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BI BO CO TI NGHIN CU

PHN 1: T VN 1.1 Tnh cp thit ca ti: Trong thi i cng nghip ho, hin i ho t nc v c bit khi Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi th gii WTO th vic mua bn, trao i hng ho ngy cng c ch trng v quan tm. Ngi tiu dng ngy cng c nhiu s la chn, nhiu c hi tm cho mnh mt loi sn phm ph hp nht v gi c li phi chng. V chng ta cng bit rng khi mt thng hiu c ngi tiu dng bit n th ch n cho n l chim tri tim ca h. iu ny ng vi Downy - mt trong nhng thng hiu nc x vi dn u ti th trng Vit Nam. y l mt trong nhng l do quan trng u tin thu ht chng ti tm hiu v nghin cu v sn phm ny. Trong x hi hin i ngy nay, i vi mi gia nh nc x vi l mt trong nhng sn phm tiu dng thit yu. iu kin sng cng pht trin th nhu cu ca con ngi v nhng sn phm hon thin cng tng ln. Theo chng ti, Downy p ng tt c phn no mong mun ca khch hng v cht lng sn phm. Mt sn phm mun ng vng trn th trng, mun to c nim tin v cht lng ni ngi tiu dng khng phi d. Song, Downy lm c iu y. V gi y, sn phm ny , ang v s cng khng nh thng hiu ca mnh trn th trng Vit Nam v nc ngoi. 1.2 Mc tiu nghin cu: - Kho st thc trng tiu dng ca khch hng v sn phm nc x vi ni chung v sn phm nc x vi Downy ni ring. - o lng mc quan tm v s hiu bit ca khch hng i vi sn phm Downy 1.3 Cu hi nghin cu: - Khch hng mong mun g sn phm nc x vi? - Khch hng tip cn thng tin sn phm ch yu qua nhng ngun no? - Khch hng c hi lng vi sn phm ang dng khng? - Khch hng c nh thay i loi nc x vi ang dng khng?

1.4 Phm vi nghin cu: 1.4.1 Khng gian: ti hnh vi tiu dng ca khch hng i vi sn phm nc x vi Downy nghin cu ch yu trn a bn thnh ph Hu v sinh vin trng HKT Hu 1.4.2 i tng nghin cu: - Khch hng khng s dng loi nc x vi no - Khch hng ang s dng cc loi nc x vi - Khch hng c th s dng sn phm nc x vi trong tng lai 1.4.5 Ni dung nghin cu: ti nghin cu xoay quanh vic phn tch, nh gi hnh vi tiu dng ca khch hng v nc x vi Downy 1.5 Phng php nghin cu: 1.5.1 Phng php thu thp d liu: - D liu th cp: l nhng d liu,thng tin thu thp trong nhng ti liu no Ngun d liu: sch bo, cc phng tin truyn thng, cc thng tin thng mi -D liu s cp: l nhng d liu c thu thp qua bng hi iu tra phng vn khch hng 1.5.2 Chn mu nghin cu: - Phng php chn mu: chn mu thun tin phi xc sut.C th: pht bng hi n khch hng quanh khu vc ang sinh sng v cc bn ang hc ti trng HKT Hu. - Cch chn mu: +Xc nh tng th: tt c nhng khch hng khng hoc ang s dng nc x vi v c nhng khch hng c th s dng nc x vi trong tng lai +Cu trc mu: tt c nhng khch hng ang s dng nc x vi trn a bn thnh ph Hu + C mu: da vo l thuyt thng k m t c bn ta c 3 yu chnh nh hng n quyt nh c mu cn chn l: bin ng d liu, tin cy,t l sai s C mu c xc nh theo cng thc n= p(1-p)(Z/2/)2 Vi: n: c mu

