng nhm a thch, gia nh v vai tr a v. Nhm a thch: Nhm a thch ca mt ngi l tt c cc nhm c tc ng trc tip hoc gin tip ti thi v hnh vi ca ngi . Cc nhm c tc ng trc tip c gi l cc nhm hi vin (membership groups), mt vi trong s ny l cc nhm s cp ni ngi tng tc mt cch lin tc v than thit nh: gia nh, bn b, ng nghip. Ngoi ra cn c cc nhm th cp nh tn gio, trnh ,cc nhm ny thng yu cu mt s tng tc trang trng hn v t thng xuyn hn.

Nhm a thch tc ng ti ngi tiu dng theo t nht ba cch: a ra hnh vi v li sng mi; nh hng ti thi v thc v bn thn; to sc p ti s la chn ca ngi tiu dng. Thm na, ngi tiu dng cn c th chu nh hng t cc nhm m mnh khng thuc v nh: nhm truyn cm hng (nhm m ngi mun tham gia), nhm phn tch (nhm c cc gi tr v hnh ng m ngi phn i). V d: Mt nghin cu ca J.D power ch ra 62% nhng bc cha m M cho rng con ci h (nhm s cp) ch ng tham gia vo nhng quyt nh mua xe. Do cc nh marketing chuyn hng mc tiu vo th h tr. Vai tr v a v: mt c nhn c th tham gia vo rt nhiu nhm (gia nh, cu lc b, t chc,) ni s xc nh nhng nguyn tc cho hnh vi ca h. Vai tr bao gm cc hot ng m ngi c ngi khc mong ch thc hin, mi vai tr li c gn lin vi mt a v khc nhau. CEO c a v cao hn trng phng, trng phng li c a v cao hn nhn vin bn hng. Mi ngi thng chn cc sn phm th hin vai tr ca mnh v a v thc t hoc a v m h mong mun trong x hi. V d: cu th bng C.Ronaldo thng mua cc loi siu xe t tin nh Bentley, Ferrari, Gia nh: Cc thnh vin trong gia nh l nhm tham kho quan trng c nh hng ln nht. Ta c th phn bit hai gia nh trong i sng ngi mua. Gia nh nh hng gm b m ca ngi . Do t b m m mt ngi c c mt nh hng i vi tn gio, chnh tr, kinh t v mt thc v tham vng c nhn, lng t trng v tnh yu. Ngay c khi ngi mua khng cn quan h nhiu vi b m, th nh hng ca b m i vi hnh vi ca ngi mua vn c th rt ln. nhng nc m b m sng chung vi con ci trng thnh th nh hng ca h c th l c bn.

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Yu t c nhn:

Nhng nt c trng b ngoi con ngi, c bit l tui tc, giai on ca chu trnh i sng gia nh, ngh nghip, tnh trng kinh t, kiu nhn cch hay nim v bn thn, cng nh hng ti nhng quyt nh ca ngi mua. Tui tc v cc giai on trong cuc i: s a thch ca chng ta i vi thc n, qun o, gia dng, gii tr thng lin quan ti tui tc. Sc mua c nh hnh nh s lng, tui tc, gii tnh ca cc thnh vin trong cc h gia nh ti mt thi im c th. Hin nhin nhng ngi tr s thch nhng tr chi cm gic mnh hn nhng ngi c tui. Hn na, hnh vi tiu dng c th thay i khi con ngi tri qua cc giai on nht nh trong cuc i nh m ci v tr thnh cha m. Ngh nghip: ngh nghip r rng c nh hng ti hnh vi tiu dng. Ngi cng nhn s mua qun o lao ng, giy lao ng, hp n tra trong khi gim c cng ty s chn nhng b qun o t tin, v my bay v th hi vin cc cu lc b; k s, lut s, nh vt l s tm nhng phn mm my tnh khc nhau ph hp vi nhu cu cng vic. Hon cnh kinh t: Vic la chn sn phm chu tc ng rt ln t hon cnh kinh t ca ngi . Hon cnh kinh t ca ngi ta gm thu nhp c th chi tiu c ca h (mc thu nhp, mc n nh v cch sp xp thi gian), tin tit kim v ti sn (bao gm c t l phn trm ti sn lu ng), n, kh nng vay mn, thi i vi vic chi tiu v tit kim. Tnh cch v nim v bn thn: Th nht, tnh cch y l nhng c im tm l khc bit dn dt nhng phn ng lin tc v thng nht ca con ngi vi cc kch thch t mi trng, nh: tnh t tin, c lp, d thch nghi,C kin cho rng: cc thng hiu cng c tnh cch ring v ngi tiu dng thng chn cc thng hiu c tnh cch ging nh h. Mt nghin cu ca Jennifer Aeker thuc i hc Stanford tm ra tnh cch ca cc thng hiu v chng minh cho nhn nh trn: Khe mnh (Levis); hng khi (MTV); c nng lc (CNN); chn thnh (Campbells); tinh t. Mt s nghin cu khc trn phm vi ton cu cng cho kt qu tng t. Th hai, ngi

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tiu dng thng chn cc thng hiu c tnh cch ging vi cch nhn nhn ca ngi v bn thn mnh hoc cch ngi l tng ha bn thn mnh hoc cch nhn nhn ca ngi khc v ngi . iu ny c bit ng i vi cc hng ha c tiu dng mt cch cng khai. Phong cch sng: Th nht, phong cch sng l cch thc m mt ngi sng trong th gii c th hin qua cc hot ng, s yu thch v kin ca ngi ny. V d nh nhng ngi c thc bo v sc khe v mi trng thng tiu dng cc sn phm c nhn LOHAS (lifestyles for health and sustainability). Phong cch sng ny mt phn c nh hnh bi vic ngi tiu dng b rng buc v thi gian hay v tin: mt s ngi thch mua hng ha gi r, trong khi mt s ngi sn sng tr thm tin tit kim thi gian. Th hai, quyt nh ca ngi tiu dng b nh hng bi cc gi tr ct li, h thng nim tin nm di thi v hnh vi. Cc gi tr ct li ny quyt nh mc c bn cc s la chn v c mun ca con ngi trong di hn. Yu t tm l: Hnh vi la chn mua hng ca c th cng chu nh hng ca bn yu t c bn c tnh cht tm l nh sau: ng c, nhn thc, nim tin v thi . ng c: Ti bt k mt thi im nht nh no con ngi cng c nhiu nhu cu. Mt s nhu cu c ngun gc sinh hc: nhng trng thi cng thng v sinh l nh i, kht, kh chu. Mt s nhu cu khc c ngun gc tm l. Chng ny sinh t nhng trng thi cng thng v tm l, nh nhu cu c tha nhn, c knh trng hay c gn gi v tinh thn. Hu ht nhng nhu cu c ngun gc tm l u khng mnh thc y con ngi hnh ng theo chng ngay lp tc. Mt nhu cu s tr thnh ng c khi n tng ln n mt mc mnh. Mt ng c (hay mt s thi thc) l mt nhu cu c sc mnh thi thc ngi ta hnh ng. Vic tha mn nhu cu s lm gim bt cm gic cng thng. Cc nh tm l hc pht trin nhng l thuyt v ng c ca con ngi. Trong s nhng l thuyt ni ting nht c ba l thuyt l l thuyt ca Sigmund Freud, ca Abraham Maslow v ca Frederick Herzberg.

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Nhn thc: Mt ngi c ng c lun sn sng hnh ng. Tnh cht hnh ng ca ngi ty thuc vo ch ngi tiu dng nhn thc tnh hung nh th no. Nhn thc c nh ngha l mt qu trnh thng qua c th tuyn chn, t chc v gii thch thng tin to ra mt bc tranh c ngha v th gii xung quanh. Nhn thc khng ch ph thuc vo nhng tc nhn vt l, m cn ph thuc vo c mi quan h ca cc tc nhn vi mi trng xung quanh v nhng iu kin bn trong c th . Ngi ta c th c nhng nhn thc khc nhau v cng mt khch th do c ba qu trnh nhn thc: S quan tm c chn lc, s bp mo c chn la v s ghi nh c chn lc. Tri thc: Khi ngi ta hnh ng h cng ng thi lnh hi c tri thc, tri thc m t nhng thay i trong hnh vi ca c th bt ngun t kinh nghim. Hu ht hnh vi ca con ngi u c lnh hi. Cc nh l lun v tri thc cho rng tri thc ca mt ngi c to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm gng, nhng phn ng p li v s cng c. Nim tin v thi : Thng qua hot ng v tri thc, ngi ta c c nim tin v thi . Nhng yu t ny li c nh hng n hnh vi mua sm ca con ngi. Cc nh sn xut rt quan tm n nhng nim tin m ngi tiu dng mang trong u mnh v nhng sn phm v dch v ca mnh. Nhng nim tin to nn nhng hnh nh ca sn phm cng nh nhn hiu v ngi ta hnh ng theo nhng hnh nh . Nu c nim tin no khng ng n v cn tr vic mua hng th nh sn xut cn thit hnh mt chin dch un nn li nhng nim tin . Thi din t nhng nh gi tt hay xu da trn nhn thc bn vng, nhng cm gic cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th hay mt tng no .

13

Yu t tnh hung:

Vn ch yu c cp ti y l nh hng ca yu t tnh hung n vic tiu th sn phm ti ca hng. Nu phn loi cc yu t tnh hung theo hng tc ng th c 4 loi chnh nh sau: Mi trng vt cht xung quanh: mi trng vt cht bao gm t v tr ca hng, trang tr ni tht, nhit , m nhc, mi v, nhn vin ca hng ti cch trng by hng ha, vt phm qung co V d: Mt ca hng chuyn bn l qun o sang trng, ng mt mun phn nh hnh nh ny ti cc khch hng thng qua cc vt phm, cc trang thit b ca ca hng v mu sc theo mt kiu cch sang trng v mi. Ngoi ra, nhn vin ca hng nn xut vi trang phc lch s v phong cch. Nhng tc ng ca mi trng vt cht s to ra nhng nhn thc tt v mi trng bn l v nhng nhn thc ny n lt n s tc ng n quyt nh mua sm ca khch hng. Theo nghin cu, ngi ta ch nh khong 10% nhng g h c nhng h li nh ti 80% nhng g h tri nghim trn thc t. Chnh v vy, vic thit k mi trng vt cht xung quanh ng vai tr quan trng trong vic cng c thng hiu ca sn phm. Ngoi ra, mu sc khc nhau cng c nh hng khc nhau ti tm l v hnh vi khch hng, chng hn nh mu hng lun to cm gic phn chn. Mi trng x hi xung quanh: khi nim mi trng x hi xung quanh lin quan n s c mt ca nhng ngi khc nhng ngi c th nh hng ti hnh vi ca khch hng c nhn. Cc hnh ng ca chng ta thng xuyn b tc ng, nu khng mun ni l hon ton, bi nhng ngi xung quanh chng ta. Cc c nhn khi mua sm v tiu dng thng c khuynh hng lm ging nhng ngi xung quanh thuc nhm m h a thch. Do vy, hnh vi khch hng chu nh hng kh nhiu t mi trng x hi xung quanh.

14

Bi cnh thi gian: bi cnh thi gian chnh l tc ng ca thi gian n hnh vi hch hng, c th nh sau: - Thi gian dnh cho vic mua sm ca khch hng nhiu hay t, nu khch hng c t thi gian dnh cho vic mua sm th thng c khuynh hng t tm kim thng tin hn v mua sm nhng nhn hiu quen thuc. - C nhng sn phm, dch v c kinh doanh theo ma, chng hn vo nhng ngy l th nhu cu ca khch hng tng ln i vi mt s sn phm dch v kh r . Xc nh nhim v mua sm: quyt nh mua sm cn chu nh hng ca vic mua s dng hay cho tng cho ai? y l nhng yu t quan trng c tnh quyt nh. 1.2 . 1.2.1 1.2.1.1 : : :

2011, tr. 82)

Bn l l mi hot ng nhm bn hng ha hay dch v trc tip cho ngi tiu dng cui cng h s dng cho c nhn, khng mang tnh thng mi. 1.2.1.2 : : -

. .

15

. , kinh doanh 5 :

Thc phm ti sng: tht, hi sn, tri cy v rau c, thc phm ch bin, thc phm ng lnh, thc phm b sa, bnh m. Thc phm kh: Gia v, nc gii kht, nc ngt, ru, bnh snack, ha phm, m phm, thc phm cho th cng v nhng ph kin. Hng may mc v ph kin: thi trang nam, n, tr em v tr s sinh, giy dp v ti xch. Hng in gia dng: cc sn phm in gia dng a dng bao gm thit b trong nh bp, thit b gii tr ti gia, my vi tnh, cc dng c v cc thit b tin hc. Vt dng trang tr ni tht: bn gh, dng c bp, nha, dng trong nh, nhng vt dng trang tr, vt dng nng cp, bo tr v sa cha, ph kin di ng, xe gn my, dng th thao v chi. 1.2.1.3 :

16

Hnh 1.3: M hnh phn loi

(Theo Philip Kotler, p 482-486) Ngy nay bn l c th chia ra lm cc loi: bn l c ca hng; bn l khng c ca hng v t chc bn l. a. Bn l c ca hng L thuyt wheel-of-retailing l gii ti sao cc hng bn l c ca hng li xut hin. Cc ca hng bn l truyn thng thng tng cng dch v ca mnh v do h phi gia tng chi ph. S gia tng ny to c hi cho cc ca hng cung cp gi c thp hn v mc dch v thp hn p ng nhu cu ca mt b phn khch hng. Cc hng bn l c chia lm bn nhm theo mc dch v:

17

T phc v: phc v cho cc khch hng mun t mnh thc hin qu trnh xc nh so snh la chn tit kim chi ph. T chn: khch hng tm kim sn phm ca ring h mc d c th yu cu s tr gip t cc nhn vin ca hng. Dch v hn ch: hng bn l m trch mt s nhim v mang hng v cung cp cc dch v tn dng cng nh quyn hon li hng. Khch hng vn cn nhiu thng tin v s tr gip. Dch v y : nhn vin bn hng lun sn sng tr gip trong mi giai on ca qu trnh xc nh so snh la chn. Tuy nhin, chi ph nhn vin cng vi t l cao cc hng ha c bit cng nh vic vn chuyn hng chm v qu nhiu cc dch v khin cho chi ph bn l rt cao. Hin nay, bn l c ca hng bao gm cc hnh thc chnh: Ca hng chuyn doanh: cc dng sn phm rt hp (The Body Shop). Ca hng bch ha: c mt vi dng sn phm (Harrods). Siu th: l cc ca hng t phc v c kch thc ln, chi ph thp, li nhun Ca hng tin li: cc ca hng nh ti cc khu vc dn c, m ca 24/7 c bn Ca hng h gi: cc hng ha c chun ha hoc hng ha c bit, gi c

bin thp (Safeway). -

mt s hn ch cc sn phm mang li nhun cao. -

thp, li nhun bin thp Bn l h gi: bn cc hng ha tha hoc hng ha t thng dng (TJ Maxx) Ca hng ln: khng gian bn hng cc rng, thng bn thc phm v cc Phng trng by catalog: s la chn a dng cc hng ha c gi cao, vn

dng c gia nh, c cc dch v b sung (Meijers) chuyn nhanh, c thng hiu c bn bng catalog (Inside Edge Ski and Bike).

