B GIO DC V O TO

TRNG I HC KINH T TP. HCM

...

HUNH THIN QUY

NH V THNG HIU THUC L VINATABA TI TH

TRNG THNH PH H CH MINH

LUN VN THC S KINH T

TP. H Ch Minh - Nm 2010

B GIO DC V O TO
TRNG I HC KINH T TP. HCM
..

HUNH THIN QUY

NH V THNG HIU THUC L VINATABA TI TH

TRNG THNH PH H CH MINH

LUN VN THC S KINH T

Chuyn Ngnh:

Qun tr kinh doanh

M s:

60.34.05

NGI HNG DN KHOA HC:

PGS.TS. NGUYN NH TH

TP. H CH MINH - Nm 2010

LI CM N
hon thnh lun vn ny, ti xin gi li cm n chn thnh ti:
Qu Thy, C Trng i hc Kinh t Thnh ph H Ch Minh, l nhng
ngi trang b cho ti nhiu kin thc b ch trong sut thi gian ti hc tp
ti trng, c bit l Ph Gio s, Tin s Nguyn nh Th, ngi hng dn
khoa hc ca lun vn, tn tnh hng dn gip ti tip cn cc vn v
thc tin v phng php nghin cu khoa hc cng nh ni dung ca ti
ny.
Cc bn sinh vin Trng Cao ng Kinh t Cng ngh Thnh ph H Ch
Minh gip ti thc hin kho st, iu tra thu thp thng tin cho nghin cu
ny.
Cc C Qun l Th vin Trng i hc Kinh t Thnh ph H Ch
Minh, Trng i hc Bch khoa Thnh ph H Ch Minh hng dn v
gip ti trong vic tra cu ti liu.
Anh Trnh Hong Long Ph trch Phng Th trng - Tng Cng ty Thuc
l Vit Nam to iu kin v thi gian, chia s kinh nghim thc t v cung
cp s liu cho ti thc hin hin ti.
Cui cng, chn thnh cm n gia nh, bn b, ng nghip h tr,
ng vin ti trong sut qu trnh hc tp v thc hin ti.
Mc d ht sc c gng trao i, bn lun, tm ti, phn tch, tham kho
ti liu hon chnh lun vn song cng khng th trnh khi nhng sai st. V
th, tc gi rt mong nhn c s ng gp ca Qu Thy c ti nghin
cu c hon thin hn.
Xin chn thnh cm n.
Tc gi: Hunh Thin Quy

II

LI CAM OAN
Ti xin cam oan lun vn thc s nh v thng hiu thuc l Vinataba ti th
trng Thnh ph H Ch Minh l kt qu ca qu trnh hc tp, nghin cu
khoa hc c lp v nghim tc. Cc s liu trong lun vn c thu thp t
thc t v c ngun gc r rng, ng tin cy, c x l trung thc khch quan
v cha tng c ai cng b trong bt c cng trnh no.
Tc gi: Hunh Thin Quy

III

DANH MC CC BNG BIU

Trang
Bng 3.1 K hoch nghin cu ......................................................................... 22
Bng 3.2 Thang o nhn bit thng hiu ........................................................ 27
Bng 3.3 Thang o cht lng cm nhn.......................................................... 28
Bng 3.4 Thang o hnh nh thng hiu......................................................... 28
Bng 3.5 Thang o gi c cm nhn ................................................................. 29
Bng 3.6 Thang o bao ph ca thng hiu .............................................. 30
Bng 3.7 Thang o xu hng tiu dng thng hiu ....................................... 30
Bng 4.1 Cronbach alpha ca cc thnh phn thang o ................................... 36
Bng 4.2 Kt qu phn tch EFA ln 2 ............................................................. 40
Bng 4.3 Kt qu EFA ..................................................................................... 41
Bng 4.4 Ma trn tng quan gia cc bin ..................................................... 42
Bng 4.5 Thng k phn tch cc h s hi qui ................................................ 43
Bng 4.6 Cc thng s thng k ca tng bin trong phng trnh ................. 44
Bng 4.7 Gi tr trung bnh cc nhn t ca thng hiu kho st................... 47

IV

DANH MC HNH
Trang
Hnh 2.1. Sn phm v thng hiu.................................................................. 9
Hnh 2.2. M hnh cc yu t nh hng n xu hng tiu dng thng hiu
thuc l .............................................................................................................. 18
Hnh 2.3 Qui trnh nh v. ................................................................................ 19
Hnh 3.1 Qui trnh nghin cu .......................................................................... 24
Hnh 4.1 M hnh xu hng tiu dng thuc l cao cp................................... 45
Hnh 4.2 Biu nhn thc .............................................................................. 48
Hnh 4.3 V tr mong mun ca Vinataba ......................................................... 50

MC LC
Trang
Li cm n............................................................................................. I
Li cam oan..................................................................................................... II
Danh mc cc bng biu ................................................................................... III
Danh mc cc hnh v th............................................................................. IV
Mc lc.............................................................................................................. V
Chng 1: TNG QUAN ............................................................................... 1
1.1 L do chn ti......................................................................................... 1
1.2 Mc tiu ca ti ...................................................................................... 3
1.3 Phm vi v phng php nghin cu............................................................4
1.4 ngha thc tin ca ti......................................................................... 4
1.5 Tng quan v th trng thuc l .......................................................... ..... 5
1.6 Kt cu ca lun vn ................................................................................... 7
CHNG 2: C S L THUYT V M HNH NGHIN CU...........8
2.1 Gii thiu......................................................................................................8
2.2 L thuyt v Thng hiu ........................................................................ 8
2.2.1 Thng hiu v sn phm ........................................................................ 8
2.2.2. Thnh phn ca thng hiu ............................................................... ....10
2.2.3 Chc nng thng hiu ............................................................................ 11
2.2.4 Gi tr thng hiu ................................................................................... 12
2.3 M hnh nghin cu .................................................................................... 13
2.3.1 Cc m hnh nghin cu trc y .......................................................... 13
2.3.2 xut m hnh nghin cu .................................................................... 15
2.3.2.1 Nhn bit thng hiu........................................................................... 16
2.3.2.2 Cht lng cm nhn ............................................................................ 16

VI

2.3.2.3 Hnh nh thng hiu............................................................................ 16

2.3.2.4 Gi c cm nhn .................................................................................... 17
2.3.2.5 bao ph ca thng hiu ................................................................. 17
2.3.2.6 Xu hng tiu dng thng hiu .......................................................... 17
2.3.3 nh v thng hiu ................................................................................. 18
2.4 Tm tt ........................................................................................................ 21
CHNG 3: THIT K NGHIN CU ................................................... 22
3.1 Gii thiu..................................................................................................... 22
3.2 Thit k nghin cu..................................................................................... 22
3.3 Ngun thng tin cn thit ............................................................................ 23
3.4 Ngun cung cp thng tin ........................................................................... 23
3.5 Qui trnh nghin cu ................................................................................... 23
3.6 Nghin cu nh tnh................................................................................... 24
3.7 Nghin cu nh lng................................................................................ 26
3.7.1 Thang o................................................................................................... 26
3.7.1.1 Thang o nhn bit thng hiu ........................................................... 26
3.7.1.2. Thang o cht lng cm nhn ............................................................ 27
3.7.1.3 Thang o hnh nh thng hiu ............................................................ 28
3.7.1.4 Thang o gi c cm nhn..................................................................... 29
3.7.1.5 Thang o bao ph ca thng hiu.................................................. 29
3.7.1.6 Thang o xu hng tiu dng thng hiu........................................... 30
3.7.2 Mu........................................................................................................... 30
3.8 Tm tt ........................................................................................................ 31
CHNG 4: KT QU NGHIN CU...................................................... 33
4.1 Gii thiu..................................................................................................... 33
4.2 c im ca mu nghin cu .................................................................... 33
4.3 Kim nh h s tin cy Cronbach Alpha ................................................... 34

VII

4.4 Kt qu phn tch nhn t khm ph EFA ................................................. 37

4.5 Phn tch hi qui tuyn tnh bi .................................................................. 41
4.5.1 Xem xt ma trn h s tng quan ......................................................... 41
4.5.2 Phn tch hi qui tuyn tnh bi .............................................................. 42
4.6 Biu nhn thc ...................................................................................... 46
4.6.1 V tr thng hiu i vi yu t nhn bit thng hiu ......................... 48
4.6.2 V tr thng hiu i vi yu t bao ph thng hiu ...................... 48
4.6.3 V tr thng hiu i vi yu t cht lng cm nhn ........................... 49
4.6.4 V tr thng hiu i vi cc yu hnh nh thng hiu ........................ 49
4.7 V tr hin ti ca thng hiu Vinataba v xut v tr mi theo xu hng
nhu cu th trng ............................................................................................. 49
4.7.1 V tr hin ti ca Vinataba ...................................................................... 49
4.7.2 S ph hp ca v tr mong mun v xu hng nhu cu th trng........ 49
4.8 Chng trnh nh v ................................................................................... 50
4.8.1 Yu t hnh nh thng hiu.................................................................... 51
4.8.2 Yu t bao ph thng hiu................................................................ 51
4.8.3 Yu t nhn bit thng hiu ................................................................... 52
4.8.4 Yu t cht lng cm nhn .................................................................... 52
4.9. Tm tt ....................................................................................................... 52
CHNG 5: KT LUN .............................................................................. 54
5.1 Gii thiu .................................................................................................... 54
5.2 Kt qu nghin cu v kin ngh................................................................. 55
5.2.1 Thang o cc yu t ................................................................................. 55
5.2.2 Kt qu m hnh hi qui........................................................................... 55
5.2.3 Kt qu biu nhn thc. ...................................................................... 56
5.2.4 Kin ngh .................................................................................................. 56
5.3 Cc hn ch v hng nghin cu tip theo ............................................... 57

VIII

TI LIU THAM KHO .............................................................................. 59

PH LC ......................................................................................................... 63
Ph lc 1: Tho lun nhm ............................................................................... 63
Ph lc 2: Bng cu hi nghin cu nh lng ............................................... 67
Ph lc 3: Phn tch tin cy Cronbach alpha ............................................... 70
Ph lc 4: Phn tch nhn t khm ph EFA .................................................... 80
Ph lc 5: Phn tch hi qui tuyn tnh bi ....................................................... 91
Ph lc 6: Biu nhn thc MDS .................................................................. 94
Ph lc 7: c im mu nghin cu ............................................................... 102

CHNG 1
TNG QUAN
1.1 L do chn ti
Theo bo co ca Tng cng ty Thuc l Vit Nam, tng sn lng
ton ngnh thuc l nm 2007 t 4,506 triu bao, np ngn sch trn 7,500 t
ng, xut khu trn 90 triu USD. Sn phm ph thng vn chim t trng
ln trn 50%, sn phm cao cp chim 30%. Do thu nhp ca ngi dn tng
ln v thc bo v sc kho cng tng nn ngi tiu dng tng bc
chuyn sang s dng thuc l cao cp v lm cho cc dng sn phm ph
thng c tc tng trng chm li.
Cc thng hiu quc t ngy cng ln mnh ti Vit Nam v lm nh
hng nhiu n kt qu kinh doanh ca cc doanh nghip thuc l trong
nc. Hin nay, gn 70% th phn dng sn phm thuc l cao cp thuc cc
tp on thuc l nc ngoi. Cc thng hiu nh Craven A, 555,
Marlboro, White Horse, Mild Seven u c th phn ln ti Vit Nam v ngy
cng c ngi tiu dng yu thch. Mc d thng qua con ng khng
chnh thc (thuc l nhp lu) nhng cc thng hiu Hero, Jet c th phn
kh cao chim hn 20% trong dng sn phm trung cao cp. i vi mt s
nhn hiu mi xut hin nh Pall Mall, Winston d c v tr khim tn ti
Vit Nam nhng y l nhng thng hiu ni ting nc ngoi v c kh
nng pht trin mnh ti Vit Nam trong thi gian ti.
Hin nay, i vi dng sn phm thuc l cao cp th ch c thng
hiu Vinataba (Vinataba l thng hiu thuc l thuc quyn s hu ca Tng
Cng ty Thuc l Vit Nam) chim 32% th phn l c th cnh tranh c
vi cc thng hiu quc t khc ti th trng Vit Nam. Tuy nhin, vic
cnh tranh trn sn nh s tr nn gay gt hn bi vic WTO i hi cc nc
phi m ca th trng nh l mt trong nhng iu kin cc nc gia

nhp T chc Thng mi Th gii (WTO). Cc cng ty thuc l quc gia

vi nng lc hn ch vn b yu th trong vic cnh tranh trn th trng, c
bit l trong phn khc thuc l cao cp. Nhng nc m ca th trng
nh Nht, Hn Quc, Thi Lan, Trung Quc v cc nc ng u u tri
qua nhng giai on pht trin khc nhau. Nhng nc c sc mnh ni lc
thc s nh Nht, Hn Quc v u gi vng c th trng ca mnh. Thi
Lan sau vi nm m ca cho thuc l ngoi, Tng Cng Ty c quyn Thuc
l Thi Lan mt gn 50% th phn. Cc nc ng u th hu nh b ng cho
cc cng ty thuc l a quc gia khi cc cng ty ny mua li hu ht cc cng
ty thuc l trc y thuc nh nc qun l (www.vinataba.com.vn)
Mc d ng u v th phn ti Vit Nam i vi dng sn phm cao
cp (khong 32%), nhng ti Thnh ph H Ch Minh Vinataba ch chim
4.3%. iu ny cho thy mc cnh tranh kh khc lit ti th trng ny.
Bn cnh , vi tc tng trng kinh t cao, thu nhp ngi dn ngy
cng tng nn xu hng s dng thuc l cao cp v th cng tng theo. y
l mt c hi v cng l thch thc i vi cc nh qun l thng hiu
Vinataba hin ti cng nh trong tng lai.
Trong xu th ton cu ha, xy dng v pht trin thng hiu l rt
cn thit v mang tnh cht sng cn i vi nhiu doanh nghip ni chung v
Vinataba ni ring. Cc doanh nghip hin nay c th d dng tip cn vi
khoa hc v cng ngh to ra nhng sn phm gn ging nh nhng sn
phm ca i th cnh tranh. Mt sn phm c gi l c li th cnh tranh
khi n c c mt trong hai yu t l, gi c v s khc bit. Tuy nhin,
c th cnh tranh v gi c th doanh nghip c th da trn cc li th v
quy m, cng ngh nhng v lu di th cc li th ny s gim i v cc
doanh nghip khc cng c th thc hin c iu ny. Do , to c
li th cnh tranh v c th ng vng trn th trng, doanh nghip ch c

th to ra nhng sn phm c s khc bit so vi i th cnh tranh. S khc

bit ca mt thng hiu c th l h thng phn phi, hnh nh thng hiu,
cht lng cm nhn v thng hiu , vv. Bn cnh , ngi tiu dng
nhn thc rt r rng v thng hiu, ci m h mua l thng hiu ch
khng phi l sn phm.
Trc s cnh tranh ngy cng khc lit ca cc thng hiu quc t,
th phn ca Vinataba ti Thnh ph H Ch Minh cn thp, th trng c
nhiu tim nng khai thc v pht trin i hi cc nh qun l thng
hiu Vinataba phi c mt chin lc nhm lm tng gi tr thng hiu ca
ngi tiu dng i vi thng hiu Vinataba khng ch Thnh ph H Ch
Minh m cn c Vit Nam. nh v thng hiu l mt bc quan trng
trong vic xy dng thng hiu. nh v bit c thng hiu ang
u trong tm tr khch hng v nh v ngi qun l c c s xy dng
cc chin lc thng hiu. l l do tc gi chn ti: nh v thng
hiu thuc l Vinataba ti th trng Thnh ph H Ch Minh.
1.2 Mc tiu ca ti
Mc tiu t ra ca ti l gii quyt cc vn lin quan n vic
nh v thng hiu Vinataba. C th cc mc tiu chnh trong ti nghin
cu ny l:
1. Khm ph mt s yu t chnh nh hng n xu hng tiu dng
ca khch hng i vi thng hiu thuc l cao cp.
2. Xc nh v tr hin ti ca thng hiu Vinataba trn th trng
thuc l theo nh gi ca ngi tiu dng.
3. nh v thng hiu Vinataba ti th trng Thnh ph H Ch
Minh.

1.3 Phm vi v phng php nghin cu

- i tng kho st l ngi tiu dng ang s dng cc thng hiu
thuc l ti Thnh ph H Ch Minh.
- Nghin cu c tin hnh thng qua hai bc l nghin cu nh
tnh v nghin cu nh lng. Nghin cu nh tnh c thc hin thng
qua k thut tho lun nhm. Thng tin thu thp t nghin cu nh tnh
nhm khm ph, iu chnh v b sung cc thang o thnh phn c nh hng
n xu hng tiu dng thuc l. Nghin cu nh lng c thc hin bng
k thut thu thp thng tin trc tip ngi tiu dng thng qua bng cu hi
v c thc hin ti Thnh ph H Ch Minh.
- ti s dng nhiu cng c phn tch d liu: Cc thng k m t,
phn tch tin cy (Cronbachs Alpha), phn tch nhn t khm ph
(Exploratory Factor Analysis), phn tch hi qui a bin, s dng cng c
MDS (Multidimensional Scaling) xc lp biu nh v. Thng qua phn
mm SPSS 16.0 x l v phn tch d liu.
1.4 ngha thc tin ca ti
- Thng qua nghin cu ny, ti gip cho cc nh qun l thng
hiu bit c mt s nhn t chnh nh hng n xu hng tiu dng thuc
l cao cp ca khch hng, qua ra chin lc marketing ph hp p
ng nhng nhu cu ca th trng .
- ti ny cung cp cho nhng nh qun l thng hiu ca Vinataba
bit c thng hiu ca mnh ang u trong tm tr khch hng v nm
v tr no trong biu nh v thng hiu, t c s cc nh qun l
thng hiu ca Vinataba c th xy dng chin lc marketing nhm pht
trin hn na v th ca thng hiu Vinataba trn th trng.