V= p(1-p): bin ng d liu p: t l xut hin ca cc phn t trong n v ly mu Z: gi tr tra bng ca phn phi chun ng vi tin cy : sai s cho php vi c mu nh Trong trng hp bt li nht bin ng d liu mc ti a th: V= p(1-p) max V=1-2p=0 p=0,5 (1) Sai s chn mu vi c mu nh l 10% (2) Trong thc t nh nghin cu thng s dng tin cy 95% (hay = 5%) Z/2=Z0,025= 1,96 (3) T (1),(2),(3) ta c c mu quan st n= 96 ti ny s dng b s liu 100 quan st.Nh vy i vi nhng yu cu t ra vi c mu th 100 quan st ln tin hnh nghin cu. 1.5.3 Xy dng thang o v cng c iu tra: - Loi thang o s dng cho bng hi: thang o danh ngha,thang o th bc +Thang o nh danh (Nominal scale): mi gi tr ch tng trng nh mt nhn/tn ca i tng o; dng phn bit cc d liu thuc tnh khc nhau v tn gi, mu sc V d: Mt ln mua nc x vi anh/ch thng mua vi dung tch bao nhiu? 24ml(gi nh) 400ml 1 lt 2 lt +Thang o th bc (Ordinal scale) th hin mi quan h trc/sau, nhiu hn/t hn nhng khng xc nh mc gia cc i tng V d: Anh/ch mua sn phm d dng khng? Rt d D Bnh thng Kh Rt kh - Cng c iu tra: bng cu hi gm 4 phn -Phn thng tin c nhn -Phn dnh cho khch hng khng s dng sn phm nc x vi -Phn dnh cho khch hng ang s dng sn phm nc x vi -Phn dnh cho khch hng ang s dng sn phm nc x vi Downy 1.5 Phng php phn tch s liu ti s dng phn mm SPSS 16.0 h tr vic phn tch s liu.Cc phng php phn tch s liu c s dng l: Phn tch thng k m t (Descriptive Statistics), Phn tch tn s (Frequency Analysis), Phn tch bng kt hp (Cross-

tabulation, Custom tables), Kim nh gi thuyt v tr trung bnh ca hai tng th-. Ngoi ra, ti cn s dng phng php phn tch nh tnh. - Phng php phn tch thng k m t (Descriptive Statistics): l tp hp tt c cc phng php o lng, m t v trnh by s liu bng cc php tnh v cc ch s thng k thng thng nh s trung bnh (Mean), s trung v (Median), phng sai (Variance), lch chun ( Standar deviation)Cc i lng thng k m t ch c tnh i vi cc bin nh lng. - Phng php phn tch tn s (Frequency Analysis): dng tm tt d liu c xp thnh tng t khc nhau,da trn nhng tn s xut hin ca c i tng trong c s d liu so snh t l, phn nh s liu - Phng php phn tch bng kt hp (Cross-tabulation, Custom tables): l k thut kt hp hai hay ba bin cng lc - Phng php kim nh gi thuyt v tr trung bnh ca hai tng th 1.7 Lc kho ti liu PHN 2: NI DUNG V KT QU NGHIN CU Chng 1.Tng quan v vn nghin cu: 1.1. C s l thuyt: - nh ngha hnh vi tiu dng Hnh vi tiu dng l hnh ng ca mt ngi tin hnh mua v s dng sn phm cng nh dch v, bao gm c qu trnh tm l v x hi xy ra trc v sau khi xy ra hnh ng (Phillip Kotler) - Nhng nh hng tm l ln hnh vi tiu dng + ng c: l nhu cu tr nn bc thit n mc buc con ngi phi hnh ng tha mn nhu cu .Cc nh tm l cho rng nhu cu l c phn cp, mt khi nhu cu sinh l c tha mn th con ngi s tm kim tha mn nhng nhu cu cao hn. + C tnh: thng c m t bng nhng c tnh vn c ca c th nh: tnh thn trng, tnh t tin, tnh t lp, tnh nng ngV vy chnh ci c tnh vn c trong mi con ngi s nh hng n thi ca h i vi cng mt s vt, hin tng hay tng no . + Nhn thc: l qu trnh mt c nhn la chn, t chc, din gii thng tin nhn c to ra mt bc tranh c ngha v th gii xung quanh.Con ngi