18

b. Bn l khng c ca hng Hnh thc th hai ca bn l l bn l khng c ca hng. Mc d 97% hng ha v dich v c bn qua ca hng nhng bn l khng c ca hng ang pht trin nhanh hn bn l c ca hng. Bn l khng c ca hng bao gm bn loi: Bn hng trc tip: hay cn gi l bn hng a cp hoc marketing mng l ngnh cng nghip t vi hng trm cng ty bn hng door-to-door hoc bn ti cc tic bn hng ti gia. Hnh thc ny hot ng nh vic tuyn nhng nh phn phi c lp, tin lng cho nhng ngi ny bao gm mt phn tin bn hng ca nhng ngi c h tuyn v tin bn hng ca chnh h (Avon). Marketing trc tip: c ngun gc t th trc tip v catalog marketing, n bao gm bn hng qua in thoi, bn hng qua truyn hnh v bn hng trc tuyn. Vi s pht trin mnh m ca Internet, marketing trc tip ang ngy cng c gi tr (Amazon.com). Bn hng t ng: c mt ti rt nhiu ni nh nh my, cng s, ca hng, nh hng, khch sn, Bn hng t ng hot ng sut 24 gi, khch hng t phc v v hng ha lun ti mi (my bn hng ca hng Coca-Cola). Dch v mua: phc v cc nhm khch hng c bit (thng l cc nhn vin trong cc t chc ln). Cc nhm ny c quyn chn mua v nhn khuyn mi t cc hng bn l trong danh sch. c. T chc bn l Mc d c rt nhiu ca hng bn l c s hu c lp nhng ngy cng nhiu ca hng bn l c cc t chc bn l s hu. Cc t chc ny t c hiu qu kinh t nh quy m, sc mua ln, thng hiu ln v lc lng nhn vin c o to k lng, bi bn. Cc t chc bn l bao gm:

19

Chui ca hng hp nht: mt hoc hai im bn hng c s hu v kim sot, chng bn nhng dng sn phm ging nhau (GAP). Chui t nguyn: mt nhm cc nh bn l c ti tr bi mt nh bn bun mua s v bun bn thng thng (IGA). Hp tc tiu th: mt hng bn l c s hu bi khch hng ca n. Cc thnh vin gp tin m ca hng, bu ra qun l v nhn c tc. Lin hip nhng ngi c quyn u i: hot ng hp ng gia ngi cho nhng quyn v ngi nhn nhng quyn (McDonalds) Tp on bun bn: mt tp on kt hp cc hng bn l di s s hu tp trung, vi mt s kt hp v phn phi v qun tr (Dunkin Donuts) (Theo Philip Kotler, p 482-486 )c phn ny lun 1.2.1.4 a. : :

( 2011, tr. 87)

: . . i qua knh.

20

. -

. .

. b. :

21

. -

(Trng 1.2.2 1.2.2.1

2011, tr. 90)

Nhng yu t tc ng ti vic la chn ca hng v mua sm S la chn ca hng vi s la chn sn phm

Thng thng, c 3 cch thc c bn m khch hng thng lm khi la chn sn phm, l: Chn nhn hiu (hoc sn phm) trc, chn ca hng sau Chn ca hng trc, chn nhn hiu sau Chn nhn hiu v ca hng mt cch ng thi: y th vic quyt nh s Nhng thuc tnh tc ng n s la chn ca hng bn l

lin quan n vic ng gi ng thi c ca hng v nhng thuc tnh ca sn phm 1.2.2.2 C rt nhiu yu t tc ng ti s la chn ca hng bn l ca ngi tiu dng, trong 4 nhm yu t quan trng nht l: hnh nh ca hng, nhn hiu ca hng, qung co bn l v v tr, quy m ca hng.

22

Hnh nh ca hng: Hnh nh ca hng bn l s bao gm nhng thnh phn theo bng sau: Bng 1.4 :Nhng thnh phn chnh trong hnh nh mt ca hng bn l

Kha cnh

Thnh phn Cht lng, chng loi, kiu cch, gi c S bi xe, nhn vin bn

Hng ha

Dch v

hng, tr hng d, tn dng , giao hng

Phng tin vt cht S tin li Khuyn mi Sau giao dch

S bi tr ca hng, s thoi mi khi mua sm V tr ca hng, khu vc u xe Qung co Bo hnh, giao hng, chm sc khch hng

4 5

Nhn hiu ca ca hng: c mt s lin quan cht ch ti hnh nh ca hng. Ngy cng nhiu nhng ngi bn l ang pht triu v xc tin nhng nhn hiu cht lng cao. Nhng nhn hiu nh th khng ch cung cp nhng mc hp dn cho nhng ca hng bn l ny, m nu chng c pht trin mt cch thch hp, th chng s tr thnh mt thuc tnh quan trng ca ca hng bn l. y cng chnh l vn nhn hng ring chng ti cp trong bn nghin cu ny. Nhiu sn phm bn l ti cc siu th ln nu c gn nhn hiu ca cc siu th

23

hoc ch mi vic c bn ti siu th cng m bo vi khch hng v cht lng cng nh gi c ca n, chng hn nh Coop Mart, Metro, BigC. Qung co bn l: nhng ngi bn l s dng vic qung co thu ht khch hng tm n ch ca h. Khch hng thng tm kim ca hng v nhng thng tin v sn phm t nhng qung co trn bo ch, internet, tivi trc khi mua sm. V tr quy m ca ca hng: ng vai tr quan trng trong s la chn ca hng ca khch hng. Nu tt c nhng th khc tng ng, ni chung khch hng s chn ca hng gn nht. Tng t, quy m ca ca hng l nhn t quan trng trong s la chn ca hng, nhng ca hng rng ri thng dnh c s u tin t ngi tiu dng. 1.2.3 1.2.3.1 Khi nim: :

Theo quan nim ca nhiu t chc, nhn hiu nh phn phi cn c gi l nhn hiu ring v c hiu l sn phm c bn vi thng hiu hoc nhn hiu ca nh phn phi vi nhng c tnh kt tnh trong sn phm c nh phn phi xc nh, nhm thc hin vic bn trc tip tai cc c s bn l ca nh phn phi cho khch hng. Theo gii thch ca cng ty Nielsen, nhn hiu nh phn phi l nhng nhn hiu thuc v cc t chc phn phi bn s hoc bn l, sn phm mang nhn hiu nh phn phi c phn phi c quyn ti cc im bn ca t chc phn phi v chu s kim sot mt cch cht ch v c lp ca t chc phn phi. Nhng sn phm mang nhn hiu ring do chnh cc nh phn phi thit k trn c s phi hp vi nh sn xut v trin khai trong qu trnh kinh doanh nhm thc hin nhiu mc ch khc nhau lin quan trc tip n chin lc nh v, chin lc pht trin v quan h gia t chc vi cc nh sn xut.

24

Nhn hiu nh phn phi hay cn gi l nhn hiu ca hng hay nhn hiu ring, phn nh mong mun ca cc nh phn phi qui m ln v chui cc nh phn phi c c thng hiu ring ca mnh trong mt s ngnh hng v mt hng nht nh. Vic pht trin nhn hng ring l qu trnh hnh thnh ph hng ring c ca nh phn phi, th hin nhng ci tin v i mi quan trng ca nh phn phi trong tm tr khch hng v qua cc t chc phn phi t c nhiu li gp trong qu trnh phn phi cng nh c c s t ch nht nh trc cc hng ha mang thng hiu ca nh sn xut. Pht trin nhn hiu ring nh l mt cng c, mt nh hng mang tnh chin lc cho php cc nh phn phi c th trin khai s khc bit ha v t c cc mc tiu sinh li nht nh trong qu trnh kinh doanh , p. 175)

25

1.2.3.2

Phn loi: Bng 1.5: S phn loi Nhn hng ring

Ngun: (Theo Levy/ Weitz 2003) Ngy nay, nhn hng ring c chia lm 4 loi chnh: generic brands, copycat brands, premium brands v exclusive brands. Nhn hng ring gi thp (generic brands): Sn phm c gi hay cht lng thp, bao b ng gi rt n gin cho cc ca hng gim gi. Khi lng v doanh s cc sn phm ny cao (v d du gi u Aldi lm tc ang bn hn 6 triu chai mi nm c v H Lan) nhng n gi c th thp hn ti 50% so vi thng hiu quc gia. Nhn hng rin i chng (copycat brands): L nhng nhn hiu sao chp t cc sn phm mang nhn hiu quc gia. Cht lng t nht cng gn bng thng

26

hiu quc gia nhng c cho gi mc thp hn. Bao b sn phm tng t sn phm mang thng hiu quc gia v hp dn ngi tiu dng. Doanh s cc sn phm ny rt ln v gi ch thp hn sn phm hng A quc gia 20-30%. Nhn hng ring hng u (premium brands): c trng ca phn khc ny l sn phm c lm cng phu, l sn phm cao cp nht trn th trng, c cht lng cao hn sn phm mang nhn hiu quc gia. Trong phn khc ny, bao b ng gi rt sang trng, cc sn phm mi v c o nhiu kha cnh nh chc nng, mi v, nhn mc, thnh phn, ... Nhn hng ring c quyn (exclusive brands): l cc sn phm c pht trin bi cc nh cung cp quc gia, kt hp vi vic bn c quyn cc c s bn l. Mt dng n gin nht ca dng sn phm ny l khi cc nh sn xut nh dng nhng mu m, tnh nng khc nhau cho cng mt dng sn phm nhng c by bn cc c s bn l khc nhau. Dng sn phm mang nhn hng ring c quyn ny gip cho cc nh bn l c c li nhun cao hn v nhiu ng lc hn trong khai thc hiu qu hn nhng tim nng ca mnh. (Levy/ Weitz 2003, tr. 386,387) 1.2.3.3 a. : :

Nh phn phi trong qu trnh hnh thnh v pht trin chu s chi phi ngy cng tng ca cc nh sn xut cng nh chu p lc cnh tranh gia cc nh phn phi cng kiu v cc kiu v p lc i hi t pha khch hng. Vic pht trin nhn hng ring s l gii php c bn tng cng nng lc kinh doanh v cnh tranh cng nh thay i nng lc m phn vi cc nh sn xut, tng cng mi quan h bn vng vi cc nh sn xut. Do , vic pht trin nhn hng ring c nhiu mc ch quan trng, c th nh:

27

Vn sinh li i vi nh phn phi. Thc cht quan h mua bn gia cc nh phn phi, c bit l cc nh phn phi hin i vi cc nh sn xut gy ra nhiu thch thc cho cc nh phn phi, mt mt li gp khng h tng ln trong khi phi trang tri nhiu chi ph kinh doanh hn, iu a n hiu qu v s sinh li trong kinh doanh ngy cng gim i. Ngc li, vi nhn hng ring, cc nh phn phi c th thu c mc li gp cao hon v s sinh li cng ln hn. Vn duy tr v to s trung thnh ca khch hng vi nh phn phi. Vi cc sn phm mang nhn hng ring s biu th kt qu ca qu trnh tng tc trong kinh doanh gia nh phn phi v khch hng, hnh thnh cc sn phm p ng tt nhu cu khch hng, qua to lng trung thnh ca khch hng vi thng hiu nh phn phi im bn l tng khi mua sm v tha mn nhu cu. Vn to nng lc cho cc nh phn phi trong m phn vi cc nh sn xut quc gia ni chung v ci thin c bn quan h gia nh sn xut vi cc nh phn phi. Khi cc sn phm mang nhn hng ring pht trin, s l lc lng i trng vi cc nh sn xut, do , cc nh phn phi mt mt thit lp quan h bn vng vi cc nh sn xut sn phm nhn hng ring, mt khc gp phn thay i quan h gia nh phn phi vi cc nh sn xut nhn hiu quc gia. Vn trin khai chin lc khc bit ha gia cc nh phn phi theo cc mc tiu theo ui khc nhau. Vi sn phm mang nhn hng ring, cc nh phn phi s hnh thnh ph hng ring cho t chc mnh, do s c s khc nhau ln gia cc nh phn phi v ph hng kinh doanh. Vn tng cng hp tc gia nh phn phi vi cc nh sn xut, c bit cc nh sn xut sn phm mang nhn hng ring. Sn phm mang nhn hng ring l sn phm th hin s hp tc cht ch gia nh sn xut v nh phn phi trong sut qu trnh t thit k sn phm, t chc sn xut v thng mi ha sn phm

28

Vic pht trin nhn hng ring gp phn cung cp cc sn phm ngy cng m bo tng quan gia cht lng v gi c, hnh thnh li ch ngy cng tng cho khch hng ca t chc phn phi ni ring v cng ng c dn ni chung. 6.2010, tr. 175) b. :

Nhn hng ring dn n s i u gia nh sn xut v cc hng bn l. Do khng gian cc gian hng l hu hn nn nhiu siu th hin nay tnh ph gian hng b p cho chi ph ln danh sch v sp xp hng ha ln k. Khng nhng vy cc nh bn l cn tnh thm ph cho cc khu vc trng by c bit. Chnh iu ny lm tng thm chi ph cho cc nh sn xut, trong khi cc hng bn l thng sp xp cc cc hng ha mang nhn hiu ring ca mnh ti cc v tr thun tin, bt mt v m bo chng c lu tr v bo qun cn thn hoc thm ch tin hnh qung co mnh m cho nhn hng ring ca mnh. Bng cch ny, cc hng bn l khin cho gi c ca mnh thp hn ca cc nh sn xut v thu ht c thm rt nhiu ngi tiu dng vn ht sc nhy cm vi gi c.(Principle of Marketing, F. Kotler, p 496 - 498 ) Nhng yu t trn to nn mt s bt li cho cc nh sn xut: Lng trung thnh ca ngi tiu dng chuyn t cc nh sn xut sang nh bn l: Ngi tiu dng tm n nh bn l trc tin v ngy cng trung thnh vi cc thng hiu ca hng. Li nhun ang chuyn t nh sn xut sang cc nh phn phi: T nm 1996 n 2003, cc nh bn l chim c 5 im c phn trong li nhun chung cng vi nh sn xut, v li nhun tng trng hn 50%. (Theo nghin cu ca Jan-Benedict E. M. v Nirmalya Kumar)

29

c. -

. Theo nghin cu ca JanBenedict E. M. v Nirmalya Kumar, c n hai phn ba s ngi tiu dng trn khp th gii tin rng thng hiu ca siu th l mt s thay th tt cho cc thng hiu khc. Nhn hng ring cn l mt gii php, mt s la chn khn ngoan ca ngi

tiu dng trong thi k suy thoi.