- ti ny cng c th lm ti liu tham kho cho cc cng ty sn xut

v kinh doanh thuc l cao cp, sinh vin, ging vin chuyn ngnh marketing
hay cc cng ty chuyn cung cp cc gii php, t vn v marketing.
1.5 Tng quan v th trng thuc l
Sn xut v kinh doanh sn phm thuc l l lnh vc u t c iu
kin nn ro cn gia nhp ngnh l rt ln. Nm 1999, c nc c 29 doanh
nghip sn xut thuc l. n nm 2008 ch cn 17 doanh nghip thuc 6 u
mi sau: Tng Cng ty Thuc l Vit Nam (gm: Cng ty Thuc l Si Gn,
Thng Long, Bc Sn, Thanh Ho, Hi Phng, Nng, Long An, Bn Tre,
Cu Long, ng Thp, An Giang, Vinasa), Tng Cng ty Khnh Vit (Khnh
Ho), Tng Cng ty Cng nghip Thc phm ng Nai, Tng Cng ty Cng
nghip Si Gn, Cng ty 27/7, Cng ty Dch v Cng nghip v Thuc l
Bnh Dng. (Ngun: Hip hi Thuc l Vit Nam)
C 4 cng ty lin doanh vi nc ngoi: Cng ty Lin doanh Thuc l
Vina-Imperial- Nng, Cng ty Lin doanh Thuc l Vinasa, Cng ty Lin
doanh Vina-Toyo, Cng ty Lin doanh BAT-Vinataba. Ngoi hnh thc lin
doanh cn c cc hnh thc khc nh hp tc sn xut sn phm thuc l nhn
quc t v sn xut nhn quc t di dng nhng quyn, c th: Cng ty
Thuc l Si Gn hp tc vi British American Tobacco sn xut thuc l
555, hp tc vi Philip Morris sn xut thuc l Marlboro. Cng ty Thuc l
Bn Thnh sn xut nhn Craven A, Cng ty Khnh Vit sn xut nhn
White Horse. (Ngun: Hip hi Thuc l Vit Nam)
Nm 2007, tng sn lng thuc l tiu th ti Vit Nam khong 4.506
triu bao. Sn xut trong nc chin 86%, thuc l nhp lu chim 14% (ch
yu l sn phm Hero v Jet). V phn khc th trng th thuc l cao cp
chim 30%, trung cp chim 15%, v ph thng chim 55%. Trong nm nm
qua, tc tng trng ca ton ngnh vo khong 1,7% mi nm. Trong

sn phm trung cao cp ang c xu hng tng trng cao (9,5%/ nm), sn
phm ph thng c xu hng gim dn (2.5%/nm). (Ngun: Tng Cng ty
Thuc l Vit Nam)
Theo bo co ca Tng cng ty thuc l Vit Nam 2007, th phn ca
cc nhn hiu ch o trn th trng ln lt nh sau: Vinataba (9.5%),
Craven A (6.8%), White Horse (6.3%), Jet (5%), 555 (0.86%), Marlboro
(0.56%).
Cng theo bo co ny, tng nhu cu tiu dng thuc l ti Thnh Ph
H Ch Minh vo khong 400 triu bao mi nm. Trong dng sn phm
cao cp chim n 70% (khong 280 triu bao), cn li l sn phm trung cp
v ph thng. i vi dng sn phm cao cp, th trng Thnh ph H Ch
Minh c s cnh tranh kh khc lit ca nhiu thng hiu ni ting nh:
Marlboro, Craven A, Vinataba, 555, White Horse, Jet, Pall Mall, West,
Winston, Mind Seven, Dunhill, v.v. V y l mt th trng kh hp dn v
l th trng mc tiu ca cc thng hiu cao cp. Ti th trng Thnh ph
H Ch Minh, th phn ca thng hiu Craven A l cao nht (46%), tip
theo l Jet (24%), 555 (10%), White Horse (6%), Marlboro (5%), Vinataba
(4.3%), v cc thng hiu cao cp khc (4.7%).
Vi doanh thu hn 3,500 t ng/nm, s lng ngi tiu dng (nam
gii) trong tui t 20-59 vo khong 1,7 triu ngi (Ngun: Tng cc
Thng k), thu nhp ca ngi dn ngy cng tng, ngi tiu dng c xu
hng chuyn dch t sn phm thuc l ph thng sang s dng thuc l cao
cp. Do Thnh ph H Ch Minh c xem l th trng ln v hp dn
nht ti Vit Nam.

1.6 Kt cu ca lun vn
Kt cu ca lun vn c chia thnh 5 chng:
Chng 1. Gii thiu tng quan v ti nghin cu,
Chng 2. Trnh by c s l thuyt v m hnh nghin cu,
Chng 3. Thit k nghin cu,
Chng 4. Kt qu nghin cu
Chng 5. Kt lun.

CHNG 2
C S L THUYT V M HNH NGHIN CU
2.1 Gii thiu
Tip theo phn gii thiu tng quan trong chng 1, ni dung chng 2
s cp n cc l thuyt v thng hiu, qui trnh nh v thng hiu v
m hnh nghin cu c p dng trong ti ny.
2.2 L thuyt v Thng hiu
2.2.1 Thng hiu v sn phm
Cng vi s tn ti v pht trin ca ngnh Marketing th khi nim v
thng hiu cng thay i cho ph hp vi s pht trin . V vy, c nhiu
quan im v thng hiu. Chng ta c th chia thnh hai quan im chnh.
Quan im truyn thng v quan im tng hp.
Quan im truyn thng m in hnh l Hip hi Marketing Hoa K
(AMA): Thng hiu l mt ci tn, biu tng, kiu dng hay phi hp ca
cc yu t trn nhm mc ch nhn dng sn phm hay dch v ca mt
nh sn xut v phn bit vi cc thng hiu ca i th cnh tranh. Vi
quan im ny, thng hiu c xem l mt thnh phn ca sn phm v
chc nng ch yu ca thng hiu l dng phn bit sn phm ca doanh
nghip mnh vi sn phm cnh tranh cng loi. Quan im truyn thng v
thng hiu tn ti trong thi gian kh di vi s ra i v pht trin ca
ngnh Marketing. Nhng n cui th k 20, quan im v thng hiu c
nhiu thay i. Nhiu nh nghin cu cho rng quan im ny khng th gii
thch c vai tr ca thng hiu trong nn kinh t th gii chuyn sang nn
kinh t ton cu v cnh tranh gay gt.
Quan im tng hp v thng hiu li cho rng, thng hiu khng
ch l mt ci tn hay mt biu tng m n phc tp hn nhiu (Davis 2002).

Ambler & Styles (1996), nh ngha: Thng hiu l mt tp cc thuc tnh

cung cp cho khch hng mc tiu cc gi tr m h i hi. Thng hiu
theo quan im ny cho rng, sn phm ch l mt thnh phn ca thng
hiu, ch yu cung cp li ch chc nng cho khch hng. Nh vy cc thnh
phn ca Marketing hn hp (sn phm, gi c, phn phi v chiu th) cng
ch l mt thnh phn ca thng hiu. Thng hiu bao gi cng l mt s
kt hp gia cc thuc tnh hu hnh v v hnh (Levitt 1981). Hai quan im
v sn phm v thng hiu c minh ha Hnh 2.1.

Sn phm

Thng hiu

thng
hiu

Sn
phm

Thng hiu l thnh phn ca

Sn phm l thnh phn ca mt

sn phm

thng hiu

Hnh 2.1. Sn phm v thng hiu

Ngun: Nguyn nh Th & Nguyn Th Mai Trang (2002), Nghin
cu cc thnh phn ca gi tr trng hiu v o lng chng trong th
trng hng tiu dng ti Vit Nam, B2002-22-33: TPHCM: Trng H
Kinh t TPHCM.
Quan im sn phm l mt thnh phn ca thng hiu ngy cng
c nhiu nh nghin cu v thc tin chp nhn (Aaker 1996). L do l
ngi tiu dng c hai nhu cu v chc nng (functional needs) v nhu cu v
tm l (psychological needs). Sn phm ch cung cp cho ngi tiu dng li
ch chc nng v thng hiu mi cung cp cho con ngi c hai chc nng

10

(Hankinson & Cowking 1996). Hn na, Theo Kurde (2002), Chng ta

sng trong mt thi i tha ma. Cho mi thm nhng mt hng na n nh
nhau khng cn c th gip cho doanh nghip tn ti. Khng th tip tc khoe
nhng sn phm ca bn bng cch cht chng ln thnh dy cao hn ng
hng ca i th cnh tranh. Trong mt th trng ng c, khng cn c th
tip tc cnh tranh n thun bng cch dnh ch by hng hay h ho ln
ting hn ngi khc. Bn phi khc bit ho cc mt hng ca bn. V ch
cn mt ch duy nht m bn cn c th khu gi s ch ca ngi khc
h nghe bn, ngh n bn, nh bn v mun giao dch vi bn. Ch y l tm
tr ca con ngi. y l ni chn m bn cn n lc chim lnh mt v
th. Khng c c ch ng trong tm tr ca con ngi c ngha l doanh
nghip ca bn khng c ch ng trong th trng. V iu y cn c ngha
l bn cn dch chuyn t th gii ca sn phm sang th gii ca thng
hiu. Chnh v vy, khi nim thng hiu dn dn thay th cho khi nim
sn phm trong nghin cu hn lm cng nh trong hoch nh cc chng
trnh marketing ca doanh nghip.
2.2.2. Thnh phn ca thng hiu
Theo Aaker (1996), Thng hiu c th bao gm cc thnh phn sau:
(1) Thnh phn chc nng: thnh phn chc nng ca thng hiu c mc
ch cung cp li ch chc nng ca thng hiu cho khch hng mc tiu v
n chnh l sn phm. N bao gm cc thuc tnh mang tnh chc nng
(functional attributes) nh cng dng sn phm, cc c trng b sung
(features), cht lng. (2) Thnh phn cm xc: Thnh phn cm xc ca
thng hiu bao gm cc yu t gi tr mang tnh biu tng (symbolic
values) nhm to cho khch hng mc tiu nhng li ch tm l. Cc yu t
ny c th l nhn cch cch thng hiu (brand personality), biu tng
(symbols), lun c gi tr hay cn gi l lun c bn hng c o, gi tt l

11

USP (unique selling proposition), v tr thng hiu, ng hnh vi cng ty

(organizational associations), nh quc gia xut x (country of origin), cng
ty ni a hay quc t, vv.
Yu t quan trng nht ca thng hiu to nn li ch tm l cho
khch hng mc tiu l nhn cch thng hiu. Aaker (1997), nh ngha
nhn cch thng hiu l mt tp thuc tnh ca con ngi gn lin vi mt
thng hiu. Nh vy, nhn cch thng hiu s c nhng c tnh ca con
ngi nh gii tnh, tui tc, tng lp x hi, cng nh cc cm xc ca h
nh nhit tnh, u lo, a cm, vv.
Aaker (1997), da vo thnh phn nhn cch con ngi, a ra 5 thnh
phn ca nhn cch thng hiu thng c gi l The big five (nm c
tnh chnh), l: chn tht, hng khi, nng lc, tinh t, phong trn/ mnh
m.
2.2.3 Chc nng thng hiu
Cc chc nng c bn ca thng hiu bao gm:
Chc nng nhn bit v phn bit: y l chc nng c trng v
quan trng ca thng hiu. Kh nng nhn bit c ca thng hiu l yu
t quan trng khng ch cho ngi tiu dng m cn cho c doanh nghip.
Chc nng thng tin, ch dn: th hin qua nhng hnh nh, ngn ng
hoc cc du hiu khc cng nh khu hiu ca thng hiu, ngi tiu dng
c th nhn bit c phn no v gi tr ca hng ha, nhng cng dng ch
thc m hng ha mang li cho ngi tiu dng trong hin ti v tng lai.
Ch dn d r rng v phong ph n u nhng khng tha mn v kh nng
phn bit v nhn bit th cng c coi l mt thng hiu khng thnh
cng, bi v n d to ra s nhm ln cho ngi tiu dng.

12

Chc nng to cm nhn v tin cy: l s cm nhn v s khc

bit, sang trng, cm nhn yn tm, thoi mi v tin tng khi tiu dng hng
ha v dch v . Ni n chc nng cm nhn l ngi ta ni n mt n
tng no v hng ha v dch v trong tm tr ngi tiu dng. S cm
nhn ca khch hng khng phi t nhin m c, n c hnh thnh do tng
hp cc yu t ca thng hiu v s tri nghim ca ngi tiu dng. S tin
cy v sn sng la chn hng ha mang mt thng hiu no mang
n cho doanh nghip mt tp khch hng trung thnh.
Chc nng kinh t: thng hiu mang trong n mt gi tr hin ti v
tim nng. Gi tr th hin r nht khi sang nhng thng hiu. Thng hiu
c coi l mt ti sn v hnh v rt c gi tr. Mc d gi tr ca thng
hiu rt kh nh ot nhng nh nhng li th m thng hiu ni ting
mang li, hng ha s bn c nhiu hn, thm ch vi gi cao hn, d thm
nhp th trng hn.
2.2.4 Gi tr thng hiu
C nhiu quan im v cch nh gi v gi tr ca thng hiu. Lassar
& ctg (1995) chia ra thnh hai nhm chnh- gi tr thng hiu nh gi theo
quan im u t hay ti chnh v gi tr thng hiu nh gi theo quan im
khch hng. Keller (1993, 1998) cho rng gi tr thng hiu chnh l kin
thc ca khch hng v thng hiu . Kin thc khch hng gm hai thnh
phn chnh l nhn bit thng hiu v n tng v thng hiu. Aaker
(1996) ngh 4 thnh phn ca gi tr thng hiu: (1) Lng trung thnh
thng hiu, (2) nhn bit thng hiu, (3) cht lng cm nhn, (4) cc
thuc tnh ng hnh thng hiu nh mt nhn vt gn lin vi thng hiu,
bng sng ch, mi quan h vi knh phn phi. Nguyn nh Th & Nguyn
Th Mai Trang (2002), a ra ba thnh phn v gi tr thng hiu, l (1)

13

nhn bit thng hiu, (2) cht lng cm nhn, (3) lng am m thng
hiu, bao gm thch th, xu hng tiu dng v trung thnh thng hiu.
Theo quan im v marketing, ti sn thng hiu l kt qu nh gi
ca ngi tiu dng v gi tr thng hiu , quan im th hai trn c s
nh gi ca ngi tiu dng.
Ti sn thng hiu l mt tp hp ti sn lin quan n thng hiu
m n lm gia tng gi tr cung cp bi mt sn phm hoc dch v i vi t
chc hoc khch hng ca t chc (Aaker 1996). Thnh phn chnh ti sn
thng hiu bao gm: (1) nhn bit thng hiu, (2) lng trung thnh thng
hiu (3) cht lng cm nhn, (4) s lin tng thng hiu, v (5) nhng gi
tr ti sn thng hiu khc (quan h theo knh phn phi, pht minh gn lin
vi thng hiu).
2.3 M hnh nghin cu
2.3.1 Cc m hnh nghin cu trc y
Trong ti Nghin cu cc thnh phn ca gi tr thng hiu v o
lng chng trong th trng hng tiu dng Vit Nam, tc gi Nguyn nh
Th & Nguyn Th Mai Trang (2002) a ra m hnh cc thnh phn ca
gi tr thng hiu trong th trng hng tiu dng Vit Nam nh sau:
Nhn bit thng hiu: trong m hnh ny cho thy mc nhn bit
ca ngi tiu dng v mt thng hiu no tng hay gim th cht lng
cm nhn v lng am m ca h i vi thng hiu cng tng hay gim
theo (Nguyn nh Th & Nguyn Th Mai Trang 2002).
Cht lng cm nhn: cht lng cm nhn ca ngi tiu dng i vi
mt thng hiu no tng hay gim th lng am m thng hiu ca h
cng tng hay gim theo (Nguyn nh Th & Nguyn Th Mai Trang 2002).

14

Lng am m thng hiu ca ngi tiu dng s tng khi h cm nhn

c cht lng ca thng hiu . Hn na, nhn bit v thng hiu cng
gp phn vo vic lm gia tng cht lng cm nhn ca ngi tiu dng.
Ngi tiu dng ch cm nhn c cht lng ca mt thng hiu khi h
c th nhn bit c nhng c im ca thng hiu v c th so snh
n vi thng hiu cnh tranh. Ngha l, mc nhn bit v thng hiu
cng cao cng lm tng cht lng h cm nhn v thng hiu (Nguyn
nh Th & Nguyn Th Mai Trang 2002).
Thi ca ngi tiu dng i vi cc chng trnh qung co v
khuyn mi ca mt thng hiu no tng hay gim th mc nhn bit
v mc cm nhn v cht lng cng tng hay gim theo. Tuy nhin, khi
ngi tiu dng c thi tch cc vi chng trnh qung co v khuyn
mi khng c ngha l ngi ta am m thng hiu (Nguyn nh Th &
Nguyn Th Mai Trang 2002).
Lng trung thnh thng hiu ca ngi tiu dng s tng khi h cm
nhn c cht lng v am m thng hiu (Nguyn nh Th &
Nguyn Th Mai Trang 2002).
Bn cnh , trong mt nghin cu khc tc gi Chang & Wildt (1994),
a ra m hnh cc yu t nh hng n xu hng tiu dng
Gi c cm nhn: trong m hnh ny ngoi yu t cht lng cm nhn
c nh hng n xu hng tiu dng nh phn tch trong m hnh Th &
Trang, 2002, mt yu t khc xut hin l gi c cm nhn.
Cc nghin cu trc y cho thy gi c cm nhn c hnh thnh
trn c s ca gi c tht s ca chnh sn phm v gi c tham chiu ca
ngi tiu dng (Winer 1986, Erickson and Jonhansson 1985). Chang &
Wildt (1994) cho rng Gi c tham chiu l mc gi chung m ngi tiu
dng cm nhn i vi mt chng loi sn phm no . Gi c cm nhn

15

chu nh hng ng bin (Negative) bi gi c tham chiu (positive) ca

chnh sn phm.
Cht lng cm nhn: Cht lng cm nhn ngoi nh hng ca
thng tin qui kt v tnh cht vn c ca thng hiu, n cn chu nh hng
ca gi c cm nhn. Cht lng cm nhn chu nh hng ng bin vi
thng tin qui kt v thng hiu v gi c cm nhn (Chang & Wildt 1994).
Gi tr cm nhn: l yu t trung gian trong mi quan h gia thng tin
cm nhn v gi c, cht lng v xu hng tiu dng. Gi tr cm nhn chu
nh hng ng bin bi cht lng cm nhn v gi c cm nhn (Chang &
Wildt 1994).
Xu hng tiu dng: Xu hng tiu dng chu nh hng ng bin
bi gi tr cm nhn. Ngha l nu mt thng hiu b cho l c gi tr thp
(bi cht lng thp hoc gi cao) th xu hng tiu dng ca ngi tiu dng
i vi thng hiu s thp, v ngc li.
2.3.2 xut m hnh nghin cu
Trn c s hai m hnh nghin cu trn v cc thnh phn ca tip th
hn hp (sn phm, gi c, phn phi v chiu th), phn tip theo a ra m
hnh cc yu t nh hng n xu hng tiu dng thuc l ca khch hng
ti th trng Thnh ph H Ch Minh. M hnh ny cho rng xu hng tiu
dng thng hiu thuc l chu nh hng bi cc yu t; l, (1) nhn bit
thng hiu, (2) cht lng cm nhn, (3) hnh nh thng hiu, (4) gi c
cm nhn, v (5) bao ph ca thng hiu (xem hnh 2.2). Trong m hnh
ny s khng xem xt n thnh phn chiu th (bao gm qung co v
khuyn mi, PR,) bi thuc l l sn phm khng c qung co, khuyn
mi di mi hnh thc.