nhn thc c chn lc iu h mun v nh hng theo cch con ngi xem xt n nhng ri ro trong vic mua. + S hiu bit: din t nhng thay i trong hnh vi ca ngi pht sinh t kinh nghim. Kinh nghim trong thc ca mi con ngi l trnh ca h v cuc sng, v hng ha l kt qu ca nhng tng tc, ca ng c, cc kch thch, nhng gi , s p li v cng c. + Nim tin v thi : l s nhn nh cha ng mt ngha c th m ngi ta c c v mt s vt hay hin tng g . S hnh thnh nim tin v c bn xut pht t s hiu bit nn nh hng kh quan trng n hnh vi mua. - Nhng nh hng mang tnh cht c nhn ln hnh vi ngi tiu dng: + Tui tc: tui tc nh hnh nhu cu, th hiu, sc mua ca ngi tiu dng. +Ngh nghip: nh hng ng k n tnh cht ca hng ha v dch v ngi tiu dng mua sm. + Tnh trng kinh t: c hi mua sm ca ngi tiu dng ph thuc vo kh nng ti chnh v h thng gi c ca hng ha.V vy tnh trng kinh t bao gm thu nhp, phn tit kim, kh nng i vay v nhng quan im v chi tiu/tch ly.ca ngi tiu dng c nh hng rt ln ti s lng v c cu sn phm m h la chn mua sm. - Qu trnh ra quyt nh mua ca ngi tiu dng Qu trnh ra quyt nh mua l mt chui cc giai on trong vic ra quyt nh mua sn phm hay dch v. Qu trnh gm 5 giai on: nhn thc nhu cu, tm kim thng tin, nh gi cc la chn, quyt nh mua, hnh vi sau khi mua. Tuy nhin, ngi tiu dng c th b qua hay o li mt s giai on. Chng hn nh mt ph n mua sn phm nc x vi th c th t quyt nh mua, b qua cc giai on tm kim thng tin v nh gi. + Nhn thc nhu cu l s khc nhau v nhn thc gia tnh hung l tng v thc t ca mt ngi nhm thc y vic ra quyt nh. Nhn thc vn c th c kch thch bi nhu cu cn thit ca ngi tiu dng hoc bi nhng n lc tip th. + Tm kim thng tin nhm lm r nhng chn la m ngi tiu dng c cung cp, bao gm 2 bc: Tm kim bn trong: lin quan n vic tm kim trong k c khi dy nhng kinh nghim hoc hiu bit trc y lin quan. Tm kim bn trong nhm phc v cho nhng sn phm mua thng xuyn.

Tm kim bn ngoi: cn thit khi nhng kinh nghim hoc hiu bit trong qu kh khng cung cp thng tin cho ngi tiu dng. + nh gi cc la chn: giai on nh gi cc la chn bt u bng vic kho st tiu chun nh gi ca ngi tiu dng c c tnh khch quan ca mt nhn hiu v nhng yu t ch quan m ngi tiu dng cho l quan trng. Nhng tiu chun ny hnh thnh t nhng hi c c gi ln trong ngi tiu dng nhm cc nhn hiu ngi tiu dng xem xt khi mua trong s nhng nhn hiu ngi tiu dng cng loi m h tng bit n. + Quyt nh mua: l quyt nh c x c thc theo mt cch no (mua by gi hoc tng lai). Quyt nh mua lin quan n vic nh gi cc chn la v thng b nh hng bi c im v nhng khch l ca ngi bn ti im mua. + Hnh vi sau khi mua: l s tip ni ca qu trnh ra quyt nh mua ca ngi tiu dng khi thc hin chn mua sn phm. C hai kt qu sau mua: Tha mn c tnh sn phm lm tha mn hoc vt qu mong i. Bt mn sn phm khng lm tha mn nhng mong i. - Nhng nh hng mang tnh cht c nhn ln hnh vi ngi tiu dng 1.2. C s thc tin: - Thc trng th trng Trc cn lc cnh tranh ca nn kinh t thi hi nhp WTO, cc doanh nghip trong nc lun thc c v s sng cn ca sn phm l do ngi tiu dng quyt nh. Ti Vit Nam nhng nm gn y sc cnh tranh gia hng ho trong nc v hng ho nc ngoi din ra ht sc quyt lit.Mt v d in hnh l s cuc cnh tranh gia cng ty trong nc P & G v cng ty a quc gia Unilever trong lnh th trng hng tiu dng, hng thit yu cho sinh hot hng ngy.V c th l cuc i u gia hai sn phm nc x vi: Downy v Comfort. Comfort n Vit Nam khi th trng hng tiu dng cn mi nn c nhiu t kinh doanh. Downy ch l sn phm n sau nn nhng ngy u bc ra th trng gp khng t kh khn v phi cnh tranh khng cn sc vi nhn hng Comfort c trc . Nhng vi chin lc ly nhu cu ca khch hng lm trung tm tha mn, Downy -nhn hiu Made in VN- c mt ch ng n nh trong lng ngi tiu dng Vit Nam.