30

CHNG 2: THC TRNG S DNG NHN HNG RING TI CC SIU TH TRN A BN H NI 2.1 Khi qut thc trng nhn hng ring trn th gii v ti Vit Nam 2.1.1 2.1.1.1 Trn th gii Khi qut lch s pht trin ca sn phm nhn hng ring

Sn xut v tiu dng sn phm nhn hiu ring l mt xu hng pht sinh t nhiu nm trc v ang ngy cng tr nn ph bin hn trong tnh trng suy thoi kinh t ton cu hin nay. Theo nh nghin cu ca i hc Cape Town, Nam Phi, trch t Tp ch Qun l kinh doanh m ISSN 1993-8233,2010 cung cp di gc nghin cu tm hiu qu trnh hnh thnh v pht trin ca loi sn phm ny cho thy, sn phm gn nhn ring xut hin u tin Chu u v Canada, tip ngay sau l Nam Phi vo nm 1956 khi Raymond Ackerman gii thiu chui ca hng bn l thnh cng nht cc sn phm hng ha v thc phm mang tn Pick n Pay(Theo Prichard, 2005). Khi mi ra i, cc sn phm nhn hng ring thng c xem l c cht lng, gi thnh thp hn cc sn phm c thng hiu nh sn xut, chnh v vy, ban u n khng c ngi tiu dng quan tm, a chung. Tuy nhin, mt s nh bn l c gng thit lp v tr cho sn phm nhn hiu ring ca h cnh tranh trc tip vi cc thng hiu nh sn xut. Sau qu trnh gn 20 nm pht trin, n u nhng nm 1970, cn cn quyn lc trn th trng th gii bt u thay i vi li th nghing v cc nh bn l. Cng t , cc thng hiu nhn hng ring chnh thc t c mt ch ng mnh m hn trn th trng. N lc thnh cng u tin c ghi du bi mt nhm chuyn gia nghin cu thc phm Canada khi h nghin cu v a ra th trng dng sn phm bnh ngt cha socola mang nhn hiu Presidents Choice. V loi sn phm bnh ngt ny chnh thc nh du mc u tin cho s thnh cng ca qu trnh pht trin dng sn phm nhn hiu ring trn ton th gii ( Theo Loblaws Inc, 2007). T n nay, sn phm nhn hiu

31

ring tip tc pht trin mnh m v a dng, doanh s bn hng ca loi sn phm ny hin nay trn ton cu t khong 25% tng doanh s bn hng siu th (15% nm 2003). Theo nh Cng ty Planet Retail Holdings Pvt. Ltd d bo con s ny s tng 30% vo nm 2020. Xa hn na, Cng ty chuyn nghin cu v t vn v thc phm v kinh doanh trong nng nghip (Rabobanks food & Agribusiness Research and Advisory (FAR) department) gn y cng b mt bo co d kin tng doanh s bn mt hng ny s tng ln n 50% vo nm 2025. Thc t cho thy, sn phm nhn hng ring ang ngy cng chim th phn ln trong h thng cc siu th trn ton cu. Theo s liu do Hip hi cc nh sn xut nhn hiu ring (PLMA) v cng ty AC Nielsen cung cp, nm 2009 c 4 sn phm tiu th ti cc ca hng thc phm v phi thc phm nh cc siu th th c 1 sn phm mang nhn hiu ring. Ti Bc M, hn 15% doanh thu do cc nhn hiu ring mang li, ti M La tinh l 2%, Chu 4% v chu u, qu hng ca cc nhn hiu ring l 23% .Thm mt cn c cho nhn nh trn c rt ra t mt kho st mi cng b ca Cng ty AC Nielsen nm 2010 v kin ca ngi tiu dng i vi sn phm nhn hng ring ti 53 quc gia trn th gii vi hn 27.000 ngi tiu dng, c hn 61% ngi tiu dng trn ton th gii quyt nh chn hng nhn ring trong giai on kh khn. Trong , 91% s tip tc mua hng nhn ring sau khi kinh t ci thin.

32

Biu 2.1:Biu th hin s tiu dng trn ton th gii vi sn phm nhn hng ring trong thi gian suy thoi kinh t

Biu 2.2:Biu th hin s tiu dng trn ton th gii vi sn phm nhn hng ring trong thi gian kinh t phc hi

33

iu ny cho thy cht lng ca cc thng hiu ny ngang bng vi thng hiu quc gia v phn phi da trn s mong i ca ngi tiu dng. Nm 2008, cuc khng hong kinh t ton cu bt u din ra. Ln u tin, s suy gim kinh t thc y nhiu ngi tiu dng dng th qua cc sn phm c nhn hiu ring, v mt khi h tri nghim, h khm ph ra rng khng ch c gi c hp l, m c cht lng ca nhng sn phm ny cng p ng c nhiu hn mc mong i ca ngi tiu dng. Bt chp s phc hi ca nn kinh t, cc sn phm mang nhn hiu ring vn ang ngy mt chim th phn ln hn trong tng khi lng hng ha mua sm ca ngi tiu dng trn ton cu. Theo nh d bo n nm 2012 nhn hiu ring c th tip tc tng khong hn 50% v gi tr. 2.1.1.2 Thc trng pht trin chung ca sn phm nhn hng ring mt s

khu vc trn th gii Biu hin c th cho s pht trin ca loi sn phm nhn hng ring c th c thy r qua tng khu vc trn th gii. u tin phi k n mt s quc gia Chu u, th trng u tin ra cho ra i cc sn phm hng ha mang nhn hiu ring, nh Thy S v Hoa K, nhng ni nhanh chng t c s ngang bng trong phn chia th phn gia nh sn xut v cc sn phm nhn hiu ring, v cho n thi im hin ti, n vn l th trng pht trin nht ca loi mt hng ny trn ton cu. Mt s sn phm nhn hiu ring ni ting chim v tr cao nht trn th trng Chu u trong h thng cc siu th c th k n nh: Migros Thy S, Aldi c v Marks & Spencer Anh. Thm vo , cuc suy thoi kinh t ton cu bt u nm 2008 gp phn chng minh c sc sng mnh m ca cc sn phm nhn hiu ring c bit i vi cc quc gia b nh hng nng n nht t cuc suy thoi, 60% ngi dn Chu u cho bit h mua nhiu sn phm nhn hng ring khi nn kinh t i xung, v 92% d nh rng h s vn tip tc mua loi sn phm ny khi nn kinh t phc hi tr li. Khng pht trin mnh m nh khu vc Chu u, tuy nhin, th trng Chu hin nay cng nh cc th trng ang pht trin khc, hng ha nhn hiu ring trong

34

h thng cc siu th bt u c chp nhn v s dng ph bin cng s pht trin ca ngnh thng mi hin i. Hin ti cc nh bn l ti cc th trng Chu ang gia tng vic u t ca h vo sn xut cc nhn hng ring , tuy nhin sn phm nhn hiu ring vn tng i chm pht trin trong hu ht cc th trng. c, New Zealand v Nht Bn l 3 th trng c s thm nhp mnh m nht ca cc sn phm nhn hiu ring. Trong khi , th trng i Loan, Trung Quc v Hng Kng th ngc li. Nhn chung ngi tiu dng Chu vn trung thnh vi cc thng hiu ln, h ch chp nhn vi cc danh mc sn phm hu dng thng thng nh du n, go, giy v bnh m. Biu 2.3: Th phn sn phm nhn hng ring trong ngnh thng mi hin i chu

Cui cng, khu vc Trung ng l khu vc m cc sn phm nhn hiu ring km pht trin nht trn ton th gii. Tuy nhin, ng ch trong vi nm qua, tng lng mua ti y c ang gia tng, mc d rt nh. C th nm 2010, cc hng ha mang nhn hiu ring chim 12% trong khu vc M Latinh. Thc t ch ra rng 50% vic chi tiu cho cc sn phm mang nhn hiu ring tp trung ti cc siu th ln thuc trung tm cc thnh ph v chim khong 40% doanh thu ca lnh vc ny. Theo nh kt qu

35

ca cuc kho st ca Nielsen 2011, 62% ngi tiu dng M Latinh v 68% ngi tiu dng ca Argentina cho bit h mua hng nhn hiu ring nhiu hn trong suy thoi kinh t. ng 90% ngi tiu dng M Latin cho bit h s tip tc mua loi hng ha ny sau khi nn kinh t c ci thin. Biu 2.4: Th phn sn phm nhn hng ring chu M Latinh

Ngun Nielsen, 2010 Xem xt mt kha cnh c th hn trong qu trnh khi qut s pht trin ca nhn hiu ring trn ton cu cho thy, ng gp ca nhn hiu ring trong danh mc hng ha chim s lng ln nht vi cc sn phm hu dng nh sa, trng g ti, du n, dm v gia v hoc vi danh mc cc sn phm t s khc bit nh dng c cu thng, giy gi . Vi cc danh mc hng ha c s h tr marketing mnh m hoc thng hiu hng u (v bnh ko, singgum, bia), v danh mc c mc ci tin cao (nh cht ty vt bn, cht kh mi, ha m phm) th ng gp ca cc nhn hiu ring thng t nht. mt s quc gia, s nhn hiu ring hin ln ti hn 584 nhm mt hng. Cc nhm hng c nhiu nhn hiu ring nht l n sn p lnh, bnh m ng gi, du liu, bnh v bnh bao, giy v sinh/giy n/tp d, tr ung lin, du n, qu hch v gim. Hin nay nhn hiu ring ang b rm r

36

vi 20 nh bn l hng u trn th gii, dn u l Aldi vi th phn ln ti hn 98%, tip theo l Schwarz Group (60%), Tesco (50%), Wal-Mart (39%) v Carrefour (36%). Nh vy c th rt ra mt kt lun s b rng, sn phm nhn hng ring r rng tr thnh mt trong nhng u tin sn xut v cung ng hng u hu ht cc th trng trn ton th gii hin nay.Chng ang ngy cng c a dng ha v d bo s cn t c nhng bc tin xa hn trong qu trnh thm nhp v chim hu th trng hng tiu dng ton cu. 2.1.2 2.1.2.1 trng Ti th trng Vit Nam Thc trng pht trin chung ca sn phm nhn hng ring trn th

Sn phm nhn hng ring tuy ch mi xut hin trn th trng Vit Nam trn di 10 nm, nhng khong 2 - 3 nm tr li y, dng hng ha ny rt ph bin v ngy cng c ngi tiu dng bit ti. Xut pht t nhn thc ca doanh nghip v ngha to ln ca nhn hiu hng ho ngy cng r rng v c th, kt hp vi nhng thay i trong xu hng mua sm ca ngi tiu dng to nn mt thc t si ng cho s pht trin ca sn phm nhn hng ring trn th trng Vit Nam hin nay. Mt trong nhng c s a ra xu hng pht trin ca loi hng ha ny l mc tng trng ca cc knh thng mi hin i th trng Vit Nam. Kt qu kho st ca Nielsen trong nm 2010 cho thy cc knh thng mi hin i Vit Nam mi ch chim khong 30% th phn ngnh bn l nhng li ang tng trng rt nhanh vi 20-25% mi nm. TS inh Th M Loan, Tng th k Hip hi Cc nh bn l Vit Nam phn tch: " Vit Nam, hnh thc ny vn cn mi vi nhng sn phm ch yu l thc phm, ng lnh, ch bin sn, ha m phm, gia dng, may mc... Vi u th gi r, nhn hng ring ang l i th nng k i vi cc nh sn xut". Cng

37

theo kt qu mt cuc kho st gn y ca Nielsen ch ra rng: khong 79% ngi tiu dng Vit Nam tham gia cuc kho st ny hon ton ng rng cht lng cc mn hng ny tt v khng thua cht lng hng ha mang thng hiu ph bin trn th trng. Chnh v th m h vn quyt nh mua sn phm nhn ring ngay trong iu kin nn kinh t ton cu b suy thoi nghim trng. Biu 2.5: Top 10 quc gia dn u trong vic tiu dng sn phm nhn hng ring trong thi k nn kinh t suy thoi

Ngun: Nielsen, 2010 Nhiu nh phn tch cho rng hng nhn ring s cn tng trng nhiu hn na c khi suy thoi qua i v n ang dn tr thnh mt vn thi s kinh t hin nay. ng Ali Dibadj, cng ty nghin cu Sanford C. Bernstein c tnh khong mt na s ngi gn y chuyn sang s dng hng nhn ring s khng quay li vi cc thng hiu dng trc . Thc t tiu dng trn th trng chng minh rng cht lng ca hng nhn ring ngy cng c nng cao khin ngi tiu dng khng cm thy khc bit so vi sn phm ca mt nhn hng xn gi cao, c th l cc mt hng nh giy v sinh hay sa. Chnh v th, nhiu cc siu th, trung tm bn s v l hin nay

38

ti Vit Nam in hnh nh: Saigon Co.op, Big C, Metro Cash & Carry ang tp trung u t mnh v ngy cng dnh nhiu v tr hn cho cc nhn hng ring y nhanh pht trin dng sn phm ny.