16

2.3.2.1 Nhn bit thng hiu

Mc nhn bit thng hiu ni ln kh nng ca ngi tiu dng
trong vic nhn dng v phn bit nhng c im ca mt thng hiu trong
mt tp nhng thng hiu c mt trn th trng (Aaker 1991). Khi ngi
tiu dng quyt nh tiu dng v am m mt thng hiu no , trc tin
h phi nhn bit c thng hiu . Nh vy, nhn bit thng hiu l yu
t u tin ngi tiu dng am m thng hiu (Nguyn nh Th &
Nguyn Th Mai Trang 2002).
2.3.2.2 Cht lng cm nhn
Yu t chnh so snh cc thng hiu vi nhau l cht lng ca n.
Tuy nhin, cht lng thc s ca mt thng hiu m nh sn xut cung cp
v cht lng khch hng cm nhn c thng khng trng nhau. L do
n gin nht l khch hng thng khng phi l chuyn vin trong lnh vc
ny. Do vy, cc tnh nng k thut thng khng c khch hng nh gi
y v chnh xc. Cht lng m khch hng cm nhn c mi l yu t
m khch hng lm cn c ra quyt nh tiu dng (Aaker 1991, Keller
1998).
2.3.2.3 Hnh nh thng hiu
Hnh nh thng hiu l mt b/ tp hp nhng lin kt c t chc. S
nh v l ci m doanh nghip mun nhn nhn, cn c vo nhng lin kt
hay hnh nh m n c gng lm cho mi ngi thy. Hnh nh thng hiu
phn nh nhn thc ca mi ngi v thng hiu. Hnh nh thng hiu bao
gm chc nng v biu tng thng hiu c tin tng. Bn cnh , hnh
nh thng hiu cn bao gm s lin tng thng hiu v c tnh thng
hiu. S lin tng thng hiu l tt c s lin tng khi khch hng ngh
n thng hiu v cm nhn m h c v thng hiu. C tnh thng hiu
ging nh nhng c im con ngi bao gm tnh cch, gii tnh v kch c

17

m khch hng lin tng n thng hiu. Khi n c sc hp dn, khch

hng s thch mua hn (theo Lantabrand.com).
2.3.2.4 Gi c cm nhn
Gi c ng vai tr quan trng trong tip th, khch hng thng xem
gi c l du hiu cho cht lng ca sn phm hay dch v (Yoo & ctg
2000). Tuy nhin hiu ng ca gi c khng phi lun nh vy. C khi gi c
lm gim gi tr ca thng hiu v n khng tng xng vi cht lng ca
n (Nguyn nh Th & Nguyn Th Mai Trang 2002). Khi khch hng xem
xt cht lng ca mt thng hiu, d l sn phm hay dch v, h lun c
xu hng lin h vi gi c ca n vi cc thng hiu cnh tranh c cm
nhn v cht lng dch v ca n (Chang & Wildt 1994).
2.3.2.5 bao ph ca thng hiu
Theo l thuyt v marketing v thc tin, bao ph ca thng hiu
(l t l im bn c s hin din ca thng hiu so vi tng s in bn trn
ton th trng. T l im bn c s hin din ca thng hiu cng ln th
bao ph cng cao) c nh hng ln n quyt nh tiu dng ca khch
hng. Mt thng hiu c nh hng tch cc trong tm tr ngi tiu dng
th khng th khng c mc bao ph tt. Ngi tiu dng khng phi mt
thm chi ph i li cng nh vn chuyn trong lc mua th chng s c
ngi tiu dng quan tm hn trong trng hp phi cn nhc, la chn
nhng thng hiu m hu nh cc yu t khc l tng ng nhau.
2.3.2.6 Xu hng tiu dng thng hiu
Xu hng tiu dng thng hiu c th hin qua xu hng hnh vi
ca ngi tiu dng h c th c xu hng tiu dng hay khng tiu dng
mt thng hiu no . Xu hng tiu dng thng hiu l mt yu t quyt
nh hnh vi tiu dng thng hiu (Ajzen & Fishbein 1980).

18

Nhn bit
thng hiu

Cht lng
cm nhn

Hnh nh
thng hiu

Xu hng tiu dng

thng hiu

4
Gi c
cm nhn

bao ph
ca thng hiu
Hnh 2.2 M hnh cc yu t nh hng n xu hng tiu dng thng
hiu thuc l cao cp.
2.3.3 nh v thng hiu
Theo quan im Aaker (1996, 176), nh v thng hiu l mt phn
trong nhn dng thng hiu v cng b gi tr. Cng vic nh v s ch
ng truyn t n khch hng mc tiu v mc ch c gng th hin mt
s vt tri hn so vi cc i th. Ngha l cng vic nh v phi tp trung
gii quyt bn vn : (1) tp hp v chng trnh nhn dng thng hiu, (2)
cng b gi tr, (3) p ng ng vo i tng khch hng mc tiu, v (4)
ch ng truyn tin v cung cp li th cnh tranh.
Quan im ca Boyd (2002, 212) b sung thm: nh v thng hiu l
a ra cc thnh phn c lin quan n thng hiu v thng tin n khch
hng mc tiu nhm lm cho h hiu v nh gi nhng thnh phn tiu biu

19

ca thng hiu so vi i th cnh tranh. cho chng trnh nh v thnh

cng th nhng thnh phn ny phi l nhng thnh phn m khch hng mc
tiu cho l quan trng nht.
Trong khun kh lun vn ny, nghin cu p dng qui trnh nh v
by bc ca Boyd (2002, 212). Hnh 2.3 th hin qui trnh ny.
Nhn din cc thng hiu cnh tranh trong th trng mc tiu
Nhn din cc thuc tnh lin quan n thng hiu
Thu thp thng tin t khch hng v cc thuc tnh lin quan n thng hiu

Phn tch v tr hin ti ca thng hiu

Xc nh s kt hp ca nhng thuc tnh a thch nht ca khch hng

Xc nh s ph hp gia v tr c th v xu hng nhu cu ca th trng

Cc chng trnh nh v thng hiu

Hnh 2.3 Qui trnh nh v

Ngun: Harper W.boyd, Orville C. Walker, John Mullins, Jean-Claude
Larreche (2002), Marketing Management A Strategy decision- Marketing
Approach, Mc.Graw- Hill Irwin.

20

Bc mt l nhn din thng hiu cnh tranh trn th trng. Kolter

(2003) chia mc cnh tranh ra thnh bn tng chnh, l cnh tranh
thng hiu (brand competition), cnh tranh sn phm (product competition),
cnh tranh nhu cu (need copetition), v cnh tranh ngn sch (budget
competition). Trong khun kh lun vn ny, cc thng hiu thuc l cao
cp s c chn nghin cu. Cc thng hiu ny c sc cnh tranh mnh
trn th trng mc tiu, c gi c gn nh nhau. C th su thng hiu c
chn l: Vinataba, Craven A, White Horse, Jet, Marlboro, v 555.
Bc hai l nhn din cc thuc tnh lin quan n thng hiu thuc
l. Vic nhn din ny cn c vo cc nhn t c nh hng n xu hng
tiu dng thuc l cao cp c xut t m hnh nghin cu trn.
Bc ba thu thp thng tin t khch hng v cc thnh phn lin quan
n thng hiu. Thc hin bng cch phng vn trc tip ngi tiu dng
thng qua bng cu hi (c thit k t nn tng thng tin t bc 2).
Bc bn l xc nh v tr thng hiu v cc thnh phn a thch ca
khch hng i vi thng hiu. Bc ny s tin hnh phn tch d liu t
bc ba. H tr bng phn mm SPSS 16.0. Cng c s dng l hi qui tuyn
tnh v biu nhn thc.
Bc nm xc nh s kt hp ca nhng thuc tnh a thch nht ca
khch hng. Phn tch kin ca khch hng v thuc tnh m h cho l quan
trng hn cc thuc tnh khc.
Bc su xc nh s ph hp gia v tr c th v xu hng nhu cu
ca th trng, t a ra nhng chin lc thch hp trong qui trnh nh v
thng hiu.

21

Bc by a ra cc chng trnh nh v nng cao v th cnh tranh

ca sn phm theo cch thc nht nh, a ra chin lc pht trin thng
hiu.
2.4 Tm tt
Chng 2 a ra mt s c s l thuyt v thng hiu. Da trn cc
m hnh v thng hiu nghin cu trc y v cc thnh phn tip th
hn hp. M hnh ny cho rng xu hng tiu dng thng hiu thuc l chu
nh hng bi cc yu t chnh nh: nhn bit thng hiu, cht lng cm
nhn, hnh nh thng hiu, gi c thng hiu, v bao ph ca thng
hiu. Chng ny cng cp n cc bc thc hin trong qui trnh nh v
thng hiu. Cc nhn t dng thc hin trong o lng a hng l cc
nhn t c nh hng n xu hng tiu dng thuc l cao cp. Chng tip
theo s trnh by phng php nghin cu c thc hin xy dng v
nh gi cc thang o lng v kim nh s ph hp ca m hnh nghin
cu.

22

CHNG 3
THIT K NGHIN CU
3.1 Gii thiu
Chng 2 gii thiu c s l thuyt, cc m hnh nghin cu trc
nhm lm c s cho vic xy dng m hnh nghin cu trong nghin cu ny.
Chng ny s tin hnh nghin cu mt cch chi tit nhm c th ha m
hnh nghin cu trong chng 2.
Qu trnh nghin cu s tin hnh qua hai bc sau: bc (1) nghin
cu nh tnh v bc (2) nghin cu nh lng.
3.2 Thit k nghin cu
Nghin cu ny s c tin hnh theo hai bc chnh:
Bng 3.1: K hoch nghin cu
Bc 1

Bc 2

Dng

S b

Chnh thc

Phng php

nh tnh

nh lng

i tng

Khch hng ang

s dng Khch hng ang s dng thuc

thuc l cao cp
Mc ch

Xc nh xem khch hng Tng hp kt qu trn hiu

mong i nhng g t sn chnh v hnh thnh m hnh
phm thuc l? Theo khch nghin cu chnh thc thng qua
hng th cc yu t no tc bng cu hi.
ng n xu hng tiu dng
thng hiu thuc l ca h.

K thut

Tho lun nhm

Phng vn trc tip ngi tiu

dng thng qua bng cu hi.

Kt qu

iu chnh m hnh thang o

Chn v s dng thang o chnh

thc.

Thi gian

Thng 7/2009

Thng 09-10/2009

23

3.3 Ngun thng tin cn thit

Thng tin cho cng tc thng k, nh gi: thng tin v th trng
thuc l.
Thng tin nghin cu nh tnh: nh gi ca ngi tiu dng v cc
yu t nh hng n xu hng tiu dng thng hiu thuc l v cc bin
quan st xut hin trong thang o cc yu t .
Thng tin trong nghin cu nh lng: nh gi ca ngi tiu dng
v gi tr ca cc yu t nh hng n xu hng tiu dng thng hiu.
3.4 Ngun cung cp thng tin
Thng tin th cp: thng tin v th trng thuc l c thu thp t
Hip hi Thuc l Vit Nam, Tng Cng ty Thuc l Vit Nam, Tng cc
Thng k.
Thng tin v cc yu t trong m hnh v cc bin trong thang o mt
s cc yu t c k tha t nghin cu trc y v thu c t qu trnh
nghin cu nh tnh.
Thng tin s cp: nh gi ca ngi tiu dng v cc yu t nh
hng n xu hng tiu dng thng hiu thuc l, cc bin xut hin trong
thang o cc yu t , cc thng tin v tui tc, ngh nghip, vv, c thu
thp t ngi tiu dng cui cng.
3.5 Qui trnh nghin cu
Da trn l thuyt v phng php nghin cu trnh by trong phn
trc, tc gi xut qui trnh nghin cu sau:

24

M hnh v
thang o s b

C s l thuyt

Tho lun nhm

tp trung

M hnh v
thang o hiu
chnh
Nghin cu nh
lng

Cronbach alpha

EFA

-Loi bin c tng quan bin

tng nh
-Kim tra h s Cronbach alpha
- Loi nhng bin c trng
s EFA nh

Thang o
hon chnh

Hi qui a bin

Biu nhn
thc (MDS)

- Xc nh cc yu t quan
trng nh hng n xu
hng tiu dng thng
hiu

-V tr tng i thng
hiu so vi cc thng hiu
cnh tranh khc

Hnh 3.1 Qui trnh nghin cu

3.6 Nghin cu nh tnh
Nghin cu nh tnh c thc hin thng qua k thut tho lun
nhm tp trung. Churchill (1979) v Stewart & Shamdasani (1990) cho rng

25

tho lun nhm tp trung l mt trong cc cng c thch hp hiu chnh v

b sung thang o lng trong th trng hng tiu dng. Do vy, nghin cu
nh tnh c thc hin thng qua phng php tho lun nhm tp trung.
Mc tiu ca tho lun nhm ny nhm mc ch khm ph, hiu chnh cc
thang o lng v nhn din cc thuc tnh tc ng n xu hng tiu dng
thng hiu thuc l ca khch hng. V y cng l c s cho qu trnh
nghin cu nh lng.
Nhm tho lun gm 8 ngi, l Nam gii, c tui t 20 n 48, l
nhng ngi ang s dng thng xuyn cc thng hiu thuc l cao cp v
l ngi quyt nh trong vic chn mua thng hiu thuc l cho bn thn.
Nhng ngi ny hin ang sinh sng ti thnh ph H Ch Minh. Nghin
cu ny c thc hin ti a im do tc gi b tr v tc gi iu khin
bui tho lun. Nghin cu ny s dng phng php tho lun khm ph
cc thnh phn c nh hng n xu hng tiu dng. Dn bi tho lun cho
nghin cu ny c trnh by trong phn ph lc 1.
Kt qu tho lun nhm c m t nh sau: V nhn bit thng hiu
th nhng thng hiu cao cp m ngi tiu dng nhn bit l: Craven A,
555, Marlboro, Jet, Vinataba, white Horse, Dunhill, Pallmall, Winston, Mind
Seven.V cc c tnh ca thuc l m ngi tiu dng quan tm l cht
lng ca thuc, mi thm, v ca thuc, nng nh. Thng hiu th hin
qua hnh nh nh s nam tnh, phong cch snh iu, tnh hp thi, lm cho
ngi ht cm gic t tin hn, th hin s tr trung v ng tin cy. V bao
ph th ngi tiu dng quan tm n cc a im bn thuc l c s hin
din ca thng hiu, tnh ph bin ca thng hiu v s thun tin khi
mun mua thng hiu . Ngoi ra, nhm tho lun cng quan tm n gi
c ca thng hiu.

26

Nh vy, qua nghin cu nh tnh cho thy cc yu t nh hng n

xu hng tiu dng thng hiu thuc l c th nhm thnh cc yu t nh
sau: (1) nhn bit thng hiu, (2) cht lng cm nhn, (3) hnh nh thng
hiu, (4) gi c cm nhn, v (5) bao ph thng hiu.
3.7 Nghin cu nh lng
3.7.1 Thang o
Thang o trong nghin cu ny c xy dng da trn cc l thuyt
v xy dng thang o v cc thang o sn c trong nghin cu ca cc tc gi
trc y (tc gi Nguyn nh Th & Nguyn Th Mai Trang 2002),
(Nguyn Phng Co 2004), (Nguyn Th Kim Loan 2006). Cc thang o ny
c iu chnh v b sung cho ph hp vi ngi tiu dng thuc l da vo
nghin cu nh tnh (tho lun nhm tp trung). Cc tp bin quan st c th
c o lng bng thang o qung, nm im, thay i t 1 = hon ton
phn i n 5 = hon ton ng .
3.7.1.1 Thang o nhn bit thng hiu
Vic nhn bit mt thng hiu l khi u cho cc thnh phn tip
theo xy dng nn gi tr thng hiu . Nu thng hiu khng c
ngi tiu dng nhn bit th thng hiu khng c gi tr tiu dng i vi
h.
C hai mc nhn bit: cp thp hn l s nhn bit mt cc t
nhin nh: c th nhn bit, c th phn bit thng hiu v c o lng
bng ba bin quan st. Cp cao hn ca s nhn bit c c nh l mt
kin thc c tch lu thng qua thi gian. Kin thc i vi mt thng
hiu th hin s nhn bit thng hiu mt cch vng chc hn v mang
ngha tch cc ch ng hn gi chung l kin thc v c o lng bng
ba bin quan st. Vy nhn bit thng hiu c o lng bng su bin

27

quan st k hiu l AW_1 n AW_6 (xem bng 3.2). Cc bin quan st ny

c o lng bng thang o qung, nm im.
Bng 3.2 Thang o nhn bit thng hiu
K hiu bin

Cu hi

AW_1

Ti bit c thuc l X

AW_2

Ti c th d dng nhn bit X trong cc loi thuc l khc

AW_3

Ti c th d dng phn bit X vi cc loi thuc l khc

Cc c im ca X c th n vi ti mt cch nhanh
chng
Ti c th nh v nhn bit logo ca X mt cch nhanh
chng
Mt cch tng qut, khi nhc n thuc l X ti c th d
dng hnh dung ra n

AW_4
AW_5
AW_6

3.7.1.2. Thang o cht lng cm nhn

Cht lng cm nhn ca ngi tiu dng i vi mt thng hiu, k
hiu l QP v c o lng da vo nh gi ca ngi tiu dng i vi
cc thuc tnh ca thng hiu . Cc thang o dng o lng cht lng
cm nhn thng dng tng qut (v d, Yoo & ctg 2000; Dodds 1991). Tuy
nhin, kt qu nghin cu nh tnh cho thy, i vi thuc l, ngi tiu
dng thng quan tm n hng, v, nng nh, khng b gt c khi ht.
Ngi tiu dng cho rng, ni n cht lng ca thuc l th phi ni n
nhng c tnh ny. V vy, thang o cht lng cm nhn bao gm su bin
quan st biu th cc c im trn thuc l, k hiu t PQ_1 n PQ_6 (xem
bng 3.3). Cc bin quan st ny cng c o lng bng thang o qung,
nm im.

28

Bng 3.3 Thang o cht lng cm nhn

K hiu bin

Cu hi

PQ_1

Hng ca thuc l X rt thm

PQ_2

Thuc l X c v m

PQ_3

Thuc l X c nng va phi

PQ_4

Ht thuc l X khng b gt c

PQ_5
PQ_6

Thuc l X c cht lng ng tin cy hn cc thng hiu

khc
Mt cch tng qut cht lng ca thuc l X rt cao

3.7.1.3 Thang o hnh nh thng hiu

Qua nghin cu nh tnh cho thy hnh nh thng hiu ca thuc l
c ngi tiu dng quan tm l phi th hin c s nam tnh, hin i v
hp thi, s snh iu, lm t tin hn, tr trung v ng tin cy. Thang o
hnh nh thng hiu c o lng bng su bin quan st, k hiu IMB_1
n IMB_6 (xem bng 3.4). Cc bin quan st ny cng c o lng bng
thang o qung, nm im.
Bng 3.4 Thang o hnh nh thng hiu
K hiu bin

Cu hi

IMB_1

Ti ngh rng thuc l X rt nam tnh

IMB_2

Thng hiu thuc l X th hin i v hp thi

IMB_3

Thng hiu thuc l X th hin phong cch snh iu

IMB_4

Ti ngh rng thng hiu thuc l X lm ti t tin hn

IMB_5

Ti ngh rng thng hiu thuc l X th hin s tr trung

IMB_6

Nhn chung, thng hiu thuc l X l ng tin cy

29

3.7.1.4 Thang o gi c cm nhn

Gi c cm nhn c ngi tiu dng cm nhn qua hai yu t: gi c
cm nhn c hnh thnh trn c s gi c tht s ca chnh thng hiu
v gi c tham chiu ca ngi tiu dng (Winer 1986; Erickson & Jonhasson
1985). Gi c tham chiu l mc gi chung m ngi tiu dng cm nhn i
vi mt chng loi thng hiu no . Kt qu nghin cu nh tnh cng
cho thy rng i vi yu t gi c ca mt thng hiu thuc l th ngi
tiu dng quan tm n gi c so vi cht lng v c cnh tranh so vi cc
thng hiu khc hay khng. V vy, thang o gi c cm nhn bao gm ba
bin quan st, k hiu PB_1 n PB_3 (xem bng 3.5). Cc bin quan st ny
cng c o lng bng thang o qung, nm im.
Bng 3.5 Thang o gi c cm nhn
Cu hi

K hiu bin
PB_1

Gi c ca thuc l X so vi cht lng l hp l

PB_2

Gi c ca thuc l X c tnh cnh tranh cao

PB_3

Nhn chung gi c ca thuc l X l hp l

3.7.1.5 Thang o bao ph ca thng hiu

Kt qu nghin cu nh tnh cho thy khi ni n bao ph ca mt
thng hiu th ngi tiu dng quan tm n s ph bin ca thng hiu,
a im bn cng nh mc sn c ca thng hiu. Do , thang o
bao ph ca thng hiu bao gm bn bin quan st, k hiu DC_1 n DC_4
(xem bng 3.6) Cc bin quan st ny cng c o lng bng thang o
qung, nm im.