- Th hiu ngi tiu dng

Gn vi nhu cu thng xuyn, nc x vi tr thnh mt hng thit yu v rt ph bin trong mi gia nh Vit. Vi cng vic bn rn v c t thi gian v vy nc x vi Downy trong cng thc Mt Ln X, bt x phng c x sch ngay ln x u tin v lu li trn o qun hng thm mt sut c ngy nng ng. nh vo tm l ca ngi tiu dng Downy tung ra th trng nhng sn phm mi p ng nhu cu, s thch v th hiu ca ngi tiu dng. Ti nc ta th phn ca nc x vi chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. Downy kt hp bn yu t chnh l: an ton cho da tay, sch bt x phng ngay ln x u, thn thin vi mi trng v hng thm tinh t n bt ng trong tng sn phm ca nc x vi vo cng mt sn phm v tung ra th trng thu ht c s yu thch sn phm ca ngi tiu dng. Nc x vi Downy l mt trong nhng mt hng nc x vi c cc ch em ph n v nht l cc b ni tr Vit Nam rt tin dng v a chung. Hn na ngui tiu dng Vit Nam rt tin vo qung co.Theo kt qu nghin cu th trng Vit Nam ng th 8 trong top 10 quc gia tin vo qung co nht.V vy Downy c nhng chiu thc qung co rt hay thu ht c nhiu ngi tiu dng ch n cht lng v mu m sn phm. Chng 2. Phn tch,nh gi v hnh vi tiu dng ca khch hng i vi sn phm nc x vi Downy 2.1.Thng tin mu: - Gii tnh v tui

Gii tnh (%)

30 70
Nam N

Hnh 1. T l gii tnh ca khch hng tham gia phng vn

Tui (%)

7 10
18-24 tuoi 25-35 tuoi

22

61

36-45 tuoi tren 45 tuoi

Bng kt hp yu t gii tnh v tui ca khch hng

c tnh khch hng Gii tnh Tng Nam N

Tui 18-24 tui 23 37.7% 38 62.3% 61 61% 25-35 tui 7 31.8% 15 68.2% 22 22% 36-45 tui 0 0% 10 100% 10 10% Trn 45 tui 0 0% 7 100% 7 7% Tng

100 100%

- Ngh nghip Bng 2. Ngh nghip ca i tng nghin cu


Ngh nghip Sinh vin Cng nhn vin chc Ni tr Bun bn Tng Tn s 60 21 18 1 100 Tn sut 60% 21% 18% 1% 100%

a s khch hng c phng vn l sinh vin (chim 60%), tip n l cng nhnn vin chc (chim 21%) v ni tr (chim 18%)
Ngh nghip (%)
70 60

60
50 40 30 Ngh nghip (%) 21 18 1 0 Sinh vin Cng nhn vin chc Ni tr Bun bn

20
10

Hnh 3. T l i tng nghin cu phn theo ngh nghip

- Thu nhp: a s khch hng c thu nhp di 1.5000.000 ng ( chim 59%), thu nhp t 1.500.000 n 4.000.000 ng chim 35%, thu nhp trn 4.000.000 ng ch chim 6%. Bng 1. Mc thu nhp ca khch hng
Thu nhp Di 1,5 triu T 1,5-4 triu Trn 4 triu Tng Tn s 59 35 6 100 Tn sut 59% 35% 6% 100%