2.1.2.2

Thc trng pht trin ca sn phm nhn hng ring trong h thng

siu th ti Vit Nam ng V Vinh Ph - Ch tch Hip hi Siu th H Ni cho bit, hin nay Hip hi c khong 6/15 thnh vin c nhng nhn hng ring v chim t l khong 3-5% trong h thng siu th. Mc d trn th gii xu hng ny pht trin kh mnh nhng Vit Nam, phi 10 nm na th t l nhn hng ring ca cc nh phn phi trong chnh siu th ca mnh s t t l 15%. Tuy nhin, theo s liu do Trung tm Nghin cu kinh doanh v H tr doanh nghip (BSA) cung cp th hin ti c khong 50-60 doanh nghip sn xut trong nc ang gia cng hng nhn ring cho cc h thng siu th ti Vit Nam. Chnh v th, hin ti th phn ca nhm sn phm mang nhn hng ring ny ti cc siu th ang ngy cng chim t trng ln. C th thy r s pht trin ny 4 trong s nhng h thng siu th ln nht c nc: Metro Cash & Carry, Big C, Saigon Co.op v H thng siu th Vinatex. a. Metro Cash & Carry M u cho tro lu lm nhn hng ring ti Vit Nam l h thng siu th Metro Cash & Carry. Ngay sau khi vo Vit Nam, Metro tung ra hng lot cc nhn hng ring rt nhiu ngnh hng, t thc phm, ha m phm n dng nh bp, vn phng vi mc tiu nhm t ti u v danh mc sn phm, p ng cho cc phn khc khc nhau. Hin Metro c 6 nhn hng ring l: Aro cc mt hng thit yu (vi 500 mt hng thc phm v 200 phi thc phm)

39

phm -

Fine Food dng thc phm bn s cho cc ca hng tp ha v ca hng thc

Fine Dreaming sn phm phi thc phm (cc loi khn giy, ha m phm,

bt git) Sigma cung gii php trn gi v thit b vn phng H-Line cung cp cc sn phm tch hp cho nh hng, khch sn, t kem, c

ph, b n, khn tm, sa tm Horeca nhn hng dnh cho bp n ( bao gm thc phm v phi thc phm) :

Di y l s 2.6

Ngun: Cng ty t vn Ngi m ng (The Pathfinder) b. Big C Big C vo Vit Nam nm 1998, bt u sn xut nhn hng tht ngui eBon v t nm 2007 n nay cng lin tc tung ra cc sn phm mang nhn hiu ring ca mnh: Nm 1998: Sn xut nhn hng tht ngui eBon (sn phm tht ngui, pate,

jambon, xc xch, ch la)

40

Nm 2003, Big C bt u kinh doanh c quyn hng nhn hiu Casino ca

tp on m vi nh v phn khc cao cp Nm 2007: Tung ra nhn hng Wow! Gi hp dn. u nm 2009: Ra mt nhn hiu bnh m, bnh ngt Bakery Big C. Tuy nhin, t trc nhn hiu Wow! Gi hp dn (hng thc phm, ha

phm, qun o gi r), doanh nghip ny cng tung ra khong 250 mt hng ring, do trung tm sn xut thc phm ti sng Big C ch bin. Big C. B Nguyn Th Qunh Trang - Gim c i ngoi v truyn thng Big C cho bit, hng nhn ring lun chim v tr ch o trong cc chng trnh khuyn mi ca Big C nn c gi r hn nhiu so vi hng cng loi. V cng nh gi r m doanh thu ca nhm hng ny lun t mc cao nht ti Big C. ng Pascal Billaud, Tng Gim c BigC cng khng nh: Cc dng sn phm nhn hng ring ca siu th BigC phong ph v c tnh, th loi, chng loi, s c cht lng tng ng vi cc thng hiu cng loi ang dn u trn th trng nhng gi thp hn 15-30% v ng nhn nh thm rng: Ch trong vng vi nm ti, mua hng nhn ring s tr thnh thi quen thng dng, l nhu cu khng th thiu ca ngi tiu dng. Lc , c 4 sn phm trong mt dng hng th s c 1 sn phm l nhn hng ring ca siu th, xa hn, t l ny s tng ln 2 v 1. Thng 5/2011: Bt u trin khai thm mt nhn hng ring mi mang chnh tn

41

S 2.7 k

Ngun: Cng ty t vn Ngi m ng (The Pathfinder) c. Saigon Co.op Hin ti, Saigon Co.op lin kt hp tc vi 45 nh sn xut, gm cng ty Kinh , cng ty bt git Lix, giy Si Gn, dt Phong Ph, cng ty Sanmiguel, cng ty c phn hi sn SG, nh my ch bin thc phm ng Nai v cc lng ngh sn xut

42

hng nhn ring, p ng nhu cu ca ngi tiu dng t cc mt hng thc phm thit yu nh du n, go, trng, thc phm tr mt, tr ng, thc phm ch bin, ha phm, thi trang i din Saigon Co.op cho bit nhng mt hng mang thng hiu ca mnh c mt trn th trng t nm 2003. Tuy nhin, thng 8/2007, Saigon Co.op mi chnh thc pht trin hng nhn ring mang thng hiu Co.op Mart. Cho n nay, h thng siu th Saigon Co.op ch tung ra mt nhn hng duy nht mang tn mnh vi khong 150 mt hng vi gn 800 m hng khc nhau in hnh nh go, nc mm, bn go, tr, trng, bnh trng, tht ngui, gi la, hp, ha phm, dng trong nh, hng may mc, trong Co.op Mart tp trung c bit vo nhm khch hng thn thit vi nhiu u i. Trong dp k nim 15 nm thnh lp, h thng Co-opMart cn tung ra chng trnh khuyn mi cc sc cho nhn hng ring nhm tng nhn din ca nhm sn phm ny. Tnh ti nm 2010, doanh thu hng nhn ring Co.op Mart tng gp 5 ln so vi nm 2010. Ring thng tt 2011, doanh s hng nhn ring Co.op Mart t trn 70 t ng. d. H thng siu th Vinatex H thng siu th Vinatex ca Tp on dt may VN vi th mnh trong lnh vc may mc hin cng to nn nhn hng ring Vinatex Fashion vi cc sn phm qun o dnh cho nam, n v tr em, bao gm nhiu dng sn phm nh thi trang cng s, ng phc, mc nh v trang phc lt. c bit, Vinatex Mart thc hin thit k, cung ng nguyn ph liu v thu cc xng sn xut gia cng. B Qunh Ny, i din Vinatex cho bit, gi bn cc sn phm ny s thp hn 10-20% so vi cc mt hng tng t trn th trng. Cc nhn hng ny s c chng ti u t bi bn nhn din, nh v thng hiu tt hn. Trong tng lai khng xa, khi nhn hng ring pht trin ln, chng ti s xy dng mt b phn chuyn mn ring thay v nm trong cc phng ban khc nh hin nay, b Qunh Ny khng nh.

43

Nh vy, nhn mt cch tng qut, sn phm nhn hng ring ang ngy cng chim th phn ln trong h thng chui siu th ti Vit Nam. Theo xu hng pht trin ca ngnh cng nghip thng mi, loi sn phm ny ha hn s cn pht trin mnh hn na trong tng lai khng xa ti mt th trng ang pht trin nh Vit Nam. (*) Kho st ca AC Nielsen nm 2010 v nhn hng ring 53 quc qia vi 27.000 ngi tiu dng. Kho st c cng b thng 03/201 2.2 Kho st, iu tra thc trng: Nm bt nhng xu th ban u v thc trng nhn hng ring trn th gii v Vit Nam, nhm nghin cu chng ti tin hnh thc hin kho st hiu r hn v c ci nhn chnh xc hn v thi , hnh vi ngi tiu dng i vi dng sn phm ny. 2.2.1 Thng tin chung v kho st:

Thi gian kho st: t 13/03/2012 n 23/03/2012. i tng kho st, phm vi: i tng: vi mc tiu kho st thi cng nh hnh vi ngi tiu dng vi nhn hng ring, i tng l nhng ngi tng i siu th, nhm thu hoch c nhng thng tin chnh xc nht v phn ng ca h vi dng sn phm mang thng hiu nh phn phi. Phm vi kho st: a bn TP H Ni Phng php tin hnh: tin hnh pht bng hi ti 250 ngi, thu v 250 phiu, trong c 234 phiu kho st hp l. 2.2.2 Ni dung kho st:

Thng qua bng kho st, chng ti d kin thu thp thng tin v nhng kha cnh sau:

44

Nhng thng tin chung ca i tng kho st khi i siu th nh tn sut, siu Mc ph sng ca sn phm mang nhn hng ring Hnh vi ngi tiu dng vi dng sn phm ny (c mua hay khng) nh gi ca ngi tiu dng da trn mt s tiu ch sau khi s dng Khai thc mt s l do hnh thnh thi v hnh vi ngi tiu dng Thit k bng hi:

th thng i, yu t la chn khi mua hng, -

2.2.3

Vi nhng mc tiu trn, chng ti thit k ni dung bng hi bao gm 15 cu hi, ln lt khai thc tng vn , kha cnh i vi ngi tiu dng. C th bng hi nh sau: 1. Xin anh/ch cho bit mc thng xuyn ti cc siu th: Rt thng xuyn (mi tun t nht 1 ln) Thng xuyn (mi thng t 2-3 ln) Thnh thong (ti a l 1 ln/thng) 2. Anh/Ch ): Big C Co.op Mart 3. ): Thc phm, cc loi gia v, tri cy, du n M phm, cht ty ra gia dng Qun o v giy dp in, in t, in my, in lnh /ch Fivimart , xin ghi r.

45

Ging t, ni tht, trang tr nh, bp, vt dng lm bp

4. Xin vui lng cho bi

c quan tr

ng cch nh du hoc vo tng ng v ph hp nht vi Anh/Ch: Rt quan trng Thng hiu ca nh sn xut Gi c Bao b, mu m Cht lng Khuyn mi (xin vui lng ghi r) ...................... ...................... Bnh thng Khng quan trng

5. Anh/Ch c bit n nhn hng ring ca cc siu th: Khng. Nu chn phng n ny, xin chuyn sang phn thng tin c nhn cui bng kho st. C

46

6. Theo quan st ca Anh/Ch, siu th no hin ang by bn cc sn phm mang nhn hng/thng hiu ring ca mnh? (c th chn nhiu p n) BigC Hapro Fivimart Co.op Mart Siu th khc, xin vui lng ghi...

7. Anh/Ch bit ti nhng sn phm ny qua knh thng tin no (c th chn nhiu p n): Tnh c thy trong siu th c bn b, ngi thn gii thiu c nhn vin bn hng siu th gii thiu Qua t ri, tp ch, ti vi, Cc knh khc, xin vui lng ghi r: .. 8. Anh/Ch tng s dng sn ph cha: t . Xin tip tc tr li t cu 9.

Cha s dng. Xin chuyn sang cu 15 kt thc.

9. Xin vui lng cho bit c th m si /ch hay gia nh tng mua/s dung (nu c th, xin anh/ch ch

thch thm tn siu th):

47

10. Xin vui lng cho bit nhng l do quan trng nht anh/ch chn mua sn phm mang th Mun mua v s dng th cho bit V thy nhiu khch hng khc cng chn mua Gi c r hn so vi sn phm cng loi Do tin tng vo nh phn phi Yu t khc, xin vui lng ghi r: .. ( ngh chn ti a l 3 l do):

11. Xin anh/ch cho bit mc hi lng khi s dng sn ph : Rt hi lng Bnh thng

12. Anh/ch :

Ty tng mt hng

13. Anh/ch

48

Tng ng, ngang bng v

Khng r/khng c kin

14. Anh/ch c nh s dng cc sn ph tng lai hay khng: Chc chn s tip tc s dng C th s tip tc s dng Khng mun tip tc s dng

trong

Sau khi tr li xong cu hi ny, mi anh/ch chuyn sang phn thng tin c nhn kt thc.

15.

/ch (c th chn nhiu p n):

, xin vui lng ghi r: .