30

Bng 3.6 Thang o bao ph ca thng hiu

K hiu bin

Cu hi

DC_1

Thng hiu thuc l X rt ph bin

DC_2

Ti bit chnh xc ni c bn thuc l X

DC_3

Ti d dng mua thuc l X ti bt k im bn thuc l no

DC_4

Thuc l X lun sn c ti cc im bn

3.7.1.6 Thang o xu hng tiu dng thng hiu

Xu hng tiu dng c o lng bng bn bin quan st, k hiu t
BI_1 n BI_4, hi ngi tiu dng xu hng tiu dng mt thng hiu no
. Thang o ny da vo thang o ca Dodds & ctg (1991). Kt qu tho
lun nhm cng cho thy l ngi tiu dng hiu c cc cu hi ny v n
din t xu hng mua hng ca h (xem bng 3.8). Cc bin quan st ca
thang o ny c o lng bng thang o qung, nm im.
Bng 3.7 Thang o xu hng tiu dng thng hiu
K hiu bin

Cu hi

BI_1

Kh nng mua thuc l X ca ti rt cao

BI_2

Ti ngh rng nu i mua thuc l ti s mua thuc l X

BI_3

Xc sut ti mua thuc l X rt cao

BI_4

Ti tin rng, thuc l X l s la chn s 1 ca ti

3.7.2 Mu
Phng php xc nh c mu trong nghin cu nh lng c xc
nh theo nguyn tc kinh nghim. Theo Hair & ctg (1998), c th phn
tch nhn t khm ph (EFA) cn thu thp b d liu vi t nht nm mu trn
mt bin quan st (n = m x 5, trong n l c mu, m l bin quan st).

31

Bn cnh , tin hnh phn tch hi qui mt cch tt nht,

Tabachnick & Fidell (1996) cho rng kch thc mu cn phi m bo theo
cng thc: n > = 8m +50. Trong :
- n: c mu
- m: s bin c lp ca m hnh
C mu trong nghin cu ny s p dng theo cng thc n = m x 5.
Nh vy, vi 29 bin quan st th c mu ti thiu trong nghin cu ny l 29
x 5 = 145 mu. Nhm gim sai s do chn mu, tiu ch khi thc hin kho
st ny l trong iu kin cho php th vic thu thp cng nhiu d liu nghin
cu cng tt v nht thit phi ln hn c mu ti thiu. Nghin cu ny chn
kch thc mu n =360.
Trong nghin cu ny, su thng hiu kho st bao gm: Vinataba,
Craven A, 555, Marlboro, Jet, White Horse. Vic ly mu c thc hin
theo phng php thun tin (phi xc sut) v phng vn trc tip khch hng
thng qua bng cu hi. t c n = 360 ra, d kin 380 bng cu hi
s c pht ra, mi thng hiu s c t 50 - 70 bng cu hi. Bng cu hi
c thit k cho tng thng hiu khc nhau. a bn kho st bao gm cc
qun, huyn ti Thnh ph H Ch Minh.
Thng hiu c phng vn khng theo nguyn tc s dng, ngha l
phng vn vin xc nh thng hiu mnh phng vn trc khi tip cn vi
ngi tiu dng. V vy, ngi tiu dng c phng vn v mt thng hiu
khng nht thit phi l thng hiu h ang s dng. Nu s trng hp xy
ra th do hon ton ngu nhin.
3.8 Tm tt
Chng ny trnh by phng php nghin cu c thc hin nh
gi thang o trong m hnh nghin cu. Phng php nghin cu c thc
hin thng qua hai bc l nghin cu nh tnh v nghin cu nh lng.

32

K thut tho lun nhm c dng trong bc nghin cu nh tnh v

k thut phng vn trc tip c dng cho bc nghin cu nh lng.
Chng ny cng m t thng tin v mu ca nghin cu nh lng. Chng
tip theo s trnh by phng php phn tch thng tin v kt qu nghin cu,
bao gm vic kim nh tin cy Cronbach alpha, phn tch nhn t (EFA),
hi qui tuyn tnh v biu nhn thc (MDS).

33

CHNG 4
KT QU NGHIN CU
4.1 Gii thiu
Trong chng 3 trnh by qui trnh v phng php nghin cu
kim nh cc thang o v cc gi thit trong m hnh nghin cu. Chng 4
s trnh by kt qu kim nh thang o, m hnh nghin cu v cc gi thit
a ra trong m hnh. Ni dung chng ny bao gm: (1) c im ca mu
nghin cu, (2) kim nh h s tin cy Cronbach Alpha, (3) phn tch nhn t
khm ph EFA, (4) m hnh hi qui tuyn tnh v (5) nh v thng hiu
bng MDS. Phn mm SPSS 16.0 l cng c h tr cho qua trnh phn tch.
4.2 c im ca mu nghin cu
i tng nghin cu trong nghin cu ny l nam gii c tui t
18 n 52, hin ang sinh sng ti khu vc Thnh ph H Ch Minh. Ngi
tiu dng c phng vn l nhng ngi ang ht thuc l c tui v
mc thu nhp khc nhau.
t c kch thc mu n = 360, 380 bng cu hi c phng
vn. Sau khi thu thp v kim tra, c 26 bng cu hi b loi do c nhiu
trng. Cui cng, 354 bng cu hi hon tt c s dng. D liu c nhp
v lm sch thng qua phn mm SPSS 16.0.
V thng hiu kho st, c 55 ngi c phng vn v thng hiu
555 (chim 15.5%), 65 ngi c phng vn v thng hiu Craven A
(chim 18.4%), thng hiu Jet l 49 (chim 13.8%), Marlboro l 55 (chim
15.5%), Vinataba l 62 chim (17.5%) v White Horse l 68 chim (19.2%).
V tui, c 131 ngi tui t 18-24 (chim 37%), 107 ngi
tui t 25-31 (chim 30.2%), 39 ngi tui t 32 n 38 (chim
11.0%), 34 ngi tui t 39 n 45 (chim 9.6%) v 43 ngi tui
t 46 n 52 (chim 12.1%).

34

V thu nhp, c 212 ngi c thu nhp di 3 triu ng/thng

(59.9%), 95 ngi c thu nhp t 3,1 n 5 triu ng/thng (26.8%), 27
ngi c thu nhp t 5,1 n 7 triu ng/thng (7.6%), 9 ngi c thu nhp
t 7,1 triu ng/thng (2.5%) v 11 ngi c mc thu nhp trn 10 triu
ng/thng (3.1%).
V trnh hc vn, PTTH l 79 ngi (22.3%), Trung hc/Cao ng
l 89 ngi (25.1%), i hc l 108 ngi (30.5%), trn i hc l 12 ngi
(3.4%) v khc (nhng ngi ny t chi cho bit v trnh hc vn ca h)
l 66 ngi (18.6%)
V ngh nghip, k thut vin l 34 ngi (9.6%), ngh chuyn mn l
72 ngi (20.3%), gim c, qun l cp cao v cp trung l 16 ngi (4.4%),
nhn vin vn phng l 14 ngi (4.0%), cng nhn sn xut l 23 ngi
(6.5%), sinh vin l 91 ngi (25.7%) v ngh t do l 104 ngi (29.4%)
V a bn kho st, tin hnh phng vn ngi tiu dng ti cc qun
huyn Thnh ph H Ch Minh. S ngi c phng vn cc a bn
nh sau: 66 ngi Qun Tn Bnh (18.6%), 42 ngi Qun G Vp
(11.9%), 33 ngi Qun 10 (9.3%), 35 ngi Qun Th c (9.9%), 20
ngi Qun 3 (5.6%), 19 ngi Qun Bnh Thnh (5.4%), .... Qun c t
mu kho st nht l Nh B, Bnh Chnh, Huyn C Chi (1 mu). Hai a
bn khng c mu kho st l Huyn Hc Mn v Cn Gi.
C 10 thng hiu thuc l m nhng ngi c phng vn thng
xuyn s dng. Trong , thng hiu s dng nhiu nht l Craven A
(37.3%), Jet (27.7%), 555 (10.5%), White Horse (5.1%), vv. Cc thng hiu
s dng t nht l Dunhill (0.3%), Winston (0.6%), Mild seven (1.1%).
4.3 Kim nh h s tin cy Cronbach Alpha
Cronbach alpha l cng c gip loi i nhng bin quan st, nhng
thang o khng t yu cu. Nguyn nh Th & Nguyn Th Mai Trang

35

(2007, 31) cho rng Khi nh gi thang o, chng ta cn s dng Cronbach

alpha loi cc bin rc trc khi s dng EFA. Nu khng theo trnh t
ny, cc bin rc c th to ra cc yu t gi. Cc quan st c h s tng
quan bin - tng (iterm- total correlation) < 0.30 s b loi v tiu chun chn
thang o khi h s Cronbach alpha t 0.60 tr ln (Nunnally & Burnstein
1994). Hong Trng & Chu Nguyn Mng Ngc (2005, 257) cho rng:
Nhiu nh nghin cu ng rng khi Cronbach alpha t 0.80 tr ln n
gn 1 th thang o lng l tt, t 0.70 n 0.80 l s dng c. Cng c
nh nghin cu ngh rng Cronbach alpha t 0.60 tr ln l c th s dng
c trong trng hp khi nim ang nghin cu l mi i vi ngi tr li
trong bi cnh nghin cu (Nunnally 1978, trch t Hong Trng & Chu
Nguyn Mng Ngc 2005, 258).
Kt qu Cronbach alpha cho thy cc thang o u t tin cy. Cc
h s tng quan bin - tng u cao (nh nht l bin PB_2 = 0.465).
Cronbach alpha ca cc thang o cng u cao nh nht l thang o gi c
cm nhn PB (0.783).
C th l Cronbach alpha ca thang o nhn bit thng hiu AW l
0.883; ca thang o cht lng cm nhn PQ l 0.786; ca hnh nh thng
hiu l 0.845; ca gi c cm nhn l 0.783, ca bao ph ca thng hiu
l 0.860, v xu hng tiu dng thng hiu l 0.907 (xem bng 4.1). V vy,
tt c cc bin quan st s c s dng trong phn tch EFA tip theo.

36

Bng 4.1 Cronbach alpha ca cc thnh phn thang o

Bin
quan st

Trung bnh
thang o
nu loi
bin

Phng sai
thang o
nu loi
bin

Tng
Bnh
Alpha nu
quan bin- phng h loi bin
tng
s tng
ny
quan bi

Nhn bit thng hiu AW: Alpha = 0.883

AW_1
18.079
21.846
0.627

0.419

0.873

AW_2

18.263

20.461

0.734

0.572

0.857

AW_3

18.373

19.968

0.714

0.558

0.859

AW_4

18.644

19.641

0.728

0.553

0.857

AW_5

18.568

19.810

0.645

0.451

0.873

AW_6

18.398

19.912

0.730

0.549

0.857

Cht lng cm nhn PQ: Alpha = 0.786

PQ_1
16.254
14.604
0.572
PQ_2
16.347
15.066
0.494

0.360

0.745

0.291

0.765

PQ_3

16.198

15.751

0.477

0.252

0.768

PQ_4

16.376

14.875

0.499

0.278

0.765

PQ_5

16.347

15.145

0.597

0.477

0.740

PQ_6

16.302

15.503

0.602

0.485

0.741

Hnh nh thng hiu IMB: Alpha = 0.845

IMB_1
15.195
16.633
0.589

0.380

0.826

IMB_2

15.415

15.677

0.684

0.490

0.808

IMB_3

15.554

16.033

0.663

0.472

0.812

IMB_4

15.573

16.160

0.624

0.421

0.820

IMB_5

15.636

16.533

0.610

0.375

0.822

IMB_6

15.113

16.497

0.579

0.339

0.829

37

Bin
quan st

Trung bnh
thang o
nu loi
bin

Phng sai
thang o
nu loi
bin

Tng
Bnh
Alpha nu
quan bin- phng h loi bin
tng
s tng
ny
quan bi

Gi c cm nhn PB: Alpha = 0.783

PB_1
6.376
3.538

0.688

0.580

0.632

PB_2

6.703

4.340

0.465

0.222

0.863

PB_3

6.424

3.293

0.730

0.604

0.580

bao ph ca thng hiu: DC: Alpha = 0.860

DC_1
10.980
9.838
0.624

0.395

0.855

DC_2

10.743

10.129

0.643

0.427

0.847

DC_3

10.864

8.474

0.804

0.673

0.779

10.895
8.796
0.762
Xu hng tiu dng BI: Alpha = 0.907

0.627

0.798

BI_1

8.271

10.935

0.765

0.587

0.889

BI_2

8.322

9.726

0.834

0.699

0.864

BI_3

8.206

10.385

0.796

0.645

0.878

BI_4

8.531

10.006

0.772

0.605

0.887

DC_4

4.4 Kt qu phn tch nhn t khm ph EFA

Phn tch nhn t khm ph l k thut c s dng nhm thu nh v
tm tt cc d liu. Phng php ny rt c ch cho vic xc nh cc tp hp
bin cn thit cho vn nghin cu v c s dng tm mi quan h
gia cc bin vi nhau. Khi phn tch nhn t khm ph EFA, cc nh nghin
cu thng quan tm n mt s tiu chun. Th nht, h s KMO (KaiserMeyer-Olkin ) KMO l mt ch tiu dng xem xt s thch hp ca EFA,
0.5 KMO 1 th phn tch nhn t l thch hp. Kim nh Barlett xem xt
gi thuyt v tng quan gia cc bin quan st bng khng trong tng th.
Nu kim nh ny c ngha thng k (Sig 0.05) th cc bin quan st c

38

tng quan vi nhau trong tng th (Hong Trng & Chu Nguyn Mng
Ngc 2005, 262). Th hai, h s ti nhn t (Factor Loading), theo Hair & ctg
(1998), factor loading l ch tiu m bo mc ngha thit thc ca EFA
(ensuring practical significance). Factor loading 0.3 c xem t mc ti
thiu, Factor loading 0.4 c xem l quan trng, 0.5 c xem l c
ngha thc tin. Ngoi ra, Hair & ctg (1998) cng khuyn bn c nh sau:
Nu chn tiu chun factor loading 0.3 th c mu ca bn t nht l 350,
nu c mu khong 100 th nn chn tiu chun factor loading 0.55, nu c
mu ca bn khong 50 th factor loading phi 0.75. Do , trong nghin
cu ny, nu bin quan st no c h s ti nhn t 0.50 s b loi. Th ba,
thang o c chp nhn khi tng phng sai trch 50%. Th t, h s
Eigenvalue phi c gi tr 1 (Gerbing & Anderson 1988). Th nm, khc
bit h s ti nhn t ca mt bin quan st gia cc nhn t 0.30 m
bo gi tr phn bit gia cc nhn t (Jabnoun & Al Tamimi 2003).
Kt qu EFA cho thy, t hp 25 bin quan st ca cc thang o; nhn
bit thng hiu, cht lng cm nhn, hnh nh thng hiu, gi c cm
nhn, bao ph ca thng hiu c kt qu nh sau: H s KMO kh cao
(bng 0.890 > 0.5), thng k Chi-square ca kim nh Barletts t gi tr
4316.395 vi mc ngha l Sig = 0.000 cho thy phn tch EFA rt thch
hp.
Ti cc mc gi tr Eigenvalue ln hn 1 v vi phng php rt trch
Principal Components vi php quay Varimax. Phn tch nhn t rt trch
c 5 nhn t t 25 bin quan st v vi phng sai trch l 62.135 % (ln
hn 50%) t yu cu.
a

Da trn phn tch ca bng Rotated Component Matrix (ph lc 4),

cho thy cc bin PQ_5 (0.513), PQ_6 (0.550) v IMB_6 (0.511) c h s ti
nhn t u ln hn 0.5 nhng li khng c s chnh lch r rng gia cc h

39

s ti nhn t nn c kh nng cc bin PQ_5, PQ_6 v IMB_6 to nn vic

rt trch nhn t gi. Do cc bin PQ_5, PQ_6 v IMB_6 loi khi phn
tch.
Sau khi loi cc bin khng t yu cu, tin hnh phn tch nhn t
khm ph ln 2. Kt qu ln 2 (xem bng 4.2) nh sau: h s KMO = 0.872 >
0.5, thng k Chi-square ca kim nh Barletts t gi tr 3594.858 vi mc
ngha l Sig = 0.000 cho thy phn tch EFA rt thch hp.
Ti cc mc gi tr Eigenvalue ln hn 1, phn tch nhn t trch
c 5 nhn t t 22 bin quan st v vi phng sai trch l 64.010 % (ln
hn 50%) t yu cu.

40

Bng 4.2 Kt qu phn tch EFA ln 2

Bin quan st

Nhn t
1

AW_1
AW_2
AW_3
AW_4
AW_5
AW_6

0.727
0.780
0.805
0.795
0.655
0.749

IMB_1

0.641

IMB_2

0.774

IMB_3

0.814

IMB_4

0.708

IMB_5

0.683

DC_1

0.703

DC_2

0.727

DC_3

0.864

DC_4

0.860

PB_1

0.859

PB_2

0.645

PB_3

0.873

PQ_1

0.664

PQ_2

0.638

PQ_3

0.700

PQ_4
Eigenvalue

6.962

2.446

2.023

1.124

0.682
1.229

Phng sai rt trch (%)

31.645

11.120

9.198

6.460

5.586

Cronbach alpha

0.883

0.829

0.860

0.783

0.695

41

Kt qu EFA (xem bng 4.3) ca nhn t xu hng tiu dng cho thy
EFA ch rt c mt nhn t vi tng phng sai trch l 78.317% ti
Eigenvalue l 3.133, h s KMO l 0.844, thng k Chi-square ca kim nh
Barletts t gi tr 924.470 vi Sig = 0.000 cho thy phn tch EFA rt thch
hp.
Bng 4.3 Kt qu EFA

BI_1

Nhn t
1
0.868

BI_2

0.911

BI_3

0.889

BI_4

0.872

Eigenvalue

3.133

Phng sai rt trch (%)

78.317

Cronbach alpha

0.907

Bin quan st

4.5 Phn tch hi qui tuyn tnh bi

4.5.1 Xem xt ma trn h s tng quan
Hong Trng & Chu Nguyn Mng Ngc (2005, 203) cho rng Bc
u tin khi tin hnh phn tch hi qui tuyn tnh bi cng l xem xt cc
mi tng quan tuyn tnh gia tt c cc bin. Nu c nhiu bin, cn phi
xem xt tng qut mi quan h gia tng bin c lp vi bin ph thuc v
chnh gia cc bin c lp vi nhau. Bn hy ch n bt c lin h tng
quan qua li cht ch no gia cc bin c lp bi v nhng tng quan nh
vy c th nh hng ln n kt qu ca phn tch hi qui bi, v d nh gy
ra hin tng a cng tuyn.
Ma trn ny (xem bng 4.4) cho thy mi tng quan gia bin BI - xu
hng tiu dng (bin ph thuc) vi tng bin c lp, cng nh tng quan

42

gia cc bin c lp vi nhau. H s tng quan gia bin xu hng tiu

dng vi cc bin khc u ln hn 0.3 ngoi tr bin PB (0.299). S b ta c
th kt lun cc bin c lp ny c th a vo m hnh gii thch cho
bin xu hng tiu dng. Ngoi ra, h s tng quan gia cc bin c lp
vi nhau u ln hn 0.3 (ngoi tr h s tng quan gia nhn bit thng
hiu vi gi c (0.263), bao ph thng hiu vi gi c (0.142) nn mi
quan h gia cc bin ny cn phi xem xt k trong phn phn tch hi qui
tuyn tnh bi nhm trnh hin tng a cng tuyn gia cc bin c lp.
Bng 4.4 Ma trn tng quan gia cc bin
Nhn t
AW
PQ
IMB
PB
DC
BI

AW
1.000
.423**
.371**
.263**
.461**
.468**

PQ
.423**
1.000
.462**
.362**
.313**
.434**

IMB
.371**
.462**
1.000
.379**
.362**
.481**

PB
.263**
.362**
.379**
1.000
.142**
.299**

DC
.461**
.313**
.362**
.142**
1.000
.452**

BI
.468**
.434**
.481**
.299**
.452**
1.000

4.5.2 Phn tch hi qui tuyn tnh bi

Kt qu phn tch hi qui tuyn tnh bi vi phng php Enter (xem
bng 4.5) ta thy R2 iu chnh (0.381) nh hn so vi R2 (0.390) iu ny
cho thy m hnh s an ton hn v n khng thi phng mc ph hp ca
m hnh. H s R2 iu chnh = 0.381 ngha l tng thch ca m hnh l
38.1% hay ni cch khc l c khong 38.1% phng sai xu hng tiu dng
c th c gii thch bi nm thnh phn tng ng l nhn bit thng
hiu, hnh nh thng hiu, bao ph ca thng hiu, gi c cm nhn v
cht lng cm nhn.