Thu nhp (%)


70 60 50 40 30 20 10 0 6 35 59

Thu nhp (%)

Di 1,5 triu

T 1,5 - 4 triu

Trn 4 triu

Hnh 2. T l i tng nghin cu phn theo thu nhp

2.2 Hnh vi tiu dng ca khch hng: -Nhn thc nhu cu:
Mong mun ca khch hng Lu li hng thm lu Mm vi,an ton cho da X sch bt x phng Ph hp vi ln da tr nh Tit kim thi gian v nc Tn s 63/73 36/73 9/73 30/73 9/73 Tn sut 85% 49% 12% 41% 12%

Qua bng tng hp ta thy: hng thm lu li lu trn o qun l mong mun ca a s khch hng. Trong cuc sng bn rn hng ngy, o qun y mi m hi khin bn thn v ngi i din kh chu v nh mt s t tin khi giao tip. Nhn bit c iu P&G nghin cu v pht trin, sng to nn nhng mi hng a dng khch hng la chn.Yu t an ton cho da cng nh hng n quyt nh ca khch hng. X hi ngy cng pht trin th yu t an ton cng c ch trng.

- Tm kim thng tin: NTD tip cn thng tin sn phm t ngun no?
Ngun thng tin Gia nh,bn b Qung co trn cc phng tin truyn thng Ngi bn hng gii thiu Tn s 30/74 55/74 10/74 Tn sut 41% 74% 14%

Ngun thng tin khch hng tip cn ch yu l qua qung co trn cc phng tin truyn thng, gia nh bn b cng tc ng khng nh n quyt nh mua hng ca khch hng.

- nh gi cc phng n: da vo nhu cu NTD chn sn phm no? Bng .Kt hp gia cht lng v mc n nh ca cht lng sn phm
nh gi ca khch hng Rt ng ng Cht lng tt,mi hng d chu Bnh thng Khng ng Rt khng ng Tng Mc n nh ca cht lng sn phm Khng n nh Bnh thng n nh 0 5 11 0% 17.2% 34.4 0 15 20 0% 51.7% 62.5% 0 9 1 0% 31% 3.1% 0 0 0 0% 0% 0% 0 0 0 0% 0% 0%

Tng 16 26.2% 35 57.4% 10 16.4% 0 0% 0 0% 61 100%

Qua bng c tng hp ta thy: a s khch hng ng rng sn phm c cht lng tt v mi hng d chu (chim 57.4%), 35 khch hng (chim 62.5%) ng sn phm c cht lng tt,mi hng d chu v cht lng sn phm l bnh thng v n nh. Mc nh gi phn nh c s hi lng ca khch hng v yu t cht lng-yu t quan trng hng u quyt nh n s thnh cng ca sn phm. iu ny cho thy cng ty c nhng chnh sch ng n, bn vng trong vic pht trin nhn hiu Downy.

Bng .
nh gi ca khch hng Rt d D Bnh thng Kh Rt kh Tng Rt ng 7 70% 3 30% 0 0% 0 0% 0 0% 10 16.4% ng 5 16.1% 21 67.7% 3 9.7% 2 6.5% 0 0% 31 50.8% Sn phm phn phi rng khp Khng Rt khng Bnh thng ng ng 2 11.1% 12 66.7% 4 22.2% 0 0% 0 0% 18 29.5% 0 0% 0 0% 2 100% 0 0% 0 0% 2 3.3% 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% Tng

Mua sn phm

61 100%

THUN TIN MUA C SN PHM


Nhm p ng tt nht nhu cu mua hng ca khch hng, cng ty xy dng mt h thng phn phi sn phm tri rng t thnh th n nng thn. Gn 70% khch hng rt ng v ng rng sn phm Downy c h thng phn phi rng khp v d dng mua c sn phm. Lun c mt trn k hng khch hng c th mua c ngay khi cn to nn mt li th cho sn phm. Khch hng khng phi bn tm vic thiu hng ha hay phi i xa mua sn phm v sn phm c phn phi n c nhng ca hng quy m nh nht.