49

2.2.4

Hng khai thc thng tin

Chng ti d kin khai thc thng tin t bng hi trn theo hng nh sau: Cc cu hi t 1 n 4 s gip nhm nghin cu c thng tin chung v tn sut,

siu th thng i, nhm hng thng mua v yu t quyt nh hnh ng mua ca ngi tiu dng. Lng thng tin ny s tip tc c s dng lin kt vi cc vn v nhn hng ring nh ph sng, yu t khi la chn nhn hng ring, t a ra nhng nhn xt v s tng tc gia nhng thng tin chung ny v thi , hnh vi vi sn phm mang thng hiu nh phn phi. 3 cu hi t 5 n 8 s cung cp thng tin v ph sng ca dng sn phm ny (c bao nhiu ngi bit, bit qua knh no,..) trong cu hi th 6 l cu test, vi 1 p n kim tra tnh xc thc trong cu tr li ca ngi kho st. 7 cu hi tip theo s l hnh vi ngi tiu dng, cng nh nh gi ca h v nhn hng ring, nhm nghin cu s da vo a ra nhng thng k, cng nh nh gi v mc hiu qu ca dng sn phm ny. Cu hi cui cng thm d l do ti sao mt b phn khch hng bit nhng

khng s dng nhn hng ring. 2.3 . Tng hp kt qu kho st 2.3.1 Tng hp, nh gi theo nhm cu hi:

Trc ht, v mc ph sng ca nhn hng ring, vic c trn 75% s ngi c hi bit v nhn hng ring trong cc siu th cho thy s ph bin ca mt hng ny. Trong thi gian qua, rt nhiu siu th nh BigC, Coop Mart tin hnh cho ra mt hng lot cc sn phm mang nhn hng ring. Cc sn phm ny trong cc siu th c bit nh BigC c by bn cng vi cc sn phm cng loi, thm ch cn chim v tr p hn rt nhiu. iu ny cho thy cc siu th rt k vng vo sn phm ny, k vng vo tiu th ca n cng nh doanh s m cc nhn hng ring mang li.

50

c c con s nh trn u l kt qu ca s chnh xc v hiu qu trong cc chin lc marketing ca cc siu th c dng sn phm ny. Trc ht, c ti 55% s ngi c hi tr li rng h bit ti cc sn phm mang nhn hng ring do tnh c thy trong siu th. Tuy nhin, yu t tnh c y ch ng trn kha cnh ca ngi tiu dng, n cng chu s tc ng rt ln bi cc phng thc marketing ti im bn ca cc siu th. C th d dng nhn thy rng khi i vo mt s siu th ln nh BigC, Coop Mart, th cc sn phm mang nhn hng ring lun c by bn nhng khu vc rt d nhn, thng ngay khu vc i li dc quy hng ln. Ngoi ra, cc sn phm ny lun c c nhng hnh nh qung b rt bt mt, c bit nhn mnh v u im gi c cng nh thng hiu nh phn phi. iu ny c s tc ng rt ln n nhn thc v hnh ng ca ngi tiu dng. y, c 4 yu t quan trng nht l: hnh nh ca hng, nhn hiu ca hng, qung co bn l v v tr, quy m ca hng u c cc siu th tn dng xc tin y mnh dng sn phm mang nhn hng ring ti tay ngi tiu dng. Th hai, qua s liu kho st chng ti cn tm thy mi tng quan gia nhm mt hng thng mua ca ngi tiu dng v mc nhn bit nhn hng ring. Theo s liu tng kt, c 161 ngi thng xuyn tiu dng khu vc Thc phm, cc loi gia v, trai cy, du n bit n nhn hng ring. S ngi bit nhn hng ring tip tc gim dn theo khu vc cc mt hng thng mua, c th l c 92 ngi thng mua khu vc m phm, cht ty ra gia dng, 43 ngi thng mua qun o v giy dp,.. Vic nhn bit thng hiu trn cng tng ng vi s xut hin ca cc mt hng ring trn cc siu th. Cc mt hng ring xut hin ch yu cc lnh vc tiu dng hng ngy nh gia v, dng c, thc n v 1 s mt hng qun o. Cc siu th rt tinh t khi khai thc vo yu t thi quen mua hng ca ngi tiu dng. Cho d n siu th vi mc ch hay ng c mua sm g, cc gian hng nhu yu phm lun c khch hng quan tm ng mc. Chnh v vy, vic tung ra dng sn phm nhn hng

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ring ph bin nhng mt hng ny khng ch vi mc ch p ng nhu cu khch hng m cn c tc dng khuch tn mc nhn bit ca dng sn phm ny. Mi quan h tip theo rt ng lu tm y l gia s ngi bit ti sn phm mang nhn hng ring v s ngi s dng chng. C 150 ngi bit, nhng ch c 91 ngi tr li tng s dng, ch chim 54%. Vy l do ti sao 46% s ngi cn li khng s dng dng sn phm ny. Cu tr li nm chnh nhng con s thng k trong cu hi s 15 l do ti sao khng s dng sn phm mang nhn hng ring. C ti 72/79 ngi ni rng h ch mun s dng nhng sn phm, nhng nhn hiu quen thuc. C th l gii con s ny bng hai kha cnh nim tin thi v ng c tc ng ti qu trnh ra quyt nh mua ca ngi tiu dng. i vi nhng sn phm thit yu, tiu dng hng ngy, hu ht khch hng u c nim tin v thi nh gi tt v mt hay mt s sn phm no , nim tin ny to dng nhng hnh nh trong tim thc v h hnh ng theo hnh nh . iu ny khin rt nhiu khch hng ch mun tiu dng nhng sn phm quen thuc, bi l khi gn nhu cu ca mnh vi sn phm, nhng hnh nh quen thuc s hin ln v nh hng n ton b qu trnh mua hng ca h. Lun im ny cng c cng c bi vic c n 71% s ngi s dng sn phm mang nhn hng ring ch l dng th cho bit. Yu t dng th y th hin ro cn m dng sn phm quen thuc to nn vi h vn l rt ln, nhng s khc bit vi nhm khch hng y l h cng b tc ng v khng vt qua c s nh hng ca nhn hng ring ln s t m ca h. Yu t c nhn pht huy tc dng trong trng hp ny. Tip tc khai thc nhm ngi tng s dng nhn hng ring. Cu hi s 9 l mt cu hi test v nhng mt hng h s dng. iu ng quan tm y l c ti 15 ngi khng th hoc tr li sai v cc sn phm mang nhn hng ring ny. iu ny c th l gii bng vic nhm khch hng ny bit, nhng cha hiu, hay cha c kh nng din t hon ton nhn thc bn thn. V kt qu l h s khng c kh nng lan truyn tip thng tin v dng sn phm ny cho ngi khc. Tip theo, cc

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cu hi s 11, 12 v 13 s l nh gi ca ngi tiu dng v nhn hng ring sau khi h trc tip s dng. y khng ch l kha cnh ng quan tm ca ring nhm nghin cu chng ti m cn ca cc siu th c dng sn phm ny. C 84% s ngi s dng tr li rng mc hi lng ca h l bnh thng, trong khi mc rt hi lng hoc khng hi lng ch l 8%. Kt qu ca cu tr li khin chng ti phi nghin cu su hn nhng nh gi ca h v gi c v cht lng sn phm. V mt gi c, 2 phng n chim u th l thp hn vi gi cc sn phm mang thng hiu nh sn xut v ty tng mt hng. C th thy nhn hng ring c by bn rng ri v c nhn mnh vo yu t gi c trong khu marketing. Tuy nhin, trong nhn thc ngi tiu dng, c ti 35% cho rng ty tng mt hng m gi cao hn hoc thp hn. Nh vy, c 2 gi thit c th t ra y: mt l yu t gi c khng phi l yu t h quan tm hng u khi tiu dng sn phm ny,khin n cha c s phn nh ng mc trong nhn thc, hai l h c tiu dng c nhng sn phm thuc phn khc nhn hng ring cao cp. V mt cht lng, ch c 4% cho rng cht lng nhn hng ring tt hn sn phm ca nh sn xut, trong khi c ti 56% nh gi tng ng v 31% nh gi km hn. Kt qu ca cu tr li ny phn no l gii c v mc hi lng ca ngi tiu dng. Nh vy, mc d ang l mt xu th v c gi c tng i r hn so vi sn phm cng loi, nhng theo nh ngi tiu dng nh gi, cht lng dng sn phm ny nn c ci thin tng mc hi lng cho ngi s dng. Vn cui cng c chng ti khai thc l xu hng, hay nh ca ngi tiu dng trong tng lai i vi nhn hng ring. Vi 84% cu tr li mc hi lng l bnh thng, khng kh on bit s lng l trong tiu dng dng sn phm ny trong tng lai ca khch hng. V thc t kt qu chng minh iu khi c 72% s ngi vn cn lng l, cu tr li ch mc c th. Tm l ny hon ton c th c l gii, bi l hu ht trong s ny vn l dng th cho bit, v khi cha hon

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ton c hi lng v cht lng sn phm, th ngi tiu dng s lun phn vn gia nhn hng ring vi sn phm quen thuc hay s dng. 2.3.2 Kt lun t kho st:

Mc ph sng ca nhn hng ring ang ngy cng tng, c bit i vi nhng sn phm thit yu. iu chng t cc siu th cng c nhng bc i ng n trong vic marketing ti im bn y sn phm ti tay ngi tiu dng. Tuy nhin, trong s nhng ngi bit n nhn hng ring, vn cn mt b phn lng l cha s dng sn phm, v h ch mun trung thnh vi nhng sn phm ca nh sn xut quen thuc. y l mt tr ngi ln m cc nh phn phi cn c chin lc hp l nhm gii quyt thc trng ny. Trong s nhng ngi tiu dng sn phm, mc hi lng ch mc bnh thng, c bit i vi cht lng, h cho rng cht lng ca nhn hng ring thng thp hn hoc tng ng vi sn phm nh sn xut. Bi ton v cht lng vi dng sn phm c gi c thp li c t ra cho c nh phn phi v nh sn xut. Cng chnh v nhng nh gi ny, nn hu ht nhng ngi s dng u vn cn phn vn trong vic c tip tc s dng trong tng lai hay khng. 2.3.3 nh gi chung v sn phm nhn hng ring Vit Nam:

Vi nhng nghin cu v nhn hng ring thng qua thu thp thng tin thc trng cng nh tin hnh kho st, nhm nghin cu a ra nhng nh gi chung v dng sn phm ny trong thi gian qua. 2.3.3.1 Mc pht trin: Chng loi sn phm Tng i a dng, tp trung ch yu vo dng sn phm nhu yu phm nh

H thng siu th Siu th tng hp (BigC, Intimex, Coop Mart, Fivimart,.)

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thc phm, phi thc phm (wow, evita, tht ngui,), cc loi gia dng. Ngoi ra, cc nhm hng khc nh hng may mc, sn phm cao cp cng ang c quan tm m rng Siu th chuyn doanh may mc, Vinatex,) Ty theo nhm hng kinh doanh pht trin nhn hng ring vi dng sn phm ny (v d nh Vinatex tp trung vo thi trang cng s vi gi r hn t 10-20%,...) 2.3.3.2 im mnh, im yu:

giy dp, in t,(v d siu th chnh, cc nh phn phi s y mnh

a. im mnh so vi sn phm mang thng hiu nh sn xut: Dng sn phm nhn hng ring ra i l mt bc tin ln trong cc siu th ti Vit Nam khi i theo xu hng th gii. Mc d vn ang trong thi k pht trin, tuy nhin, s tr vng v khng ngng tng trng trong thi gian qua chng t sn phm ny c nhng li th cnh tranh cho ring mnh. C th c 5 kha cnh chnh chng ti mun cp n, l: gi c, thng hiu nh phn phi, s ch ng nh phn phi, u th s a dng v tm l ngi tiu dng. V mt gi c: cc sn phm ny thng c gi thp hn t 10 n 20% so vi sn phm nh sn xut. C c u th ny l do cc siu th tit kim rt nhiu chi ph trong khu phn phi sn phm, khi h lm ton b cng on ny khi lin kt vi cc nh sn xut. S r hn v gi ny l mt li th khng nh ca nhn hng ring. Cc siu th lin tc khai thc marketing theo kha cnh ny, v bn thn ngi tiu dng cng b tc ng nht nh khi tip xc vi nhng sn phm c gi c u i. iu ny cng c ngha hn trong nhng thi k khng hong, ngi tiu dng phi tht cht

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chi tiu, v nhn hng ring r rng l mt s la chn khng ti. Bc u nh th s gip dng sn phm ny n vi khch hng d dng hn, to tin cho chin lc marketing sau ny. V thng hiu nh phn phi: c th ni cc siu th ang tn dng trit thng hiu ca mnh xc tin bn nhn hng ring. Th nht, cc siu th ln hu ht c ch ng trn th trng, v c mt lng khch hng trung thnh khng h nh. Lng trung thnh ca khch hng ny hnh thnh trong u h nim v cc sn phm cung ng bi nh phn phi lun c m bo ti a. V cc nh phn phi khng khng y mnh sn phm ti tay nhng khch hng trung thnh ny. Li th v thng hiu lun c nh gi rt cao, v nu cc siu th khai thc trit iu ny trong marketing ti im bn s gip nhn hng ring c sc cnh tranh rt ln trn th trng. Th hai, cc nh phn phi hon ton c th tn dng u th ny vo vic m rng lng khch hng quen thuc. Khch vng lai n cc siu th l rt ln, v nu nhn hng ring c by bn mt cch rng ri v d tip cn, chng s d dng tip cn vi khch hng hn. Nh vy, li th v thng hiu l khng h nh vi nhn hng ring khi em ln bn cn vi cc sn phm mang thng hiu nh sn xut. S ch ng ca nh phn phi: Phn trn chng ti cp n thng hiu nh phn phi, ngoi im mnh , h cn c s ch ng trn th trng cng nh tng tc vi nh sn xut. Xu hng v nhn hng ring l mt xu hng tt yu, v cc nh sn xut buc phi thch nghi vi xu hng ny, c bit l cc nh sn xut quy m nh. Vic chim th thng phong ny gip cc nh phn phi iu tit hot ng, cng nh hoch nh chin lc v nhn hng ring hp l hn. Hn na, h cn c s ch ng ti im bn. Dng sn phm ny lun c u tin by bn nhng khu vc c mt tin p, thu ht nhiu s ch , cng vi u t marketing hn cc mt hng khc. Th mnh tim tng ny r rng khng h nh vi nhn hng ring. V u th ca s a dng: chng ti cp n kha cnh ny mc a dng trong sn phm. Thng thng, mi nh sn xut ch c th v c kh nng sn xut