43

Bng 4.5 Thng k phn tch cc h s hi qui

Tm tt m hnh
Thng k thay i
2

M
hnh

R
c
R
iu lng sai Square
F
Sig. F Durbinchnh s chun Change Change df1 df2 Change Watson

0.39
0.381 0.827
0.390 44.538
0
a. Predictors: (hng s), DC, PB, PQ, AW, IMB
b. Bin ph thuc: BI

.625a

5. 348 0.000

1.811

ANOVAb

M hnh
(Model)
1

Tng bnh
phng
(Sum of
Squares)

Bnh phng
trung bnh
(Mean Square)

df

Hi qui
(Regression)

152.346

30.469

S d
(Residual)

238.073

348

.684

F
44.538

Sig.
.000a

Tng (Total)
390.419
353
a. Predictors: (hng s), DC, PB, PQ, AW, IMB
b. Bin ph thuc: BI
Kim nh mi quan h tuyn tnh gia bin ph thuc BI v cc bin
c lp AW, IMB, DC, PQ v PB xem xt bin BI c lin h tuyn tnh vi
ton b tp hp cc bin c lp (AW, IMB, DC, PQ, PB) hay khng. Tr
thng k F trong bng 4.5 l 44.538 c tnh t gi tr R2 (R Square) ca m
hnh y , gi tri Sig rt nh (0.000) cho thy s an ton khi bc b gi
thuyt H0 l 1= 2 = 3 = 4 = 5 = 0 (ngoi tr hng s), m hnh hi qui
tuyn tnh bi a ra l ph hp vi d liu v c th s dng c.

44

Bng 4.6 Cc thng s thng k ca tng bin trong phng trnh

H s

H s khng
chun ho
M hnh
1 (hng s)

Thng k cng
tuyn
(Collinearity
Statistics)

H s
chun
ho

Sai s
chun Beta ()

Sig.

Dung sai
(Tolerance)

VIF

-.725

.246

-2.951

.003

AW

.236

.060

.199 3.936

.000

.682 1.466

PQ

.186

.064

.147 2.895

.004

.682 1.467

IMB

.299

.066

.231 4.546

.000

.678 1.474

PB

.086

.054

.075 1.601

.110

.803 1.245

DC
.233
a. Bin ph thuc: BI

.052

.220 4.521

.000

.739 1.354

H s phng i phng sai VIF (Variance Inflation Factor) ca cc

bin c lp u nh hn 10 nn cc bin c lp ny khng c quan h cht
ch vi nhau. Do , khng xy ra hin tng a cng tuyn. V vy, mi
quan h gia cc bin c lp khng nh hng ng k n kt qu gii thch
ca m hnh hi qui.
Theo bng 4.6 cho thy nhn t PB c Sig = 0.110 > 0.05 nn c th
kt lun xu hng tiu dng thng hiu thuc l cao cp khng chu tc
ng bi gi c cm nhn. Bn thnh phn AW, IMB, DC, PQ, l c nh
hng n xu hng tiu dng (vi mc ngha Sig < 0.05).
Phng trnh hi qui tuyn tnh i vi cc bin chun ho nh sau:
BI = 0.199*AW + 0.147*PQ + 0.231*IMB + 0.220*DC
Theo phng trnh hi qui ny, th t quan trng ca cc thnh phn
tc ng n xu hng tiu dng thuc l c lit k nh sau: (1) hnh nh

45

thng hiu (0.231), (2) bao ph ca thng hiu (0.22), (3) nhn bit
thng hiu (0.199) v (4) cht lng cm nhn (0.147).
Nhn bit
thng hiu
Hnh nh
thng hiu

0.199
0.231

Xu hng tiu dng

thng hiu

0.147
Cht lng
cm nhn

0.220

bao ph
ca thng hiu
Hnh 4.1 M hnh xu hng tiu dng thuc l cao cp
Kt qu ny c th c gii thch nh sau: khi khch hng c xu
hng tiu dng mt thng hiu thuc l cao cp th h phi bit v thng
hiu , thng hiu phi c cht lng tt (theo cm nhn ca khch hng)
phi c bn rng ri v lun sn c ti im bn. Mt nhn t ht sc quan
trng nh hng nhiu n xu hng tiu dng l thng hiu m h
mun s dng phi th hin c hnh nh ca con ngi h nh: s nam
tnh, tr trung, hp thi hay s sang trng. Do , trong cng tc pht trin
thng hiu Doanh nghip nn u t nhiu vo cc nhn t nu trn v trong
iu kin cc yu t khc khng thay i, vic u t vo cc yu t trn s
lm gia tng xu hng tiu dng ca khch hng i vi thng hiu thuc l
cao cp.

46

4.6 Biu nhn thc

Cng c o lng a hng c s dng phn tch v tr ca cc
thng hiu theo mt s thuc tnh. Mc ch ca phng php ny l
chuyn nhng kin nh gi ca con ngi v s ging nhau, khc nhau
hoc s thch v cc i tng thnh nhng khong cch trong khng gian a
hng.
Cc i lng quan trng trong o lng a hng l: i lng th
nht l RSQ dng o mc ph hp. l bnh phng ca h s tng
quan cho bit phn phng sai ca d liu c gii thch bi cc d liu o
lng, tc l phn phng sai gii thch c ca o lng a hng. RSQ
cng ln th cng tt, RQS 0.6 th chp nhn c. i lng th hai Stress.
Stress th hin cht lng ca phng n o lng a hng. Trong khi RSQ
dng o mc ph hp th Stress dng o mc khng ph hp,
ngha l gi tr ca i lng Stress cng cao th phng n o lng a
hng cng t ph hp. Stress chnh l phn phng sai do cc yu t khc
gy ra, khng phi l m hnh gii thch c. i lng Stress thng c
s dng nhiu nht l cng thc Kruskal stress:
dij d^ij ) 2

Stress =[ d d) 2
ij

Trong :
d l khong cch trung bnh ( dij /n) trong bn khng gian
dij l khong cch theo d liu thc t
d^ l khong cch c chn trong khng gian a hng
Ngun: Kruskal, J. B (1964), Multidimensional scaling by optimizing
goodness of fit to a nonmetric hypothesis, Psychometrika, 29: 1-27

47

Theo Kruskal (1964), cng thc Kruskal c nh gi: 0.1 tng i

ph hp; 0.05 l ph hp; 0.025 l rt ph hp; = 0 l hon ho.
Trn c s d liu thu thp c, tc gi tin hnh xy dng biu
nhn thc cho su thng hiu thuc l v ba yu t. Kt qu tnh ton v
nh gi thng hiu ca ngi tiu dng t d liu thu thp c trnh by
trong bng di y.
Bng 4.7 Gi tr trung bnh cc nhn t ca thng hiu kho st
Nhn t
Stt

Thng hiu

Nhn bit

Cht lng

Hnh nh

thng hiu

cm nhn

thng hiu

bao ph

Vinataba

3.191

3.097

2.684

3.105

Craven"A'

3.800

3.169

3.120

4.096

Marlboro

3.682

3.259

3.171

3.682

White Horse

3.517

3.224

2.762

2.787

555

3.815

3.582

3.436

3.905

Jet

4.194

3.357

3.053

4.184

Kt qu chy biu nhn thc (MDS: Multidimensional Scaling)

c th hin trn hnh 4.1. Chi tit xem ph lc 6.
Kt qu Stress = 0.04538, RSQ = 0.99004 cho thy m hnh l ph
hp. Ngha l kt qu phn tch phn nh ng v tr ca cc thng hiu
trong nhn thc ca ngi tiu dng.

48

Hnh 4.2 Biu nhn thc

T biu nhn thc (hnh 4.2) ta c nhng nhn xt sau:
4.6.1 V tr thng hiu i vi yu t nhn bit thng hiu
Vi nhn t ny, th thng hiu Jet c ngi tiu dng nhn bit
cao nht, k n l Craven A, Marlboro v tr th 3, k tip l thng hiu
555, Vinataba v tr th 5 v cui cng l White Horse.
4.6.2 V tr thng hiu i vi yu t bao ph ca thng hiu
Vi nhn t ny th, thng hiu Jet c nh gi cao nht, k tip l
Craven A, Marlboro, 555,Vinataba v cui cng l White Horse. nhn t
ny, thng hiu Marlboro c bao ph khng cao hn nhiu so vi 555.

49

4.6.3 V tr thng hiu i vi yu t cht lng cm nhn

Thuc l 555 c nh gi l thng hiu c cht lng cm nhn cao
nht, k tip l Marlboro, Jet v tr thc 3, v tr th t thuc v thng hiu
White Horse, Craven A ng v th 5, v v tr th 6 l Vinataba. Tuy xp
v tr cui cng nhng ngi tiu dng nh gi cht lng ca Craven A
v White Horse khng cao hn nhiu so vi Vinataba.
4.6.4. V tr thng hiu i vi yu t hnh nh thng hiu
Vi nhn t ny th thng hiu 555 c nh gi cao nht, k tip l
Marlboro, v tr th 3 l Jet, th 4 l Craven A, v tr th 5 l White Horse
v v tr cui cng l Vinataba.
4.7 V tr hin ti ca thng hiu Vinataba v xut v tr mi theo xu
hng nhu cu th trng
4.7.1 V tr hin ti ca Vinataba
Nhn biu nh v thng hiu ta thy thng hiu Vinataba c v tr
rt thp so vi tt c cc thng hiu khc. i vi yu t hnh nh thng
hiu v cht lng cm nhn th Vinataba ng v tr cui. Thng hiu
Vinataba ch ng trn thng hiu White Horse v yu t bao ph v
nhn bit thng hiu.
4.7.2 S ph hp ca v tr mong mun v xu hng nhu cu th trng
xy dng v tr mong mun theo xu hng nhu cu th trng cn
da vo cc yu t sau: th nht, v tr hin ti ca thng hiu Vinataba v
nhng yu t quan trng tc ng n xu hng tiu dng thng hiu thuc
l. Th hai, tim nng th trng i vi dng sn phm thuc l cao cp ti
Thnh ph H Ch Minh. Cui cng l ngun lc ca Vinataba. T v tr
m thng hiu Vinataba trong tng lai phi hng n l v tr
4.3).

(hnh

50

Bn yu t tc ng n xu hng tiu dng l 04 yu t m Vinataba

cn ci thin v tr ca mnh (1) hnh nh thng hiu, (2) cht lng cm
nhn (3) bao ph, v (4) nhn bit thng hiu.

Hnh 4.3 V tr mong mun ca Vinataba

4.8 Chng trnh nh v
t c v tr mong mun mi trong bn nhn thc, cn c s n
lc ton b ca Tng cng ty. V tt c 4 yu t nh hng n xu hng tiu
dng thuc l cao cp theo nh gi ca ngi tiu dng th v tr ca
Vinataba kh khim tn so vi cc thng hiu khc.

51

4.8.1 Yu t hnh nh thng hiu

Theo kt qu hi qui chng 4, th yu t hnh nh thng hiu c
nh hng rt ln n xu hng tiu dng thuc l cao cp. Vi yu t ny th
Vinataba v tr sau cng. Yu t hnh nh thng hiu c th hin qua cc
c tnh nh s nam tnh, s tr trung, tnh hp thi, s sang trng v lm cho
h cm gic t tin hn khi s dng. Vi nhng c tnh ny, th s cm nhn
ca ngi tiu dng v hnh nh thng hiu ca Vinataba cn thp. iu ny
cho thy ci thin hnh nh thng hiu Vinataba cn phi u t nhiu
hn na trong cng tc marketing c bit l trong vic tip cn v gii thiu
nhng c tnh thng hiu ca mnh n vi ngi tiu dng. V thuc l l
mt hng cm qung co v khuyn mi nn thng qua chin lc marketing
trc tip chng ta c th chuyn ti nhng thng tin trc tip n khch hng.
Bn cnh cng cn c chin lc xy dng hnh nh thng hiu Vinataba
mt cch ng nht mang tnh h thng lu di.
4.8.2 Yu t bao ph thng hiu
Vi yu t ny th Vinataba ch ng trn White Hosre nhng ng sau
cc thng hiu khc. bao ph ca thng hiu l mt nhn t quan trng
tc ng n xu hng tiu dng khch hng. Khch hng s cm thy hi
lng hn khi h c th mua thng hiu ti bt k im bn thuc l no. V
ngc li, ngi tiu dng c th chuyn sang s dng thng hiu khc
(trong iu kin c s tng ng v cc yu t) nu thng hiu m h
mun s dng li khng c sn ti cc im bn hoc rt kh tm ra im
bn thng hiu m h mun mua. Do vy tng bao ph thng hiu
ngoi vic tp trung pht trin knh phn phi truyn thng v knh bn hng
hin i cn ch trng n vic xy dng lc lng bn hng v c cc chnh
sch bn hng i km ph hp vi cc qui nh, ch trng ca Chnh ph v
ngun lc ca Tng cng ty.

52

4.8.3 Yu t nhn bit thng hiu

y cng l yu t c tc ng quan trng n xu hng tiu dng
thuc l cao cp. yu t ny th Vinataba ch ng trn White Horse v c
v tr tng i thp so vi cc thng hiu khc. Ngi tiu dng thng c
xu hng mua thng hiu m h bit. Vi th, tng mc nhn bit v
thng hiu, Vinataba cn phi xy dng mt h thng nhn din thng
hiu. Qua , ngi tiu dng c th bit v thng hiu ca Tng cng ty.
thc hin c iu ny cn phi c nhiu thi gian v ngun lc v cn
c s cam kt u t lu di ca Lnh o Tng cng ty.
4.8.4 Yu t cht lng cm nhn
Cht lng cm nhn c nh hng n xu hng tiu dng thuc l.
Trong yu t ny th ngi tiu dng cm nhn cht lng Vinataba l thp
hn so vi cc thng hiu khc nhng cng khng qu km so vi White
Horse hay Craven A. Tuy nhin, khng th thay i cht lng ca thng
hiu Vinataba v so vi cc thng hiu khc th Vinataba vn dn u v sn
lng v th phn trn c nc. Do , trong di hn Vinataba nn thuyt
phc ngi tiu dng v cht lng sn phm hin c thng qua chin lc
marketing trc tip v cc chin lc khc nhm lm thay i nhn thc ca
khch hng v cht lng thng hiu Vinataba.
4.9 Tm tt
Trong chng 4, trnh by kim nh cc thang o bng h s tinh
cy Cronbach alpha v phn tch nhn t. Kt qu l thang o nhn bit
thng hiu c o lng bng su bin, thang o cht lng cm nhn
c o lng bng bn bin (loi bin PQ_5, PQ_6), thang o hnh nh
thng hiu c o lng bng nm bin (loi bin IMB_6), thang o gi c
cm nhn c o lng bng 3 bin, vi thang o bao ph v thang o xu

53

hng tiu dng th c gi nguyn s bin v c o bng bn bin quan

st.
Kt qu phn tch nhn t cho thy m hnh nghin cu l ph hp vi
thc t. M hnh ny c kim nh phn tch hi qui a bin vi kt qu l
cc yu t c nh hng n xu hng tiu dng thng hiu thuc l cao
cp: (1) hnh nh thng hiu, (2) bao ph ca thng hiu, (3) nhn bit
thng hiu v (4) cht lng cm nhn. V cui cng biu nhn thc
cng c xy dng th hin v tr ca cc thng hiu trong tm tr ngi
tiu dng da trn cc yu t chnh nh hng n xu hng tiu dng .
Chng ny cng trnh by phn nh v thng hiu Vinataba
(bng phng php MDS) da trn cc nhn t nh hng n xu hng tiu
dng thng hiu thuc l cao cp. Qua kt qu nghin cu v tim nng ca
th trng, v tr mi ca Vinataba c th hin trn bn nhn thc.
Chng tip theo s tm tt ton b nghin cu, cc kt qu t c, nhng
hn ch v kin ngh lin quan.

54

CHNG 5
KT LUN
5.1 Gii thiu
Mc ch ca nghin cu ny l nh v thng hiu thuc l Vinataba
ca Tng Cng ty Thuc l Vit Nam. Nhn chung cc mc tiu ra trong
chng 1 c gii quyt bao gm:
1. Khm ph mt s yu t chnh nh hng n xu hng tiu
dng ca khch hng i vi thng hiu thuc l cao cp.
2. Xc nh v tr hin ti ca thng hiu Vinataba trn th
trng thuc l theo nh gi ca ngi tiu dng.
3. nh v thng hiu Vinataba ti th trng Thnh ph H Ch
Minh.
Trong chng 1 m t v ti, nhng yu cu cn thit ca ti,
mc tiu, phm vi, phng php nghin cu cng nh cu trc ca lun vn.
Chng 2 trnh by c s l thuyt v thng hiu, cc bc thc hin trong
qui trnh nh v thng hiu v xut m hnh nghin cu.
Chng 3 tp trung trnh by phng php s dng cho nghin cu,
gm 2 bc chnh: (1) nghin cu s b v (2) nghin cu chnh thc. Nghin
cu s b c thc hin bng phng php nh tnh thng k thut tho
lun nhm. Bc ny nhm khm ph xem cc yu t chnh no c nh
hng n xu hng tiu dng thuc l cao cp. Nghin cu chnh thc c
thc hin bng phng php nh lng thng qua k thut phng vn trc
tip vi mt mu c kch thc n = 354. Cc thang o c nh gi thng
qua h s Cronbach alpha ( tin cy), phn tch nhn t EFA. Sau , phn
tch hi qui a bin v cui cng l biu nhn thc xc nh cc v tr
ca cc thng hiu theo nh gi ca ngi tiu dng.