Ga (%)
90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% t Hp l R 11.50% 3.30% 85.20%

Ga (%)

GI C SN PHM
Qua cc cng trnh nghin cu ta thy: gi c nh hng rt ln n quyt nh mua hng ca ngi tiu dng, nht l ngi Vit Nam v mc sng dn c cn thp. V qua qu trnh iu tra, c hn 85% khch hng cm nhn mc gi ca sn phm Downy l hp l. Vic nh gi sn phm mt cch hp l,ph hp vi ti tin ngi tiu dng Vit Nam gip Downy chim lnh th phn khng nh trn th trng hng tiu dng thit yu

nh gi ca khch hng Rt ng ng Bnh thng Khng ng Rt khng ng Tng

Thng hiu uy tn,ni ting Tn s 7 27 26 1 0 61 THNG HIU Tn sut 11.3% 44.3% 42.6% 1.6% 0% 100%

Thng hiu chnh l yu t to nn nim tin khch hng khi s dng sn phm.Ngi tiu dng Vit Nam kh quen thuc vi cc sn phm cht lng: du gi Head&Should,Pantene,ca P&G.V khi tung sn phm nc x vi Downy ra th trng, thng hiu P&G to cho Downy mt hnh lang php l an ton v mt s m bo v cht lng sn phm .V c 44.3% khch hng c phng vn ng rng Downy l sn phm ca thng hiu uy tn,ni ting.

nh gi ca khch hng 24 ml 400 ml 1 lt 2 lt Tng

Thu nhp Di 1,5 triu 16 44.4% 11 30.6% 8 22.2% 1 2.8% 36 59% T 1,5-4 triu 7 30.4% 3 13% 7 30.4% 6 26.1% 23 37.7% Trn 4 triu 0 0% 0 0% 1 50% 1 50% 2 3.3% 61 100% Tng

Dung tch mt ln mua

Thu nhp nh hng n dung tch mt ln mua sn phm.V qua iu tra th - Quyt nh mua: v sao mua? Chng 3. nh hng v gii php -nh hng -Gii php PHN 3. KT LUN V KIN NGH 3.1. Kt lun: -Khi qut ha qa trnh pht trin ti -H thng ha kt qu trnh by trong bo co nghin cu 3.2 Hn ch ca ti

1.5 ngha nghin cu: - Qu trnh iu tra: gip sinh vin cng c v vn dng vn kin thc c hc t cc mn hc trng vo thc tin sn xut kinh doanh ca doanh nghip. - Qu trnh thu thp v x l s liu: l c hi sinh vin lm quen vi cc phn mm x l s liu SPSS. - Nhng kt lun tng hp t ti: s l ngun thng tin hu ch gip sinh vin hiu r hn v qu trnh hot ng kinh doanh ca doanh nghip v vn dng nhng kin thc c hc tm ra gii php khc phc nhng kh khn .

-Mc trung thnh vi sn phm:


+ i vi cc nhm khch hng:

Table 1 co y dinh chuyen sang dung san pham nuoc xa vai khac khong co nghe nghiep sinh vien 3 60.0% cong nhan vien chuc 1 20.0% noi tro 1 20.0% buon ban 0 .0% Total 5 100.0% khong 15 53.6% 8 28.6% 5 17.9% 0 .0% 28 100.0% co the 21 72.4% 3 10.3% 5 17.2% 0 .0% 29 100.0%

Table 1 co y dinh chuyen sang dung san pham nuoc xa vai khac khong co truoc kia co dung loai nuoc co xa vai nao khonng khong 4 80.0% 1 20.0% khong 15 55.6% 12 44.4% co the 27 93.1% 2 6.9%