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mt hoc mt s mt hng nht nh. Trong khi , nu c s u t v khn ngoan, cc siu th c th m rng nhn hng ring ra rt nhiu mt hng, chng loi khc nhau. Mt v d nh nhn hng ring WOW ca BigC bao gm nhiu mt hng t thit yu nh bt git, kem nh rng,.. ti gia dng nh ni cm in, ni, S ph khp cc mt hng nh vy s tng tnh thng dng, hay tng s la chn cho khch hng. Vic mt ln dng th mt sn phm no mang nhn hng ring s thi thc h dng cc sn phm cc nhm hng v chng loi khc. a dng ha sn phm, hay pht trin chng theo chiu rng l mt phng thc ph bin tng tnh cnh tranh cho dng sn phm ny. V tm l ngi tiu dng: im mnh ny mc d mang tnh khch quan, tc l ng trn kha cnh ngi tiu dng nhiu hn l trn kha cnh sn phm, nhng n cng phn no phn nh nhng li th sn c ca nhn hng ring. Mi ngi tiu dng vi nhng nhu cu thit yu, thng thng s c s la chn cho ring mnh. Tuy nhin, khi gp phi nhng sn phm c by bn rng ri vi mc gi thp, cng vi thng hiu nh phn phi, mt b phn khch hng s c xu hng dng th. V khi thng tin t khch hng c lan truyn, cng ng ngha vi thng tin v sn phm c nhiu ngi bit n hn, hay ni cch khc, mc ph sng cng cao hn. b. im yu so vi sn phm mang thng hiu nh sn xut: Tuy nhin, khng phi nhn hng ring khng c im yu. Cuc cnh tranh vi cc sn phm mang thng hiu nh sn xut vn cn rt di, v nu khng c s ch trng khc phc ng mc cc im yu, mt s sn phm rt d b vng ra khi th trng. Nhm nghin cu cp ti 4 kha cnh chnh, bao gm: l trong tiu dng, cht lng sn phm v hiu ng domino V l trong tiu dng: Nh cp trn, mi ngi tiu dng lun b nh hng bi hnh nh ca sn phm quen thuc, chng chi phi hnh vi trong qu trnh ra quyt nh mua. Theo kho st ca chng ti c ti 72/79, tc 91% s ngi c

57

hi h khng s dng sn phm mang nhn hng ring v ch mun s dng cc sn phm quen thuc. Con s trn phn no phn nh yu t tm l l mt ro cn khng nh trong vic a dng sn phm mang thng hiu nh phn phi ti tay mt b phn khch hng. Hn na, khi cc nh sn xut thc c vn v lao vo cuc cnh tranh ny vi cc chiu thc marketing khc nhau th ro cn ny ngy cng ln hn. V cht lng sn phm: theo kho st, ch c 4% cho rng cht lng nhn hng ring l cao hn so vi sn phm mang thng hiu nh sn xut, v cng ch c 8% hon ton hi lng vi nhng sn phm ny. R rng, con s ny l rt ng bo ng, c bit n li l nh gi t nhng ngi dng sn phm theo kha cnh dng th cho bit. iu ny li cng ng cp n khi cc nh sn xut sn phm ph thng ngy cng nng cao cht lng nhm tng tnh cnh tranh trn th trng. Hiu ng domino trong a dng ha sn phm: vic a dng ha nhiu sn phm r rng l mt li th ln. Tuy nhin, a dng ha cng i km vi nhiu ri ro. Ch cn mt mt xch, hay mt sn phm c phn hi khng tt t ngi tiu dng, c th dn n s b ca c mt h thng thng hiu. Vn ny cng ng lu tm khi cht lng nhn hng ring cha c ngi tiu dng nh gi cao.

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CHNG 3: MT S KHUYN NGH CA NHM NGHIN CU 3.1. Nhn nh v xu hng tiu dng ca Vit Nam trong nhng nm ti 3.1.1. Bc tranh ton cnh v nn kinh t Vit Nam 2011-2012 Kinh t Vit Nam trong nm 2011 vi nhiu thch thc ln vi lm pht tng cao, tng trng thp, u t trong nc gim do tht cht tin t v u t cng gim, u t nc ngoi chng li do tnh hnh kinh t th gii c nhiu bin ng.Mc d cn gp nhiu kh khn nh vy tuy nhin kinh t Vit Nam t c nhiu thnh tch ng khch l, cc ch tiu kinh t ln c m bo, lm pht c kim ch v ang c xu hng gim dn. Bng 3.1: Mt s ch tiu ch yu nm 2011( tng/gim) so vi nm 2010(%) Tc tng Tng sn phm trong nc Tng mc bn l hng ho v doanh thu dch v tiu dng Tng kim ngch xut khu ,2 +33 ,3 +24 ,7 101 ,8 +18 ,58 +5, 89 +24

Tng kim ngch nhp khu Vn u t ngn sch nh nc thc hin so vi k hoch nm Ch s gi tiu dng bnh qun nm 2011 so vi nm 2010

59

Trong sut nhng thng u nm 2011, lm pht lin tc tng do nhiu nguyn nhn khc nhau nh tc ng tr ca giai on thc hin chnh sch tin t m rng trc , s leo thang ca gi vng v mt s mt hng nhy cm cng vi chu sc p lm pht chung ca th gii. Tuy nhin, cng v nhng thng cui nm, sc p lm pht tin t ngy cng gim dn do Chnh ph v cc c quan chc nng c nhng bin php can thip nh: tip tc duy tr nht qun chnh sch ti chnh - tin t tht cht v cc bin php qun l kinh t v m hiu qu nh hn ch kh nghim ngt mc tng trng tn dng, gi tng phng tin thanh ton khong 12%, hn ch cho vay phi sn xut v tiu dng; tng thu ngn sch, tit kim chi tiu, thu hp v ct gim u t cng, gim bi chi ngn sch nh nc cn di 5%; tng cng kim sot tnh trng bun bn vng ming v ngoi t khng c giy php. Bn cnh , Chnh ph cng xem xt min, gim thu, gia hn thi gian np thu nguyn liu u vo nhp khu phc v sn xut xut khu i vi nhng ngnh hng trong nc cn thiu nguyn liu (nh dt may, da giy, thy sn, ht iu, g, dc phm,...); tip tc tm hon thu gi tr gia tng u vo i vi hng ha thc xut khu trong nm 2011. Bn cnh nhng mt tch cc, bc tranh kinh t Vit Nam vn cn tn ti nhng mng ti. Hin ti, tng d n ca h thng tn dng Vit Nam ang bng khong 1,2 ln GDP Vit Nam (so vi mc trung bnh th gii khong 0,6 - 0,7 ln GDP); hiu qu ca vn u t cng ang gim thp n mc bo ng (ICOR ca Vit Nam gn gp i so snh vi cc nc trong khu vc). Tn dng tng vt, nhng nn kinh t vn thiu vn, do ngn hng vn l knh ch yu cp vn cho nn kinh t (theo iu tra ca B KH & T, 70% doanh nghip cn da ch yu vo cc ngun vn vay v c ti 1/3 doanh nghip va v nh khng th tip cn ngun vn vay nn u t v kinh doanh cm chng v 1/3 tuy c tip cn c nhng gp kh khn). T l n cng Vit Nam tuy vn c coi l nm trong tm kim sot nhng tr nn cao hn hn so vi t l ph bin 30% - 40% cc nn kinh t ang pht trin v mi ni khc. N cng tng

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nhanh trong bi cnh thm ht ngn sch cao v ko di e da tnh bn vng ca qun l n cng (nm 2011 Vit Nam b tr 85.000 t ng tr n so vi 590.000 t ng thu ngn sch, tng ng gn 15%) v gy p lc ln lm pht, y cng l nguyn nhn chnh khin xp hng tn nhim quc gia ca Vit Nam u b cc c quan xp hng tn dng h thp. Trong nm cng chng kin s gim su v trm lng ko di ca c th trng bt ng sn ln TTCK; ngc vi s nng bng n phi l ca th trng vng vi nhng nh cao k lc c v gi bn, ln chnh lch gi trong nc vi nc ngoi. S bt n th trng (bao hm c v quy m, kh nng cn i cung - cu v mc gi c hp l) khng ch phn nh ng thi chung th trng th gii, m cn lin quan n tnh c quyn cao, ko di ca mt s nh cung ng gy nhiu v to sng ca gii u t c tnh u c; cng nh lin quan n xu hng gia tng t do ha th trng cho u t t nhn nc ngoi i vi cc lnh vc m Vit Nam cam kt, trong c h thng bn l v thu mua, ch bin xut khu Nm 2012 s l s tip ni nht qun cc xu hng ch trng, iu hnh v chnh sch ang thc hin nm 2011, nhng c th s tip tc c nhng thay i tch cc i vi mt s ch tiu kinh t - ti chnh. c bit, s c s ci thin r hn mc lm pht, li sut, cn i ngn sch v u t cng, cng nh s gia tng quy m v vai tr u t t nhn trong tng u t x hi Cng cuc ti cu trc kinh t, tp trung chuyn i m hnh tng trng trn c s p dng tin b khoa hc - cng ngh; ti cu trc h thng ngn hng v c cu u t s tr thnh nhim v bc thit trong thi gian ti. V tng th, Vit Nam ang v s cn i din vi nhiu bi ton v thch thc truyn thng v phi truyn thng, trong khi kh nng huy ng v s dng cc cng c v cc ngun lc gii quyt chng c xu hng co hp hoc gim, thm ch mt i li th tng i, i hi Vit Nam phi c nhng nhn thc mi v quyt tm, cng cch lm mi, trong khi kin nh mc tiu pht trin bn vng la chn. 3.1.2. Mt s xu hng ch yu trong tiu dng ca ngi Vit Nam

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Theo iu tra x hi hc trn 600 ngi tiu dng (NTD) ti 4 TP ln ca Cng ty nghin cu th trng nh Hng (FTA), cc xu hng tiu dng chnh trong nm 2012 c th gip cc doanh nghip thy c nhu cu th trng v thit k cc sn phm ph hp. a. Ngi tiu dng dnh nhiu s u tin cho hng Vit Cc xu hng tiu dng c xy dng t ci nhn trc tip ca NTD ch khng phi t pha nh sn xut. Theo , 94% NTD c kho st cho rng d chn ca lm pht s cn tc ng vo hnh vi tiu dng nm 2012. Do vy, NTD c xu hng ct gim vic mua sm cc knh hin i (siu th, i siu th, ca hng tin li...) v chuyn sang ch - l knh bn hng c gi thp hn. c bit, h s tranh th mua sm ti cc chng trnh khuyn mi.

Theo kho st, trung bnh hng thng, cc b m chi tiu 2 triu ng cho 1 b Tht lng buc bng, NTD s ct gim chi tiu nhiu nhm ngnh hng khng thuc nhu yu phm. Tn hiu ng mng l 71% NTD tin tng vo hng VN cht lng cao v cht lng chp nhn c v gi c phi chng. Bn cnh thc

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Ngi Vit dng hng Vit ngy cng tr thnh nim t tn dn tc i vi nhiu ngi. Tuy nhin, trong tng lai chim c cm tnh cng nh s tin dng trn vn ca NTD th hng Vit vn phi tht s c cht lng tt, gi c hp l v c thit k sn phm p hn. An ton thc phm ang l mt trong nhng tiu ch hng u trong vic mua sm khi c n 84% ngi tiu dng quan tm. Xut pht t vic nhng nm gn y vn an ton thc phm thc s tr nn nng, khi chn mua thc phm hay bt c sn phm no ngi tiu dng u cn nhc 4 yu t: v sinh an ton thc phm, thc phm ti v ngon, gi c phi chng, khng c cht bo qun. c bit, nhiu NTD cho bit, s ty chay hoc thay i nhn hiu khc ngay lp tc khi khi pht hin sn phm c th vi phm quy nh an ton. Khng ch tin tng chuyn gia trong vic nh gi cht lng m ngay c khi nhn c thng tin sn phm km cht lng t chuyn gia, a s NTD s ngng s dng ngay lp tc. Qua , vic xy dng hnh nh chuyn gia cho sn phm l mt bin php qung b sn phm v kch thch mua rt hiu qu. b. Tiu dng online n tiu dng xanh ang tr thnh mt xu hng mi trong tiu dng Vi 80% ngi dn truy cp internet hng ngy thnh ph ln, vic mua bn online tr thnh mt thi quen khng th thiu ca nhiu ngi. Qua cc knh giao tip trn cng ng mng, NTD c nhiu iu kin tham kho kin ca nhiu ngi mua v mt sn phm. Tiu dng s ha hn s l mt xu hng rt pht trin trong tng lai. Cc nhm hng ang ngy cng c giao dch mua, bn nhiu trn mng gm c: dt may v sn phm thi trang, ha m phm, in t gia dng, thit b vin thng, cc loi dch v (t v, du lch, gii tr). Mt nt mi ang c lan rng l thi ca NTD i vi nh sn xut khi 35% cho bit s ngng mua ngay lp tc nu bit qu trnh lm ra sn phm c nh hng

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mi trng. Xu hng ny th hin ngay trong vic cc hot ng x hi v mi trng ngy cng c nhiu ngi nhn thc v tham gia. 89% NTD c kho st ti H Ni cho bit h nhit tnh hng ng cc hot ng bo v mi trng xanh trong tng lai trong khi 72% NTD ti TP. HCM c bit ch lm th no sn xut khng nh hng n mi trng. Mt cng ty tch cc tham gia cc hot ng x hi s c NTD ch v c cn nhc nhiu hn khi h quyt nh mua sn phm. 3.2. C hi v thch thc i vi sn phm nhn hng ring ti Vit Nam 3.2.1. C hi C hi trong th trng bn l: vic pht trin nhn hng ring ti cc siu th Vit Nam l mt hng i theo xu th thng mi hin i ca th gii. Theo kt qu kho st ca Nielsen nm 2010 th cc knh thng mi hin i Vit Nam mi ch chim khong 30% th phn ngnh bn l nhng li ang tng trng rt nhanh vi 2025% mi nm. Trong xu th , nhn hng ring ang rt rng ca pht trin. c khong 6/15 thnh vin ca Hip Hi siu th H Ni c nhn hng ring v chim khong 3-5% trong h thng siu th. Nhng d bo cho rng n s cn tng trng v t t l 15%. Nh th, c hi ca vic pht trin nhn hng ring trong th trng Vit Nam l rt ln, ng thi c c s hu thun t tim lc kinh t ca cc nh phn phi. Trong bi cnh kinh t: c th ni sn phm mang nhn hng ring ang ng trc mt c hi rt ln pht trin v tng trng vi mt tc nhanh chng. Vi vic suy thoi kinh t, lm pht leo thang th vic tht cht hu bao tiu dng khin cho vic chn la nhn hng ring vi gi r t 5-30% l mt s chn la c nhiu ngi tiu dng chp nhn. Vi s r hn tng i so vi cc sn phm cng chng loi, sn phm nhn hng ring kch thch c tr t m ca nhiu ngi tiu dng khi n cc siu th.