55

Cc kt qu c th ca nghin cu chnh thc k t bc nh gi

thang o c trnh by chng 4. Chng 5 trnh by cc chng trnh
nh v cho thng hiu Vinataba da vo bn nhn thc v cc yu t
quan trng chng 4. Qua kt qu nghin cu v tim nng ca th trng,
v tr mi ca Vinataba c th hin trn bn nhn thc. thc hin
thnh cng v tr mi ny, Vinataba cn phi hp cc chin lc mt cch
ng b c bit l chin lc phn phi v chin lc marketing trc tip.
Chng 6 l phn cui cng ca ni ni dung lun vn, trnh by
ngha v kt lun, bao gm 3 phn chnh: (1) tm tt ti nghin cu, (2)
cc kt qu v ng gp ca nghin cu, (3) cc hn ch v kin ngh ca
nghin cu ny v gi cho nghin cu tip theo.
5.2 Kt qu nghin cu v kin ngh
5.2.1 Thang o cc yu t
Kt qu kim nh thang o cho thy a s c kt qu ph hp. Thang
o nhn bit thng hiu c o lng bng su bin, thang o cht lng
cm nhn c iu chnh cn 4 bin (loi b bin PQ_5, PQ_6), thang o
hnh nh thng hiu c iu chnh cn 5 bin (loi bin IMB_6), thang o
gi c cm nhn c o lng bng ba bin, thang o bao ph c o
lng bng bn bin v thang o xu hng tiu dng c o lng bng bn
bin. Sau khi iu chnh, cc thang o u t tin cy v gi tr cho
php.
5.2.2 Kt qu m hnh hi qui
Kt qu m hnh hi qui tuyn tnh cho thy ch c bn yu t cc nh
hng n xu hng tiu dng thuc l cao cp. Cc yu t l: (1) hnh
nh thng hiu, (2) bao ph ca thng hiu, (3) nhn bit thng hiu
v (4) cht lng cm nhn.

56

5.2.3 Kt qu biu nhn thc.

Theo kt qu trong chng 4, yu t nh hng n xu hng tiu
dng th Vinataba c v tr khin tn. Vinataba ch ng trn White Horse v
yu t bao ph v nhn bit thng hiu. i th cnh tranh ln ca
Vinataba l Jet, Craven A v White Horse.
5.2.4 Kin ngh
V mt thc tin, kt qu nghin cu cung cp cho cc nh qun l
ca Vinataba mt ci nhn chi tit hn v:
1. Mt s yu t chnh nh hng n xu hng tiu dng thuc l
cao cp ti Thnh ph H Ch Minh
2. V tr hin ti ca thng hiu Vinataba so vi cc thng hiu
cnh tranh khc ti Thnh ph H Ch Minh.
3. Chin lc pht trin thng hiu Vinataba t n v tr mi.
Qua nghin cu cho thy, thng hiu Jet v Craven A c ngi
tiu dng nh gi kh cao v yu t nhn bit thng hiu v bao ph ca
thng hiu. Trong khi thng hiu 555 v Marlboro c nh gi cao
yu t hnh nh thng hiu v cht lng cm nhn. Vinataba v White
Hosre c nh gi kh thp c 4 yu t.
Trong nhng nm gn y, th trng thuc l cao cp c s cnh
tranh quyt lit. Ti th trng Thnh ph H Ch Minh, thng hiu Craven
A xc nh v th vng chc ca mnh. Thng hiu Marlboro v 555
tng bc th hin hnh nh thng hiu ni ting ca mnh. White Horse
cng rt kin nhn trong vic thm nhp vo th trng ny. Jet l thng
hiu nhp lu nhng mc n nh ca thng hiu ny l kh cao. Cc
thng hiu mi nh Pall Mall, West, Winston cng ang thm nhp th
trng nhng vi tc rt chm. Do , y cng l c hi v thch thc
Vinataba tng bc pht trin th trng ny.

57

Theo nghin cu, cc yu t hnh nh thng hiu, bao ph, nhn

bit thng hiu v cht lng cm nhn c nh hng n xu hng tiu
dng ca khch hng. Do vy, Vinataba cn truyn ti nhng yu t ny n
khch hng mt cch tch cc v hiu qu nht. c bit ch trng n vic
pht trin h thng phn phi, Tng cng cc hot ng marketing trc tip
cung cp thng tin cho ngi tiu dng nhng c tnh v thng hiu
nh: cht lng, gi c, phn phi Qu trnh ny i hi phi tin hnh mt
cch ng b v c chin lc c th, bn cnh cn phi c s cam kt v
quyt tm t Ban lnh o cng nh cc nh qun l cao cp ca Vinataba.
5.3 Cc hn ch v hng nghin cu tip theo
Cng vi nhng ng gp trn th nghin cu ny cng c nhng hn
ch sau:
Th nht, nghin cu chn mu theo phng php thun tin (phi xc
sut) nn tnh i din khng cao. V vy tnh tng qut ho ca kt qu
nghin cu s cao hn nu cc nghin cu tip theo lp li nghin cu ny vi
mu c chn theo xc sut.
Th hai, nghin cu ny ch c thc hin ti Thnh ph H Ch
Minh nn kh nng tng qut cng cha cao, v mi th trng c c tnh
khc nhau v vn ho, thu nhp, li sng, s thch nn cc yu t c nh
hng n xu hng tiu dng cng c th khc nhau. V vy cn c nhng
nghin cu tng t lp li cc khu vc khc nhau c ci nhn chnh xc
hn.
Th ba, nghin cu ny cha xem xt n yu t tui tc ca ngi
c phng vn c tc ng nh th no i vi xu hng tiu dng thuc l
cao cp. Bi v, c th c s khc nhau v tui trong vic tc ng n xu
hng tiu dng. Do , cng cn c thm nhng phn tch, so snh nhng

58

tui khc nhau c th hiu r hn xu hng tiu dng ca khch hng

mc tiu m cng ty la chn.
Cui cng, nghin cu ny ch xem xt mt phn ca hn hp tip th
(sn phm, phn phi, gi c). C th c nhiu thuc tnh thng hiu khc
na gp phn vo vic gii thch xu hng tiu dng v th hin trn biu
nh v nh: xut x thng hiu, tc ng ca ngi bn, tc ng ca chiu
th, lng trung thnh thng hiu, vv. Vn ny a ra mt hng na cho
cc nghin cu tip theo.

59

TI LIU THAM KHO

Ting Vit
1. Alice, M.T., & Tim, C (2008), Kellogg bn v thng hiu, NXB Vn ha
Si Gn, TP. H Ch Minh.
2. L Quang Bnh (2008), Thi ca ngi tiu dng i vi chiu th trong
vic xy dng gi tr trng hiu kem nh rng ti th trng TPHCM,
Lun vn thc s- i hc Kinh t TPHCM.
3. Nguyn Phng Co (2004), nh v thng hiu xe gn my Jupiter ca
cng ty Yamaha Vit Nam, Lun vn thc s- i hc Bch khoa TPHCM.
4. L L Ngc Dim (2007), nh v thng hiu dch v in thoi di ng
CDMA ca Cng ty Thng tin Vin thng in lc (Evntelecom), Lun
vn thc s- i hc Bch khoa TPHCM.
5. David J., Rubin R.S. (2005), nghin cu marketing, NXB Thng k, H
Ni.
6. Nguyn Th Kim Loan (2006), nh v thng hiu nc ung tinh khit
Dapha ti Cng ty C phn i Pht, Lun vn thc s- i hc Bch
khoa TPHCM.
7. Paul, T (2008), Qun tr thng hiu cao cp t tm nhn chin lc n
nh gi, Nh xut bn Tr, TP. H Ch Minh.
8. Philip Kotler (2000), Nhng nguyn l tip th, NXB Thng k, H Ni.
9. Nguyn nh Th & Nguyn Th Mai Trang (2002), Nghin cu cc thnh
phn ca gi tr thng hiu v o lng chng trong th trng hng tiu
dng ti Vit Nam, B2002-22-33, Trng i hc Kinh t TPHCM.
10. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu khoa hc
Marketing ng dng m hnh cu trc tuyn tnh SEM, NXB i hc Quc
gia TPHCM, TP.H Ch Minh.

60

11. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nguyn l

Marketing, NXB i hc Quc gia TPHCM, TP.H Ch Minh.
12. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu th
trng, NXB i hc Quc gia TPHCM, TP.H Ch Minh.
13. Nguyn Th Phng Trm (2008), Cht lng dch v ngn hng in t:
so snh gia m hnh Servqual v Gronroos, Lun vn thc s- i hc
Kinh t TP.H Ch Minh.
14. Hong Trng- Chu Nguyn Mng Ngc (2005), phn tch d liu nghin
cu vi SPSS, NXB Thng k, TP. H Ch Minh.
Ting Anh
1. Aaker, J (1997), Dimensions of Brand Personality, Journal of Marketing
Research, 34 (8): 347-357.
2. Aaker, D. A (1996), Building Strong Brands, New York: The Free Press.
3. Ambler, & Styles (1996), Brand development versus new product
development: Towards a process model of extension, Marketing
intelligence & Planning, 14(7): 10-9.
4. Ajzen, I., & Fishbein, M (1980), Understanding Attitudes and Predicting
Social Behaviour, Upper saddle River, NJ: Prentice-Hall.
5. Boyd, H.W., Walker, O.C., & Larrch, J.C (2002), Marketing
Management: A Strategic Approach with A Global Orientation, 4th ed,
Boston, MA: McGrawHill.
6. Chang & Wildt (1994), Price, Product Information, and Purchase Intention:
An Empirical Study, Journal of the Academy of Marketing Science, 22(1):
16-27.
7. Churchill, Gilbert, A (1979), A Paradigm for Developing Better Measures
of Marketing Constructs, Journal of Marketing Reasearch, 16(2): 64-73.

61

8. Coxon, A.P.M., & Jones, Charles (1980). Multidimensional scaling:

Exploration to confirmation, Quality and Quantity, 14(1), 31-73.
9. Davis, S (2002), Implementing your BAM strategy: 11 steps to making
your brand a more valueable business assest, Journal of Consumer
Marketing, 19(6): 503-13.
10. Dodds, W.B (1991), In search of value: how price and store name
information influence buyers product perceptions, Journal of Services
Marketing, 5 (summer), 27-36.
11. Donald, R.C., & Pamela, S.S (2003), Business Research Methods, New
York: McGraw- Hill.
12. Erickson, G., Johansson, J.K (1985), Price-quality relationship and trade
barriers, International Marketing Review, 2(3): 52-63.
13. Gerbing, D.W. & Anderson, J.C (1988), An updated paradigm for scale
development incorporating unidimensionality and its assessment, Journal
of Marketing Reasearch, 25(may): 186-92.
14. Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C (1998),
Multivariate Data Analysis, 5 th ed, Upper saddle River, NJ: Prentice -Hall.
15. Hankinson, G., & Cowking, P (1996), The reality of Global Brands,
London: McGraw-Hill.
16. Jabnoun, N., Al-Tamimi, H.A.H (2003), Measuring perceived service
quality at UAE commercial banks, International Journal of Quality &
Reliability Management, 20(4): 458-72.
17. Keller, K.L (1993), Conceptualizing, measuring, and managing customerbased brand equty, Journal of Marketing, 57(1): 1-22.
18. Keller, K.L (1998), Strategic Brand Management, Upper saddle River,
NJ: Prentice Hall.

62

19. Kruskal, J. B (1964), Multidimensional scaling by optimizing goodness of

fit to a nonmetric hypothesis, Psychometrika, 29: 1-27.
20. Kruskal, J.B., & Wish, M (1978), Multidimensional scaling, Sage
University Paper Series on Quantitaive Applications in the Social
Sciences, Beverly Hills, CA: Sage Publications.
21. Kurde, J (2002), Unique Now or Nerver: The Brand is the Company
Driver in the New Value Economy, London- New York, Prentice Hall.
22. Lassar. W., Mittal, B., & Sharma, A (1995), Measuring customer-based
brand equity, Journal of Consumer Marketing, 12(4): 11-9.
23. Lee, H., Lee, Y., Yoo, D (2000), The determinants of perceived service
quality and its relationship with satisfaction, Journal of the Services
Marketing, 14: 217-231.
24. Levitt, T (1981), Marketing intangible products and product intangibles,
Harvard Business Review, May June: 94-102.
25. Nunnally, J.C., & Burnstein, I.H (1994), Psychometric Theory, 3

rd

ed.,

New York: McGraw- Hill.

26. Stewart, D.W., & Shamdasani, P.N (1990), Focus Groups: Theory and
Practice, Newbury Park, CA: Sage Publications.
27. Tabachnick, B.G., & Fidell, L.S (1996), Using Multivariate Statistics,
Harper Collins College, New York.
28. Winer, R. S (1986), A Reference Price Model of Brand Choice for
Frequently Purchased Products, Journal of Consumer Research, 13 (2):
250-256.
Cc web site tham kho
1. http://www.vinataba.com.vn
2. http://www.lantabrand.com
3. http://www.gso.gov.vn

63

PH LC
PH LC 1: DN BI THO LUN NHM
Phn gii thiu
Xin cho cc bn, ti l Hunh Thin Quy, l thnh vin ca nhm
nghin cu v thng hiu thuc Trng i hc Kinh t TPHCM. Hm nay,
chng ti rt hn hnh c n tip cc bn chng ta cng nhau tho lun
mt s vn v cc thng hiu thuc l. Rt mong s tham gia tch cc ca
cc bn v cng xin lu l khng c quan im no l ng hay sai c, tt c
cc quan im ca cc bn u c gi tr cho cuc nghin cu ca chng ti.
Phn chnh ca cuc tho lun
I. Nhn bit thng hiu
1. Cc bn bit nhng thng hiu thuc l cao cp no? V sao bn bit
chng? Trong tnh hung no? Bn c th phn bit c thng hiu
ny vi thng hiu khc khng? Nhng im no v v sao chng lm
bn c th phn bit c v khng phn bit c?
2. By gi chng ti a ra cc cu hi sau y xin bn cho bit (1) cc
bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu hi ny
mun ni ln iu g? Ti sao? (3) Nu nh gi mc nhn bit ca
bn v mt thng hiu no th cn thm g v bt g? Ti sao?
1. Ti bit c thuc l X
2. Ti c th d dng nhn bit X trong cc loi thuc l khc
3. Ti c th d dng phn bit thuc l X vi cc loi thuc l
khc
4. Cc c im ca thuc l X c th n vi ti mt cch nhanh
chng

64

5. Ti c th nh v nhn bit logo ca thuc l X mt cch nhanh

chng
6. Mt cch tng qut, khi nhc n thuc l X ti c th d dng
hnh dung ra n
II. Cht lng cm nhn
1. Khi ni n cht lng ca mt thng hiu thuc l no , bn ngh
ngay n iu g? V sao bn ngh nh vy? nhng du hiu no ni
n cht lng ca thng hiu thuc l? V sao? Nu mt thng
hiu thuc l c cht lng bn c sn lng mua n hay khng? V sao?
2. By gi chng ti a ra nhng cu hi sau y xin cc bn cho bit
(1) cc bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu
hi ny mun ni ln iu g? Ti sao? (3) Nu nh gi cht lng ca
mt thng hiu thuc l no th cn thm bt iu g? Ti sao?
1. Hng ca thuc l X rt thm
2. Thuc l X c v m
3. Thuc l X c nng va phi
4. Ht thuc l X khng b gt c
5. Thuc l X c cht lng ng tin cy hn cc thng hiu khc
6. Ni mt cch tng qut cht lng ca thuc l X rt cao
III. Hnh nh thng hiu
1. Khi ni n hnh nh ca mt thng hiu thuc l no , bn ngh
ngay iu g? V sao bn ngh nh vy? Nhng biu hin no ni ln
hnh nh ca thng hiu ? Ti sao? Nu hnh nh thng hiu
th hin c tnh ca bn th bn c nh mua n hay khng? V sao?
2. By gi chng ti a ra nhng cu hi sau y xin cc bn cho bit
(1) cc bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu

65

hi ny mun ni ln iu g? Ti sao? (3) Nu ni v mt hnh nh

thng hiu thuc l no th cn thm g v bt g? Ti sao?
1. Ti ngh rng thng hiu X rt nam tnh
2. Thng hiu X th hin i v hp thi
3. Thng hiu X th hin phong cch snh iu
4. Ti ngh rng thng hiu X lm ti t tin hn
5. Ti ngh rng thng hiu X th hin s tr trung
6. Nhn chung, thng hiu X l ng tin cy
IV. Gi c cm nhn
1. Khi ni n gi c ca mt thng hiu thuc l no , bn ngh ngay
n iu g? V sao bn ngh nh vy? Nhng du hiu no ni ln gi
c ca mt thng hiu thuc l? Ti sao? Nu bn cho l gi c ca
mt thng hiu thuc l no l hp l th bn c nh mua hay
khng? Ti sao?
2. By gi chng ti a ra nhng cu hi sau y xin cc bn cho bit
(1) cc bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu
hi ny mun ni ln iu g? Ti sao? (3) Nu ni v gi c ca mt
thng hiu thuc l no th cn thm g v bt g? Ti sao?
1. Gi c ca thng hiu thuc l X so vi cht lng l hp l
2. Gi c ca thng hiu thuc l X c tnh cnh tranh cao
3. Nhn chung gi c ca thng hiu thuc l X l hp l
V. bao ph ca thng hiu
1. Khi ni v bao ph ca thng hiu thuc l bn ngh ngay n iu
g? V sao bn ngh nh vy? Nhng du hiu no ni ln mc bao
ph ca thng hiu thuc l? Ti sao? Nu mt thng hiu thuc l
no c bao ph tt th c nh hng n vic tiu dng ca bn
v thng hiu thuc l khng? V sao?

66

2. By gi chng ti a ra nhng cu hi sau y xin cc bn cho bit

(1) cc bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu
hi ny mun ni ln iu g? Ti sao? (3) Nu ni v bao ph ca
mt thng hiu thuc l no th cn thm g v bt g? Ti sao?
1. Thng hiu thuc l X rt ph bin
2. Ti bit chnh xc ni c bn thuc l X
3. Ti d dng mua thuc l X ti bt k im bn thuc l no
4. Thuc l X lun sn c ti cc im bn
VI. Xu hng tiu dng
1. Khi c nh mua mt thng hiu thuc l, bn ngh rng bn s mua
nh th no? Ti sao?
2. By gi chng ti a ra nhng cu hi sau y xin cc bn cho bit
(1) cc bn c hiu c cu hi khng? Ti sao? (2) Theo bn cc cu
hi ny mun ni ln iu g? Ti sao? (3) Nu ni v nh mua mt
thng hiu thuc l no th cn thm g v bt g? Ti sao?
1. Kh nng mua thuc l X ca ti rt cao
2. Ti ngh rng nu i mua thuc l ti s mua thuc l X
3. Xc sut ti mua thuc l X rt cao
4. Ti tin rng, thuc l X l s la chn s 1 ca ti.
TRN TRNG CM N S HP TC CA CC BN.