Total

5 100.0%

27 100.0%

29 100.0%

co gioi thieu san pham downy cho ban be nguoi than cung su dung khong Valid co Frequency Percent Valid Percent Cumulative Percent 37 37.0 60.7 60.7 khong 24 24.0 39.3 100.0 Total 61 61.0 100.0 Missing System 39 39.0 Total 100 100.0

dung nuoc xa vai downy trong bao lau Cumulative Frequency Valid moi dung 1-6 thang tren 6 thang tren 1 nam Total Missing Total System 8 12 9 32 61 39 100 Percent 8.0 12.0 9.0 32.0 61.0 39.0 100.0 Valid Percent 13.1 19.7 14.8 52.5 100.0 Percent 13.1 32.8 47.5 100.0

-Khch hng tim nng:

loai nuoc xa vai se su dung Valid comfort Frequency Percent Valid Percent Cumulative Percent 4 4.0 57.1 57.1 downy 3 3.0 42.9 100.0 Total 7 7.0 100.0 Missing System 93 93.0 Total 100 100.0

Chng 3. Mt s gii php nng cao mc hi lng ca khch hng i ca sn phm Downy 3.1C s hnh thnh gii php: Nhn chung trn th trng hin nay cc nhn hiu nc x vi rt phong ph a dng.V ngy cng c nhiu dng sn phm nc x vi c cc nh sn xut nh m ho,solf, tung ra i vi cht lng,hng thm cng khng thua km g cc sn phm ca P&G hay UNILEVER m gi c lai rt cnh tranh.Do Downy c th gi vng v tng thi phn trn th trng th P&G cn thc hin nhiu hn na cc chnh sch nng cao mc hi lng ca khch hng.Mt yu t rt quan trng nhm chng ti c th a ra m s gii pho nng cao mc hi lng ca khch hng i vi sn phm downy l s cnh tranh khc lit ca cc dng sn phm comfort ( Unilever)v trong cuc chin nu P&G khng a ra nhng chnh sch ph hp gi chn khch hng ca mnh th s nhanh chng b ngi i th ln l Unilever ht chn ra khi thi trng nc x vi Vit Nam hin nay. 3.2Kin ngh khch hng: Sau nhng cuc kho st mt s ngi tiu dng s dng sn phm downy xem h mong mun g cho dng sn phm ny trong tng lai, nhm chng ti nhn thy rng mt s khch hng a ra mt s kin ngh rt th vi rng h mong mun: -Downy cn thm nhiu chng trnh khuyn mi hn na nh tng thm dung tch,tng sn phm i km. -a cc dng sn phm cao cp thm nhp th trng su hn na. -Ci tin thm mi hng ca cc dng sn phm. -Cn c dng sn phm c bit dnh cho tr nh. -Hng ti nhng dng sn phm c cht liu tho mc to mi hng th gin cho ngi s dng. - 3.2Gii php nng cao s hi lng ca khch hng i vi sn phm Downy: T nhng s liu nghn cu v nhng phn tch nh gi v sn phm nc x vi Downy nhm nghin cu chng ti xin a ra nhng gii php sau: HON THIN V NNG CAO YU T CHT LNG SN PHM

Hin nay Downy l 1 thng hiu mnh trong th trng nc x vi Vit Nam nhng i th cnh tranh ca n l Comfort vn t nhng bc tin vt tri hn v ginh v tr hng u ti th trng ni a.Mt trong nhng nguyn nhn khin cho sn phm nc x vi Downy vn ng sau Cofort l yu t cht lng sn phm.Mt s khch hng tiu dng Downy c nhng phn nn v cht lng ca mt s chai Downy .Theo 1 ngun thng tin trn Bo Mi.com th mt s khch hng khi mua sn phm Downy Hng ban mai v x nhng khng c mi thm m li c mi kh chu.Kin ngh ln cng ty,khch hng c bi thng thit hi v chi tr chi ph mua hng.Qua v vic trn m mt phn khng nh khch hng quay lng vi sn phm.Chnh v th m vic u tin l cng ty phi a ra nhng phng thc ci thin cht lng sn phm: - Cn nghin cu th nghim sn phm trc khi a ra th trng m bo cht lng sn phm ng nh nhng thng tin in trn sn phm - C nhng ci tin mi sn phm nh mi hng mi,tn nng mi phong ph hn. TNG CNG CC HOT NG MARKETING Trong cc yu t quyt nh s thnh cng ca sn phm th yu t cht lng l yu t hng u,nhng bn cnh vai tr ca Qung co,truyn thng cng khng km phn quan trng.Mt sn phm d cht lng c tt n u nhng khng c qung co th khch hng khng th bit n sn phm.i vi th trng nc x vi cng vy, nh bi cc i th cnh tranh khc th Downy cn phi a ra nhng chin lc Marketing c o,sng to.T nhng chin lc qung co, cc chnh sch sn phm,phn on th trng ti knh phn phi v chnh sch gi c hp l - Chin lc qung co: Theo nghin cu ca chng ti trn 100 khch hng th 55% khch hng bit n sn phm Downy qua qung co v th nn tng cng qung co trn cc phng tin thng tin i chng vo cc thi gian hp l mi ngi c th tip theo di,c bit l cc b ni tr. - Cnh tranh v gi:a ra nhng pht minh mi nhm gim chi ph sn xut gim gi. - Knh phn phi:Cn m rng knh phn phi a sn phm ti nhiu th trng hn