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Bn cnh l yu t xu hng tiu dng.Cc sn phm nhn hng ring c pht trin da trn chnh thng hiu ca ca cc nh phn phi bn l. Hin ti, xu hng tiu dng ti cc siu th ngy tr nn ph bin i vi ngi dn Vit Nam, c bit l i vi cc tnh min Nam nh thnh ph H Ch Minh, Bnh Dng. Chnh yu t ny mang n cho sn phm nhn hng ring mt th trng tim nng, nhiu c hi pht trin khi thi im hin ti thng hiu cc nh phn phi c khng nh, c nhc ti nhiu nht. Rt nhiu cc nh phn phi trong cc nm qua lin tc c nm trong top 100 cc thng hiu uy tn nht Vit Nam. Chinh s tin tng vo cc thng hiu ca cc nh phn phi khin cho ngi tiu dng nhiu lng tin hn vo vic s dng th cc sn phm mang nhn hng ring, tin ti a cc sn phm ny vo gi hng ha thng xuyn ca mnh cng gia nh. Cui cng l vn thch nghi ca cc nh sn xut. Hin nay, vic cc nh sn xut nhn gia cng cho cc siu th tr thnh xu th tt yu. Vic tm nhng nh sn khng cn l vn i vi cc nh phn phi. Cc nh phn phi by gi khng ch gii hn trong vic hp tc i vi cc nh sn xut nh l m cn c th hp tc vi nhng nh sn xut ln, c uy tn v thng hiu, cng ngh sn xut hin i. T gip ngun hng c m bo hn, c cht lng tt hn vi chi ph sn xut cng r hn. 3.2.2. Thch thc. Thch thc u tin chnh l i th cnh tranh, c th y chnh l cc sn phm cng chng loi ca nh sn xut. Cc sn phm ny thng l nhng sn phm c thng hiu trn th trng, c ngi tiu dng s dng nhiu, nm trong thi quen ngi tiu dng. Vic thay th c cc sn phm ny trong thi quen ngi tiu dng l mt trong nhng thch thc ln nht i vi cc sn phm mang nhn hng ring.

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Thch thc th hai chnh l cht lng ca sn phm nhn hng ring. Mt s sn phm nhn hng ring khng p ng li ch s dng cho ngi tiu dng. Vic tiu dng nhn hng ring ln u tin a phn l do s t m, mun dng th. Vic khng p ng k vng ca ngi tiu dng gy cn tr cho s tiu dng tip theo, gy nh hng xu t khng ch mnh sn phm m ti tt c sn phm mang nhn hng ring v c bn thn thng hiu ca nh phn phi. Thch thc ny khng h nh khi vi mi dng sn phm, cc nh phn phi li hp tc vi mt nh sn xut khc nhau. iu khin bi ton kim sot cht lng hng ha tr nn kh khn hn. Bnh cnh l cc cam kt i vi nh sn xut, c bit l cc nh sn xut ln. Vic cc nh sn xut ln ng gia cng hp tc vi cc nh phn phi cng c ngha l gia hai bn s c nhng cam kt nht nh. Thng v pha nh sn xut th s l vic nhp hng ca h u n hn, t nht trong 1 nm k t khi bt y gia cng cho nh phn phi. Km theo c th l vic hng ha ca h c u tin hn trong cc by tr, cng nh gim phn trm chit khu. Cc nh phn phi c th gy p lc ln nh sn xut, nhng trong vn hp tc ny, cc nh sn xut hon ton c kh nng to p lc tr li, v thch thc t l l lm sao iu tit tt mi quan h hai bn ny. Cui cng chnh l p lc t ngi tiu dng. a phn cc sn phm nhn hng ring u l cc hng ha tiu dng thng thng. Vi nhng loi hng ha ny, ngi tiu dng c nhng s chn la t lu, c nhng gi hng ha quen thuc. Khng chi vy, nhng tiu ch, yu cu ngi tiu dng t ra l rt a dng v kh nm bt, m cc nh phn phi li khng trc tip lm cng on sn xut, v th h lun phi c s tm hiu tm l khch hng iu tit cc nh sn xut theo hng ph hp. 3.3. Mt s khuyn ngh 3.3.1. i vi nh phn phi

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Khi u t 2007, cc sn phm nhn hng ring dn dn chim lnh th trng bn l Vit Nam v tr nn bng pht thnh mt tro lu vo nm 2010-2012 do di s suy thoi ca nn kinh t. Vn cn phi t ra l nh phn phi cn phi lm g pht trin nhn hng ring mt cch tt nht. u tin l bi ton nng cao hn cht lng sn phm. Theo nh s kho st ca chng ti phn trn, c n 31% nh gi cht lng cc sn phm mang nhn hng ring km hn cc sn phm ca nh sn xut. l mt vn cn phi gii quyt i vi cc nh phn phi, bi theo nguyn l cnh tranh sn phm, nhn hng ring vn phi m bo cht lng t nht ngang bng vi sn phm mang thng hiu nh sn xut. Theo nh chng ti, cc nh phn phi cn c s tm hiu vo cc nh sn xut, cn c s kim nh cht lng u vo ca cc sn phm ny. Cn phi c nhng tha thun, i lc l gy p lc ng mc cc nh sn xut ch trng hn trong vn cht lng sn phm. Hy nh rng cc sn phm mang nhn hng ring bn c, mt phn v gi r nhng mt phn cng chnh v thng hiu ca cc nh phn phi. Vic khng qun l cht lng cc sn phm ny khng khc g vic t h thp thng hiu xy dng trong mt thi gian di ca cc nh phn phi. Th hai l cc nh phn phi nn quan tm nhiu hn n bao b sn phm. C n gn 20% s ngi c hi cho rng h khng s dng sn phm mang nhn hng ring v bao b, mu m khng p. Mc d c by bn rng ri, tip th sng to, nhng vi bao b khng bt mt, cng thm vi tiu ch gi r d gy nn tm l hng km cht lng trong ngi tiu dng. V vn ny, cc nh phn phi nn c s u t nht nh vo thit k bao b, c bit vi nhng sn phm thit yu. H c th hp tc vi chnh nh sn xut, nhng ch ng hn trong mng thit k, ng thi st sao vi phn ng khch hng c nhng iu chnh hp l. Ngoi ra, cc nh phn phi cn phi xy dng b phn Marketing chuyn nghip. Trc khi tung ra mt sn phm no cn c s nghin cu k lng v nhu cu khch hng, v th phn i th cnh tranh, v chng loi hng ha, trnh mt s lng

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ph v ch v ngun lc. Tip n l cc chin dch Marketing hp l. Thc s trong thi gian gn y, cc chin dch Marketing ca cc nh phn phi thu c nhiu kt qu rt kh quan. Cc nh phn phi tn dng ti a yu t tnh hung nh vo s t m, kch thch ngi tiu dng s dng bng cch by tr cc nhn hng ring nhng ni c v tr p, bt mt. Song song vi l vic pht nhng qung co v nhn hng ring ti tn tay ngi tiu dng, lm gia tng nhn thc v sn phm ny i vi ngi tiu dng.

3.3.2. i vi nh sn xut Hu ht nhng sn phm nhn hng ring c nh phn phi t nh sn xut gia cng vi s lng ln, dnh cho mt i tng c th. iu ny c ngha l dng sn phm ny khng hon ton ng ngha cht lng thp hn m gi r hn l do cc nh phn phi tit kim c cc chi ph tip th (khuyn mi, qung co, phn phi, lm thng hiu). Chnh v th tro lu pht trin nhn hng ring t ra bi ton l sn phm ca cc doanh nghip sn xut phi cnh trnh trc tip vi cc nhn hng ring ca h thng phn phi, siu th m do chnh doanh nghip sn xut ra. Nhiu ngi v trng hp ny nh l s thn tnh, n tht ln nhau gia cc sn phm! Vic nhn gia cng cho cc siu th s gip doanh nghip sn xut ti a ha c cng sut my mc, khng phi gia cng cho cc i th trc tip trn th trng, khng phi cnh tranh c trn knh truyn thng, tng doanh thu v li nhun, khng phi mt chit khu cho nh phn phi. iu ny s lm doanh nghip quay vng vn nhanh hn, to ra nhiu li nhun. Trn c s ti u t sn xut, m rng nh xng sn xut v cng ngh. Tuy th, vic nhn gia cng cho cc doanh nghip cng c th l con dao hai li i vi chnh sn phm ca h. chnh l cnh G nh nhau. Hai sn phm c cng ngun gc xut s, cht lng tng ng nhau nhng sn phm nhn hng

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ring li c nhng u th hn hn cc sn phm t cc nh sn xut nh gi r hn t 10%- 30% v c cc siu th u tin by bn nhng v th c a khin cho s cnh l rt ln. Nu cc doanh nghip khng c nhng bin php hp l, cc nhn hng ring s dn thay th th phn ca cc doanh nghip ny. Mt im ng lu hn l trong trng hp cc sn phm mang nhn hng ring mnh, cc nh phn phi thng s vin nhiu l do khng tip tc bn cc sn phm ca cc nh sn xut na nhng vn tip tc t gia cng sn phm. Nh th, nh sn xut s t nh mt ming bnh ca mnh cho nh phn phi, v s tr thnh ngi lm cng cho cc nh phn phi ny. Vi s pht trin mt cch nhanh chng ca tro lu nhn hng ring, nu cc nh sn xut khng hp tc vi cc nh phn phi trong vic gia cng, s khng khc no cho doanh thu ca mnh ri vo tay cc nh sn xut khc. Vic nhn gia cng tr thnh mt xu hng tt yu ca cc nh sn xut, yu cu cc nh sn xut phi hp tc v t thay i mnh thch nghi sao cho ph hp nht. a. i vi cc nh sn xut nh l Cc nh sn xut nh l (SME) bt buc phi chp nhn vic gia cng cho cc nh phn phi. Vic tim lc cn nh, cha c h thng phn phi hp l, khin cho SME khng c la chn no ngoi vic chp nhn ny. S chp nhn ny mang n cho cc SME nhng n hng thng xuyn hn ,t hng s lng ln hn, mang li doanh thu cho SME. T , nu cc SME c cch qun l v phn phi dng tin mt cch hp l s c c hi pht trin nhiu hn. Nhng thc t chng minh c rt nhiu SME khng th tip tc pht trin m ch tr thnh ngi lm cng cho cc nh phn phi do khng coi trng qu trnh Marketing, xy dng thng hiu cng nh cc knh phn phi hp l. b. i vi cc nh sn xut ln

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Khc vi cc SME, cc nh sn xut ln ng trn cng v hp tc vi cc nh phn phi. y l s hp tc ng trn phng din c 2 bn cng c li, va bn c nhng mt hng sn xut ca mnh, va nhn c thm doanh thu t cc n hng gia cng. Nhng ch l trong khong thi gian ngn tm 1 nm. V lu di, cc nhn hng ring s nh hng ti th trng bn l Vit Nam v cnh tranh v a dng hng ha, iu ny bt buc cc doanh nghip sn xut phi t duy m v sng to hn. Hn na, thch thc vi cc doanh nghip sn xut l s khng c nhiu thng tin v khch hng v th trng nh siu th, v th s t nhanh nhy hn trong vic sn xut ra nhng sn phm p ng theo ng xu hng tiu dng. Nhng mc e da sn phm ca doanh nghip ln s rt him v doanh nghip ny l ngi ch ng c u ra, ngun cung sn phm trn th trng, nn cng s c nhng chin lc v k hoch iu chnh ph hp. Theo nhiu chuyn gia nghin cu th trng, i tng mua sn phm nhn hng ring l tng lp thu nhp thp v trung lu v hu ht cc nhn hng ring u thuc phn khc gi r. Tuy t c nhiu thnh cng nhng cc nhn hng ring vn khng th e da cc doanh nghip sn xut ln v thng nhn hng ring ch nm trong nhng knh phn phi hin i, trong khi i vi cc knh truyn thng nh ch th km ph bin hn. y cng c th xem nhn hng ring l liu thuc th cho doanh nghip bi qua s o m sn phm ca nh sn xut thc s l thng hiu kh thay th hay cha. cnh tranh, nh sn xut cn lin tc ci tin, nng cao cht lng, b sung tnh nng mi cho sn phm hp dn ngi tiu dng. Bn cnh , cn to ra nhng sn phm mi nhm to ra chin lc bao vy, h tr cho sn phm c. Cao hn na l phi to ra nhng sn phm c o, ring bit to li th cnh tranh; ng thi cn y mnh u t cho vic tip th sn phm, m rng knh phn phi, bn hng... Cch khn ngoan l y mnh knh bn hng truyn thng, mt knh phn phi m cc nhn hng ring ca cc siu th cha v kh tip cn.