67

PH LC 2: BNG CU HI NGHIN CU NH LNG

Knh cho anh, chng ti l nhm nghin cu thuc Trng i hc
Kinh t TPHCM. Hin nay, chng ti ang thc hin mt cuc nghin cu
nhm mc ch tm hiu v xu hng tiu dng thuc l. Xin anh lu rng
khng c cu tr li no l ng hay sai. Cc cu tr li ca anh u c gi tr
nghin cu i vi chng ti.
Phng vn lc.gi, ngy//2009. Phng vn bi(01)
Tn ngi tr li:..(02)
in thoi ngi tr li:(03)
a ch ngi tr li: S nh ng.. Phng. Qun.. (04)
Tn thng hiu thuc l m anh ang s dng ..(05)
Thng hiu thuc l: (X). (06)
Xin vui lng cho bit mc ng ca anh trong cc pht biu di y v
thng hiu thuc l X theo qui c:
1. Hon ton phn i
2. Phn i
3. Trung ha
4. ng
5. Hon ton ng
(Xin vui lng khoanh trn mt con s thch hp cho tng pht biu)
Nhn bit thng hiu thuc l
1
2

Ti bit c thuc l X
Ti c th d dng nhn bit X trong cc loi thuc l
khc

1 2 3 4 5
1 2 3 4 5

68

3 Ti c th d dng phn bit X vi cc loi thuc l khc

4 Cc c im ca X c th n vi ti mt cch nhanh
chng
5 Ti c th nh v nhn bit logo ca X mt cch nhanh
chng
6 Mt cch tng qut, khi nhc n thuc l X ti c th d
dng hnh dung ra n
Cht lng cm nhn
7 Hng ca thuc l X rt thm
8 Thuc l X c v m
9 Thuc l X c nng va phi
10 Ht thuc l X khng b gt c
11 Thuc l X c cht lng ng tin cy hn cc thng
hiu khc
12 Mt cch tng qut cht lng ca thuc l X rt cao
Hnh nh thng hiu
13 Ti ngh rng thuc l X rt nam tnh
14 Thng hiu thuc l X th hin i v hp thi
15 Thng hiu thuc l X th hin phong cch snh iu
16 Ti ngh rng thng hiu thuc l X lm ti t tin hn
17 Ti ngh rng thng hiu thuc l X th hin s tr trung
18 Nhn chung, thng hiu thuc l X l ng tin cy

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

5
5
5
5

1 2 3 4 5
1 2 3 4 5

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

Gi c cm nhn
19 Gi c ca thuc l X so vi cht lng l hp l
20 Gi c ca thuc l X c tnh cnh tranh cao
21 Nhn chung gi c ca thuc l X l hp l
bao ph ca thng hiu
22 Thng hiu thuc l X rt ph bin
23 Ti bit chnh xc ni c bn thuc l X
24 Ti d dng mua thuc l X ti bt k im bn thuc l
no
25 Thuc l X lun sn c ti cc im bn
Xu hng tiu dng
26 Kh nng mua thuc l X ca ti rt cao
27 Ti ngh rng nu i mua thuc l ti s mua thuc l X
28 Xc sut ti mua thuc l X rt cao
29 Ti tin rng, thuc l X l s la chn s 1 ca ti

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

5
5
5
5

69

30. Xin vui lng cho bit anh thuc nhm tui no di y:
18-24

25-31

32-38

39-45

46-52

31. Xin vui lng cho bit mc hc vn ca anh

Ph thng trung hc

Trung hc/Cao ng

i hc

Trn i hc

Khc

32. Xin vui lng cho bit ngh nghip hin nay ca anh
K thut vin

Ngh chuyn mn

Gim c/ qun l cao cp

Gim c/ qun l cp trung

Nhn vin vn phng

Cng nhn sn xut

Sinh vin

Ngh t do

33. Xin vui lng cho bit mc thu nhp hng thng ca anh
Di 3 triu ng

T 3.1 n 5 triu ng

T 5.1 n 7 triu ng

T 7.1 n 10 triu ng

Trn 10 triu ng

Xin chn thnh cm n s hp tc nhit tnh ca anh.

70

PH LC 3: PHN TCH TIN CY CRONBACH ALPHA

Ph lc 3.1 tin cy Cronbach Alpha.
1. Thang o nhn bit thng hiu
Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.883

N of Items
.884

Item Statistics
Mean

Std. Deviation

Toi biet duoc thuoc la X

3.9859

.97697

354

Toi co the de dang nhan biet X trong cac loai thuoc la khac

3.8023

1.04862

354

Toi co the de dang phan biet X voi cac loai thuoc la khac

3.6921

1.13836

354

Cac dac diem cua X co the den voi toi mot cach nhanh chong

3.4209

1.16644

354

Toi co the nho va nhan biet logo cua X mot cach nhanh chong

3.4972

1.24652

354

3.6667

1.12739

354

Mot cach tong quat, khi nhac den thuoc la X toi co the hinh
dung ra no

Summary Item Statistics

Mean
Item Means

3.677

Minimum

Maximum

3.421

Range

3.986

Maximum / Minimum

.565

Variance N of Items

1.165

.042

Item-Total Statistics

Toi biet duoc thuoc la X

Toi co the de dang nhan biet X trong
cac loai thuoc la khac
Toi co the de dang phan biet X voi cac
loai thuoc la khac
Cac dac diem cua X co the den voi toi
mot cach nhanh chong

Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

18.0791

21.846

.627

.419

.873

18.2627

20.461

.734

.572

.857

18.3729

19.968

.714

.558

.859

18.6441

19.641

.728

.553

.857

71

Toi co the nho va nhan biet logo cua X

mot cach nhanh chong
Mot cach tong quat, khi nhac den thuoc
la X toi co the hinh dung ra no

18.5678

19.810

.645

.451

.873

18.3983

19.912

.730

.549

.857

Scale Statistics
Mean

Variance

Std. Deviation

22.0650

28.526

N of Items
5.34093

2. Thang o cht lng cm nhn

Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.786

N of Items
.791

Item Statistics
Mean

Std. Deviation

Huong cua thuoc la X rat thom

3.3107

1.14627

354

Thuoc la X co vi dam da

3.2175

1.17125

354

Thuoc la X co do nang vua phai

3.3672

1.06750

354

Hut thuoc la X khong bi gat co

3.1893

1.20000

354

Thuoc la X co chat luong dang tin cay hon cac thuong hieu khac

3.2175

1.02137

354

Mot cach tong quat, chat luong cua thuoc la X rat cao

3.2627

.95296

354

Summary Item Statistics

Maximum /
Mean
Item Means

3.261

Minimum
3.189

Maximum
3.367

Range
.178

Minimum
1.056

Variance N of Items
.005

72

Item-Total Statistics
Scale

Corrected

Squared

Cronbach's

Scale Mean if

Variance if

Item-Total

Multiple

Alpha if Item

Item Deleted

Item Deleted

Correlation

Correlation

Deleted

Huong cua thuoc la X rat thom

16.2542

14.604

.572

.360

.745

Thuoc la X co vi dam da

16.3475

15.066

.494

.291

.765

Thuoc la X co do nang vua phai

16.1977

15.751

.477

.252

.768

Hut thuoc la X khong bi gat co

16.3757

14.875

.499

.278

.765

16.3475

15.145

.597

.477

.740

16.3023

15.503

.602

.485

.741

Thuoc la X co chat luong dang tin

cay hon cac thuong hieu khac
Mot cach tong quat, chat luong cua
thuoc la X rat cao

Scale Statistics
Mean

Variance

19.5650

Std. Deviation
20.932

N of Items

4.57515

3. Thang o hnh nh thng hiu

Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.845

N of Items
.845

Item Statistics
Mean

Std. Deviation

Toi nghi rang thuoc la X rat nam tinh

3.3023

1.03844

354

Thuong hieu thuoc la X thi hien dai va hop thoi

3.0819

1.08116

354

Thuong hieu thuoc la X the hien phong cach sanh dieu

2.9435

1.04958

354

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

2.9237

1.07369

354

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

2.8616

1.02961

354

Nhin chung, thuong hieu thuoc la X la dang tin cay

3.3842

1.07476

354

73

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

3.083

Maximum

2.862

Minimum

Range

3.384

.523

Variance

1.183

N of Items

.047

Item-Total Statistics

Toi nghi rang thuoc la X rat nam tinh

Thuong hieu thuoc la X thi hien dai
va hop thoi
Thuong hieu thuoc la X the hien
phong cach sanh dieu
Toi nghi rang thuong hieu thuoc la X
lam toi tu tin hon
Toi nghi rang thuong hieu thuoc la X
the hien su tre trung
Nhin chung, thuong hieu thuoc la X la
dang tin cay

Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

15.1949

16.633

.589

.380

.826

15.4153

15.677

.684

.490

.808

15.5537

16.033

.663

.472

.812

15.5734

16.160

.624

.421

.820

15.6356

16.533

.610

.375

.822

15.1130

16.497

.579

.339

.829

Scale Statistics
Mean

Variance
18.4972

Std. Deviation
22.704

N of Items

4.76487

4. Thang o gi c thng hiu

Reliability Statistics
Cronbach's Alpha
.783

Cronbach's Alpha Based on Standardized Items

N of Items
.781

74

Item Statistics
Mean

Std. Deviation

Gia cua thuoc la X so voi chat luong la hop ly

3.3757

1.09212

354

Gia ca thuoc la X co tinh canh tranh cao

3.0480

1.07004

354

Nhin chung, gia ca thuoc la X la hop ly

3.3277

1.12905

354

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

3.250

Maximum

3.048

Range

3.376

Minimum

.328

Variance N of Items

1.108

.031

Item-Total Statistics

Gia cua thuoc la X so voi chat

luong la hop ly
Gia ca thuoc la X co tinh canh
tranh cao
Nhin chung, gia ca thuoc la X la
hop ly

Scale

Corrected

Squared

Cronbach's

Scale Mean if

Variance if

Item-Total

Multiple

Alpha if Item

Item Deleted

Item Deleted

Correlation

Correlation

Deleted

6.3757

3.538

.688

.580

.632

6.7034

4.340

.465

.222

.863

6.4237

3.293

.730

.604

.580

Scale Statistics
Mean

Variance

9.7514

Std. Deviation
7.558

N of Items

2.74926

5. Thang o bao ph ca thng hiu

Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.860

N of Items
.859

75

Item Statistics
Mean

Std. Deviation

Thuong hieu thuoc la X rat pho bien

3.5141

1.17388

354

Toi biet chinh xac noi ban thuoc la X

3.7514

1.09612

354

Toi de dang mua thuoc la X tai bat ky diem ban thuoc la nao

3.6299

1.23971

354

Thuoc la X luon san co tai cac diem ban

3.5989

1.22190

354

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

3.624

Maximum

3.514

Range

3.751

Minimum

.237

Variance N of Items

1.068

.010

Item-Total Statistics
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

Thuong hieu thuoc la X rat pho bien

Toi biet chinh xac noi ban thuoc la X
Toi de dang mua thuoc la X tai bat ky
diem ban thuoc la nao
Thuoc la X luon san co tai cac diem
ban

10.9802

9.838

.624

.395

.855

10.7429

10.129

.643

.427

.847

10.8644

8.474

.804

.673

.779

10.8955

8.796

.762

.627

.798

Scale Statistics
Mean

Variance

14.4944

Std. Deviation
15.814

N of Items
3.97673

6. Thang o xu hng tiu dng

Reliability Statistics
Cronbach's Alpha
.907

Cronbach's Alpha Based on Standardized Items

N of Items
.908

76

Item Statistics
Mean

Std. Deviation

Kha nang mua thuoc la X cua toi rat cao

2.8390

1.09831

354

Toi nghi rang neu di mua thuoc la toi se mua thuoc la X

2.7881

1.23810

354

Xac suat toi mua thuoc la X rat cao

2.9040

1.16212

354

Toi tin rang, thuoc la X la su lua chon so 1 cua toi

2.5791

1.25308

354

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

2.778

Maximum

2.579

Range

2.904

Minimum

.325

Variance N of Items

1.126

.020

Item-Total Statistics

Kha nang mua thuoc la X cua toi rat

cao
Toi nghi rang neu di mua thuoc la toi
se mua thuoc la X
Xac suat toi mua thuoc la X rat cao

Toi tin rang, thuoc la X la su lua chon

so 1 cua toi

Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

8.2712

10.935

.765

.587

.889

8.3220

9.726

.834

.699

.864

8.2062

10.385

.796

.645

.878

8.5311

10.006

.772

.605

.887

Scale Statistics
Mean
11.1102

Variance

Std. Deviation
17.696

4.20667

N of Items
4

77

Ph lc 3.2 tin cy Crobach Alpha sau khi loi cc bin khng ph

hp
3.2.1 Thang o hnh nh thng hiu
Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.829

N of Items
.828

Item Statistics
Mean

Std. Deviation

Toi nghi rang thuoc la X rat nam tinh

3.3023

1.03844

354

Thuong hieu thuoc la X thi hien dai va hop thoi

3.0819

1.08116

354

Thuong hieu thuoc la X the hien phong cach sanh dieu

2.9435

1.04958

354

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

2.9237

1.07369

354

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

2.8616

1.02961

354

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

3.023

Maximum

2.862

Range

3.302

.441

Minimum
1.154

Variance

N of Items

.031

Item-Total Statistics

Toi nghi rang thuoc la X rat nam tinh

Thuong hieu thuoc la X thi hien dai va
hop thoi
Thuong hieu thuoc la X the hien phong
cach sanh dieu
Toi nghi rang thuong hieu thuoc la X
lam toi tu tin hon

Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

11.8107

11.429

.568

.356

.810

12.0311

10.540

.682

.483

.778

12.1695

10.787

.668

.470

.782

12.1893

10.992

.611

.403

.799

78

Item-Total Statistics

Toi nghi rang thuoc la X rat nam tinh

Thuong hieu thuoc la X thi hien dai va
hop thoi
Thuong hieu thuoc la X the hien phong
cach sanh dieu
Toi nghi rang thuong hieu thuoc la X
lam toi tu tin hon
Toi nghi rang thuong hieu thuoc la X
the hien su tre trung

Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

11.8107

11.429

.568

.356

.810

12.0311

10.540

.682

.483

.778

12.1695

10.787

.668

.470

.782

12.1893

10.992

.611

.403

.799

12.2514

11.305

.597

.359

.802

Scale Statistics
Mean

Variance

15.1130

Std. Deviation
16.497

N of Items
4.06166

3.2.2 Thang o cht lng cm nhn

Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

.695

N of Items
.696

Item Statistics
Mean

Std. Deviation

Huong cua thuoc la X rat thom

3.3107

1.14627

354

Thuoc la X co vi dam da

3.2175

1.17125

354

Thuoc la X co do nang vua phai

3.3672

1.06750

354

Hut thuoc la X khong bi gat co

3.1893

1.20000

354

79

Summary Item Statistics

Maximum /
Mean
Item Means

Minimum

3.271

Maximum

3.189

Range

3.367

.178

Minimum

Variance

1.056

N of Items

.007

Item-Total Statistics
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if Item

Deleted

Item Deleted

Correlation

Correlation

Deleted

Huong cua thuoc la X rat thom

9.7740

6.657

.512

.295

.610

Thuoc la X co vi dam da

9.8672

6.705

.482

.278

.629

Thuoc la X co do nang vua phai

9.7175

7.161

.473

.241

.636

Hut thuoc la X khong bi gat co

9.8955

6.745

.452

.233

.649

Scale Statistics
Mean
13.0847

Variance

Std. Deviation
11.001

N of Items
3.31682

80

PH LC 4: PHN TCH NHN T KHM PH EFA

Ph lc 4.1 Phn tch nhn t khm ph EFA ln 1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square
df
Sig.

.890
4316.395
300.000
.000

81

Communalities
Extra
Initial

ction

Toi biet duoc thuoc la X

1.000

.576

Toi co the de dang nhan biet X trong cac loai thuoc la khac

1.000

.695

Toi co the de dang phan biet X voi cac loai thuoc la khac

1.000

.694

Cac dac diem cua X co the den voi toi mot cach nhanh chong

1.000

.681

Toi co the nho va nhan biet logo cua X mot cach nhanh chong

1.000

.581

Mot cach tong quat, khi nhac den thuoc la X toi co the hinh dung ra no

1.000

.665

Huong cua thuoc la X rat thom

1.000

.581

Thuoc la X co vi dam da

1.000

.481

Thuoc la X co do nang vua phai

1.000

.466

Hut thuoc la X khong bi gat co

1.000

.489

Thuoc la X co chat luong dang tin cay hon cac thuong hieu khac

1.000

.597

Mot cach tong quat, chat luong cua thuoc la X rat cao

1.000

.575

Toi nghi rang thuoc la X rat nam tinh

1.000

.499

Thuong hieu thuoc la X thi hien dai va hop thoi

1.000

.649

Thuong hieu thuoc la X the hien phong cach sanh dieu

1.000

.669

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

1.000

.566

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

1.000

.529

Nhin chung, thuong hieu thuoc la X la dang tin cay

1.000

.534

Gia cua thuoc la X so voi chat luong la hop ly

1.000

.813

Gia ca thuoc la X co tinh canh tranh cao

1.000

.535

Nhin chung, gia ca thuoc la X la hop ly

1.000

.832

Thuong hieu thuoc la X rat pho bien

1.000

.584

Toi biet chinh xac noi ban thuoc la X

1.000

.642

Toi de dang mua thuoc la X tai bat ky diem ban thuoc la nao

1.000

.814

Thuoc la X luon san co tai cac diem ban

1.000

.785

Extraction Method: Principal Component Analysis.

82

Total Variance Explained

Extraction Sums of Squared

Rotation Sums of Squared

Loadings

Loadings

Initial Eigenvalues

Component Total

% of

Cumulative

Variance

Total

% of

Cumulative

Variance

% of
Total Variance

Cumulative
%

8.137

32.549

32.549

8.137

32.549

32.549 3.891

15.563

15.563

2.628

10.510

43.059

2.628

10.510

43.059 3.773

15.093

30.656

2.031

8.124

51.183

2.031

8.124

51.183 2.984

11.938

42.594

1.469

5.875

57.059

1.469

5.875

57.059 2.708

10.832

53.426

1.269

5.077

62.135

1.269

5.077

62.135 2.177

8.710

62.135

.905

3.622

65.757

.846

3.385

69.142

.765

3.059

72.201

.678

2.711

74.912

10

.628

2.510

77.422

11

.623

2.492

79.914

12

.567

2.268

82.182

13

.524

2.095

84.277

14

.453

1.812

86.089

15

.446

1.782

87.871

16

.419

1.676

89.547

17

.395

1.579

91.126

18

.354

1.415

92.541

19

.341

1.365

93.906

20

.338

1.354

95.260

21

.288

1.153

96.412

22

.273

1.091

97.503

23

.232

.927

98.431

24

.216

.865

99.296

25

.176

.704

100.000

Extraction Method: Principal Component Analysis.

83

84

Rotated Component Matrixa

Component
1

Toi biet duoc thuoc la X

.726

.045

.099

.144

.131

Toi co the de dang nhan biet X trong cac loai thuoc la khac

.772

.177

.194

.173

-.011

Toi co the de dang phan biet X voi cac loai thuoc la khac

.802

.184

.063

.086

.072

Cac dac diem cua X co the den voi toi mot cach nhanh chong

.789

.151

.087

.159

.046

Toi co the nho va nhan biet logo cua X mot cach nhanh chong

.657

.144

.352

.062

.031

.744

.087

.219

.200

.126

Huong cua thuoc la X rat thom

.234

.107

.083

.700

.133

Thuoc la X co vi dam da

.243

.088

.044

.614

.188

Thuoc la X co do nang vua phai

.062

.174

.190

.629

.004

Hut thuoc la X khong bi gat co

.053

.204

.058

.656

.107

.189

.529

.046

.513

.125

Mot cach tong quat, chat luong cua thuoc la X rat cao

.162

.486

.099

.550

.020

Toi nghi rang thuoc la X rat nam tinh

.145

.635

.155

.135

.181

Thuong hieu thuoc la X thi hien dai va hop thoi

.109

.764

.176

.108

.102

Thuong hieu thuoc la X the hien phong cach sanh dieu

.085

.806

.045

.104

.001

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

.175

.702

.072

.163

.103

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

.053

.670

.146

.189

.145

Nhin chung, thuong hieu thuoc la X la dang tin cay

.240

.511

.180

.335

.267

Gia cua thuoc la X so voi chat luong la hop ly

.115

.126

-.108

.137

.868

Gia ca thuoc la X co tinh canh tranh cao

.041

.274

.268

.120

.610

Nhin chung, gia ca thuoc la X la hop ly

.124

.152

-.036

.161

.875

Thuong hieu thuoc la X rat pho bien

.237

.159

.698

.090

-.084

Toi biet chinh xac noi ban thuoc la X

.289

.055

.730

.115

.097

Toi de dang mua thuoc la X tai bat ky diem ban thuoc la nao

.143

.198

.860

.114

.041

Thuoc la X luon san co tai cac diem ban

.112

.160

.856

.115

.018

Mot cach tong quat, khi nhac den thuoc la X toi co the hinh
dung ra no

Thuoc la X co chat luong dang tin cay hon cac thuong hieu
khac

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

85

Ph lc 4.2 Phn tch nhn t khm ph EFA ln 2

Factor Analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.872
Approx. Chi-Square

3594.858

df

231.000

Sig.