PHN 3. KT LUN V KIN NGH 3.1. Kt lun: -Khi qut ha qa trnh pht trin ti ti:nghin cu hnh vi tiu dng ca khch hng i vi sn phm Downyc tt c cc thnh vin trong nhm mnh tin hnh trong sut thi gian t 20/2/2012 n 10/4/2012 gm 3 giai on: 1:thit k bng hi. Da trn nhng kin thc hc v mn Phng php nghin cu trong kinh doanhnhm chng ti tin hnh thit k bng hi vi ni dung bm st theo kin thc hc.Ngoi ra nhm chng ti cng tham kho thm mt s bng hi ca cc anh ch kha trc nh kha 43,42 v 41 hiu hn v phn thit k bng ho.ng thidi s gip ca thy H S Minh ging vin ph trch mn hoc chng ti honn thnh bng hi theo ng yu cu v thi gian quy nh. 2:Tin hnh nghin cu kho st thu thp s liu v cc thng tin lin quan: Sau khi thit k xong bng hi,nhm chng ti tin hnh nghin cu trn nhng i tng ra bao gm sinh vin,cc b ni tr v nhm nh cc i tng khc nhm hu thp s liu cho bi bo co.Ngoi ra c th c mt bi bo co y chi tit hn tt c cc thnh vin trong nhm cng tm hiu cc ti liu lin quan n ni dung ti nh trn sch bo,tp ch v cc trang wed c lien quan ti ni dung nghin cu. 3:x l s liu v hon chnh bi bo co. Vi s gip thy H S Minh chng ti tin hnh x l s liu bng phn mm SPSS vi cc kt qu iu tra c.V tip tc hon thnh bi bo co co ca nhm. -H thng ha kt qu trnh by trong bo co nghin cu (sau khi hoan thnh roi noi tiep.) 3.2Hn ch qu trnh nghin cu:

Bng s n lc ca tt c cc thnh vin,nhm cng ti cng c gng hon thnh bi bo co.Tuy nhin do nhiu iu kin khch qua v ch quan bi bo co cng cn nhiu hanh ch: Mu: khch hng tiu dng Downy rt a dng nhng ch tp trung phng vn a s l sinh vin nn tnh i din ca mu cn thp. Kch thc mu: cn nh so vi yu cu thc t ca mt bi nghin cu. c mt kt qu khch quan hn i vi ti nghin cu hnh vi tiu dng ca khch hng i vi sn phm nc x vi downy th cn mt kch thc mu l kh ln.So vi yu cu t ra th s lng i tng nghin cu ca nhm cn hn ch. V i tng nghin cu:Nhm ch yu tin hnh trn i tng l sinh vin,s lng cc b ni tr cn t.tuy nhin i vi cc dong sn phm nc x vi th ngun thng tin v mc hi lng ca ngi tiu dung ca cc b ni tr li c nh gi cao hn. Kt qu nghin cu: cha phn nh ng thc trng tiu dng ca khch hng

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