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Ngoi ra, cc nh sn xut cng c th chp nhn gia cng nhn hng ring nu nng lc sn xut ln, cha s dng ht v c nhng sn phm c quyn, cht lng tt. y chnh l nhng chiu bi nh sn xut da vo i quyn li cho sn phm mang thng hiu ca mnh, v d nh c u tin v v tr trng by, v s lng.Bn cnh cc nh sn xut cn khng ngng i mi gi vng v tr dn u trn th trng, p ng tt hn nhu cu ca khch hng, ti u ha hot ng nghin cu pht trin v dy chuyn sn xut, c phng n tip th sn phm tt, xy dng hnh nh doanh nghip, to v duy tr s tn nhim ca khch hng. c bit, cc nh sn xut c th tr thnh i tc ca nh phn phi sn xut cc nhn hng c quyn, tng lng hng bn ra, t pht trin kinh doanh. 3.3.3. i vi ngi tiu dng Nh phn tch trn, tnh trng kinh t Vit Nam nh hng n rt nhiu ngi tiu dng. Lm pht tng cao cng vi nn kinh t tr tr khin cho ngi tiu dng tht cht hu bao chi tiu hn. Xu hng ngi tiu dng ct gim chi tiu ang th hin ngy cng r nt. H chn la, so snh nhiu hn khi mua hng ha; u tin hn cho nhng mt hng thit yu v chn nhng nhn hng ph hp vi ti tin. Vic tit kim chi tiu khin cho ng ngn sch ca ngi tiu dng trong tiu dng s gim i, iu ny ng ngha h s phi thay i s kt hp hng ha trong chi tiu ti a ha li ch c nhn. Vic dn ti s thay i thi quen trong tiu dng. Nhng mt hng t s khng c s dng na, thay vo l nhng mt hng gi c phi chng hn nhng vn p ng c k vng ca ngi tiu dng. l s dng hng Vit Nam cht lng cao thay cho ngoi nhp, s dng cc sn phm nhn hng ring thay cho cc sn phm cng chng loi. Vic thay th ny, v mt mt no , ngi tiu dng ng chp nhn ri ro khi tiu dng th. H s nh gi v k vng li ch ca mt hng ny sau khi tiu dng v c quyt nh tiu dng n na khng. C th ni, a phn sn phm thuc nhn hng ring p ng c nhng k vng li ch ca ngi tiu dng.

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Tuy nhin, vic tiu dng mt loi sn phm khng mang nhn hiu nh sn xut vn cn tng i mi m i vi ngi tiu dng Vit Nam. Cc nhn hng ring thng tp trung ch yu loi hng ha thng thng, ni m cc yu t v nhn hiu, v thi quen s dng in m trong tm tr ngi tiu dng. Vic thay th hon ton cc sn phm c khng hn l iu d lm v ngay c bn thn ngi tiu dng, trong mt chng mc no , vn mun tip tc tiu dng mt hng mnh s dng t lu. Bn cnh vic mt s nhn hng ring c cht lng khng tt bng cc sn phm ca cc nh sn xut, mt nhc im ln ca cc sn phm mang nhn hng ring l n ch c bn a im ca cc nh phn phi nh mt hng WOW ch bn ti siu th BigC. Vic s kh to thnh thi quen s dng cho ngi tiu dng lu di khi ngi Vit Nam vn a thch s dng cc knh phn phi truyn thng nh ch, cc ca hng tp ha gn nh hn. Qua nhng phn tch trn, chng ti ch mun lm r hn v hnh vi ngi tiu dng i vi cc mt hng ny. Hy l nhng ngi tiu dng thng minh, bit ti u ha cc la chn sao cho khng ch tit kim v mt chi ph, thi gian m cn ti a ha li ch c nhn ca mnh. Hy bit cch kt hp thng minh v linh hot gia sn phm mang nhn hng ring ca siu th v cc sn phm ca nh sn xut. 3.3.4 Tng ha mi quan h:

Thng qua nhng phn tch v mi quan h cng nh mc nh hng tng i mt gia cc c th chnh tham gia vo pht trin nhn hng ring, nhm nghin cu a ra s dung ha 3 c th ny. S 3.2: S tng ha mi quan h cc yu t tham gia v pht trin nhn hng ring

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M hnh trn phn no phn nh bc tranh tng th cc mi quan h trong th trng nhn hng ring. 3 c th tham gia chnh y l ngi tiu dng, nh sn xut cng nh nh phn phi. i vi nh phn phi, h c th c s tc ng nh tuyn truyn, marketing ti im bn y sn phm ti tay ngi tiu dng, nhng ngc li, vi nhn thc, thi v hnh vi ca mnh, ngi tiu dng cng tc ng ngc tr li iu chnh hnh vi ca nh phn phi. Chc nng ny ca ngi tiu dng tip tc nh hng ti nh sn xut, tuy nhin, vic h cn lm chnh l thch nghi. H va b rng buc bi nh phn phi, va b tc ng bi khch hng, nn phng n tt nht chnh l thch nghi tn ti. Mi quan h cui cng gia nh phn phi v nh sn xut l quan h hai chiu hp tc, vi tiu ch chung l i bn cng c li. Vy nhn t no iu chnh, dung ha 3 mi quan h ny? chnh l li ch ngi tiu dng. Tt c cc c th ny u s b iu chnh, chi phi bi li ch ngi tiu dng, n s l kim ch nam mi hot ng trn th trng hng theo. M hnh ny cng phn no l s tm tt li nhng khuyn ngh chng ti a ra phn trn. Hy ly li ch ngi tiu dng lm im ta, ct li trong cc chin lc, bi v ch c nh vy, nhn hng ring mi c th tn ti v pht trin trong mt th trng b cnh tranh khc lit bi v s mt hng khc.

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KT LUN
Nhn hiu nh phn phi cn c gi l nhn hiu ring v c hiu l sn phm c bn vi thng hiu hoc nhn hiu ca nh phn phi vi nhng c tnh kt tnh trong sn phm c nh phn phi xc nh, nhm thc hin vic bn trc tip tai cc c s bn l ca nh phn phi cho khch hng. Trn th gii, nhn hng ring pht trin t nhiu nm nay v tc tng trng rt cao qua cc nm. Nm bt xu th , cc siu th ti Vit Nam a dng sn phm ny vo th trng, vi s lng siu th p dng v t l tiu dng ngy cng tng cao. Thng qua kho st, mc ph sng ca nhn hng ring ang ngy cng ln, l kt qu ca chin dch marketing hiu qu ca cc nh phn phi. Ngi tiu dng ang dn chp nhn mt hng ny, t bit trong thi k kinh t suy thoi, n tr thnh mt s la chn thng minh cho khch hng. Tuy nhin, s tn ti ca mt hng ny cng t ra bi ton kh vi cc bn lin quan, c bit l 3 ch th chnh: ngi tiu dng, nh phn phi v nh sn xut. l bi ton v s dung ha li ch cc bn, nhn hng ring tip tc pht trin mnh hn na, v ngy cng hng ti li ch ngi tiu dng. Trong cng trnh NCKH Nghin cu thi v hnh vi ngi tiu dng vi nhn hng ring ti cc siu th trn a bn H Ni v mt s khuyn ngh nhm nghin cu chng ti a ra nhn nh, ng thi gii quyt cc vn sau: 1. Tng hp cc l thuyt v hnh vi ngi tiu dng trong phn phi bn l, ng thi a ra cc nh ngha, vn t ra cho nhn hng ring 2. Tng hp tnh hnh thc trng nhn hng ring trn th gii cng nh ti Vit Nam nhng nm qua 3. Tin hnh kho st, trn c s phn tch thi v hnh vi ngi tiu dng vi sn phm nhn hng ring 4. D bo v c hi cng nh thch thc cho dng sn phm ny trong tng lai

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5. a ra mt s khuyn ngh cho nh phn phi, ngi tiu dng v nh sn xut nhm hng ti pht trin nhn hng ring hiu qu hn. Do ti nghin cu kh mi m, phc tp, ngun ti liu h tr cho cng tc nghin cu cn kh khan him, thm vo , nng lc nghin cu ca nhm cn nhiu hn ch, nn cng trnh nghin cu ca chng ti chc chn cn nhiu sai st. Tuy nhin, chng ti tin tng rng cng trnh ny gip chng ti cng nh c gi c ci nhn ton cnh nht v nhn hng ring, cng nh a ra mt s gii php pht trin n hiu qu hn. Nhm nghin cu rt mong s nhn c nhiu s ng gp t cc c gi ti c hon thin hn.

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TI LIU THAM KHO

TI LIU TING VIT 1. Trnh Th Phng Lin, Thi v hnh vi ca ngi tiu dng i vi hng ha ni a, H Ngoi Thng, 2010. 2. T Minh Thu, Gii php pht trin h thng bn l hin i ti Vit Nam, H Ngoi Thng, 2007. 3. Phm Th Tho Nghin cu v dch v bn l ca cc siu th ti H Ni, H Ngoi Thng, 2007. 4. V Vit Linh ,Thc trng ngnh phn phi bn l ti Vit Nam giai on 2005 2009 v mt s gii php , H Ngoi Thng, 2009. 5. Trng nh Chin, Qun tr knh phn phi, 2011 6. Thi bo kinh t Vit Nam 2001,2002,2010 7. Phn tch ti chnh doanh nghip 2001,2001,2010 8. Marketing cn bn, Nh xut bn thng k. 9. H M TP H Ch Minh, 2009 TI LIU NC NGOI 1. Levy & Weitz, ,Retailing Management, Hill International Edition 2. Blackwell, Miniard & Encel , Consumer Behavior, , International Student Edition 3. Nielsen Global Private Label Report, March 2011. 4. Justin Beneke, Consumer perceptions of private lable brands within the retail grocery sector of South Africa, African Journal of Business Management, 4(2),pp.203220, 2011. 5. Jean- Pierre BONVALLET, Private Label Development continue worldwide, International Business Development, May 2011. ,tr 175 10. Th.s T Th Hng Hnh, Ti liu hng dn hc tp hnh vi khch hng, trng

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6. Levy / Weitz, Retailing Management, 7th Edition 7. Philip Kotler, Pricinple of Marketing, 11th Edition.

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PH LC
PHIU THM D KIN NGI TIU DNG TRN A BN H NI M s: HNT/NCKH/
Knh tha Anh/Ch, c th hiu r v nm bt tt hn nhu cu v mong mun ca ngi tiu dng, chng ti hin ang tin hnh mt cuc kho st, thm d kin khch hng ca cc siu th trn a bn H Ni. Rt mong Anh/Ch bt cht thi gian in vo phiu thm d kin ny bng cch la chn (nhng) phng n tr li ph hp nht vi mnh. Chng ti cam kt ch s dng kt qu kho st vo mc ch thng k ca ti. Xin chn thnh cm n s hp tc v gip qu bu ca Anh/Ch. Mi thng tin phn hi, kin ng gp v cc yu cu khc xin vui lng lin h theo a ch email: ktkdqt@ftu.edu.vn hoc tungtt.sic@gmail.com. HNG DN TR LI Xin vui lng nh du hoc la chn mt phng n tr li ph hp nht vi suy ngh ca Anh/Ch (hoc nhng phng n tr li ph hp nht, nu trong cu hi ghi r c th chn nhiu phng n). 1. Xin anh/ch cho bit mc thng xuyn ti cc siu th: Rt thng xuyn (mi tun t nht 1 ln) Thng xuyn (mi thng t 2-3 ln) Thnh thong (ti a l 1 ln/thng) 2. Anh/Ch t ): Big C Co.op Mart 3.

TTT-

Fivimart , xin ghi r .. /ch

): Thc phm, cc loi gia v, tri cy, du n M phm, cht ty ra gia dng Qun o v giy dp in, in t, in my, in lnh Ging t, ni tht, trang tr nh, bp, vt dng lm bp 4. Xin vui lng cho bi c quan tr ng cch nh du hoc vo tng ng v ph hp nht vi Anh/Ch:

Rt quan trng

Bnh thng

Khng quan

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trng Thng hiu ca nh sn xut Gi c Bao b, mu m Cht lng Khuyn mi (xin vui lng ghi r) .................. .... .................. .... 5. Anh/Ch c bit n nhn hng ring ca cc siu th: Khng. Nu chn phng n ny, xin chuyn sang phn thng tin c nhn cui bng kho st. C 6. Theo quan st ca Anh/Ch, siu th no hin ang by bn cc sn phm mang nhn hng/thng hiu ring ca mnh? (c th chn nhiu p n) BigC Fivimart Siu th khc,xin vui lng ghi r ... Hapro Co.op Mart 7. Anh/Ch bit ti nhng sn phm ny qua knh thng tin no (c th chn nhiu p n): Tnh c thy trong siu th c bn b, ngi thn gii thiu c nhn vin bn hng siu th gii thiu Qua t ri, tp ch, ti vi, Cc knh khc, xin vui lng ghi r: .. 8. Anh/Ch tng s dng sn ph : . Xin tip tc tr li t cu 9. Cha s dng. Xin chuyn sang cu 15 kt thc. 9. Xin vui lng cho bit c th m m anh/ch hay gia nh tng mua/s dung (nu c th, xin anh/ch ch thch thm tn siu th): 10. Xin vui lng cho bit nhng l do quan trng nht anh/ch chn mua sn ph ( ngh chn ti a l 3 l do): Mun mua v s dng th cho bit

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V thy nhiu khch hng khc cng chn mua Gi c r hn so vi sn phm cng loi Do tin tng vo nh phn phi Yu t khc, xin vui lng ghi r:
11. Xin anh/ch cho bit mc hi lng khi s dng sn ph : Rt hi lng Bnh thng 12. Anh/ch :

Ty tng mt hng
13. Anh/ch :

Khng r/khng c kin

14. Anh/ch c nh s dng cc sn ph khng: Chc chn s tip tc s dng C th s tip tc s dng Khng mun tip tc s dng Sau khi tr li xong cu hi ny, mi anh/ch chuyn sang phn thng tin c nhn kt thc. 15. /ch (c th chn nhiu p n):

, xin vui lng ghi r: . THNG TIN C NHN :

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tui: ln

Di 18 tui

T 18 n 24 tui

T 25 n 50 tui

T 51 tui tr

Mc chi tiu trung bnh cho mi ln i siu th ca anh/ch: 1 triu