.000

Communalities
Initial

Extraction

Toi biet duoc thuoc la X

1.000

.575

Toi co the de dang nhan biet X trong cac loai thuoc la khac

1.000

.693

Toi co the de dang phan biet X voi cac loai thuoc la khac

1.000

.695

Cac dac diem cua X co the den voi toi mot cach nhanh chong

1.000

.681

Toi co the nho va nhan biet logo cua X mot cach nhanh chong

1.000

.578

Mot cach tong quat, khi nhac den thuoc la X toi co the hinh dung ra no

1.000

.665

Huong cua thuoc la X rat thom

1.000

.547

Thuoc la X co vi dam da

1.000

.517

Thuoc la X co do nang vua phai

1.000

.572

Hut thuoc la X khong bi gat co

1.000

.529

Toi nghi rang thuoc la X rat nam tinh

1.000

.514

Thuong hieu thuoc la X thi hien dai va hop thoi

1.000

.670

Thuong hieu thuoc la X the hien phong cach sanh dieu

1.000

.687

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

1.000

.581

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

1.000

.558

Gia cua thuoc la X so voi chat luong la hop ly

1.000

.800

Gia ca thuoc la X co tinh canh tranh cao

1.000

.572

Nhin chung, gia ca thuoc la X la hop ly

1.000

.825

Thuong hieu thuoc la X rat pho bien

1.000

.585

Toi biet chinh xac noi ban thuoc la X

1.000

.636

Toi de dang mua thuoc la X tai bat ky diem ban thuoc la nao

1.000

.815

Thuoc la X luon san co tai cac diem ban

1.000

.787

Extraction Method: Principal Component Analysis.

86

Total Variance Explained

Extraction Sums of Squared

Rotation Sums of Squared

Loadings

Loadings

% of

% of

Cumulative

Variance

Initial Eigenvalues
% of

Cumulative

Variance

Total Variance

31.645

31.645

6.962

31.645

31.645

3.837

17.439

17.439

2.446

11.120

42.766

2.446

11.120

42.766

3.044

13.838

31.277

2.023

9.198

51.963

2.023

9.198

51.963

2.962

13.463

44.740

1.421

6.460

58.423

1.421

6.460

58.423

2.125

9.661

54.401

1.229

5.586

64.010

1.229

5.586

64.010

2.114

9.609

64.010

.859

3.904

67.914

.788

3.582

71.495

.678

3.083

74.578

.641

2.914

77.492

10

.577

2.624

80.115

11

.573

2.604

82.720

12

.516

2.346

85.065

13

.465

2.112

87.177

14

.439

1.993

89.171

15

.392

1.781

90.952

16

.368

1.673

92.625

17

.349

1.589

94.214

18

.332

1.511

95.725

19

.284

1.289

97.014

20

.258

1.171

98.185

21

.222

1.010

99.194

22

.177

.806

100.000

Component

Total

6.962

Extraction Method: Principal Component Analysis.

Cumulative
Total

87

88

Rotated Component Matrixa

Component
1

Toi biet duoc thuoc la X

.727

.032

.100

.125

.140

Toi co the de dang nhan biet X trong cac loai thuoc la khac

.780

.156

.206

.004

.133

Toi co the de dang phan biet X voi cac loai thuoc la khac

.805

.175

.064

.072

.080

Cac dac diem cua X co the den voi toi mot cach nhanh chong

.795

.138

.092

.052

.139

Toi co the nho va nhan biet logo cua X mot cach nhanh chong

.655

.153

.345

.028

.075

.749

.072

.223

.131

.180

Huong cua thuoc la X rat thom

.252

.102

.097

.153

.664

Thuoc la X co vi dam da

.251

.109

.041

.184

.638

Thuoc la X co do nang vua phai

.064

.219

.175

-.017

.700

Hut thuoc la X khong bi gat co

.064

.218

.055

.099

.682

Toi nghi rang thuoc la X rat nam tinh

.156

.641

.155

.190

.136

Thuong hieu thuoc la X thi hien dai va hop thoi

.122

.774

.176

.113

.112

Thuong hieu thuoc la X the hien phong cach sanh dieu

.098

.814

.048

.012

.107

Toi nghi rang thuong hieu thuoc la X lam toi tu tin hon

.187

.708

.074

.112

.165

Toi nghi rang thuong hieu thuoc la X the hien su tre trung

.061

.683

.139

.139

.221

Gia cua thuoc la X so voi chat luong la hop ly

.117

.114

-.112

.859

.150

Gia ca thuoc la X co tinh canh tranh cao

.052

.264

.281

.645

.071

Nhin chung, gia ca thuoc la X la hop ly

.129

.135

-.036

.873

.160

Thuong hieu thuoc la X rat pho bien

.240

.142

.703

-.086

.076

Toi biet chinh xac noi ban thuoc la X

.287

.053

.727

.088

.124

Toi de dang mua thuoc la X tai bat ky diem ban thuoc la nao

.147

.188

.864

.048

.095

Thuoc la X luon san co tai cac diem ban

.115

.152

.860

.028

.095

Mot cach tong quat, khi nhac den thuoc la X toi co the hinh dung ra
no

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

89

Ph lc 4.3 Phn tch nhn t khm ph EFA cho thang o xu hng

tiu dng
Factor Analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.844
Approx. Chi-Square

924.470

df

6.000

Sig.

.000

Communalities
Initial

Extraction

Kha nang mua thuoc la X cua toi rat cao

1.000

.753

Toi nghi rang neu di mua thuoc la toi se mua thuoc la X

1.000

.830

Xac suat toi mua thuoc la X rat cao

1.000

.789

Toi tin rang, thuoc la X la su lua chon so 1 cua toi

1.000

.760

Extraction Method: Principal Component Analysis.

Total Variance Explained

Initial Eigenvalues

Compon
ent

Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

3.133

78.317

78.317

.343

8.575

86.892

.307

7.667

94.559

.218

5.441

100.000

Extraction Method: Principal Component Analysis.

Total
3.133

% of Variance
78.317

Cumulative %
78.317

90

Component Matrixa
Component
1
Kha nang mua thuoc la X cua toi rat cao

.868

Toi nghi rang neu di mua thuoc la toi se mua thuoc la X

.911

Xac suat toi mua thuoc la X rat cao

.889

Toi tin rang, thuoc la X la su lua chon so 1 cua toi

.872

Extraction Method: Principal Component Analysis.

a. 1 components extracted.

91

PH LC 5: PHN TCH HI QUI TUYN TNH BI

Correlations
Correlations
AW
AW

Pearson Correlation

PQ

PQ

IMB

PB

DC

BI

Pearson Correlation

PB

DC

BI

.423**

.371**

.263**

.461**

.468**

.000

.000

.000

.000

.000

354.000

354

354

354

354

354

.423**

1.000

.462**

.362**

.313**

.434**

.000

.000

.000

.000

1.000

Sig. (2-tailed)
N

IMB

Sig. (2-tailed)

.000

354

354.000

354

354

354

354

.371**

.462**

1.000

.379**

.362**

.481**

Sig. (2-tailed)

.000

.000

.000

.000

.000

354

354

354.000

354

354

354

.263**

.362**

.379**

1.000

.142**

.299**

Sig. (2-tailed)

.000

.000

.000

.007

.000

354

354

354

354.000

354

354

.461**

.313**

.362**

.142**

1.000

.452**

Sig. (2-tailed)

.000

.000

.000

.007

354

354

354

354

354.000

354

.468**

.434**

.481**

.299**

.452**

1.000

Sig. (2-tailed)

.000

.000

.000

.000

.000

354

354

354

354

354

Pearson Correlation

Pearson Correlation

Pearson Correlation

Pearson Correlation

.000

**. Correlation is significant at the 0.01 level (2-tailed).

Regression
Variables Entered/Removedb
Model
1

Variables Entered
DC, PB, PQ, AW, IMBa

a. All requested variables entered.

b. Dependent Variable: BI

Variables Removed

Method
. Enter

354.000

92

Model Summaryb
Change Statistics
R
Model
1

Adjusted Std. Error of

R Square

Square R Square the Estimate

.625a

.390

.381

Change

.82711

Sig. F

Change df1

.390

44.538

df2

Durbin-Watson

Change

348

.000

1.811

a. Predictors: (Constant), DC, PB, PQ, AW, IMB

b. Dependent Variable: BI

ANOVAb
Model

Sum of Squares

df

Mean Square

Regression

152.346

30.469

Residual

238.073

348

.684

Total

390.419

353

Sig.
.000a

44.538

a. Predictors: (Constant), DC, PB, PQ, AW, IMB

b. Dependent Variable: BI

Coefficientsa

Model
1

Unstandardized

Standardized

Coefficients

Coefficients

B
(Constant)

Std. Error
-.725

.246

AW

.236

.060

PQ

.186

IMB

Collinearity Statistics
t

Beta

Sig.

Tolerance

VIF

-2.951

.003

.199

3.936

.000

.682

1.466

.064

.147

2.895

.004

.682

1.467

.299

.066

.231

4.546

.000

.678

1.474

PB

.086

.054

.075

1.601

.110

.803

1.245

DC

.233

.052

.220

4.521

.000

.739

1.354

a. Dependent Variable: BI

93

Collinearity Diagnosticsa
Variance Proportions

Condition
Eigenvalue

Index

Model

Dimension

5.803

1.000

.00

.00

.00

.00

.00

.00

.064

9.510

.00

.04

.01

.01

.47

.32

.040

11.979

.03

.04

.16

.56

.29

.09

.037

12.557

.02

.15

.41

.31

.08

.23

.029

14.117

.01

.56

.40

.13

.02

.32

.026

14.937

.94

.21

.02

.00

.12

.04

(Constant)

AW

PQ

IMB

PB

DC

a. Dependent Variable: BI

Residuals Statisticsa
Minimum
Predicted Value

Maximum

Mean

Std. Deviation

.6763

4.4268

2.7775

.65694

354

-2.28377

2.73878

.00000

.82123

354

Std. Predicted Value

-3.199

2.510

.000

1.000

354

Std. Residual

-2.761

3.311

.000

.993

354

Residual

a. Dependent Variable: BI

94

PH LC 6: BIU NHN THC MDS

Alscal
Iteration history for the 2 dimensional solution (in squared distances)
Young's S-stress formula 1 is used.
Iteration
1
2
3

S-stress

Improvement

.04408
.04129
.04089

.00279
.00039

Iterations stopped because

S-stress improvement is less than

.001000

Stress and squared correlation (RSQ) in

distances
RSQ values are the proportion of variance of the
scaled data (disparities)
in the partition (row, matrix, or entire
data) which
is accounted for by their corresponding
distances.
Stress values are Kruskal's stress
formula 1.

Stress

For matrix
.04538
RSQ =

.99004

Configuration derived in 2 dimensions

Stimulus Coordinates
Dimension
Stimulus
Number
1
2
3
4
5
6

Stimulus
Name
VAR1
VAR2
VAR3
VAR4
VAR5
VAR6

1.7414
-.9493
-.1544
1.9197
-1.0026
-1.5548

.3537
.3971
-.0705
-.2942
-.6859
.2999

95

96

Regression
Variables Entered/Removedb
Model
1

Variables Entered

Variables Removed

DIM2, DIM1a

Method
. Enter

a. All requested variables entered.

b. Dependent Variable: Nhan biet thuong hieu

Model Summary
Model
1

R Square
.898a

.806

a. Predictors: (Constant), DIM2, DIM1

Adjusted R Square

Std. Error of the Estimate

.677

.190183

97

ANOVAb
Model
1

Sum of Squares

df

Mean Square

Regression

.452

.226

Residual

.109

.036

Total

.560

Sig.
.085a

6.243

a. Predictors: (Constant), DIM2, DIM1

b. Dependent Variable: Nhan biet thuong hieu

Coefficientsa
Standardized
Coefficients

Unstandardized Coefficients
Model
1

Std. Error

Beta

(Constant)

3.689

.080

DIM1

-.210

.061

DIM2

.107

.215

Sig.

45.851

.000

-.934

-3.465

.040

.134

.498

.653

a. Dependent Variable: Nhan biet thuong hieu

Regression
Variables Entered/Removedb
Model

Variables Entered

DIM2, DIM1a

Variables Removed

Method
. Enter

a. All requested variables entered.

b. Dependent Variable: Chat luong cam nhan

Model Summary
Model
1

R Square
.916a

.839

a. Predictors: (Constant), DIM2, DIM1

Adjusted R Square

Std. Error of the Estimate

.732

.088636

98

ANOVAb
Model
1

Sum of Squares

df

Mean Square

Regression

.123

.061

Residual

.024

.008

Total

.147

Sig.
.065a

7.824

a. Predictors: (Constant), DIM2, DIM1

b. Dependent Variable: Chat luong cam nhan

Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

Coefficients

Std. Error

(Constant)

3.311

.038

DIM1

-.038

.028

DIM2

-.307

.100

Beta

Sig.

88.303

.000

-.332

-1.350

.270

-.751

-3.057

.055

a. Dependent Variable: Chat luong cam nhan

Regression
Variables Entered/Removedb
Model
1

Variables Entered

Variables Removed

DIM2, DIM1a

Method
. Enter

a. All requested variables entered.

b. Dependent Variable: Hinh anh thuong hieu

Model Summary
Model
1

R Square
.972a

.944

a. Predictors: (Constant), DIM2, DIM1

Adjusted R Square

Std. Error of the Estimate

.907

.084634

99

ANOVAb
Model
1

Sum of Squares

df

Mean Square

Regression

.363

.182

Residual

.021

.007

Total

.385

Sig.
.013a

25.342

a. Predictors: (Constant), DIM2, DIM1

b. Dependent Variable: Hinh anh thuong hieu

Coefficientsa
Unstandardized Coefficients
Model
1

Standardized Coefficients

Std. Error

(Constant)

3.075

.036

DIM1

-.115

.027

DIM2

-.379

.096

Beta

Sig.

85.872

.000

-.618

-4.270

.024

-.572

-3.953

.029

a. Dependent Variable: Hinh anh thuong hieu

Regression
Variables Entered/Removedb
Model

Variables Entered

DIM2, DIM1a

Variables Removed

Method
. Enter

a. All requested variables entered.

b. Dependent Variable: Do bao phu cua thuong hieu

Model Summary
Model
1

R Square
.988a

.976

a. Predictors: (Constant), DIM2, DIM1

Adjusted R Square

Std. Error of the Estimate

.960

.112840

100

ANOVAb
Model
1

Sum of Squares
Regression
Residual
Total

df

Mean Square

1.550

.775

.038

.013

1.589

Sig.
.004a

60.882

a. Predictors: (Constant), DIM2, DIM1

b. Dependent Variable: Do bao phu cua thuong hieu

Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

Std. Error

(Constant)

3.612

.048

DIM1

-.386

.036

DIM2

.145

.128

a. Dependent Variable: Do bao phu cua thuong hieu

Coefficients
t

Beta

Sig.

75.664

.000

-1.018

-10.729

.002

.108

1.134

.339

101

Graph

102

PH LC 7: C IM MU NGHIN CU
Ten thuong hieu khao sat
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

555

55

15.5

15.5

15.5

Craven"A'

65

18.4

18.4

33.9

Jet

49

13.8

13.8

47.7

Marlboro

55

15.5

15.5

63.3

Vinataba

62

17.5

17.5

80.8

White Horse

68

19.2

19.2

100.0

354

100.0

100.0

Total

Thuong hieu dang su dung

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

21

5.9

5.9

5.9

37

10.5

10.5

16.4

132

37.3

37.3

53.7

.3

.3

54.0

Hero

30

8.5

8.5

62.4

Jet

98

27.7

27.7

90.1

Marlboro

2.0

2.0

92.1

Mind seven

1.1

1.1

93.2

Vinataba

1.1

1.1

94.4

18

5.1

5.1

99.4

.6

.6

100.0

354

100.0

100.0

555
Craven"A'
Dunhill

White Horse
Winston
Total

103

Tuoi cua nguoi duoc phong van

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

18-24

131

37.0

37.0

37.0

25-31

107

30.2

30.2

67.2

32-38

39

11.0

11.0

78.2

39-45

34

9.6

9.6

87.9

46-52

43

12.1

12.1

100.0

Total

354

100.0

100.0

Trinh do hoc van

Frequency
Valid

PTTH

Percent

Valid Percent

Cumulative Percent

79

22.3

22.3

22.3

89

25.1

25.1

47.5

108

30.5

30.5

78.0

Tren dai hoc

12

3.4

3.4

81.4

khac

66

18.6

18.6

100.0

Total

354

100.0

100.0

Trung hoc/ cao

dang
Dai hoc

Nghe nghiep cua nguoi duoc phong van

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Ky thuat vien

34

9.6

9.6

9.6

Nghe chuyen mon

72

20.3

20.3

29.9

1.1

1.1

31.1

Giam doc/ quan ly cap trung

12

3.4

3.4

34.5

Nhan vien van phong

14

4.0

4.0

38.4

Cong nhan san xuat

23

6.5

6.5

44.9

Sinh vien

91

25.7

25.7

70.6

Nghe tu do

104

29.4

29.4

100.0

Total

354

100.0

100.0

Giam doc/ quan ly cao cap

104

Muc thu nhap hang thang

Frequency
Valid

Duoi 3 trieu dong

Percent

Valid Percent

Cumulative Percent

212

59.9

59.9

59.9

Tu 3.1 den 5 trieu dong

95

26.8

26.8

86.7

Tu 5.1 den 7 trieu dong

27

7.6

7.6

94.4

Tu 7.1 den 10 trieu dong

2.5

2.5

96.9

11

3.1

3.1

100.0

354

100.0

100.0

Tren 10 trieu dong

Total

Muc thu nhap hang thang

Duoi 3 trieu
dong
Thuong hieu
dang su dung

Tu 3.1 den 5 Tu 5.1 den 7 Tu 7.1 den 10

trieu dong

trieu dong

trieu dong

Tren 10
trieu dong

Total

14

21

555

12

37

Craven"A'

67

45

12

132

Hero

23

30

Jet

73

22

98

Marlboro

Mind seven

Vinataba

12

18

212

95

27

11

354

Dunhill

White Horse
Winston
Total

105

Tuoi cua nguoi duoc phong van

18-24
Thuong hieu
dang su

25-31

32-38

39-45

46-52

Total

12

21

12

37

44

43

17

15

13

132

Dunhill

Hero

11

30

45

31

10

98

Marlboro

Mind seven

Vinataba

11

18

131

107

39

34

43

354

555

dung
Craven"A'

Jet

White Horse
Winston
Total

Trinh do hoc van

Trung hoc/ cao
PTTH
Thuong hieu
dang su dung

dang

Dai hoc

Tren dai hoc

khac

Total

10

21

12

37

32

36

40

20

132

Dunhill

Hero

15

30

28

17

32

21

98

Marlboro

Mind seven

Vinataba

White Horse

18

Winston

79

89

108

12

66

354

555
Craven"A'

Jet

Total

106

Tuoi cua nguoi duoc phong van

18-24
Ten thuong hieu 555
khao sat

25-31

32-38

39-45

46-52

Total

20

10

10

55

Craven"A'

28

13

10

65

Jet

25

19

49

Marlboro

20

10

11

55

Vinataba

18

28

62

White Horse

20

28

11

68

131

107

39

34

43

354

Total